MARKETING MANAGEMENT

CAMPAIGN REVIEW TOYOTA COROLLA ALTIS GRANDE

SUBMITTED TO MR. NAJEEB AGRAWALLA

12/24/2014

SUBMITTED BY GROUP B (EMBA 3)

GROUP MEMBERS: 1. Danish Murtaza ERP # 08710

2. Khateeb Hussain ERP # 08692

3. Tayyab Nihal ERP # 08695

4. M.Yasir Shehbaz ERP # 08714

5. S.M. Asad ERP # 08691

Table of Contents

Table of Contents 1

The Campaign 2

Toyota Grande 2014 2

the Creator’s Message 2

Introduction 3

Theme and Concept 4

Demonstration 4

Offering 5

The product and brand 5

Stage in product life cycle 5

Market Share 5

Brand’s Market Share 5

Model’s Market Share 6

Popularity 6

Uniqueness 6

Quality 6

Communication objectives 6

Target Audience 7

Message Design 7

Message Appeal 7

Message Structure 7

Message Format 7

Source Credibility 8

Media 8

Placement 8

Cost 11

Critique 11

Positive 11

Negative 11

Recommendations 11

The Campaign

Toyota Grande 2014

FINALLY, THE WAIT IS OVER

PROUDLY PRESENTS-ALL NEW TOYOTA ALTIS GRANDE

With A Dynamic, prestige-boasting exterior, an iconic interior, advanced features and technology, the new

Corolla Altis Grande delivers a superior driving experience along with the Toyota’s enduring promise of trusted

quality and reliability.

THE CREATOR’S MESSAGE

The first generation corolla hit the market in 1966, and this year marks its 48th anniversary. With each new

generation, the corolla has adopted new concepts and technologies, and in its history with Toyota, the corolla has take

the role of a leader in the motorization of the world. This new model marks the 11th generation, and the corolla is now

manufactured in 16th production based and sold in 154 countries around the world. Hence, the corolla has grown to

literally become a global car. I believe this feat has been achived because each successive development ream as

observed the philosophy set forth by Tatsuo Hasagawa, Chief Engineer of the first generation model, to develop a

“corolla that brings happiness and well-being to people around the world”

Shinichi Yasui

Chief Engineer

TOYOTA Product Planning Group ZE

GRACEFUL EXTERIOR, SIMPLY STUNNING

A modern and clean design gives the all-new Corolla Altis Grande a beautifully proportioned stance, along with a

distinct presence on the road, inspiring confidence for an unmatched driving experience, unlike any other

Introduction

In July 2014, Indus Motor Company (Toyota Pakistan) has launched 11th Generation of Corolla,

nationwide and its promotional campaign is still going on. In the following review we have tried to

summarized this campaign and explain all the promotional events taken place or taking place in

this regard.

Company Overview:

Indus Motor Company Limited (IMC) incorporated in 1989 as a joint venture company between the

between the House of Habib (HOH), a local conglomerate and Toyota Motor Corporation (TMC)

and Toyota Tsusho Corporation (TTC) of Japan. The company manufactures and markets Toyota

brand vehicles in Pakistan. The main product offerings include several variants of the flagship

“Corolla” in the passenger cars category, “Hilux” in the light commercial vehicles segment and

“Fortuner” in Sport Utility Vehicle (SUV) segment. The Company also sells limited units of Daihatsu

brand vehicles.

The manufacturing facility and offices are located at a 105 acre site in Port Qasim, Karachi, while

the product is delivered to end customers nationwide through a strong network of 39 independent

3S dealerships spread across the country. In its 25 years history since inception, IMC has sold

more than 500,000 CBU/CKD vehicles and has demonstrated an impressive growth, in terms of

volumetric increase from a modes beginning of 20 vehicles per day production in 1993 to 220 units

daily at present through the development of human talent embracing the “Toyota Way” of quality

and lean manufacturing. Over the years, IMC has made large scale investments in enhancing its

own capacity and in meeting customer requirements for new products. Today, Corolla is the largest

selling automotive brand model in Pakistan and it also has the distinction of being #1 in Toyota’s

Asian market.

The company invests heavily in 2,000 plus workforce of team members and management

employees and creating a culture of high performing empowered teams working seamlessly across

processes in search of quality and continuous improvement (kaizen). The core values of the

company encourage employees to pursue high standards of business ethics and safety;

communicate candidly by giving bad news first and respect for people. The bi-annual TMC morale

surveys show employees giving a high positive score to the IMC work environment and level of job

satisfaction.

The company has played a major role in the development of the entire value chain of the local auto

industry and is proud to have contributed in poverty alleviation at the grass root level by nurturing

localization that in turn has directly created thousands of job opportunities and transferred

technology to 60 vendors supplying parts.

