Abstract:
Integrated Marketing Communications (IMC) is one of the modern and popular topics in the area of marketing communications of an enterprise. Integrated Marketing Communications is all about using the different elements of promotional mix i.e. Advertising, Sales Promotions, Direct Marketing and Public Relations. Adoption of techniques like Integrated Marketing Communications results in an enhanced impact than the traditional marketing communications techniques.
Automobile industry is considered to be one of the more sophisticated industries of Pakistan. Toyota Indus Motor Company is one of the biggest players of this industry. Objective of the study was to determine the level of competitiveness used by Toyota Indus Motor Company in the area of Integrated Marketing Communications when it launched its new looks model Toyota Corolla in March 2002. An effort has been made to link the success of Toyota Corolla with the marketing communications strategy for this brand, so that vague idea of the competitiveness of automobile industry in the area of marketing communications is attained before the local market opens free because of WTO free trade agreement.
The conclusion of the study is that although the marketing communication campaign for Toyota Corolla was good enough as compared to its existing competitors but it could have been a lot better. As the Pakistani car market is going to open due to WTO’s free trade agreement implementation, the 100% foreign assembled cars are going to come into the Pakistani market. Demand for these cars is expected to be more than that of locally assembled cars. These companies need to develop expertise in different fields to cater for this demand. Marketing communications is one of these fields that can help companies like Toyota Indus Motors to fight for their existing position in the market.
