DISSERTATION PRESENTATION ON

BRANDING STRATEGIES
OF TOYOTA
&
CUSTOMER AWARENESS
ABOUT BRAND TOYOTA
Presented By:Mriganka Chakraborty
Roll:- 041311
No:- 24190139
Regn No:- 19-110022006

Executive Summary

Project Title
Toyota

Place of Study

Name of the Organization

Name of the Institute : Department of Business Administration. Assam University, Silchar.

Faculty Guide

The sample size is as follows

Branding Strategies of Toyota in Silchar & Consumer Awareness about

: Silchar
: Podder Toyota

: Dr. Dibyojyoti Bhattacharjee, Associate Professor, DBA-JNSMS

: The survey comprises of sample size of 30.

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Objectives of the Study

The main objective or aim of the project is as follows: To understand the branding strategies adopted by
Toyota in Silchar
To determine level of Consumer Awareness about the
brand Toyota.

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Scope of the Study

Study is confined within the Silchar Town.
Study is made on Businessmans, Teachers,
Bankers, Doctors and other established persons.
Study is made to understand the branding strategies
adopted by Toyota in Silchar.
Study is made to determine level of Consumer
Awareness about the brand Toyota.

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Research Methodology

Research type Exploratory research

Sampling unit The research has been done over the doctors,
teachers, businessmen, bankers and other service holders.
Sample size- The survey comprises of sample size of 30 persons
(Bankers, Doctors, Businessmen, and Teachers)
Sampling method- The survey was conducted by the method of
Convenience Sampling.
Research tool - Tool for the research study is Questionnaire and Direct
Personal Interview Method. It is prepared and performed in
accordance to the objective of the study. The questionnaire is in
precise size and simple language.
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INTRODUCTION
Kiichiro laid the foundations of Toyota Motor
Corporation, which was established in 1937.
Toyota Kirloskar Motor Private Limited is joint
venture between Toyota Motor Corporation and the
Kirloskar Group, for the manufacture and sales of
Toyota cars in India. It currently is the 4th largest car
maker in India after Maruti Suzuki, Hyundai, and
Mahindra.

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Mission
Touch the hearts of our customers by providing
products and services of superior quality at a
competitive price.
Cultivate a lean and flexible
throughout the value chain
improvement.

business model
by continuous

Lead the Toyota global operations for the emerging

mass market.

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Vision
Delight our customers through innovative products,
by utilizing advanced technologies and services.

Ensure growth to become a major player in the

Indian auto industry and contribute to the Indian
economy by involving all stakeholders.

Become the most admired and respected company in

India by following the Toyota Way.
Be a core company in global Toyota operations.

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MANUFACTURING

FACILITIES

TKMPL's current plant at Bidadi, Karnataka is

spread across 432 acres and has a capacity of 80,000
vehicles per annum.
TKMPL's second manufacturing plant on the
outskirts of Bangalore; Karnataka has a capacity of
70,000 vehicles per annum. Both plants have a
combined capacity of 150,000 vehicles per annum.

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BRANDING
The American Marketing Association (AMA) defines
a brand as a "name, term, sign, symbol or design, or a
combination of them intended to identify the goods
and services of one seller or group of sellers and to
differentiate them from those of other sellers.

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Contd..
Brand is the identity of your company and products.
It can be represented by a combination of two
components visual and verbal. Visual refers to what
can be seen and recognised, such as logo, colour, font,
shape, design and Verbal refers to words and
descriptions, such as brand story, product name,
slogan.

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 Two commonly used strategies are family branding

and individual branding.
Family branding (or umbrella branding) happens
when your corporate brand and product brands are
the same. You may benefit from the halo effect, with
positive perceptions of your corporate brand being
transferred to any new product brands you develop.

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Individual branding (or multi branding) happens

when all your product brands are unique and
different from your corporate brand. Each product
brand has a unique image and identity, and can be
positioned for different markets with different selling
points.

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Why Brand is Important?

Brand is important because it differentiates you from
the competition. Your brand is made up of goodwill,
reputation and public perception of how your brand is
different.
The better this differentiation is
communicated to consumers, the more your brand
will stand out among its competitors.
Branding involves creating and developing a specific
identity, communicating values and delivering
promises.

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 The next few steps of brand development can be

summarized into
3Cs Communication, Confidence and Connection.

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 Communication addresses how your brand engages

consumers, which is the fundamental aspect of brand
building. This involves getting consumers to become
aware of your brands existence, recognise it and
know what product categories it covers.

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 Confidence addresses the cognitive aspects of your

brand, where consumers trust your brand because of
what it stands for. Confidence can be established
from past experience, feedback from trustworthy
sources and what your brand conveys.

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 Connection addresses the affective aspects of your

brand, where consumers become emotionally attached
to your brand because of its image or associations.
Connection can cause consumers to overlook cognitive
aspects or reasoning and make buying decisions based
on what they like or identify with. They may choose
the product even if it may not be as good as others or
if there are issues or defects.

