Toyota: Repositioning The Brand in Europe (A)
-
Upload
fez-research-laboratory -
Category
Documents
-
view
231 -
download
1
Transcript of Toyota: Repositioning The Brand in Europe (A)
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
1/35
P r e s e n t
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
2/35
Repositioning Product in Europe
29111311 Haidir Afesina
29111363 Wirania Swasty
29111384 Chairunnisa Mirhelina
29111387 F X Kresna Paska
29111398 Aqsa Adhiperwira29111400 Fajar Liem
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
3/35
Outline
Background
Timeline
Goal
Toyota in Europe
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
4/35
Toyota Motor Company
established
1937
1960entered into Europe
in Scandinaviancountries, Belgium,
Switzerland
Entered intoGermany,
Austria, Ireland,
Iceland
1970
Mid -1970TMC Brussels wasestablished, then
renamed TMME(Toyota Motor
Marketing
Europe)
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
5/35
Timeline until Millennium
entered intoCanada and
U.S, develop
first plant inUS
1980
1990
Entered into
Italy, Poland,
Hungry
announced
New
InternationalBusiness Plan
1997
2000
Toyotaembraced
Challenge2000
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
6/35
Products Portfolio
Sedan
Trucks
Sports
car
Comp
Cars
4WD
Hi-Ace
Camry
Land Cruiser
Yaris Celica
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
7/35
Toyotas 7 Guiding Principles
Honor the language and spirit of the law of every nation and undertake open and fair business activitiesto be a good corporate citizen of the world.
Respect the culture and customs of every nation and contribute to economic and social development
through corporate activities in their respective communities.
Dedicate our business to providing clean and safe products and to enhancing the quality of life
everywhere through all of our activities.
Create and develop advanced technologies and provide outstanding products and services that fulfill
the needs of customers worldwide.
Foster a corporate culture that enhances both individual creativity and the value of teamwork, while
honoring mutual trust and respect between labor and management.
Pursue growth through harmony with the global community via innovative management.
Work with business partners in research and manufacture to achieve stable, long-term growth and
mutual benefits, while keeping ourselves open to new partnerships.
The expansion was led by a set of criteria that Toyota employees reffered to internally
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
8/35
Issues
market share in Western Europe (1998) only 3%
its goal to raise to 5% by the year 2005
different positioning and perception as a main
obstacle to growth
need to reposition the brand
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
9/35
Competition Analysis
Toyota
28%
Nissan
17%Honda
14%
Suzuki
9%
Mitsubishi
8%
Daihatsu
7%
Mazda
6%
Fuji-Subaru5% Isuzu
0%
Imports
6%
Sales in Japan in 1998
Japanese car manufacturers facing new realities
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
10/35
Europe Market Share
18%
12%
11%
11%11%
10%
6%
4%
2%12%
3% Volswagen
GM
PSA
Fiat
Renault
Ford
BMW
Mercedes-Benz
Volvo
JapaneseKorea
Ford & GMs market share declined
VW able to increase its share
Required carmakers
to be responsive to the market
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
11/35
Japanese Manufacturers Positioning
in Europe
Lower income segments
Perceived as offering value for money
Lack distinctive brand images
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
12/35
Objective of TMME
To oversee and coordinate Toyota's sales and parts distribution aswell as product planning activities
Mission:
Supplying the range of vehicles, parts, accessories and services to meet the
requirements of the South African and export markets that it services
Ensuring that products are of outstanding quality, value for money and instill
pride of ownership
Vision: Toyota will lead the way to the future of mobility, enriching lives around the
world with the safest and most responsible ways of moving people
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
13/35
Challenge 2000
How to further reduce the cost of owning a Toyota
Cost of Ownership
How to improve customer satisfaction
Customer Delight
How to improve operational efficiency and profit margins of dealers
Network Development
Build Toyota into more desirable brand
Developing communicating strategies for repositioning
Brand Management
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
14/35
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
15/35
1998, The company had topped Nissan's sales
in Europe for the first time ever,
but was still a weak spot only 3%,
whereas had secured over 10% in other
international markets (USA)
the market was mature and still dominated bylocal players.
different positioning and perception of the
Toyota brand across Europe as a main obstacleto growth.
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
16/35
What explains Toyota s disappointing
market share in Europe?
Below average sales of Toyota
dealers compared with other
manufacturersLack of unique, distinct image.
