toyota fortuner

By:• Zainab Ali Asghar – 21270• Huma – 22884• Hina Samad Baig – 21294 • Atiya Mateen – 22337• Muslim Zareen – 23024

Indus Motor Company (IMC) is a joint venture between the House of Habib

IMC was incorporated in Pakistan as a public limited company in December 1989 and started commercial production in May 1993

Toyota Motor Corporation and Toyota Tsusho Corporation have 37.5% stake in the company equity.

Company Introduction:

The manufacturing facility and offices are spread over 105 acres at Port Bin Qasim, Karachi.

The company invests heavily in training its 2,000 strong workforce of team members and management employees

The company has played a major role in the development of the entire value chain of the local auto industry and is proud to have contributed in poverty alleviation at the grass root level by nurturing localization


Vision:

“To be the most respected and successful enterprise, delight customers

with a wide range of products and solutions in the automobile industry with

the best people and best technology.”


Mission:

Mission of Toyota is to provide safe & sound journey. Toyota is developing

various new technologies from the perspective of energy saving and diversifying energy sources. Environment has been first and most

important issue in priorities of Toyota and working toward creating a

prosperous society and clean world.


Slogan:

ACT#1: Actions, Commitment and Teamwork to become No.1.


http://www.toyota-indus.com/wp-content/uploads/2012/08/img_mission_and_vision.png


Director Marketing & Sales

Senior General Manager Marketing

General Manager Marketing

Product

Type: Passenger VehicleDoors: 5Seating Capacity: 7Engine: 2000CC +Category: SUVs

Marketing Mix – 4Ps

Price

Ex Factory Price: PKR. 5,742,000/-*18% GST & 10% FED**: PKR. 5,791,000/-

Place

Available all over Pakistan at their 35 exclusive distributers


Promotion

Promotion of Toyota Fortuner has been done via following Channels:

• TV Commercials• Magazines• Newspapers• Billboards• Online, Social Media, Facebook, and Twitter


Product Strategy:

Marketing Mix Strategies – 4Ps

Machine

ModelBrand: Toyota Brand: Honda Brand: Suzuki

800 CC - -Coure, Alto,

Mehran

1000 CC - - Cultus

1300 CC Corolla Xli Civic Prosmatic Swift

1600 CC Corolla Gli Civic Vti Baleno

1800 CCCorolla Gli –

New Civic Atlas, Orial Aerio

2000 CC +Hilux & Vigo

(CV)Civic Accord

Car Names Average Price

Land Cruiser – New 130 to 170 Million

Parado – New 110 to 150 Million

Land Cruiser – Used 80 Million

Parado – Used 70 Million

Civic Accord – New 75 Million – 5 Seated

G A P

Civic Atlas AP – New 24 – 25 Million


Car Names Average Price

Civic Atlas MT – New 20 Million

Corolla Gli – New 18 Million

Corolla Xli – New 15 Million

Suzuki Swift – New 11 Million

Suzuki Cultus – New 10 Million

Suzuki Coure, Alto 9 Million

Suzuki Mehran – New 7 Million

Pricing Strategy:

Car Price Min Car Price Max

Year 2006 55 Million 75 Million

Year 2013 80 Million 150 Million

PRICE INFLATION & PURCHASING POWER:


Pricing Strategy:


Pricing Strategy:ANALYZING MARKET POTENTIAL:

2006 2007 2008 2009 2010 2011 2012 20130

500

1000

1500

2000

2500

20001800

1000800 700

500 500

2000

Total Market Car Sales Figure

• They have launched their model in 2013 1st Quarter, practically on 8th of March 2013 to all over the Pakistan.

• According to the research the demand of cars are high in the first Quarter of every year and then it reduces gradually. 4th Quarter is seemed to become the off season of buying cars.

• They have sent 2 models of Fortuner to their 35 dealer in Pakistan before commercialization.


Placement Strategy:


Placement Strategy:

PlaceDays in Delivery from March 1,

2013Dispatch Date

Islamabad 7 1 Mar 13

Lahore 6 2 Mar 13

Multan 5 3 Mar 13

Rawalpindi 4 4 Mar 13

Quetta 2-3 5 Mar 13

Hyderabad 1 6 Mar 13

Karachi Same Day 7 Mar 13


Placement Strategy:

Sneak Previews Strategy:

Sneak Preview is basically inviting selected potential customer to a place for giving demo of the product.

Indus Motors have run their Sneak Previews in 3 major cities in Pakistan at following stations followed by Hi-tea.

Cities Targeted In

PakistanLocation where the Event was organized

Karachi PC – 250 Customers have attended

Lahore PC – 300 Customers have attended

IslamabadHoliday / Hospitality Inn – 210 Customer have

attended the event.


