1 / 54

DRAFT

DRAFT. Toyota Brand Mid-term Strategy for Latin America & Caribbean November 25, 2003 Strategy Planning Dept. The Americas Division Toyota Motor Corporation. Today's agenda. Share the basic thoughts of the mid-term brand strategy in LAC. Share the outline of "TOYOTA VALUE"

dixie
Télécharger la présentation

DRAFT

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. DRAFT Toyota BrandMid-term Strategy forLatin America & Caribbean November 25, 2003Strategy Planning Dept.The Americas DivisionToyota Motor Corporation Brand_presentation_draft_11/18/03

  2. Today's agenda Share the basic thoughts of the mid-term brand strategy in LAC Share the outline of "TOYOTA VALUE" (global brand platform) Group discussion Discuss the key issues in LAC based on Dist. questionnaire Discuss the results of Dist. questionnaire and data analysis Discuss "TOYOTA VALUE in LAC" Brand_presentation_draft_11/18/03

  3. The basic thoughts of the mid-term brand strategy in LAC Brand_presentation_draft_11/18/03

  4. Basic thoughts of the mid-term brand strategy in LAC • Develop it together with TMC and all Dists. in LAC • Evolving all frontline activities from the viewpoint of customers • Clarify TOYOTA VALUE in LAC • As the guideline for all activities, not as the tagline • Base on "TOYOTA VALUE (global brand platform)" • Fully share among TMC, all Dists. and DLRs in LAC • Deliver VALUES locally • Develop and implement your own action plans locally Brand_presentation_draft_11/18/03

  5. The mid-term brand strategy in LAC covers: Customers Plan and act in each country Action plan Adaptation TWSM(TOYOTA WAY in Sales and Marketing) Share in LAC TOYOTA VALUE in LAC Share globally TOYOTA VALUE (Global brand platform) Brand_presentation_draft_11/18/03

  6. "TOYOTA VALUE" (global brand platform) Action plan Adaptation TOYOTA VALUE in LAC TOYOTA VALUE (Global platform) Brand_presentation_draft_11/18/03

  7. Toyota Value was introduced at the World Convention Brand_presentation_draft_11/18/03

  8. Please refer to the attached file “Toyota Value global” for details "TOYOTA VALUE" is: Quality Experience Continuously Always Optimizing True to Society Beyond Expectation At the highest level Simultaneously Joy of Owning The Next Standard Brand_presentation_draft_11/18/03

  9. C. Key issues in LAC Action plan Adaptation TOYOTA VALUE in LAC TOYOTA VALUE (Global platform) Brand_presentation_draft_11/18/03

  10. The brand keywords identified in July led to consideration of key issues in LAC Assumed brand keywords in July Trustworthy Young at heart Status • Respondents • Chile • Costa Rica • Colombia • Curacao • Ecuador • Guatemala • Honduras • Martinique • Panama • Paraguay • Peru • St. Maarten • Uruguay • Venezuela • TAI • Discussed with Dists. • Preliminary hypothesis • How to proceed • Conducted Dist. questionnaire • Addedanother relevant data analysis Key issues in LAC • Corroborated market condition and properties • Developed key issues Brand_presentation_draft_11/18/03

  11. Brand keywords Key issues in LAC Trustworthy 1 • Evolve the total quality Young at heart 2 • Emphasize the emotional value Status 3 • Offer "pride of ownership" Brand_presentation_draft_11/18/03

  12. 1 Evolve the total quality Competitors' quality improvement threatens Toyota Dists. who referredto competitors' quality improvement • "Competitors are improving steadily" • "As mentioned in TMC's hypothesis, competitors are considerably improving these tangible items, specially in terms of product quality." • "Competitors' quality is improving every day" 29% (4) 71% (10) n=14countries Brand_presentation_draft_11/18/03

