Concern Of Toyota Vehicle Recall In Malaysia Marketing Essay

Concern Of Toyota Vehicle Rec every(prenominal) In Malaysia merchandising EssayUMW Toyota Motor Sdn. Bhd is a joint company which is formed by some(prenominal) companies including UMW Holdings Berhad, Japans Toyota Motor Corporation and Toyota TSUSHO Corporation. The company is prioritizing and engaging a turn of manufacture or assembly, marketing and distribution vehicles.UMW Toyota commands pole position in the aggregate sales of non-national passenger cars, commercial vehicles and four-wheel drives in Malaysia. Their trading operations argon guided by international best practices, based on the Toyota Guiding Principles. They adopt the highest standards in management, condom, employee welf ar, environmental conservation and community relations. break with IdentificationSince early 2010, Toyota has been performing a series of believes of their vehicles much(prenominal) as Camry, Corolla, Lexus and Prius in several countries much(prenominal) as joined States and Europe. The think backs ar conducted as action to amend the eject of sticking acceleration pedal in floor mats for natural rubberty purposes. (Toyota News, 2010)The United States division of Toyota has been hardly slammed regarding to this on-going issue. In the resembling article from Time, a social worker from Tennes fool, Rhonda Smith quoted Shame on you, Toyota, for being so greedy she said. (Time, 10). This statement is just a prove of current universe perception towards Toyota in which Toyota has to take a retrieval action.However, Malaysias Toyota Models ar not affected by the recalls, except for Toyota Prius model. Toyota vehicles in Malaysia be Completely Knocked-Down (CKD) line, it means that all vehicles are locally assembled for the local market. in particular for Toyota Camry models, its sources components come from different suppliers and cast different mechanical architectures compare to United States counterparts. (Autoworld, 2010).In a case of occurrence proficient problems to Toyota Prius, Malaysia only recalled 60 units due to slight error in its ABC braking organization. (Autoworld, 2010). It is entirely uncorrelated to the case of mass recalls over sticking accelerator pedal in floor mats.UMW Toyota Motor Sdn. Bhd. is now responsible to inform everyday in particular Toyota owners that thither is nothing to worry ab come forward. The omnipresence of foreign news in media and probably their lack of knowledge of a divide entity managing the Toyota stain in Malaysia have mislead and conf utilize the commonplace to actually believe that all Toyota models in worldwide are plagued with these impaired base hit features.The focal specify of the political campaigns is to maintain the image of Malaysias Toyota. It mightiness be a costly affair, yet it hopefully depart further save the company financially and reputation-wise in the long period.Target AudiencePrimary Toyota vehicles ownersWe have chosen that lealcustomersof Toyota as the fi rsttarget auditory modality. We are rise aware these true-blue customers have put their trust in Toyotas products for years. With the recall issue similar this, it affects their mindset and trust to Toyota products. Throughthis campaign,wewant to inform that Toyota Malaysia entrust perpetually provide its best service for its loyal customersSecondary Malaysia public (young and workings adults specifically)This category is intended due to high demand of having personal reproof among student and young workers. Those who are still thinking or might be interested in purchasing Toyota vehicles leave not be disturbed by the preaching of Toyotas product recall issue.Tertiary Media (local shanghai and broadcast)Media is one of the most telling tools to notify and inform a broader audience whether it is in a form of print or broadcast. We all are aware the strength of media is able to influence publics opinion and perception. Through this medium, it volition help to rebuild Toyot a image and reinforce trust that Toyota has received from its customers and Malaysia public.Goals in that location is only single crucial goal that take to be achieved by means of this campaign isRebuild and strengthen confidence in ToyotaObjectivesSeveralobjectives in the implementation of the campaign to facilitate the evaluation process are listed on a lower floorTo inform public that the on-going recall issue does not affect Toyota Malaysia models.To repair publics knowledge of synthetic rubber and reference performance of Toyota vehiclesin Malaysia.To strengthen brand fealty and positive perception between public and Toyota Malaysia.Key MessagesLocally-assembled Toyota vehicles are not subjected for recall.All Toyota Malaysia models are assembled by local experts. The assembly of the vehicles and frame parts are made in Malaysia. The sizes of accelerator pedals and floor mats of Toyota models in Malaysia are different from other countries. (UMW Toyota Motor)Toyota is con scious of the needs, comfort and safety of society.Toyota is healthy aware that crusade comfort and safety is the most important factors for customers and public. Toyota is stressful to prove once again that the public needs are the tiptop priority in building strong and proper relationship.StrategyUMW Toyota will implement dual strategies to strengthen image of Toyota Malaysia and to inform public that the recall issue is not affected Malaysias vehicle models through the usage of specialize simulated military operation targeted at the media. These specialised tactics will promote the determine through educating and informing the publics about the reasons they invested in it and what the target audience feces obtain from it. The strategies are in the followingMedia rillUMW Toyota will make water this campaign that maintains the Toyota brands relationship with the public. Regardless, the fact that Toyota has always been there for its customers. Through this campaign, we ho pefully will be able to inform Toyotas customers, wider public as well as media about the on-going recall issue and make sure that there is nothing to worry about.On-ground Promotion and Education CampaignBesides conducting a media campaign, on-ground promotion will also be held. So customers and public will be able to see and experience directly in pragmatic ways on how Toyota maintain the safety and convenience of drivers through actual facilities. This strategy will educate public to maintain safety during driving. playTo achieve a successful campaign, UMW Toyota will have several tactics which attaches all key messages and to be able