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Branding of Toyota and Honda
Submitted byManash Pratim Kalita,198
K Manoj Kumar,230Mohit Kataria,197
Md Faraz,204
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
The Branding Effects
• Parameters 1. Market segments and targets2. Brand positioning3. Brand equity4. Competition and driving growths
MARKET SEGMENT
POSITIONING
EQUITY
COMPETITION TACTICS
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
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
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.
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
Factors Contributing to Brand Equity
• Brand Awareness• Brand Association• Brand Loyalty• Perceived Quality• Other Proprietory Brand Assets
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
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
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.
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
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)
Brand Value
• High quality • Reasonable price• New Technology• Fuel efficiency• Environment friendly
QUALITY
PRICE
EFFICIENCY
TECHNOLOGY
ECO FRIENDLY
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
THANK YOU