dissertation presentation( cp-402)
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DISSERTATION PRESENTATION ON
BRANDING STRATEGIESOF TOYOTA &
CUSTOMER AWARENESSABOUT BRAND TOYOTA
Presented By:-
Mriganka ChakrabortyRoll:- !"#""
No:- $!"%"#%
Regn No:- "%-""$$&
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E'e()ti*e S)++ary
• Pro,e(t Title : Branding Strategies o. Toyota in Sil(har / Cons)+er A0areness abo)t
Toyota1
• Pla(e o. St)dy : Sil(har
• Na+e o. the Organi2ation : Podder Toyota
• Na+e o. the Instit)te : De3art+ent o. B)siness Ad+inistration4 Assa+ 5ni*ersity6 Sil(har4
• 7a()lty 8)ide : Dr4 Dibyo,yoti Bhatta(har,ee6 Asso(iate Pro.essor6 DBA-9NSMS
• The sa+3le si2e is as .ollo0s : The s)r*ey (o+3rises o. sa+3le si2e o. #4
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Ob,e(ti*es o. the St)dy
• The +ain ob,e(ti*e or ai+ o. the 3ro,e(t is as .ollo0s:-
• To )nderstand the branding strategies ado3ted by
Toyota in Sil(har
• To deter+ine le*el o. Cons)+er A0areness abo)t the
brand Toyota4
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Scope of the Study
• St)dy is (on.ined 0ithin the Sil(har To0n4
• St)dy is +ade on B)siness+ans6 Tea(hers6
Bankers6 Do(tors and other established 3ersons4
• St)dy is +ade to )nderstand the branding strategies
ado3ted by Toyota in Sil(har4
• St)dy is +ade to deter+ine le*el o. Cons)+er
A0areness abo)t the brand Toyota4
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Resear(h Methodology
• Resear(h ty3e ; E'3loratory resear(h
• Sa+3ling )nit ; The resear(h has been done o*er the do(tors6
tea(hers6 b)siness+en6 bankers and other ser*i(e holders4
• Sa+3le si2e- The s)r*ey (o+3rises o. sa+3le si2e o. # 3ersons
<Bankers6 Do(tors6 B)siness+en6 and Tea(hers=
• Sa+3ling +ethod- The s)r*ey 0as (ond)(ted by the +ethod o.
Con*enien(e Sa+3ling4
• Resear(h tool - Tool .or the resear(h st)dy is >)estionnaire and Dire(t
Personal Inter*ie0 Method4 It is 3re3ared and 3er.or+ed in
a((ordan(e to the ob,e(ti*e o. the st)dy4 The ?)estionnaire is in
3re(ise si2e and si+3le lang)age4
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INTROD5CTION
• @ii(hiro laid the .o)ndations o. Toyota Motor
Cor3oration6 0hi(h 0as established in "%#4
• Toyota @irloskar Motor Pri*ate i+ited is ,oint
*ent)re bet0een Toyota Motor Cor3oration and the@irloskar 8ro)36 .or the +an).a(t)re and sales o.
Toyota (ars in India4 It ()rrently is the !th largest (ar
+aker in India a.ter Mar)ti S)2)ki6 y)ndai6 and
Mahindra4
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Mission
• To)(h the hearts o. o)r ()sto+ers by 3ro*iding
3rod)(ts and ser*i(es o. s)3erior ?)ality at a
(o+3etiti*e 3ri(e4
• C)lti*ate a lean and .le'ible b)siness +odelthro)gho)t the *al)e (hain by (ontin)o)s
i+3ro*e+ent4
• ead the Toyota global o3erations .or the e+erging
+ass +arket4
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MAN57ACT5RIN8 7ACIITIES
• T@MPFs ()rrent 3lant at Bidadi6 @arnataka is
s3read a(ross !#$ a(res and has a (a3a(ity o. G6
*ehi(les 3er ann)+4
• T@MPFs se(ond +an).a(t)ring 3lant on theo)tskirts o. BangaloreH @arnataka has a (a3a(ity o.
