Toyota Presented by Aditya Shanker Cut Dewi Kurnia
Toyota Presented by: Aditya Shanker Cut Dewi Kurnia Ammann Paola Cassana
ROADMAP 1. Why and Methodology 2. About Toyota 3. Integrated Brand Reputation-Guided Management 4. Issues and Solution
Why & Methodology WHY METHODOLOGY About Toyota Integrated Brand & Reputation-Guided Mgmt Issues & Solutions
Why & Methodology WHY About Toyota Integrated Brand & Reputation-Guided Mgmt Issues & Solutions METHODOLOGY o On August, 28, 2009 the Lexus ES 350 sedan, made by Toyota, had hit a sports utility vehicle, careened through a fence, rolled over and burst into flames o All four people inside were killed
Why & Methodology WHY METHODOLOGY About Toyota Integrated Brand & Reputation-Guided Mgmt Issues & Solutions
Why & Methodology WHY About Toyota Integrated Brand & Reputation-Guided Mgmt METHODOLOGY Toyota‘s Quality vs Toyota‘s Issues Good opportunity to analyze recent problems with gas pedal Toyota’s philosophy of continuous improvement & giving customer value for money One of the largest Automaker in the world WHY TOYOTA Toyota is internationally recognised Issues & Solutions
Why & Methodology WHY About Toyota Integrated Brand & Reputation-Guided Mgmt Issues & Solutions METHODOLOGY • http: //www 2. toyota. co. jp/en • http: //www. toyota-europe. com • http: //www. logoblog. org/toyota-logo. php • http: //www. fuelyourbranding. com/brand-identity-start-anevolution/ • http: //www. consumerreports. org/cro/cars/new-cars/ Prodjo Sunaryanto Chief Executive Officer Toyota Sales Operation - Indonesia • Corporate Brand Management, Marco Cassanova • Toyota Way
Why & Methodology THE COMPANY LOGO & BRANDING About Toyota Integrated Brand & Reputation-Guided Mgmt Issues & Solutions WORLDWIDE 1918 • Sakichi Toyoda founds Toyota Spining und Weaving 1933 • Kiichiro Toyoda, create an automobile department 1936 • Production Model AA begins 1937 • Establishment of TMC 1950 s • Expanded its roster with a slew of new small cars, export to US 1960 s • First Toyota Sold in Europe 1980 • Toyota Historical Vehicle Production Reaces 30 M Units 1999 • Toyota Historical Vehicle Production Reaces 100 M Unit 2000 s • Toyota‘s Expansion vs Toyota‘s Issues
Why & Methodology THE COMPANY LOGO & BRANDING LOGO BRANDING About Toyota Integrated Brand & Reputation-Guided Mgmt Issues & Solutions WORLDWIDE Toyota launched its first passenger car (1936). Competition was held to established a logo which expressed the feeling of speed The winner had changed Toyoda to Toyota • Not using marketing products • Investing in creating a brand Creating a corporate framework to facilitate customers’ preference for the company's products
Why & Methodology THE COMPANY LOGO & BRANDING About Toyota WORLDWIDE Integrated Brand & Reputation-Guided Mgmt Issues & Solutions
Why & Methodology THE COMPANY LOGO & BRANDING About Toyota WORLDWIDE Integrated Brand & Reputation-Guided Mgmt Issues & Solutions
Why & Methodology Corporate Mission About Toyota Brand Mission Integrated Brand & Reputation-Guided Mgmt Impression Management Corporate Identity → Who are we? Corporate Mission Customer Need Orientation →What do we offer? Corporate Mission Business Strategy →What is our business now & in the future? Vision & Mission →What is our aspiration? Issues & Solutions Integrated Communication
Why & Methodology Corporate Mission Brand Mission About Toyota Integrated Brand & Reputation-Guided Mgmt Impression Management Corporate Identity Who are we? Toyota Way Corporate Mission Challenge Kaizen (improvement) Genchi Genbutsu (go and see) Respect Teamwork Issues & Solutions Integrated Communication
Why & Methodology Corporate Mission Brand Mission About Toyota Integrated Brand & Reputation-Guided Mgmt Impression Management Corporate Identity Issues & Solutions Integrated Communication • Vision Statement: To become the most successful and respected car company in each market around the world by offerring customers the best purchasing and ownership experience (CSR Policy) CSR POLICY : Contribution towards Sustainable Development” → Interprets and explains the “Guiding Principles at Toyota” taking into consideration of our relationship with stakeholders. • Mission Statement: To make maximum long-term profits for its stockholders and be a good corporate citizen.
