Analyzing and Understanding Customer

Needs:-
For understanding the customer need a survey was conducted
which consists of the following needs of a customer:

• Need for comfort

• Need for performance
• Need for safety
• Need for low fuel cost
• Need for distinctive styling
• Need for passenger capacity
• Need for low initial costs
• Need for low maintenance cost
After understanding and analyzing all these needs of a customer
Toyota thought that a car can be made that can best serve all of
them….so they decided to launch a corolla.

As well as they know that it is a dynamic world so they change

their model time to time so that a fresh and more modified car
can be given to the customers to make them satisfied.

As Toyota assure four basic guarantees to all their

customers:

• The right to receive their money’s worth in product and

services.

• The right to be able to register their dissatisfaction when

they feel they have received improper treatment.

• The right to a courteous hearing when they voice a concern.

• The right to a thorough explanation, followed by quick,

decisive action to resolve the concern to the satisfaction of the
customer.

Product Positioning:-
By product positioning, we mean clarifying the attributes of a
given product (that is the features of Toyota corolla) or defining a
user (that is the particular customer segment) or market
segment.

As company adopt a three-stage development plan, so as the

Toyota does:
 • Establish a local sales network and launch brand promotions,

• Build auto parts manufacturing bases, and,

• Establish joint ventures (JVs) with local players and produce

automobiles.

The typical way of approaching marketing strategy is similar to

the so-called S-T-P framework:

1. SEGMENTATION:- it means the splitting up of the total

market into segments of more homogeneous subgroups.

As Toyota corolla is a lower D segment car. It is a 9th

generation car which competes with Skoda Octavia and
Honda civic.
2. TARGETING:- The selection of which
one(s) of these subgroups the company
should market its product to.

Corolla is a lower D segment car, so they

particularly targeted to the executive persons such as
CEO’s, MD’s, or anybody who is a high business class
person. Also for those who are brand conscious.

3. POSITIONING– exactly how the company should present

the product to the target market(s) so its perception is most
advantageous relative to competition.
KOLKATTA
CHENNAI DELHI

MUMBAI
Product Positioning involves using the marketing mix (the 4Ps) to
present the product to the selected target market(s) so that it is
perceived in the most favorable way relative to preferences and
competition.
Product Differentiation From
Competitors

In India, the biggest competitors of Toyota corolla are Skoda

Octavia and Honda civic.
As Toyota has launches the new modal of corolla that is corolla
altis, which we call a 10th generation car, so a comparison
between Toyota corolla, Skoda Octavia and Honda civic is given
below:

Skoda Octavia Toyota Corolla Altis Honda Civic 1.8V MT

Elegance 1.9 TDI 1.8V L

Price Rs. 12,40,413 Rs. 13,77,300 Rs. 13,35,400

Performance
Maximum Speed (kmph) 175 180 208
0-100kmph (seconds) 13.6 10.1 9.7
100kmph-0 Braking
40.6 49.8
(meters)
80kmph-0 Braking
21 28.9
(meters)

As per the serve conducted from the customers of Toyota, we

came to the following result, which shows that corolla, in terms of
performance come first.

PERFORMANCE

civic
25%
corolla
45%

skoda
30%
 Skoda Octavia Toyota Corolla Altis Honda Civic 1.8V MT
Elegance 1.9 TDI 1.8V L

Luxury
Air Conditioner
Power Windows
Power Steering
Power Seats

As per the serve conducted from the customers of Toyota, we

came to the following result, that on the basis of luxury all cars of
this segment that is the lower D segment are almost equivalent.

LUXURY

25%
35% corolla
skoda
civic

40%

Skoda Octavia Toyota Corolla Altis Honda Civic 1.8V MT

Elegance 1.9 TDI 1.8V L

safety
Anti-Lock Braking
System
Air-Bags (Driver | | | |
Passenger)
Child Safety Locks
Front Fog Lights
Defogger (Rear)

As per the serve conducted from the customers of Toyota, we

came to the following result, that corolla is much more safe care
on the basis of its safety feature. As all the company provide best
safety features from their point of view.

SAFETY
corolla skoda civic

30%

60%
10%

Skoda Octavia Toyota Corolla Altis Honda Civic 1.8V MT

Elegance 1.9 TDI 1.8V L

Aesthetics
Seating Capacity 5 5 5
(person)
No of Doors 5 4 4
AM/FM Radio

CD Player
As per the serve conducted from the customers of Toyota, we
came to the following result, and come to know that on the basis
of aesthetics all 3 cars are sharing equal positions, in the mind of
customers.

AESTHETICS
corolla skoda civic

30% 35%

35%

Skoda Octavia Toyota Corolla Altis Honda Civic 1.8V MT

Elegance 1.9 TDI 1.8V L

Product Quality
Overall Width (mm) 1731 1760 1750
Overall Height (mm) 1455 1480 1450
Wheel Base (mm) 2512 2600 2700
Ground Clearance 134 176 170
(mm)
Mileage Overall 13.94 9.08 10.32
(km/liter)
Brake Type Hydraulic dual circuit ABS with EBD ABS, EBD and BA
braking system with
diagonal interconnection,
vacuum assisted
Front Brakes Disc brakes, with hollow Ventilated Disc Ventilated Discs
brake wheels and
single/piston floating
 caliper

As per the serve conducted from the customers of Toyota, we

came to the following result, that the quality of Skoda Octavia is
much better than the corolla

PRODUCTQUALITY

civic
20% corolla
35%

skoda
45%