Tkm (innova)

Toyota Kirloskar Motor Private Limited .

ByPinaky Tarafder

Bharatiya Vidya Bhavan(BBSR)PGP-I

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

Toyota in India

Toyota in India

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

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 extensive automobile 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

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

TOYOTA INNOVA

“ Toyota Innova” Brand Success

Space Inside: 5Dealer Satisfaction: 5Fuel Consumption: 5Comfort: 5Reliability: 5Looks: 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.

Strategy

•Passenger Occupancy/Space•Looks/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.

“ Toyota Innova” Brand Equity

• 1 Sept 2005: It seems there is hardly any demand for the lower versions with black bumpers 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-wheeler total customer satisfaction study released on Wednesday by leading market information provider.

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

“ Toyota Innova” Brand Identity

Very few actors in Bollywood possess the international standards of expertise that 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 actor that is sought to be celebrated in

the new Toyota Innova advertisement.

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 on the lavish space that the car offers. So next to the driver’s seat sits Siddharth of ’’Ghulam’’, 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 (of ’’Rangeela’’) 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 (of DCH) who asks them to shut up – then mischievously asks both of them if they are twins. Finally, we see Bhuvan (of ’’Lagaan’’) 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 (of ’’Sarfarosh’’) – who asks them where they are headed. Each Aamir has a different answer – Siddhu says “Khandala”, Munna says “Pinky Theatre”, Akash says “Goa” and so on…

“ Toyota Innova” Brand Positioning

Innova is positioned as a luxury MPV.

The brand has the latest technology and is refined to perfection. The brand has roped in Aamir 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.

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.

Camera Effects: 5Concept: 5Execution: 5Model Choice: 5Model Performance: 5Jingle: 5

An Ode to Versatility

Pros:Aamir and his multiple identitiesCons:None

“ Toyota Innova” Brand Image & Personality

Brand Image

The commercial effectively drives home the core Innova values of “perfection, 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

“ Toyota Innova” Brand Repositioning

Brand : InnovaCompany : ToyotaAgency: DensucommBrand Ambassador : Mr. Aamir Khan

Toyota Innova is an interesting brand. Interesting because it redefined the MUV segment in India and also 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.

The pricing of Innova was also inline with the positioning with over 7+ variants and 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 not popular 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.

“ Toyota Innova” Brand Extension

Toyota Other Brands

Includes Toyota Camry, Corolla, Prado.

Need For Brand Extension

Competition Growth

TOYOTA COROLLA

CAMRY

TOYOTA CAMRY

TOYOTA PRADO