Sakichi Toyoda became famous as the inventor of the automatic loom such as a non-stop shuttle change type Toyoda automatic loom. Following in his fathers footsteps, Kiichiro Toyoda devoted his life into the manufacturing of cars. He founded, in 1984, the Toyota motor corporation. Toyota is a Japanese family brand. Its head office is located in Toyota and Bunkyō Tōkyō. The main production plant is located in Japan, even though there are several other production centers all over the world. Toyota has 299 394 employees (in 2006) and has an annual turnover of 216 US$ billions. The most direct competitors of Toyota are Honda, Subaru, Suzuki, Nissan, Mazda and Mitsubishi Motors. One of the key factors in the success of Toyota is their production system and linking concepts such as the famous "Toyotisme" or "just in time". In 2007, Toyota produced 2.348.000 cars and became the first world manufacturer by dethroning General motor, which had been number one for the past seventy-two years. It created its luxury brand Lexus to directly compete with German luxury car manufacturers BMW and Mercedes.
[...] The Lexus Survey shows that the best ways of communication for the target audience are Press Phoning and mail 32%. That's why, the choices of communication is based on this result. Offer is also crucial, but also very difficult to testing the offer according of the type of product. LS 460 can not be testing like the other banal product because it is a high technologic product and Toyota's team already to this because testing the product is compulsory. Without this testing, the LS 460 can not be producing, but it is a special kind of testing. [...]
[...] References Contacts Sherry Law NUS Golf Club Secretary 1n Business Link Singapore 117592 + HP: + Singapore Neythal Road International Sales Representative Markono (printing company) www.markono.com.sg Alexandra Lecoeuvre Barbara Lee The Business Times Advertisement Department + or + Singapore Litterature review Brian Thomas and Matthew Housden, Direct Marketing in Practice (2005) UK: Butterworth-Heinemann William Baue, Lexus Division of Toyota Motor Sales USA: Balance And Ball Bearing campaign (2000) Thomson Gale: Encyclopedia of Major Marketing Campaigns David Shepard Associates, The new Direct Marketing: How to implement a profit-driven Database Marketing Strategy, 3rd Edition (1999) McGraw-Hill Alan Tapp, Principles of Direct & Database Marketing (1998) Financial Times Profeessional Limited David Shepard Associates, The new Direct Marketing: How to implement a profit-driven Database Marketing Strategy, 3rd Edition (1999) McGraw-Hill Edward Nash, Direct Marketing, Strategy, Planning, Execution, 4th Edition (2000) McGraw-Hill Lisa Chittenden and Ruth Rettie, Journal of Targeting, Measurement and Analysis for Marketing (2003) Inform Global Websites www.lexus.com November www.publicitas.com www.businesstimes.com.sg http://www.lexus.com.sg/about_lexus/environment/index.asp http://www.datamonitor.com http://www.businessmonitor.com/autos/singapore.html http://www.mom.gov.sg/publish/momportal/en/general/Public_holidays_2007.html http://www.asm-singapore.com/ http://www.sphinxonline.com/Documentation/ManEmailing.pdf http://www.rsyc.org.sg/ http://www.dmnews.com/cms/dm-news/teleservices/30757.html http://app.mti.gov.sg/default.asp?id=725 http://www.entersingapore.info/ Alan Tapp, (1998). [...]
[...] It will be quasi the same content as the customer email content but giving more details about the LS 460 and also emphasize strength of the LS 460 from the competitors. A waiting time period is coming after sending email at both prospect and customer in order to collect or making up information. Then, media schedule will give two months to phone prospects to know if they will be interest in a test drive. This is an important part of the communication schedule, which is why it is planning for two months. [...]
[...] The main Marketing objectives are to set the launch the new version of Lexus LS 460, to gather information about targeted segment to have a better understanding of their wills and needs. The Direct Marketing objectives will be to set a Marketing Plan up to build a prospect database for the new model of current non Lexus customers will be done containing names; and delivering warm sales leads to Lexus Centres ( must be from the LS prospects database and may be current / lapsed Lexus drivers). [...]
[...] Choice of the Medias and reasons Different advertising strategies have been chosen for each type of person in the market segment: the actual or lasted Lexus customer, the Lexus prospect and the person in LS 460 market segment who haven't been reached by Lexus yet. To justify the Media choice, we will use the AIMRITE framework (Allan Tapp, 1998). For the Lexus customer, e-mailing will be used and conventional mail if email information is not mentioned. In case of no answer, Lexus call center will use outbound telemarketing to assure that mailing has been received and to directly speak to the customer for a better impact. [...]
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