Toyota Indus

Motors

Submitted to Ma’am Marium Mateen

Sandeep Kumar 20395

Zareena Memon 20380
 TOYOTA INDUS MOTORS

Table of Contents
Toyota Motors Corporation......................................................................................................... 3
Toyota Indus:............................................................................................................................... 3
Vision: ......................................................................................................................................... 4
Mission: ....................................................................................................................................... 4
Core Values: ................................................................................................................................ 4
Product Profile ................................................................................................................................ 5
Short history of Toyota motors: ...................................................................................................... 7
Short history of Toyota Indus: ........................................................................................................ 7
Toyota Corolla- All Generations: ................................................................................................... 8
Industry Introduction: ..................................................................................................................... 9
Market Share: ............................................................................................................................ 10
Market growth: .......................................................................................................................... 11
WHY DID WE CHOOSE INDUS MOTORS:............................................................................. 11
Market Segmentation: ................................................................................................................... 11
Segment, Targeting, positioning (STP) of Corolla: .................................................................. 12
Unique Selling Proposition: .......................................................................................................... 12
Company Logo:............................................................................................................................. 13
Tagline: ......................................................................................................................................... 13
Different Ways Toyota uses its logo:............................................................................................ 14
Marketing Plan:............................................................................................................................. 14
Websites or Webpages of Toyota Indus motors: .......................................................................... 15
Deals and offers : .......................................................................................................................... 16
Consumer Analysis: ...................................................................................................................... 17
Consumer relationship: ............................................................................................................. 18
Consumer Perception: ............................................................................................................... 18
Consumer Satisfaction: ............................................................................................................. 19
Market Trend: ............................................................................................................................... 20
Demands-Supply Market Gap:.................................................................................................. 20
Stimulus Generalization:............................................................................................................... 20
Just Noticeable Difference: ........................................................................................................... 21
Subliminal Messages: ................................................................................................................... 21
Brand competitors: ........................................................................................................................ 21
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Imports: ......................................................................................................................................... 25

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Introduction:
Toyota Motors Corporation.
Toyota Motor Corporation is a Japanese multinational automotive manufacturer company which
is headquartered in Toyota City, Aichi. It was established on August 28, 1937 by Kiichiro Toyoda .
It is the second largest automotive manufacturer. In 2018, it was known as the sixth largest in terms
of revenue. It produced more than 10 million vehicles in a year since 2012 which makes it world’s
first automotive company to do so. Toyota Motors has five brands which includes the Toyota
brand, Hino, Lexus, Ranz, and Daihatsu.
In the category of hybrid electric vehicles and hydrogen fuel-cell vehicles, it has become the
market leader worldwide. It has achieved the milestone of 10 million global sales of Toyota and
Hybrid cars in 2017. In January 2017, The Prius brand became the world's top selling hybrid brand
reaching a milestone of over 6 million units sold worldwide.
It has a stake of 16.66% in Subaru Corporation, 5.9% stake in Isuzu, it also holds stake in Chinese
companies, GAC Toyota and Sichuan FAW Toyota Motor, one in Indian company Toyota
Kirloskar, one in the Czech Republic (TPCA) and many other "nonautomotive" firms .

Toyota Indus:
In 1998, Indus Motor Company came into existence through a joint
venture between the House of Habib of Pakistan, Toyota Motor
Corporation and Toyota Tsusho Corporation of Japan. The company
only manufactures Toyota brand vehicles in Pakistan. 25 % stake in
the company equity is of Toyota Motor Corporation and Toyota
Tsusho Corporation. The major shareholder is the House of Habib.
In the passenger cars category Toyota Indus offers variants of the
Figure 1: Joint Venture of IMC
flagship ‘Corolla’.
In the light commercial vehicles segment it offers Hilux &‘Fortuner’ in
Sports utility vehicle category.

The manufacturing and offices are located at Port Qasim,

Karachi. The company has a strong network of 43
independent 3S Dealerships across the country to deliver its
products to customers.
Today, Corolla has become largest automotive brand model
in terms of sales in Pakistan. It is also known as the leader in
Toyota’s Asian market.
Figure 2: Plant site of IMC
IMC has sold more than 750, 0000 CKD/CBU in 27 years of
establishment. In 1993 it used to produce 20 units in a day,
now IMC produces 240 units per day.

