Dissertation Presentation( Cp-402)

8/17/2019 Dissertation Presentation( Cp-402)

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DISSERTATION PRESENTATION ON

BRANDING STRATEGIESOF TOYOTA &

CUSTOMER AWARENESSABOUT BRAND TOYOTA

Presented By:-

Mriganka ChakrabortyRoll:- !"#""

No:- $!"%"#%

Regn No:- "%-""$$&



E'e()ti*e S)++ary

• Pro,e(t Title : Branding Strategies o. Toyota in Sil(har / Cons)+er A0areness abo)t

Toyota1

• Pla(e o. St)dy : Sil(har

• Na+e o. the Organi2ation : Podder Toyota

• Na+e o. the Instit)te : De3art+ent o. B)siness Ad+inistration4 Assa+ 5ni*ersity6 Sil(har4

• 7a()lty 8)ide : Dr4 Dibyo,yoti Bhatta(har,ee6 Asso(iate Pro.essor6 DBA-9NSMS

• The sa+3le si2e is as .ollo0s : The s)r*ey (o+3rises o. sa+3le si2e o. #4

5/3/16 CP-402 (DISSERTATION) 2



Ob,e(ti*es o. the St)dy

• The +ain ob,e(ti*e or ai+ o. the 3ro,e(t is as .ollo0s:-

• To )nderstand the branding strategies ado3ted by

Toyota in Sil(har

• To deter+ine le*el o. Cons)+er A0areness abo)t the

brand Toyota4




Scope of the Study

• St)dy is (on.ined 0ithin the Sil(har To0n4

• St)dy is +ade on B)siness+ans6 Tea(hers6

Bankers6 Do(tors and other established 3ersons4

• St)dy is +ade to )nderstand the branding strategies

ado3ted by Toyota in Sil(har4

• St)dy is +ade to deter+ine le*el o. Cons)+er

A0areness abo)t the brand Toyota4




Resear(h Methodology

• Resear(h ty3e ; E'3loratory resear(h

• Sa+3ling )nit ; The resear(h has been done o*er the do(tors6

tea(hers6 b)siness+en6 bankers and other ser*i(e holders4

• Sa+3le si2e- The s)r*ey (o+3rises o. sa+3le si2e o. # 3ersons

<Bankers6 Do(tors6 B)siness+en6 and Tea(hers=

• Sa+3ling +ethod- The s)r*ey 0as (ond)(ted by the +ethod o.

Con*enien(e Sa+3ling4

• Resear(h tool - Tool .or the resear(h st)dy is >)estionnaire and Dire(t

Personal Inter*ie0 Method4 It is 3re3ared and 3er.or+ed in

a((ordan(e to the ob,e(ti*e o. the st)dy4 The ?)estionnaire is in

3re(ise si2e and si+3le lang)age4




INTROD5CTION

• @ii(hiro laid the .o)ndations o. Toyota Motor

Cor3oration6 0hi(h 0as established in "%#4

• Toyota @irloskar Motor Pri*ate i+ited is ,oint

*ent)re bet0een Toyota Motor Cor3oration and the@irloskar 8ro)36 .or the +an).a(t)re and sales o.

Toyota (ars in India4 It ()rrently is the !th largest (ar

+aker in India a.ter Mar)ti S)2)ki6 y)ndai6 and

Mahindra4




5/3/16 CP-402 (DISSERTATION)



Mission

• To)(h the hearts o. o)r ()sto+ers by 3ro*iding

3rod)(ts and ser*i(es o. s)3erior ?)ality at a

(o+3etiti*e 3ri(e4

• C)lti*ate a lean and .le'ible b)siness +odelthro)gho)t the *al)e (hain by (ontin)o)s

i+3ro*e+ent4

• ead the Toyota global o3erations .or the e+erging

+ass +arket4

5/3/16 CP-402 (DISSERTATION) !



MAN57ACT5RIN8 7ACIITIES

• T@MPFs ()rrent 3lant at Bidadi6 @arnataka is

s3read a(ross !#$ a(res and has a (a3a(ity o. G6

*ehi(les 3er ann)+4

• T@MPFs se(ond +an).a(t)ring 3lant on theo)tskirts o. BangaloreH @arnataka has a (a3a(ity o.

