This report gives a detailed analysis of Toyota's digital marketing strategy in India

1. TOYOTA INDIA 1
DIGITAL MARKETING OF TOYOTA INDIA
By ADARSH NJ, 19DM015, PGDM-A
BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY
Submitted to PROF. KRISHNA AKLAMKAM
Author Note
This Report studies the digital marketing practices done by Toyota India through their website
www.toyotabharat.com

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TABLE OF CONTENTS
S.NO. CONTENTS PAGE NO.
1. Introduction 3
2. Toyota India’s Digital Presence 3
3. Website Analysis Based on Similar Web 4
4. Website Analysis Based on Website Grader 5
5. Social Media Presence 8
6. Analysis and Recommendation 9
7. References 10
8. Figures 11

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INTRODUCTION
Toyota is a world-renowned cars manufacturer also known as Toyota Motor Corporation
is originated from Japan. In India, Toyota is a joint venture partly owned by Kirloskar Group
when it entered into the Indian market back in 1997 and hence it is known as Toyota Kirloskar
Motor Pvt Ltd. It is headquartered in Bangalore in the state of Karnataka. Right now, Toyota is
fourth largest cars manufacturer in India after Maruti Suzuki, Hyundai and Mahindra.
The various products i.e. the models of cars offered by Toyota in India currently are
Etios, Etios Liva, Etios Cross, Fortuner, Glanza, Yaris, Innova Turing Sport, Innova Crysta,
Corolla Altis and Camry Hybrid. Individual digital marketing practices for each of the models
are being adopted by the company in various platforms such as websites, social media such as
Facebook, Twitter
TOYOTA INDIA’S DIGITAL PRESENCE
The official website of Toyota in India, which is www.toyotabharat.com (Figure 1 & 2)
includes all the content and features that one might need for knowing about the company, their
range of product and services, press release details etc. Some other features of the website
include Dealer locater, test drive booking, buy now option, brochure, car exchange option etc.
The analysis of the company’s digital presence is mainly done via two sources, i.e.
Similar Web and Website Grader. The analysis is as follows:

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WEBSITE ANALYSIS BASED ON SIMILAR WEB
TRAFFIC:
The website is currently ranked 1,79,240 Globally, 11,608 in India and 821 in the
Category of Automobile Industry (Figure 3). The average monthly visits to the website are
around 2,40,000 and the average visit duration is 3 minutes per visitor. And since it is a website
for Indian customers, 80% of the visitors are from India.
REFERRALS:
The referrals strategy is kept at a minimum by the company as the data shows a referrals
percentage of only 1.74% of the total visitors. The top referring sites are all owned by Toyota
only which signifies that they are not making much use of other private websites to promote their
site. (Figure 4)
SEARCHES:
It is also found that the majority of the visits to the website i.e. 89% is from searches on
various search engines (Figure 5). The top organic search keywords include, Toyota, Toyota
India, Toyota [car model names].
SOCIAL NETWORK:
The traffic from the social network is 0.74% of the overall traffic. The top two social
network that is being used to get traffic are YouTube and Facebook (Figure 6). The low percent
of social network traffic implies that Toyota needs to focus more of Social Media marketing.

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AUDIENCE INTERESTS
The categories of interest for the Audience includes Vehicles, Automotive industry,
Computers, Electronics and Technology, News and Media, Banking Credit and Lending
respectively from top to bottom. (Figure 7)
WEBSITE ANALYSIS BASED ON WEBSITE GRADER
The website is overall graded 89 out of 100 based on Performance (19/30), Mobility
(30/30), Search Engine Optimization (30/30) and Security (10/10) which is pretty good as far as
websites are concerned.
PERFORMANCE
Performance is an important part of any website as it helps in boosting the traffic of the
website, improve conversion rates, generates more leads and increase revenue. (Figure 9)
 Page Size – The page size is found to be very less which creates very little load.
The size is around 1 mb which makes the loading and downloading speed of
visitors to be high.
 Page Requests – The page request was found to be in the average side. With
around 48-page requests, it appears to be a room for improvement. The higher
page requests relate to slower processing speed. Combining files will help in
minimizing the number of requests made.

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 Page Speed – The page loading speed was also found to be on the average side.
The most ideal loading speed is said to be 3 seconds whereas, Toyota India’s site
was found to be loaded in around 5.1 seconds.
 Browser Caching – Browser caching is found to be very good in Toyota’s website
i.e. Frequently used content is effectively found out by the website and stored in
user’s browser memory creating a faster page loading speed.
 Page Redirects – Page redirects were found to be none. The loading cycle taken
for opening any particular page was found to be non-existent, hence it has higher
loading speed.
 Compression – The java script and CSS are found to be properly compressed
which makes the website run smoothly.
 Render Blocking – Render blocking is found to be minimal in the website. The
reason behind this is that the JavaScript or CSS interferes with the loading of the
content.
MOBILE
The overall traffic from mobile phone users are steadily increasing. This makes the
mobile website good. Optimization on the website is done with time in order to not miss out
valuable leads, traffic and revenue.
 Responsiveness – The design of the mobile website is found to be very
responsive and hence creating a higher rank in searches from mobile devices.

