1. Toyota SUV Recall

2. Objectives
Reinforcing the high standards 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 bring in 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 perfection with of feel of trust and
pride”

5. Sales incentives
We’ll be providing 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 providing assurance 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 be designing 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 media vehicle
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 Sales target
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 the campaign
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 has made 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.