Why & Methodology Corporate Mission About Toyota Integrated Brand & Reputation-Guided Mgmt Impression Management Brand Mission Corporate Identity Issues & Solutions Integrated Communication Business Strategy - Growth Philosophy Quality Improvement Long-term and Stable Growth Drivers Take - in Technology Opportunities PRODUCT Production & Supply Sales & Marketing Product Quality / Cost Human Ressources Full-line & All Regions Risks Avoid
Why & Methodology Corporate Mission Brand Mission About Toyota Integrated Brand & Reputation-Guided Mgmt Impression Management Corporate Identity Issues & Solutions Integrated Communication Business Strategy Technology Production & Supply • Challenges for Sustainable Mobilitiy Corporate →CO 2 Reduction x Fuel Efficiency x • Sustainable Plant Activity → Introduction of Innovative Technology Manufacturing → Harmony with the natural environment → Innovation and Kaizen of Manufacturing Technology Alternative Energy Source Mission Sales & Marketing • Regionally Balance Growth → Change in Geographical Compositions
Why & Methodology Corporate Mission Brand Mission About Toyota Integrated Brand & Reputation-Guided Mgmt Impression Management Business Strategy Product Quality • Reinforce – built in quality with ownership Corporate Cost Mission • Promote value innovations to increase net profits Human Ressources • Global promotion of self reliance Corporate Identity Issues & Solutions Integrated Communication
Why & Methodology About Toyota Corporate Mission Brand Mission Integrated Brand & Reputation-Guided Mgmt Impression Management Corporate Identity Customer Need Orientation Toyota Philosophy: v. Tomorrow will be better than today Corporate v. Everybody should win Mission v. Customer first, dealers second and manufacturing last v. Genchi Genbutsu (go and see things for yourself, firsthand) v. The next process is our customer Issues & Solutions Integrated Communication
Why & Methodology Corporate Mission About Toyota Brand Mission Integrated Brand & Reputation-Guided Mgmt Impression Management Corporate Identity Reputation Measurement Analysis → How are we perceived? Brand Mission Gap Analysis (Stakeholder Specifics) →How‘s our behaviour perceived at the various touchpoints? Brand Personality : The Brand Essence → How do we want to be perceived? Issues & Solutions Integrated Communication
Why & Methodology Corporate Mission Brand Mission About Toyota Integrated Brand & Reputation-Guided Mgmt Impression Management Reputation Measurement Analysis • Environmentally Friendly & Green • Technology & Innovation • Quality Brand Personality • Sustainable Mobility Gap Analysis • No significant gap until recent events with gas pedal • Future gaps: - Safety - Quality - Technology - Value Corporate Identity Issues & Solutions Integrated Communication
Why & Methodology Corporate Mission Brand Mission About Toyota Integrated Brand & Reputation-Guided Mgmt Impression Management Corporate Identity Brand Architecture → Scenarios Impression Management Emerging into a Brand Reputation Guided Company Impression Management Evolvement of The Brand Personality → Attributes & Core Values Issues & Solutions Integrated Communication
Why & Methodology Corporate Mission Brand Mission About Toyota Integrated Brand & Reputation-Guided Mgmt Impression Management Toyota Motor Corporation Brand Architecture Level 1: One firm Impression Level 2: Management House Branding Level 3: Endorsed Branding Level 4: Separate Branding Corporate Identity Issues & Solutions Integrated Communication
Why & Methodology Corporate Mission About Toyota Integrated Brand & Reputation-Guided Mgmt Impression Management Brand Mission Corporate Identity Integrated Communication Evolvement of the brand personality – Attributes & Core Values 1. “Honour the language and spirit of the law of every nation. . . ” 2. “. . . contribute to economic and social development. . . ” Impression 3. “. . . clean and safe products and to enhancing the quality of Management life. . . ” 4. “. . . advanced technologies. . . ” 5. “. . . Foster a corporate culture. . . ” 6. “. . . growth in harmony with the global community. . . ” (Translation from original Japanese. ) Issues & Solutions
Why & Methodology Corporate Mission Brand Mission About Toyota Integrated Brand & Reputation-Guided Mgmt Impression Management Corporate Identity Issues & Solutions Integrated Communication Emerging into a brand reputation guided company Brand-guided companies Alignment of the principles: • Work in harmony with society • Be creative • Work respecting the environment and the culture of each Land in which Toyota operates Branding is strategy
