Background

In 2001, Toyota, a multibillion-dollar company with multiple brands, product lines and distribution channels, was looking for a firm that would help the Toyota Material Handling USA, Inc. (TMHU) division differentiate its product line in the face of increasing competition.

Toyota stood at the threshold of change and innovation. Although an industry leader, Toyota continued to look for sustainable ways to improve not only its products but also the world in which it did business. Aware that its competitors in America were not far behind in sales and technology, and that less expensive Korean and Chinese products would soon be making an impact on the market, TMHU realized the importance of differentiating its product line with a new brand platform.

Issue

Upon our appointment as agency of record, RiechesBaird found itself with a client that possessed a world-class brand name, yet its lift trucks suffered from low awareness. Toyota’s technologically advanced and innovative products were also the most expensive. The attributes of quality, reliability and safety, so consistently touted by the division’s automotive counterpart, were key components to Toyota’s continuing success and evolving product acceptance.

Challenged by the fact that many people were not aware that Toyota made lift trucks, Toyota’s and RiechesBaird’s initial efforts keyed on building brand awareness, reinforcing the product’s core attributes and justifying the higher cost.

Strategic Insight

RiechesBaird worked with TMHU to create a 3-year business plan complete with: market and industry research and analysis, trend projections, market and product segmentation, SIC Code assessment, categorization, prioritization and a balanced score card to help bring the plan and its findings to life.

We also developed a marketing plan that included channel sales, guerilla and Internet marketing strategies. As the plans were implemented, we took Toyota from a distant third to the number-one position in the market.

Capitalizing on this achievement and working closely with Toyota’s management, leadership and sales and marketing teams, RiechesBaird repositioned them as the industry’s market leader, quickly raising awareness of Toyota as America’s #1 Selling Lift Truck.

Result

Since 2001, RiechesBaird has successfully positioned Toyota as America’s #1 lift truck. All communications clearly differentiated Toyota from its competition in the key areas of productivity, safety and efficiency. From 2001 to 2006, retail orders and dealer profitability increased dramatically. RiechesBaird helped TMHU achieve these results by developing a brand that was closely aligned with their business strategy and then executing on a comprehensive integrated marketing plan.

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