Sie sind auf Seite 1von 52

MARKETING MIX OF

TOYOTA INDIA

SUBMITTED TO : SUBMITTED BY:


PROF. SHIVALI MEGHA JAIN
DHINGRA NEHA RANI
NIMRAN
DHALIWAL
RAJAT VERMA
SUNIRA MALIK
VARUN GUPTA
AMITY GLOBAL BUSINESS SCHOOL 1
CHANDIGARH
INTRODUCTION

AMITY GLOBAL BUSINESS SCHOOL


2
CHANDIGARH
INTRODUCTION
• Toyota Motor Corporation, commonly
known simply as Toyota, is a
multinational corporation
headquartered in Japan, and the
world’s largest automaker by sales.
Toyota employs approximately
320,808 people worldwide.

AMITY GLOBAL BUSINESS SCHOOL


3
CHANDIGARH
HISTORY
• The company was founded by KIICHIRO
TOYODA in 1937 as a spinoff from his
father’s company Toyota Industries to
create automobiles. Three years earlier in
1934, while still a department of Toyota
Industries, it created its first product, the
type a engine and in 1936, its first
passenger car, the Toyota AA.

AMITY GLOBAL BUSINESS SCHOOL


4
CHANDIGARH
TOYOTA - INDIA
• In India, Toyota Motor
Corporation entered in a joint
venture with Kirloskar Group.
• Toyota Kirloskar Motor Private
Limited(TKM) aims to play a major
role in the development of the
automotive industry and the creation
of employment opportunities.

AMITY GLOBAL BUSINESS SCHOOL


5
CHANDIGARH
MISSION
• Practice ethics and transparency in
business operations.
• Touch the heart of customers by
providing products and services of
superior quality at a competitive
price.
• Create an eco-friendly company in
harmony with nature and society.

AMITY GLOBAL BUSINESS SCHOOL


6
CHANDIGARH
GROWTH
• TKM’s growth since inception can be
attributed to one simple, yet important
aspect of its business
philosophy-”PUTTING CUSTOMER
FIRST”. While managing growth , TKM
has maintained its commitment to
provide quality products at a reasonable
price and has made every effort to meet
changes in customer needs.

AMITY GLOBAL BUSINESS SCHOOL


7
CHANDIGARH
PRODUCT

AMITY GLOBAL BUSINESS SCHOOL


8
CHANDIGARH
PRODUCT
Product is anything that can be offered to the
market to satisfy a want or need including
Physical goods ,
Services ,
Experiences,
Events,
Person,
Organization,
Information and ideas.

AMITY GLOBAL BUSINESS SCHOOL


9
CHANDIGARH
PRODUCT MIX
PRODUCT WIDTH- No product width as such.

Product length
SEDAN SUV/MUV

COROLLA ALTIS TOYOTA INNOVA


COROLLA ALTIS FORTUNER
SPORT PRADO
CAMRY LAND CRUISER

AMITY GLOBAL BUSINESS SCHOOL


10
CHANDIGARH
PRODUCT DEPTH
COROLLA ALTIS
COROLLA ALTIS 1.8 J
MANUAL.
COROLLA ALTIS 1.8 G
COROLLA ALTIS 1.8 SPORT
COROLLA ALTIS 1.8 V
(AUTOMATIC)

TOYOTA INNOVA

INNOVA 2.0 G1,


1998 CC.(PETROL)
INNOVA 2.0 GX
1998 CC,(PETROL)
INNOVA 2.0 VX,
1998 CC,.(PETROL)
INNOVA 2.5 EV MS,
2494 CC,(DIESEL)
INNOVA 2.5 G1,(DIESEL)
INNOVA 2.5 VX,(DIESEL)

AMITY GLOBAL BUSINESS SCHOOL


11
CHANDIGARH
PRODUCT LIFE CYCLE
TKM IS IN BETWEEN THE
GROWTH AND MATURITY STAGE
.
Toyota decided to replace
Qualis because of two reasons.

Qualis was a major success


among the tour operator
segment but was not popular at
the individual/home segment.

Second reason was the


increased competition from
Chevrolet Tavera which was
perceived to be a more refined
upmarket SUV.

Toyota also wanted to bring in


the latest products in the
Indian market.
Qualis was only a test product.

Further, Toyota wanted to


AMITY GLOBAL BUSINESS SCHOOL
12
appeal to the individual/home CHANDIGARH
BRAND
Name , term , sign ,symbol, or design , or a combination to
identify the goods or services of one seller or group of
sellers and to differentiate form those of competitors.
TOYOTA
• Well known brand in Japan and throughout the world.
• Historically , word crown has been a linguistic taxonomy for
Toyota cars.
• Corolla which is a Latin for small crown and Camry
which is an English articulation of the word kanmuri
meaning crown are all part of carefully prescribed family of
names that revolved around the metaphor of royalty.

