b a t e s h e l l a s toyota after sales follow up image campaign 1998 17/7/98

B A T E S H E L L A S

TOYOTA AFTER SALESTOYOTA AFTER SALES

FOLLOW UP IMAGE CAMPAIGN

1998

17/7/98


ContentsContents• Introduction: TOYOTA Philosophy• The market at present• TOYOTA AFTER SALES: Brand Essence• Communication Strategy:

– Marketing Objectives– Advertising Objectives– Target Groups– USP– Reason Why

• Creative Strategy• Communication Vehicles• Creative Proposals• Media Proposals


TOYOTA AFTER SALESTOYOTA AFTER SALESPHILOSOPHYPHILOSOPHY

“Our development is focused on offering to our customer total and original service.”

Based on the EDITORIAL, published in: TOYOTA’S WORLD MAGAZINE, ISSUE 11, DECEMBER 1996, P.I.ATHANASSOPOULOS CEO TOYOTA HELLAS.


TOYOTA AFTER SALESTOYOTA AFTER SALESPHILOSOPHYPHILOSOPHY

• Less than 2 years have passed by ever since “the TOYOTA friend” read its philosophy and TOYOTA has been widely acclaimed through many awards and prizes for its service and friendliness to the end customer. However, 2 factors are still increasingly important and critical to its future success:


THE GREEK MARKET AT PRESENTTHE GREEK MARKET AT PRESENT

A. The Greek CustomerFuture TOYOTA

DriverCurrent TOYOTA

Driver

B. Services ProvidedBefore and during saleAfter Sale


THE GREEK MARKET AT PRESENT THE GREEK MARKET AT PRESENT

• The Greek Customer: Today the Greek driver is far more educated, well informed and in most cases demanding and suspicious. He will be our target audience for `98.



• The services Provided:

Up until today, the main elements influencing car purchase were the following:Brand imagePrice in relation to the financial status of

the prospect.Usage of the vehicle.Manufacturer’s country of origin.


However, the current trend on behalf of car manufacturers demonstrates parity in:

Technology

Car manufacturing

Spare parts

Design



Car manufacturers, Importers and Dealers have only one possibility to differentiate their offer to the customer, and this is SERVICE!

THE GREEK MARKET AT PRESENT:THE GREEK MARKET AT PRESENT:

GENERAL CHARACTERISTICSGENERAL CHARACTERISTICS


SERVICE?

It means to maintain that customers’ needs

incorporate a broader range of requirements

besides car purchase and to be in a position to

fulfil them.




In this respect, major car importers trading in the Greek market have launched a variety of services peripheral to car purchase such as the following:




• Powerful, geographically dispersed, 3-point authorized dealer network

• Financing• Credit cards• Insurance• Road assistance

• Leasing• Approved used cars• Approved accessories and

engine upgrading• Owner’s clubs• ETC. ETC ETC




CONCLUSIONS: Clearly the market today,

through after sales service aims at:

Differentiating the brand and adding value through a series of offerings in an effort to influence the purchase decision

andEnsuring customer loyalty after the choice

of brand has been made.




HOWEVER!!!

The full development and expansion of the after sales services in Greece still remains at an early, introductory stage with few importers in a real position to provide all the above services.




In terms of competitive advertising, one can

notice limited individual efforts such as the

following: TOYOTA AFTER SALES image and product

campaigns of 1997/98. KOSMOCAR image campaigns of `96/`97/`98

communicating the various added-value

benefits to the customer placing emphasis on

the size and the vision of the company.


ADVERTISINGADVERTISING


Ad-hoc seasonal offerings or tactical moves (e.g. OPEL or PEUGEOT for competitive prices on spare parts).

Dealer advertising regarding different services, accessories, engine upgrade or spare parts in the form of small ads or press releases.


ADVERTISINGADVERTISING


• Attributes: Countrywide authorized dealer network comprising 90 members, genuine and approved by TOYOTA spare parts, guaranteed for one

year, 97% availability of spare parts supporting even the oldest models, prize awards for friendliness and customer service, trained personnel,experience, competitive prices.

• Benefits: Availability all over Greece, car maintenance and high resale value, safety, minimum idle time during car repair, economy, ability to solve every problem.• Values: Trust, peace-of-mind, risk-free solutions,

relaxed at all times.• Personality: Honest, friendly, polite, reliable, efficient.• Brand essence: Vocation to customer

satisfaction.


BRAND ESSENCEBRAND ESSENCE

BRANDESSENCE


ADVERTISING STRATEGY / ADVERTISING STRATEGY / THE PASTTHE PAST

Various offers in the form of special “packages” aiming to establish a “value for money” concept in the service and spare parts.

