Toyo Motors is launching the Toyo IQ, a small hatchback targeted at youth and rural markets in India. Priced at 1 lakh rupees, it is positioned as an economical yet feature-rich car. A survey shows strong demand for affordable cars. Toyo IQ will be available nationwide and promoted through advertisements and loans. It competes with Tata Nano but has advantages of quality, fuel efficiency, and performance. Potential opportunities include adding variants while threats include policy changes and new competitors.

1. Segmentation Targeting &
Positioning
Group-7

2. contents
•Indian market overview
•Survey
•Product launch
•STP
•Marketing Mix
•Competitor Analysis
•SWOT Analysis

3. Indian car market overview
•India represents one of the world’s
largest car markets.
•Easy availability of finance and rising
income levels are encouraging the
middle class population to choose
from the vast range of passenger
vehicles.

4. Indian car market overview
•The Indian auto industry has been
recording tremendous growth over the years
and has emerged as a major contributor to
India’s gross domestic product (GDP).
•The industry currently accounts for almost
7 per cent of the country’s GDP and employs
about 19 million people both directly and
indirectly.

5. Indian car market overview

6. Indian car market overview

7. Indian car market overview
Cars belonging to segment A has huge sales as shown
in previous slide.
So there is a huge market potential in this segment
due to mainly :
•Foreign automakers not focused on Indian wants.
• Indian preference- cheaper small cars than sedans or
SUVs.
•The untapped potential of rural markets- The appetite
for cars in rural areas has grown tremendously in
recent years, and already accounts for 30 percent of
the total market.

8. Survey
A survey was conducted among youth aged
between 20-30.

9. Q.1. would you prefer a car over bike if
available for 1 lakh rupees?
70%
30%
Prefer car over bike
yes
no

10. Q.2. would you buy a car for 1 lakh as
your first car or 2nd car?
56%
44%
Prefer as 1st or 2nd
1st car
2nd car

11. Q.3.Rank in order of your priority
1
2
3
4 4
5
6
7
8
safety
fuel efficiency
performance
design
interior space
service
a/c
power steering
power window

12. Product Launch
Toyo Motors India pvt.ltd

13. We are proud to present you..
All new 2014
TOYO IQ ...
Intelligent people’s buy!

14. Specifications
Bodytype
Hatchback(3 door)
Fuel type:
Petrol/Electric(Hybrid)
Performance
Maximum speed (km/h)-150
0–100 km/h (secs)-14,7
Safety
Front airbags
ABSPassenger Capacity:4

15. Brakes
Front brakes-Disc
Rear brakesDrum
Engine
Number of cylinders-3
valve mechanism-12 Valve DOHC Chain Drive
Fuel system-MPFI(Multi-port fuel injection)
Displacement (cc)-998

16. Mileage:
32km/l-Highway
26.5 km/l-city
Power steering
Power window
Transmission-Automatic/5-speed manual

17. Available in colors:

18. Interiors:

19. Segmentation
Toyo IQ is an entry level hatchback mainly for
middle income and people looking for a 2nd car
buy.

20. Targeting
Toyo IQ is targeted at the youth and the people
living in rural India.

21. Positioning
Toyo IQ is positioned as an economical fuel
efficient car with quality built with lots of
features that are mainly available in high end
cars.
So the tagline: “Intelligent people’s buy”

22. Marketing Mix
Product: A true head turner with stylish and
sleek design with loads and lots of features to
boast about and suitable for youth and family .
Price: a highly competitive price in the segment
no other car can claim. Priced at 1 lakh rupees.
The deal breaker of the century .

23. Place: Toyo plans to have extensive dealership
opened all over India to cater both the cities and
rural area equally.
Promotion: There is already a Buzz about 1 Lakh car
so word of mouth publicity, advertisement
campaigns with regional stars focused at each state
and also online promotions, zero interest loans for
1st 10,000 customers.

24. Competitor analysis
Tata Nano - Specifications
Mileage:- 20 km/l
Fuel tank:- 15 l
Engine:- 624 cc
Ground clearance:180mm
Gear box:- 4-speed

27. Swot Analysis

28. Strength:
Price
Quality
Fuel economy
Suitable for all Indian conditions
Powerful engine and performance
Manual/automatic transmission
Hybrid fuel

29. Weakness:
Only 1 variant available in the market
3 doors

30. Opportunities
Diesel engine
More variants
Export

31. Threats
Comparison to Nano
Tax increase by government
New policies by government
New competitors