Why & Methodology Corporate Mission Brand Mission About Toyota Integrated Brand & Reputation-Guided Mgmt Impression Management Corporate Identity Creating a fitting visual style (look & feel) Corporate Design Corporate Identity Developing Consistent Guidelines Corporate Behaviour Defining Stakeholder Specific Messages Corporate Communication Issues & Solutions Integrated Communication
Why & Methodology Corporate Mission Brand Mission About Toyota Integrated Brand & Reputation-Guided Mgmt Impression Management Corporate Identity Issues & Solutions Integrated Communication Corporate Design Product Logo Corporate Logo § There are three ovals in the logo that combine to form the letter "T", stands for Toyota. § The overlapping of the two perpendicular ovals inside the larger oval represent the mutually beneficial relationship and trust. § The larger oval represent the “global expansion of Toyota’s technology and unlimited potential for the future.
Why & Methodology Corporate Mission About Toyota Brand Mission Integrated Brand & Reputation-Guided Mgmt Impression Management Corporate Identity Issues & Solutions Integrated Communication Corporate Communication Customers Customer First„ (guiding principles 3 and 4) Protect the personal information in accordance with the letter and spirit of each country‘s Shareholders Enhance corporate value while achieving a stable and long-term growth for the benefit of our shareholders (guiding principles 6) We provide our shareholders and investors with timely and fair disclosure on our operating results and financial condition (guiding Principles 1 and 6)
Why & Methodology Corporate Mission About Toyota Brand Mission Integrated Brand & Reputation-Guided Mgmt Impression Management Corporate Identity Issues & Solutions Integrated Communication Corporate Communication Employees § Respect employees and stimulate personal growth for our employees (guiding principles 5) § Support equal employment opportunities, diversity and inclusion for employees and do not discriminate against them (guiding principles 5) § Strive to provide fair working conditions and to maintain a safe and healthy working environment (guiding principles § Build and share the value "Mutual Trust and Mutual Responsibility" and work together for the success of our employees and the company. § Recognize our employees' right to freely associate, or not to associate, complying with the laws of the countries in with Toyota operate. (Guiding Principles 5) § Management of each company takes leadership in fostering a corporate culture, and implementing policies, that promote ethical behavior. (Guiding Principles 1 and 5)
Why & Methodology Corporate Mission About Toyota Brand Mission Integrated Brand & Reputation-Guided Mgmt Impression Management Corporate Identity Issues & Solutions Integrated Communication Corporate Communication Business Partners §Respect business partners such as suppliers and dealers and work with them through long-term relationships to realize mutual growth based on mutual trust. (guiding principles 7) § In searching business partners, Toyota is open to any and all candidates, regardless of nationality or size, and evaluate them based on their overall strengths. (Guiding Principles 7) § Maintain fair and free competition in accordance with the letter and spirit of each country's competition laws. (Guiding Principles 1 and 7)
Why & Methodology Corporate Mission About Toyota Brand Mission Integrated Brand & Reputation-Guided Mgmt Impression Management Corporate Identity Environment Global Society/Local Communities Social Contribution Community Issues & Solutions Integrated Communication
Why & Methodology Corporate Mission Brand Mission About Toyota Integrated Brand & Reputation-Guided Mgmt Impression Management Using of Tools Integrated Communication Who communicates with whom and how, where, about what and why? Communication & Marketing Corporate Identity Issues & Solutions Integrated Communication
Why & Methodology Corporate Mission Brand Mission About Toyota Integrated Brand & Reputation-Guided Mgmt Impression Management Corporate Identity Issues & Solutions Integrated Communication Targeting all segments with added focus on environment conscious customers. § Targeting upper class people through the Lexus brand. § Several SUV’s launched for sports enthusiasts. § Variations of Corolla available for the masses. § Hybrid cars built for the environmentalists. E. g. Lexus and Prius have hybrid versions.
