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MARKETING COMMUNICATIONSTRATEGY FOR THE MOTORVEHICLE

INDUSTRY IN TANZANIA

A LOOK AT TOYOTA TANZANIA AND CFAOMOTORS TANZANIA

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DEFINATION

Marketing communication is definedas all strategies, tactics, andactivities involved in getting the

desired marketing messages tointended target markets, regardlessof the media use.

MC functions within a marketingframework, traditionally known asthe promotional element of the four

Ps of marketing (product, place,

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INTRO TOYOTA TANZANIA

Founded in 1937, was the world'slargest automobile manufacturer in2010 by production and is the 9th

largest company in the world interms of revenue.

Locally Toyota distributorship was

awarded to International Motor Martin 1965 and in 2000 InternationalMotors Ltd changed its company

name to Toyota Tanzania Ltd.

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INTRO CFAO MOTORS

Formally known as DT Dobie Tanzanialtd, has in Tanzania since 1952.

Motto: A future shaped byexperience

The strongest brands in the

Tanzanian market are the Nissan andSuzuki models.

Its two brands Nissan and Suzuki

give its competitors a run for theirmone .

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The marketing communication mixused by the companies

Advertising

Sales

promotion/Sponsorships/Exhibitions

Public relations

Direct marketing/Databasemarketing

Personal selling

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ADVERTISING

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a espromotion/Sponsorships/Exhibitio

ns

Toyota Tanzania annually sponsorsthe open golf tournament at theGymkhana golf course named the

Toyota Tanzania Open golftournament.

Toyota is one of the sponsers of the

annual charity goat race Toyota Tanzania sponsored the

Rotary Marathon for the building of

the new Rotary Childrens Cancer

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Foundation provide scholarshipsannually to about 50 young

Tanzanians to study at graduate level

As part of their sales promotions thecompany is starting a new leasingoperation and vehicle servicing

at the customers doorstep.

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FAIRAn opportunity for CFAO MOTORS to

showcase their range of vehicles whichare eminently suitable for the tourismindustry

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NISSAN PATROL TOUGH ONTHE ROAD

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NISSAN URVAN SAFARI

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RIDE AND DRIVE EVENT

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BIATHLON SPONSERSHIP 250MSWIM + 4KM RACE

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PUBLIC RELATIONS

Both Toyota Tanzania and CFAO useluncheons and cocktails to launchnew products into the market. This

ensures that they invite the targetedclients for their new brands and atthe same time publicizes the brands.

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Cl h f th Tit f i dl

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Clash of the Titans friendlymatch between Toyota

Tanzania & CFAO motors

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rec

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recmarketing/Database

marketing Both companies use catalogues,fliers and pamphlets which aredistributed to clients and are at their

offices for clients who pop into theiroffices

Both companies also visit their

existing clients frequently especiallycorporate ones to market theirproducts.

This helps in informing clients of new

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PERSONAL SELLING

A car is a specialty good a consumermay purchase an automobile onceevery few years or a few times in a

lifetime. Vehicles have features thatare unique only to the make andmodel of the automobile, which sets

it apart from being easily substitutedthis ensures also that their targetmarkets are distinct from each other.

Both companies use this MC tool as

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WORD OF MOUTH

Purchasing a car

requires extendedproblem solvingtechniques, this has ahigh degree ofcomplexity. Due to the

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THANK YOU