Professional Documents
Culture Documents
Marketing Strategies of Toyota
Marketing Strategies of Toyota
On
School of Management
Lucknow
DECLARATION
I hereby declare that the field work entitled of “Marketing strategies of Toyota”
original work done by me under the guidance of Dr. Afeefa Fatima (Faculty Guide)
(SOM BBDU, Lucknow) and this field study report is submitted in the partial fulfillment
Aishwarya Gupta
Before I get into the thick of the things I would like to add a few heartfelt words for the
people who were part of this Field Study Report in numerous ways and people who gave
unending support right from the stage the project was started, appreciated and encouraged
I would like to express my deep sense of gratitude to the respectable Prof. (Dr.) Sushil
Pande Sir, I\C, SOM, BBDU personalities for their precious suggestions and
In this context I would like to express my gratitude towards my parents and family
members who have constantly supported and played a pivotal role in shaping my career.
I owe my sincere gratitude towards faculty guide Dr. Afeefa Fatima of BBDU,
Lucknow for extending the support towards the completion of the Field Study Report.
And finally I would like to thank my friends for their unending support
Aishwarya Gupta
Field Study Report is an important part of the Management studies. It bears immense
important in the field of Business Management. It offers the student to explore the
valuable treasure of experience and an exposure to real work culture followed by the
industries and thereby helping the students to bridge gap between the theories explained
understand the real world in which he has to work in future. The theories greatly enhance
our knowledge and provide opportunities to blend theoretical with the practical
knowledge where researcher gets familiar with certain aspect of research. I feel proud to
Declaration
Acknowledgement
Preface
2. Company Profile 5
4. Research Methodology 22
5. Limitations 24
7. Findings 40
9. Conclusion 42
Bibliography
Annexure
INTRODUCTION
financial year ending 31st March 2016, Toyota produces 8,575,899 which is lower than
2015 figures due to downward demand in the market and volatility in the oil prices.
Some of its famous models are Toyota Corolla, Etios, Land Cruiser, Toyota Innova,
Toyota uses differentiated targeting strategy for manufacturing and selling its offerings as
Value-based and user benefit positioning strategies are used by the company for
Mission- “To meet challenging goals by engaging the talent and passion of people”
Vision-“It will lead the way to the future of mobility, enriching lives of the communities
around the world with the safest and most responsible ways of moving people”
Tagline-“Let’s go places”
Global Presence: Toyota sale and operates in more than 190 countries globally with an
array of the strong product portfolio. It manufactures automobiles and its related spare
1
parts through 50+ overseas manufacturing companies in more than 28 countries
worldwide.
Production System: One of the major competitive advantages that the Toyota has is its
ability to provide world-class products at low prices. Its globally recognised production
system which focuses on Just in time concept and Jidoka (which means an immediate
stoppage of work when problems arise) has helped the company in controlling its costs
While automotive business is its mainline business, financial service is the supporting
The group is extensive using its dealership networks, authorised showrooms, service
centres, E-commerce sites and direct selling agents to make its products available to the
customers.
Toyota vehicle is sold through a channel of more than 175 distributors in 190+ countries
In its home place Japan it has a network of 280 dealers out of which 15 are owned by
Toyota.
Brand equity in the strategy of Toyota- Toyota motor corporation is the world’s 6 thmost
valuable brand and is ranked 10th in the list of global 2000 companies as per
the Forbes Magazine. The automotive brand has been valued at $ 177 billion on the basis
2
It has been part of many international events such as Formula one, GR Toyota Gazoo
eating up each other’s market share. Factors affecting the competition in the industry are
product features, price safety, fuel economy, customer service standards, Downward
shrinking margin due to which there was no significant growth in the company in the
year 2016. It competes with a company like Suzuki, Honda, Nissan, Ford, General
Motors and many others in the automotive industry in one or more segments.