AMITY GLOBAL BUSINESS SCHOOL


13
CHANDIGARH
BRANDING
• Is endowing products and services
with the power of brand.
Branding -
• Helps consumer organize their
knowledge about products & services
in a way that clarifies their decision
making .

AMITY GLOBAL BUSINESS SCHOOL


14
CHANDIGARH
BRANDING STRATEGY
• Reflects the number & nature of both
common & distinctive brand element it
applies to the product it sells.
TKM uses LINE
EXTENSION as its
BRANDING STRATEGY
.like they have come up
with different variants in
corolla,new being SPORTS
model.
multibranding
Different brands available
like Camry, corolla,
innova, land
cruiser, Prado. AMITY GLOBAL BUSINESS SCHOOL
15
Eg. Introduction of CHANDIGARH
LABELLING
• The label may be a simple tag /logo
attached to the product . Might carry a
brand name or a great deal of
Ininformation.
Toyota , the label
is the mark which
consist of 3 ovals :
2 perpendicular
ovals represent a
relationship of
mutual trust
between customer
and the company .
The bigger oval
implies global
expansion of
toyota’s technology
AMITY GLOBAL BUSINESS SCHOOL
and unlimited CHANDIGARH
16
WARRANTIES
Are the formal statements of expected product
performance by the manufacturer .products under
warranty can be returned to the manufacturer or
repair centers for replacements or refunds.
In Toyota's case
company provides:
3 year or 1 lakh
kms (whichever is
earlier )
Warranty on all repairs
using Toyota
genuine parts thus
providing quality
service to
customers.

AMITY GLOBAL BUSINESS SCHOOL


17
CHANDIGARH
SEGMENTATION
A market segment consist of a group of
customer who share a similar set of wants.
Geographic segmentation
Country:
Urban & rural
In developing
areas:
country like
India ,corolla
More of Toyota car in
and Camry are
urban areas then
taken to be in
rural areas because
PREMIUM car
of difference in
segment .
Infrastructure, ,
Eg . In india all
the high court
purchasing power ,
judges provided
corolla as they
literacy rates etc.
give executive
AMITY GLOBAL BUSINESS SCHOOL
look unlike Honda CHANDIGARH
18
Demographic segmentation

Family size:
Large family size as in
India would Increase
opportunities for groth in
sales of Innova or
Fortuner .
Income:
People falling in category of
upper middle high income
group and who have ability
and willingness to buy
,would go in for Toyota cars
like land
cruiser,prado,camry,etc.

AMITY GLOBAL BUSINESS SCHOOL


19
CHANDIGARH
Psychographic segmentation
Social class: Personality:
People who are
people who belong in sporty
to upper middle attitude
class and higher having unique
social strata would style statement
opt for would settle for
SUVs /MUV’s or Toyota altis
sedan like camry sport model or
etc. fortuner which
would
exhilarate their
senses.

AMITY GLOBAL BUSINESS SCHOOL


20
CHANDIGARH
Behavioral segmentation
Occasions:
Festive seasons
like DIWALI,NEW
YEAR because of Benefits:
low interest On purchase
financing and of a car ,
discount people go customer
in for purchase of would also Attitude :
cars. so more look for Person
growth. various desiring an
benefits executive look
adjoined with ,would surely
the main settle for
product like corolla or
Bluetooth Camry
connectivtiy.H ,whereas
ID people
headlamps, desiring for
cruise control sturdy yet
etc. sporty look
AMITY GLOBAL BUSINESS SCHOOL
CHANDIGARH would rather 21
PRICE

AMITY GLOBAL BUSINESS SCHOOL


22
CHANDIGARH
• Value – Driven Pricing method

The customers are given


value in terms of several
Customers
elements like warranty,
quality, customer support
etc. The company thus wins Value
loyal customers by charging
a fairly low price for a Price
quality offering. Thus, the
company reengineers its Cost
operations to become a low–
cost producer without
sacrificing quality, to attract
Product
a large number ofAMITY
value-
GLOBAL BUSINESS SCHOOL
CHANDIGARH
23
Pricing Strategy
• Optional-Feature Pricing : e.g. an
Innova customer can order mud flaps, side
steppers or other accessories.
• Promotional Pricing :
Low Interest financing : This technique is
for short period and is mainly used in festive
seasons.
Longer Payment Terms : The company
stretches loans over longer periods and thus
lowers the monthly payments.