Lack of brand personality
Lack of Production capacity in
Europe
Intangible brand is cold,
secretive, introvert, notcustomer focus
Domestic law for distributor
Trade Restriction
Lack of a strong dealership
network in Europe
European has strong
nationalism on brand
Internal
External
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
17/35
brand managements role
PROMOTEthat Toyota is a brand that symbolizessustainable development and brands which are infusedwith the latest cutting edge technology.
CREATEan image that it is environment friendly and thelow emission technology with reduction in ownership costsand high residual values.
COMMUNICATEthat the company packaged as abrand that ensures safety and quality.
SUCCESSFULLY communicate these qualities tocustomer so it would create brand association andperspective about Toyotas performance, thus, increasesales.
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
18/35
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
19/35
JAPANESE BRAND
Market research revealed that
Europeans were not very aware of
Japan and Japanese culture
fall prey to "Foreign Protectionism.
would not help Toyota to gainmarketing advantage to build a
manufacturing in Europe and
investing in the European Union.
this would give its competitors
plentiful opportunity to stereotype
Toyota brand that does not belongin Europe.
Learn from FORD. Fords success can
be attributed to the platform built
upon domestic brand and not an
American brand.
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
20/35
Problem: Europeans are very different from the rest of the
world in regards to needs and desires as because ofadvance economies
The biggest area of concern was Toyota's tangiblebrand identitylow pride and weak design appeal.
Solution:
Need to identify specific market segments and thenbe in sync with these segments.
European brand
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
21/35
Global or International Brand
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
Germany
Italy
UK
France
Spain
Switzerland
Sweden
Portugal
Greece
Japanese Market Share Problem:
Not the best strategy
Every European country has
its own preferences andhave their own nationalchampions
Success in 1 country cant
be apply in another market sophisticated and prefer
automobile which canfulfilled their needs.
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
22/35
Japanese Brand
European Brand
International Brand
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
23/35
European Strategy
from Ex. 10 it can be seen that European
awareness of Toyota is very low with a very
low brand preference.
The Europeans like their car to be strong,
dynamic, friendly and basic.
However, Toyota is identified as a car
manufacturer that is modern and intelligent.
Brand Perception in European Market
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
24/35
8%
1%
1%
22%
3%
2%
25%
4%
3%
38%
4%
3%
50%
6%
4%
50%
10%
5%
55%
12%
5.50%
58%
14%
7%
60%
9%
5%
European Awareness
European Consideration
European Preferences
Brand Perception in European Market
Ford Mercedes Peugeot BMW Audi
Citroen Nissan Toyota Honda
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
25/35
Market Overview Belgium (98)
0
1
2
3
4Value for money
Style
Technology
EnvironmentReliability
Quality
Ownership
Appeal
Ford
Toyota
Volkswagen
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
26/35
Market Overview Germany (98)
0
1
2
3
4
5Value for money
Style
Technology
EnvironmentReliability
Quality
Ownership
Appeal
Ford
Toyota
Volkswagen
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
27/35
Market Overview U.K (98)
0
12
3
4
5Value for money
Style
Technology
EnvironmentReliability
Quality
Ownership AppealFord
ToyotaVolkswagen
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
28/35
Brand Equity
Brand
Awareness
Promotion
Advertising
Create good
image
Increase
distribution
channel,
effectiveness
Brand
Loyalty
1 on 1relationship
CRM
Advertising
Brand
Association
Associateeach country
to associate
with what
customer
want and
need.
Perceived
Quality
Distributionchannel
Eco-friendly
Intelligent
Safety
modern
Proprietary
Asset
Productionline
efficiency
Strongdomestic
market
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
29/35
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
30/35
More Desirable Brand
Th
ink Match the
segment market
Effectiveadvertising,promotion, and
public relation
Fix cold,
introvert, and
old fashionimage
F
eel
Create strongattachment
Centralizeddistribution
1-1 relationship
CRM
Act Environment
Friendly Car
Hydrogen fuel,Solar efficacy,other alt. fuel
Unique
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
31/35
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
32/35
Problem Solving
Should abandon its traditional segment of
value seekers, move into higher income
segments
Should standardize its advertising approach
starting with the newest model, Yaris.
Should introduce new positioning
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
33/35
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
34/35
Possible Implementation
Product development & production system
Adding features
Repositioning prices
-
7/23/2019 Toyota: Repositioning The Brand in Europe (A)
35/35
ThanksBIG