3
Market analysis in the Marketing strategy of Toyota –
Volatility in oil prices, currency exchange rate, increasing the bargaining power of
customers and suppliers, rising labour costs, rising infrastructure costs, and government
regulations are some of the factors affecting the operation of the companies in the
automotive market.
Customers of Toyota are from age groups of 30- 50 years. Toyota focuses middle-income
In the B2B segment, its serves companies in tours and travel and hospitality industry.
4
COMPANY PROFILE
Industry Automotive
Chairman
Key people
Mr. Vikram S. Kirloskar
Vice Chairman
Products Automobiles
Website www.toyotabharat.com
Toyota Kirloskar Motor Pvt Ltd is a subsidiary of Toyota Motor Corporation of Japan
(with Kirloskar Group as a minority owner), for the manufacture and sales of Toyota cars
in India. It is currently the 4th largest car maker in India after Maruti Suzuki, Hyundai,
and Mahindra.
5
The company Toyota Kirloskar Motor Pvt Ltd (TKMPL) according to its mission
statement aims to play a major role in the development of the automotive industry and the
creation of employment opportunities, not only through its dealer network, but also
On June 7, 2012, Vice Chairman of the company revealed that the company is planning
to enter the healthcare sector and its first hospital would open in Karnataka in May 2013.
Toyota Motor Corporation entered India in 1997 in a joint venture with the Kirloskar
Group.
6
Manufacturing facilities
TKMPL's current plant at Bidadi, Karnataka is spread across 432 acres and has a capacity
capacity of 210,000 vehicles per annum. Both plants have a combined capacity of
per annum due to increase in demand for its models especially the Etios and Fortuner.
With effect from June 1, 2012, Toyota Kirloskar Motor will be increasing the prices of
Etios diesel and Innova by 1 per cent and Fortuner and Etios Liva diesel by 0.5 per cent.
The price hike is on account of the weakening of Rupee. Toyota announced that Etios
sedan and the Liva hatchback has posted sales of over 100,000 units, hence Toyota is all
set for giving its production a big boost.Toyota Kirloskar Motor (TKM) plans to hike the
production capacity of its Etios series models by 75% by early 2013.Toyota Kirloskar
Motors would launch its motor racing series in 3 cities in India next year.
Industrial relations
On 16 March 2014, Toyota Kirloskar Motor temporarily suspended the production at two
of its assembly plants in Bidadi, Karnataka whose production capacity was 310,000 units
annually and has employee strength of 6,400. Cause for the shutdown was failure to reach
an agreement with the union over the issue of wages, deliberate stoppages of the
7
production line by certain sections of the employees and abusing & threatening of
supervisors thereby disrupting the production for the past 25 days. Toyota Kirloskar
Motor announced on 21 March 2014 to lift the lockout at the plants effective from March
24, 2014 with subject to an acceptance of a service condition which requires all the
off the strike after 36 days of standoff and resumed full operations.
Toyota India started a One make racing series in India with the Etios car called the Etios
motor racing series. The series started in 2012, it witnessed an overwhelming response
from the Indian youngsters, with 3300 applicants. They held 2 rounds of exhibition races
in 2012, one at a purpose built race track in chennai called the sriperumbudur race track
and other in the form of ROC (Race of champions) in Gurgaon. The 25 selected drivers
will compete in the main championship to be held in the later half of 2013. The cars are
Racing Development). With stock engines producing almost 100 bhp, the cars are a good
platform for youngsters to step from karting to touring cars.Also the relatively cheaper
budget of just $3216 for the entire series which includes an entire OMP racing kit makes
8
Models
Manufactured/assembled locally
Imported
Discontinued
9
Sales and service network
As of April 2011, it has more than 205 dealerships in 98 cities across 22 states and 3
Sales performance
TKMPL sold 74,759 vehicles in India in the year 2010 registering a growth rate of 38%
10
Toyota Motor Corporation
February 2016, was the 13th-largest company in the world by revenue. Toyota was the
largest automobile manufacturer in 2012 (by production) ahead of the Volkswagen Group
and General Motors. In July of that year, the company reported the production of its 200-
millionth vehicle. Toyota is the world's first automobile manufacturer to produce more
than 10 million vehicles per year. It did so in 2012 according to OICA, and in 2013
according to company data. As of July 2014, Toyota was the largest listed company in
Japan by market capitalization (worth more than twice as much as #2-ranked SoftBank)
and by revenue.