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Toyota Indus make huge investments in training its employees and enhancing its capability to meet
customers’ demands. The principal values of IMC are to maintain high standards of business,
safety, respecting its employees and creating satisfactory work environment for the employees. In
developing local auto industry value chain, Toyota has played the major role.

Vision:
“To become one of the most regarded and effective enterprise, amuse the customers by providing
wide range of vehicles and provide solution to the automobile industry along with best workers
and latest technologies.”
Mission:
The mission of Indus Motors Corporation is the mirror image of its slogan which is “Action,
Commitment & Teamwork” to become number one automobile industry in Pakistan.

Action
Commitment
Teamwork

Respect and Customers' Quality &

Production & Profitability
Corporate Satisfaction Safety Best Emplyoer
Image Sales

Core Values:

World class production

quality

Achieving ultimate goal

of complete customer
Core Values

satisfaction

Being seen as a best

employer

Fostering the spirit of

teamwork

Inculcating ethical &

honest practices

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Product Profile

Cars and MPV’S

Corolla Altis Grande (PKR 3,150,400 ) Avanza (PKR - Corolla Altis 1.6 (PKR-2,574,000)
4,300,000)

Corolla GLI 1.3 (PKR- 2,149,000) Camry (PKR-12,500,000) Prius (PKR- 6,600,000)

SUV’S and Pickups

Fortuner ( PKR. 7,038,900/-) Revo (PKR- 4,859,000) Hilux E Standard (PKR- 4,859,000)

Hilux Single Cabin (PKR- 2,739,000) Land Cruiser Prado (PKR-22,100,000)

Rush (PKR- 4,100,000)

Land Cruiser (PKR-33,000,000)

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Vans and Buses

Hiace (PKR- 4,400,000) Coaster (PKR-10,500,000)

Imported cars

Vitz Belta Prius

Camry Corolla Axio Aqua

Passo

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Short history of Toyota motors:

Toyota Motors Corporation was formed in Japan; it was made by Japanese family group.
In 2008 Toyota motors without the precedent became biggest automotive maker and produced
huge numbers of vehicles. There are 600 auxiliary organizations who putted their efforts to
produced parts of cars. Its base camp is located at mechanical city of east Nagoya Japan
Toyota Motor Corporation came into existence in 1933 as a division of the Toyoda Automatic
Loom Works, Ltd. (later Toyota Industries Corporation, presently a backup).
In 1936, the first-generation vehicle, the Model AA car was introduced. The next year the divisio n
was fused as the Toyota Motor Company, Ltd.
In 1941 Toyota set up the lines of Toyoda Machine Works, Ltd.
In 1945 Toyota Auto Body, Ltd was introduced. Due to the World War II, the organization was
compelled to incidentally suspend its car generation.
Till 2019 Toyota made different vehicles and had successive sell and became a well-known brand.

Short history of Toyota Indus:

1989: In Pakistan, Toyota Indus Motors appeared through the cooperation of Toyota Motor
Corporation, Toyota Tusho Corporation and House of Habib. Toyota Indus is the sole maker of
Toyota vehicles in Pakistan. Toyota Indus offers items related with three segments, which are
traveler autos, light business vehicle fragment and sports utility vehicles.
In 1993 Toyota Indus Motors launched the principal seventh era Toyota Corolla XE (Carburettor)
in Pakistan.
In 2002, the organization launched face-lifted ninth Generation of Toyota Corolla in Pakistan.
In 2008, Toyota Indus Motors disclosed and introduced the 10th generation of their flagship car
Corolla.
In 2012, Toyota Indus Motors accomplished the 500,000 vehicle- moving imprint, which proves
the success and strong brand name of Toyota Indus in the market.

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Toyota Corolla- All Generations:

It was launched in Japan in November
First Generation E10 (1966 to 1970)
1966. It was slotted below the Toyota
Corona sedan, the hot selling car of that
era.
“The most wanted car by the market —
presented to the world by bringing
together the essence of Toyota’s
technology”
It was launched in May 1970 .The Corolla
Second Generation E20 (1970 to became the second-best selling car in the
1974) world that year.
“Comprehensively enhanced
performance for the high speed era”

It was launched in August 1974.

