b a t e s h e l l a s toyota after sales follow up image campaign 1998 17/7/98
TRANSCRIPT
B A T E S H E L L A S
TOYOTA AFTER SALESTOYOTA AFTER SALES
FOLLOW UP IMAGE CAMPAIGN
1998
17/7/98
B A T E S H E L L A S
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
B A T E S H E L L A S
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.
B A T E S H E L L A S
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:
B A T E S H E L L A S
THE GREEK MARKET AT PRESENTTHE GREEK MARKET AT PRESENT
A. The Greek CustomerFuture TOYOTA
DriverCurrent TOYOTA
Driver
B. Services ProvidedBefore and during saleAfter Sale
B A T E S H E L L A S
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.
B A T E S H E L L A S
THE GREEK MARKET AT PRESENTTHE GREEK MARKET AT PRESENT
• 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.
B A T E S H E L L A S
However, the current trend on behalf of car manufacturers demonstrates parity in:
Technology
Car manufacturing
Spare parts
Design
THE GREEK MARKET AT PRESENTTHE GREEK MARKET AT PRESENT
B A T E S H E L L A S
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
B A T E S H E L L A S
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.
THE GREEK MARKET AT PRESENT:THE GREEK MARKET AT PRESENT:
GENERAL CHARACTERISTICSGENERAL CHARACTERISTICS
B A T E S H E L L A S
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:
THE GREEK MARKET AT PRESENT:THE GREEK MARKET AT PRESENT:
GENERAL CHARACTERISTICSGENERAL CHARACTERISTICS
B A T E S H E L L A S
• 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
THE GREEK MARKET AT PRESENT:THE GREEK MARKET AT PRESENT:
GENERAL CHARACTERISTICSGENERAL CHARACTERISTICS
B A T E S H E L L A S
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.
THE GREEK MARKET AT PRESENT:THE GREEK MARKET AT PRESENT:
GENERAL CHARACTERISTICSGENERAL CHARACTERISTICS
B A T E S H E L L A S
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.
THE GREEK MARKET AT PRESENT:THE GREEK MARKET AT PRESENT:
GENERAL CHARACTERISTICSGENERAL CHARACTERISTICS
B A T E S H E L L A S
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.
THE GREEK MARKET AT PRESENT:THE GREEK MARKET AT PRESENT:
ADVERTISINGADVERTISING
B A T E S H E L L A S
B A T E S H E L L A S
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.
THE GREEK MARKET AT PRESENT:THE GREEK MARKET AT PRESENT:
ADVERTISINGADVERTISING
B A T E S H E L L A S
• 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.
TOYOTA AFTER SALESTOYOTA AFTER SALES
BRAND ESSENCEBRAND ESSENCE
BRANDESSENCE
B A T E S H E L L A S
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.).
B A T E S H E L L A S
ADVERTISING STRATEGY ADVERTISING STRATEGY
THE PRESENT AND FUTURE THE PRESENT AND FUTURE
FOLLOW UP IMAGE CAMPAIGN FOLLOW UP IMAGE CAMPAIGN
FOR 1998FOR 1998
B A T E S H E L L A S
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.
B A T E S H E L L A S
ADVERTISING STRATEGYADVERTISING STRATEGY
ADVERTISING OBJECTIVES:
To inform on the TOYOTA philosophy
To extend the leadership position of TOYOTA
also in the domain of After Sales.
B A T E S H E L L A S
ADVERTISING STRATEGYADVERTISING STRATEGY ,
TARGET GROUP / DEMOGRAPHICS:
Primarily men, secondarily adults
Aged 35+
Middle socio-economic class
Nation-wide coverage
B A T E S H E L L A S
ADVERTISING STRATEGYADVERTISING STRATEGY
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.
B A T E S H E L L A S
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
B A T E S H E L L A S
ADVERTISING STRATEGYADVERTISING STRATEGY
U.S.P.
Lasting customer satisfaction is synonymous to TOYOTA.
B A T E S H E L L A S
ADVERTISING STRATEGYADVERTISING STRATEGY
CONCEPT:
At TOYOTA HELLAS, customer satisfaction is a vocation, the guiding light which only a leader has the resources and knowledge to deliver.
B A T E S H E L L A S
FOCUS OF SALE
TOYOTA AFTER SALES
is the only rational choice when it comes to:
guaranteed service, spare parts and accessories.
ADVERTISING STRATEGYADVERTISING STRATEGY
B A T E S H E L L A S
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.
ADVERTISING STRATEGYADVERTISING STRATEGY
B A T E S H E L L A S
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
B A T E S H E L L A S
CREATIVE STRATEGY 1998CREATIVE STRATEGY 1998
CHANGE OF COPY STRATEGY
WHY?
B A T E S H E L L A S
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:
CREATIVE STRATEGY 1998CREATIVE STRATEGY 1998
B A T E S H E L L A S
CREATIVE STRATEGY 1998CREATIVE STRATEGY 1998
• 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.
B A T E S H E L L A S
CREATIVE STRATEGY 1998CREATIVE STRATEGY 1998
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!
B A T E S H E L L A S
CREATIVE STRATEGY 1998CREATIVE STRATEGY 1998
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.
B A T E S H E L L A S
CREATIVE STRATEGY 1998CREATIVE STRATEGY 1998
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.
B A T E S H E L L A S
COMMUNICATION VEHICLESCOMMUNICATION VEHICLES
TV:
• Innovative, leader’s approach
• Mass Medium/Reach• Creativity
NEWSPAPERS:
• Image• More Information to
be communicated• Link to tactical
campaigns
B A T E S H E L L A S
TOYOTA AFTER SALESTOYOTA AFTER SALES
CREATIVE PROPOSALSCREATIVE PROPOSALS
B A T E S H E L L A S
TOYOTA AFTER SALESTOYOTA AFTER SALES
MEDIA PROPOSALSMEDIA PROPOSALS