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Marketing Strategies Toyota

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					I. Situation Analysis
      Toyota Motor Corporation is at the forefront of the international auto
industry, with manufacturing, development and other types of corporate
establishments spanning the globe. Operating on such a large scale and in an
extremely competitive industry, both the external and internal environments of
this company are continually active. For our purposes, these environments will
be examined from a marketing perspective, to identify the overall situation in
which Toyota finds itself. Furthermore, the evaluation becomes even more crucial
in the midst of Toyota's major recall of vehicles that is related to malfunctioning
vehicles and related deaths. Thus, this situational analysis will aid in
repositioning this company as a major player within the auto industry.

      The analysis of the external environment relates to realities outside of the
company's borders such as the actions of competitors, consumers, government
etc. The external analysis will help to identify potential marketing problems and
opportunities facing Toyota:

Problems
- Damaged company image due to recall.
- Negative customer perception.
- Advertising budget needs significant increase.
- News and social media portraying company in negative manner.
- Government and legal issues arising.
- Options for campaign are very limited.
- Competitors deriving competitive advantage.

Opportunities
- Reposition company in industry with effective campaign.
- Positive outcome as result of handling recall effectively.
- Turn negative into positive publicity.
- Generate customer loyalty.
- Increase brand/ company awareness.
- Stronger image than before recall.

      In contrast to the external analysis is the internal analysis which evaluates
elements within the company's borders such as operations, advertising, staffing
ext. The internal environment analysis will help to identify the strengths and
weaknesses of the company from a marketing standpoint:

Strengths
- Manufacture a quality product (safety, reliability, durability)
- Great customer service and satisfaction.
- Transparent company.
- Well designed website, very informative.
- Clear and effective communication.
- Focus on middle class.


                                                                                      1
Weaknesses
  - Evident quality control issues apparent at the eve of the recall
  - Mass incurred expenses at the cost of the companies bottom line
  - Damaged Brand Image
  - Over reliance on Engineers to fix the recall problem
  -
Company Background

      In 1935 Toyota Motor Corporation was born. The founder Kiichiro Toyoda
had dedicated his life to manufacturing cars until he succeeded in creating an A1
prototype. Originating in Japan, this company has grown into a leader within the
international auto industry, yet is important to key steps and events that enabled
to grow into the multi national corporation they are today.

1936: Toyota establishes their official Logo
1937: Toyota Motor Co. Ltd is established in Japan
1950: Toyota Motor Sales Co. Ltd is established in Japan
1957: Toyota arrives in the U.S./ Toyota Motor Sales U.S.A Inc is established
1972: Toyota begins manufacturing operations in the United States
1999: Toyota is listed on the NYSE

      During the later 1950's and into the 1960's, Toyota's U.S. endeavors were
unsuccessful due to lack of power and overpricing. However, as Toyota became
recognized as a company that delivered quality and reliability, sales began to rise.
In 1972, they sold their one- millionth car surpassing Volkswagen as the No. 1
import brand. Also during this time period, Toyota launched some of it's most
memorable marketing campaigns using tag lines that included " You Asked For
It/ You Got It!", as well as" Oh What A Feeling!"
      Growth continued into the 1990's with the Camry earning the No. 1- selling
passenger car in America. Into the 2000's technology took over with Toyota
featuring many hybrid, environmentally friendly automobiles. Finally, in 2008
Toyota surpassed Chevrolet to become the No. 1 selling automotive brand in
America while also becoming the world's largest automaker for the first time in
history.
      The current CEO of Toyota is Katsuaki Watanabe. Both he and his team are
committed to progressing into the future and overcoming the adversity caused by
the current recall. Overall the company is committed to " Moving Forward" and "
Making Things Bette", while re-establishing themselves as a producer of high
quality, valuable products.




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II. Opportunity Analysis
Communications Market Analysis:

Competition:

Competition in the automotive industry is extremely distinct. It is common
knowledge for any one person to recognize an automotive brand name, which
proves the intensity of that the competition within this industry. Toyota is
classified as more of a mid class vehicle corporation, meaning we do not directly
compete with luxury brands (such as Rolls-Royce, Jaguar, Cadillac, etc), but we
would classify our main competitors to extend from the following list; General
Motors, Volkswagen, Chrysler, Honda, Ford, Hyundai, and Kia. Using our “with
you in mind” slogan we plan on differentiating ourselves by putting a greater
focus on the customer’s value. We feel this will help us regain our strong image.

