modified mm project

8/8/2019 MODIFIED Mm Project

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Analyzing and Understanding Customer

Needs:-

For understanding the customer need a survey was conductedwhich consists of the following needs of a customer:

Need for comfort

Need for performance

Need for safety

Need for low fuel cost

Need for distinctivestyling

Need for passenger capacity

Need for low initial costs

Need for low maintenance cost


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After understanding and analyzing all these needs of a customer

Toyota thought that a car can be made that can best serve all of

them.so they decided to launch a corolla.

As well as they know that it is a dynamic world so they changetheir model time to time so that a fresh and more modified car

can be given to the customers to make them satisfied.

As Toyota assure four basic guarantees to all their

customers:

The right to receive their moneys worth in product and

services.

The right to be able to register their dissatisfaction when

they feel they have received improper treatment.

The right to a courteous hearing when they voice a concern.

The right to a thorough explanation, followed by quick,

decisive action to resolve the concern to the satisfaction of thecustomer.

Product Positioning:-

By product positioning, we mean clarifying the attributes of a

given product (that is the features of Toyota corolla) or defining a

user (that is the particular customer segment) or market

segment.

As company adopt a three-stage development plan, so as the

Toyota does:


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Establish a local sales network and launch brand promotions,

Build auto parts manufacturing bases, and,

Establish joint ventures (JVs) with local players and produce

automobiles.

The typical way of approaching marketing strategy is similar to

the so-called S-T-P framework:

1. SEGMENTATION:- it means the splitting up of the total

market into segments of more homogeneous subgroups.

As Toyota corolla is a lower D segment car. It is a 9th

generation car which competes with Skoda Octavia and

Honda civic.


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2. TARGETING:- The selection of which

one(s) of these subgroups the company

should market its product to.

Corolla is a lower D segment car, so they

particularly targeted to the executive persons such as

CEOs, MDs, or anybody who is a high business class

person. Also for those who are brand conscious.

3. POSITIONING exactly how the company should present

the product to the target market(s) so its perception is most

advantageous relative to competition.

KOLKATTA


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CHENNAI DELHI

MUMBAI

Product Positioning involves using the marketing mix (the 4Ps) topresent the product to the selected target market(s) so that it is

perceived in the most favorable way relative to preferences and

competition.


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Product Differentiation From

Competitors

In India, the biggest competitors ofToyota corolla are Skoda

Octavia and Honda civic.


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As Toyota has launches the new modal of corolla that is corolla

altis, which we call a 10th generation car, so a comparison

between Toyota corolla, Skoda Octavia and Honda civic is given

below:

Skoda OctaviaElegance 1.9 TDI

Toyota Corolla Altis1.8V L

Honda Civic 1.8V MT

Price Rs. 12,40,413 Rs. 13,77,300 Rs. 13,35,400

PerformanceMaximum Speed (kmph) 175 180 2080-100kmph (seconds) 13.6 10.1 9.7

100kmph-0 Braking

(meters)40.6 49.8

80kmph-0 Braking(meters)

21 28.9

As per the serve conducted from the customers of Toyota, we

came to the following result, which shows that corolla, in terms of

performance come first.

corolla

45%

skoda

30%

civic

25%

PERFORMANCE
http://www.carwale.com/Research/CarDetails-car-1205.htmlhttp://www.carwale.com/Research/CarDetails-car-1425.htmlhttp://www.carwale.com/Research/CarDetails-car-130.html


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Skoda OctaviaElegance 1.9 TDI

Toyota Corolla Altis1.8V L

Honda Civic 1.8V MT

LuxuryAir Conditioner

Power Windows

Power Steering

Power Seats


came to the following result, that on the basis of luxury all cars of

this segment that is the lower D segment are almost equivalent.

35%

40%

25%

LUXURY

corolla

skoda

civic

Skoda Octavia

Elegance 1.9 TDI

Toyota Corolla Altis

1.8V L

Honda Civic 1.8V MT

safetyAnti-Lock BrakingSystem
http://www.carwale.com/Research/CarDetails-car-1205.htmlhttp://www.carwale.com/Research/CarDetails-car-1425.htmlhttp://www.carwale.com/Research/CarDetails-car-130.htmlhttp://www.carwale.com/Research/CarDetails-car-1205.htmlhttp://www.carwale.com/Research/CarDetails-car-1425.htmlhttp://www.carwale.com/Research/CarDetails-car-130.html


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Air-Bags (Driver |Passenger)

| | |

Child Safety Locks

Front Fog Lights

Defogger (Rear)


came to the following result, that corolla is much more safe care

on the basis of its safety feature. As all the company provide best

safety features from their point of view.

60%10%

30%

SAFETY

corolla skoda civic

Skoda Octavia

Elegance 1.9 TDI


1.8V L

Honda Civic 1.8V MT

AestheticsSeating Capacity(person)

5 5 5

No of Doors 5 4 4AM/FM Radio

CD Player


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came to the following result, and come to know that on the basis

of aesthetics all 3 cars are sharing equal positions, in the mind of

customers.

35%

35%

30%

AESTHETICS

corolla skoda civic

Skoda Octavia

Elegance 1.9 TDI


1.8V L

Honda Civic 1.8V MT

Product QualityOverall Width (mm) 1731 1760 1750

Overall Height (mm) 1455 1480 1450

Wheel Base (mm) 2512 2600 2700

Ground Clearance

(mm)

134 176 170

Mileage Overall(km/liter)

13.94 9.08 10.32

Brake Type Hydraulic dual circuitbraking system with

diagonal interconnection,vacuum assisted

ABS with EBD ABS, EBD and BA

Front Brakes Disc brakes, with hollowbrake wheels and

single/piston floating

Ventilated Disc Ventilated Discs


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caliper


came to the following result, that the quality of Skoda Octavia is

much better than the corolla

corolla

35%

skoda

45%

civic

20%

PRODUCT QUALITY

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