This document summarizes the branding strategies of Toyota and Honda. Toyota positions itself as a reliable brand through its focus on quality and fuel efficiency. It targets a wide range of customers with its diverse vehicle options. Honda also focuses on quality and reasonable pricing, targeting younger customers with stylish yet affordable options and families with safe vehicles. Both companies emphasize innovation, quality, reliability and environmental friendliness to build brand loyalty and drive growth against competitors.

1. Branding of Toyota and Honda
Submitted by
Manash Pratim Kalita,198
K Manoj Kumar,230
Mohit Kataria,197
Md Faraz,204

2. Introduction
• No.1 Car manufacturer with 11.6% market share in
world and 4.6% in India
• Toyota motors corporation is a multinational with
subsidiaries throughout the globe
• Founded by Sakichi Toyda in 1937,headquarters
located in Toyota city,Japan
• vehicles manufacturing and sales industry e.g-motor
cars ,trucks ,buses, and make robots, together with
their parts and provide sales
• Toyota philosophy relates to the word “kaizan” which
identify that “nothing is good that it cannot be
improved’’ promoting perfections

3. The Branding Effects
• Parameters
1. Market segments and targets
2. Brand positioning
3. Brand equity
4. Competition and driving growths
MARKET
SEGMENT
POSITIONING
EQUITY
COMPETITION
TACTICS

4. Market segments and targets
• “Right car at the right place”
• All vehicles speak to a different
consumer segmentation
• lifestyle choices and specific
attitudes
• The Prius targets on conscious
environment caring cars
• The Lexus targets a more
sophisticated, “classy” consumer,
style, luxury, comfort

5. Brand positioning
• Target consumer’s reason to buy product
• Is it unique/distinctive vs. competitors ?
• Can the product deliver all features expected by the customer
• Brand Positioning is the key of marketing strategy
• Right brand identity and create a proper brand image

6. Brand positioning - Toyota
• Reliability and Quality
• Better fuel efficiency
• Toyota Camry and Corlola
preferred by high Govt. officials
• Toyota Fortuner a Luxurious car
distinctive from other luxurious
cars such as Mercedes in terms of
pricing.

8. Brand equity
• Brand Equity is the value and strength of the Brand that decides its
worth
• The concept of Brand Equity comes into existence when consumer
makes a choice of a product or a service
Measured by Using:
• Increased Volume of Sales
• Brand Image for various parameters
• Brand’s earning potential in long run

9. Factors Contributing to Brand Equity
• Brand Awareness
• Brand Association
• Brand Loyalty
• Perceived Quality
• Other Proprietory Brand Assets

10. Brand equity - Toyota
• Toyota has developed and secured high standards in the minds of its
customers. They honors the spirit of the law of all nations through a
quality corporate attitude.
• They ensure that customers are fully informed in regards to their
offerings.
• Brands configuration enables customers to easily recognize their
products creating in the psyche of customers the mode of positivity
and relaxation
• Product manufacturing standards and quality enable Toyota to secure
positive brand loyalty enhancing people satisfaction and trust

11. Competition and driving growths
• Toyota’s uses both differentiation and low cost as generic strategies to
try and gain a competitive advantage over their competitors in the
automotive industry.
• The core competence of Toyota Motor Corporation is its ability to
produce automobiles of great quality at best prices.
• The market scope that Toyota uses is a broad one that encompasses
nearly every type of customer that is in the market to purchase an
automobile.
• Toyota achieves its cost leadership strategy by adopting lean production,
careful choice and control of suppliers, efficient distribution, and low
servicing costs from a quality product.
• Instead of the classic Mercedes Benz and BMW, drivers can now feel as
luxurious and classy driving a Lexus car which cost less

12. Honda
• Founded by Soichiro Honda, Japan (October 1948).
• 5th Largest automobile manufacturer with 5.9% market share in the
world and 5.4% in india
• The company has a global network of 501 subsidiaries over the
world.
• Honda is focusing on high quality production systems to meet
worldwide demand.
• Its effective foundation is a good strength of Honda.

13. Market Segmentation and Target Market
• Middle Income,High Income class
• Young adulthood people looking for
style, comfort, automatic features
and soft luxury.
• Parents looking for a safe, reliable
and price competitive for their
children
• Buyers looking to purchase their
first car

14. Brand Positioning
• Quality is most important for Honda that company will serve to the
customers firstly.
• High quality at the reasonable price(Honda Brio, Honda Jazz)
• Honda had an insight in hitting a new market, it is younger drivers
group by providing fun and design(Honda city)
• The product of Honda is friendly to the environment of the world(cars
like (FCS Clarity, Accord hybrid)

15. Brand Value
• High quality
• Reasonable price
• New Technology
• Fuel efficiency
• Environment friendly
QUALITY
PRICE
EFFICIENCY
TECHNOLOGY
ECO FRIENDLY

16. Conclusion
• A structured and planned branding
strategy restores the positive image of
the past
• Positioning the brand as reliable, stylish
and affordable (Innova, Prius, Honda
Brio.), luxury (Lexus, CRV,Altis),;
• Innovation,Loyality,Quality,Reliability
• The communication strategy
• Brand loyalty
PROFITABILITY
ADAPTABILITY
LOYALTY
QUALITY

17. THANK
YOU