        By evaluating the slogans of our fellow competitors, such as; GM
(Chevrolet) “Like a Rock”, Ford “Build Ford tough”, Honda “The Power of
Dreams”, and Hyundai “True Knowledge”, to name a few, we feel we have
captured superiority in letting the customers know our products are produced
and build to fulfill their driving and safety needs. We realize that the Toyota recall
is the largest recall in automotive history, but other companies have been in
similar degrees of crisis.

Promotional strategies:

      In Toyotas efforts to rebrand them selves with an image that is positive in
the eyes of their customers a major slogan revamp is necessary. Our strategy sees
Toyota with a new customer oriented slogan “With you in mind.” The overall
goal of this campaign is after all to reinstall confidence in our product safety and
quality. This overall strategic message will be downloaded into every
advertisement that runs during our campaign. Print, billboard, and television
advertisements will all contain the message that every company decision and
tactic will be planned and implemented with the customer in mind.

Ensuring communication strategies relate directly to Toyota’s marketing
objectives:

   o Advertisements based on the major theme or a substitute (safety and
   honouring customer loyalty and faith in our company)
   o Try to avoid price changes, or contests/prizes and rebates. We don’t want
   customers to think we are trying to get rid of our cars
   o Personal phone calls to all existing Toyota owners, and remind them how
   important their safety and loyalty means to us...possible conversation could
   possibly be evoked from this about the possibility of a new vehicle purchase




                                                                                    3
Product
Cars
- Yaris, Corolla, Matrix, Camry, Prius, VENZA, Avalon

      Evidently, Toyota has developed and manufactured a variety of products in
this particular class. All of which could be considered mid range cars falling in the
price range of $10,000 to $30, 000. Particularly Toyota strives to accommodate
numerous segments with this line such as; students by offering affordable prices
and styling, family by offering quality and safety, and environmentally conscious
drivers through offering hybrids. These are only a few examples, yet while
accommodating these particular groups, they offer differentiation based on the
feature of " Build your own Matrix" (ex). Which further attracts consumers that
enjoy Toyota's features but would like to incorporate their own as well.

SUV and Van
-RAV4, FJ Cruiser, Sienna, Highlander, 4Runner, Sequoia, Land Cruiser

      Again, Toyota has developed a vast line of products within the SUV and Van
class. Very much like the cars, they offer something for everyone; Vans with extra
features for large families with children, the durable 4Runner for adventurous
type and the Land Cruiser for the mid range luxury consumer. Prices range from
roughly $20,000 to $40,000, with the land cruiser separately offering a slightly
higher price tag.

Trucks
-Tacoma, Tundra

      This particular class is not what consumers generally think of when they
think Toyota. Competing with companies such as GMC and Ford, Toyota is
quickly catching on due to their ability to offer similar quality and durability to
that of their cars. As far as consumers go, Toyota trucks appeal to individuals
seeking smaller models such as the Tacoma for occasional use, as well as a
slightly larger model in the Tundra. Starting prices fall in the range $15,000 to
$25,000.

Vehicles Involved in the Recall:
2005- 2010 Avalon
2007- 2010 Camry
2009- 2010 Corolla
2008- 2010 Highlander
2009- 2010 Matrix
2004- 2010 Prius
2009- 2010 RAV4
2008- 2010 Tacoma
2007- 2010 Tundra
2009- 2010 VENZA


                                                                                      4
Target Market

The idea revolving around targeting certain consumers is the ability to divide the
overall market into smaller market segments. These segments should be grouped
based on their needs and benefits depending upon what the specific customers
are seeking. Our campaign aims to deliver the same message to society as a
whole, whether or not they have been affected by the Toyota recall, that Toyota is
still a safe and loyal corporation and a superior leader within the automotive
industry.

Whether advertisements are distributed via print, TV, or billboard, reaching
various markets through the internet and social media should also require a
breakdown of the overall market. To target clientele, customers should be
grouped into one of the following three categories:
-    Current customers
-    Competition’s customers
-    Potential new customers.