Toyota is the world's market leader in sales of hybrid electric vehicles, and one of the
largest companies to encourage the mass-market adoption of hybrid vehicles across the
globe. Cumulative global sales of Toyota and Lexus hybrid passenger car models passed
the 9 million milestone in April 2016. Its Prius family is the world's top selling hybrid
nameplate with almost 5.7 million units sold worldwide as of 30 April 2016.
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. Toyota Motor Corporation produces
vehicles under five brands, including the Toyota brand, Hino, Lexus, Ranz, and Daihatsu.
It also holds a 16.66% stake in Fuji Heavy Industries, a 5.9% stake in Isuzu, a 3.58%
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stake in the Yamaha Motor Company, and a 0.27% stake in Tesla, as well as joint-
ventures with two in China (GAC Toyota and Sichuan FAW Toyota Motor), one in India
(Toyota Kirloskar), one in the Czech Republic (TPCA), along with several
"nonautomotive" companies. TMC is part of the Toyota Group, one of the largest
located in a 4-story building in Toyota. As of 2006 the head office has the "Toyopet"
Toyota logo and the words "Toyota Motor". The Toyota Technical Center, a 14-story
building, and the Honsha plant, Toyota's second plant engaging in mass production and
formerly named the Koromo plant, are adjacent to one another in a location near the
headquarters. Vinod Jacob from The Hindu described the main headquarters building as
"modest". In 2013 company head Akio Toyoda reported that it had difficulties retaining
foreign employees at the headquarters due to the lack of amenities in the city.
Its Tokyo office is located in Bunkyo, Tokyo. Its Nagoya office is located in Nakamura-
through its Toyota Financial Services division, and also builds robots.
12
Eiji Toyoda (1967–1981)
In 1981, Toyota Motor Co., Ltd. announced plans to merge with its sales entity Toyota
Motor Sales Co., Ltd. Since 1950, the two entities had existed as separate companies as a
prerequisite for reconstruction in postwar Japan. Shoichiro Toyoda presided over Toyota
Motor Sales in preparation for the consummation of the merger that occurred in 1982.
Shoichiro then succeeded his uncle Eiji as the President of the combined organization
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Takeshi Uchiyamada (2013–present)
On June 14, 2013, Toyota Motor Corp. announced the appointment of external board
members; this was a first for the corporation and occurred following approval from
general shareholders at a meeting on the same day. Additionally, Vice Chairman Takeshi
Uchiyamada replaced Fujio Cho as chairman, as the latter became an honorary chairman,
Toyota is publicly traded on the Tokyo, Osaka, Nagoya, Fukuoka, and Sapporo
exchanges under company code TYO: 7203. In addition, Toyota is foreign-listed on the
New York Stock Exchange under NYSE: TM and on the London Stock Exchange under
LSE: TYT. Toyota has been publicly traded in Japan since 1949 and internationally since
1999.
14
Toyota Industries (23.51% – March 31, 2006)
15
Marketing mix of Toyota
Manufactured in 1937, Toyota Motor Corporation is the biggest car manufacturer in the
world and has factories in various countries. Toyota has its headquarters in Japan and is
one of the worlds most profitable and successful car manufacturers. Australia, which has
oldest and smallest car industries, has played a vital role in the development and success
of Toyota. Kiichiro Toyoda incorporated the company as a subsidiary from its father’s
A construction and mining company known as Thiess imported the first set of Toyota
vehicles to Australia in the year 1958. Soon Toyota started selling Landcruiser vehicles.
