IMC Toyota

Media CampaignsPrint | TV | Publicity | BTL

Project on Integrated Marketing Communications | Dr. S. Chakraberty | PGDM 2010-12

Project on

Toyota’s IMC campaigns

in

NCR region

By

Group 7 | HitTeam

Jitesh Anand 10IB 033

Prashant Misra 10IT 019

Sidhi Agarwal 10FN 107

Kapil Malhotra 10FN 051

Gurbaneet Sethi 10FN 044

Karan Razdan 10FN 052

IMT Ghaziabad | PGDM 2010-12

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ContentsIntroduction...........................................................................................................................................1

Media Campaign Analysis......................................................................................................................2

The Product.......................................................................................................................................2

Insight................................................................................................................................................3

Strategy.............................................................................................................................................3

Execution...........................................................................................................................................3

Appeal...............................................................................................................................................3

Green campaigns:..................................................................................................................................3

The Product.......................................................................................................................................5

Insight................................................................................................................................................5

Strategy.............................................................................................................................................5

Execution...........................................................................................................................................5

Appeal...............................................................................................................................................5

Physical display of Innova and Corolla Altis...........................................................................................5

Recent sales promotion schemes from Toyota:....................................................................................6

Toyota Q Promise “Bharosa” campaign.................................................................................................6

Print Ad | Structure...............................................................................................................................7

Structure...........................................................................................................................................8

The Product.......................................................................................................................................8

Insight................................................................................................................................................8

Strategy.............................................................................................................................................8

Execution...........................................................................................................................................9

Appeal...............................................................................................................................................9

Diwali campaign:...................................................................................................................................9

Product..............................................................................................................................................9

Insight................................................................................................................................................9

Strategy...........................................................................................................................................10

Execution.........................................................................................................................................10

Appeal.............................................................................................................................................10

Toyota Etios campaign.........................................................................................................................11

The Product.....................................................................................................................................11

Product............................................................................................................................................14

Insight..............................................................................................................................................14

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Strategy...........................................................................................................................................14

Execution.........................................................................................................................................14

Appeal.............................................................................................................................................14

Recent Promotional Activities by Toyota in NCR.................................................................................15

Physical display of Etios..................................................................................................................15

‘Suhana Summer’ Service Campaign...................................................................................................15

References:..........................................................................................................................................17

Bibliography:.......................................................................................................................................17

Figure 1 : Toyota Land Cruiser PRADO | 5/10/2010 | Times of India Delhi...........................................3Figure 2 : Toyota Altis CNG | 16/11/2010 | Times of India Delhi..........................................................4Figure 3 : Toyota PRIUS | 15/11/2010 | Times of India Delhi................................................................5Figure 4 : Toyota PRIUS | 16/11/2010 | Times of India Delhi................................................................5Figure 5 : Toyota “Bharosa” print ad | 8/10/2010 | Times of India Delhi..............................................8Figure 6 : Toyota “Bharosa” TVC | 60 sec..............................................................................................9Figure 7 : Toyota Innova | 3/11/2010 | Times of India Delhi..............................................................10Figure 8 : The Toyota Etios Launch......................................................................................................13Figure 9 : Etios Print Ad | 29/11/2010 | Times of India Delhi..............................................................14Figure 10 : Etios TVC | 15 sec..............................................................................................................15

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Integrated Marketing Communications

Analysis of Media Campaigns in NCR

Introduction

Toyota Motors, commonly known simply as Toyota and abbreviated as TMC, is a Japanese

multinational corporation headquartered in Toyota, Aichi, Japan. In 2009, Toyota Motor

Corporation employed 71,116 people worldwide (total Toyota 320,808). TMC is the world's

largest automobile manufacturer by sales and production.

The company was founded by Kiichiro Toyoda in 1937 as a spinoff from his father's

company Toyota Industries to create automobiles. Three years earlier, in 1934, while still a

department of Toyota Industries, it created its first product, the Type A engine, and, in 1936,

its first passenger car, the Toyota AA. Toyota Motor Corporation group companies are

Toyota (including the Scion brand), Lexus, Daihatsu and Hino Motors, along with several

"non-automotive" companies. TMC is part of the Toyota Group, one of the largest

conglomerates in the world.

Toyota Motor Corporation is headquartered in Toyota City, Aichi and in Tokyo. In addition

to manufacturing automobiles, Toyota provides financial services through its Toyota

Financial Services division and also builds robots.