3rd generation (E30, E40, E50, E60): “The ultimate family car born after an
1974–1979 uphill battle.”

Toyota Corolla fourth generatio n

4th generation (E70): 1979–1983 launched in March 1979.
“Luxury car status and features, with
excellent fuel economy,”

It was launched May 1983, and

5th generation (E80): 1983–1987 represented a most comprehensive model
change in its history.
“A spacious interior in a compact sedan.
Clearing the hurdles to meet world
standards.”

The sixth-generation Corolla released in

6th generation (E90): 1987–1991 May 1987 was designed under the theme,
"a global high-quality sedan beyond its
class," raising the perceived status of the
car.
“A new tale in Japanese vehicles has begun. The
birth of the all new Corolla, a new grade Toyota
sedan.”

The seventh-generation Corolla was

7th generation (E100): 1991–1995 introduced in June 1991.
“Big and Safety.”

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Released in May 1995, the eighth-

8th generation (E110): 1995–2000 generation Corolla was developed with a
focus on the environment, safety, and total
cost of ownership.
“Convey a slim, healthy image with a
beautiful shape.”

The ninth-generation Corolla that was

9th generation (E120, E130): 2000– launched in August 2000 came in two
2007 body types: a standard 4-door sedan and a
5-door wagon
“New Century Value.”

10th generation (E140, E150): 2006- The tenth-generation Corolla sedan that
2013 was launched in October 2006 acquired
the subname Axio
“The DNA successfully inherited for 40
years about to open up a new flower”

11th generation (E160, E170): 2012– “I believe this new model clearly breathes the
present Corolla DNA that has been inherited over a
period of 47 years.”

Industry Introduction:
The Automobile industries are those industries which involve in the production & assembling of
cars, bikes, buses, truck, heavy commercial vehicles, light commercial vehicles etc.
It is one of the most fast growing industry in the world. In Pakistan, the concept of automobile
started in 1950 and first vehicle manufactured in 1953 with the name Bedford Trucks at National
Motor’s plant (According to Ministry of Industries and Production). Pakistan Automotive
Manufacturers Association (PAMA) is the regulatory authority of automotive industry in Pakistan
which is licensed by Ministry of Commerce under Trade Organization Association 2007. Pakistan
Automotive industry in Comprises of 13 industries listed in Karachi Stock Exchange in which 3
are the major player in local market, it includes Honda, Toyota and Suzuki. The market structure
is concentrated, in other word we can say that it is an oligopolistic market which comprises of

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small number of dominated suppliers. Pakistan Automobile Industry contribute 4% in the GDP of
Pakistan.
With increase in the standard of living of people, the demand for vehicles increase or in other
words we can say that standard of living is an important element for the automobile industry.
Market Share:
Toyota Corolla is one of the most manufactured car in Pakistan. It was introduced in 1966 and
become best-selling car by 1974. It is one of the best car in Pakistan which has a good resale value
in Pakistan. According to a survey conducted by Pakwheels in 2017, Toyota Corolla was become
the high rated car based on money, efficiency and resale value.

Toyota Jan-Dec 2017 Jan-Dec 2018

Passenger Car 25.7% 24.9%
Light 30.7% 25.6%
Commercial
Vehicles

Toyota November 2018 December 2017 December

2018
Passenger Car 32.3% 23.6% 25.9%
Light Commercia l 24.0% 25.0% 34.7%
Vehicles

Source: Pakistan Automotive Manufacturers Association (PAMA)

Source: https://mettisglobal.news/honda- Source:

leads-1q-sales-up-by-56-42-pama/ 2017 https://propakistani.pk/2018/12/18/have-
toyota-honda-suzukis-sales-dropped-in-2018-
comparison/

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Market growth:
The second largest automotive company in the country, Indus Motors saw a 21.31% growth in
profits in the fiscal year that ended on June 30th, 2018 reaching Rs 15.77 billion as compared to
Rs 13 billion in the previous year mainly due to increased net sales with increase in higher priced
variants in the product mix and increase in prices as compared to last year. Earnings per share
(EPS) jumped to Rs 200.06 when compared with an EPS of Rs 165.41 in the same period last year.
The company’s sales increased by 25% year-on-year to Rs 140.20 billion from Rs 112 billion in
the same period of the corresponding year
The administrative expenses increased by 44.66% and distribution expenses by 4.58%.
Meanwhile, finance costs expectantly grew by 43.82% as well. Following the third round of rupee
depreciation Indus had increased its vehicle prices for the third time this year in value to offset the
exchange rate difference.

