Yamaha Motor Integrated Report 2022

In marketing, we position customer needs as the starting point of all our corporate endeavors, and our endless pursuit of greater customer satisfaction is how we seek to achieve our corporate mission to be a Kando Creating Company offering new excitement and a more fulfilling life for people all over the world.ExperienceDecisionShareAwarenessExperiencePurchaseVisitCustomerPsychologicalInterestSearchAction58During the COVID-19 pandemic, we held the Online Yamaha Way Day 2022 with members from 19 countries who are promoting activities Marketing That Showcases and Augments Yamaha Motor’s Strengths The Company established “The Global Yamaha Way in Marketing in Sales” to clarify our shared values for conducting marketing in the realm of sales. The overarching vision of this manifesto is “Continuing to Create Lifetime Yamaha Customers,” and the program itself brings Yamaha sales bases around the world together to globally share, teach, and learn from one another the knowledge they have cultivated individually while spurring each other to greater heights. Yamaha Motor divides the customer journey into its own seven steps and conducts customer-centric activities for each. This pro-vides a common framework for deliberation among our bases around the world in order to define the objectives, identify the target customers, and thoroughly determine aims and actions Marketing in Sales Activities and Rapid Progress in Brazil In 2021, Yamaha’s motorcycle business in Brazil grew 42%, vastly outpacing the market’s average growth of 26.3% and significantly outperforming even other major motorcycle manufacturers. Our share of the market reached 17.4% in 2021, up 5.4 points from five years ago. This was in part due to strategies such as the reor-ganization of the authorized dealer network and the establish-ment of a certification system for specialist staff, but another contributing factor was our Marketing in Sales (MiS) activities. The sales divisions and aftersales service divisions in Brazil formed cohesive teams to conduct MiS activities. One team expanded the bottom line through initiatives in areas where Yamaha Motor had had little involvement before, such as mainte-nance of motorcycle taxis and riding safety lessons. A different team opened mobile stores in service trucks to increase user touchpoints in local areas. Successful initiatives were propagated to other areas of Brazil through our “teach and learn” aligned with said customers. In sharing successful marketing cases, we employ a “teach and learn” approach that examines why the case was successful, what difficulties were faced, and what is needed for continued success. Doing so leads to in-depth study and discerning of the key factors of the case, and the knowledge born of the discussions is then formulated, accumu-lated, and shared globally, leading to new successes. Having members from around the world who share the same values gather in the same location for meaningful, customer-centric discussion not only enhances teamwork but also enables the application of knowledge from other countries and will propel us to the front of global competition.methodology, and this not only improved the strength of the Yamaha brand and the experience and value we provide to cus-tomers, but our Brazilian subsidiary’s bottom line as well.Seven Steps of the Customer Journey as defined by Yamaha MotorSales (Marketing)

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