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  1. 1. SUBMITTED BY,<br />Pinaky tarafder (<br />In partial fulfillment of requirements for award of the degree of Post-Graduation Diploma In Management (PGDM), 2010-2012…………………….<br />UNDER THE GUIDANCE OF Mrs. SNIDGHAMAYAE CHOUDHARY<br /> CERTIFICATE BY GUIDE<br />This is to certify that the report entitled:<br />“BRAND POSITIONING OF HORLICKS IN THE MIND OF THE PEOPLE”<br />Submitted by Pinaky Tarafder. Bharatiya Vidya Bhavan, Bhubneswar Kendra, Orissa towards partial fulfillment of the requirement for the award of the degree of Post Graduate Diploma in Management (PGDM) is a bona fide record of the work carried out by his under my supervision and guidance.<br />Name: Mrs. Snidghamayae Choudhary (FACULTY)<br />Place: Bhubaneswar<br />Date:<br />CERTIFICATE OF APPROVAL<br />This is to certify that the report entitled:<br />“BRAND POSITIONING OF HORLICKS IN THE MIND OF THE PEOPLE”<br />Submitted by Pinaky Tarafder. Bharatiya Vidya Bhavan,Bhubneswar Kendra, Orissa towards partial fulfillment of the requirement for the award of the degree of Post Graduate Diploma in Management (PGDM) is a bona fide record of the work carried out by his under my supervision and guidance.<br />Vice Principal Director(Academics)<br />Acknowledgement<br />It is with deep sense of gratitude that I express my sincere indebtedness to Mrs Snidghamayae Choudhary (Faculty) Bharatiya Vidya Bhavan, Bhubaneswar under whose guidance, supervision and encouragement the present study was undertaken and completed. His sympathetic, accommodating and constructive nature remained a constant source of inspiration for me throughout the duration of this project.<br />Thanking You,<br />PINAKY TARAFDER<br />CONTENTS<br />INTRODUCTION<br /> PARENT COMPANYTOYOTA MOTOR CORPORATION, JAPANHOW IT STARTED    INDIAN ARMTOYOTA KIRLOSKAR MOTOR PRIVATE LIMITEDEmpowering employees.... to achieve perfectionPursuing the greater good RecognitionCorporate social responsibilities  MODE OF OPERATIONTKMs VisionTKMs Mission<br />OBJECTIVE<br />LIMITATION<br />RESEARCH METHODOLOGY<br />PRODUCTTOYOTA COROLLA - WORLD’S NO.1 BESTSELLERPRODUCT LINE OF TOYOTA COROLLADISTRIBUTION NETWORKTRAINING OF THE DEALERSMOTIVATING THE DEALERSEVALUATION OF DEALERS  PROMOTIONAL STRATEGIESAdvertisingSales PromotionPublic RelationsPersonal SellingDirect Marketing  PRICINGPRICE LISTPRICE COMPARISONTARGET CUSTOMERTARGET SEGMENTMARKET POSITIONINGUSPMARKET SURVEY REPORTLIBERALIZATION IMPACTMARKET PLANINDUSTRY TRENDPRESENT TRENDPLCBCG MATRIX<br />SWOT ANALYSISOPPORTUNITY ANALYSISSUGGESTIONSREFERENCES<br />OBJECTIVES OF THE ANALYSIS<br />PRIMARY OBJECTIVEBEST SELLING CAR OF TOYOTASECONDARY OBJECTIVESMOST PREFFERED BRAND OF CARSWHAT PEOPLE LOOK FOR,WHEN THEY BUY A CARCURRENT STANDING OF INDIAN AUTOMOBILE COMPANIESCHANGES PREFERRED IN THE AUTOMOBILE USING<br />LIMITATIONS:<br /><ul><li>1. Time constraints
  2. 2. 2. To fix appointment with the Respondents.
  3. 3. 3. Huge customer base</li></ul>RESEARCH METHODOLOGY<br /><ul><li>SAMPLE DESIGNATION: Best selling car of Toyota.
  4. 4. SAMPLE SELECTION: Customer Base.
  5. 5. DATA TYPE: Primary and Secondary Data Collected.
  6. 6. SAMPLE SIZE: 1432.
