toyota in pakistan marketing plan implementation

In The Name of Allah,

Most Gracious, Most Merciful

TOYOTA in TOYOTA in PakistanPakistan

Implementation of Marketing PlanImplementation of Marketing Plan

NISAR AHMAD NISAR

NAJAM US SAQIB

RIU, MBA Modular

VisionVision

To be the most respected and successful To be the most respected and successful enterprise, delighting customers with a enterprise, delighting customers with a wide range of products and solutions in wide range of products and solutions in the automobile industry with the best the automobile industry with the best people and the best technologypeople and the best technology

Toyota Motors Co.Toyota Motors Co.

Toyoda Automatic Loom Works Ltd is parent organization of Toyoda Automatic Loom Works Ltd is parent organization of Toyota Motors Co. that was established in 1926. Toyota Motors Co. that was established in 1926.

Toyoda separated automobile department as another company Toyoda separated automobile department as another company named Toyota Motors Co in 1937.named Toyota Motors Co in 1937.

TOYOTA in PAKISTANTOYOTA in PAKISTAN

In Pakistan, Toyota started In Pakistan, Toyota started manufacturing activities in 1990 with the manufacturing activities in 1990 with the name of Indus Motor Company Ltd. name of Indus Motor Company Ltd.

Core ValuesCore Values

Product QualityProduct Quality

Customer SatisfactionCustomer Satisfaction

Team WorkTeam Work

Employee CareEmployee Care

Ethical & Honest PracticesEthical & Honest Practices

INDUS MOTORSINDUS MOTORS

Market OverviewMarket Overview INDUS MOTORSINDUS MOTORS

•Government offices

•Armed Forces

•Consumers

•Business Buyers

Product StrategyProduct Strategy

MANUFACTURING HIGH QUALITY PRODUCTSMANUFACTURING HIGH QUALITY PRODUCTS

CUSTOMER SATISFACTION. CUSTOMER SATISFACTION.

SERVICE TO SOCIETY. SERVICE TO SOCIETY.

MAINTAIN MARKET LEADERSHIP. MAINTAIN MARKET LEADERSHIP.

INDUS MOTORSINDUS MOTORS

INDUS MOTORSINDUS MOTORSProduct StrategyProduct Strategy

Branding:

Indus Motor Company Ltd. has a license of production from TOYOTA Motor Corporation Japan

INDUS MOTORSINDUS MOTORSProduct StrategyProduct Strategy

Product Line:

•COROLLA XLI 1.3 EFI•COROLLA GLI 1.3 EFI•COROLLA SE Saloon 1.6 EFI Manual•COROLLA SE Saloon 1.6 EFI Auto•COROLLA 2.0D•COROLLA 2.0D Saloon•COROLLA ALTIS

INDUS MOTORSINDUS MOTORSPricing StrategyPricing Strategy

•Manufacturing cost

•Taxes imposed by Government

•Profit

Less efforts required for much established name TOYOTALess efforts required for much established name TOYOTA

Advertisement budget enhanced by 30%Advertisement budget enhanced by 30%

No Sales Promotion No Sales Promotion

Public RelationsPublic Relations

INDUS MOTORSINDUS MOTORSPromotion StrategyPromotion Strategy

Strong network of DealershipStrong network of Dealership

Active Logistic SystemActive Logistic System

INDUS MOTORSINDUS MOTORSPlacing StrategyPlacing Strategy

Indus Motor Dealers Customers

INDUS MOTORSINDUS MOTORSPlacing StrategyPlacing Strategy

Area Number of Dealers

Sindh 8

Punjab 12

N.W.F.P 3

Balochistan 1

Islamabad (Capital)

2

Azad Kashmir 1

StrengthsStrengths

Less Price LevelLess Price Level

Largest Dealership NetworkLargest Dealership Network

Safety Features- First time in PakistanSafety Features- First time in Pakistan

Aerodynamic Body ShapeAerodynamic Body Shape

Warranty- 1 year/20000 milesWarranty- 1 year/20000 miles

Highest Re-sale ValueHighest Re-sale Value

Customer LoyaltyCustomer Loyalty

INDUS MOTORSINDUS MOTORSSWOT AnalysisSWOT Analysis

WeaknessesWeaknesses

Full Payment on BookingFull Payment on Booking

Long Delivery TimeLong Delivery Time

Transportation ChargesTransportation Charges

Change of Price Applicable –undelivered vehicleChange of Price Applicable –undelivered vehicle

INDUS MOTORSINDUS MOTORSSWOT AnalysisSWOT Analysis

OpportunitiesOpportunities

Demand of New DesignsDemand of New Designs

CompetitionCompetition

Easy Purchase through LeasingEasy Purchase through Leasing

INDUS MOTORSINDUS MOTORSSWOT AnalysisSWOT Analysis

ThreatsThreats

Strong CompetitionStrong Competition

Unstable Economy of PakistanUnstable Economy of Pakistan

Import of VehiclesImport of Vehicles

Banking CrisisBanking Crisis

Made in Pakistan AutomobilesMade in Pakistan Automobiles

INDUS MOTORSINDUS MOTORSSWOT AnalysisSWOT Analysis

INDUS MOTORSINDUS MOTORSConclusionConclusion

•Largest Automobile CompanyLargest Automobile Company

•40 % Market Share40 % Market Share

•Pioneer of 3-S ConceptPioneer of 3-S Concept

•Effective Monitoring of DealershipEffective Monitoring of Dealership

•Loyal CustomersLoyal Customers

•Reliable VehicleReliable Vehicle

INDUS MOTORSINDUS MOTORSRecommendationsRecommendations

•Reduction in Advance AmountReduction in Advance Amount

•Delivery Time to minimizeDelivery Time to minimize

•Less Costly vehicle with name of TOYOTALess Costly vehicle with name of TOYOTA

•Delivery Charges waiverDelivery Charges waiver

•No price change for undelivered vehiclesNo price change for undelivered vehicles

•Promotions should be startedPromotions should be started

•Test drive facility at all DealersTest drive facility at all Dealers

INDUS MOTORSINDUS MOTORS

THANK YOUTHANK YOU