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Marketing Communications

KPI

  • Item

    Total number of violations of regulations and voluntary standards concerning marketing communication

  • FY 2014 results

    (Consolidated) 0

Responsible departments

Corporate Communications Department
* Each respective responsible department supports information concerning products and services from retailers, etc.

Stance and target

Why is "Marketing Communication" a critical issue to be addressed?
Explanation of the reason and background

Letting more people know about the products and services of the Group and providing them an understanding of our business activities is our lifeline. In the event of a mistake in such PR or advertisements, it will not be possible to correctly communicate the value of the Group and could actually lead to a decline in the value of the Group. For this reason as well, we have selected appropriate marketing communication as a critical issue to be addressed, and accordingly we will aim to make improvements through the PDCA cycle.

Policies and stance relating to appropriate marketing communication

We strive to communicate the latest and correct information in a timely manner to all stakeholders through means such as our website and the distribution of news releases. As a member of the Tire Fair Trade Council, we actively participate in the activities of the council in order to comply with fair competition.
In addition, we promptly communicate the requests and opinions of customers and quality information to the relevant internal departments. We coordinate with the related departments to promptly resolve suggestions as we constantly strive to live up to the expectations of customers.

Vision (attainment goal) / target

We aim for a situation in which customers can easily obtain the accurate information that they want concerning our products through improvements to websites and catalogs prepared based on the voices of customers.
In addition, we also aim for a state with a framework that incorporates the opinions and requests of customers in products and services in a timely and appropriate manner.

Measures for vision achievement

The Customer Service Division accepts inquiries concerning products by both telephone and through our website. Inquiries are responded to on a daily basis directly by the responsible department, and we conduct revisions so that means of PR and advertising and communication media are appropriate.
In addition, regular checks are conducted to ensure that the below flow chart of feedback and customers for Japan and overseas functions appropriately, and we create databases in order to collect all customer feedback throughout the Group.

Flow Chart of our Customer Feedback and its Notification

Tire Group

Tire Group

MB Group

MB Group

Review of FY 2014 activities

The Group always participates and cooperates with the council members of the Tire Fair Trade Council at each respective level responsible for the development and implementation of regulations and market field research in Japan and oversea, and it conducts PR and advertising activities based on the council’s regulations. There were no cases of violations of the regulations in 2014.

Collection of information on market trends

Information collected for each region and country is analyzed and used to make better products through means such as improvements of existing products and the planning of new products.
Because usage conditions for vehicle tires for construction and industrial use vary considerably depending on the customer, tires suitable for customers are selected and recommended after investigating the use environment of each respective customer.

Customer information for vehicle tires for construction and industrial use

Customer information for vehicle tires for construction and industrial use

Issues and future improvement measures

Because the Group handles various products, the target for information communication is broad and it is currently difficult to verify whether the appropriate information is being sufficiently communicated to the appropriate person. In addition to the communication of information using media, we believe that it is necessary to verify the approach towards effective information communication including comprehensive channels such as seminars, events, and retailers.
Furthermore, in addition to the communication of information, we will make further improvements in how we communicate information, accumulate this information internally, and establish and manage databases.