WHY DID WE CHOOSE INDUS MOTORS:

The Indus Motor Company is one of the companies that is growing rapidly. Over the years, IMC
has made huge investments in enhancing their capacities & in meeting customer’s demands for
new products. Indus Motor Company claims to establish responsible corporate conduct througho ut
the whole range of its exercises, activities, trends & operations to make significant contributio ns
to improve health & living standards for everyone. They provide their customers with high quality
& safe products. IMC’s first priority has always been the individuals’ demands, they have always
focused more on targeting individuals which covers up 42% of their sales.

As a Corporate Citizen and a member of the UN Global Compact, IMC claims to continue to carry
out social initiatives that help in strengthening communities & play a significant role in the
improvement of the society.

Market Segmentation:
The main objective of IMC is to satisfy the needs of their customer. Therefore they mainly focus
on these two segments:
 Demographic Segmentation
 Psychographic segmentation
IMC focuses on the demographics of customers such as the family size, social status, the income
level etc. Land Cruiser, Prado, Prius, Camry is some major cars of this segment which are designed
for people of upper class, high social status and big family sizes: those who have the willpo wer
and buying power to purchase these cars. Similarly the Corolla line products have nine variants

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which capture people belonging to upper class with high income to middle classes. Secondly IMC
focuses on the Psychographics, the life style of people. The middle age people want to have classic
look, the high earning people an elegant design and the youth the sporty attitude. All of this is kept
in view by IMC and has launched various products to satisfy the customers’
needs like Toyota Altis Sport model and Toyota Fortuner. These sports cars Corporate
help in improving and exhilarating the customers’ sense and passion for segment
sports. Youth have become the major target of IMC lately; hence it is 25% sales
focusing more on sports variants now. Government
segment
Segment, Targeting, positioning (STP) of 8% Sales
Corolla:
Segment target positioning is different for every
car IMC manufactures. 90% sales of the company
are of Corolla and the most selling cars of Toyota
Indus motors are Corolla Gli and Xli.
Corolla Xli is used as a fleet car. IMC does free
targeting and it remained the most selling car from
2008 to 2012. Then the demand shifted towards Corolla Fianace
Gli making it the most selling car. For Corolla Gli the segments 25% sales
which are targeted are in figure: Individuals
Indus Motor Corporation’s first priority is individual’s demands .They 42% sales
focus more on targeting individuals which covers up 42% of their
sales. Corolla Gli is used as second car and for office commutatio n.
Previously IMC targeted mostly middle aged people but now the IMC
has shifted their focus towards the youth, previously being the Figure 3. Corolla Targeted Segment
unattended marketing segment. Satisfying youth has become the major
goal of IMC, considering this the Company has made major changes in the design. Then comes
finance and corporate segment covering 25% each of the complete sales of the car. And in the last
government segment holds up to 8% of the car’s sales
Corolla GLI is positioned as First Entry car and Value for Money car because Customers are
now chasing the value.

Unique Selling Proposition:

A USP could be thought of as what you have that competitors don't.
Toyota’s Unique Selling Proposition is QDR. QDR is Quality, Durability, and Reliability about
which the IMC promises to deliver in its brands. IMC provides better quality, safety, spacious and
utility features in its cars which make it stand out of all of its competitors in the Pakistani market.

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Company Logo:
Toyota brand signifies innovation, excitement and inspiration. It also symbolizes quality,
reliability and durability. Toyota’s logo seems very simple, the word Toyota is taken from the
Japanese word meaning eight which is like a lucky number for the company. Toyota uses three
type of logos. Toyota brand logo, Let’s Go Places logo and various vehicle logo. They use them
according to the purpose. Each logo includes the typography, Toyota symbol and the staging
platform.