AMITY GLOBAL BUSINESS SCHOOL


24
CHANDIGARH
• Warranties and Service contracts : The
company provides 3 year or 1 lakh Km
(whichever earlier) warranty on all repairs
using Toyota genuine parts.

• Differentiated Pricing :
Location Pricing : Toyota cars are
priced differently in different states. Car
cost remains the same across the country
but the road tax and insurance rates
differ in different states.

AMITY GLOBAL BUSINESS SCHOOL


25
CHANDIGARH
LIST OF PRICES OF VARIOUS
MODELS
PRICE (Rs.) CAR DETAILS
10,18,800 COROLLA ALTIS 1.8 J, SEDAN
TYPE, 5 SEATER,1794 CC, 5
SPEED MANUAL. (PETROL)

11,65,600 COROLLA ALTIS 1.8 G, 5


SEATER, 1794 CC, 5 SPEED
MANUAL. (PETROL)

12,02,300 COROLLA ALTIS 1.8 SPORT


SEDAN TYPE, 5 SEATER, 1794
CC, 5 SPEED MANUAL. (PETROL)

13,93,900 COROLLA ALTIS 1.8 V SEDAN


TYPE, 5 SEATER, 1794 CC, 4
SPEED AUTOMATIC. (PETROL)
AMITY GLOBAL BUSINESS SCHOOL
26
CHANDIGARH
PRICE (Rs.) CAR DETAILS
8,43,600 INNOVA 2.0 G1, MUV TYPE, 8
SEATER, 1998 CC, 5 SPEED
MANUAL.(PETROL)

9,39,500 INNOVA 2.0 GX, SUV/MUV TYPE,


8 SEATER, 1998 CC, 5 SPEED
MANUAL.(PETROL)

11,22,000 INNOVA 2.0 VX, SUV/MUV TYPE,


8 SEATER, 1998 CC, 5 SPEED
MANUAL.(PETROL)

8,03,600 INNOVA 2.5 EV MS, MUV TYPE,


8 SEATER, 2494 CC, 5 SPEED
MANUAL.(DEISEL)

9,15,700 INNOVA 2.5 G1, 8 SEATER,


MANUAL(DEISEL)
11,84,800 INNOVA 2.5 VX, 8 SEATER,
MANUAL(DEISEL)
AMITY GLOBAL BUSINESS SCHOOL
27
CHANDIGARH
PRICE (Rs.) CAR DETAILS
19,32,700 TOYOTA FORTUNER

22,42,300 TOYOTA CAMRY

45,33,400 TOYOTA LAND CRUISER PRADO

86,29,500 TOYOTA LAND CRUISER

AMITY GLOBAL BUSINESS SCHOOL


28
CHANDIGARH
PROMOTION

AMITY GLOBAL BUSINESS SCHOOL


29
CHANDIGARH
TOYOTA
• TOYOTA uses many different
techniques of advertising as most of
Print advertisement of TOYOTA
COROLLA are individually targeted at
factors like comfort, performance,
styling, power, leg room and driving
pleasure.
• The commercials mainly target at
Indian youth and young executives.
AMITY GLOBAL BUSINESS SCHOOL
30
CHANDIGARH
ADVERTISING
• ADVERTISING is a
form of
communication used
to influence
individuals to
purchase products.
• It is any paid form of
non personal
presentation and
promotion of ideas,
goods or services by
an identified sponsor.

AMITY GLOBAL BUSINESS SCHOOL


31
CHANDIGARH
BROCHURES
• The Brochures,
Posters, Leaflets
showcase that
Toyota Corolla,
Innova, land Cruiser,
Prado are all for the
people who demand
performance, style,
power and sheer
driving.

AMITY GLOBAL BUSINESS SCHOOL


32
CHANDIGARH
INNOVA" All you desire "
• Very few actors in Bollywood possess
the international standards of expertise
that Aamir Khan does. Aamir
managed to carve out a niche for
himself among the superstars as well
as changed his persona in tune with
the character he was playing incase of
“Toyota Innova”.

• It is precisely this characteristic of


this talented actor
• that is sought to be celebrated in
• the Toyota Innova advertisement.

AMITY GLOBAL BUSINESS SCHOOL


33
CHANDIGARH
OTHER SOURCES
• The other sources of advertisement
includes Bill Boards, Display signs,
bulletins and broad cast
advertisement. The company does
the advertising of corolla and Innova
by placing billboards at various
expressway and highways.

