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Emphasis on quality.y Toyota's marketing efforts have focused on

emphasizing the positive experiences of ownershipand vehicle quality.

y

The ownership experience has been targeted inslogans such as "Oh, what a feeling!" (19781985, in theU.S.)

y "Who could ask for anything more" (19861989),

y

"I love what you do for me, Toyota!" (19901997),y "Everyday" (19972000)",

y "Get the feeling!" (20012004)

y "Moving Forward" (2004present).

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Analyzing strategiesy In developing countries corolla and camry are taken as

premium luxury cars.

y For e.g. high court judges are provided with corolla havingexecutive look rather than skoda or honda city which have

somewhat sporty looky The company provides 3 yrs warranty or 1 lac km on all

repairs with genuine spare parts

y Location pricing according to different cities.

y

Different packages for e.g. corolla power tilt sidemoonroof, cruise control, touch screen navigation system,all weather guard package, sport package, leather trimpackage

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Contdy A TL spending $64 million dollarsy Targeted urban males

y Half was spend on TV, other was spend on tv,newspaper

y BTL spending - $48million dollarsy Promotion and merchandising, sponsorships etc

y Promoted through advertisements as brand havingsporty look for e.g. corolla altis and fortuner

yTargeting upper middle class and higher upper middleclass.

y Festive seasons are capitalized by discounts, lowinterest financing.

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~MOVING FORWARDy 'Moving Forward'

y Having a passion for innovation and discovery 

y Never standing still.y Designing and building cars and trucks that help

customers achieve their goals."

y "Moving Forward" is a new communication strategy 

that allows for inspirational advertising that taps intofundamental human values.

y In Hispanic it is  A  vanza Confiado

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In America

y Toyotas latest ad campaignBeyond cars

y To contribute to society through the manufacturingof automobiles is founding

principle of toyota.y The ad features two team

members carrying a life-sizerepresentational frame of aCamry through the streets.

y The themes of the print ads

are:y We see ways to enrich the

communityy We see a greener tomorrowy We see beyond cars

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Greenathon Campaign

y INDIAS FIRST EVER 24HOUR LIVE TELEVISION

y 24 hours of nonstop television

dedicated to creating awarenessabout environmental issues

y Rs. 2.40 crores of donations willlight up 80 villages with solarpowered lanterns

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y The NDTV - Toyota Greenathon started across theNDTV network on February 7, 2009 at 7.00 pm

y A host of events were organized throughout thecountry as a part of the Greenathon:

y Cleaning up the Yamuna - NGO Swechha held the

first ever 24-hour Yamuna clean-up drive on the 7thand 8th Feb '09.

y Rock Concert at the Yamuna

y Mumbai City clean up drive

y Marathon Man - Model, actor and our Marathon ManMilind Soman ran for 24 hours supporting our cause of saving the environment.

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Pricing

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