Figure 6 Logo#1 Figure 4 Logo #3

Figure 5 Logo #2

Toyota brand name logo is used when parent brand is promoted, acting as a sponsor or when
multiple vehicles are promoted. It is used vertically as well as horizontally.
Let’s go places logo is used when communicating the essence of the brand and the products. It is
used in three ways horizontally stacked, horizontally and vertically depending on the design layout
and the communication format. Vehicle logos are used when specific vehicles are marketed.
The logo consist of Ellipses or oval over lapping which symbolize the unification of the hearts of
the customers and the products. The background space represents Toyota's technologica l
advancement and the opportunities ahead. The over lapping ellipses graphically represent the letter
T of the Toyota. Toyota is written in simple roman style .It has used the color palette of red, white,
black and metallic silver/grey in their logos. The red color depicts the excitement, passion and
energy. The metallic silver/grey and white shows the sophistication, perfection and elegant sleek
design.
The red color is the primary color which is usually used in Toyota logos as a typography or the
background. When the background is white or light in color the staging platform of the logo is
used in red and black typography. If it is a dark photographic background then staging platform is
used in red with white typography. White staging platform is also used.

Tagline:
The tagline of Toyota is let’s go places which is an expression used to inspire people to live their
life to the fullest and adventure with Toyota where ever they want to go. Toyota enables them to
adventure different places with the best quality, durable and reliable cars.

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Different Ways Toyota uses its logo:

Marketing Plan:
Toyota Indus Motor’s promotion strategy covers all the tactics of marketing
communications. It uses the following promotion activities, arranged
according to significance:
1. Personal selling
2. Advertising and social media
3. Public relations
Figure 7: Face book Page
4. Sales promotion
5. Direct selling
IMC uses personal selling through dealerships’ sales personnel, who
personally promote products to potential buyers. The company also
uses advertising on various media, such as TV, newspapers,
websites, flyers, billboards, Facebook, word of mouth and
brochures.
Figure 8: Donation

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In addition, the firm promotes its products through public relations such as
providing benefits to over 30 educational institutions and providing them
financial assistance. The company has also installed the environme nt
friendly Co-generation Power Plant which reduces the emission of carbon
dioxide, the water recycling plant other environment friendly programs.
These public relation activities create positive brand image for IMC.
IMC does not need to do frequent sales promotion due to strong brand name Figure 9: Educational Institute
but sometimes provides specials offers to its already-delighted customers at
the end of the year. At last, the company sometimes uses direct selling for corporate clients.

Websites or Webpages of Toyota Indus motors:

Toyota Indus Motors has its own website with name www.toyota-indus.com. This website helps
customers for the details of cars along with the prices of cars. It also shows what types of services
they are providing to customers. There is toll free number (0800 11123) available at website
through which customers can contact for help.

Figure 10: Extended Warranty

The another social media is Facebook page. They also have facebook pages with the name Toyota
Pakistan. On these pages the company advertises their product and they also share stuff about
visiting different places for promotion of their product. Recently they are visiting differe nt
universities. They are offering iphone for their promotion of product.
copmany also do campigns on their pages with advertisment likewise they recently working on
“Be Safety Leaders” in which they try to show that do not use your phone while driving.

Figure 12: LUMS

Campaign Figure 11: Facebook Page

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Figure 13: Services by Toyota

Deals and offers :

Toyota is committed to provide valuable services to the
customers by offering them best after sale services. They not just
keep customers till the sale but they want to make a good
customer relationship which is beyond the sale. The have huge
network of staff which is highly skilled and technicians which
used to provide best customer services to the customers.

Figure 14: Valuable Service

Deal 1: Currently they are offering free car service for summers.
It reaches to the nearest toyota authorised dealership for 23 points for car AC service keep cool
this service. Sometimes it become to late to wash the car and customer get bsuy so for that reason
free car service is also available, go and visit the nearest toyota dearlership service and repair your
car for free. That’s also a seasonal deal which mostly offer in summers.

