Retail sales of Toyota Motors at showroom of Rajendra Toyota, Varanasi

1. Retail SaleS
PRoject of
toyota
SUBMITTED TO:
Dr. Sourabh Bishnoi
SUBMITTED BY:
Shubham Sureka
19DM242

2. 1
ceRtificate
This is to certify that the project entitled “A retail sales project of Toyota
Kirloskar.” is a bonafide record of work done by Shubham Sureka, Semester
III for requirement of the Short term project (S.T.P.).
_______________________
Dr. Sourabh Bishnoi
(Faculty Guide)

3. 2
DeclaRatioN
I Shubham Sureka, hereby declare that this project titled “A retail sales
project of Toyota Automobiles at Toyota Kirloskar Ltd., Varanasi which I am
submitting to Birla Institute Of Management Technology is a record of
original work done by me and this is not formed on the basis for the award
of any academic qualification, fellowship or other similar title of any other
university.
Place: Varanasi (U.P.)
Date: ………………………………
……………………………………………….
SHUBHAM SUREKA
(19DM242)

4. 3
acKNoWleDGeMeNt
This study has been made possible due to co-operation, assistance &
constructive suggestion of many to whom I would like to express my
sincere gratitude and thanks.
I gratefully acknowledge my sincere gratitude to the management of
“TOYOTA KIRLOSKAR LIMITED” for giving me permission to undertake
project study in this prestigious organization.
I wish to express my gratitude to Mr. Vimal Kumar Shah (Executive Director)
of Rajendra Toyota of Varanasi for granting me permission to do project in
this esteem organization.
I would like to extend my gratitude to my respected mentor Prof. Sourabh
Bishnoi for extending all the support, guidance & co-operation for doing the
project.
I am immensely grateful to all the respondents for their help and co-
operation during my study.
Also I thank my parent, friend and all the other associated with my project
study for their support and guidance in the entire course of my endeavor.
Yours Sincerely
SHUBHAM SUREKA

5. 4
taBle of coNteNtS
S.NO. PARTICULARS PAGE NO.
1. ABOUT THE COMPANY 5
2. HISTORY OF TOYOTA 6-7
3. MAJOR COMPETITORS 8
4. MARKET STRUCTURE 9
5. CAR MODELS 10-13
6. RESEARCH METHODOLOGY 14
7. RESEARCH DESIGN 14-15
8. LIMITATION OF STUDY 15
9. SEGMENTATION, TARGETING, POSITIONING 16
10. MARKETING MIX OF TOYOTA 17-21
11. DATA ANALYSIS AND INTERPRETATION 22-30
12. FINDINGS 31
13. SUGGESTIONS 32
14. CONCLUSION 33
15. APPENDICES 34

6. 5
aBout the coMPaNy
Toyota Motor Corporation was established in Japan in 1937 and in the post-war era
of industrial upheaval, it became the largest vehicle manufacturer in the country. It
began operating in India since the late 1990s as the entity official known as Toyota
Kirloskar Motors. It has two manufacturing plants, both in Bidadi, with a total
production capacity of upto 3.1 lakh units a year. A certain volume of units are
manufactured for export purposes too while some models like the Prius, Prado and
Land Cruiser are imported as CBUs.
Toyota cars are known for their reliability and durability even in India. Their most
popular models here include the Corolla Altis sedan, the Innova Crysta premium
MPV and the Fortuner premium SUV. Toyota currently has a network of nearly 300
dealers across the country for sales and service for the convenience of new and
existing customers.
Tagline- “Let’s go places”