Why & Methodology Corporate Mission Brand Mission About Toyota Integrated Brand & Reputation-Guided Mgmt Impression Management Corporate Identity Issues & Solutions Integrated Communication Centralization vs. Decentralization § Toyota is primarily a decentralized organization § November 2006: Toyota has overseas bases in 27 countries, comprising 52 production bases and eight overseas offices. § R&D and design bases in seven locations. § All units are run locally by staff employed from the host country primarily and they independently cater to different target market needs differently.
Why & Methodology Corporate Mission Brand Mission About Toyota Integrated Brand & Reputation-Guided Mgmt Impression Management Corporate Identity Issues & Solutions Integrated Communication
Why & Methodology RESPONSES ISSUES Toyota‘s Issues and Responses About Toyota Effect to Sales & Brand Image Integrated Brand & Reputation-Guided Mgmt Issues & Solutions Crisis Management August 2009: A 2009 model. Lexus ES 350 driven by Mark Saylor, speeds out of control and crashes in Santee, California, killing Saylor and three members of his family. March 29, 07: NHTSA opens investigation into pedal entrapment – Model Lexus ES 350 April 11, 2007: Toyota issues a TSB to tell that floor mats could interfere with gas pedal in Lexus ES 350 Late April to Mid May: Toyota send letters to Lexus owners to warn them about mentioned problems September 21, 2007: Toyota warns dealer of pedal entrapment in all 2008 model-year Toyota and Lexus September 26, 2007: Toyota tells NHTSA it will issue a recall of 55, 000 allweather floor mats in Lexus ES 350 and Toyota Camry sedans. November 26, 2009: Toyota recalls 4. 2 million vehicles in USA to fix the pedal
Why & Methodology Toyota‘s Issues and Responses About Toyota Effect to Sales & Brand Image January 16, 2010: Toyota informs NHTSA that accelerator pedals made by supplier CTS Corp may have a dangerous "sticking" defect January 21: Toyota announces recall of about 2. 3 million Toyota models to fix sticky pedals Issues & Solutions Crisis Management February 2, 2010 : NHTSA renews investigati on into Toyota's electronic throttle control system. January 25, 2010: NHTSA tells Toyota it must stop selling vehicles that have acknowledged defects even if it does not have a remedy. ISSUES RESPONSES Integrated Brand & Reputation-Guided Mgmt January 26: Toyota halts U. S. sales of eight models, and says it will halt production for the first week of February 2: Toyota reports a 16 % drop in January U. S. sales compared with 2009 February 4, 2010: NHTSA opens investigation into at least 124 consumer complaints about brakes on Toyota Prius hybrids.
Why & Methodology Effect to Sales & Brand Image Integrated Brand & Reputation-Guided Mgmt RESPONSES Issues & Solutions Crisis Management ISSUES Toyota‘s Issues and Responses About Toyota March 3, 2010: NHTSA reviews consumer complaints that fixes made to recalled Toyota vehicles did not resolve unintended acceleration. February 5: President Akio Toyoda appears at a news conference to apologize for safety problems February 9: Toyota announces recall of nearly 500, 000 new Prius and Lexusbrand hybrid cars globally for braking problems. February 24: Akio Toyoda apologizes for accidents and injuries involving Toyota vehicles and pledges new safety measures. March 2: Toyota announces unprecedented discounts, including zero-percent financing for five years and twoyear free maintenance, after posting a 9 percent drop in February U. S. sales.