Figure 15: Summer's Deal

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Deal 2: Few days ago, the toyota was runing a campign for safety drive and in which they give
away the deal of iphone. The consumer will win iphone, if he or she gets more like at social media.
In this offer customer just have to take on picture of self and share it on facebook, if your picture
get more likes you will win an iphone. This is also a social awarness that customer must have to
driver safe.
Deal3: Toyota Indus Motors extanded the warranty periods for an extra 12 moths/25000KMs
which based on first come first. It added peace in the mind of consumer and cinsumer can feel
satisfaction out of it. In the case of resale, this warantty can transfer to the new owner because if
that the resale value of car will increase.
Deal 4: Currently toyota is offering connected car deals related to 4gb internet servies. In that deal
you can find your car with ease. There are different packages for the activation of deal. There are
different prices of submission, recharge and data upgrade. Also toyota is providing rivo car on loan
payment with alfalah bank co operation. Toyota most of the time don’t give offer on season based
but they do privde AC service for summer.
IMC used to provide special offers such as color change, special additions which includes LCD screen etc,
to the potential customers at the end of the year. Another special service program they have introduced with
the name Express Maintenance. This offer is only for the selected dealerships. You will get proper service
with-in an hour, without compromising with the quality of services.

Consumer Analysis:
According to IMC, a positive experience of a customer is
important for the success, and reputation of brand. We draw in
with our clients to comprehend their worries and focused on
improving clients' understanding of our product and services.
There is a new technology implemented across IMC with the
name “GENESIS”. It provides a platform to the dealerships to
deals with customers’ complaints, improve customers’
involvement with IMC & focus on the important aspect related to
service. Customers can contact at 0800 11123 for support.
Figure 16: Customer Service

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Consumer relationship:
Consumer relationship at Toyota Indus Corporation is built by providing
support to the consumers by associating with them, owning their issues, Consumer
and overseeing them in proficient and compelling manner. They Focus
have believe in the clients and keep them at the cutting edge
by drawing them through various channels. Four key
components to accomplish this are: Innovation Integrity

1. Opening bigger window for consumers. Key

2. Swift and beyond any doubt treatment of request and Elements of
Acieve
complaints. Consumer
3. To make the Voice of the Customer (VOC) the reason Satisfation
for corporate improvement.
Respect Quality
4. To improve the corporate picture and better customer
service which can help to increase sales and
administration exercises Continous
Improveme
nt
Consumer Perception:
In 2014, there is a survey conducted by Pak Wheels in Figure 17: Key Elements of Customer Satisfaction
order to find out perception of consumer towards
automotive market. They have floated more than 10,000 online questionnaire all over Pakistan.
The result of the survey showed that Toyota was number one brand in the mind of consumers,
while Honda was at second position and Suzuki was at third position. Toyota has maintained its
reputation by providing quality and fuel efficient cars to the consumers.
In term of sales of car, Toyota Corolla was one of the top selling cars in Pakistan in 2016. Toyota
has diverse consumers. In Pakistani market, people used to look for mileage and resale value of
cars and Toyota corolla is one of the car which has good mileage and high resale market. Consumer
used to perceive Toyota corolla as one of the best car in term of its mileage, technology and
innovation, resale value, quality and reliability.
The company also get National Consumer Choice (NCC) award in 205, 2006, 2007, 2008, 2012,
2014, 2015, 2016 and 2017.

Source:
(http://marketingdawn.com/consumer-
behavior-of-toyota/)

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Consumer Satisfaction:
According to IMC, the success of the company is depends upon the satisfaction of consumers.
Toyota has made its name and its market by solving the issues of consumers from decades.
Indus Motors Corporation is the Pakistan’s first automotive company which brought an
international marketing agency like “JD Power” which used to conduct survey of Sales Satisfactio n
Survey for the automotive companies. It used to show the company in which area, the company
needs improvement.

Figure 18 Consumer Satisfaction Index

Figure 19 Key Performance Highlights 2018

In 2018, IMC has won the Consumer Choice Awards (CCA) for the Fortuner & Corolla as one of the best car &
four wheel drive. CCA awards are mostly given each year to a company which is friendly to consumers, traders
& organization which provides its product and services for the benefits and interest of Pakistanis’ consumers.

