Toyota Product Marketing Guide

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新車発売前に世界各国の販売代理店に向けた、マーケティングツール。グローバル戦略車をフルモデルチェンジするタイミングに合わせて、PMGを見直したいという要望があった。従来は、商品や技術よりの内容が多かったところへ新たにマーケティング情報を中心にした事で、現地での効果的なコミュニケーションをより簡単に適合できるツールとなりました。また、数ヶ月にわたり幾度も練り直しをしたコンテンツ開発の提案は、新しいPMGとして各国における販売代理店の活動の強化・統一に貢献する事ができた。

Within Toyota, the Product Marketing Guide is the key tool for communicating new car USPs and marcom information to distributors around the world. The problem was that the PMG tended to be heavy on specifications and light on strategies for marketing, a phenomenon common for Japanese manufacturers who believe their strength is their technology. In effect, we were asked to re-invent the wheel, but this time, to make it roll the way it was supposed to. Over the course of several months, we debated, battled and bartered to create a new format and content for the PMG that focused on marketing that was reinforced by the new vehicle’s technology and advancements and directed to a global audience. In the end, we even had to produce the first 2 PMGs, because the design companies that were asked to make them couldn’t yet think out of the previous molds.