By

K. YAMINI
 INTRODUCTION
Marketing Strategy-Meaning
 Marketing strategy is the comprehensive plan
formulated particularly for achieving the
marketing objectives of the organization.
 It provides a blueprint for attaining these
marketing objectives. It is the building block of a
marketing plan. It is designed after detailed
marketing research.
 A marketing strategy helps an organization to
concentrate it’s scarce resources on the best
possible opportunities so as to increase the sales.
 DEFINITION

 The marketing strategy is the way in which the

marketing function organizes its activities to
achieve a profitable growth in sales at a marketing
mix level
 By specifying what resources should be allocated
to marketing.
 By specifying how these resources should be used
to take advantage of opportunities which are
expected to arise in the future.
 IMPORTANCE OF MARKETING STRATEGY

 strategy provides an organization an edge over it’s

competitors.

 Strategy helps in developing goods and services

with best profit making potential.

 Marketing strategy helps in discovering the areas

affected by organizational growth and thereby
helps in creating an organizational plan to cater to
the customer needs.
 Strategy ensures effective departmental co-
ordination.

 It helps an organization to make optimum

utilization of its resources so as to provide a sales
message to it’s target market.

 A marketing strategy helps to fix the advertising

budget in advance, and it also develops a method
which determines the scope of the plan, i.e., it
determines the revenue generated by the
advertising plan.
 ADVANTAGES & DISADVANTAGES

ADVANTAGES OF MARKETING STRATGIES:

 Promotes your business to a target audience.
 Helps you understand your customers.
 Helps brand your business.
 Helps to identify SWOT.

DISADVANTAGE OF MARKETING STRATGIES:

 Cost of marketing.
 Time and effort may not yield a return.
 INDUSTRY PROFILE
The Indian automobile industry is going
through a technological change where each firm is
engaged in changing its processes and
technologies to sustain the competitive advantage
and provide customers with the optimized
products and services.
Starting from the two-wheelers, trucks, and
tractors to the multi utility vehicles, commercial
vehicles and the luxury vehicles, the Indian
automobile industry has achieved tremendous
amount of success in the recent years .
 As per Society of Indian Automobile
Manufacturers (SIAM) the market share of each
segment of the industry is as follows .
The automobile industry had a growth of
15.4 % during April-January 2007, with the average
annual growth of 10-15% over the last decade or so.
 COMPANY PROFILE
 Towards the end of the nineteenth century, Sakichi
Toyota invented Japan’s first power loom ,
revolutionizing the country’s textile industry.
January 1918 saw him create the Toyota Spinning
and Weaving Company, and with the help of his
son, Kiichiro Toyota, Sakichi fulfilled his lifelong
dream of building an automatic loom in 1924.
 Toyota was found in the year 28 Aug 1937 .
 The founder of Toyota is KIICHIRO TOYODA.
 Its headquarters in JAPAN
 Share holder of Toyota is KIRLOSKAR
 The current CEO of Toyota is AKIO TOYODA.
 E Phule Mohan, (2012) in his Ph.D thesis,
“Exploring Marketing strategies and customer
satisfaction in automobile industry: A comparative
study of Aurangabad and Pune city”, found that
telephone, internet are the most preferred sources of
collecting feedback. He also suggested that the
company should use advanced technology and try to
increase the efficiency of car. He also suggested that
with an object to minimize the complain of car
regarding after sales service, the automobile
companies should have direct linkage with the
customers through email, and the company should
focus that whether the customers are really satisfied
with after sales service or not.
 Biswajit Nag, Saikat Banerjee and Rittwik
Chatterjee (2007) says that Automobiles industry is a
symbol of technical marvel by human kind. Being one
of the fastest growing sectors in the world its dynamic
growth phases are explained by nature of competition,
product life cycle and consumer demand. Today, the
global automobile industry is concerned with
consumer demands for styling, safety and comfort and
with labor relations and manufacturing efficiency. The
industry is at the crossroads with global mergers and
relocation of production centers to emerging
developing economies.
This project depends upon the primary as well as
secondary sources.

RESEARCH DESIGN:
Descriptive research design is adopted to
investigate and study the problem.

Research problem:
To analyze the competitors strategies and adopt
them to win over the competitors.
 Sampling Design:
Simple Random Sampling is taken as Sample
Design.
 Sample Size : 100
 Tools used for data collection:
Primary Data:
Self-structured questionnaire used to collect the
required data.
Secondary Data:
The data collected from books, review of literature
and company website.
Primary Objectives:
 To study on Marketing Strategies of Lanson Toyota.

Secondary Objectives:
 To target the new customers.
 To know the competitors strategy and act according to
that.
 DATA ANALYSIS & INTERPRETATION

PERCENTAGE OF TOYOTA OWNERS

Particulars Respondents % on Respondents

Toyota 76 76%
Others 24 24%
Total 100 100%

Toyota Owners

24%
Toyota

76%
Others
INFERENCE:

 76% of the respondents were owners of Toyota.

 24% of the respondents were owners of Others.
CUSTOMER SATISFACTION RATING
CUSTOMER SATISFACTION

Particulars Respondents % on Respondents

Satsified 83 83%
Dissatisfied 17 17%
Total 100 100%

17%
Dissatisfied

83%
Satisfied
INFERENCE:
 83% of the Respondents were satisfied with their cars and
the services of TOYOTA
 However 17% of the Respondents were dissatisfied at the
same time.
 PREFERENCES OF BUYING A NEW CAR
TOYOTA/ HYUNDAI /MARUTI /HONDA
Particulars Respondents % on Respondents
Toyota 18 18%
Maruthi 37 37%
Honda 24 24%
Hundai 21 21%
Total 100 100%
18%
Toyota

21%
Hundai

24%
37%
Honda
Maruthi
INFERENCE:

 18% of the respondents would prefer to buy a Toyota car

against its competitors.
 37% of respondents preferred for Maruti.
 21% and 24% respectively preferred for Hyundai & Honda.
 FINDINGS
 24% of the respondents were owners of Honda
 76% of the respondents were owners of Toyota
 83% of the Respondents were satisfied with their
cars and the services of TOYOTA
 However 17% of the Respondents were dissatisfied
at the same time.
 18% of the respondents would prefer to buy a Toyota
car against its competitors.
 37% of respondents preferred for Maruti.
 21% and 24% respectively preferred for Hyundai &
Honda.
 SUGGESSIONS
 Toyota should adopt the defensive marketing
strategy because as being one of the largest car
producer in the international market.
 Toyota must at the moment carry out a feasibility
study for launching a vehicle in the domestic
market where it has models like the Innova and
Camry amongst others.
 Toyota should conduct market survey in Indian
market for quails in order to know the perception
of Indian consumers.
 CONCLUSION
 Based on my experience in the LANSON TOYOTA the
marketing strategies followed by them are very tactic
and different from other competitors.

 So, if they follow the same strategies, they will develop

like a boom to marketing society.
THANK YOU