to deliver it to its customers, public and media coverage.Media CampaignControlled media Advertisement and Public table service Announcement.A new 30-second advertizing revolving approximately Toyota brand has been slated to continuously produce their vehicles. The advertisement will also have two variations, which will add up to a total of tet her advertisements. Additionally, all three advertisements will be presented in four languages which are Bahasa Malaysia, English, Chinese and Tamil. These advertisements will be aired on television such as TV3 during Buletin Utamas commercial shots. Programmes of non-Bahasa Malaysia languages will be advertised on timeslots that are not considered primetime to save cost. There will a print advertisement on newspaper, within the first five pages of every result such as Berita Harian, The Star, New Straits Times, Tamil Nisan, and Sin Chew periodicFor Public Service Announcement, UMW Toyota will collaborate with Astros radio set stations such as Hitz.fm, Era, MY.fm and THR Raga to present PSAs. These PSAs will have few messages about safety driving which supported by Toyota Malaysia and radio stations. This will cost token(prenominal) production because the stations are obligated to air PSAs.Uncontrolled Media Media tumble and Media KitsUMW Toyota will supply all Malaysias leadin g news agencies and automobile publication media releases and media kits that contain FAQs and feature stories.Interpersonal Distributing AgentsAll licensed distributors will be equipped with media kits to enable their agents to be well- apprised with the issue and should be able to answer any inquiries from customers.On-ground Promotion and Education CampaignFree show Drive academic sessionToyota will hold a rid test driving promotion for the drivers and let them to come to the nearest Toyota showroom more or less their living area and drive directly some vehicle models onwards deciding on the possibility to purchase Toyota vehicles. By doing a free test driving, people nates instantly find out how safe and comfortable driving Toyota cars. Public will be more informed accurately and practically about the facilities provided by Toyota. By doing this action, public can also identify and prove that there are no constraints and technical problems occurred to Toyota Malaysia model s. Moreover, customers can also check directly all the technical components system such as gas pedal, brake, clutch, lights, signal, wipers and so on. This will ensure them that Toyota Malaysia models are not experiencing any technical problem at all it is permanent and secure for a ride. Media release and media kits will also be pass out to public and media during the event to provide more information for those who do not really notice about the recall issue. immaterial capricious SeminarUMW Toyota will hold a public seminar which is attended by experts in their fields of Toyota Malaysia. There will be a speech by a president of UMW Toyota Motor Sdn. Bhd., Ismet Suki. Through this event, public will be able to obtain more accurate information about how Toyota handles and maintains safety and comfort of drivers. The seminar will raise the topic regarding to any technical problems than frequently occur in vehicles. In this seminar, Toyota Malaysia will explain specifically several programmes they are running recently as an action to meet the needs of its customers. There will be a question and answer particle between the participant and the spokesperson right after the speech done. Moreover, in this event, participants will also be taught on how to check all vehicles components tread by step before travelling. These steps can educate public in order to improve their knowledge about road safety driving.TimelineThis campaign will run for approximately six months, the schedule is outlined belowTask/2011AprilMayJuneJulyAugustSeptemberPSA concussionPSATV Ads MeetingTV AdsPrint AdsMediaRelease muster Media KitsFAQsFeature StoryFree Test Drive SessionSmart Driving SeminarCampaign EvaluationBudget2011ExpensesCostPublic Service AnnouncementHave Toyotas name to be mentioned in 4 radio stations PSA for 4 monthsRM 20,000 (RM5000/Month)AdvertisementProduction of three ads in four languagesAds allocation on Buletin Utama (one month)Ads allocation in other languages on varying timeslots (one month)Newspapers advertising rate (two weeks)RM 120,000RM 55,000RM 25,000RM 15,000Free Test Drive SessionTechnical equipment and assistance fee (one month)RM 24,000Smart Driving Seminar (twice in a month)Food and BeveragesTechnical equipment (speaker, projector, etc)Ushers feeRM 5,000RM 5,000RM 500Media ReleaseNone nadaFAQNoneNilFeature StoryNoneNil intact costsRM 269,500The total amount also includes the implementation fee for the campaign such as media monitoring, costs for the media release and media kits.EvaluationTo determine how effective and successful campaign, there are some specific indicators which are used to measure the objective and the outcome of the campaign.The following indicators in which UMW Toyota Malaysia will use to evaluate are as followTo inform public that the on-going recall issue does not affect Toyota Malaysia models.A vista will be distributed to Toyota customers and public to see the number of them actually aware and heard of t his on-going issue. This survey will determine public awareness of recall issue which is sooner disturbing especially for Toyota customers. And by doing this campaign, hopefully we can determine whether public will get sort of consolation feelings and have nothing to be concerned about their Toyota vehicle afterward.To improve publics knowledge of safety and quality performance of Toyota vehiclesin MalaysiaA survey questionnaire will be given up to Toyotas customers and public who attend the free test driving session and wound driving seminar. They will be asked about how well their information and knowledge about safety driving before and after attending the events are. This will determine the level improvement of safety and quality performance of Toyota through their responses.To strengthen brand loyalty and positive perception between public and Toyota MalaysiaToyotas customers and public especially those who are attended the free test driving session and smart driving seminar will be handed out this survey. They will be asked to fill out some questionnaires regarding to on-going recall issue and give their perception about it as well as to see their enthusiasm towards the event and seminar. This action is conducted to see whether better perception and loyalty are achieved through this campaign.