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    Etios

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    Kalpesh Singh Singh
    Toyota launched the Etios hatchback and sedan in India to increase its market share from 15% to 50% and become the largest car maker by 2018. The Etios targets young executives and will compete against cars like the Maruti Swift, Hyundai i20, and Ford Figo. Toyota aims to sell 70,000 Etios vehicles in 2011 by sourcing 70% of components locally to keep costs low. It will promote the Etios through established brand ambassadors like cricketers and Bollywood stars.

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    Etios

    Uploaded by

    Kalpesh Singh Singh
    70 views10 pages
    Toyota launched the Etios hatchback and sedan in India to increase its market share from 15% to 50% and become the largest car maker by 2018. The Etios targets young executives and will compete against cars like the Maruti Swift, Hyundai i20, and Ford Figo. Toyota aims to sell 70,000 Etios vehicles in 2011 by sourcing 70% of components locally to keep costs low. It will promote the Etios through established brand ambassadors like cricketers and Bollywood stars.

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    Toyota launched the Etios hatchback and sedan in India to increase its market share from 15% to 50% and become the largest car maker by 2018. The Etios targets young executives and will compete against cars like the Maruti Swift, Hyundai i20, and Ford Figo. Toyota aims to sell 70,000 Etios vehicles in 2011 by sourcing 70% of components locally to keep costs low. It will promote the Etios through established brand ambassadors like cricketers and Bollywood stars.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    70 views10 pages

    Etios

    Uploaded by

    Kalpesh Singh Singh
    Toyota launched the Etios hatchback and sedan in India to increase its market share from 15% to 50% and become the largest car maker by 2018. The Etios targets young executives and will compete against cars like the Maruti Swift, Hyundai i20, and Ford Figo. Toyota aims to sell 70,000 Etios vehicles in 2011 by sourcing 70% of components locally to keep costs low. It will promote the Etios through established brand ambassadors like cricketers and Bollywood stars.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 10

    Etios

    KAMLESH
    Toyota

    Toyota launched Lexus in 1989 at the top end of the


    market in luxury.
    In 2005, it came out with the IMV platform by launching
    Innova, Fortuner, & Hilux.
    These brands helped it grow in the luxury market and the
    emerging market of Asia, Africa & South America.
    Toyota has been present in just 15% of the Indian market
    with the Altis, Camry, Fortuner, Prius, Prado & Land
    Cruiser.
    Etios will help Toyota to gain critical mass in the large
    market and help to increase their market to 50% in India.
    Introduction

    One of the premium Brands of Toyota.

    Developed in Japan.

    Production facility is near Bangalore.

    Will be launched towards the end of the year.

    Type- Hatchback and Sedan.


    Objective

     To become the world’s largest car maker by 2018.

    Sell 70,000 Etios, hatchback as well as sedan in


    2011.

    To increase the presence of Toyota in Indian market


    from 15% to 50%
    Target Audience

    The one who need cars to have:


    Additional pick up.
    Very Good space.
    Best-in-Class Fuel Efficiency.
    Low maintenance.
     Etios hatchback to target young executive with
    take home salary of ` 30,000 to ` 50,000 per month.
     Etios sedan to target those young executive whose
    take home salary is ` 70,000 per month and above
     Existing Customer base.
    Competitor

    Competitors-
    Maruti Suzuki Swift,
    Hyundai I20,
    Nissan Micra &
    Ford Figo.
    Toyota Vs Volkswagen

    Volkswagen is a primary competitor to Toyota.


    In 2009, Volkswagen sold 6.29 million cars against
    Toyota’s 7.81 million cars
    Volkswagen has launched Polo hatch back and
    sedan(Venta)
    Etios is the Toyota’s answer.
    Pricing Strategy

    Etios will have premium cost but not very high since
    consumers are not willing to pay hefty price for a
    hatchback (e.g. Honda jazz).
     Toyota has a good brand equity.
    To keep their cost low, 70% of the components of
    Etios will be sourced locally, six key vendors have set
    up shops within plant at Bangalore.
    Transmissions and Engine- Japan to begin with.
    By 2012 &2013 all the components will be available
    locally.
    Distribution

    No of dealers has been raised from 40 to 60


    No of sales and service point has also been raised
    from 82 to 150.
    Higher profit margin to dealers of 4% on cars, to
    keep them happy, whereas industry norm is 3 to
    3.5% .
    Brand ambassador

    It would be cricketer or film star:


    Amir Khan,
    Saif Ali Khan,
    Randhir Kapoor,
    M S Dhoni,
    Sachin Tendulkar
    Shahrukh Khan.
    Also it could be Music maestro A R Rahman because
    Rahman does not fall into the category of overexposed film
    star.

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