Why & Methodology Toyota‘s Issues and Responses About Toyota Effects to Sales & Brand Image Integrated Brand & Reputation-Guided Mgmt Crisis Management Issues & Solutions
Why & Methodology Toyota‘s Response About Toyota Effects to Sales & Brand Image Integrated Brand & Reputation-Guided Mgmt Crisis Management Issues & Solutions
Why & Methodology Toyota‘s Response About Toyota Effects to Sales & Brand Image Integrated Brand & Reputation-Guided Mgmt Issues & Solutions Crisis Management BEST GLOBAL BRANDS 2009 Rank 2008 Rank Brand Country of Origin Sector 2009 Brand Value ($m) Change in Brand Value 1 1 United States Beverages 68, 734 3% 2 2 United States Computer Services 60, 211 2% 3 3 United States Computer Software 56, 647 -4% 4 4 United States Diversified 47, 777 -10% 5 5 Finland Consumer Electronics 34, 864 -3% 6 8 United States Restaurants 32, 275 4% 7 10 United States Internet Services 31, 980 25% 8 6 Japan Automotive 31, 330 -8% 9 7 United States Computer Hardware 30, 636 -2% 10 9 United States Media 28, 447 -3% (Ressources: Interbrand)
Why & Methodology Toyota‘s Response About Toyota Integrated Brand & Reputation-Guided Mgmt Issues & Solutions Crisis Management Effects to Sales & Brand Image Top Five in Brand Perception by Category (1) SAFETY Rank 2010 Brand 1 Volvo 2 Ford 3 Subaru 4 Toyota 5 Honda (2) QUALITY Rank 2010 Brand 1 Toyota 2 Honda 3 Ford 4 Chevrolet 5 Mercedes-Benz (3) VALUE Rank 2010 Brand 1 Honda 2 Toyota 3 Ford 4 Chevrolet 5 Hyundai (4) (PERFORMANCE) Rank 2010 Brand 1 BMW 2 Porsche 3 Toyota 4 Chevrolet 5 Ford (%) 73 22 21 18 17 2009 Brand Volvo Ford Honda Toyota Mercedes-Benz (%) 30 25 22 18 16 2009 Brand Toyota Honda Mercedes-Benz Lexus Cadillac (%) 26 26 22 21 20 2009 Brand Honda Toyota Kia Hyundai Ford (%) 71 19 18 16 15 (%) 32 24 23 20 17 (%) 29 27 27 20 19 2008 Brand Volvo Toyota Subaru Ford Honda 2008 Brand Toyota Honda Lexus Mercedez-Benz Chevrolet 2008 Brand Honda Saturn Toyota Kia Ford (%) 77 21 18 17 17 (5) ENVIROMENTALLY FRIENDLY / GREEN Rank 2010 2009 Brand (%) Brand 1 Toyota 51 Toyota 2 Honda 23 Honda 3 Ford 19 Chevrolet 4 Chevrolet 13 Ford 5 Subaru 8 GMC (%) 48 31 11 11 11 2008 Brand Toyota Honda Ford Chevrolet GMC (%) 49 26 16 11 11 (%) 33 24 23 19 17 (6) DESIGN/STYLE Rank 2010 Brand 1 Lexus 2 Cadillac 3 Mercedes-Benz 4 Chevrolet 5 BMW 2009 Brand Lexus Cadillac Jaguar BMW Mercedes-Benz (%) 32 26 23 21 19 2008 Brand Mercedes-Benz Lexus Cadillac BMW Jaguar (%) 24 24 23 20 18 (%) 30 24 24 23 20 (7) TECHNOLOGY/INNOVATION Rank 2010 Brand (%) 1 Toyota 32 2 Mercedes-Benz 21 3 Lexus 19 4 Ford 18 5 Honda 17 2009 Brand Toyota Cadillac Lexus Honda BMW (%) 34 22 22 21 19 2008 Brand Toyota Lexus Honda Cadillac BMW (%) 30 29 20 18 17 (%) 23 23 23 19 19 (Source: Consumer. Report. org) (%) 29 26 22 21 19 2009 Brand Porsche BMW Toyota Chevrolet Ford (%) 29 28 22 20 17 2008 Brand BMW Porsche Chevrolet Toyota Honda (%) 28 25 21 20 20 41
Why & Methodology Effects to Sales & Brand Image About Toyota‘s Response Integrated Brand & Reputation-Guided Mgmt Crisis Management Communication Get Media Trained – Immediately Getting back the public trust What Toyota should do: Speed kill Apply Positive Word of Mouth (WOM) Issues & Solutions
Why & Methodology About Toyota Integrated Brand & Reputation-Guided Mgmt Issues & Solutions Thanks for your attention and…….
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