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 Viewport – The viewport, that is the feature that helps in supporting the
website to be viewed on different devices based on the width and scale of the
site.
SEARCH ENGINE OPTIMIZATION (SEO)
SEO makes the website more easily discoverable. The SEO should be on point in
websites such as Toyota since they are competing with other major league players. The SEO is
perfected by providing better page title, page description, meta description etc making it easy for
the search bots to locate the website whenever a visitor search for it.
 Page Titles – The page title is found to be less that 70 characters hence making is
good.
 Meta Description – The meta description is found be lesser than 300 characters in
length and should be relevant to the page which was found to be good.
 Headings – The heading tag was found to be distinguished from the main page
content.
 Sitemap – The sitemap of the site was found to be good hence helping visitors
easily navigate around the website.
SECURITY
The Toyota website was found to be having an SSL Certificate which makes it very
immune against attacks and ultimately make it a trustworthy site. This can even give the
users a certain confidence in using the site.

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SOCIAL MEDIA PRESENCE
1. FACEBOOK
The Facebook page of Toyota India (Figure 10) is performing above average considering
the competitors page. The average posts per day is 1.07 while the industry average is
0.92, engagement rate per post is 0.018% while the industry average is 0.014% and posts
with hashtags is 96.9% while the industry average is 77.9%. Finally, the top hour of the
day when they post is at 12 PM IST.
2. TWITTER
Similar to Facebook, Toyota India’s Twitter page (Figure 11) is also being maintained in
a good way and is standing above average comparing similar pages of the industry. The
average posts per day is 1.03 while the industry average is 0.78, engagement rate per post
is 0.013% while the industry average is 0.015% and posts with hashtags is 100% while
the industry average is 83%. Finally, the top hour of the day when they post is at 10 PM
IST.
It is clearly seen from the data shown above that Toyota India is performing very well in
the social media aspect and it can be inferred that a good number of customers can be served
with the help of Social media.

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ANALYSIS & RECOMMENDATION
Some of the analysis and suggestions that I gathered from the research are as follows:
1. Page Requests – It was found that lot of files were needed to be combined together in
order to minimize the number of HTTP requests of the website. Lot of scattered files will
increase the page request amounts which in turn will decrease the page speed. Currently,
the page request amount was found to be around 48, which is in the average side and it
can be notched down if the files are combined.
2. Page Speed – The page speed was found to be on the average side that is 5.1 seconds. It
can be improved to be in the good side by reducing the page load. The primary reason for
the lower speed is due to the number of page requests. Along with that, the speed can be
optimized by upgrading their server, compressing videos, images and using less widgets
where ever possible. Other than that, the page size was found to be optimal and there
doesn’t seem to be an improvement needed in that aspect. The page speed can be
improved up to 3 seconds since that is said to be ideal loading speed.
3. Render Blocking – The CSS and JavaScript was found to be interfering with the loading
of the content which in turn will create render blocking and will cause the render speed to
be decreased. The primary reason for this is improper allocation or improper code in CSS
and JavaScript. By doing a proper scanning of the code with the help of a team of
professional coders will help in removing or deferring any CSS or JavaScript that
interferes with the loading.

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REFERENCES
 Analyzing websites. SimilarWeb.com.
www.similarweb.com/website/toyotabharat.com
 Analyzing websites. WebsiteGrader.com.
www.website.grader.com/results/www.toyotabharat.com
 Analyzing websites, RivalIQ.com
https://app.rivaliq.com/posts/twitter
 Analyzing websites, Alexa.com
https://www.alexa.com/siteinfo/toyotabharat.com
 Cui, M., & Hu, S. (2011). Search Engine Optimization Research for Website Promotion.
2011 International Conference of Information Technology, Computer Engineering and
Management Sciences. doi:10.1109/icm.2011.308
 Leeflang, P. S. H., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and
solutions for marketing in a digital era. European Management Journal, 32(1), 1–
12. doi:10.1016/j.emj.2013.12.001

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FIGURES
Figure 1. Toyota India’s Desktop Website Homepage
Figure 2. Toyota India’s Mobile Website Homepage

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Figure 3. Total website visits and traffic by country data.

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Figure 4. Referrals for Toyota India Website
Figure 5. Top Keywords used by visitors in Search Engines.

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Figure 6. Traffic of Toyota India’s website from Social Network.
Figure 7. Interests of audience from Highest to Lowest.
Figure 8. Competitors and Similar websites

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Figure 9. Performance details of Toyota India Website
Figure 11. Toyota India’s Facebook Page

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Figure 12. Toyota India’s Twitter Page