Consumer Issues
Marketing and Labeling
KPI
Responsible Departments
Stance and Target
Review of FY 2021 Activities
Introduction of Initiatives
Issues and Future Improvement Measures
KPI
Move the screen to the left or right to see the table information
| Item | FY 2020 results | FY 2021 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 Department and Commercial Tire Business Planning Department
Marketing Communications:Corporate Communications Department
- Each respective responsible department supports information concerning products and services from retailers, etc.
Stance and Target
Why is “Marketing and Labeling” a critical issue to be addressed?
Explanation of the reason and background
Labeling is important for communicating matters such as the environmental performance of the Yokohama Rubber's products in a manner that is easy for customers to understand so that customers can select a product that fits their needs.
Letting more people know about the products and services of the Group and providing them with 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 this 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.
Letting more people know about the products and services of the Group and providing them with 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 this 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 the Marketing and Labeling
On product and service labeling
Yokohama Rubber Action Guidelines stipulate that “we shall accurately ascertain the needs of customers and provide safe and high-quality products and services of genuine use to society” and that “we shall provide our customers with appropriate information concerning our products.”
On appropriate marketing communications
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 line with the principles of 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.
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.
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 distribution companies.
In addition, the Customer Service Division directly responds to inquiries from customers (feedback and complaints regarding products, services, etc.) via telephone or email on a daily basis.
The information gathered is shared within the company, and the information from customers is also aggregated and analyzed on regular basis (once a month and once every six months) for improvements in product performance and incorporation in upcoming products.
In addition, the Customer Service Division directly responds to inquiries from customers (feedback and complaints regarding products, services, etc.) via telephone or email on a daily basis.
The information gathered is shared within the company, and the information from customers is also aggregated and analyzed on regular basis (once a month and once every six months) for improvements in product performance and incorporation in upcoming products.
Flow Chart showing our Customer Feedback and Notification
Tire Group
MB Group
Vision (attainment goal) / target
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.
We aim for a situation in which customers can easily obtain the accurate information that they need concerning our products through improvements to websites and catalogs, the content of which reflects customers’ views and comments.
In addition, we also aim to maintain a framework that incorporates the opinions and requests of customers in products and services in a timely and appropriate manner.
We aim for a situation in which customers can easily obtain the accurate information that they need concerning our products through improvements to websites and catalogs, the content of which reflects customers’ views and comments.
In addition, we also aim to maintain a framework that incorporates the opinions and requests of customers in products and services in a timely and appropriate manner.
Measures for vision achievement
Product and Service Labeling
Our website can be subdivided into two types of websites: a website that provides business information on the entire Yokohama Rubber Group including Yokohama Rubber and its affiliates, and a website with a strong awareness of product information for both Japan and overseas including repair tires, hoses and pipes, adhesives, industrial materials, aviation parts, and golf parts.
Products information
In addition, we have acquired official labeling and implement various forms of labeling within our company in order to prove we offer the products and services desired by customers.
Example: Labeling for BluEarth-1 EF20
On Marketing Communication
The Customer Service Center 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 PR and advertising methods and the communication media used are appropriate.
In addition, regular checks are conducted to ensure that the operational flow for providing feedback in relation to comments received from customers both in Japan and overseas shown in the flow chart below functions appropriately, and we create databases in order to collect all customer feedback throughout the Group.
In addition, regular checks are conducted to ensure that the operational flow for providing feedback in relation to comments received from customers both in Japan and overseas shown in the flow chart below functions appropriately, and we create databases in order to collect all customer feedback throughout the Group.
Review of FY 2021 Activities
Review of Product and Service Activities
In order to ensure the safe and proper use of tires, special training on tire inflation operations and seminars on basic tire knowledge and daily inspection and management were held for tire dealers and agents.
On “Tire Day” every April 8th, we conduct tire safety awareness activities nationwide. These activities have been implemented since 2009 with the aim of raising awareness of regular tire checks and eco-driving during holiday seasons when the use of cars and long-distance driving increases.
On “Tire Day” every April 8th, we conduct tire safety awareness activities nationwide. These activities have been implemented since 2009 with the aim of raising awareness of regular tire checks and eco-driving during holiday seasons when the use of cars and long-distance driving increases.
Review of Marketing Communications 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 overseas, and it conducts PR and advertising activities based on the council’s regulations. There were no cases of violations of the regulations in 2021.
Introduction of Initiatives
Product and Service
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 to say that in addition to the provision of products and services that meet the demand of customers around the world, our production and distribution also have a strong reputation and have gained the trust of customers.
We are proud to say that in addition to the provision of products and services that meet the demand of customers around the world, our production and distribution also have a strong reputation and have gained the trust of customers.
Marketing Communications
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 overseas, and it conducts PR and advertising activities based on the council’s regulations. There were no cases of violations of the regulations in 2021.
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
Issues and Future
Improvement Measures
Product and Service Labeling
We will provide information on products, services and labeling needed by customers on our website, and aim to make further improvements and refinements to make it possible for us to help customers choose the right tires. In addition, we will increase the trust of customers by incorporating customer requests in products and information development.
Marketing Communications
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 persons. 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 relevant databases.
Our corporate website (https://www.y-yokohama.com/global/) features the latest information about Yokohama Rubber, and we also share information via our official accounts with social networking services.
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 relevant databases.
Our corporate website (https://www.y-yokohama.com/global/) features the latest information about Yokohama Rubber, and we also share information via our official accounts with social networking services.