  13. 1 Evolve the total quality Sales & service activities in accordance with "Customer First" differentiate Toyota Dists. who referred to sales and service activities • "The implementation of the TWSM is helping us to make a difference in the sales experience." • "Improving sales & service activities with the "Customer First" spirit should enable the most steady and reliable approach" 　 • "Quality alone doesn't give you any guarantee of future sales if service is poor. " 21% (3) 79% (11) n=14countries Brand_presentation_draft_11/18/03

  14. 1 Evolve the total quality With global sourcing, Toyota quality should be reconfirmed internally • "We must consider the need to establish "Toyota Quality" because in the near future we will have multi origin, not only Japan." • "We do not feel we have to defend this subject through advertising. This should be done directly in the showroom – the cars speak for themselves." Discussion point All Dists. should reconfirm "Toyota Quality" Do you agree with the above? Brand_presentation_draft_11/18/03

  15. 1 Evolve the total quality • Total quality, including sales and service aspects, is the core competence of Toyota and the key element of Toyota's differentiation • Should maintain competitive advantage through superior quality, even though competitors' quality has been improving • Should reconfirm Toyota quality because of increased global sourcing 1 • Evolve the total quality Discussion point • Do you agree with the above issues? Brand_presentation_draft_11/18/03

  16. 2 Emphasize the emotional value Toyota definitely needs to offer emotional values Dists. who referred to the need to offer emotional values • "Absolutely agree with the direction stated." • "We fully agree with all the comments" • "We have to work in linking the Toyota brand not only with QDR but with emotion" • "We also agree that reinforcement of emotional brand image is necessary to attract customers more" 100% (14) n=14countries Brand_presentation_draft_11/18/03

  17. 2 Emphasize the emotional value Many Dists. consider that attracting a younger generation is the issue Dists. who referred to the need to attract a younger generation • "We believe that in order to secure the future market it is very important to appeal to young customers with an emotional and passionate link to Toyota." • "Toyota needs to reinforce its emotional image to attract the next generation of users." • "It lacks product appeal, especially among younger buyers." 29% (4) 71% (10) n=14countries Brand_presentation_draft_11/18/03

  18. 2 Emphasize the emotional value Toyota owners tend to belong to older age groups Average age of Toyota owners (SUV/passenger cars) Over 35 years old SUV Yaris SD Corolla Corona Camry ANCOM 40.8 35.5 50.0 N.A N.A S.A. 41.9 36.4 46.9 46.3 50.2 C.A. 38.3 32.5 34.8 39.0 45.0 Caribbean 38.1 N.A N.A N.A N.A All TLAC 40.8 36.6 45.2 45.0 47.6 Brand_presentation_draft_11/18/03 Source:The Americas Division

  19. 2 Emphasize the emotional value Discussion point Should emotional values be focused on target customers and new models? Dists. who felt that emotional values should be focused on target customers and new models • "Because when we reinforce an emotional image, we can attract the target customers ." • "Strongly agree with this issue." • "This is a small SUV market and we need to make people look at Toyota products in this competitive segment". 50% (7) 50% (7) n=14countries Brand_presentation_draft_11/18/03

  20. 2 Emphasize the emotional value Considering the new models, appealing emotional values is required Product plan 2003 2004 2005 Brazil Corollawagon addition High Brazil Corolla Brazil Corolla minor change Passenger cars Yaris series full model change Low RAV4 full model change Recreational • RAV4 minor change IMV new model launch (SUV) Commercialvehicles IMV new model launch (pickup) Commercial • Land Cruiser(V6) add • Land Cruiser minor Brand_presentation_draft_11/18/03 Source: The Americas Division