Australian Motor Industries was launched in Melbourne and manufactured Toyota corona
and corolla cars. These cars were commercially available in 1971, and by 1979 Thiess
Toyota became the commercial leaders. The two companies merged to form Toyota
Toyota has around 51 manufacturing units in 26 nations across the world. Their
innovative hybrid and environmental technology has made it the leader of the automotive
industry. Toyota is trying to develop fuel cell technology, which will be incorporated in
its future vehicles. It has dealerships all around the world and sells an array of vehicles
like SUV’s, cars, hybrids and trucks. Their brand is associated with durability, quality,
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Product in the Marketing mix of Toyota
Toyota provides their customers with both tangible and intangible products ranging from
cars to warranties. A product of high quality is usually self-marketed, and this is what
makes Toyota vehicles so desirable. They have nineteen car models, which are further
17
Toyota also offers vehicle parts such as gears and other parts. As far as the intangible
parts are considered, they offer financial services, warranties, road assistance, car
Customer Interest tops the list of priorities for Toyota, and hence, they have a research
2005, they had invested 22.2 million in their research center. Toyota has put together the
Hybrid product line to deal with the increased prices of gas. The first Hybrid car was
Toyota Prius Hybrid, which can drive up to 48 miles to its gallon. The Hybrid model was
first launched in Japan in 1997, and 2001 worldwide. Camry and Highlander were later
Toyota always keeps its customer first and knows the importance of making its product
available to the target audience. They sell their vehicles through dealerships and sales are
made to costumers by the selling staff on one to one basis. The sales staff in all these
dealerships works together in teams of seven or eight similar to their teams in the
assembly plants. The staff is highly skilled with not only sales but also product
information, data collection, finance insurance and order taking. Toyota focuses on the
‘pull’ strategy and make cars that the customer demands. Apart from this, Toyota has
minimize supplychain costs and keep a reasonable service level along with having high
quality products. They have organized suppliers into different tiers where the first level
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suppliers work in a product development team. The second tier suppliers
make individual parts. This enables cross sharing of the personnel as Toyota sends their
Toyota became the second largest two-carmaker company in the year 2003. Due to their
innovative designs and heavy investments in promotional activities, they have enticed
customers all over the world. They built high quality vehicles and price them moderately.
The selling price of any product is usually determined by the cost price and the profit
taken together. Any increase in the cost of production is directly passed to the customers
in terms of selling price. However, Toyota has a different approach. Even though the
formula is same they use it slightly differently making a huge different. Instead of
calculating the selling price, they calculate the profit. Thus, they go by selling price-cost
price=profit. They believe that it’s the market mechanisms and the consumers who
determine the selling price. They also give utmost attention to waste elimination. The
profit of the company has increased over time due to the high quality and low cost
vehicles.
According to a report in 2007, Toyota unit sold increased heavily to 2,281,000 units
worldwide. They offer vehicles of all price range. The price range of their cars starts from
$18,990 and goes up to $80,000 according to the model, add options and make. They use
low cost and differentiation to have a competitive edge in the automotive industry.
They differentiate their product on the basis on quality, technology and superior design.
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Promotion in the Marketing mix of Toyota
oyota uses different promotional strategies to increase their sales volume. They advertise
Internet, word of mouth and brochures. They use catchy slogan to draw attention to their
brand. It has been ‘Moving Forward’ since 2004; however, they have come with a new
tagline in the US market – “Let’s Go Places”. In 2012, they announced Virat Kohli as
In addition to this they started with acash back offer. These offers are given by the
Toyota corporate to dealer and the consumers revive it as an instant rebate. Such offers
especially attract the non-cash buyers. Some of the promotional schemes also allow the
To promote their new model Yaris they come with a show called “The Block”. By
promoting shows they are able to reach a wider audience. In the show, they try to entice
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OBJECTIVES OF THE STUDY
To Study the factors that influences the buying decision of a Toyota Motors.