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 Brand Association refers to anything that connects

consumers to a brand. It can be developed through
elements such as product attributes, imagery and
personality. This is a vital component of consumers
perception of your brand. Positive association
encourages purchase while negative association will
cause consumers to shun your brand even if they are
aware of your existence.

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 Brand Image refers to the total impression created in

the minds of consumers by a brand and all its
functional and emotional associations

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 To succeed in branding you must understand the

needs and wants of your customers and prospects. You
do this by integrating your brand strategies through
your company at every point of public contact.
Your brand resides within the hearts and minds of
customers, clients, and prospects. It is the sum total of
their experiences and perceptions, some of which you
can influence, and some that you cannot.

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Brand Strategy
Your brand strategy is how, what, where, when and to
whom you plan on communicating and delivering on
your brand messages. Where you advertise is part of
your brand strategy. Your distribution channels are
also part of your brand strategy. And what you
communicate visually and verbally are part of your
brand strategy,

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Brand Strategies
These are some of the branding strategies adopted by
companies: Co- Branding
Ingredient Branding
Secondary association
Celebrity endorsements
Re-branding

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 Strategies and Principles Adopted By Toyota:1.The Toyota Way

2. Q-Service

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 Quick Vehicle Service

Quick Vehicle Service Information
Quick Onsite Support
Quick Network Reach
Toyotas Qualified Manpower
Toyotas Inbuilt Quality
Unmatched Warranty
Toyotas Genuine Parts
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Q- Service

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Analysis of Data
Consumers attitude and perception
Here the consumer attitude and perception is measured on
product factor, price factor, place factor, promotion and
advertising factor, and branding factor.

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Product Factor
Do you think Toyota provides the high quality materials to
produce car?
High Quality Materials
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree

73% of the respondents agree that Toyota produces

cars with high quality materials while 27% of the
respondents disagree that Toyota uses high quality
materials.
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 Does Toyota provide consumers to customize car such as options, color,

body parts, and etc.?
Customization Option
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree

53% report that they have the knowledge that Toyota

provides customers with the option of customizing
their car.
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Price factor
Do you think Toyota Car is value for money?
Value For Money
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree

60% Respondents believe that Toyota Car is value for

money while 40% do not think so.

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Place Factor
Does Toyota have the best service centers in Silchar?
Attractive Showrooms
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree

Around 60% respondents believe that Toyota

has the best service centers in Silchar.

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 Does Toyota have high service quality in the showrooms, dealers, and
service centers?

Quality Service
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree

67% respondents believe that Toyota provides high

quality service in showrooms, dealers and service
centres.

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Promotion and Advertising factor

Toyota has attractive sales promotion than other
brands.
Brand Information
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree

54% respondents believe that Toyota has an

attractive sales promotion than other brands.

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 Are you aware of Toyota brand and car information from

advertising
Brand Information
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree

73% respondents report that they are aware of

Toyota Brand and Cars from advertising.

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Branding Factor
Toyota has the positive brand image in Silchar.
Positive Brand Image in Silchar
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree

53% of the respondents believe that Toyota has a positive

brand image in Silchar.

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FINDINGS
Findings for the objective 1:
To understand the branding strategies adopted by Toyota in Silchar
Toyota tries to capture the Silchar market with its proven track record
and world class quality standards.
It follows the Q- Service which stands for quality service.
Highest level of Customer satisfaction and safety standards are
followed.
The trademark TPS (Toyota Production System) delivers unmatched
performance and high efficiency cars.
Best in class service stations and spare parts.
Highly Skilled workforce.
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 Findings for the objective 2:

To determine level of Consumer Awareness about the brand Toyota.
Consumers are aware of the Brand Toyota through newspapers,
advertisings, and promotional activities.
They are aware that Toyota produces cars of highest quality and
international standards.
Various promotional videos featuring endorsement by celebrities like
Virat Kohli has led the customers to gain information about the
Brand Toyota.
The pricing of cars of Toyota is a concern among the customers of
Silchar.

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Suggestion/ Recommendation
Toyota dealers in Silchar i.e. Podder Toyota should do some
more promotional activities to make the customers fully aware
of the features of the Toyota Cars.
The world class quality standards that Toyota is known for
should be highlighted more often in the promotional
campaigns.
The customers should be made aware of the quality that Toyota
provides along with unmatched performance to make each car.
Organising awareness camps to general public and showcasing
the Toyota philosophy of highest level of quality will make the
public more informed about Toyota Brand.

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Conclusion
The name Toyota itself signifies highest quality; this is what
makes the largest automobile manufacturing company in the
world. In the current study undertaken in Silchar about
Toyotas branding strategy and level of customer awareness
about Toyota we find that as Toyota is new to Silchar market it
is relying on its tried and time tested strategies of providing
unmatched service quality (Q- Service) for which it is known
the world over.

The customer awareness about the brand Toyota is positive

but the high price of cars is making the customers a little
hesitant in purchase decisions. But the level of quality and
after sales service that Toyota offers more than makes it up for
its high price.

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THANK YOU

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