A PROJECT REPORT ON

COMPARITIVE STUDY OF SALES PROMOTION STRATEGIES ADOPTED BY LUXURY CARS IN COMPARASION WITH TOYOTA CARS

Guided by Submitted By
DR.Devendra Ramteke Rahul Shahu
 INTRODUCTION TO THE TOPIC

MARKETING
• MARKETING REFERS TO ACTIVITIES UNDERTAKEN BY A COMPANY TO PROMOTE THE
BUYING OR SELLING OF A PRODUCT OR SERVICE. MARKETING INCLUDES THE
ADVERTISING, SELLING AND DELIVERING OF PRODUCTS TO CONSUMERS OR OTHER
BUSINESSES
• SALES PROMOTION 
• SALES PROMOTION IS ONE OF THE ELEMENTS OF THE PROMOTIONAL MIX THE PRIMARY
ELEMENTS IN THE PROMOTIONAL MIX ARE ADVERTISING, PERSONAL SELLING, DIRECT
MARKETING ,PUBLICITY, PUBLIC RELATIONS.
 COMPANY PROFILE
• TOYOTA IS THE LARGEST VEHICLE MANUFACTURER IN THE WORLD

• IT HAS ITS HEADQUARTERS IN JAPAN.

• IT IS ALSO ONE OF THE LARGEST MULTINATIONALS IN THE WORLD, AND IT EMPLOYS OVER 300,000 EMPLOYEES
GLOBALLY (TOYOTA WEBSITE, 2010).

• THE COMPANY BEGAN OPERATING IN 1937 AFTER TOYODA ITS FOUNDER ACQUIRED THE COMPANY FROM HIS FATHER.

• IN ADDITION TO VEHICLE MANUFACTURING, THE FIRM ALSO DEVELOPS ROBOTS AND PROVIDES FINANCIAL SERVICES.

• THE FIRM VENTURED INTO PRODUCTION OF SMALL CARS FROM LATE 1930S AND IT SUBSEQUENTLY BEGAN
PRODUCING SUVS AND TRUCKS.

• DURING THE 1980S, IMPORT TARIFFS FORCED TOYOTA TO BUILD MANUFACTURING PLANTS IN US IN ORDER TO TAP
INTO THE AMERICAN MARKET AND REDUCE PRODUCTION COSTS.

• IT SUBSEQUENTLY ENTERED INTO VENTURES WITH COMPANIES SUCH AS GENERAL MOTORS AND THESE HELPED THE
FIRM STRENGTHEN ITS CAPITAL BASE.

• BY THE LATE 1990S, THE FIRM WAS AMONG THE GLOBAL LEADERS IN AUTOMOBILE PRODUCTION AND IT BEGAN
PRODUCING HYBRIDS DUE TO DEMAND FOR ENVIRONMENTALLY-FRIENDLY CARS (HALBERSTAM, 2005).

• THE COMPANY WAS RECOGNIZED AS THE LEADING AUTOMAKER BY FORBES MAGAZINE.

 OBJECTIVE

• TO KNOW WHICH LUXURY CAR IS MORE DEMANDED BY CUSTOMERS.

• THROUGH WHICH STRATEGIES MAXIMUM CUSTOMERS ARE ATTRACTED.
• TO KNOW THE TREND IN MARKET.
• COMPETITION FROM OTHER CAR MANUFACTURERS.
 HYPOTHESIS

• H1 LUXURY CARS ARE GAINING MORE IMPORTANCE AS WELL AS LOW BUDGET

ARE MOSTLY PREFERRED IN NAGPUR
• H0 LUXURY CARS ARE NOT GAINING MORE IMPORTANCE AS WELL AS LOW
BUDGET ARE MOSTLY PREFERRED IN NAGPUR
 RESEARCH METHODOLOGY

• A QUANTITATIVE RESEARCH METHOD HAS BEEN USED FOR THIS PROJECT

• RESEARCH TYPE

• DESCRIPTIVE
DATA TABULATION INTERPRETATION AND ANALYSIS

• Q1 WHAT IS YOUR OCCUPATION?

10%
5%
business
15% job
50% govt employee
retired person
others

20%
 DATA TABULATION INTERPRETATION AND
ANALYSIS

• Q2 WHAT IS YOUR INCOME?

monthly

7% 7% less 10k
10k-25k
11%
25k-50k
22%
50k-75k
75k-1lac
19% 1lac and above

33%
 DATA TABULATION INTERPRETATION AND
ANALYSIS
• Q3 AGE GROUP

age group

7% 7% 22-28
28-34
19%
34-40
26%
40-46
46 and above

41%
 DATA TABULATION INTERPRETATION AND
ANALYSIS

• Q4 DO YOU HAVE LUXURY CAR?

yes
45% no
55%
 DATA TABULATION INTERPRETATION AND
ANALYSIS

• Q5 IF YES WHICH LUXURY COMPANY CAR YOU HAVE?

Sales

renault -fluence
13% Honda Civic
26%
8% Hyundai Elentra
Sokda Laura
5% Toyota Altis

47%
 DATA TABULATION INTERPRETATION AND
ANALYSIS
• Q6 DOES THE COMPANY HAS DEMO CARS AS A PART OF THERE PROMOTION?

Sales

4%
yes
no

96%
 DATA TABULATION INTERPRETATION AND
ANALYSIS
• Q9 DOES THE COMPANY PROVIDES FREE GIFTS AS THEIR SALES PROMOTION
STRATEGY AND IF YES DOES IT SATISFIES THE CUSTOMER?

Sales

highly satisfied
5%
18% satisfied
neutral
38% dissatisfied
highly dissatisfied

40%
 INFERENCES AND FINDINGS

• INCOME GROUP OF THE 50K-75K ARE TRYING TO BUY LUXURY CARS

• AGE GROUP OF 34-40 ARE MOSTLY THE BUYERS OF THE LUXURY CARS
• 45% PEOPLE IN NAGPUR DOES OWN LUXURY CARS
• HYUNDIA ELANTRA AND TOYOTA ALTIS ARE THE MOST PREFFERED LUXURY CARS BY THE
CUSTOMERS
• 96% OF LUXURY CARS DEALERS PROVIDE DEMO CARS AS THERE SALES PROMOTIONAL
STRATEGY
• 40% OF THE CUSTOMERS ARE SATISFIED WITH THE FREE GIFTS PROVIDED BY THE COMPANY
 SUGGESTIONS

• TOYOTA HAVE TO IMPROVE ITS PROMOTIONAL PLATFORMS TO IMPROVE TO

REACH THE NEW CUSTOMER.
• TOYOTA SHOULD PROVIDE GOOD DISCOUNTS AND LOYALTY TO THE EXISTING
CUSTOMER AS WELL AS FOR NEW CUSTOMERS
 BIBLIOGRAPHY

• ALLEN, C. PHARM MED (2016) REVIEW OF PROMOTIONAL MATERIALS AND DEVELOPMEN

T PG. NO.
177
• WWW.GOOGLE.COM
• WWW.WIKIPEDIA.COM