RAVINDRAN KURUSAMY
PRESIDENT UMW TOYOTA MOTOR SDN BHD (UMWT)
On how social media has impacted or promoted your business brand.
Social media is increasingly becoming a necessity. It gives us the opportunities in creating brand value and broadening the connection with our targeted audiences especially the youth. By using social media, we can engage and offer products or services that suit their emotional needs and rationale requirements.
On the company’s digitalisation efforts and how it has helped in branding.
Digitalisation is becoming the main pathway for consumer journey. We developed several digital touch points like website, e-newsletter and social networking services to provide customers with targeted, just-in-time product or service information in an effective and seamless way. This makes Toyota as a friendlier brand and we are able to form closer relationships with our customers.
Challenges faced by your company in a challenging economic environment.
The Malaysian economy may continue to pose a risk in the second half of 2017 due to uncertainty of market condition. The market has shown persistent weakness in consumer sentiment, where potential customers remain cautious in spending on the big ticket items as well as tightening credit approval from financial institutions.
On strategies put in place to boost the company’s brand image.
This year has been a tough year so far and for new car sales, we are challenging ourselves to register higher sales target this year. Furthermore, as UMWT had launched many new models last year, we are looking at a full year of sales of these new models. Key to this is the strengthening of retail operations from January 2018 where a majority of outlets currently owned and operated by UMWT will be transferred to existing Toyota Dealers. This allows UMWT to increase intensity on high value-added upstream activities such as product development, marketing and dealer network support, while Dealers continue to dedicate themselves towards delivering customer satisfaction.
The importance of a meaningful connection between a brand and a consumer in brand-building.
There’s no marketing that is more effective than people talking to each other about great product experiences. That is why we put high priority and attention to customers’ needs and demands in our marketing and development plans. Such collaborative marketing approach is able to create genuine connection between Toyota and consumers, and build stronger brand loyalty.