  21. Brazil Latin America 1) Colombia 2 Emphasize the emotional value The SUV market is likely to expand in LAC, and competition will increase Market forecast by segment [Change in total market share (2002-2008), sales based] 0.0% Basic -0.8% -1.9% -6.1% -2.9% Small -2.1% Lower Midsize -2.1% 3 -1.5% -2.4% -1.0% -0.4% Upper Midsize -0.1% -0.1% 0.0% Large/Lux/Sport 0.1% 1.4% 1.0% MPV 1.9% SUV 4.2% 6.1% 2.9% -0.8% Pickup 0.8% 0.4% 0.1% 0.3% 0.0% VAN 2.4% 0.5% Unclassified 0.0% 1) Latin America = Brazil, Argentina, Chile, Colombia, Ecuador, Uruguay, VenezuelaSource: JD-Power Brand_presentation_draft_11/18/03

  22. 2 Emphasize the emotional value Discussion point Should the emotional value of Toyota become more passionate? Dists. who felt that a more passionate feeling is necessary • "We have to take Toyota brand to another stage." • "We must give emotion to the brand through "Passion"." • "It must appeal to a "younger spirit" rather than age-based criteria, in order not to alienate our current customer base." • "The Passion campaign is not the most appropriate one." 27% (6) • Emotion • Personal • Loyal 73% (8) • Passion • Exciting • Young (at heart) • Spirited • Dynamic • Energy • Sporty • Obsession Brand_presentation_draft_11/18/03

  23. 2 Emphasize the emotional value Feelings of "connected", "vitality" and "enthusiasm" seem to be important for consumers "In general, what emotion do you want to feel when you are considering a purchase?" Caribbean (Dominican) C.A. (Honduras) ANCOM (Colombia) Vital Vital Vital 5.0 5.0 5.0 4.0 4.0 4.0 3.0 3.0 3.0 Connected Enthusiastic Connected Enthusiastic Connected Enthusiastic 2.0 2.0 2.0 1.0 1.0 1.0 0.0 0.0 0.0 Carefree Thrill & fun Carefree Thrill & fun Carefree Thrill & fun New & Cool New & Cool New & Cool (n=43) (n=48) (n=37) S.A. (Chile) Mercosur (Brazil) Vital Vital 5.0 5.0 4.0 4.0 3.0 3.0 Enthusiastic Connected Connected Enthusiastic 2.0 2.0 1.0 1.0 0.0 0.0 Carefree Thrill & fun Carefree Thrill & fun New & Cool New & Cool (n=37) (n=65) Brand_presentation_draft_11/18/03 Source: Quick questionnaire-based consumer survey in each country conducted by Roland Berger

  24. 2 Emphasize the emotional value • Should attract every customer with emotional values, in addition to QDR • Should appeal to next-generation owners in order to ensure future growth • Should emphasize the emotional image with particular regard to new models in order to attract target customers 2 • Emphasize the emotional value Discussion point • Do you agree with the above issues? Brand_presentation_draft_11/18/03

  25. 3 Offer "pride of ownership" Offering "pride of ownership" and "exceeding expectations" is important Dists. who referred to pride of ownership and exceeding expectations/satisfaction • "Offer more than people expect to be able to maintain a certain price level. " • "All of these points are true" • "Value will help to justify a higher price positioning for Toyota products" 29% (4) 71% (10) n=14countries Brand_presentation_draft_11/18/03

  26. 3 Offer "pride of ownership" Competitors have been improving the quality of their products, and are becoming a major threat Dists. who mentioned fiercer competition • “Quality difference between Toyota and its competitors is narrowing" • "Our competitors' quality has improved with better prices" • "Because the competitors' quality improves every day, the price competition has been increasing." 29% (4) 71% (10) n=14countries Brand_presentation_draft_11/18/03

  27. 3 Offer "pride of ownership" What differentiates Toyota is "Customer First" Customer First Lifetime Customer Deliver values of both the highest quality and emotion A customer feels connected to Toyota Pride of Ownership Brand_presentation_draft_11/18/03

  28. 3 Offer "pride of ownership" • Should develop "lifetime customers" by maximizing customer satisfaction • Put "customer first" into action • Should differentiate the Toyota identity clearly by continuously delivering values of both quality and emotion at the highest level • More competitive market/quality improvements • Should reinforce the brand so that all customers, including non-owners, feel connected to Toyota 3 • Offer "pride of ownership" Discussion point • Do you agree with the above issues? Brand_presentation_draft_11/18/03