Theme and Concept

The theme and concept behind this campaign is to generate a WOW factor amongst the customer

and to make customers aware of the fact that Toyota keeps on striving with innovative ideas to

provide safe and sound journey.

Demonstration

The campaign is focusing on the upper and upper middle segment of the society and the TV

commercial and newspaper ads very clearly conveys the message that vehicle is suitable for very

member of the family, male or female, young or old, executive or student. The vehicle splitting

concept in the TVC has remarkably covered it.

Glimpses of TVC:

Offering

The product and brand

Toyota has introduced the brand new Toyota Corolla Altis Grande 1.8L in July 2014. Packed with

speed, performance, & a new generation engine with a continuously-built indication Technology,

this time around it is extremely responsive, unconditionally powerful and indeed more fun to Drive.

This is the 4th model of the internationally acclaimed sedan to be made by IMC, as per Toyota’s

Global Quality Standards.

With the new Corolla, Toyota aim to excite their clients on a completely new level. For this, they

spent around $100 million in technology transfer and manufacturing facility improvements.

Mechanically, the TOYOTA Corolla Grande Altis 2014 is basically unaffected. The Toyota Altis is

available with petrol and turbo diesel engine choices that are carried over from the earlier

generation version

The petrol driven 2014 Corolla Altis features a 1.8 liter-4 cylinder organically aspirated motor that

yield 182 Bhp of peak power and 173 Nm of peak torque. The diesel engine is a 1.4 liter-4 cylinder,

turbo-charged unit that outputs 87 Bhp and 205 Nm. The petrol engine is a peppy performer as the

diesel motor is a economical operator.

All variants of the 2014 Corolla Altis pack in double airbags and ABS+EBD as standard safety

measures. The new Toyota Altis is considerably larger than the version it substitute. The new

vehicle is a full 75 millimeter longer, and this additional length also translates into a longer

wheelbase and enhances leg room for the back passengers.

Stage in product life cycle Grande is launched three months back therefore it is in initial phases of PLC.

Market Share

Brand’s Market Share

Because we only have the “Big Three” companies with dealerships –Suzuki– being the cheapest,

covers 33%, Toyota 28% and Honda has a market share of 25%. The remaining 14% cover all

other brands. The order makes sense when you get to see people’s perception of overpriced

brands, which puts Honda to the most overpriced brand, Toyota after that, and Suzuki at the third,

exactly the reverse order.

Model’s Market Share

A bit surprising, but most of the cars out there are Corollas, 13%, while it’s rival, Civic has 12%

share. Now that may sound good to Toyota people but only for a while, because that 13% consists

the 1.3, 1.6 and 1.8 Liter variants, and a general perception is that 80-90% of Corollas out there

are 1.3s, so in this regard, Indus people should be worried about what they’re doing wrong. More

surprising facts, Suzuki Mehran and Honda City have same market share, 10%, which again is a

very, very good news for Honda people because Mehran comes in different price ranges, some of

them making less than one-third of what you would pay for a City. Other car models cover 47% of

the market.

Popularity

“Expected” is what you would say, because Toyota is the most popular brand among Pakistanis,

Honda after that, and Suzuki at third. The reason for Toyota being so popular is their workhorse –

Corolla– which has been present in our country for more than four decades, maybe five. This car is

so popular that I have seen people who know “Corolla” as the company rather than Toyota.

Uniqueness

Once again, Honda takes it. The results show that Honda makes the most unique cars, Toyota, the

second most, and Suzuki, again comes at the third rank.

Quality

Someone may say that Toyotas are more durable, but when it comes to quality, people’s opinion is

that Honda is the most high quality brand in Pakistan. Toyota, though, comes at the second, and

third, surprisingly, goes to Mitsubishi.

Surveys like these could really help car buyers, sellers and automakers in various ways. The

companies can get a better insight of what people think about their brand and where do they stand

in the local market. The reason why we see only Toyota, Honda and Suzuki is the same, “Big

Three”. Had there been more dealerships out there for the middle class, more interesting and

surprising would’ve been the response, and this goes to the officials out there controlling the

taxation and other stuff like that, keeping other automakers from establishing dealerships.

Communication objectives

Toyota’s segmentation and target market is guided by its philosophy of ‘right car in the right place’:

It has segmented all the countries across the globe as its market.

All of Toyota's vehicles speak to different consumer segmentation.

Based on income, gender, life cycle stages, needs/desires, etc.

Vehicles are designed so as to attract on the basis of lifestyle choices and specific attitudes.

Toyota uses a psycho-graphic and behavioral approach to segmenting the market.

Target Audience

Toyota Target audience on the basis of socio-economic, demographic and geographic grounds:

Targets on conscious consumers who place an importance on the environment.

Targets individuals that want to save at the gas pumps.

Targets individuals that care about safety, family, quality, etc.

