Toyota Brand Campaigns
As a monolithic corporate brand, Toyota has been using both product-led communications around specific cars as well as corporate-led communications around themes identified in its Global Vision document. TKM has invested Rs 9 billion in its plant at Bidadi in Karnataka. The joint venture company's advertising budget has skyrocketed from Rs 140 million in the year 2000 to Rs 430 million in 2003.
TKM managing director Atsushi Toyoshima proudly announced that the joint venture (JV) company has rolled out its 100,000th domestically-produced vehicle within three years of its launch in India. "At present, we produce and sell around 45,000 vehicles per annum and expect to cross the 200,000-mark within two years. We might consider launching a large-volume small car in the near future but the present focus will be on Qualis, Corolla and Camry," says Toyoshima. He also claims that the JV company currently has 2,300 employees as compared to 850 in 2000.
Talking about the future, TKM vice chairman Vikram Kirloskar says, "The reductions in the excise duties announced during Budget 2003-04 and the good monsoons have fuelled the growth of India's automobile industries. In fact, the domestic auto industry has grown by 17 per cent. By 2010, the Indian market will touch volumes of 1.7 million units and TKM will be well-positioned to grab a sizable chunk of the market. Globally, Toyota Motors has set a target of grabbing 15 per cent of the world automobile sales by 2010."
While unveiling the Qualis FS, Kirloskar made a presentation about the strategy undertaken by TKM in India. Some excerpts are as under:
a) Our success story signifies unrelenting attention on two pillars - customer-focus and quality. Our elaborate market research conducted prior to the launch showed that Indian customers desired a novel driving experience. Customers also sought spacious cars and enhanced driving comfort.
b) Our campaign "We have 100 answers" focused on perfection at the dealer end. We
TKM managing director Atsushi Toyoshima proudly announced that the joint venture (JV) company has rolled out its 100,000th domestically-produced vehicle within three years of its launch in India. "At present, we produce and sell around 45,000 vehicles per annum and expect to cross the 200,000-mark within two years. We might consider launching a large-volume small car in the near future but the present focus will be on Qualis, Corolla and Camry," says Toyoshima. He also claims that the JV company currently has 2,300 employees as compared to 850 in 2000.
Talking about the future, TKM vice chairman Vikram Kirloskar says, "The reductions in the excise duties announced during Budget 2003-04 and the good monsoons have fuelled the growth of India's automobile industries. In fact, the domestic auto industry has grown by 17 per cent. By 2010, the Indian market will touch volumes of 1.7 million units and TKM will be well-positioned to grab a sizable chunk of the market. Globally, Toyota Motors has set a target of grabbing 15 per cent of the world automobile sales by 2010."
While unveiling the Qualis FS, Kirloskar made a presentation about the strategy undertaken by TKM in India. Some excerpts are as under:
a) Our success story signifies unrelenting attention on two pillars - customer-focus and quality. Our elaborate market research conducted prior to the launch showed that Indian customers desired a novel driving experience. Customers also sought spacious cars and enhanced driving comfort.
b) Our campaign "We have 100 answers" focused on perfection at the dealer end. We