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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
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