To study the role of brand image in the purchasing decision of Toyota Motors.
21
RESEARCH METHODOLOGY
Research Design
A research design is the determination and statement of the general research approach or
strategy adopted for the particular project. It is the heart of the planning. If the design
adheres to the research objectives, it will ensure that the client need will be served.
In order to achieve the objective it was necessary to talk to the customers and public to
draws the conclusions regarding the objective. For collecting the relevant information; a
questionnaire will be design. The questionnaire will design in such a manner to achieve
Descriptive research is also called Statistical Research. The main goal of this type of
research is to describe the data and characteristics about what is being studied. The idea
behind this type of research is to study frequencies, averages, and other statistical
calculations. Although this research is highly accurate, it does not gather the causes
behind a situation. Descriptive research is mainly done when a researcher wants to gain a
better understanding of a topic for example, a frozen ready meals company learns that
there is a growing demand for fresh ready meals but doesn’t know much about the area of
fresh food and so has to carry out research in order to gain a better understanding. It is
quantitative and uses surveys and panels and also the use of probability sampling.
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Descriptive research is the exploration of the existing certain phenomena. The details of
the facts won’t be known. The existing phenomena’s facts are not known to the persons.
DATA COLLECTION
1. Primary Data:
Primary data consists of original information collected for specific purpose. The
primary data for this research study was collected through a direct survey with the
2. Secondary Data:
Secondary data consists of information that already exists somewhere, having been
collected for specific purpose in the study. The secondary data for this study
collected from various books, company websites, and from company brochures.
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LIMITATIONS
1. The study relates only to the Customers of Lucknow, the findings cannot be true
representation of all Customers. The personal bias of respondent has also been a
limitation.
2. Since the respondent's responses were immediate and the time taken for deciding was
less which led to responses with not much thought. Therefore time constraint has also
responses.
Sample Size- Sample size in the research is small pouring in the complexity to find
significant relationships from the data, as statistical tests normally require a larger sample
Longitudinal Effects - The time available to investigate the research problem and to
measure change or stability within a sample is constrained by the due date of this project.
24
DATA ANALYSIS & INTERPRETATION
1. Do you own a car? If yes, then which one?
S NO PRODUCT RESPONDENTS %
1 TOYOTA 60 60
2 HYUNDAI 20 20
3 MARUTI 15 15
4 FORD 5 5
CHART 1
15% 5%
TOYOTA
HYUNDAI
MARUTI
20% 60% FORD
Interpretation:
From above it can be stated that the general satisfaction level of for TOYOTA in
Lucknow is 60%.
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2. What are the sources of awareness?
The customer was enquired about the sources of awareness with regard to TOYOTA.
This will help to know us to which sources is playing a major role in creating awareness
among the customers.
1 T.V 35 35
2 NEWSPAPERS 25 25
3 FRIENDS 12 12
4 DEALERS 28 28
CHART-2
1 T.V 2 NEWSPAPERS
3 FRIENDS 4 DEALERS
DEALERS T.V
28% 35%
FRIENDS
12%
NEWS
PAPERS
25%
Interpretation:
Out of the responses obtained from 100 customers 28% said that they became aware of
the Friends. And through the friends 35% of the customers are aware from the T.V. And
another 25% are aware of by the NEWS PAPERS. And only 12% are aware by the
DEALERS.
26
3. How satisfied are you with the services offered by Toyota ?
The customer was enquired about the level of satisfaction with regard to the TOYOTA.
S NO SATISFACTION RESPONDENTS %
1 EXCELLENT 30 65
2 GOOD 10 20
3 AVERAGE 50 10
4 POOR 10 5
CHART-3
10%
5%
20%
65%
Interpretation:
Out of the responses obtained from 100 customers 65% said that they are EXCELLENT
satisfied and 20% were GOOD and 10% were AVERAGE and 5% were vehicle is poor.