7. 6
hiStoRy of toyota
Toyota is one of the biggest vehicle manufacturers, and one of the most widely
known companies, in the world today.
 Toyota was started in 1933 as a division of Toyota Automatic Loom works
devoted to the production of automobiles under the direction of the founder’s
son, Kiichiro Toyoda.
 Its first vehicles were A1 passenger car and the G1 in 1935.
 The Toyota Motor Co. was established as an independent company.
 Vehicles were originally sold under the name “Toyoda” from the family name
of the company’s founder, Kiichiro Toyoda. In April 1936, Toyoda’s first
passenger car ,the Model AA was completed. The sales price was $3355 yen,
400 yen cheaper than Ford or GM.
 From September 1947,Toyota started selling small sixed vehicles under the
name Toyopet SA, Toyopet SB light trucks, Toyopet crown, Toyopet master
and Toyopet corona.
 Toyota along with Nissan and Honda began production plants in the US by
the early 1980s.
 In 1980s Toyota also started participating in a wide variety of motorsports
and also received first Quality control award.
 In 1982,Toyota motor company and Toyota motor sales merged and formed
into one company, the Toyota Motor Corporation.

8. 7
 In 1984 Toyota entered into a joint venture with General Motors called the
New United Motor Manufacturing Inc. operating an automobile
manufacturing plant in California.
 Toyota started to establish new brands in the end of 1980 and launched their
luxury division Lexus in 1989.
 In 1990s, Toyota started their luxury vehicles line up including full size pick
up trucks, several SUVs, a sport version of camry ,a group of several
affordable yet sporty automobile targeted to the youth
Vision:-
Toyota will lead the way to the future of mobility, enriching lives around the world
with the safest and the most responsible ways of moving people.
Though our commitment to quality, constant, innovation and respect for the planet,
we aim to exceed expectations and be rewarded with a smile.
We will meet our challenging goals by engaging the talent and passion of people,
who believe there is always a better way.

9. 8
MajoR coMPetitoRS
Ford
Maruti Suzuki
Mahindra
Tata
Hyundai

10. 9
MaRKet StRuctuRe
The market structure for Automobile industry is Oligopoly Market.
Oligopoly is a market structure in which the market or industry is dominated by
small number of sellers.
In other words, Oligopoly means the market structure in which there are a few seller
and they are selling a homogenous or differentiated products.
Features
 Few seller
 Homogenous or differentiated product
 Barriers to entry and exit
 High investments
 Constant struggle
 Lack of uniformity
 Lack of certainty
 Price rigidity

11. 10
toyota MoDelS
TOYOTA GLANZA
Ex-showroom price
Rs. 6.97 - 8.9 Lakh*
Petrol/diesel Mileage
19.56 to 23.87 kmpl
Manual/Automatic
TOYOTA FORTUNER
Ex-showroom price
Rs. 28.18 – 33.95 Lakh*
Petrol/diesel Mileage
10.01 to 15.04 kmpl
Manual/Automatic
TOYOTA INNOVA
CRYSTA
Ex-showroom price
Rs. 15.36 – 32.02 Lakh*
Petrol/diesel Mileage
10.75 to 13.68 kmpl
Manual/Automatic

12. 11
TOYOTA YARIS
Ex-showroom price
Rs. 8.76 – 14.18 Lakh*
Petrol Mileage
17.01 to 17.8 kmpl
Manual/Automatic
TOYOTA LIVA
Ex-showroom price
Rs. 5.33 – 7.77 Lakh*
Petrol/diesel Mileage
17.7 to 23.59 kmpl
Manual/Automatic

13. 12
TOYOTA COROLLA
ALTIS
Ex-showroom price
Rs. 16.45 – 20.19 Lakh*
Petrol/diesel Mileage
14.28 to 21.43 kmpl
Manual/Automatic
TOYOTA CAMRY
Ex-showroom price
Rs. 37.88 Lakh*
Petrol only
Mileage - 19.16 kmpl
Automatic
TOYOTA PRIUS
Ex-showroom price
Rs. 45.09 Lakh*
Petrol only
Mileage - 26.27 kmpl
Automatic