  29. D. TOYOTA VALUE in LAC (TMC's proposal) Action plan Adaptation TOYOTA VALUE in LAC TOYOTA VALUE (Global platform) Brand_presentation_draft_11/18/03

  30. Whole picture Customers Action plan • Each Dist. plans and acts locally Adaptation TWSM(TOYOTA WAY in Sales and Marketing) TOYOTA VALUE in LAC • Values for customers in LAC • Develop and share together with TMC and all Dists. in LAC TOYOTA VALUE (Global brand platform) Brand_presentation_draft_11/18/03

  31. Our goal: Pride of Ownership Brand_presentation_draft_11/18/03

  32. For ALL customers, we must provide: QualityExperience Passionate Experience Brand_presentation_draft_11/18/03

  33. "Toyota Value in LAC" should be appreciated by ALL customers Structure of Toyota Value in LAC ALL CUSTOMERS Our goal: Brand value to be felt by customers Pride of Ownership Toyota Value in LAC Two values to be delivered Quality Experience Passionate Experience Brand_presentation_draft_11/18/03

  34. Strategic background of "Pride of Ownership " • To develop "lifetime customers" by maximizing customer satisfaction • Put "customer first" into action • To differentiate the Toyota identity clearly by continuously delivering values of both quality and emotion at the highest level • More competitive market/quality improvements • To reinforce the brand so that all customers, including non-owners, feel connected to Toyota Brand_presentation_draft_11/18/03

  35. "Pride of Ownership" is: The customers' satisfaction and pride in being TOYOTA owners, feeling connected not only to the car but also to Toyota for life. A value delivered beyond customers' expectations, or values of both quality and emotion delivered by Toyota continuously and simultaneously at the highest level. A value that makes Toyota owners, and ultimately even non-owners, into lifetime customers. • Feeling Toyota-ness and the spirit of Toyota • Constant awareness of the spirit of Toyota • Satisfaction from exceeded expectations • Emotional connection with Toyota • Satisfaction ofgood reputation • Good reputation of Toyota in society • Receiving the admiration and respect from others Brand_presentation_draft_11/18/03

  36. Strategic background of"Quality Experience" • "Quality" itself is the most important rational criteria in purchasing a car • Total quality, including sales and service aspects, is the core competence of Toyota. It should be continuously evolving • Highest manufacturing quality in every plant • Highest level of sales and service in accordance with TWSM • To maintain competitive advantage through superior quality Brand_presentation_draft_11/18/03

  37. "Quality Experience" is: "Toyota quality" which customers recognize rationally and in which they have confidence. Superior quality delivered by Toyota, not only in its products, but also in its sales and service. Toyota quality is always pursued at the highest level. A value which ultimately gives all customers a feeling of complete confidence and trust. • High product quality • Highly reliable and durable vehicles (QDR) • Exceptional fit and finish in detail • High-quality customer contact • Sincere and thoughtful attention • Pleasant and comfortable dealer facilities for customers • High quality customer service • Inspections, maintenance and repairs with superior technical capabilities Brand_presentation_draft_11/18/03

  38. Strategic background of"Passionate Experience" • To attract every customer with emotional values, in addition to QDR • Toyota already has a strong image in terms of corporate integrity but should promote a stronger emotional image • To appeal to next-generation owners in order to assure future growth • To Emphasize the emotional image with particular regard to new models in order to attract target customers • RAV4, Yaris, IMV Brand_presentation_draft_11/18/03