6 *ehi(les 3er ann)+4 Both 3lants ha*e a

(o+bined (a3a(ity o. "6 *ehi(les 3er ann)+4




BRANDIN8

• The A+eri(an Marketing Asso(iation <AMA= de.ines

a brand as a Jna+e6 ter+6 sign6 sy+bol or design6 or a

(o+bination o. the+ intended to identi.y the goods

and ser*i(es o. one seller or gro)3 o. sellers and todi..erentiate the+ .ro+ those o. other sellers4




Contd..

• Brand is the identity o. yo)r (o+3any and 3rod)(ts4

It (an be re3resented by a (o+bination o. t0o

(o+3onents ; *is)al and *erbal4 is)al re.ers to 0hat

(an be seen and re(ognised6 s)(h as logo6 (olo)r6 .ont6sha3e6 design and erbal re.ers to 0ords and

des(ri3tions6 s)(h as brand story6 3rod)(t na+e6

slogan4




• T0o (o++only )sed strategies are .a+ily branding

and indi*id)al branding4

• 7a+ily branding (or )+brella branding= ha33ens

0hen yo)r (or3orate brand and 3rod)(t brands arethe sa+e4 Ko) +ay bene.it .ro+ the halo e..e(t6 0ith

3ositi*e 3er(e3tions o. yo)r (or3orate brand being

trans.erred to any ne0 3rod)(t brands yo) de*elo34




• Indi*id)al branding <or +)lti branding= ha33ens

0hen all yo)r 3rod)(t brands are )ni?)e and

di..erent .ro+ yo)r (or3orate brand4 Ea(h 3rod)(tbrand has a )ni?)e i+age and identity6 and (an be

3ositioned .or di..erent +arkets 0ith di..erent selling

3oints4




hy Brand is I+3ortantL

• Brand is i+3ortant be(a)se it di..erentiates yo) .ro+

the (o+3etition4 Ko)r brand is +ade )3 o. good0ill6

re3)tation and 3)bli( 3er(e3tion o. ho0 yo)r brand is

di..erent4 The better this di..erentiation is

(o++)ni(ated to (ons)+ers6 the +ore yo)r brand

0ill stand o)t a+ong its (o+3etitors4

• Branding in*ol*es (reating and de*elo3ing a s3e(i.i(

identity6 (o++)ni(ating *al)es and deli*ering3ro+ises4




• The ne't .e0 ste3s o. brand de*elo3+ent (an be

s)++ari2ed into

• #Cs ; Co++)ni(ation6 Con.iden(e and Conne(tion4




• Co++)ni(ation addresses ho0 yo)r brand engages

(ons)+ers6 0hi(h is the .)nda+ental as3e(t o. brand

b)ilding4 This in*ol*es getting (ons)+ers to be(o+ea0are o. yo)r brands e'isten(e6 re(ognise it and

kno0 0hat 3rod)(t (ategories it (o*ers4




• Con.iden(e addresses the (ogniti*e as3e(ts o. yo)r

brand6 0here (ons)+ers tr)st yo)r brand be(a)se o.

0hat it stands .or4 Con.iden(e (an be established.ro+ 3ast e'3erien(e6 .eedba(k .ro+ tr)st0orthy

so)r(es and 0hat yo)r brand (on*eys4

5/3/16 CP-402 (DISSERTATION) 1!



• Conne(tion addresses the a..e(ti*e as3e(ts o. yo)r

brand6 0here (ons)+ers be(o+e e+otionally atta(hed

to yo)r brand be(a)se o. its i+age or asso(iations4

Conne(tion (an (a)se (ons)+ers to o*erlook (ogniti*e

as3e(ts or reasoning and +ake b)ying de(isions based

on 0hat they like or identi.y 0ith4 They +ay (hoose

the 3rod)(t e*en i. it +ay not be as good as others or

i. there are iss)es or de.e(ts4

5/3/16 CP-402 (DISSERTATION) 1"



