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Toyota Kirloskar Motor Private Limited .

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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.

Working towards perfection

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Toyota in India

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Toyota vehicles are sold in more than 160 countries and regions throughout theworld.

Based on the policy to "think globally and act locally", we develop and provide

vehicles that fulfill the regional needs of each country.

Along with manufacturing and sales activities in each region, we provide extensiveautomobile industry know-how, including manufacturing, development and sales,

through technological transfers to local companies.

In this way, we are helping people in each region to make automobiles that meet

their needs.

Meeting the Automotive needs of more than 160 countries

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By October 1999, 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

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TOYOTA INNOVA

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Toyota Innova BrandSuccess

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Space Inside: 5

Dealer Satisfaction: 5

Fuel Consumption: 5

Comfort: 5

Reliability: 5

Looks: 5

Innova: First Quality Product In India

| Updated Nov 08, 2005 05:09 PM |

Source: http://www.mouthshut.com/review/Toyota_Innova-70931-1.html

Toyota Innova Review

*In scale of five.

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Strategy

Passenger Occupancy/SpaceLooks/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. Creating intelligent solutions for

today's mobility challenges and taking responsibility for future

generations. That's the mission that motivates Toyota.

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Toyota Innova BrandEquity

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1 Sept 2005: It seems there is hardly any demand for the lower versions with blackbumpers etc. Most of the demand is for higher leather clad versions. Toyota is

adjusting production for the same.

With the target of 4000 cars per month . Overall Innova seems to be a big success!

Innova Pros:

Engine, Reliability, Family Vehicle

Toyota Innova achieve top honours in upper premium compact and SUV

segments respectively, according to the findings of the 2005 four-wheelertotal customer satisfaction study released on Wednesday by leading market

information provider.

Source: http://www.articlearchives.com/marketing-advertising/marketing-advertising-measures/1850759-1.html

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Toyota Innova BrandIdentity

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Very few actors in Bollywood possess the international standards of expertisethat Aamir Khan does. 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 actorthat is sought to be celebrated in

the new Toyota Innova advertisement.

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The advertisement begins with Aamir in his latest avatar the cool dude of his forthcoming

film, Rang de basanti chola driving the latest Toyota vehicle, the Innova. The focus is onthe lavish space that the car offers. So next to the drivers seat sits Siddharth ofGhulam,

who spits his chewing gum out of the window. But since the windows are shut, the damn thing

sticks to the pane. Siddhu sheepishly puts the gum back into his mouth.

Munna (ofRangeela) who is on the back seat, starts having an argument with Siddhu and

calls him Angoothe ke dukaan, referring to his multiple rings on fingers. Seated next to

Munna is our Akash (ofDCH) who asks them to shut up then mischievously asks both of

them if they are twins. Finally, we see Bhuvan (ofLagaan) perched in the rear along with his

cricket gear.

As the car glides along the highway, it meets a police barricade. The car is stopped by a CBI

officer none other than Ajay Singh Rathod (ofSarfarosh) who asks them where they are

headed. Each Aamir has a different answer Siddhu says Khandala, Munna says PinkyTheatre, Akash says Goa and so on

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Toyota Innova BrandPositioning

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Innova is positioned as a luxury MPV.

The brand has the latest technology and is refined to perfection. The brand has roped inAamir Khan as the brand ambassador.

Innova is positioned as a vehicle for all purposes .

The brand uses the tagline " All you desire " and the ads are also catchy.

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.

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The advertisement of Corolla with Rahul Khanna suggests that Toyota is bugged by

celebrity paranoia.

The basic positioning of Innova is as a getaway vehicle that is spacious, trendy and

upmarket. Innova has tried to distance itself from the Qualis ,its successful

predecessor which was popular as a Taxi .So it was necessary that Innova be promoted as an upmarket car that can be

associated with the successful. So Aamir make sense. The execution was perfect so

was Aamir.

Let us see why Toyota has used Aamir for its product.

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Camera Effects: 5

Concept: 5

Execution: 5

Model Choice: 5

Model Performance: 5

Jingle: 5

An Ode to Versatility

Pros:Aamir and his multiple identities

Cons:

None

http://www.mouthshut.com/product-reviews/Toyota_Innova_'Aamir_Khan'_commercial-925052367.html

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Toyota Innova Brand Image & Personality

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Brand Image

The commercial effectively drives home the core Innova

values ofperfection, innovation, versatility and

performance. The message about the generous space

inside the vehicle comes across quite clearly, even as

you marvel at this genius called Aamir!

Brand Image & Celebrity

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Toyota Innova Brand Repositioning

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Brand : InnovaCompany : Toyota

Agency: Densucomm

Brand Ambassador : Mr. Aamir Khan

Toyota Innova is an interesting brand. Interesting

because it redefined the MUV segment in India andalso it replaced the famous Toyota Qualis . Innova

was launched in 2005. It replaced the successful

Qualis when the sales of Qualis was at its peak.

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The pricing of Innova was also inline with the positioning with over 7+ variantsand priced at a premium.

Toyota would like to see less Innova Taxis and more families owning Innova.The

current ad will help them in realizing that objective.

Toyota decided to replace Qualis because of two reasons.

Qualis was a major success among the tour operator segment but was notpopular at the individual/home segment.

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.

Further, Toyota wanted to appeal to the individual/home users rather than the

commercial segment.

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Toyota Innova BrandExtension

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Toyota Other Brands

Includes Toyota Camry, Corolla, Prado.

Need For Brand Extension

Competition

Growth

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TOYOTA COROLLA

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TOYOTA CAMRY

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TOYOTA PRADO

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Thank you

Presented By: Praduman Gupta

Roll No. : P0 626

PGDBM (PT) 6th SemJ.I.M.S, Rohini