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Analyzing and Understanding Customer
Needs:-
For understanding the customer need a survey was conductedwhich consists of the following needs of a customer:
Need for comfort
Need for performance
Need for safety
Need for low fuel cost
Need for distinctivestyling
Need for passenger capacity
Need for low initial costs
Need for low maintenance cost
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After understanding and analyzing all these needs of a customer
Toyota thought that a car can be made that can best serve all of
them.so they decided to launch a corolla.
As well as they know that it is a dynamic world so they changetheir model time to time so that a fresh and more modified car
can be given to the customers to make them satisfied.
As Toyota assure four basic guarantees to all their
customers:
The right to receive their moneys worth in product and
services.
The right to be able to register their dissatisfaction when
they feel they have received improper treatment.
The right to a courteous hearing when they voice a concern.
The right to a thorough explanation, followed by quick,
decisive action to resolve the concern to the satisfaction of thecustomer.
Product Positioning:-
By product positioning, we mean clarifying the attributes of a
given product (that is the features of Toyota corolla) or defining a
user (that is the particular customer segment) or market
segment.
As company adopt a three-stage development plan, so as the
Toyota does:
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Establish a local sales network and launch brand promotions,
Build auto parts manufacturing bases, and,
Establish joint ventures (JVs) with local players and produce
automobiles.
The typical way of approaching marketing strategy is similar to
the so-called S-T-P framework:
1. SEGMENTATION:- it means the splitting up of the total
market into segments of more homogeneous subgroups.
As Toyota corolla is a lower D segment car. It is a 9th
generation car which competes with Skoda Octavia and
Honda civic.
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2. TARGETING:- The selection of which
one(s) of these subgroups the company
should market its product to.
Corolla is a lower D segment car, so they
particularly targeted to the executive persons such as
CEOs, MDs, or anybody who is a high business class
person. Also for those who are brand conscious.
3. POSITIONING exactly how the company should present
the product to the target market(s) so its perception is most
advantageous relative to competition.
KOLKATTA
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CHENNAI DELHI
MUMBAI
Product Positioning involves using the marketing mix (the 4Ps) topresent the product to the selected target market(s) so that it is
perceived in the most favorable way relative to preferences and
competition.
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Product Differentiation From
Competitors
In India, the biggest competitors ofToyota corolla are Skoda
Octavia and Honda civic.
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As Toyota has launches the new modal of corolla that is corolla
altis, which we call a 10th generation car, so a comparison
between Toyota corolla, Skoda Octavia and Honda civic is given
below:
Skoda OctaviaElegance 1.9 TDI
Toyota Corolla Altis1.8V L
Honda Civic 1.8V MT
Price Rs. 12,40,413 Rs. 13,77,300 Rs. 13,35,400
PerformanceMaximum Speed (kmph) 175 180 2080-100kmph (seconds) 13.6 10.1 9.7
100kmph-0 Braking
(meters)40.6 49.8
80kmph-0 Braking(meters)
21 28.9
As per the serve conducted from the customers of Toyota, we
came to the following result, which shows that corolla, in terms of
performance come first.
corolla
45%
skoda
30%
civic
25%
PERFORMANCE
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Skoda OctaviaElegance 1.9 TDI
Toyota Corolla Altis1.8V L
Honda Civic 1.8V MT
LuxuryAir Conditioner
Power Windows
Power Steering
Power Seats
As per the serve conducted from the customers of Toyota, we
came to the following result, that on the basis of luxury all cars of
this segment that is the lower D segment are almost equivalent.
35%
40%
25%
LUXURY
corolla
skoda
civic
Skoda Octavia
Elegance 1.9 TDI
Toyota Corolla Altis
1.8V L
Honda Civic 1.8V MT
safetyAnti-Lock BrakingSystem
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Air-Bags (Driver |Passenger)
| | |
Child Safety Locks
Front Fog Lights
Defogger (Rear)
As per the serve conducted from the customers of Toyota, we
came to the following result, that corolla is much more safe care
on the basis of its safety feature. As all the company provide best
safety features from their point of view.
60%10%
30%
SAFETY
corolla skoda civic
Skoda Octavia
Elegance 1.9 TDI
Toyota Corolla Altis
1.8V L
Honda Civic 1.8V MT
AestheticsSeating Capacity(person)
5 5 5
No of Doors 5 4 4AM/FM Radio
CD Player
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As per the serve conducted from the customers of Toyota, we
came to the following result, and come to know that on the basis
of aesthetics all 3 cars are sharing equal positions, in the mind of
customers.
35%
35%
30%
AESTHETICS
corolla skoda civic
Skoda Octavia
Elegance 1.9 TDI
Toyota Corolla Altis
1.8V L
Honda Civic 1.8V MT
Product QualityOverall Width (mm) 1731 1760 1750
Overall Height (mm) 1455 1480 1450
Wheel Base (mm) 2512 2600 2700
Ground Clearance
(mm)
134 176 170
Mileage Overall(km/liter)
13.94 9.08 10.32
Brake Type Hydraulic dual circuitbraking system with
diagonal interconnection,vacuum assisted
ABS with EBD ABS, EBD and BA
Front Brakes Disc brakes, with hollowbrake wheels and
single/piston floating
Ventilated Disc Ventilated Discs
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caliper
As per the serve conducted from the customers of Toyota, we
came to the following result, that the quality of Skoda Octavia is
much better than the corolla
corolla
35%
skoda
45%
civic
20%
PRODUCT QUALITY