  39. "Passionate Experience" is: The emotion of Toyota felt by each customer Creating an emotional bond with customers at every customer touch point, recognizing and responding to their specific needs A value that ultimately makes every customer feel a connection with Toyota • Experience the best quality of life through one's vehicle • Vehicles that bring excitement and joy to their owners • Vehicles that make their owners' lives more active and passionate • Experience of self-expression • A brand through which owners want to express themselves • An attractive brand, which every customer feels suits their preferences • Experience with passionate perfectionists (Toyota people) • Impression conveyed by passionate Toyota associates • Excitement coming from Toyota's corporate affiliations with F1, CTL Brand_presentation_draft_11/18/03

  40. Elements of "passionate experience" that we will strongly convey for a more emotional resonance Lively/active • Active • Energetic • Adventurous • Leading • Spirited • Vital • Healthy • Cheerful • Vibrant Connected • Eager • Expressive • Proactive • Motivated • Ambitious • Excited • Stimulating • Amazing • Wonderful • Sensation • Team spirit, • Collaboration • Rapport • Bonding • Responsive • Familiar • Friendly • Fun • Common • Loving Enthusiastic Brand_presentation_draft_11/18/03

  41. "TOYOTA VALUE" in LAC and global platform Always Optimizing TOYOTA VALUE (global) The Next Standard True to Society Quality Experience Beyond Expectation Joy of Owning Strategic background in LAC • Core competence of Toyota brand • To be reinforced in LAC • To be in accordance with global practice • To always offer pride of ownership and to exceed customers' expectations • To be positioned as the ultimate value appreciated by customers • To be in accordance with global practice • To emphasize the emotional values, considering new models and the next generation Quality Experience Passionate Experience TOYOTA VALUE in LAC Pride of Ownership Brand_presentation_draft_11/18/03

  42. E. Action plan Action plan Adaptation TOYOTA VALUE in LAC TOYOTA VALUE (Global platform) Brand_presentation_draft_11/18/03

  43. Market communication Sales outlets Sales activities Products After-sales service Distributors develop and implement their own action plan for each market Customers visible/tangible way Sales and marketing activities in accordance with TWSM Action plan for each area/country TOYOTA VALUE in LAC Brand_presentation_draft_11/18/03

  44. 10 11 12 Action plan for TLAC area 2003 2004 2005 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 Meetings for TLAC area Marketing workshop Marketing workshop(11/25) Marketing conference • Marketing workshop • Follow up IMV/brand • Discuss activities in 05 IMV training • IMV strategy mtg. • Discuss marketing strategy IMV L/O (start with Merco) New mid-term brand strategy Discuss new strategy Announce it to Dist.. top management Adjust/complete Regional action plan -CS/CR -Education Discuss concrete action plan Report progress Implement CS survey and find issues Study action plan by Dist. (country/ area basis) Implement the action plan Improve/ follow-up Considered Trainer training Evaluate training Prepare for ’04 trainer training Grasp Dist. needs Discuss IMV program Prepare training materials IMVplanning -Launch -CTL Strategy mtg. Pitching Orientation on SP tools Discuss marketing Production Display IMV Communication -Tagline -Brand C/P Orientation ☆Fix tagline Pitching Study elements for tagline Check validity (Plan brand C/P ?) Brand_presentation_draft_11/18/03

  45. Role sharing TMC Area Coordinator Dist. Brand strategy in LAC • Develop a proposal of brand strategy • Announce the new strategy at the Marketing Conference 2004 • Compile distributors' thoughts on new strategy in each area • Confirm new strategy, and feed back to area coordinator Discuss and share new strategy Action plan • Define the contents of support to solve key issues in LAC • Coordinate action planning in each area in accordance with the new strategy • Compile action plans in each area • Develop an action plan for each country in accordance with new strategy and local issues • Review the orientation material • Judge in the competition • Prepare orientation for communication taglines • Conduct competitions for it • Follow up brand communication as a SPC • Review the orientation material • Support a competition and compile distributors' comments in each area • Follow up brand communication as an AC Market communications Brand_presentation_draft_11/18/03

  46. F. Group discussion Discuss the key issues in LAC based on Dist. questionnaire Group discussion Discuss "TOYOTA VALUE in LAC" Brand_presentation_draft_11/18/03