14. 13
TOYOTA ETIOS
Ex-showroom price
Rs. 6.5 - 9.13 Lakh*
Petrol/Diesel Mileage –
16.78 to 25.39 kmpl
Manual
TOYOTA VELLFIRE
Ex-showroom price
Rs. 79.5 Lakh*
Petrol only
Automatic
TOYOTA ETIOS
CROSS
Ex-showroom price
Rs. 6.5-8.02 Lakh*
Petrol/Diesel
Automatic/Manual

15. 14
Research Methodology
Research Methodology is a way to scientifically solve the research problem.
It provides various steps that are generally adopted by a researcher in
studying his research problem along with the logic behind them.
Researcher needs to understand the assumptions underlying various
techniques and procedures that may be applicable to certain problems but
not others. The purpose of a research is to discover answer to questions
through the application of scientific procedure. The main aim of the
research is to find out the truth which is hidden and which has not been
discovered as yet.
Research Design
A research design is the arrangement of collection of data in a manner that
aims to combine relevance to the research purpose with economy in
process. Questionnaire survey is the method adopted for conducting this
study along with other tools and techniques such as personal interviews,
market study, situation analysis, opinion survey, conversations, technical
advice etc. Based on the above, primary and secondary data are collected,
tabulated and analysed to reach the conclusions. Personal interview along
with questionnaire survey were conducted to achieve the information.
Data Collection
 Data Collection Instrument – Questionnaire
 Data Collection Method - Survey / Interview Method
Sampling
 Sample Unit- 5 Toyota retail outlets
 Sample Size - 10 Respondents from each outlets
 Sample method - Convenient Sampling

16. 15
Data Ananlysis Tools
 Analysis Tool – Statistics
 Data Presentation – Graphs
Data Collection Sources
 Primary Data – Direct Interaction with the potential customers
 Secondary Data – Internet, Company website etc.
Survey Details
 Location of Survey – Retail Outlets near Varanasi (Eastern UP)
 Duration of Study- 9 days
Limitations of the Study:
Although full efforts have been made in the study it suffers from following
limitations:
 Outlet managers did not cooperate and disclose the complete detail.
 The respondents may be biased while answering which could affect
the reliability of study.
 This study may not be applicable over a period of time.
 Respondents were busy with their work schedule and were not
interested in responding.
 Convenient sampling can cause biases.

17. 16
Segmentation, targeting, positioning in the Marketing
strategy of Toyota –
Toyota as a brand provides a mix of various
Demographic, Geographic and Psychographic segmentation strategies
is used by Toyota for customer profiling and understanding different
customer groups.
Toyota uses differentiated targeting strategy for manufacturing and
selling its offerings as per the customer segments and improve
the customer satisfaction.
Value-based and user benefit positioning strategies are used by the
company for highlighting the functional benefits of the offerings of the
company.
Product in the Marketing mix of Toyota

18. 17
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 broken down
into different categories
 Passenger – comprising of small, medium size, and large vehicles.
Aurion, Yaris, Camry, Tarago, Corolla and Rukus
 SUVs & 4WD– Kluger, Rav4, Parado and Landcruiser 200
 Hybrid – Prius and Camry
 Commercial – HiAce, Coaster, Landcruiser 70 and HiLux.
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 services and extended warranties. Their extended
warranties have various mileage coverage options ranging from 36,000 to
1,00,00 miles.
Customer Interest tops the list of priorities for Toyota, and hence, they have
a research center totally dedicated to gathering data on the consumer
expectations from Toyota. By 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 introduced in their Hybrid product line.
Place in the Marketing mix of Toyota
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

19. 18
‘pull’ strategy and make cars that the customer demands. Apart from this,
Toyota has sales representative going from door to door in Japan.
A typical dealership of Toyota is similar to the western dealership. They try
to minimize supply chain costs and keep a reasonable service level along
with having high quality products. They have organized suppliers into
different tiers where the first level 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 staff to the
suppliers in case there is a work overload.
Pricing in the Marketing mix of Toyota
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 2019, Toyota sold a record 10.74 million units
globally in 2019, up 1.4 percent from a year earlier, to finish behind only
Volkswagen AG of Germany. Robust sales of Lexus-brand cars and the
company’s RAV4 sport-utility vehicle were behind the result.. 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.