This data is obtained by most of members were satisfied by TOYOTA.
27
4. What are the voluble attributes you normally look while purchasing a four-
wheeler?
S NO ATTRIBUTES RESPONDENTS
1 PERFORMENS 50 50
2 PRICE 10 10
3 DESIGN 30 30
4 OTHERS 10 10
CHART-4
OTHERS DESIGN
10% 30%
1 DESIGN
2 PRICE
PERFORMANCE
50% 3 PERFORMANCE
PRICE 4 OTHERS
10%
Interpretation:
From the above it can be stated that general normally any one while purchasing a four
wheeler most of the members are seeing 50% of members are seeing PERFORMENS and
30% of members are seeing DESIGN And 10% of members are seeing PRICE and 10%
of members are Others.
28
5. Do you suggest your friends to buy Toyota products?
The following table is regarding the customer likeliness in suggesting this showroom to
other friends. This is an indicator of customer satisfaction also.
1 YES 90 90
2 NO 10 10
CHART-5
10%
1 YES
2 NO
90%
Interpretation:
A look at the chart shows that 90% of the members are suggesting and 10% of the
members are not suggesting.
29
6) How you measure the sales executive performance?
The following table shows “sales executive” role in explaining the features of the car to
customer. This helps to know how effective he is in his job let’s seeing the response.
S NO EXPLANATION IN NUMBERS %
1 EXCELLENT 70 70
2 VERY GOOD 25 25
3 POOR 5 5
CHART-6
POOR
5%
VERY GOOD
25% 1 EXCELLENT
2 VERY GOOD
EXCELLENT 3 POOR
70%
Interpretation:
30
7) What are the deliveries terms regarding query?
One of the major factors, which has great role in “CRM”, is the delivery terms with
regard to customer query or grievance.
TIMELY/PROMPTLY 60
SAFELY 30
INCONDITION 8
LATE 2
CHART-7
60
30
8
2
Interpretation:
From the above chart we conclude that most of the customer that is 70% of found the
delivery process is to be “TIMELY” and 25% of delivery process to be “SAFELY” and
5% of delivery process to “INCONDITION”.
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8) What is your opinion about mileage?
S NO OPINION RESPONDENTS %
1 EXCELLENT 50 50
2 GOOD 30 30
3 AVERAGE 15 15
4 POOR 5 5
CHART-8
1 TIMELY 2 SAFELY
3 DELIVERY PROCESS 4 IN CONDITION
15%
5%
20% 60%
Interpretation:
Out of the 100 respondents 50% of them told “EXCELLENT” and 30% of them told
“GOOD” and 15% of them told “AVERAGE” and 5% of them told “POOR”.
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9) IS IT HELPFUL TO ATTRACT CUSTOMER THROUGH “AMBIENCE”?
The other factor, which has much influence on the customer, is the “AMBIENCE” of the
show room. This will help to know how the customer perceives this particular show room
in comparison with the other showroom.
SHOWROOM 55 55
1
2 LIGHTING 25 25
3 APPEAL 10 10
4 OTHERS 10 10
CHART-9
10% 10%
SHOWROOM
LIGHTING
55% APPEAL
OTHERS
25%
Interpretation:
From the above graph we can conclude that out of 100 customers interviewed 55% were
telling that the ambience of showroom is “PLEASANT’ and 25% was telling that the
ambience of lighting “EXCELLENT” and 22% says “APPEAL” is very good.
33
10. Since how many months have you been using Toyota car?
CHART-10
4%
23%
36%
0-6 months
6-12 months
1-2 years
More than 2 years
37%
Interpretation:
From the above table it is seen that 37% of the respondents have been using Toyota
products for past one year. While 36% have been using it for more than 1 year, and a
significant 23% of respondents have been using the service for less than six months. Only
4% of the respondents have been using Toyota products for more than 2 –years.