During this current setback, we believe it is important to give our primary focus
to our current customers. Although it is important to gain market share from our
competitors and attract new clientele, it is even more important to keep the
loyalty of our existing customers. The process for selecting the current customers
as our target market comes from recognizing the fact that Toyota, due to its
recall, needs to retain the once devoted and valued customers. There are two
categories that our target market, current customers, can be divided into. The
first one is repeat purchasers and the second one is one time buyers. The repeat
customers will have different characteristics then the one time purchasers.
Repeat buyers will tend to be more loyal to the brand, along with a higher
satisfaction rate and high brand awareness. Whereas one time buyers are not as
loyal (yet), may now be skeptical of the vehicles, and have high brand awareness.
Those who own, or have previously owned a Toyota vehicle have all shared in the
importance of helping Toyota achieve the success it has had. Therefore, we must
acknowledge these individuals and reinforce the crucial benefits Toyota has to
offer. The individuals in this target population will be receiving e-mails and
phone calls from Toyota, and will also be more heavily connected via social
media. Once the position of current customers is secure then Toyota is able to
focus on different target markets such as potential buyers.

As Toyota progresses further into the year, focus will gradually shift to more
offensive targeting. This target market switch will be to draw in potential
consumers yet still maintain current customers. This progression is reflected in
the marketing budget schedule, where the bulk of our money is being spent on
communicating with our current customers and addressing any of their concerns.
Following this phase we redirect our efforts to our current customers and also
new customers through specific advertising and media sources.



                                                                                 5
In addition to our broader target markets listed above further segmentation
suggests that as a company we more specifically target:

       Influential decision makers in family units
       All ranges of income, from low to high
       Students
       First time buyers
       Repeat buyers
       Families
       Environmental
       Seniors

Communications Objectives
Immediate Communication Objectives

   1.    Our first communication objective will be to change customer attitudes
        and beliefs. Due to Toyota’s recall in particular models, current and future
        customers may view the cars as being inadequate in terms of safety and
        not to mention poorly designed. All of these views are negative publicity
        for Toyota and certain measures need to be taken in order to reverse the
        unfavorable side effects of the recall. There are various forms of media that
        can be used to help regain Toyota’s positive image, along with the
        possibility for creating an even better marketing campaign then before.

The following are some types of media that will be used to promote Toyota’s new
campaign:

       Television commercials will be used very tactfully during our campaign.
        Toyota needs to reiterate the fact that their cars are still high quality, safe
        and provide peace of mind. The types of commercials that we would like
        to use would be ones that show Toyota taking the initiative to provide
        customers with plenty of reassurance.
       Billboard advertising will also be used to display Toyota’s new image. This
        is a great method of advertising because it allows consumers to experience
        Toyota’s positive images while driving in their cars.
       A blog will also be used to receive information on the progress that Toyota
        is making. This is a great method of communication because it allows
        customers to ask questions from the comfort of their home. Toyota will
        also post and answer information about the recall. This shows that Toyota
        is honest and will take full responsibility for their mistakes, instead of
        trying to cover them up.
       A form of social media will also be used in Toyota’s new marketing
        campaign. Toyota could purpose an advertising campaign in which they
        would get consumers to create an advertisement using their personal



                                                                                      6
       stories. This would help rebrand the company and connect them with
       social media.



      1.        Our second communication objective will be to enhance the
                firm’s image. As a result of the recall, there have been substantial
                negative connotations when referring to the Toyota name. Toyota
                needs to implement a marketing tactic to help remove the
                stereotypes about their vehicles and reestablish their positive
                brand image. As listed above, the six strategies that we have
                derived to change the customer attitudes and beliefs will also aid
                in enhancing the firm’s image by making it clear that Toyota is a
                firm that cares.

In order for these two communication objectives to be successful the first and
most important step that needs to be completed is the actual adjustment of the
product itself. The vehicles have to be perfected in such a way that when they are
re-launched into the industry they will perform smoothly and without glitches. If
Toyota has a product that is better then the leading competitors along with the
right marketing strategies being used then eventually over time they will regain a
high cliental.