6 *ehi(les 3er ann)+4 Both 3lants ha*e a
(o+bined (a3a(ity o. "6 *ehi(les 3er ann)+4
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BRANDIN8
• The A+eri(an Marketing Asso(iation <AMA= de.ines
a brand as a Jna+e6 ter+6 sign6 sy+bol or design6 or a
(o+bination o. the+ intended to identi.y the goods
and ser*i(es o. one seller or gro)3 o. sellers and todi..erentiate the+ .ro+ those o. other sellers4
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Contd..
• Brand is the identity o. yo)r (o+3any and 3rod)(ts4
It (an be re3resented by a (o+bination o. t0o
(o+3onents ; *is)al and *erbal4 is)al re.ers to 0hat
(an be seen and re(ognised6 s)(h as logo6 (olo)r6 .ont6sha3e6 design and erbal re.ers to 0ords and
des(ri3tions6 s)(h as brand story6 3rod)(t na+e6
slogan4
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• T0o (o++only )sed strategies are .a+ily branding
and indi*id)al branding4
• 7a+ily branding (or )+brella branding= ha33ens
0hen yo)r (or3orate brand and 3rod)(t brands arethe sa+e4 Ko) +ay bene.it .ro+ the halo e..e(t6 0ith
3ositi*e 3er(e3tions o. yo)r (or3orate brand being
trans.erred to any ne0 3rod)(t brands yo) de*elo34
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• Indi*id)al branding <or +)lti branding= ha33ens
0hen all yo)r 3rod)(t brands are )ni?)e and
di..erent .ro+ yo)r (or3orate brand4 Ea(h 3rod)(tbrand has a )ni?)e i+age and identity6 and (an be
3ositioned .or di..erent +arkets 0ith di..erent selling
3oints4
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hy Brand is I+3ortantL
• Brand is i+3ortant be(a)se it di..erentiates yo) .ro+
the (o+3etition4 Ko)r brand is +ade )3 o. good0ill6
re3)tation and 3)bli( 3er(e3tion o. ho0 yo)r brand is
di..erent4 The better this di..erentiation is
(o++)ni(ated to (ons)+ers6 the +ore yo)r brand
0ill stand o)t a+ong its (o+3etitors4
• Branding in*ol*es (reating and de*elo3ing a s3e(i.i(
identity6 (o++)ni(ating *al)es and deli*ering3ro+ises4
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• The ne't .e0 ste3s o. brand de*elo3+ent (an be
s)++ari2ed into
• #Cs ; Co++)ni(ation6 Con.iden(e and Conne(tion4
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• Co++)ni(ation addresses ho0 yo)r brand engages
(ons)+ers6 0hi(h is the .)nda+ental as3e(t o. brand
b)ilding4 This in*ol*es getting (ons)+ers to be(o+ea0are o. yo)r brands e'isten(e6 re(ognise it and
kno0 0hat 3rod)(t (ategories it (o*ers4
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• Con.iden(e addresses the (ogniti*e as3e(ts o. yo)r
brand6 0here (ons)+ers tr)st yo)r brand be(a)se o.
0hat it stands .or4 Con.iden(e (an be established.ro+ 3ast e'3erien(e6 .eedba(k .ro+ tr)st0orthy
so)r(es and 0hat yo)r brand (on*eys4
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• Conne(tion addresses the a..e(ti*e as3e(ts o. yo)r
brand6 0here (ons)+ers be(o+e e+otionally atta(hed
to yo)r brand be(a)se o. its i+age or asso(iations4
Conne(tion (an (a)se (ons)+ers to o*erlook (ogniti*e
as3e(ts or reasoning and +ake b)ying de(isions based
on 0hat they like or identi.y 0ith4 They +ay (hoose
the 3rod)(t e*en i. it +ay not be as good as others or
i. there are iss)es or de.e(ts4
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• Brand Asso(iation re.ers to anything that (onne(ts
(ons)+ers to a brand4 It (an be de*elo3ed thro)gh
ele+ents s)(h as 3rod)(t attrib)tes6 i+agery and
3ersonality4 This is a *ital (o+3onent o. (ons)+ers
3er(e3tion o. yo)r brand4 Positi*e asso(iation
en(o)rages 3)r(hase 0hile negati*e asso(iation 0ill
(a)se (ons)+ers to sh)n yo)r brand e*en i. they are
a0are o. yo)r e'isten(e4
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• Brand I+age re.ers to the total i+3ression (reated in
the +inds o. (ons)+ers by a brand and all its
.)n(tional and e+otional asso(iations
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• To s)((eed in branding yo) +)st )nderstand the
needs and 0ants o. yo)r ()sto+ers and 3ros3e(ts4 Ko)
do this by integrating yo)r brand strategies thro)gh
yo)r (o+3any at e*ery 3oint o. 3)bli( (onta(t4
• Ko)r brand resides 0ithin the hearts and +inds o.