Toyota Kirloskar India Pvt. Ltd. Started operations in 1999 with TMC holding 89% equity in

the joint venture. The company has launched the Innova, Corolla, Land Cruiser, Camry and

recently the Etios in the Indian market. The Etios is a B segment economy car specially

designed for the sub-continental market.

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Toyota | Media Campaigns in the NCR region

Media Campaign Analysis

We have analysed Toyota’s media campaign in October – November 2010. The campaigns

over various media vehicles such as print, TV, OOH, Sponsorship and Publicity have been

enumerated and analysed for their content and impact.

Product campaigns:

Figure 1 : Toyota Land Cruiser PRADO | 5/10/2010 | Times of India Delhi

The ProductThe Toyota Land Cruiser is a premium segment SUV targeted towards high income urban

drivers. The product benefits are through improved safety and driving experience. Since the

SUV costs around `60 lacs, there are esteem benefits associated as with all premium segment

automobiles.

Promise of

Sub-Headline

Proof of claim

Action to take

Central Image


InsightUrban SUV drivers are more inclined towards comfort and luxury that comes with driving a

SUV than the off-road capabilities of the car.

StrategyTarget the luxury and esteem benefits while downplaying the off-road capabilities. The ad

has been made with a Cognitive strategy, to increase awareness about the product.

ExecutionThe TOYOTA Land Cruiser PRADO ad shown above which presents the car in a non-

offroad setting. The copy emphasizes All-Terrain ‘Luxury’ rather than all-terrain driving

ability. The central imagery underlines the size and opulence of the car. The sub-brand

‘PRADO’ has received dominant position in the brand name.

AppealThe advertisement appeals to the emotions of self esteem and ego. Buying the Land Cruiser is

portrayed as a statement of one’s extravagance and an indicator of high taste in luxury

automobiles.

Green campaigns:

Figure 2 : Toyota Altis CNG | 16/11/2010 | Times of India Delhi


Figure 3 : Toyota PRIUS | 15/11/2010 | Times of India Delhi

Figure 4 : Toyota PRIUS | 16/11/2010 | Times of India Delhi


The ProductThe PRIUS and Altis Green campaigns are part of Toyota’s green marketing initiative. The

CNG car and PRIUS hybrid are promoted as eco friendly alternatives to petrol and diesel

cars.

InsightConsumers are aware of the ecological threats facing the planet and will be inclined towards

buying eco-friendly cars.

StrategyThe ad aims to increase awareness about alternative fuel cars such as CNG and Electric

hybrids. The strategy used in Cognitive.

ExecutionUse of green imagery like leaves, green color etc. in the print ad. The graph showing the use

of electric power in the PRIUS illustrates the benefits of hybrid technology, clearly done to

increase awareness about the car.

AppealThe advertisement appeals partly to the emoational and partly has a fear appeal (destruction

of the planet, ecological catastrophe etc).

Physical display of Innova and Corolla Altis Innova and Corolla Altis are displayed in areas based on consumer profiling. In Ghaziabad

expected customers belong to colonies like Raj Nagar and Kavi Nagar, thus Innova and

Corolla Altis have been displayed several times in these areas. The display event is usually

carried out in week days and the duration s generally 4 hours in evening. These displays have

been very successful in generating customer awareness and interest and subsequently lead to

increase in sales.


Recent sales promotion schemes from Toyota:

Free insurance of navratra as it is an auspicious period in India and people prefer

buying cars during navratra. There was an increase in sales due to this offer during

navratra.

Cash discount of Rs 20,000 during Diwali as Indians prefer buying new products on

Diwali due to the religious sentiments attached with the festival.

Cash discounts of Rs 50,000 during December as people prefer buying in January

than December due to the registration issues.

Toyota Q Promise “Bharosa” campaign

Campaign will leverage print, TV and online media

Aims to establish an emotional connect with Indians across states, cultures and languages

To communicate Toyota's promise of Quality to its customers across India

Toyota Kirloskar Motor announced the launch of its brand new corporate campaign Toyota

'Q' Promise on August 3rd, 2010. The Toyota 'Q' Promise (or Promise of Quality) is a

corporate brand-building initiative by Toyota in India, targeting consumers across the

country, and will run on print, online and TV media. An extension of Toyota's corporate

message of Quality Revolution, the campaign aims to reach out to and connect with the

Indian masses, thus reinforcing Brand Toyota across consumer segments.

