MKT530 GDB No. 1 Solution Spring 2022

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Note: Last Date of GDB Submission is June 06, 2022 & the topic is "Motivation".

Learning Objectives:

The objective of this discussion is to make students able to understand the application of Maslow’s Hierarchy of Needs theory in marketing.

Learning Outcomes:

After attempting this GDB, students will be able to apply the hierarchy of needs theory in actual marketing strategies and campaigns.

Scenario:
Toyota Motor Corporation is a Japanese car manufacturer company which is the largest car manufacturer in the world producing more than 10 million cars per year. It is headquartered in Toyota City, Aichi, Japan. It was incorporated in 1937 and founded by Kiichiro Toyoda. Toyota Motor Corporation operates in Pakistan as Toyota Indus which is subsidiary of Japanese Toyota motors. Toyota Indus was founded in 1989 as joint venture of Toyota Tsusho, Toyota motors and House of Habib.
After a successful launch of Toyota Yaris in Pakistan, Toyota Indus is planning to launch Toyota Yaris Cross which is a hybrid subcompact crossover SUV. Yaris Cross has advanced technology and safety features with a unique and elegant design. It has already been successful in Japan, Australia and Europe and has been awarded as “World Urban Car of The Year” in 2022.
Note:
Kindly visit the following websites to get more information about Toyota Yaris Cross:
https://en.wikipedia.org/wiki/Toyota_Yaris_Cross
https://www.toyota.com.au/yaris-cross

Question No 1:

Suggest the features of two separate promotional campaigns for Toyota Yaris Cross stressing on the following levels of Maslow’s hierarchy of needs:

• Esteem needs (4 marks)
• Safety needs (4 marks)

(Students are required to devise one promotional campaign focusing on customer’s safety needs and the other focusing on customer’s self-esteem needs).

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Answer:

Maslow’s hierarchy of needs

Physiological Needs:

It basic requirement to live.

Safety Needs:

Start looking safety and protection.

Social Needs:

Start communication and building relationships.

Esteem Needs:

Start feeling better than others.

Self Actualization:

No time to others, but having internal desires to do something.

SOL:

Promotional campaigns for Toyota Yaris Cross stressing on the following levels of Maslow’s hierarchy of needs:

Esteem needs: VOLVO saying that “It is the fastest car”

Safety needs: BMW saying that “Be ultimate driving machine”

Question No 2:

In your opinion, which promotional campaign (esteem needs based or safety needs based) should be adopted by Toyota Indus as its final strategy to promote Yaris Cross in Pakistan?

SOL:

Promotional campaign esteem needs based or safety needs based both are best.

MKT530 GDB Solution 2022 PDF

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