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MARKETING STRATEGY OF

FOR INDIAN CAR SEGMENTS

Presented By :Jayati, Nishima, Anant, Harsh, Vivek, Satyabrata.

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INTRODUCTION Toyota Motor Corporation commonly

known simply as Toyota and abbreviated as TMC, is a multinational corporation headquartered in Japan. TMC is the world's largest automobile maker by sales and production. It has presence in over 170 countries.

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TOYOTA IN INDIA In October 1997, Toyota

Kiloskar Motors (TKM) started as a joint venture between Kirloskar Group and Toyota Motor Corporation. Toyota Motor Corporation (TMC) holds 89% of the share and Kirloskar Group owns the remaining 11%. It currently is the 7th largest car maker in India after Maruti Suzuki, Hyundai, Tata Motors, Mahindra, Chevrolet and Honda

# Indian Market Share

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Marketing Strategy of Toyota• “The general who wins a battle

makes many calculations in his temple before the battle is fought; the general who loses a battle makes but few calculations beforehand. Thus many calculations lead to victory, and few calculations to defeat!”

• Target 2015 : 10% market share.• Calculated play in auto market.

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Marketing Strategy of Toyota• “Customer First” Philosophy.• Value Delivery Network.• Market positioned pricing strategy.• More-for-the-same value proposition.• Great USP.

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“Toyota Corolla – it’s a Trap” video.

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Car Segments* and ToyotaCar Segments Also Known As Toyota’s Presence in the

segment

A City Car / Mini Car No

B Small Car Yes**

C Small Family Car Yes

D Large Family Car / Compact Executive Car

Yes

E Executive Car No

F Luxury Car No

M Multi-Utility Vehicles (MUV) Yes

J Sports-Utility Vehicles (SUV) Yes

•As Per Society of Indian Automobiles (SIAM).**Planned, not yet launched.

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Toyota & B-segment• In this segment Toyota is targeting the customers which

mainly look for economy of operation and prefer reliability over luxury.

• World’s First & India’s First.• Had entered this year – planned to launch the ETIOS.• Plans to launch both hatchback and sedan versions.• Plans to enter rural market.• Major competitors are i20, vw polo, ford figo, swift.

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TOYOTA & C-SEGMENT• In this segment Toyota is targeting

middle to upper income professionals in the age group of 35 to 45 who need true value for their money and comfortable ride in city conditions.

• Has two cars – COROLLA ALTIS (launched in 2003) & PRIUS (launched in 2010).

• Corolla – the bestseller, integrated marketing, CNG variants.

• Prius – eco-friendly hybrid car. Following a market strategy where the car might be sold by invitation. This might mean Toyota may also target bollywood actors to spread the word.”

• Major competitors are Honda civic, Chevrolet cruze, Honda civic hybrid.

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TOYOTA & D-SEGMENT• In this car segment target

customers for Toyota have been middle aged adults with families looking for peppy performance, high comfort level and solid reliability.

• CAMRY – launched in 2002 - competitive performance, design, comfort & safety.

• Continuous innovation & Widening their consumer market to a younger age group.

• Major competitors include Honda accord, Skoda superb, vw passat.

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TOYOTA & E-SEGMENT• Targeted to appeal to the

individual/home users rather than the commercial segment and is considered as an Ideal getaway vehicle that is spacious, trendy and up market.

• INNOVA – launched in 2005 - market leader since launch, 31% market share.

• Customer feedback drive innovation & using charisma of Aamir khan to promote the car as an upmarket car.

• Major competitors include Chevrolet tavera, sumo grande.

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TOYOTA & J-SEGMENT• Has three cars currently – LAND

CRUISER and its variant PRADO (launched in 2004), FORTUNER (2009).

• Land Cruiser and Prado - Targeted at active businessmen, industrialists and socialites who want to make a style statement and are in the 35-45 year age group. Major competitors include vw touareg, bmw x3, merc m class.

• Fortuner - Targeted at urban luxury SUV customer desiring rugged and tough performance with sedan like luxury and comfort. Major competitors include honda crv, chevrolet captiva, ford endeavour.

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Other Initiatives • ‘Q’ Promise Campaign : Promise of Quality - aims to

build and sustain an emotional connect with Indians across states, languages and cultures. “Genchi Genbutsu” or the philosophy of “Go & See” approach, to ensure introduction of appropriate products to meet customer needs globally.

• Service campaign with free check up : SUHANA SUMMER & RAIN GAIN.

• Toyota Financial Services (TFS) – currently 70% financed by banks – introduce TFS to deliver cars at less interest rates – help to realize its Toyota 2015 target.

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