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Market Trend:
In the meeting of board of director of IMC in 2018, they stated that the company earn profit of
15.8 billion after tax. Due to overall increase in the profit, they decided to make new investme nt
of 3.3 billion in the manufacturing process by which the capacity will increase to 76,000 units by
2020-2021. They stated that there is solid demand of cars in the market due to increase in the
spending power of consumers and does not effected by increase in price of fuel.
(Source: http://www.toyota- indus.com/indus- motor-company-declares-profit-after-tax-of-pkr-
15-8-billion- for- fy1/)

Demands-Supply Market Gap:

There is interview conducted by BR researcher from Ali Asghar Jamali, the CEO of IMC in 2018.
He stated that we can’t give an exact estimation of demand and supply gap because there is threat
of “investor element” in the Pakistani market. If this component wasn't there, I would almost
certainly disclose to you the quantity of clients that are hanging tight for a vehicles. He stated that
there are availability of cars in the market but the investors charging additional cash to sell the car.
They buy the cars in bulk which create shortage of cars in the market. He also told in his interview
that Pakistani market is growing now a days. Currently, the market size of automobile industry is
around 330,000 units to 340,000 units and will increase to 500,000 by 2025.
(Source: https://www.brecorder.com/2018/01/22/394285/pakistan-can-hit-500000-automobiles-
by-2022/)

Stimulus Generalization:
Corolla has always been an exclusive vehicle brand in Pakistan and worldwide due to its elegant
design and excellence over the years. Corolla has paved strong footsteps in Pakistan since its
launch. It is the most renowned brand of Toyota and Toyota Company has always been associated
with its passenger Car Corolla. The first thing which comes in the minds of the customers when
hearing the name of Toyota Is Corolla.

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Just Noticeable Difference:

Figure 20: Just Noticeable Difference

The first logo was an outcome of public competition. It is due to the competition that the name
was changed from Toyoda to Toyota .The first logo was blue and red diamond shaped emblem.
The logo has been gradually changed throughout the years. In 1989 the
new logo with three overlapping ovals which has been used till now with
minor changes.

Subliminal Messages:
The logo of Toyota represents a stylized image of the eye of a needle with
a thread passed through it. This is a hint at the company’s past —
of a time when it used to produce weaving machines. The individual parts
of the logo also spell out the letters of the company’s name. Figure 21: Subliminal Message

Brand competitors:
Honda: Honda being a global brand with matching brand value and
customer loyalty similarly that of Toyota has always been a competitor of
value to Toyota. Honda global represented in Pakistan by Atlas Honda, has
always been a main competitor of Indus motors. The Honda City has been
a close competitor of the Corolla Xli/Gli variants. The price of these models
are similarly the same but in direct terms the FMC of the Honda City seem
to be lesser priced than the FMC of the Corolla. However, the Honda City

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is considered a weak competitor of the Corolla due to the City having a smaller body size and not
the design.
HONDA CITY
Honda city has a fairly modern looking exterior along with factory fitted alloy rims but it doesn’t
look as good since the style and design is almost 10 years old now. Honda city is measured at
Length : 4390mm
Width : 1695mm
Wheelbase: 2550mm
Engine: 1.5L i-VTEC L15A7
Power output: 120HP at 6600rpm
Torque: 145Nm
Price: 1,979,000
SAFETY AND SECURITY MEASURES:
ABS and power steering
Immobilizer
Keyless entry
Power door locks
TOYOTA COROLLA GLI
Toyota corolla has a fairly modern looking and bold design, Toyota indus releases corolla based
on a newer platform after 2014.it has plastic wheel covers and steals the honda city’s thunder by
quite a margin.
Length: 4620mm
Width: 1775mm
Wheelbase: 2700mm
Engine: 1.3 VVT-I 2NZ-FE
Power output 84HP at 6000rpm
Torque: 121Nm
Price: 2,149,000
SAFETY AND SECURITY MEASURES :
ABS and power steering

