The Marketing Efforts of Lexus

[lexusmarketing]

Taste. Comfort. Refined. Lexus.

Lexus has a good media mix by using multiple forms of mass media. One of the main forms they use is direct marketing through social media to target specific demographics. Lexus has not only a website but also a Facebook, Instagram, and Twitter account. Having a large follower base allows them to advertise about new product launches and news or events. Another main form of media that Lexus uses is television broadcasting. Lexus has many sponsorships with sports properties such the NFL, NBC Sunday Night football, ESPN, USA, E!, TNT, NCAA basketball, and the Food Network. They also endorse many pro-golfers such as Lydia Ko, Charles Howell III, Lexi Thompson, and Jason Day. In 2014, Lexus increased their advertising budget to further increase their market share for the luxury car segment.

Lexus also holds many promotions and deals throughout the year to increase sales. They typically offer impressive financing at the end of the year and also 36-month leading deals. There is also a $1,000 cash incentive when customers purchase the new 2019 Lexus CT Hybrid. Personal selling is used for almost all car sales. There are salespeople at every dealership looking to create value for customers who are looking at purchasing a Lexus vehicle. They do this by following the personal selling process which is to generate and qualify leads, preapproach, sales presentation, closing the sale, and then a follow-up to see how happy the customer is which their new vehicle.

[lexusmarketing]

A Strategy Like No Other

At Lexus, the marketing strategy is to provide a product that surpasses the customer’s expectations. The sustainable competitive advantage is Lexus providing cars that are not only luxurious but also powerful and have high performance that last through the years. Not only Lexus has product excellence in terms of “Toyota” reliability, their dealerships have teams that provide customer excellence and service.

Lexus will not price any of their vehicles under $30,000 as it will ruin the reputation of Lexus. Unlike Lexus’s competitors such as Mercedes, BMW, and Audi, the pricing is justified to not cut corners on a car to increase numbers and possibly create an inferior product. Lexus’ mission statement is to provide the best possible car for your money without sacrificing unlike their competitors.