  7. 7. SOURCES: Automobile Owners
  8. 8. LOCATION OF THE SURVEY: Sikkim, Asansol, Kolkata and its surroundings.</li></ul>INTRODUCTION<br />PARENT COMPANY<br />TOYOTA MOTOR CORPORATION, JAPAN<br />The Toyota Motor Co. Ltd was first established in 1937 as a spin-off from Toyoda Automatic Loom Works, one of the world's leading manufacturers of weaving machinery. The Toyoda Automatic Loom Works was then headed by Japan's "King of Inventors" Sakichi Toyoda. The patent rights to one of his machines had been sold to Platt Brothers (UK) and provided the seed-money for the development and test-building of Toyota's first automobiles. August 1997 marked the 60th anniversary of TMC. The fledgling company founded by Kiichiro Toyoda, Sakichi's son, has since blossomed into the leader that it is today. In 1950 the company experienced its one and only strike. Labor and management emerged from this stoppage firmly committed to the principles of mutual trust and dependence, and that corporate philosophy still guides growth today. Production systems were improved in the late 1950s, culminating in the establishment of the 'Toyota Production System.' It became known as TPS in 1970 but was established much earlier by Taiichi Ohno. Based on the principles of Jidoka, Just-in-time and Kaizen, the system is a major factor in the reduction of inventories and defects in the plants of Toyota and its suppliers, and it underpins all our operations across the World. Toyota launched its first small car (SA Model) in 1947. Production of vehicles outside Japan began in 1959 at a small plant in Brazil, and continued with a growing network of overseas plants. Toyota believes in localizing its operations to provide customers with the products they need where they need them; this philosophy builds mutually beneficial long-term relationships with local suppliers and helps the company fulfill its commitments to local labor. Over and above manufacturing, Toyota also has a global network of design and 'Research and Development' facilities, embracing the three major car markets of Japan, North America and Europe.<br />In every community in which the company operates, Toyota strives to be a responsible corporate citizen; close relationships with people and organizations in the local community are essential contributors to mutual prosperity. Across the world, Toyota participates enthusiastically in community activities ranging from the sponsorship of educational and cultural programmes to international exchange and research. Today, Toyota is the world's third largest manufacturer of automobiles in unit sales and in net sales. It is by far the largest Japanese automotive manufacturer, producing more than 5.5 million vehicles per year, equivalent to one every six seconds.<br />HOW IT STARTED<br />1918: Sakichi Toyoda establishes Toyota spinning and weaving<br /> Co. ltd.<br />1926: Toyoda Automatic loom works ltd. Established.<br />1936: Production of model AA passenger cars begins.<br />1937: Toyota motor co. ltd. Established.<br />1962: Toyota motor co. Thailand established.<br />1964: Toyota Canada established.<br />1965: Toyota ltd. Established in United Kingdom.<br />1971: Toyota Deutschland established in Germany.<br />1972: Toyota manufacturing Australia ltd. Begins operation in<br /> Australia.<br />1984: NUMMI begins operation in the US.<br />1992: Toyota motor manufacturing (UK) ltd. Begins operation.<br />1996: Toyota motor manufacturing North America established.<br />1997: Toyota Kirloskar Motor Pvt. Ltd. (TKM) established in<br /> India.<br />2000: Launched Toyota quails in India.<br />2002: Toyota Camry launched in India.<br />2003: TKM launches Toyota Corolla in India.<br />INDIAN ARM<br />TOYOTA KIRLOSKAR MOTOR PRIVATE LIMITED<br />As a joint venture between Kirloskar Group and Toyota Motor Corporation, Toyota Kirloskar Motor Private Limited (TKM) 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 through ancillary industries. TKM's growth since inception can be attributed to one simple, yet important aspect of its business philosophy - "Putting Customer First".While managing growth, TKM has maintained its commitment to provide quality products at a reasonable price and has made every effort to meet changes in customer needs. TKM firmly believes that the success of this venture depends on providing high quality products and services to all valued customers through the efforts of its team members. TKM, along with its dedicated dealers and suppliers, has adopted the "Growing Together" philosophy of its parent company TMC to create long-term business growth. In this way, TKM aims to further contribute to progress in the Indian automotive industry, realize greater employement opportunities for local citizens, improve the quality of life of the team members and promote robust economic activity in India.