Consumer Issues
Marketing and Labeling
KPI
Responsible Departments
Our position and Targets
Review of FY 2022 Activities
Introduction of Initiatives
Future challenges
KPI
Move the screen to the left or right to see the table information
| Item | FY 2021 results | FY 2022 results |
|---|---|---|
| Total number of violations of regulations and voluntary standards concerning the labeling of products | (Consolidated) 0 | (Consolidated) 0 |
| Total number of violations of regulations and voluntary standards concerning marketing communication | (Consolidated) 0 | (Consolidated) 0 |
Responsible Departments
Product and Service Labeling: Consumer Tire Product Planning Dept., TBR Business Planning Dept. and OHT Business Planning Dept.
Marketing Communications: Corporate Communications Department
Our position and Targets
Why are“Marketing and Labeling” critical issues to be addressed?
Explanation of the reason and background
Labeling plays an important role in conveying environmental performance of Yokohama Rubber's products, etc. in an understandable manner to customers for them to select products meeting their needs.
Having as many people as possible understand our Group's products, services and business activities also constitutes a lifeline for the company. If there are any mistakes in advertisements, it will not be possible to correctly convey the value of the Group, which could result in undermining its value. Therefore, the Yokohama Rubber Group have defined "marketing and labeling" as critical issues to be addressed, and decided to make improvements through the PCDA management.
Having as many people as possible understand our Group's products, services and business activities also constitutes a lifeline for the company. If there are any mistakes in advertisements, it will not be possible to correctly convey the value of the Group, which could result in undermining its value. Therefore, the Yokohama Rubber Group have defined "marketing and labeling" as critical issues to be addressed, and decided to make improvements through the PCDA management.
Our policy and position regarding the marketing and labeling
Labeling on products and services
In line with Yokohama Rubber Action Guidelines stipulating that “we shall accurately ascertain the needs of customers and develop, design, manufacture, and sell products of genuine use to society," we provide our customers with appropriate information on our products and services.
Appropriate marketing communication
We seek to deliver the latest and correct information in a timely manner to all stakeholders through various means such as our website and news release distribution service. As a member of the Tire Fair Trade Council, we actively participate in the activities of the council in conformity with the principles of fair competition.
When we receive requests, and opinions quality information from our customers, we immediately share them with the relevant internal departments. When receiving suggestions, we promptly take action to solve them while coordinating with the related departments, through which we constantly strive to respond to the expectations of customers.
When we receive requests, and opinions quality information from our customers, we immediately share them with the relevant internal departments. When receiving suggestions, we promptly take action to solve them while coordinating with the related departments, through which we constantly strive to respond to the expectations of customers.
Frequency of customer satisfaction measurement, survey method, and feedback mechanism
Technical service personnel conduct interview surveys with customers and on-site surveys based on information from sales companies.
In addition, the Customer Counseling Room directly responds to inquiries from customers (feedback and complaints regarding products, services, etc.) via telephone or e-mail on a daily basis.
The collected information is shared within the company, and the information from customers is also compiled and analyzed on regular basis (once a month and once every six months) to improve product performance, and we see to it that such information will be reflected in the development of upcoming products.
The collected information is shared within the company, and the information from customers is also compiled and analyzed on regular basis (once a month and once every six months) to improve product performance, and we see to it that such information will be reflected in the development of upcoming products.
Flow of Opinions and Feedback from Customers
Vision and targets
We seek to deliver the latest and correct information in a timely manner to all stakeholders through various means such as our website and news release distribution service.
Regarding marketing, we aim to create a situation in which customers have instant access to accurate information they need about our products through creating a website that reflects our customers' voices and improving the contents of catalogs.
In addition, we also aim to build and maintain a system operating in the entire Yokohama Rubber Group that reflects opinions and requests from customers in products and services in a timely and appropriate manner.
Regarding marketing, we aim to create a situation in which customers have instant access to accurate information they need about our products through creating a website that reflects our customers' voices and improving the contents of catalogs.
In addition, we also aim to build and maintain a system operating in the entire Yokohama Rubber Group that reflects opinions and requests from customers in products and services in a timely and appropriate manner.
Measures to pursue our vision
Labeling on products and services
The company has created two types of websites: one that provides business information on the entire Yokohama Rubber Group including Yokohama Rubber and its affiliated companies, and the other one aimed at providing information about various products such as replacement tires, hoses and pipes, industrial materials, aviation parts, and golf things for customers in Japan and overseas.
