Toyota Motor Corporation
A marketing study of the company
Presented By:Group 3 Kunal Aggarwal DCP-053 Mohit Jain DCP-067 Nikhil Saraf DCP-072 Nikhil Saxena DCP-073 Rahul Jain DCP-088
Toyota Motor Corporation
Japanese multinational automaker Headquarters: Toyota City, Aichi, Japan Founded by Kiichiro Toyoda in 1937 Part of Toyota Group - one of the largest conglomerates in the world
TMC
Toyota
Lexus
Daihatsu
Hino Motors
The Logo
Introduced in October 1989 Overlapping of the two perpendicular ovals -> Mutually beneficial relationship and trust between the customer and the company
Larger oval -> "global expansion of Toyota's technology and unlimited potential for the future
Toyota in India
Entered India in 1997 in a joint venture with Corolla the Kirloskar Group 5th largest car maker in India Innova
Manufactured Locally
Etios
Etios Liva
Car Models in India Imported
Fortuner
Land Cruiser Prado Land Cruiser
Camry
Prius
Toyotas journey in India
Initially..
Rode on the success of Qualis and Innova Allowed its competitor Hyundai to capture the market Did not tap the small car segment
The Awakening!
Chalked up plans to capture the mass segment with the Etios range in 2008 Introduction of the hatchback Liva in 2011 Offered diesel variants of both the products Plans of expanding production capacity in Indian plants by 1 Lakh units
Product
SEDAN
1.Corolla Altis 2.Corolla Altis Sporty 3.Camry
SUV/MUV
1.Innova 2.Fortuner 3.Prado 4.Land Cruiser
Price
High quality vehicles that can be bought at a reasonable price. Various pricing strategies: Value-driven pricing Optional feature pricing Promotional Pricing
Low Interest Financing Longer Payment Terms
Differentiated Pricing
Price List
TOYOTA uses many different techniques of advertising which individually target at factors like comfort, performance,styling, power, leg room and driving pleasure. Brochures Other sources like Bill Boards, Display signs,bulletins.
Promotion
Promotion(Contd.)
Sales Promotion:- trade fairs like autoexpo. Public Relation Personal Selling Direct Marketing
Place
Segmentation
A global company like Toyota, that has its business spread all around the world, it is difficult to remain connected to each and every customer from a single point of reference. This is why there arises a need of bifurcating the market into different segments according to similar needs and wants of the customers. We will discuss on the demographic, psychographic and behavioral segmentation followed by Toyota.
Demographic Segmentation
Income
Depending upon the income slab . Toyota targets high income group with high class status for their luxury cars like Camry, Land Cruiser and Prado
Family Size
A large family size would look for a bigger car and for them the target would be to promote Innova or Fortuner.
Age Group
A particular age group between 25 to 35 with a decent income level will opt for more sporty and sturdy cars like SUVs.
Psychographic Segmentation
Social Class
An upper middle or an upper class would like to have a sedan or MUVs. It goes with their class and comfort levels.
Personality
People who are sporty or athletic in their persona would like Toyota Altis Sport or a Fortuner for that matter.
Behavioral Segmentation
Occasions
Festive seasons like Diwali, Eid or Christmas attracts large number of car buyers and discounts on finance rates makes the sales shoot further up.
Benefits
On the purchase of a car customers seek extra benefits like Bluetooth connectivity, headlamps, cruise control etc.
Attitudes
A more carefree attitude in a customer would mean that the attraction for him/her would be for something like a fortuner or an SUV. And a more professional and en executive type thinking will make people buy a Corolla or a more sophisticated Sedan.
Positioning
Toyota uses many different techniques of advertising as most of Print advertisement of Toyota Sadans are individually targeted at factors like comfort, performance, styling, power, leg room and driving pleasure The commercials mainly target the Indian youth and young executives Toyota focused its plans on the safety and needs of todays driver "
Etios Q Class
Etios Q Class: A class of car offering value for money, not just luxury. A class of car born from an ability to win the heart, not just beat a record. A class of car that is engineered with passion, not just physics. A class of car that is designed to have character, not just style. A class of car that promises a lifetime of pride, not just driving pleasure. A class of car that is well beyond normal classification. A car in a class of its own.
The Waku Doki campaign
Hightened anticipation & excited heart thumping To get ideas from the consumers to know how they feel about Toyota Fotuner
Conclusion:
Toyota Kirloskars: Toyota ranked 5th
in India car sales year-to-date with 49,284 deliveries - an 85.7% improvement over a first-half 2011. Sales numbers in India Increasing and so is the size of its investment in the country. Toyotas SUVs and MPVs High Performance in India. Built a strong image with the Qualis MPV, followed by the Fortuner SUV and the hugely successful Innova minivan.
Conclusion:
Toyota : Put an indelible mark on Indian utilities segments
with expected growth rate 15-20% in next 5 years.
Well done Marketing Home-work - Small-car customers would prefer affordable, comfortable and spacious utility vehicles with car-like features. Ranks 4th in year-to-date(July 2012) sales in India, far behind Maruti Suzuki, Hyundai and Tata, according to WardsAuto data.
Critics and Recommendations:
Greatest problem Toyota facing in India - Perception that it has not lived up to its PROMISE OF QUALITY AND
DURABILITY.
INEFFECTIVE, UNFOCUSED MARKETING may be preventing the auto maker from becoming even more of a force in the Indian market.