20. 19
Promotion in the Marketing mix of Toyota
Toyota says its Prius has lower emissions then a Goat!!
Toyota uses different promotional strategies to increase their sales volume.
They advertise themselves through radio, newspapers, television, yellow
pages, flyers, billboards, 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 their brand
ambassador in India.
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 customers to use rebate as a down
payment.

21. 20
Data aNalySiS
aND
iNteRPRetatioN

22. 21
Which Toyota cars do you own?
Interpretation:
From the above chart 30% of sample are drawn from fortuner owner and
42% of samples are drawn from Innova owners and 11% are from super
market.
Major contribution is from departmental store and convenience store
which together contribute to 72%.
0
5
10
15
20
25
Fortuner Innova Corrolla Altis Others
No. of respondents 15 21 6 7
15
21
6 7
Toyota Car owned by responndents
No. of respondents
Cars No. of respondents Percentage
Fortuner 15 30%
Innova 21 42%
Corolla Altis 6 12%
Others 7 14%
Total 50 100%

23. 22
What respondents like most about Toyota Cars?
Interpretation:
Customers prefer mostly comfort while choosing a Toyota Car as 40%
respondents choose comfort as their first priority.
Secondly, Brand name of Toyota plays a major role in their sale as 24% of
customers preferred brand name as a major factor for their purchase.
0
2
4
6
8
10
12
14
16
18
20
Style/Design Comfort Brand Name Service
No. of respondents 9 20 12 9
9
20
12
9
Customer Preference
No. of respondents
Customer preference No. of respondents Percentage
Style/Design 9 18%
Comfort 20 40%
Brand Name 12 24%
Service 9 18%
Total 50 100%

24. 23
USP of Toyota car as compared to other competitors in market?
Interpretation:
60% of respondents view Durability as U.S.P. of Toyota & 20% view Low
maintenance as U.S.P.
0
5
10
15
20
25
30
Fuel efficiency Durability Low
maintenance
Brand Name
No. of respondents 4 30 10 6
8%
60%
20%
12%
U.S.P. of Toyota
No. of respondents
Brand Name No. of respondents Percentage
Fuel efficiency 4 8%
Durability 30 60%
Low maintenance 10 20%
Brand Name 6 12%
Total 50 100%

25. 24
How do you come know about this car before purchasing :
Interpretation:
44% of respondents knew about Toyota cars through advertisement
whereas 30% were influenced through car expert.
0
5
10
15
20
25
Advertisemen
t
Car expert Colleagues Sales person’s
visit
No. of respondents 22 15 10 3
44%
30%
20%
6%
Source of awareness
No. of respondents
Source of awareness No. of respondents Percentage
Advertisement 22 44%
Car expert 15 30%
Colleagues 10 20%
Sales person’s visit 3 6%
Total 50 100%

26. 25
After Sales Service support experience:
Interpretation:
52% of respondents were happy from after sale service which implies that
after sales service are excellent.
0
5
10
15
20
25
30
Excellent Good Average Poor V. Poor
No. of respondents 26 12 7 3 2
26
12
7
3 2
After Sales Service Support
No. of respondents
Distribution No. of respondents Percentage
Excellent 26 52%
Good 12 24%
Average 7 14%
Poor 3 6%
V. Poor 2 4%
Total 50 100%

27. 26
What other brand do you seriously considered before making final
purchase?
Interpretation:
Ford remains the top priority for customers as 34% of customers look for
the same over other parameters.
Tata and Hyundai are also major competitors which customers likely
prefer before making a purchase decision.
0
2
4
6
8
10
12
14
16
18
Tata Ford Hyundai mahindra Others
No. of respondents 13 17 10 7 3
26%
34%
20%
14%
6%
Consideration of other
competitors in market
No. of respondents
Parameters No. of respondents Percentage
Tata 13 26%
Ford 17 34%
Hyundai 10 20%
mahindra 7 14%
Others 3 6%
Total 50 100%