• Brand Asso(iation re.ers to anything that (onne(ts

(ons)+ers to a brand4 It (an be de*elo3ed thro)gh

ele+ents s)(h as 3rod)(t attrib)tes6 i+agery and

3ersonality4 This is a *ital (o+3onent o. (ons)+ers

3er(e3tion o. yo)r brand4 Positi*e asso(iation

en(o)rages 3)r(hase 0hile negati*e asso(iation 0ill

(a)se (ons)+ers to sh)n yo)r brand e*en i. they are

a0are o. yo)r e'isten(e4




• Brand I+age re.ers to the total i+3ression (reated in

the +inds o. (ons)+ers by a brand and all its

.)n(tional and e+otional asso(iations




• To s)((eed in branding yo) +)st )nderstand the

needs and 0ants o. yo)r ()sto+ers and 3ros3e(ts4 Ko)

do this by integrating yo)r brand strategies thro)gh

yo)r (o+3any at e*ery 3oint o. 3)bli( (onta(t4

• Ko)r brand resides 0ithin the hearts and +inds o.

()sto+ers6 (lients6 and 3ros3e(ts4 It is the s)+ total o.

their e'3erien(es and 3er(e3tions6 so+e o. 0hi(h yo)

(an in.l)en(e6 and so+e that yo) (annot4




Brand Strategy

• Ko)r brand strategy is ho06 0hat6 0here6 0hen and to

0ho+ yo) 3lan on (o++)ni(ating and deli*ering on

yo)r brand +essages4 here yo) ad*ertise is 3art o.

yo)r brand strategy4 Ko)r distrib)tion (hannels are

also 3art o. yo)r brand strategy4 And 0hat yo)

(o++)ni(ate *is)ally and *erbally are 3art o. yo)r

brand strategy6




Brand Strategies

• These are so+e o. the branding strategies ado3ted by

(o+3anies:-

• Co- Branding

• Ingredient Branding

• Se(ondary asso(iation

•

Celebrity endorse+ents

• Re-branding




• Strategies and Prin(i3les Ado3ted By Toyota:-

"4The Toyota ay

$4 >-Ser*i(e




• >)i(k ehi(le Ser*i(e

• >)i(k ehi(le Ser*i(e In.or+ation

• >)i(k Onsite S)33ort

• >)i(k Net0ork Rea(h

• Toyotas >)ali.ied Man3o0er

•

Toyotas Inb)ilt >)ality

• 5n+at(hed arranty

• Toyotas 8en)ine Parts




>- Ser*i(e




Analysis o. Data

• Cons)+ers attit)de and 3er(e3tion

• ere the (ons)+er attit)de and 3er(e3tion is +eas)red on

3rod)(t .a(tor6 3ri(e .a(tor6 3la(e .a(tor6 3ro+otion and

ad*ertising .a(tor6 and branding .a(tor4




Prod)(t 7a(tor

• Do yo) think Toyota 3ro*ides the high ?)ality +aterials to3rod)(e (arL


High Quality Materials

S#$%' D*+,'$

D*+,'$

N.#$,

A'$

S#$%' A'$

73% of the respondents agree that Toyota producescars with high quality materials while 27% of therespondents disagree that Toyota uses high qualitymaterials.



• Does Toyota 3ro*ide (ons)+ers to ()sto+i2e (ar s)(h as o3tions6 (olor6

body 3arts6 and et(4L


ustomi!ation "ption

S#$%' D*+,'$

D*+,'$

N.#$,

A'$

S#$%' A'$

#3% report that they ha$e the nowledge that Toyotapro$ides customers with the option of customi!ingtheir car.



Pla(e 7a(tor

• Does Toyota ha*e the best ser*i(e (enters in Sil(harL


-ttracti$e Showrooms

S#$%' D*+,'$

D*+,'$N.#$,

A'$

S#$%' A'$

-round ()% respondents +elie$e that Toyotahas the +est ser$ice centers in Silchar.



• Does Toyota ha*e high ser*i(e ?)ality in the sho0roo+s6 dealers6 and

ser*i(e (entersL

•


Quality Ser$iceS#$%' D*+,'$

D*+,'$

N.#$,

A'$

S#$%' A'$

(7% respondents +elie$e that Toyota pro$ides highquality ser$ice in showrooms dealers and ser$icecentres.



