Segmentation Targeting & PositioningMIDHU MENON

contents•Indian market overview•Survey•Product launch•STP•Marketing Mix•Competitor Analysis•SWOT Analysis

Indian car market overview

•India represents one of the world’s largest car markets.

•Easy availability of finance and rising income levels are encouraging the middle class population to choose from the vast range of passenger vehicles.

Indian car market overview•The Indian auto industry has been recording tremendous growth over the years and has emerged as a major contributor to India’s gross domestic product (GDP).

•The industry currently accounts for almost 7 per cent of the country’s GDP and employs about 19 million people both directly and indirectly.

Indian car market overview

Indian car market overview

Indian car market overviewCars belonging to segment A has huge sales as shown in previous slide.So there is a huge market potential in this segment due to mainly :•Foreign automakers not focused on Indian wants.• Indian preference- cheaper small cars than sedans or SUVs. •The untapped potential of rural markets- The appetite for cars in rural areas has grown tremendously in recent years, and already accounts for 30 percent of the total market.

Survey

A survey was conducted among youth aged between 20-30.

Q.1. would you prefer a car over bike if available for 1 lakh rupees?

70%

30%

Prefer car over bike

yes

no

Q.2. would you buy a car for 1 lakh as your first car or 2nd car?

56%

44%

Prefer as 1st or 2nd

1st car

2nd car

Q.3.Rank in order of your priority1

23

4 45

67

8

safety

fuel efficiency

performance

design

interior space

service

a/c

power steering

power window

Product Launch

Toyo Motors India pvt.ltd

We are proud to present you..All new 2014

TOYO IQ ...

Intelligent people’s buy!

SpecificationsBodytype

Hatchback(3 door)Fuel type:

Petrol/Electric(Hybrid)Performance

Maximum speed (km/h)-1500–100 km/h (secs)-14,7

SafetyFront airbags

ABSPassenger Capacity:4

BrakesFront brakes-Disc Rear brakesDrum

EngineNumber of cylinders-3

valve mechanism-12 Valve DOHC Chain Drive Fuel system-MPFI(Multi-port fuel injection)

Displacement (cc)-998

Mileage:

32km/l-Highway

26.5 km/l-city

Power steering

Power window

Transmission-Automatic/5-speed manual

Available in colors:

Interiors:

Segmentation

Toyo IQ is an entry level hatchback mainly for middle income and people looking for a 2nd car

buy.

Targeting

Toyo IQ is targeted at the youth and the people living in rural India.

Positioning

Toyo IQ is positioned as an economical fuelefficient car with quality built with lots offeatures that are mainly available in high endcars.

So the tagline: “Intelligent people’s buy”

Marketing Mix

Product: A true head turner with stylish andsleek design with loads and lots of features toboast about and suitable for youth and family .

Price: a highly competitive price in the segmentno other car can claim. Priced at 1 lakh rupees.The deal breaker of the century .

Place: Toyo plans to have extensive dealershipopened all over India to cater both the cities andrural area equally.Promotion: There is already a Buzz about 1 Lakh carso word of mouth publicity, advertisementcampaigns with regional stars focused at each stateand also online promotions, zero interest loans for1st 10,000 customers.

Competitor analysis

Tata Nano - Specifications

Mileage:- 20 km/l

Fuel tank:- 15 l

Engine:- 624 cc

Ground clearance:180mm

Gear box:- 4-speed

Swot Analysis

Strength:

PriceQualityFuel economySuitable for all Indian conditionsPowerful engine and performanceManual/automatic transmissionHybrid fuel

Weakness:

Only 1 variant available in the market

3 doors

Opportunities

Diesel engine

More variants

Export

Threats

Comparison to Nano

Tax increase by government

New policies by government

New competitors