Branding of Toyota and Honda

Submitted byManash Pratim Kalita,198

K Manoj Kumar,230Mohit Kataria,197

Md Faraz,204

Introduction• No.1 Car manufacturer with 11.6% market share in

world and 4.6% in India• Toyota motors corporation is a multinational with

subsidiaries throughout the globe• Founded by Sakichi Toyda in 1937,headquarters located

in Toyota city,Japan• vehicles manufacturing and sales industry e.g-motor cars

,trucks ,buses, and make robots, together with their parts and provide sales• Toyota philosophy relates to the word “kaizan” which

identify that “nothing is good that it cannot be improved’’ promoting perfections

The Branding Effects

• Parameters 1. Market segments and targets2. Brand positioning3. Brand equity4. Competition and driving growths

MARKET SEGMENT

POSITIONING

EQUITY

COMPETITION TACTICS

Market segments and targets• “Right car at the right place”• All vehicles speak to a different

consumer segmentation• lifestyle choices and specific

attitudes• The Prius targets on conscious

environment caring cars•  The Lexus targets a more

sophisticated, “classy” consumer, style, luxury, comfort

Brand positioning• Target consumer’s reason to buy product• Is it unique/distinctive vs. competitors ?• Can the product deliver all features expected by the customer• Brand Positioning is the key of marketing strategy• Right brand identity and create a proper brand image

Brand positioning - Toyota• Reliability and  Quality•  Better fuel efficiency • Toyota Camry and Corlola

preferred by high Govt. officials• Toyota Fortuner a Luxurious car

distinctive from other luxurious cars such as Mercedes in terms of pricing.

Brand equity• Brand Equity is the value and strength of the Brand that decides its

worth• The concept of Brand Equity comes into existence when consumer

makes a choice of a product or a service

Measured by Using:• Increased Volume of Sales• Brand Image for various parameters• Brand’s earning potential in long run

Factors Contributing to Brand Equity

• Brand Awareness• Brand Association• Brand Loyalty• Perceived Quality• Other Proprietory Brand Assets

Brand equity - Toyota

• Toyota has developed and secured high standards in the minds of its customers. They honors the spirit of the law of all nations through a quality corporate attitude. • They ensure that customers are fully informed in regards to their

offerings.• Brands configuration enables customers to easily recognize their

products creating in the psyche of customers the mode of positivity and relaxation• Product manufacturing standards and quality enable Toyota to secure

positive brand loyalty enhancing people satisfaction and trust

Competition and driving growths• Toyota’s uses both differentiation and low cost as generic strategies to try

and gain a competitive advantage over their competitors in the automotive industry.• The core competence of Toyota Motor Corporation is its ability to produce

automobiles of great quality at best prices.• The market scope that Toyota uses is a broad one that encompasses nearly

every type of customer that is in the market to purchase an automobile.• Toyota achieves its cost leadership strategy by adopting lean production,

careful choice and control of suppliers, efficient distribution, and low servicing costs from a quality product.• Instead of the classic Mercedes Benz and BMW, drivers can now feel as

luxurious and classy driving a Lexus car which cost less

Honda

• Founded by Soichiro Honda, Japan (October 1948).• 5th Largest automobile manufacturer with 5.9% market share in the

world and 5.4% in india• The company has a global network of 501 subsidiaries over the

world. • Honda is focusing on high quality production systems to meet

worldwide demand. • Its effective foundation is a good strength of Honda.

Market Segmentation and Target Market

• Middle Income,High Income class• Young adulthood people looking for

style, comfort, automatic features and soft luxury.•  Parents looking for a safe, reliable

and price competitive for their children• Buyers looking to purchase their

first car

Brand Positioning

• Quality is most important for Honda that company will serve to the customers firstly.• High quality at the reasonable price(Honda Brio, Honda Jazz)• Honda had an insight in hitting a new market, it is younger drivers

group by providing fun and design(Honda city)• The product of Honda is friendly to the environment of the world(cars

like (FCS Clarity, Accord hybrid)

Brand Value

• High quality • Reasonable price• New Technology• Fuel efficiency• Environment friendly

QUALITY

PRICE

EFFICIENCY

TECHNOLOGY

ECO FRIENDLY

Conclusion• A structured and planned branding

strategy restores the positive image of the past  • Positioning the brand as reliable, stylish

and affordable (Innova, Prius, Honda Brio.), luxury (Lexus, CRV,Altis),;• Innovation,Loyality,Quality,Reliability • The communication strategy • Brand loyalty

PROFITABILITY

ADAPTABILITY

LOYALTY

QUALITY

THANK YOU