Gradual Communication Objectives

Toyota should be looking at long term objectives as well.

           1.       Our first gradual communications objective is to increase the
                    level of sales. Over time, as consumers are repeatedly exposed
                    to our marketing campaign and begin to regain trust in
                    Toyota and their products the natural step would be for
                    Toyota’s sales in start to increase. This is very important to
                    monitor because Objectives should be measurable in order to
                    know if the correct objectives are being used or if any changes
                    need to be made. This brings us into our next objective. If
                    sales are increasing then market share should increase as
                    well.
           2.       Our second gradual communications objective is to increase
                    market share. If we are effectively marketing Toyota’s new
                    campaign then it only makes sense that over a period of time
                    Toyota’s market share will increase. In this case we could
                    expect to see a drastic increase for Toyota within a couple of
                    months which would then be followed by a slow, gradual
                    increase.




                                                                                   7
Communications Tools
See the appendices at the end of this document for a visual representation of our
advertisements.

The Toyota Television Campaign
Following the specific timeline of our campaign, Toyota’s television spots will
begin in the first stage with a one minute spot depicting a man entering his
Toyota vehicle in which all the accessories of the car are executive employees of
the company. It will target the viewer on an affective level, creating an emotional
response that lets our customers know we are taking them into account during all
of our business executive decisions. The supporting television spots will be
created in correlation with our social media campaign, in which consumer
generated media will be used as a testimonial strategy to show our customer base
that the recall can be seen in a positive light.(see social media campaign)
Television advertising will be focused in the diner time slot 5pm to 10pm on
predominant broadcast carriers including NBC, ABC, CBS. We will also create
effective reach with a strategy directed towards household males with morning
slots on sports channel’s such as ESPN. Shopping channels such as ShopNBC
will be used to target household figures that predominantly do house spending.


The Magazine Print Campaign
The Toyota print advertisement Campaign will be featured in several magazines
spanning a broad consumer base. These categories of magazines will include
Automotive (Automotive, AutoWeek, and Car and Driver) Business (Forbes,
Fortune) and General Interests (The New Yorker, Readers Digest). The Print
advertisement will also be featured in news print in national and city Newspapers
across the United States including USA Today, The New York Times, and Chicago
Tribune. Both Print Advertisements will be variations of the commercial ads in
which the first acts as an apology and reassurance that Toyota is working on the
recall problem. The seconds is a thank you and testimonial advertisement that
helps customers in understanding that the recall was a short drawback that has
now ended and Toyota is moving on with providing quality products to its
customers.

Billboard Advertising
Billboards in major American cities will act as an effective method of allowing
customers to see our rebranding efforts as they drive in their vehicles. The
Advertisements will serve as a reminder to check online content to make sure if
their vehicle is affected by the recall to act soon. The billboard advertisements
will contain important throwback to information sources such as the Toyota Blog,
and the Facebook Contest.




                                                                                    8
Email Marketing
Current Consumers that have been affected by the recall will have registered
email accounts to their vehicle models and years. We will use this information to
send an email information package that contains important information such as
dealer locations, how their model is affected, a timeline for their repair, and a
formal apology from upper management. The email will be decorative, and
consist of graphics that create an image of the issue rather than simply text.


The Official Toyota Recall Blog
Online blogs have become an important method for businesses to do several
things in an easy, cost effective way:

-Gain insight into your customer
-Provide easy access to company news
-Build a dialogue with consumers and expand on relationships
-Generate Brand Awareness and get feedback
-Pitch ideas for product purchases
-Appear more authoritative

For this reason, the Toyota recall blog will be essential to not simply the
dissemination of information towards our customers, but generate feedback that
will go lengths to help Toyota grow from this experience.



Social Media Campaign
The idea for a social media strategy is to have consumers generate their own
personal videos of their positive experiences with the recall. The span of the
content will be from direct communications from Toyota staff to existing
customers, to positive dealer experiences during repairs. These personal
experiences will be uploaded online using YouTube and Facebook as
communications tools. Once uploaded our staff will sort through them and
choose a winner who will not only have their content published in a Toyota
commercial but will also receive a Toyota 2011 Prius. The social media campaign
will be used in order to generate positive word-of-mouth about Toyotas recall,
and offer current and up to date information on how to help fix the problem.
Consumers will also be able to use the social media platform to create a collective
dialogue, share stories, and discuss the issue with Toyotas representatives.