  47. Discussion points in the group discussion • Do you think offering "pride of ownership" and "exceeding expectations" is important in the "customer first" philosophy? • Do you think that offering a "quality experience" is strongly required in your area? • Do you think that offering a "passionate experience" is strongly required in your area? • Do you have any other key issues besides the above three in your area? • How would you prioritize the above values in terms of their realization in your area? What actions are you considering to realize each of these values more quickly? • How would you structure "Toyota value in LAC"? Brand_presentation_draft_11/18/03

  48. Group discussion paper (1) Pride of ownership • Do you think offering "pride of ownership" and "exceeding expectations" is important in the "customer first" philosophy? • Please revise the following chart in different color if necessary Strategic background in your area Our team considers "pride of ownership" to be • To develop "lifetime customers" by maximizing customer satisfaction • Put "customer first" into action • To differentiate the Toyota identity clearly by continuously delivering values of both quality and emotion at the highest level • More competitive market/quality improvements • To reinforce the brand so that all customers, including non-owners, feel connected to Toyota The customers' satisfaction and pride in being TOYOTA owners, feeling connected not only to the car but also to Toyota for life. A value delivered beyond customers' expectations, or values of both quality and emotion delivered by Toyota continuously and simultaneously at the highest level. A value that makes Toyota owners, and ultimately even non-owners, into lifetime customers. • Feeling Toyota-ness and the spirit of Toyota • Constant awareness of the spirit of Toyota • Satisfaction from exceeded expectations • Emotional connection with Toyota • Satisfaction ofgood reputation • Good reputation of Toyota in society • Receiving the admiration and respect from others Reason for revision Brand_presentation_draft_11/18/03

  49. Group discussion paper (2) Quality experience • Do you think that offering a "quality experience" is strongly required in your area? • Please revise the following chart in different color if necessary Strategic background in your area Our team considers "quality experience" to be • "Quality" itself is the most important rational criteria in purchasing a car • Total quality, including sales and service aspects, is the core competence of Toyota. It should be continuously evolving • Highest manufacturing quality in every plant • Highest level of sales and service in accordance with TWSM • To maintain competitive advantage through superior quality "Toyota quality" which customers recognize rationally and in which they have confidence. Superior quality delivered by Toyota, not only in its products, but also in its sales and service. Toyota quality is always pursued at the highest level. A value which ultimately gives all customers a feeling of complete confidence and trust. • High product quality • Highly reliable and durable vehicles (QDR) • Exceptional fit and finish in detail • High-quality customer contact • Sincere and thoughtful attention • Pleasant and comfortable dealer facilities for customers • High quality customer service • Inspections, maintenance and repairs with superior technical capabilities Reason for revision Brand_presentation_draft_11/18/03

  50. Group discussion paper (3) Passionate experience • Do you think that offering a "passionate experience" is strongly required in your area? • Please revise the following chart in different color if necessary Strategic background in your area Our team considers "passionate experience" to be • To attract every customer with emotional values, in addition to QDR • Toyota already has a strong image in terms of corporate integrity but should promote a stronger emotional image • To appeal to next-generation owners in order to assure future growth • To Emphasize the emotional image with particular regard to new models in order to attract target customers • RAV4, Yaris, IMV The emotion of Toyota felt by each customer Creating an emotional bond with customers at every customer touch point, recognizing and responding to their specific needs A value that ultimately makes every customer feel a connection with Toyota • Experience the best quality of life through one's vehicle • Vehicles that bring excitement and joy to their owners • Vehicles that make their owners' lives more active and passionate • Experience of self-expression • A brand through which owners want to express themselves • An attractive brand, which every customer feels suits their preferences • Experience with passionate perfectionists (Toyota people) • Impression conveyed by passionate Toyota associates • Excitement coming from Toyota's corporate affiliations with F1, CTL Reason for revision Brand_presentation_draft_11/18/03

More Related