34
11) Did you receive the product on delivery time?
A Yes 55%
B No 20%
B NO , 20% A Yes
A YES , 55% B No
INTERPRETATION
the following graph shows the number of customers who receive the product on delivery
time is yes by 55 customers and no by 20 customers.
35
12) Are you satisfied with companies after sales
Services?
A Satisfied 90%
100%
90% 90% AFTER SALES SERVICES
80%
70%
60%
50%
Series1
40%
30%
20% 10%
10%
0%
Satisfied Not satisfied
A B
INTERPRETATION
The number of customers who satisfy/not satisfied with the after sales service of the
company from a number of 100 customers is satisfied 90 and 10 not satisfied.
36
13) How do you feel the experience at show room?
A Satisfied 67%
INTERPRETATION
The following graph shows the consumer’s experience at show room the number of
customers who satisfy is 67% and who does not satisfy are 33%.
37
14) Were you offered test drive?
A Yes 90%
B No 10%
A Yes
B No
90%
38
15) Are you satisfied with the usage of the car?
39
FINDINGS
Brand awareness has got a great range of influence on buying behavior. Now-a-
days people are Brand conscious. Products or Services having a good Brand
different areas of a pre plane with bank manager and meeting with customer
people are think that TOYOTA vehicles are for urbane people.
In hatchback cars millage plays a major role on buying behavior. People who are
choosing hatch back car segment are mostly from employees and middle class.
40
RECOMMENDATION
Toyota should adopt the defensive marketing strategy because as being the second
Toyota must at the moment carry out a feasibility study for launching a vehicle in
the domestic market where it has models like the Innova and Camry amongst
others.
Toyota should conduct market survey in Indian market for quails in order to know
Toyota should adopt an offensive marketing strategy for entering in the small car
segment. This market is dominated by Maruti Suzuki and Hyundai in the Indian
Toyota must plan out an ideal marketing producing capacity, because it faces the problem
of over and under capacity in case of upturn and downturn of the market.
41
CONCLUSIONS
CARS among a various customers launching new formulations can make Innova to the
Innova was inferred that most customers of high-income group preferred the supply of
Most of the customers agree that Innova is best quality with reasonable price the attitude
50% of customers towards price of Innova Cars is reasonable But 10% of the customers
Automotive industry today is among that industry that is in the interest of almost every
person of every age. Those who cannot buy a car there are some dreams for their cars in
their heads. As cars to be most attractive products and customers consider it is part of the
family after buying it, the car makers are very sensitive to produce a product that can best
fit customer requirements. There are different strategies taken by different companies for
42
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Books
Prentice Hall, Inc, A Pearson Education Company, Upper Saddle River, New
Jersey ,pp.
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Britannia.aspx
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research/
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http://www.zomato.com/mumbai/brittania-company-restaurant-fort
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http://economictimes.indiatimes.com/britannia-industries-ltd/stocks/companyid-
13934.cms
QUESTIONNAIRE
A) NAME
B) ADDRESS
C) CONTACT NUMBER
D) INCOME GROUP
o YES
o NO
T.V
NEWSPAPERS
FRIENDS
DEALERS
3. HOW SATISFIED ARE YOU WITH THE SERVICES OFFERED BY
TOYOTA?
EXCELLENT
GOOD
AVERAGE
POOR
PERFORMENS
PRICE
DESIGN
OTHER
No
VERY GOOD
POOR
7. WHAT ARE THE DELIVERIES TERMS REGARDING QUERY?
TIMELY/PROMPTLY
SAFELY
INCONDITION
GOOD
AVERAGE
POOR
LIGHTING
APPEAL
OTHERS
10. SINCE HOW MANY MONTHS HAVE YOU BEEN USING TOYOTA CAR?
0-6 MONTHS
6-12 MONTHS
1-2 YEARS
a) Yes b) No
a) Yes b) No