<br />Empowering employees.... to achieve perfection<br />TKM firmly believes that employees are the main source of strength for the organisation. The human resources management in Toyota seeks to create a corporate culture where values such as "Continuous Improvement" and "Respect for People" are fully reflected in all actual corporate and individual activities. The company takes maximum care to ensure stability of employment and strives to improve working conditions. To develop human resources and improve the technical skills of its employees, TKM's young team members are regularly sent to Japan, Indonesia and Taiwan for training programs. More than 400 team members have benefited from such programs at various Toyota plants worldwide. TKM also believes in continuously improving its products and practices. Every team member is encouraged to give suggestions to improve the product, efficiency of processes or working conditions. They are also appropriately rewarded for the same. Thus TKM seeks to progress by empowering its employees.<br />Pursuing the greater good Recognition<br />At TKM, they look to continuously improve not only products but also processes and service. Their obsession with perfection has been recognized by various institutions such as JD Power and NFO, as well as automotive publications like Overdrive, as the reason for the success of Toyota products in India and across the globe.<br />Corporate social responsibilities<br />At TKM, every effort is made to contribute to society. A residential school at Bidadi, reconstructed by Toyota, now houses 75 students, mainly belonging to backward communities. In the aftermath of the tragic earthquake in Gujarat, TKM and its dealers played a major role in distributing food, clothing and relief in remote affected area. TKM also takes a lead role in contributing to the community, distributing books and bags in local school etc.<br />MODE OF OPERATION<br />Date of Establishment October 6, 1997<br />Chairman Mr. Akira Okabe<br />Vice Chairman Mr. Vikram S.Kirloskar<br />Managing Director Mr. A. Toyoshima<br />Deputy MD's Mr. K. K. Swamy<br /> Mr. Masatoshi Seki<br />Paid-In Capital Rs. 7 billion<br />Shareholders Toyota Motor Corporation<br /> (89% equity)<br /> Kirloskar Group<br /> (11% equity)<br />Toyota Kirloskar Motors is 100% privately owned company by Toyota Motor Corporation and Kirloskar group holding 89% and 11% equity shares respectively. Toyota Kirloskar Motors is not listed in either BSE or NSE as it does<br />not have any public holdings.<br />TKMs Vision<br />1. Contribute to Indian industry and economy through technology transfer, human resource development and vehicles that meet global standards at competitive price.<br />2. Contribute to the well-being and stability of team members.<br />Contribute to the overall growth for our business associates and the<br />automobile industry.<br />TKMs Mission<br />“mission is to design, manufacture and market automobiles in India and overseas while maintaining the high quality that meets global Toyota quality standards, to offer superior value and excellent after-sales service. We are dedicated to providing the highest possible level of value to customers, team members, communities and investors in India.”<br />PRODUCT<br />TOYOTA COROLLA - WORLD’S NO.1 BESTSELLER<br />The Toyota Corolla is the best selling car in the world (counting all years). It offers peppy acceleration, agile handling, excellent fuel economy, and a smooth, comfortable ride. For most people,Corolla is about as good as it needs to get.<br />As an added bonus, the Corolla often tops J.D. Power's reliability ratings for small cars - beating the Civic, Focus, and Neon by a pretty good margin.Meanwhile, the Corolla tends to best all small cars in Consumer Reports' surveys. Last time we looked (in 2001), the Honda Civic was down there...below average...below the Neon... why do people buy Civics when the Corolla has a better standard engine,nicer and quieter ride, and uncontestable quality? In India, Toyota Corolla falls in the Premium Midsize Car Segment popularly known as the C++ Segment.