Communications Budget & Schedule
       Establishing a communications budget for Toyota for the rebranding
campaign period, commencing April 2010 and continuing forth until March 2011,
needs to be structured around the communication and marketing objectives the


                                                                                  9
campaign intends to work with. The budget needs to be oriented in a timely
manor so reinforcing our customer loyalty and safety objectives will be best
received by current and potential clients.

       When rebranding a company there are several different schedule
approaches one can use towards structuring the financial manor of distribution of
the communications budget. Taking on a Fighting Schedule is the most
appropriate schedule for our campaign. This schedule involves continuous
advertising peaks in the campaign, allowing higher and lower financial emphasis
during different parts of the year. Immediately following the recall it is extremely
important for Toyota to communicate with their sincere apology with their
clients. While doing this, a greater than usual emphasis needs to be put towards
informing all current and potential cliental that Toyota is still committed to the to
highest consumer loyalty and safety ratings in the market. This requires
additional spending on marketing communications or advertising in the first
quarter following the recall.

    In October of 2009 Toyota announced a new $1 billion advertising budget
venture (Dean, 2009). The new rebranding campaign will suggest we even bump
this budget higher, to $1.2 billion, for the year long campaign. The emphasis on
the higher budget will allow us to allocate higher spending and allocation for the
first three quarters and then ease back into equal spending routines as to what we
would have been spending on communications before the recall for January,
February, and March, of 2011. The below graph illustrates how the $1.2 billion
dollar budget will be allocated.


                  Toyota Budget Schedule for April 2010 till March 2011

      140,000,000.00

      120,000,000.00

      100,000,000.00

       80,000,000.00

       60,000,000.00

       40,000,000.00

       20,000,000.00

                0.00
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                                                                                  10
       The most effective way that the financial budget should be prepared would
be through the “Meet the competition method”. This is used in highly competitive
markets where rivalries between competitors are intense. The primary goal is to
put high emphasis on preventing loss of market share. However we must be
sensitive to the importance that is now “how much” we spend but rather “how
well” our finances are allocated at retaining customers and market share. Because
the automotive industry is an extremely wealthy and competitive we have
challenged ourselves to find the right balance between communications spending
and communication benefits to ensure that our competitors do not capitalize on
our error.

      We have distributed our 1.2 billion dollar budget for the year long
campaign into communication categories, which were previously described as
communication tools (television, print, billboard, e-mail, blog, and social media).
We have chosen to use a wide range of communication tools to most effectively
and positively get in touch with the largest possible audience. The below chart
shows the budget breakdown by month and by each communication tool:


                                                                          Social
           Television   Print        Billboard    Email        Blog       Media      Totals
 April     30,000,000   20,000,000   15,000,000   25,000,000   10,000,000 25,000,000  $125,000,000.00
 May       30,000,000   20,000,000   15,000,000   25,000,000   10,000,000 25,000,000  $125,000,000.00
 June      30,000,000   20,000,000   15,000,000   25,000,000   10,000,000 25,000,000  $125,000,000.00
 July      25,000,000   16,000,000   11,000,000   20,000,000   10,000,000 14,000,000    $96,000,000.00
 August    25,000,000   16,000,000   11,000,000   20,000,000   10,000,000 14,000,000    $96,000,000.00
 September 25,000,000   16,000,000   11,000,000   20,000,000   10,000,000 14,000,000    $96,000,000.00
 October   30,000,000   16,000,000   10,000,000   10,000,000   15,000,000 15,000,000    $96,000,000.00
 November 30,000,000    16,000,000   10,000,000   10,000,000   15,000,000 15,000,000    $96,000,000.00
 December 30,000,000    16,000,000   10,000,000   10,000,000   15,000,000 15,000,000    $96,000,000.00
 January   20,000,000   14,000,000   10,000,000   10,000,000   15,000,000 14,000,000    $83,000,000.00
 February  20,000,000   14,000,000   10,000,000   10,000,000   15,000,000 14,000,000    $83,000,000.00
 March     20,000,000   14,000,000   10,000,000   10,000,000   15,000,000 14,000,000    $83,000,000.00
                                                                                     $1,200,000,000.00


