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that TV advertsing can achieve a huge geographically exposure at a low cost per viewer. It also enablesToyota to repeat the brand promise to consumers which is Quality, reliability and safety.We also suggest implementng a well-designed and user-‐friendly global mobile applicaton to have an ‐interactve mobile marketng connecton. Kotler et al. (2013) mentoned that there are 6 billion mobile phone and device users in the world and mobile marketng provides a growing method of gaining directaccess to targeted consumers. Moreover, brands that employ mobile marketng are usually perceived as innovatve and high tech (Ferris, 2007, cited in Smutkupt et al., 2012), leading to customer perceptons of unique brand associatons as Toyota can interact with the consumers and deliver their brand promise at the same tme.We also suggest that to tackle the recall issue in Europe and to regain customer trust that Toyota should start a campaign to provide all 2015 cars with a 200,000 miles warranty as we have seen Toyotaruns at an average of 210,705 miles. Toyota should also increase their social media presence as their compettors (Figure 9-11) shows compettors have a stronger online presence.‐BRAND AUDIT AND MARKETING COMMUNICATIONS PLAN 35
Toyota Communication PlanIntroductonOur objectve is to deliver the brand promise of Toyota which is ‘Quality, Durability and Reliability’ and to regain trust from consumers since there has been bad brand image due to Toyota’s recall issues. The marketng communicaton actvites are planned for the European market where we can see potental growth opportunites in terms of increase in sales as Figure 4 shows Europe contributes to only 9.3% of Toyota sales.Objectves•To increase the brand awareness and boost the consideraton of Toyota as first choice instead of other brand of vehicles.•Deliver and reinforce the key messages of Toyota which is ‘Quality, Durability and Reliability to consumers•To change consumer’s percepton on quality due to the recall crisis and build up customer loyalty as it has dropped 11% points from 59.4 to 48.4 when Toyota first announced the recall of car in 2010 (Well and Ammanath, 2010)•To motvate consumers to find out more about Toyota by visitng the showroom, website, local dealer, order brochures and order a test drive•To provide more informaton and interacton with the brandBRAND AUDIT AND MARKETING COMMUNICATIONS PLAN 36
ToyotaTarget AudienceTarget audience of this communicaton plan is middle class consumers as Toyota is positoned as an economy brand and therefore we want to deliver the personality of the brand to middle class consumer as they might already have knowledge or a connecton with the brand.Communicaton ToolsThe communicaton tools that are chosen to reach the target audience are TV advertsement and Mobile Applicaton. TV advertsement is highly visible and able to create high impact brand awareness.