()sto+ers6 (lients6 and 3ros3e(ts4 It is the s)+ total o.
their e'3erien(es and 3er(e3tions6 so+e o. 0hi(h yo)
(an in.l)en(e6 and so+e that yo) (annot4
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Brand Strategy
• Ko)r brand strategy is ho06 0hat6 0here6 0hen and to
0ho+ yo) 3lan on (o++)ni(ating and deli*ering on
yo)r brand +essages4 here yo) ad*ertise is 3art o.
yo)r brand strategy4 Ko)r distrib)tion (hannels are
also 3art o. yo)r brand strategy4 And 0hat yo)
(o++)ni(ate *is)ally and *erbally are 3art o. yo)r
brand strategy6
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Brand Strategies
• These are so+e o. the branding strategies ado3ted by
(o+3anies:-
• Co- Branding
• Ingredient Branding
• Se(ondary asso(iation
•
Celebrity endorse+ents
• Re-branding
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• Strategies and Prin(i3les Ado3ted By Toyota:-
"4The Toyota ay
$4 >-Ser*i(e
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• >)i(k ehi(le Ser*i(e
• >)i(k ehi(le Ser*i(e In.or+ation
• >)i(k Onsite S)33ort
• >)i(k Net0ork Rea(h
• Toyotas >)ali.ied Man3o0er
•
Toyotas Inb)ilt >)ality
• 5n+at(hed arranty
• Toyotas 8en)ine Parts
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>- Ser*i(e
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Analysis o. Data
• Cons)+ers attit)de and 3er(e3tion
• ere the (ons)+er attit)de and 3er(e3tion is +eas)red on
3rod)(t .a(tor6 3ri(e .a(tor6 3la(e .a(tor6 3ro+otion and
ad*ertising .a(tor6 and branding .a(tor4
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Prod)(t 7a(tor
• Do yo) think Toyota 3ro*ides the high ?)ality +aterials to3rod)(e (arL
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High Quality Materials
S#$%' D*+,'$
D*+,'$
N.#$,
A'$
S#$%' A'$
73% of the respondents agree that Toyota producescars with high quality materials while 27% of therespondents disagree that Toyota uses high qualitymaterials.
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• Does Toyota 3ro*ide (ons)+ers to ()sto+i2e (ar s)(h as o3tions6 (olor6
body 3arts6 and et(4L
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ustomi!ation "ption
S#$%' D*+,'$
D*+,'$
N.#$,
A'$
S#$%' A'$
#3% report that they ha$e the nowledge that Toyotapro$ides customers with the option of customi!ingtheir car.
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Pla(e 7a(tor
• Does Toyota ha*e the best ser*i(e (enters in Sil(harL
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-ttracti$e Showrooms
S#$%' D*+,'$
D*+,'$N.#$,
A'$
S#$%' A'$
-round ()% respondents +elie$e that Toyotahas the +est ser$ice centers in Silchar.
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• Does Toyota ha*e high ser*i(e ?)ality in the sho0roo+s6 dealers6 and
ser*i(e (entersL
•
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Quality Ser$iceS#$%' D*+,'$
D*+,'$
N.#$,
A'$
S#$%' A'$
(7% respondents +elie$e that Toyota pro$ides highquality ser$ice in showrooms dealers and ser$icecentres.
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Pro+otion and Ad*ertising .a(tor
• Toyota has attra(ti*e sales 3ro+otion than other
brands4
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0rand 1nformationS#$%' D*+,'$
D*+,'$
N.#$,
A'$
S#$%' A'$
#,% respondents +elie$e that Toyota has anattracti$e sales promotion than other +rands.