<br />A corolla is the outer envelope or crowning portion of a flower. (The<br />new Scion line is named after another flower term.)<br />PRODUCT LINE OF TOYOTA COROLLA<br />1966 The first generation Corolla blossomed way back in 1966 in Japan as a Toyota dream to produce a people's car. This rear wheel drive Toyota Corolla was an instant hit an outstanding compact car that coupled striking appeal with the highest standards of performance. <br />1st Generation COROLLA<br />1970 Four years later, in 1970 a new Toyota Corolla emerged, bringing with it a larger 1.2 litre engine. This second generation Corolla actually<br />became the second best selling import car in 1970.<br />2nd Generation COROLLA<br />1974 The year 1974 saw the third generation Toyota Corolla, a masterpiece of engine- eering that grew on to become the best-selling vehicle in the world between 1974 and 1977.<br />3rd Generation COROLLA<br />1979 Never content with success, the Toyota dream surged on, and 1979 saw the advent of the fourth generation Toyota Corolla, still with a rear wheel drive.<br />4th Generation COROLLA<br />1984 It was the year that saw significant changes in the Toyota Corolla. This fifth generation Corolla came with a front wheel drive, and acoupe version - the GT-S, with a 16-valve engine.<br />5th Generation COROLLA<br />1988 Through the years the Toyota Corolla grew in terms of likeability and performance, and 1988 saw the arrival of the sixth generation Toyota Corolla.<br />7th Generation COROLLA<br />1998 It was a landmark year for the Toyota Corolla.It saw the arrival of the eighth generation Corolla that carried the awesome 1.8 litre engine under its hood. And what you see before you is the culmination of advanced styling, advanced comfort and advanced performance - the ninth generation Toyota Corolla.<br />8th Generation COROLLA<br />2003 In its soul the Toyota Corolla carries a destiny to stand for everything that represents perfection in the compact sedan category. A destiny that's reflected in the 3 Crore Corollas manufactured in over 150 countries across 14 factories, making it the world's highest selling car.<br />9th Generation COROLLA<br />The Toyota Corolla, presently manufactured in India, is the 9th generation state-of-art bestselling sedan in the world. A few interesting facts from its history read as follows:<br />1. The Corolla was born in 1966 in Japan as a rear wheel drive compact car.<br />2. By 1969, it became the bestselling car in Japan, a position it has held for most of the past four decades.<br />3. It established itself as a world best seller between 1974 and 1977.<br />4. In March 1983, the Corolla led a historic achievement of 10 million units production within a record period of 16 years since its launch.<br />5. In 1984, the Corolla was re-introduced as a front-wheel drive with spacious interiors.<br />6. The year 1998 saw the introduction of the powerful 1.8L engine in the Corolla.<br />7. The 9th generation Corolla has set a benchmark in styling, comfort and performance in the automobile industry. The latest design was a result of intense competition between Toyota design centres in Toyota City, Tokyo, Europe and the United States. This was a reinforcement of Toyota's commitment to provide the customer a truly global vehicle.<br />8. Today the Corolla is present in 142 countries across the world, and is manufactured in 13 countries other than Japan.<br />DISTRIBUTION NETWORK<br />TKM has a total strength of 52 Dealers across 38 Cities.<br />The Marketing Distribution Channel of Toyota Kirloskar<br />Motor India, the Manufacturer of Corolla, is a Single<br />Level Channel depicted as under:<br />TRAINING OF THE DEALERS<br />The interface between the consumers and the company are the Dealers. As they act as a window for the company, the company provides extensive training to its Dealers for marketing and selling its products. The training programs are very extensively designed to meet the specific needs of the dealer and the area which that particular dealer caters to.<br /> <br />MOTIVATING THE DEALERS<br />The company views the dealers in the same way as its customers or end users. It very keenly understands the Dealers’ specific needs and problems. It provides the dealers with all kind of possible support it can. It also provides marketing and sales promotion assistance to its dealers which acts as a motivator for the dealers. The dealerships have to meet pre-defined standards for Cleanliness, Appearance and Service.