Pro+otion and Ad*ertising .a(tor

• Toyota has attra(ti*e sales 3ro+otion than other

brands4


0rand 1nformationS#$%' D*+,'$

D*+,'$

N.#$,

A'$

S#$%' A'$

#,% respondents +elie$e that Toyota has anattracti$e sales promotion than other +rands.



• Are yo) a0are o. Toyota brand and (ar in.or+ation .ro+

ad*ertising


0rand 1nformationS#$%' D*+,'$

D*+,'$

N.#$,

A'$

S#$%' A'$

73% respondents report that they are aware ofToyota 0rand and ars from ad$ertising.



Branding 7a(tor

• Toyota has the 3ositi*e brand i+age in Sil(har4


2ositi$e 0rand 1mage in Silchar

S#$%&'() D*+,'$--

D*+,'$--N-.#$,(

A'$--

S#$%&'() A'$--

#3% of the respondents +elie$e that Toyota has a positi$e+rand image in Silchar.

7INDIN8S



7INDIN8S

• 7indings .or the ob,e(ti*e ":

• To )nderstand the branding strategies ado3ted by Toyota in Sil(har

• Toyota tries to (a3t)re the Sil(har +arket 0ith its 3ro*en tra(k re(ord

and 0orld (lass ?)ality standards4

• It .ollo0s the >- Ser*i(e 0hi(h stands .or ?)ality ser*i(e4

• ighest le*el o. C)sto+er satis.a(tion and sa.ety standards are

.ollo0ed4

•

The trade+ark TPS <Toyota Prod)(tion Syste+= deli*ers )n+at(hed3er.or+an(e and high e..i(ien(y (ars4

• Best in (lass ser*i(e stations and s3are 3arts4

• ighly Skilled 0ork.or(e4




• 7indings .or the ob,e(ti*e $:

• To deter+ine le*el o. Cons)+er A0areness abo)t the brand Toyota4

• Cons)+ers are a0are o. the Brand Toyota thro)gh ne0s3a3ers6

ad*ertisings6 and 3ro+otional a(ti*ities4

• They are a0are that Toyota 3rod)(es (ars o. highest ?)ality and

international standards4

• ario)s 3ro+otional *ideos .eat)ring endorse+ent by (elebrities like

irat @ohli has led the ()sto+ers to gain in.or+ation abo)t the

Brand Toyota4

• The 3ri(ing o. (ars o. Toyota is a (on(ern a+ong the ()sto+ers o.

Sil(har4




S)ggestion Re(o++endation

• Toyota dealers in Sil(har i4e4 Podder Toyota sho)ld do so+e

+ore 3ro+otional a(ti*ities to +ake the ()sto+ers .)lly a0are

o. the .eat)res o. the Toyota Cars4

• The 0orld (lass ?)ality standards that Toyota is kno0n .or

sho)ld be highlighted +ore o.ten in the 3ro+otional

(a+3aigns4

• The ()sto+ers sho)ld be +ade a0are o. the ?)ality that Toyota

3ro*ides along 0ith )n+at(hed 3er.or+an(e to +ake ea(h (ar4

• Organising a0areness (a+3s to general 3)bli( and sho0(asing

the Toyota 3hiloso3hy o. highest le*el o. ?)ality 0ill +ake the

3)bli( +ore in.or+ed abo)t Toyota Brand4




Con(l)sion

• The na+e Toyota itsel. signi.ies highest ?)alityH this is 0hat

+akes the largest a)to+obile +an).a(t)ring (o+3any in the

0orld4 In the ()rrent st)dy )ndertaken in Sil(har abo)t

Toyotas branding strategy and le*el o. ()sto+er a0areness

abo)t Toyota 0e .ind that as Toyota is ne0 to Sil(har +arket itis relying on its tried and ti+e tested strategies o. 3ro*iding

)n+at(hed ser*i(e ?)ality <>- Ser*i(e= .or 0hi(h it is kno0n

the 0orld o*er4

• The ()sto+er a0areness abo)t the brand Toyota is 3ositi*e

b)t the high 3ri(e o. (ars is +aking the ()sto+ers a little

hesitant in 3)r(hase de(isions4 B)t the le*el o. ?)ality and

a.ter sales ser*i(e that Toyota o..ers +ore than +akes it )3 .or

its high 3ri(e4




TH-4 5"6

Dissertation Presentation( Cp-402)

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