Case Study-TOYOTA INNOVA

Presented ByGroup-9IMG-V

Sachin GargKanika Shah

Sandeep PaulShalabh MadanKunal MahajanPriya Vatsalam

We do not sell a Car.“We sell a Dream”, and “we sell Experience with a car.”

INTRODUCTION Founded in 1937 Headquarters :Toyota City, Tokyo, Japan Annual Sales $120billion Produces 5.8 Million vehicles per year Has 53 overseas manufacturing companies, in

27countries/regions Employees :3,16,000 people 3rd Largest Automobile Manufacturer

TOYOTA INNOVA in India

A part of International/Innovative Multipurpose Vehicle (IMV)Project, which is globally produced & procured.

It is the first of its kind: Both goodness of Passenger car and MPV.

Simultaneous launch in India; India would get the latest global Car.

The launch coincided with the phase out of the Qualis.

TOYOTA INNOVA in India

InIndia,ToyotaMotorCorporation Entered in a joint venture with KirloskarGroup. �

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.

INTEGRATED MARKETING COMMUNICATION

Coordination of all promotional activities – media advertising, direct mail, personal selling, sales promotion, and public relations – to produce a unified customer-focused promotional message.

Success of any IMC program depends critically on:

Identifying the members of an audience and understanding what they want.

Determining the communication objectives

Designing the communicationsSelecting the communication channelsEstablishing the total communications budget

INNOVA SALES

4665

629990

5002

737

Sales(June 2011)

Innova(4665)

Corolla(629)

Fortuner (990)

Etios (5002)

Liva (737) Camry (9)Prius (2)

STRENGTHSCapitalising on its communication focus of being one if its kind MPV+ sedan vehicleProduct launched on an IMV( International Multi-purpose Vehicle) platform

OPPORTUNITIESIndian auto market ready to embrace global products, provided they are communicated well to the desired sets of potential customers

THREATSProblems of joint ventures with Kirloskar Motors Innova not being accepted in the Indian market as their existing product Qualis

SWOT

Marketing Mix1. ProductThe first product to be a mix of MPV and SUVAccommodation capacity for 8 peopleThe Innova differs from the straight designs of Tata

Sumo and Qualis and is instead more of a curved design.

Designed keeping comfort in mind with spacious interior

Exterior includes fog lamps, rear lamps, 3D grills etcAvailable in both petrol and diesel modelAvailable in 5-6 different colors

2. PriceThe pricing was definitely competitive with the extra

features and comfort which Toyota Innova has at its disposal.

Priced between 8-12 lacsOptional-feature pricing: Customers can order mud

flaps, side steppers or other accessories.Promotional Pricing:I. Low Interest financing: mainly used in festive

seasons.II. Longer payment terms: stretches loans over longer

periods, reduces monthly payments.

3. PlaceToyota Innova is available for

distribution across the country through its dealership network and retail outlets.

4. PromotionThe brand ambassador: Aamir Khan Aamir Khan managed to carve a

niche for himself among the superstars as well as changed his persona in tuned with the character he was playing in case of Innova

It is precisely this characteristic of this talented actor that is celebrated in the Innova advertisement

IMC

VARIANTS

DIFFERENT COLOURS

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