<br />EVALUATION OF DEALERS<br />The company periodically evaluates its dealers’ performance against certain specified standards like<br />1. Sales 2.Inventory levels 3.Customer Delivery time 4.Customer Satisfaction Index.<br />Time to time, Dealerships’ Surveys are conducted by company officials and then rankings are given to the dealers.<br />“The dealers having high ranking are given incentives. The underperformers are provided with customized counseling, training and motivation.”<br />PROMOTIONAL STRATEGIES<br />The Promotion for Toyota Corolla consists of a blend of activities making its Promotion Mix. Its Promotion Mix consists of almost all the possible techniques of Promotion used for any other product. Some of the major elements of Promotion Mix of Toyota Corolla are listed as under:<br />Advertising<br />Brochure<br />Posters/Leaflets<br />Print Advertisements<br />TV Commercials<br />Bill Boards<br />Display Signs<br />POP Displays<br />Symbol/Logo<br />Sales Promotion<br />Fairs and trade Shows<br />Public Relations<br />Annual Reports<br />Seminars<br />Charitable Donations<br />Community Relation<br />Personal Selling<br />Individual Sales<br />Corporate Sales<br />Sales Presentations<br />Fair and trade Shows<br />Direct Marketing<br />Catalogs<br />Mailings<br />Telemarketing<br />Advertising<br />It uses many different techniques of Advertisement as a part of its Advertising Strategy.<br />Most of the Print Ads of Toyota Corolla are individually targeted at one of these factors such as Comfort, Performance, Styling, Power, Leg Room, Design, Driving Pleasure. One most common feature of almost all the Ads is that in every Advertisement, the fact that it is the World’s Largest Selling Car and its presence across 160 countries is present. This is done to because the company wants to differentiate the product in terms of its Reliability that it is an entrusted brand of 30 Million people across the globe. The fact that it is present in 160 countries proves that it is a Global Car.<br />There are 6 TV Commercials of this Car in India. The Commercials show that this Car is targeted mainly at the Indian youth and young Executive. It has been positioned as a little sportier, which is the main reason that it is for young people and is also like by them too. <br />The Brochures, Posters/Leaflets are such designed that shows that Corolla is a car for people who demand Performance, Style, Power and Sheer Driving Pleasure. The car being a perfect combination of these factors makes it a huge success across its segment.<br />The Other Sources of Advertisement include Bill Boards, Display Signs, POP, Displays, Symbol/Logo. The company does the Advertising of Corolla by displaying Bill Boards and Display Signs at various target places where it feels that prospective buyer will come across it. At the showroom also, there are huge amount of Point Of Purchase Displays and also Symbols/Logo which add to it.<br />Sales Promotion<br />One of the major sources of Sales Promotion is Trade Fairs like AUTO EXPO, MOTOR SHOW etc. The company used to take part in these types of fairs and used it for its Sales Promotion. But now the trend is shifting because the company thinks that if they want to launch a product on a National Level, then there is no need for such kind of shows as now there are various other powerful sources of media available to them. Moreover the cost spent on these kind of fairs was not justified. So therefore the company is now keeping away from fairs.<br />Some other Sales Promotion technique used by the company is the Festival Season Offers it introduces in the market at the time of Diwali, New Year, Christmas, Navratri etc to boost short term sales.<br />Public Relations and Community Building Exercise<br />· Contribution to Tsunami<br />· Toyota Kirloskar Motor wins Best Ornamental Garden award for its landscape<br />· Toyota Kirloskar signs MoU with Bangalore University for promotion of Japanese Language<br />· Toyota observes earth day by supporting local schools<br />· Organizing Drawing/Painting Competition on ‘Me and my Environment’ for kids from Govt. Schools.<br />Personal Selling<br />Personal Selling largely takes place at the Dealers’ End. The way the customer is attended depends mainly on the Dealer as he acts as an interface between the company and the Consumer. The various cases in which Personal Selling takes place is Individual Sales, Corporate Sales, Sales Presentations, Fair and trade Shows. Mostly in case of Individual Sales the Customer goes to the showroom and takes a look at the product. There he is attended to by the Sales Personnel of the Dealership. Sometimes the Senior Sales Executive has to make Sales Presentation to Corporate Buyers. Personal Selling is also practiced at Trade Fairs and Auto Shows wherein the Company appointed Sales Personnel attend prospective customers and also book their orders.