        Television, Print, and Billboard communication tools have been part of the
Toyota marketing communication plans for decades, and these tools are
extremely common ways for other automotive companies to communicate. At
time such as now, it is extremely important to be able to contact our clients as
quickly as possible to let them know how important they are to us. Technology
and internet communications should be our best friend right now, as they let us
keep in continued contact with our clients both on a personal level, but also let
clients personally interact with each other and with the Toyota family through
blogs and social media. Each of these six forms of communication are intended to
work with each other as they all will be geared towards the same objective.


                                                                                    11
Putting high emphasis on using social media and blogging will allow us to
communicate using new era tools, which we intend to help emphasize our
superiority over our competition. Below two graphs show a more graphical
depiction of our communications budget separated by the tools we intend to use.
The fist graph pertains to our immediate spending (April 2010), and the second
graph shows the yearlong campaign spending agenda.




                                                                             12
Implementation
The implementation plan for this communications strategy during the
“hypothetical” recall month of April and will span throughout the summer into
2011. This plan assumes that the recall occurs in late march rather than January
of 2010(for academic purposes). The campaign will span the United States,
targeted specifically in major cities across the country or densely populated areas.
The advantage of a heavy online presence creates the ability to appear everywhere
(as long as the customer has access to the internet) and direct customers to the
closest Toyota dealer. The plan is to create niche cross-functional teams within
regional areas to address the issue on a full-time basis. The teams will consist of
marketing, production, engineers, and Information technology. Regions will
assign a middle management position to lead the cross functional teams that
report to the US based Executive planning group. The organizational chart would
look like this:
                                    Exec Planning Group



 Region 1 - Head        Region 2 - Head          Region 3 - Head      Region 4 - Head




 Cross Functional       Cross Functional         Cross Functional     Cross Functional
 Team                   Team                     Team                 Team



Evaluation
Evaluating the effectiveness of our advertising will involve several different
strategies and methods depending on the nature of the advertising medium.
Some are more easily quantified, while some methods do not show direct impacts
on revenue generation. The following is a break down of each advertising
method, with the evaluation method that best fits it. These methods of evaluating
our Integrated Marketing Communications Strategy will be coupled with
traditional post consumer evaluation methods such as Recognition tests, attitude
and opinion tests.

Television Evaluation
Our method for evaluating television impressions will be divided into geographic
areas. All the major networks that we will advertise with cover virtually all of the
United States, and their audiences are measured by the company that provides
the television network. A geographic area within New York for example will
cover a 75 mile radius and 94 million homes. The average television network
program achieves 11.0 rating, which means it reaches 11 percent of those 94
million homes(10.3 million). We would advertise 10 one minute commercials


                                                                                    13
during a given day on networks with a rating of 11.0 meaning 10x10.3 million=
103 million impressions. This provides us with the ability to evaluate, with some
degree of certainty the amount of viewers of our commercials and later helps us
derive a cost per viewer evaluation for cost effectiveness.

Billboard Advertising Evaluation
With billboard advertising it is hard to derive direct impacts on brand awareness.
For this reason, we will ask dealers to have customers fill out a survey in the
dealership when the customers bring in their vehicle to have their gas pedal fixed.
The survey will be short as to not aggravate the customer but will contain a
question as to what form of advertising was most effective in reaching them in
order for them to get their vehicle in for repairs (Recall test). Results that show a
billboard directed them to an online source, will help quantify the number of
customers who were impacted by billboard advertisements.

E-mail and Blog Evaluation
With the use of blog and social media web tickers, and analytics software it is
quite easy to quantify the amount of people who not only access your web page,
but also how long they spend on the site, whether they travel to links within your
domain, and even their geographic area based on IP address. This makes
evaluating the cost effectiveness of your online advertising methods the most
accurate of all advertising methods.

Social Media Evaluation
Derived from Net Sentiment of the Brand, this calculation allows Toyota to
develop a score that compares its online presence to the industry. It is a method
of evaluating all online social media conversations about the Toyota brand and
yielding the positive/negative results into a quantitative value.