Educational image campaign aiming to: inform and educate the prime prospect on the

span of TOYOTA AFTER SALES Services and to generate demand for the different services

(spare parts, accessories, chassis repair e.t.c.).


ADVERTISING STRATEGY ADVERTISING STRATEGY

THE PRESENT AND FUTURE THE PRESENT AND FUTURE

FOLLOW UP IMAGE CAMPAIGN FOLLOW UP IMAGE CAMPAIGN

FOR 1998FOR 1998


ADVERTISING STRATEGYADVERTISING STRATEGY

MARKETING OBJECTIVE:• To achieve an increase in the

After Sales transactions which means an increase in the number of visits to all authorized dealers outlets for: service, spare parts or accessories.



ADVERTISING OBJECTIVES:

To inform on the TOYOTA philosophy

To extend the leadership position of TOYOTA

also in the domain of After Sales.


ADVERTISING STRATEGYADVERTISING STRATEGY ,

TARGET GROUP / DEMOGRAPHICS:

Primarily men, secondarily adults

Aged 35+

Middle socio-economic class

Nation-wide coverage



TARGET GROUP / PSYCHOGRAPHICS:

• Average customer who takes care of his/her own car. He/she’s been bored from the usual ordeal involved in the servicing of his/her car and what’s more important he/she is suspicious of the level of services rendered and of the costs involved. Sometimes he/she trusts more the neighbourhood mechanic than the authorized dealer because given his ignorance on the subject he/she appreciates more the friendly relationship and trust developed over the years.


ADVERTISING STRATEGYADVERTISING STRATEGY ,

TARGET GROUP / PSYCHOGRAPHICS

• He/she expects accountability for all the services offered and a guarantee for the spare parts and man/hours added to the job.

TOYOTA TOYOTA AFTER SALESAFTER SALES



U.S.P.

Lasting customer satisfaction is synonymous to TOYOTA.



CONCEPT:

At TOYOTA HELLAS, customer satisfaction is a vocation, the guiding light which only a leader has the resources and knowledge to deliver.


FOCUS OF SALE

TOYOTA AFTER SALES

is the only rational choice when it comes to:

guaranteed service, spare parts and accessories.



REASON WHY

Nationwide authorized dealer network comprising 98 dealers in Greece.

Recognized and well appraised reliability and friendliness. Availability and competitive prices in spare parts

combined with immediate response to any request. Well and continuously trained personnel to ensure and

maintain technological expertise in order to be able to solve even the most complicated problems.



IMAGE OF TOYOTA AFTER SALESIMAGE OF TOYOTA AFTER SALES

A. Οffers good serviceΟffers good service

B. National NetworkNational Network

C. Responsible and Responsible and Honest DealersHonest Dealers

D. Competitively Competitively priced sparepartspriced spareparts

E. Guaranteed Service Guaranteed Service

A B C D E0

5

10

15

20

25

30

35

40

45

A B C D E

KOSMO

TOYOTA

FIAT

NISSAN

Research International, Omnibus: June 1996


CREATIVE STRATEGY 1998CREATIVE STRATEGY 1998

CHANGE OF COPY STRATEGY

WHY?


REASON WHY:• Benefits to the customer remain unchanged from the 1997

campaign. • Qualitative Consumer Research carried out by PRISMA

OPTIONS on January `98, on behalf of TOYOTA AFTER SALES, calls for a more human and benefits-oriented way as creative approach to the next image campaign. More specifically:




• The client should feel relaxed and certain that his needs are being taken care of in the most professional manner.

• The customer should be treated as an individual with different needs and wants and not as a mere “cash-cow”.

• He/she should sense that his/her opinion counts, and feel confident that each time he/she visits a TOYOTA dealership, his/her problem will be solved.



HENCE

The creative execution should be human-oriented

focused on the end benefit, being the sense of relaxation and “peace-of mind”enjoyed by the individual, thanks to the TOYOTA AFTER SALES SUPPORT!



REWARD AND SUPPORT:

If I choose a TOYOTA authorized dealership

everytime I need service, spare parts or accessories, I’ll feel calm and confident that my need will be taken care of wherever I am in Greece, thanks to TOYOTA much awarded friendliness, reliability and expertise.



Positioning:

Peace-of-mind because TOYOTA are Peace-of-mind because TOYOTA are always next to me as I ever always next to me as I ever wanted wanted them to be. them to be.


COMMUNICATION VEHICLESCOMMUNICATION VEHICLES

TV:

• Innovative, leader’s approach

• Mass Medium/Reach• Creativity

NEWSPAPERS:

• Image• More Information to

be communicated• Link to tactical

campaigns



CREATIVE PROPOSALSCREATIVE PROPOSALS



MEDIA PROPOSALSMEDIA PROPOSALS

b a t e s h e l l a s toyota after sales follow up image campaign 1998 17/7/98

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