<br />Direct Marketing<br />In the case of Direct Marketing the Company Officials directly contact the Prospective buyers with the information available through various sources. For example in case of Road Shows, Trade Fairs, Auto shows etc. Sometimes the existing customers also provide references of prospective buyers such as their friends or relatives.<br />PRICING<br />There’s a new segment emerging in the Indian market. It’s so new that we haven’t thought of a name for it yet. Call it the premium midsize or the compact luxury class, it’s the hot new niche that sits bang in between the Honda City-Baleno-Lancer gang and the upper crust Accords, Camrys and Mondeos. Not long ago, it was just the Skoda Laura which ruled this Rs 10 lakh roost; then came the Corolla, which knocked the Laura off its perch with an aggressive price and<br />a badge that works wonders anywhere in the world. <br />GM India has jumped into the fray with its newly launched Chevrolet Optra. It knows that however good the Optra may be, the only way to combat the Toyota badge is by winning the metal-for-money fight. The Optra undercuts both the Corolla and Laura by a substantial margin, but does your money go as far in this Korean-built car? Does the Corolla’s Toyota badge come with tangible benefits that helps justify its higher price? Or is the Czech-built Octavia the most substantial car of this lot?<br />Lets see what the prices of these cars have to say:<br />PRICE COMPARISON<br />CHEVROLET OPTRA<br />List Price : Rs 10.2-13.1 lakh<br />Top Speed : 191 kph<br />0-100kph : 11.11 sec<br />Kpl : 9.6 (overall)<br />For Interiors, comfort, value for money<br />Against Unexciting to drive <br />TOYOTA COROLLA<br />List Price : Rs 10.9-13.0 lakh<br />Top Speed : 195 kph<br />0-100kph : 9.07 sec<br />Kpl : 12.5 (overall)<br />For Performance, comfort, fuel efficiency<br />Against Suspension, feels built to a price<br />SKODA LAURA<br />List price : Rs 12.3-14.9 lakh<br />Top Speed : 185 kph<br />0-100kph : 11.96 sec<br />Kpl : 8.9 (overall)<br />For Solid build, ride comfort, huge boot<br />Against Lacks luxury feel, cramped rear seats<br />PRICE LIST FOR TOYOTA CORLLA<br />Sl. No. Grade Model Ex- Showroom Price Rs.<br />1 H1 1.8J 988,570<br />2 H1 Metallic 1.8J 993,570<br />3 H2 1.8E 1,084,480<br />4 H2 Metallic 1.8E 1,089,480<br />5 H3 1.8G 1,146,860<br />6 H3 Metallic 1.8G 1,151,860<br />7 H4 1.8G 1,210,170<br />8 H4 Metallic 1.8G 1,215,170<br />9 H5 1.8E 1,148,010<br />10 H5 Metallic 1.8E 1,153,010<br />11 H6 Limited Edition 1.8E 1,129,700<br />12 H6 Metallic 1.8E 1,134,700<br />13 HE 1.8J 892,100<br />14 HE Metallic 1.8J 897,110<br />TARGET CUSTOMER<br />Corolla Owners’ Profile<br />· Age : 25-45<br />· Occupation : Business Class or High Level Service Executives<br />· Social Class : These people (Lower Upper to Higher Upper Class) generally have an existing C segment car before they purchase Corolla.<br />· Areas : Urban/ Sub Urban, major Cities/Towns<br />· Income Level: More than Rs. 2 lacs p.m.<br />TARGET SEGMENT<br />The Corolla should be targeted at the Youth Market. It is a car for people who like to drive the car themselves. Corolla gives overall driving pleasure to the owner. It is for those people who are young and trendy. It should be positioned as a little sporty car for trendy people. People having an Average Monthly Income of 2 lacs and aged between 25-45 years form the target market. These people already have 2 or more cars in their family and this is generally their upgrade. These people are modern in their outlook and live in urban and sub urban cities/towns.<br />MARKET POSITIONING<br />The car is to be positioned as a Global Car, which has been there for so many years and is a huge success worldwide. It should be positioned as a Sporty Car, which can be used for Office as well as family use. Its quality can be defined by the seal of Toyota, which is the World’s Third Largest Automaker.<br />USP<br />LOW FUEL CONSUMPTION<br />Toyota corolla is worldwide known for its better fuel efficiency.<br />COMPANYMODELMILEAGETOYOTACOROLLA2.5kplCHEVROLETOPTRA9.6kplSKODALAURA8.9kpl<br />Figures above show that Toyota corolla’s performance is better on<br />the mileage scale than its competitors.