AMITY GLOBAL BUSINESS SCHOOL


34
CHANDIGARH
SALES PROMOTION
Sales Promotion includes tools
for :
• Toyota Company uses major
sources of sales promotion
such as Trade fairs, like auto
expo, motor shows.
• In these fairs, the company
showcase its various
varieties of car. These fairs
help customers to draw
comparison between
different cars on the basis of
color, features etc.

AMITY GLOBAL BUSINESS SCHOOL


35
CHANDIGARH
PUBLIC RELATION
• Toyota company
contributed to public
relation’s in the following
manner ;
1. It contributed to Tsunami
2. Toyota Kirloskar signs
MOU with Bangalore
University for promotion
of Japanese language.
3. Toyota observes earth
day by supporting local
schools.

AMITY GLOBAL BUSINESS SCHOOL


36
CHANDIGARH
PERSONAL SELLING
Personal selling involves two-
way, personal communication
between sales people and other
customers.
Personal selling largely takes
place at the dealer’s end. The
way the customer is attended
depends mainly on the dealer as
he acts as an interface between
the company and the customer.

AMITY GLOBAL BUSINESS SCHOOL


37
CHANDIGARH
Mostly in case of individual sales the
customer goes to the showroom and
takes a look at the product. There he
is attended by the sales personnel of
the dealership. Personal selling is
also practised at trade fairs wherein
the company appointed sales
personnel prospective customers and
also book their orders.
AMITY GLOBAL BUSINESS SCHOOL
38
CHANDIGARH
DIRECT MARKETING
• Direct marketing is the use
of consumer-direct channels
to reach and deliver goods
and services to customers
without using marketing
middlemen.
• The company officials
directly contact the
prospective buyers with the
information available
through various sources ;

AMITY GLOBAL BUSINESS SCHOOL


39
CHANDIGARH
Pioneer Toyota website

AMITY GLOBAL BUSINESS SCHOOL


40
CHANDIGARH
PLACE

AMITY GLOBAL BUSINESS SCHOOL


41
CHANDIGARH
AMITY GLOBAL BUSINESS SCHOOL
42
CHANDIGARH
Selection and management of channels
and product flow to consumers

Represents the location, where the


product can
be purchased

AMITY GLOBAL BUSINESS SCHOOL


43
CHANDIGARH
AMITY GLOBAL BUSINESS SCHOOL
44
CHANDIGARH
Vertical Marketing
System
Manufacturer

Dealer

End Consumers
AMITY GLOBAL BUSINESS SCHOOL
CHANDIGARH
45
FUTURE PLANS &
OPPORTUNITY

AMITY GLOBAL BUSINESS SCHOOL


46
CHANDIGARH
FUTURE PLANS
• Toyota Kirloskar Motor Pvt. Ltd (TKM) announced that it
will display 14 production and concept vehicles at the
10th Auto Expo in Delhi to be held at Pragati Maidan
from January 5 to 11, 2010. Toyota Kirloskar Motor will
launch its small car by the end of 2010 from its
Bangalore plant.
• New cars that can be seen on the Indian roads are:
Prius and Yaris
• Plans to bring Toyota Financial Services in India
which is already operational in more than 30 countries.

AMITY GLOBAL BUSINESS SCHOOL


47
CHANDIGARH
PRIUS HYBRID
• Toyota Prius can run on electric
power for approximately 20mph
and after the car is temporarily
stopped the engine shuts down.
• Prius will come in various
combination offers ranging
from
* back-up camera
* keyless entry/start Smart Key
system
* Bluetooth wireless

AMITY GLOBAL BUSINESS SCHOOL


48
CHANDIGARH
YARIS
• Entrance into hatchback
segment
• Competition to Skoda Fabia,
Honda Jazz
* Defroster-linked CFC-free air
conditioning
* Multi-reflector halogen
headlights
* Automatic rain sensor
* Climatronic

AMITY GLOBAL BUSINESS SCHOOL


49
CHANDIGARH
OPPORTUNITY
Toyota can also introduce more SUVs,
MUVs, cars and trucks in India namely

CARS TRUCKS
• MATRIX * TACOMA
•VENZA * TUNDRA
•AVALON

SUVs & VANS HYBRIDS


• RAV 4 * CAMRY
•FJ CRUISER * HIGHLANDER
•HIGHLANDER
•4RUNNER
•SIENNA

AMITY GLOBAL BUSINESS SCHOOL


50
CHANDIGARH
Bibliography

www.Google.com

Autoexpo magazine

www.Toyotabharat.com

www.Driveinside.com

www.Carwale.com

AMITY GLOBAL BUSINESS SCHOOL


51
CHANDIGARH
THANK
AMITY GLOBAL BUSINESS SCHOOL
CHANDIGARH
52