Placement Strategy:

BTL – Below the Line; 2nd Strategy (to be approved):

Marketing team has a plan to display Fortuner at malls (during this

Eid festival) so that Customers will get aware about this new SUV – 7

seated luxury car.

Marketing Mix Strategies – 4PsPlacement Strategy:

Marketing Mix Strategies – 4PsPlacement Strategy:

BTL – Below the Line; 3rd Strategy (to be implemented in the stage of maturity):

a.To make costumed car

b.Implement CNG

c.Arrange in different colors

d.Manual Gear System as per the requirement of the Customer

Advertising Campaign:

In their Ad Campaigns they have focused prestige and high profile

1. First Campaign was launched as SNEAK’S PREVIEW which was just before the launch

2. Secondly, they have advertized via billboard in 3 major cities Karachi, Lahore and Islamabad in Pakistan for mass marketing

3. Then, they have advertize on TV Commercials for mass marketing their media partners have advised the timings for the Ad

4. With the TV Commercials they have also used newspaper print media

In the end they have run radio campaign of FM 105, 101 and 89

Commercial Ad

Product Life Cycle:

Description Sales in Nos.Profit in

Millions

Investment 0 -500

Introduction - Year 1800 (already sold)

+ 800500

Growth - Year 2 12000 – Forecast 5000

Maturity - Year 3 & 4 16650 – Forecast 13000

Decline - Year 5 8000 – Forecast 2000

Total: 38000 Units20,000 in

Million

Tentative Data:

Product Life Cycle:

-20000

2000400060008000

1000012000140001600018000

SalesProfit

Market Segmentation Target Marketing Positioning

Demographics: Demographics: Product and Services

Size, Age and Occupation Upper class population, above 25 years of age and executive class

Toyota is providing brand new SUV with comparatively low price 100% imported spare parts have been used Assembling is as per the quality standard of Toyota Japan They have Japanese team to control and train the SOP’s Toyota is providing 2 years Service and spare parts warranty

Psychographics Psychographics Channel

Upper social class, Life Style, Personality Traits

Upper Social Class, who are having large families, prestige

Only through Distributer via 3S (sales, service and spare parts)

Economic Factor Economic Factor People

Price factor and competition Less price for new car and there is no direct competition

They have targeted all upper class executives above 25 years of age

Political Factor Political Factor Image

Inflation analysis and purchasing power CPI

Willingness to buy new car at 57 million instead of used car at 70 million

To give a feeling of luxury and high prestige.

SWOT Analysis

I

N

T

E

R

N

A

L

H E L P F U L H A R M F U L

Strength Weakness

1. Highly experienced and trained staff

2. Employees Training has been done every 2 years

3. 99.99% Quality Assurance – 6 Sigma

4. Brand Equity of Toyota

5. QDR (Quality, Durability and Reliability)

6. In house Manufacturing Facility (Art of the State)

7. After Sales Service

8. Dealership Network

9. No direct competitor so far

1. Production Constraint

2. Lack of Expertise in Localization

3. Demand and Supply Gap is + 15%

E

X

T

E

R

N

A

L

Opportunities Threats

1. Market Expansion

2. 60% duties on the import of spare parts instead of

200% duty of import of Cars

3. Export:

a. India

b. Bangladesh

4. New Product variants and enhancements.

1. Used Car Policy

2. Foreign Exchange

3. Import Duties

SWOT Analysis

Sales Report

Year 2013

Sales Cost Revenue

Unit SoldAmount in Million Amount in Millions In Millions

Mar-13 100 5700 4800 900

Apr-13 100 5700 4800 900

May-13 200 11400 9600 1800

Jun-13 250 14250 12000 2250

Jul-13 150 8550 7200 1350

Total 45600 38400 7200

Mar-13 Apr-13 May-13 Jun-13 Jul-130

2000

4000

6000

8000

10000

12000

14000

16000

Sales Report from Mar 2013

Amount in MillionAmount in Millions

In M

illions

Market Share

Sales Units M.S.

Fortuner 800 91%

Parado Used 58 7%

Land cruiser Used 24 3%

Market Share of Toyota Fortuner From Mar 2013 to Date

Fortuner91%

Parado - Used7%

Land Cruiser - Used3%

Fortuner

Parado - Used

Land Cruiser - Used

Conclusion

• Product Mix • Hybrid Pricing

• All tools • Geo-graphic

Product Price

Promotion

Place

Target Market

Conclusion:

• Toyota should prioritize production plan and improve their capacity, investment is required.

• Reduce supply and demand gap by implementing DMS (Distributer Management System).

• Used improved technology and highly trained staff to manufacture majority spare parts locally

Any Questions ?

toyota fortuner

Documents

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company equity

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mission of toyota

public limited company

price inflation

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