<br />MARKET SURVEY REPORT<br />A Market survey was conducted on Toyota Corolla. The objective of the survey was to find out the Consumer Tastes and Preferences, Consumption Pattern and changes in Lifestyle Dimension after and before the purchase of Corolla.<br />The survey shows the following results:<br />THE MOST PREFFERED BRAND OF CARS<br />PEOPLE’S DREAM CAR<br />MOST PREFERED BRAND IN INDIA<br />LIKES ABOUT THE BRAND<br />BEST AUTOMOBILE IN TOYOTA<br />FACTORS TO CONSIDER<br />DIFFERENCE FROM OTHERS<br />SATISFACTION<br />SATISFACTION LEVEL WITH COROLLA<br />CHANGES PREFERED<br />HELPFULNESS AND TRUTHFULNESS OF PROMOTIONAL ACTIVITIES<br />CONSUMER AWARENESS THROUGH DIFFERENT MEDIA<br />THE OVERALL PICTURE<br />ModelOverallMarket ShareA4/C++SegmentShareToyotaCorolla1.2%34.1%ChevroletOptra1.1%23.6%SkodaLaura0.8%22.6%HondaCivic0.6%19.7%<br />LIBERALIZATION IMPACT<br />The Government of India started the economic liberalization policy in 1991. Major benefit of the liberalization era has been the shift in the pattern of exports from traditional items like clothes, tea and spices to automobiles, steel, IT etc.<br />2003 - Under the Govt.'s new National Industrial Policy, the license raj was dispensed with, and the automobile industries were allowed to expand freely.<br />2006 – TKM invested nearly Rs.1500 crores in its plant at Bidadi, employing over 2,400 people. The plant started production in December 2008 and has a capacity of producing 60,000 units annually. TKM sold nearly 72,820 vehicles in FY 2010-11 increasing its sales revenue. Toyota switched to Indian market because of its young crowd. As company is targeting this segment with its product like Corolla and Camry. Toyota is a successful brand in India as its all products are market leaders in their respective segments.<br />MARKET PLAN<br />INDUSTRY TREND<br />India’s 25% growth in passenger vehicles in calendar ’10 puts it right on top of the world auto growth heap. Outstripping China’s estimated 15% growth in ‘10; India’s 1,044,597-unit tally makes it the fastest growing volume market for passenger vehicles. While the saturated developed markets of the US, Europe and Japan continue to remain flat, auto analysts say India’s chances of staying ahead of the pack in the new year are bright, given that China’s government mandated interest curbs will likely dampen demand there. The trends were visible in the first six months of calendar ’10. According to the OICA study on car production, India’s 32% growth was second only to China’s 39% increase among volume markets.<br />PRESENT TREND<br />December wholesales were fair considering the usual deferment of sales to the new financial year and because of several plants shut downs for maintenance. At this rate the annual domestic sales should exceed 800,000 units with exports of an additional 160,000 units.<br />Over the past three years, the share of the A1 segment has declined by 44% while the larger A2 hatchbacks are up by 35.4%, the A3 segment increased by 41.8% while the A4-6 segments increased by 109%. Hatchbacks accounted for 88% of India’s sales. <br />Maruti as the top seller with a 41% market share. Tata Motors had a share of 7.1%, Hyundai also of 17.3%, Honda of 8.9%, Ford of 3.1%, Mahindra of 2.1%, Toyota of 17.3%, Nissan of 0.8%, Volkswagen of 0.8% and Chevrolet 0.6%.<br />PLC<br /> <br />GROWTH STAGE<br />Toyota Corolla comes under the growth stage of PLC. As Toyota has sold more than 9600 units of the corolla from January – December 2010. Sales have increased as more customers became aware of the product and its benefits and additional market segments are targeted. Corolla has been proven a success and customers begin asking for it, sales will increase further as more retailers are interested in carrying it.<br />At growth stage Toyota’s goal is to gain consumer preference and increase sales. The marketing mix may be modified as follows:<br />· Price - Maintained at a high level if demand is high, or reduced to capture additional customers.<br />· Distribution - Distribution becomes more intensive. Trade discounts are minimal if resellers show a strong interest in the product.<br />· Promotion - Increased advertising to build brand preference. <br />By 2012 Toyota is aiming to gain a substantial market share of 23% in mid size cars segment.