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Immobilizer
Keyless entry
Power door locks
Atlas Honda also competes with Toyota Indus Motors with their Honda Civic which is a close
competitor of the Corolla altis Grande. The Grande and Corolla Altis is a variant towards the
luxury side which has more features than those of an Xli/Gli corolla. The Honda Civic benign a
high end luxury car competes with the Corolla Grande Corolla Altis and matches the specs offered
by the corolla including body size.
COROLLA GRANDE
Pre-facelift Corolla had a very muscular stance however with the new one Toyota has given it a
much sleeker and prestigious look. LED DRL’s and LED taillights, have been introduced and the
auto-leveling Bi-Beam headlights. Corolla is equipped with sportier two tone alloy rims. The new
circular Air conditioner vents present in Toyota Corolla are an absolute joy to have. Dashboard
design is not outstanding, but newer cabin equipment is good.

LENGTH: 4620mm
WIDTH: 1775mm
HEIGHT: 1475mm
WHEELBASE: 2700mm
GROUND CLEARANCE: 153mm
KERB WEIGHT: 1275 kg
PRICE; PKR 3,150,400

SAFETY FEATURES:

 2 SRS Airbags
 Power Steering
 ABS, VSC and Traction Control (Traction Control was missing on pre-facelift Corolla)
 Climate Control
 Cruise Control
 Force Limiter for Seat Belts
 Push Start & Keyless Go (Was missing on pre-facelift Corolla)

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 Sunroof
 CVT Transmission
 Retractable Power Mirrors
 Bluetooth Connectivity and Hotspot

MORE DETAILS

 Sports Mode
 Brake Assist
 Manual Mode with Paddle Shifter
 Bi-Beam LED headlights with Auto Leveling
 Auto Reverse Link
 Blind spot warning

HONDA CIVIC

The exterior is amazing, and features like LED DRLs & taillights made an entry when the car was
launched in Pakistan. The new Honda Civic comes with newer pair of alloy rims as well. The
interior is sleek design along with digital instrument cluster. Civic comes with rear A/C vents
which are outstanding considering the climatic conditions of Pakistan. This feature helps the car
cabin to cool down faster in Honda Civic; however, Corolla has not received this upgrade yet.

WIDTH 1799mm
HEIGHT 1433mm
LENGTH 4630mm
WHEEL BASE 2700mm
GROUND CLEARNACE 153mm
KERB WEIGHT 1267 kg
PRICE: PKR 3,134,000 - PKR 3,505,000
SAFETY FEATURES

 2 SRS Airbags
 Power Steering
 ABS, VSC and Traction Control (Traction Control was missing on pre-facelift Corolla)
 Climate Control
 Cruise Control
 Force Limiter for Seat Belts
 Push Start & Keyless Go (Was missing on pre-facelift Corolla)

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 Sunroof
 CVT Transmission
 Retractable Power Mirrors
 Bluetooth Connectivity and Hotspot

MORE DETAILS
Digital Instrument Cluster
Electronic Parking Brake with Auto Brake Hold
Emergency Stop Signal
Rear A/C vents
Hill Start Assist

Imports:
The trend of importing used cars from Japan has always been an area of thinking for Indus motors.
With the increasing import of used cars, people have made a trend and came to believe that
Japanese cars are better in quality from those that are being locally manufactured. Indus motors
compete with imported used cars such as the Toyota Vits or Toyota Hilux. Indus motors strategize
against the imports of these cars and on how to make their product more preferred to the consumers

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References:
http://www.toyota- indus.com/
https://en.wikipedia.org/wiki/Toyota
https://www.marklines.com/en/statistics/flash_sales/salesfig_pakistan_2018
http://www.toyota-indus.com/ https://en.wikipedia.org/wiki/Toyota

https://www.pakwheels.com/blog/the-journey-of-toyota-indus-motors-in-pakistan/
http://www.pama.org.pk/ https://propakistani.pk/2018/12/18/have-toyota-honda-suzukis-sales-dropped-
in-2018-compariso n/

http://toyota.custhelp.com/app/answers/detail/a_id/7649/~/what-does-the-toyota- logo-
represent%3F
http://www.carlogos.org/Car-Logos/Toyota- logo.html
https://www.toyota.com/brandguidelines/colors
https://www.facebook.com/toyotapakistanofficial/?epa=SEARCH_BOX

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