Concern Of Toyota Vehicle Recall In Malaysia Marketing Essay

Concern Of Toyota Vehicle Rec either last(predicate) In Malaysia Marketing EssayUMW Toyota take Sdn. Bhd is a joint comp either which is form by several(prenominal) companies including UMW Holdings Berhad, Japans Toyota Motor Corporation and Toyota TSUSHO Corporation. The company is prioritizing and engaging a process of manufacture or concourse, 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 operations argon guided by international best practices, based on the Toyota command Principles. They adopt the highest standards in management, safety, employee welfare, environmental conservation and community relations.Issue IdentificationSince early 2010, Toyota has been performing a series of sequesters of their vehicles such as Camry, Corolla, Lexus and Prius in several countries such as join States and Europe. The recalls are conducted as exploi t to amend the issue of sticking acceleration pedal in floor mats for safety purposes. (Toyota News, 2010)The United States division of Toyota has been hardly slammed regarding to this on-going issue. In the same article from Time, a social worker from Tennes view, Rhonda Smith quoted Shame on you, Toyota, for being so greedy she said. (Time, 10). This disceptation is just a sample of current creation perception towards Toyota in which Toyota has to take a recovery action.However, Malaysias Toyota Models are non affected by the recalls, pull for Toyota Prius model. Toyota vehicles in Malaysia are Completely Knocked-Down (CKD) line, it means that all vehicles are locally assembled for the local market. Especially for Toyota Camry models, its sources comp unitarynts come from different suppliers and have different mechanical architectures canvas to United States counterparts. (Autoworld, 2010).In a case of occurrence technical problems to Toyota Prius, Malaysia only recalled 60 u nits due to slight error in its ABC braking system. (Autoworld, 2010). It is entirely unrelated to the case of mass recalls over sticking accelerator pedal in floor mats.UMW Toyota Motor Sdn. Bhd. is now responsible to inform exoteric especially Toyota owners that in that respect is nothing to worry near. The omnipresence of foreign news in media and probably their lack of knowledge of a divide entity managing the Toyota brand in Malaysia have mislead and confused the world to actually believe that all Toyota models in worldwide are plagued with these impaired safety features.The focal point of the campaigns is to maintain the image of Malaysias Toyota. It superpower be a costly affair, however it hopefully go forth further save the company financially and reputation-wise in the long period.Target Audience chief(a) Toyota vehicles ownersWe have chosen thatloyalcustomersof Toyota as the firsttargetaudience. We are vigorous aware these loyal customers have put their trust in T oyotas products for years. With the recall issue like this, it affects their mindset and trust to Toyota products. Throughthis campaign,wewant to inform that Toyota Malaysia exit everlastingly provide its best service for its loyal customersSecondary Malaysia habitual (young and working adults specifically)This category is intended due to high demand of having personal ride among student and young workers. Those who are still thinking or ability be interested in purchasing Toyota vehicles will not be disturbed by the preaching of Toyotas product recall issue.Tertiary Media (local print and broadcast)Media is one of the most strong tools to notify and inform a broader audience whether it is in a form of print or broadcast. We all are aware the competency of media is able to influence publics opinion and perception. Through this medium, it will help to rebuild Toyota image and reinforce trust that Toyota has received from its customers and Malaysia public.GoalsThere is only sing le all important(p) goal that needs to be achieved through this campaign isRebuild and strengthen confidence in ToyotaObjectivesSeveralobjectives in the implementation of the campaign to facilitate the paygrade process are listed at a lower placeTo inform public that the on-going recall issue does not affect Toyota Malaysia models.To mend publics knowledge of safety and quality performance of Toyota vehiclesin Malaysia.To strengthen brand loyalty 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 body 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 conscious of the needs, comfort and safety of society.Toyota is well aware that thrust comfort and safety is the most important factors for cus tomers and public. Toyota is trying to prove once again that the public needs are the top precedency 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 use of specialised tactics targeted at the media. These specialised tactics will promote the project through educating and informing the publics ab push through the reasons they invested in it and what the target audience can obtain from it. The strategies are in the followingMedia CampaignUMW Toyota will create 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 hopefully will be able to inform Toyotas customers, wider public as well as media about the on-going recall issue and sterilise sure that there is nothing to worry about.On-gr ound 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 practical ways on how Toyota maintain the safety and convenience of drivers through subsisting facilities. This strategy will educate public to maintain safety during driving.TacticsTo 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 Service Announcement.A new 30-second advertisement revolving around Toyota brand has been slated to interminably produce their vehicles. The advertisement will also have two variations, which will add up to a total of three advertisements. Additionally, all three advertisements will be presented in four languages which are Bahasa Malaysia, English, Chinese and Tamil. These advertisements will b e 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 publication such as Berita Harian, The Star, New Straits Times, Tamil Nisan, and Sin Chew DailyFor Public Service Announcement, UMW Toyota will collaborate with Astros radio station 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 nominal production because the stations are obligated to air PSAs.Uncontrolled Media Media Release and Media KitsUMW Toyota will supply all Malaysias leading news agencies and automobile publication media releases and media kits that deport FAQs and feature stories.Interpersonal Distributing AgentsAll licensed distributors will be equipped with m edia kits to enable their agents to be well-informed with the issue and should be able to answer any inquiries from customers.On-ground Promotion and Education CampaignFree Test Drive SessionToyota will draw a free test driving promotion for the drivers and let them to come to the nearest Toyota showroom around their living area and drive directly some vehicle models before deciding on the possibility to leveraging Toyota vehicles. By doing a free test driving, people can 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 models. 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 expe riencing any technical problem at all it is stable and secure for a ride. Media release and media kits will also be handed out to public and media during the eccentric to provide more information for those who do not really notice about the recall issue.Smart driving force SeminarUMW Toyota will hold a public seminar which is attended by experts in their fields of Toyota Malaysia. There will be a vernacular 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 outcome regarding to any technical problems than often 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 section between the participant and the spokesperson right after the speech done. Moreov er, in this event, participants will also be taught on how to check all vehicles components step 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 MeetingPSATV Ads MeetingTV AdsPrint AdsMediaReleaseDraft Media KitsFAQsFeature boshFree Test Drive SessionSmart Driving SeminarCampaign EvaluationBudget2011ExpensesCostPublic Service AnnouncementHave Toyotas work to be mentioned in 4 radio stations PSA for 4 monthsRM 20,000 (RM5000/Month)AdvertisementProduction of three ads in four languagesAds apportionment 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 postcodeFAQNoneNilFeature StoryNoneNilTotal 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 adjudicate are as followTo inform public that the on-going recall issue does not affect Toyota Malaysia models.A survey will be distributed to Toyota customers and public to see the number of them actually aware and heard of this on-going issue. This survey will determine public awareness of recall issue which is quite disturbing especially for Toyota customers. And by doing this campaign, hopefully we can determine whether public wil l 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 to Toyotas customers and public who attend the free test driving session and smart driving seminar. They will be asked about how well their information and knowledge about safety driving before and after attendance 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 semina r. This action is conducted to see whether better perception and loyalty are achieved through this campaign.