                                          SIM Score (Social Influence
                                          Measurement)
                                          (Positive + Neutral Conversations –
                                          Negative Conversations)
                                          / Total Conversations for the Brand
                                          All Divided by
                                          (Positive + Neutral Conversations –
                                          Negative Conversations)
                                          / Total Conversations for the Industry




                                                                                   14
Evaluation of Costs
The cost of our advertising does not mean much as a single dollar value, however
broken down into Cost per Thousand(CPM), and Rating they can help rationalize
the investment. Cost per thousand is Cost of Total Advertising/Total Audience X
1000. Many of the methods we mentioned prior to this allow for finding total
audience, this makes this method easy to quantify. Rating (Number of
households tuned into program/total number of households in market) is used in
conjunction with our television advertising evaluation to access a real time value
that be directly compared to competitor values.




                                                                                15
The Advertisements

Television Advertisement

Can be found at: http://www.youtube.com/watch?v=WLRhu6cdZVw




Social Media Campaign:




                                                              16
The Official Recall Blog – www.toyotawithyouinmind.blogspot.com




Magazine Advertisement: See next page


                                                                  17
18
Outdoor – Billboard and Mobile




                                 19
20
Email Marketing




To:    Valued Customer (valued.customer@gmail.com)

Cc:    Customer Care (customercare@toyota.com)

Bcc:


Dear Valued Customer;


As you may be aware TOYOTA recently conducted a voluntary recall on several of our
automobile models. We would like to take the time to personally apologize to you, our
valued, customer, and ensure you that all of the proper measures are being taken
towards properly and professionally fixing this issue.

We care about our customers, because our customers make us who we are. We want to
guarantee to you that from now forward, and just like we have always been, we are
conducting all of our business and production aspects with you in mind.

If you have any further questions regarding the recall or any other issues please feel free
to contact us using one of the options outlined below, or contact your local TOYOTA
dealer.

Our website is continually being updated with information regarding the recall. Visit
www.toyota.com for further details.

Once again we sincerely appreciate your understanding during this time! Thank you for
you continued loyalty.


Sincerely,

Akido Toyoda, CEO, TOYOTA Motor Corporation
        e-mail: customercare@toyota.com              Or send correspondence to: Toyota Motor Sales, U.S.A., Inc.
              Phone: 800-331-4331                                    19001 South Western Ave.
                Fax: 310-468-7814                                           Dept. WC11
        Mon - Fri, 5:00 am - 6:00 pm PST                                Torrance, CA 90501
          Sat, 7:00 am - 4:00 pm PST




                                                                                                       21
References

Toyota USA Recall Info (Toyota.com Official)
http://pressroom.toyota.com/pr/tms/toyota/toyota-consumer-safety-advisory-102572.aspx

Toyota Canada Recall (Toyota.ca Official)
http://www.toyota.ca/cgi-
bin/WebObjects/WWW.woa/wa/vp?vp=Home.WhatsNew.RecallSolution&language=eng
lish

News Update on recent Toyota mishap:
http://abcnews.go.com/Blotter/runaway-toyotas-questions-raised-drivers-account-san-
diego/story?id=10098535

Effects of the Recall: (Fox News) - Video
http://news.yahoo.com/video/us-15749625/effects-of-toyota-s-recall-17903323

How Expensive is this recall? (Associated Press)
http://www.google.com/hostednews/ap/article/ALeqM5jTG7SuUsayqE6bO9GPluAfU5b
lewD9EFMCGO0

Marketing efforts Post Recall -
http://www.marketingmag.ca/english/news/marketer/article.jsp?content=20100128_1504
51_10136

Social Media/Internet for Recall advertising -
http://mathieson.typepad.com/genwow/2010/02/toyota-turns-to-social-media-in-recall-
campaign.html
http://www.searchfuel.com/2010/02/toyota-recall-search-social-meltdown/
http://www.clickz.com/3636443

Us turning this crisis into a positive situation (Or at least lessen the impact)
http://mashable.com/2010/02/22/toyota-brand/

Sim Score
http://www.clickz.com/3634393




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