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Toyota suv recall
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- 2. Objectives Reinforcing the highstandards set by Toyota as a global leader of autos manufacturer. Rekindling the sense of trust that the customers had for the Japanese giant. Aspire to bring down the $50 billion loss to less than $20 billion with the outcomes of our campaign. In simple terms, our primary objective is “Sensibility and Reliablity”. We project our campaign at this objective.
- 3. Brand ambassador we’ll bringin the all famous “JACKIE CHAN’ to be our brand ambassador for our campaign. If you ever recall a person who’s known for his reputation in risk-taking and, If you recall a person who always comes back even after many falls, Say another name other than our brand ambassador. Toyota can’t have a more reliable BA in the current situation than this real hero.
- 4. tagline “Touch the perfectionwith of feel of trust and pride”
- 5. Sales incentives We’ll beproviding incentives in regards to Dealers Customers Our dealers will be provided with incentives over meeting and exceeding sales targets. We’ll be providing discounts on small segment cars and SUV’s since mostly the competitors Ford and GM are in price war over these segments. We however stick to the premium prices of our luxury segment cars.
- 6. Contd… We’ll be providingassurance for the cars on an extensive basis. Free service checkups up to 2 years from purchase and we’ll extend our service outlets to cover greater grounds. We’ll provide recognition to our long lasting customers and rewarding them in a tactical move.
- 7. Promotional event We’ll bedesigning a website for our campaign named “Share ya Toyota moments” Here our customers can share their lighter moments of life like their expeditions, their adventures with Toyota. By this way we’re reminding them of their attachment to Toyota and project the car as their trusted partner and friend.
- 8. Media and mediavehicle As innovation being our emphasis, we’ll go in for promoting our campaign in Telecommunication and Internet. In telecommunication, our media vehicle is WWE and NBA broadcasts. The two programs is always on the charts for the highest viewed in US having both LIVE on stage viewers and TV viewers. In Internet media, our emphasis is on Facebook Google Add-on We’ll sponsor events on facebook so that almost everyone connected on facebook(almost 20mil in US) can get to know our campaign. We do it the “The Facebook Way", that is a famous advertising trend nowadays.
- 9. Expenditure and Salestarget Our expenditure is planned to be $50million The range of expenses covers various aspects such as making our website, Facebook, Brand ambassador, installing new service centers, and miscellaneous. Our sales target is expected to be 25% on our investment. If we make $12m-$15m in the 1st month, we’ll say that our campaign is yielding returns.
- 10. Duration of thecampaign The media and the media vehicle we have chosen are really expensive but distinct ones. We can say that our campaign when promoted through such powerful media can spread fast. So, the duration of our campaign is going to be a short span of one month.
- 11. Suggestions Toyota hasmade all the steps needed to tackle the issues in US. We focus on making the people aware of the changes we made. Lay importance on the “Self Driving Car” concept that is introduced in Germany. Enabling the customers to know the massive risk Toyota encountered in making such a huge recall even though when they were in loss while they were recovering from recession.