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• Are yo) a0are o. Toyota brand and (ar in.or+ation .ro+
ad*ertising
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0rand 1nformationS#$%' D*+,'$
D*+,'$
N.#$,
A'$
S#$%' A'$
73% respondents report that they are aware ofToyota 0rand and ars from ad$ertising.
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Branding 7a(tor
• Toyota has the 3ositi*e brand i+age in Sil(har4
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2ositi$e 0rand 1mage in Silchar
S#$%&'() D*+,'$--
D*+,'$--N-.#$,(
A'$--
S#$%&'() A'$--
#3% of the respondents +elie$e that Toyota has a positi$e+rand image in Silchar.
7INDIN8S
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7INDIN8S
• 7indings .or the ob,e(ti*e ":
• To )nderstand the branding strategies ado3ted by Toyota in Sil(har
• Toyota tries to (a3t)re the Sil(har +arket 0ith its 3ro*en tra(k re(ord
and 0orld (lass ?)ality standards4
• It .ollo0s the >- Ser*i(e 0hi(h stands .or ?)ality ser*i(e4
• ighest le*el o. C)sto+er satis.a(tion and sa.ety standards are
.ollo0ed4
•
The trade+ark TPS <Toyota Prod)(tion Syste+= deli*ers )n+at(hed3er.or+an(e and high e..i(ien(y (ars4
• Best in (lass ser*i(e stations and s3are 3arts4
• ighly Skilled 0ork.or(e4
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• 7indings .or the ob,e(ti*e $:
• To deter+ine le*el o. Cons)+er A0areness abo)t the brand Toyota4
• Cons)+ers are a0are o. the Brand Toyota thro)gh ne0s3a3ers6
ad*ertisings6 and 3ro+otional a(ti*ities4
• They are a0are that Toyota 3rod)(es (ars o. highest ?)ality and
international standards4
• ario)s 3ro+otional *ideos .eat)ring endorse+ent by (elebrities like
irat @ohli has led the ()sto+ers to gain in.or+ation abo)t the
Brand Toyota4
• The 3ri(ing o. (ars o. Toyota is a (on(ern a+ong the ()sto+ers o.
Sil(har4
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S)ggestion Re(o++endation
• Toyota dealers in Sil(har i4e4 Podder Toyota sho)ld do so+e
+ore 3ro+otional a(ti*ities to +ake the ()sto+ers .)lly a0are
o. the .eat)res o. the Toyota Cars4
• The 0orld (lass ?)ality standards that Toyota is kno0n .or
sho)ld be highlighted +ore o.ten in the 3ro+otional
(a+3aigns4
• The ()sto+ers sho)ld be +ade a0are o. the ?)ality that Toyota
3ro*ides along 0ith )n+at(hed 3er.or+an(e to +ake ea(h (ar4
• Organising a0areness (a+3s to general 3)bli( and sho0(asing
the Toyota 3hiloso3hy o. highest le*el o. ?)ality 0ill +ake the
3)bli( +ore in.or+ed abo)t Toyota Brand4
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Con(l)sion
• The na+e Toyota itsel. signi.ies highest ?)alityH this is 0hat
+akes the largest a)to+obile +an).a(t)ring (o+3any in the
0orld4 In the ()rrent st)dy )ndertaken in Sil(har abo)t
Toyotas branding strategy and le*el o. ()sto+er a0areness
abo)t Toyota 0e .ind that as Toyota is ne0 to Sil(har +arket itis relying on its tried and ti+e tested strategies o. 3ro*iding
)n+at(hed ser*i(e ?)ality <>- Ser*i(e= .or 0hi(h it is kno0n
the 0orld o*er4
• The ()sto+er a0areness abo)t the brand Toyota is 3ositi*e
b)t the high 3ri(e o. (ars is +aking the ()sto+ers a little
hesitant in 3)r(hase de(isions4 B)t the le*el o. ?)ality and
a.ter sales ser*i(e that Toyota o..ers +ore than +akes it )3 .or
its high 3ri(e4
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TH-4 5"6