Brand Management Essay Example | Topics and Well Written Essays - 2000 words - 1

Brand Management - Essay Example The market shares of Toyota in Singapore are 27.8 percent and that of Honda are 15.68 percent (Ng 2010). Toyota Singapore has introduced a Festive Promotion Program as a new year delight for the customers of Toyota. Festive promotion is a component of online marketing strategy of Toyota Singapore. Through this program, company is offering an e-discount voucher on all Toyota accessories. These vouchers are available for free on the website of Toyota Singapore and through this voucher the customers of Toyota can save 5 percent on all Toyota accessories. This promotion of the company is available till 28 February 2011 (Borneomotors 2011). The consumers in Singapore consider after sales services very important. They like the new products however; they remain loyal to the brand names. Moreover, prices have to be very competitive for Singaporeans (SMEtookkit n.d.). As an after sales promotion strategy, company has introduced Borneo Motors-Mechelin & Yokohama Tyres Lucky Draw. Each winner of this draw in 2010 has won 4 days and 3 nights all expense paid, holiday with $4,000 package. Another lucky draw for the existing customers of Toyota is the Castrol Edge Football Fever Lucky Draw 2010 through which the winner gets 4 days 3 nights all expense paid holidays worth $8,000 (Borneomotors 2011). Another after-sales promotion is the Toyota Shield Infinity. The warranty gives the customers warranty coverage for 5 years. Company offers both the servicing and repair privileges to its customers through this after-sales promotion. To provide the Toyota Enthusiasts a causal and fun environment where they can gather, interact and discuss over their favourite Toyota cars, the company created a Toyota Club in Singapore in 2001. The club started its operations from 22 January 2001 and soon it drew the interest of all Toyota owners in Singapore (Streetdirectory n.d.). The club became a registered car club in 2004 managed by Car Enthusiasts’