28. 27
Where do they get their car serviced?
Interpretation:
76% of customers get their cars serviced at authorized service centre
whereas 24% customers prefer local workshop for car service.
0
5
10
15
20
25
30
35
40
At authorized service
Centre
Local Workshop
No. of respondents 38 12
76%
24%
Customer preference for service
No. of respondents
Distribution No. of respondents Percentage
At authorized service Centre 38 76%
Local Workshop 12 24%
Total 50 100%

29. 28
What kind of offers do you expect or like from the dealer
Interpretation:
nn% of customers prefer additional free service as Toyota mainly deals in
Luxury cars which requires heavy amount of maintenance
0
2
4
6
8
10
12
14
16
18
Free
Insurance
Special
Discounts
Additional
Free Service
No. cost
EMI’s
Free
Accessories
No. of respondents 10 12 18 7 3
20%
24%
36%
14%
6%
OFFERS
No. of respondents
Offers No. of respondents Percentage
Free Insurance 10 20%
Special Discounts 12 24%
Additional Free Service 18 36%
No. cost EMI’s 7 14%
Free Accessories 3 6%
Total 50 100%

30. 29
fiNDiNGS
 Customers prefer mainly Innova and Fortuner while purchasing a Toyota
car.
 Customers like the comfort of Toyota cars moreover they are also
influenced by Brand name of company.
 Customers felt that Durability is the major USP of Toyota whereas low
maintenance cost also is felt a USP by many respondents.
 Customer mainly knew about Toyota cars through advertisement and
recommendation from Car experts.
 Major number of customers rated after sales services as excellent and
Good which signifies that after sales service at Toyota is satisfying as
per customers.
 Many customers also considered Ford Endeavor for Fortuner and many
customers looked for Tata cars before making final purchase decision.
 Around 76% of customers get their car serviced at authorized service
centre which implies that Service Centre are performing as per
standards.
 Customers are looking moreover for additional free service and special
discount before making purchase decision.

31. 30
SuGGeStioNS
 As suggested by customers, Toyota should focus more towards launching
of compact SUV so as to compete from others players in market.
 Toyota Glanza which is launched as a premium hatchback is replica of
Maruti Suzuki Baleno is overpriced.
 They should launch a car in mid-range segment as there is a large gap
between price range of hatchback and SUV of Toyota.

32. 31
coNcluSioN
This study of “Retail sales of Toyota cars” was conducted to understand
the retail performance of the product and to analyze the sales of these
product in showrooms of Varanasi.
This study helps to find out performance of showroom as how it performs
and which cars in the city is most preferred.
This study helps in finding out perception of customers towards brand
and showroom.
This study has revealed that Innova is most preferred car as it’s the
highest selling Toyota vehicle in Varanasi.

33. 32
aPPeNDiceS
QueStioNNaiRe
This questionnaire is a part of dissertation work titled “Retail sales project of Toyota
Kirloskar LTD. at Varanasi”. I hereby declare that this data collected through this
questionnaire is used only for academic purpose.
Name of Customer-
Mobile No. -
1. Which Toyota Car do you own?
Innova Fortuner Corolla Altis Other
2. What do you like most about Toyota Cars?
Design Comfort Brand Name Service
3. USP of Toyota car as compared to other players in market?
Fuel Efficiency Durability Low Maintenance
Brand Name
4. How do you come to know about this car before purchasing?
Advertisement Car Expert Colleagues
Sales person’s visit
5. After Sales Service support experience?
Excellent Good Average
Poor V. Poor

34. 33
6. Which other brands did you seriously considered before making final purchase?
Tata Ford Hyundai
Mahindra Others
7. What kind of offers do you expect or like from the dealer?
Free Insurance Special Discounts Additional Free Service
No Cost EMI’s
8. Where do you prefer to get your car serviced?
Authorized Service Centre Local Workshop