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Working towards perfection
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.
Toyota in India .
Based on the policy to "think globally and act locally". we provide extensive automobile industry know-how. Along with manufacturing and sales activities in each region. we develop and provide vehicles that fulfill the regional needs of each country. In this way. development and sales. .Meeting the Automotive needs of more than 160 countries Toyota vehicles are sold in more than 160 countries and regions throughout the world. through technological transfers to local companies. including manufacturing. we are helping people in each region to make automobiles that meet their needs.
Toyota had reached a domestic production of more than 100 million vehicles and a worldwide cumulative production of about 112 million vehicles. since its founding. This world-class record is proof of our continuing efforts to satisfy customer expectations.Accumulated Domestic Production of 100 Million Vehicles By October 1999. .
TOYOTA INNOVA .
“ Toyota Innova” Brand Success .
mouthshut. 2005 05:09 PM | Space Inside: Dealer Satisfaction: Fuel Consumption: Comfort: Reliability: Looks: *In scale of five.“ Toyota Innova” Review Innova: First Quality Product In India | Updated Nov 08. 5 5 5 5 5 5 Source: http://www.html .com/review/Toyota_Innova-70931-1.
That's the mission that motivates Toyota. Creating intelligent solutions for today's mobility challenges and taking responsibility for future generations.Strategy •Passenger Occupancy/Space •Looks/Comfort •Design/Interiors/Exteriors – Automated/Computerised •Price •Fuel Efficiency – Diesel Engine/Petrol Option •Dealer Satisfaction Pioneer Advantage or Technology Toyota is a world leader in the research and development of advanced automobile technology. .
“ Toyota Innova” Brand Equity .
Toyota is adjusting production for the same. Source: http://www. according to the findings of the 2005 four-wheeler total customer satisfaction study released on Wednesday by leading market information provider.html . Overall Innova seems to be a big success! Innova Pros: Engine. With the target of 4000 cars per month . Reliability.• • 1 Sept 2005: It seems there is hardly any demand for the lower versions with black bumpers etc.com/marketing-advertising/marketing-advertising-measures/1850759-1. Family Vehicle Toyota Innova achieve top honours in upper premium compact and SUV segments respectively.articlearchives. Most of the demand is for higher leather clad versions.
“ Toyota Innova” Brand Identity .
Aamir managed to carve out a niche for himself among the superstars as well as changed his persona in tune with the character he was playing incase of “Toyota Innova”. It is precisely this characteristic of this talented actor that is sought to be celebrated in the new Toyota Innova advertisement.Very few actors in Bollywood possess the international standards of expertise that Aamir Khan does. .
Siddhu sheepishly puts the gum back into his mouth. As the car glides along the highway. Each Aamir has a different answer – Siddhu says “Khandala”. The car is stopped by a CBI officer – none other than Ajay Singh Rathod (of ’’Sarfarosh’’) – who asks them where they are headed. who spits his chewing gum out of the window. starts having an argument with Siddhu and calls him “Angoothe ke dukaan”. Seated next to Munna is our Akash (of DCH) who asks them to shut up – then mischievously asks both of them if they are twins. The focus is on the lavish space that the car offers. Finally. But since the windows are shut. Munna (of ’’Rangeela’’) who is on the back seat. the Innova.The advertisement begins with Aamir in his latest avatar – the cool dude of his forthcoming film. the damn thing sticks to the pane. ’’Rang de basanti chola’’ – driving the latest Toyota vehicle. So next to the driver’s seat sits Siddharth of ’’Ghulam’’. Akash says “Goa” and so on… . it meets a police barricade. we see Bhuvan (of ’’Lagaan’’) perched in the rear along with his cricket gear. Munna says “Pinky Theatre”. referring to his multiple rings on fingers.
“ Toyota Innova” Brand Positioning .
Innova is positioned as a vehicle for all purposes .Innova is positioned as a luxury MPV. The brand has roped in Aamir Khan as the brand ambassador. . The brand has the latest technology and is refined to perfection. The brand is priced at a premium and is targeting families which are SEC A A+ and large in size. Innova has effectively used the charisma of Aamir Khan to promote itself. The brand uses the tagline " All you desire " and the ads are also catchy.
its successful predecessor which was popular as a Taxi . Innova has tried to distance itself from the Qualis . The execution was perfect so was Aamir. trendy and upmarket. So it was necessary that Innova be promoted as an upmarket car that can be associated with the successful. The basic positioning of Innova is as a getaway vehicle that is spacious. So Aamir make sense. The advertisement of Corolla with Rahul Khanna suggests that Toyota is bugged by celebrity paranoia.Let us see why Toyota has used Aamir for its product. .
An Ode to Versatility Camera Effects: Concept: Execution: Model Choice: Model Performance: Jingle: 5 5 5 5 5 5 Pros: Aamir and his multiple identities Cons: None .
“ Toyota Innova” Brand Image & Personality .
The message – about the generous space inside the vehicle – comes across quite clearly.Brand Image The commercial effectively drives home the core Innova values of “perfection. innovation. versatility and performance”. even as you marvel at this genius called Aamir! Brand Image & Celebrity .
“ Toyota Innova” Brand Repositioning .
Interesting because it redefined the MUV segment in India and also it replaced the famous Toyota Qualis . Aamir Khan Toyota Innova is an interesting brand. . It replaced the successful Qualis when the sales of Qualis was at its peak.Brand : Innova Company : Toyota Agency: Densucomm Brand Ambassador : Mr. Innova was launched in 2005.
Further.Toyota decided to replace Qualis because of two reasons. Toyota would like to see less Innova Taxis and more families owning Innova. Qualis was a major success among the tour operator segment but was not popular at the individual/home segment. Toyota wanted to appeal to the individual/home users rather than the commercial segment. The pricing of Innova was also inline with the positioning with over 7+ variants and priced at a premium. . Second reason was the increased competition from Chevrelot Tavera which was perceived to be a more refined upmarket SUV. Toyota also wanted to bring in the latest products in the Indian market. Qualis was only a test product.The current ad will help them in realizing that objective.
“ Toyota Innova” Brand Extension .
Prado.Toyota Other Brands Includes Toyota Camry. Corolla. Need For Brand Extension Competition Growth .
TOYOTA COROLLA .
TOYOTA CAMRY .
TOYOTA PRADO .
M.“ Thank you” Presented By: Praduman Gupta Roll No. : P0 626 PGDBM (PT) 6th Sem J.I. Rohini .S.
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