Targets on consumers interested in functionality and recreation.

Targets a more sophisticated, "classy" consumer, individuals interested in style, luxury, comfort,

status etc.

Targets the middle aged consumer who care about family, safety, security, prestige....all

wrapped up in a stylish bow.

Message Design

Message Appeal

The main appeal in the ad was of defining unique technical features of Corolla Altis. In Pakistan

one can hardly find such featured cars. Message appeal of this commercial can be describe in 5

simple words

1. Comfort

2. Elegant design

3. Smooth Drive

4. Boost with technology

5. Passion

Message Structure

The message structure in the ad was very explicit and clear. Advertiser use deductive approach to

communicate with audience .Every feature of the car is being defined very precisely step by step.

When the direct approach is used the main idea (such as a recommendation, conclusion, or

request) comes in the start of ad, followed by the evidence. This approach is used when your

audience will be neutral or positive about your message. The direct approach usually mandates

that you lead off with a summary of your key findings, conclusions, and recommendations. This

"up-front" arrangement is by far the most popular and convenient. It saves time and makes the rest

of the advertisement easier to follow. For those who have questions or want more information, later

parts of the commercial provide complete findings and supporting details. The direct approach also

produces a more forceful argument.

Message Format

In delivering the message, expression support with music methodology is used. No dialogues have

been cast-off to convey the message rather the car features has been described through visuals. It

has been display on billboards and on TV commercials.

Source Credibility

Since Toyota itself considered as most trustworthy source of this commercial. Toyota launches its

first car in 1993 in Pakistan, from then onward Toyota it’s not only surprising the people with its

innovative technology and R &D expertise but have gain a customer confidence by providing

consistent quality products.

Media

Placement

Altis Grande Campaign was executed on the following mediums;

1. Television Commercial

The new Toyota Atlis Grande new commercial featuring top model Ayyan and Abdullah Ejaz is

breathtaking with excellent execution hitting the target audience in the best possible way.

The Ad was filmed in Thailand featuring sky rise

buildings and hanging bridge. In the Ad you will

notice that car divides into two separate cars, on

many occasions, and in each car a separate type of

customer is driving the car. These unique features of

the ad provokes and excite complete range of target

audiences at the same time and the wonderful

execution helps to reach out to the target audience

who wants to have more fun while driving.

Even the car features will appeal them like availability of internet connectivity, rear reclining seat

and powerful 1.8 L engine.

Altis Grande TVC URL: http://www.dailymotion.com/video/x24lwjs_toyota-corolla-altis-grand-news-2014-

model-tvc-mediatrack-pakistan_tv

2. Print Media

This campaign has huge presence in the print media, even before the launch Indus Motor

Company had started giving Ads in new papers to inform customers about the arrival of new

product in the market.

Campaign First Appearance in New Papers:

In March 2014, a message from Mr Parvez Ghais, CEO of Indus Motor Company, was published in

all major newspaper of Pakistan revealing the launching of New Corolla. The message clearly tells

the launch month and even shows the frontal glimpse of the vehicle. This Ad had created Interest

in the target customers and stopped them to moving to another brand.

Launch Ad in Newspapers:

Then finally on 14th July 2014, Indus Motor Company had announced launching of New Corolla by

following advertisement and then the ad is being placed in the newspapers on regular basis.

Customers Appreciation Letter:

After the launch, a message from Mr Parvez Ghais, CEO of Indus Motor Company, was published

in newspapers thanking the entire customers for their awesome response. This sort of messages

from the organization boost up the moral of the customers and helps organization in converting

variety seeking customers to loyal customers.

Other Appearances in the newspapers:

Apart from normal product advertisements, Altis Grande is also featured in other company ads of

Lease Financing, Used Car Replacement Program etc.

Cost

The approximate costs incurred in the execution of this campaign are as following;

Head Cost

TV Commercial 55 Million

Print Media Advertisement 68 Million

Other Promotional Items (Billboards) 30 Million

Critique

Positive

The message is very clear and all information is provided about the offer. For skeptical reader it is

good that each and every feature is clearly mentioned in the advertisement, nothing is hidden

regarding the offer.

The thing that captures your attention at first look is the beautiful models with very positive facial

expressions, hence appealing to the young target audience.

The campaign covers entire range of target customers.

Negative

What is so odd about the ad is the fact that the city they have shown in the visuals is hard to find in

Pakistan – sky rise buildings can be seen in Karachi but the hanging bridge is not available.

The background music which is used in TVC is also not originally composed for this particular

video rather it has be taken from Beyond Limits brand X trailer.

Recommendations

Vehicles ads are rarely made in our country – owing to the less affordability of the consumer and

those who are interested to buy hardly need an ad to persuade them. If something out of ordinary

come in the way then the client of course demands concept novelty.