<br />BCG<br /> <br />STAR (=high growth, high market share)<br />Toyota Corolla falls under star category of BCG matrix as it is using large amounts of cash and is leader in its respective segments. TKM is also generating large amounts of cash from its business. <br />Toyota has so far invested Rs.2,400 crores in the Indian market. Actual sales began in the year 2000, though the company was set up in 1997. And Toyota is seriously considering to expand its present dealership network.<br />If the company balances on net cash flow the rewards will be a cash cow if market share is kept.<br />SWOT Analysis<br /><ul><li>StrengthsWeaknessesQuality#1 carmaker in 2007,2009,2010Lack of brand identityOpportunuitiesThreatsUntapped markets of China, Middle east, S. AmericeEconomic instability</li></ul>OPPORTUNITY ANALYSIS<br />Passenger vehicles are doing well and UV’s and MPV’s now account for 23% of domestic sales. At this rate, the sales for the full year should exceed 1.1 million units.<br />Perhaps most impressive has been the rapid growth of exports that now accounts for 16% of passenger vehicles of which A4-A6 segments increased by 109%, 8.5% of commercial vehicles, and 6% of 2-wheeler sales.<br />This huge increase in the A4-A6 i.e. 109% clearly shows that this segment is really growing at a huge pace and there exists a huge potential in this segment in the future. This segment is going to grow at a much faster pace in the near future as the trend in our country is shifting towards upgradation of cars. Those in the A2 segment are moving towards Lower A3 or Upper A3 segment, from Lower/Upper A3 movement can be seen towards A4 and so on. This is mainly due to Overall Higher Economic Growth. There is an Overall Growth in the Automotive Sector in our country. Also many new Players are entering our Market at high rate. We can see that companies like Nissan, BMW, and Mercedes have entered our Price Conscious Indian Market with their Very Highly Priced Products. And their products are also selling in the market. This shows that there is a place for Expensive Cars in our highly price conscious Indian Market. New Global Majors like Audi, Ferrari, and Lamborghini etc. are very soon entering our market with their highly expensive products. Indians have started to buy expensive products and are upgrading their Standard of Living.<br />The A4/ C++ Segment is going to grow big in the coming years. The segment is expected to double its size by the end of next fiscal.<br />SUGGESTIONS<br />Currently the Corolla is the Market Leader in the A4/C++ Segment. The car has also been rated highest in terms of Overall Quality and Customer Satisfaction not only in its own segment alone but the across all the segments by JD Power Asia Pacific.<br />· The Objective for the next 2 years should be to strengthen the position as a Market Leader through properly designed Marketing Strategy and Product Improvement Strategy.<br />· As the Segment is expected to double the size by the end of next year, the strategy should be to increase the production output.<br />· Also, in the study it has been found out that the competitors like Skoda is going to recently give a facelift to their Octavia model which may possibly will result in increased sales for Octavia. So a proactive counter strategy should be readied before time.<br />· As the No.4, i.e. Honda Civic in the segment is not doing well; the strategy should be to attack its market share through aggressive comparison advertising with it.<br />· The main competitor i.e. Chevy Optra is very bullish player. It also has a lower Engine Displacement model available for under 8 Lacs. If it is possible, a model with lower engine displacement and fewer features should be introduced soon to attack Optra 1.6.<br />· As the car has won so many prestigious Awards in Customer Satisfaction and Overall Quality from World’s Most Reputed Survey Agency JD Power Asia Pacific, the stress should be given on using this as a powerful tool in the Marketing Strategy.<br />· News is also there that Honda is bringing its World famous Civic Model in the Indian Market in the same segment in which Corolla exists. So there will be the entry of this new player, therefore a proactive strategy is to be made for the same.<br />· Also we know that the Corolla sold in India is a 10th Generation Model of Corolla but Worldwide in most of the countries, the 10th upgraded Generation model has already been launched, 10th Generation upgraded model can also be started to be manufactured in India.<br />REFERENCES<br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br />