Products information
We are also working to acquired official labeling, and carry out various forms of our own labeling in order to prove we offer the products and services desired by customers.
Example: Labeling for BluEarth-1 EF20
Marketing communication
The "Customer Consultation Service" accepts inquiries concerning products both by telephone and through our website. Inquiries are responded to directly by the responsible department on a daily basis, based on which we examine the advertising methods and media we use and make necessary improvements.
In addition, we will conduct a regular check to ensure that the flow of feedback based on opinions from customers in Japan and overseas operates smoothly, and create a database that can store all customer feedback in a corporate-wide scale.
In addition, we will conduct a regular check to ensure that the flow of feedback based on opinions from customers in Japan and overseas operates smoothly, and create a database that can store all customer feedback in a corporate-wide scale.
Review of FY 2022 Activities
Review of Product and Service Activities
To ensure safe and proper use of tires, we provided special training on tire air-filling operation and held workshops on basic tire knowledge and daily inspection and maintenance for tire dealers and agents.
Every year on "Tire Day," April 8th, we conduct activity to raise awareness on tire safety across the country. We have carried out this activity since 2009 with the aim of raising awareness of the importance of regular tire inspections and eco-driving during tourist seasons when many people drive more often or go for a long drive.
Every year on "Tire Day," April 8th, we conduct activity to raise awareness on tire safety across the country. We have carried out this activity since 2009 with the aim of raising awareness of the importance of regular tire inspections and eco-driving during tourist seasons when many people drive more often or go for a long drive.
Review of product and service activities
Our Group companies in Japan and overseas regularly participated in and cooperated with the council members of the Tire Fair Trade Council responsible for the development of regulations, implementation and market field research at each respective level, and conducted advertising activities based on the council’s regulations. There were no cases constituting a violation of the regulations in 2022
Introduction of Initiatives
Initiatives for products and service activities
The Onomichi Plant, which manufactures large tires for construction machinery, has consecutively received the Platinum certification, the highest rank in Caterpillar's Supplier Quality Enhancement Process (SQEP).
We are proud that we are highly evaluated and trusted not only for the provision of our products and services meeting the requests of customers around the world, but also for our manufacturing and distribution service.
We are proud that we are highly evaluated and trusted not only for the provision of our products and services meeting the requests of customers around the world, but also for our manufacturing and distribution service.
Initiatives for marketing communications activities
Our Group companies in Japan and overseas regularly participated in and cooperated with the council members of the Tire Fair Trade Council responsible for the development of regulations, implementation and market field research at each respective level, and conducted advertising activities based on the council’s regulations. There were no cases constituting a violation of the regulations in 2022.
Collecting information on market trends
Information collected from each region and country is analyzed and examined for the improvement of existing products and the planning of new products with the aim of creating better products.
Take for example, since usage conditions of vehicle tires for construction vehicles and industrial vehicles considerably differ depending on the customer, before selecting and recommending suitable tires to customers, we examine their usage environment.
Take for example, since usage conditions of vehicle tires for construction vehicles and industrial vehicles considerably differ depending on the customer, before selecting and recommending suitable tires to customers, we examine their usage environment.
Customer information for vehicle tires for construction and industrial use
Future challenges
Labeling on products and services
We will provide information on products, services and labeling needed by customers on our website, and aim to make further improvements for us to help customers select suitable tires. In addition, we will enhance customers' credibility by reflecting customer requests in products and information development.
Marketing communication
Since the Group handles a variety of products, the target demographic to which we transmit information is so broad that it is currently difficult to verify whether the appropriate information is being adequately conveyed to appropriate persons. In addition to the transmission of information using media, we believe that it is necessary to examine an effective approach for information transmission that includes comprehensive channels such as seminars, events, and retailers.
Furthermore, in addition to sending out information, we will make further improvements regarding how to collect customers' voices, how to accumulate them in-house to create a database and how to operate the database.
Currently, we post the latest information about Yokohama Rubber on our corporate website (https://www.y-yokohama.com/global/) and share information via our official SNS.
Furthermore, in addition to sending out information, we will make further improvements regarding how to collect customers' voices, how to accumulate them in-house to create a database and how to operate the database.
Currently, we post the latest information about Yokohama Rubber on our corporate website (https://www.y-yokohama.com/global/) and share information via our official SNS.