Commenting on the campaign roll-out, Mr Sandeep Singh, Deputy Managing Director

(Marketing) TKM, said, "The Toyota 'Q' Promise campaign aims to build and sustain an

emotional connect with Indians across states, languages and cultures. In the run up to the

launch of our new compact car Etios late this year, we'd like to reiterate our promise of

Quality in all we do, be it our products, manufacturing systems, after-sales service, internal

HR practices or CSR initiatives. The emphasis will be on using cultural insights and local

languages to create a long term brand recall for Toyota, leveraging everyday relationships

that involve trust and commitment."


'Q' Promise is a holistic statement of Toyota's intent and commitment to the Indian people

and features five promises based on the following topics:

Product and Manufacturing

Safety

Sales and Service

Trust

Employee welfare and skill development

The common creative element that runs through the campaign is a thread or 'dhaaga' - a

symbol of Toyota's commitment to every Indian. The thread is representative of Toyota's

'Customer First' philosophy, which is at the core of all Toyota systems and products.

The duration of the campaign is from August to October 2010 and it will end in an eight page

insert in leading dailies across India.

Print Ad | Structure

Figure 5 : Toyota “Bharosa” print ad | 8/10/2010 | Times of India Delhi

Promise of

Sub-Headline

Proof of claim

Action to take

Central Image


Figure 6 : Toyota “Bharosa” TVC | 60 sec

StructureThe TVC is a sequence of four scenarios which show a Toyoya being part of people’s lives (a

wedding, a rakhee ceremony, a wildlife photographer in an SUV and a group of friends)

The ProductThe advertisement has been published in the backdrop of the massive automobile recall for

Toyota, concerning faulty accelerator pedals in October 2010. The ‘Q’ promise restates the

superior quality for which Toyota is famous. The ad also contains a post script about a to-be

launched product - Toyota Etios.

InsightConsumers are concerned about the car recall involving 1.3 million cars and anxious about

falling standards of quality at Toyota.

StrategyThe strategy is to emphasise that the Toyota standards are still the best in the industry by

reflecting upon the long history of high quality that has enabled the company to become the

world leader in automobiles. The ad is designed to be Affective, to assure consumers.


ExecutionThe ad shown above stresses on the “legendary” standards of the company which were

achieved by putting “customers first”. The copy talks about building a relationship with

customers; the central image used also stresses on relationships.

AppealThe advertisement uses emotional appeal by soliciting the formation of a relationship with

customers and promising quality.

Diwali campaign:

Figure 7 : Toyota Innova | 3/11/2010 | Times of India Delhi

ProductThe Toyota Innova is one of Toyota’s highest selling vehicles.

InsightConsumers are in the purchase state during the festive season and promotional offers act as

motivators for them to choose a particular brand.

Promise of

Proof of claim

Action to take

Central Image


StrategyThe strategy is to attract consumers which have already made a decision to buy an

automobile towards the Toyota brand. By offering discounts and low EMIs the company is

using the Conative strategy to lure in consumers.

ExecutionInnova is positioned as a family car and hence the use of such imagery in the ad above. The

copy emphasizes “enjoying with the family” and clearly mentions the immediate purchase

benefit of low EMIs.

AppealThe appeal is both emotional (family car) and rational (low EMI).


Toyota Etios campaignThe Product

Toyota Kirloskar Motor launched the Etios Sedan on December 1, 2010, marking the

company’s entry into the highly competitive B Segment in India. The Etios has been

developed specifically for Indian customers – ‘World First, India First, My First’.

The Etios sedan will be available in four variants, J, G, V and VX, competitively priced

between ` 4, 96,000/- and ` 6, 86,500/- ex showroom Delhi. The product highlights include

innovative styling, best-in-class cabin and luggage space, superior comfort, impressive fuel

efficiency and the legendary Toyota QDR.

The Etios was launched by Mr. Akio Toyoda, President of Toyota Motor Corporation and

scion of Toyota’s founding family, on his maiden visit to India after taking over as the Head

of the company.

Commenting on the launch of the Etios, Mr. Akio Toyoda, President TMC said: “India is a

key market for our overall strategic growth plans, and the launch of the Etios is definitely a

milestone not only for Toyota in India but for Toyota globally. Toyota strongly believes in

the ‘customer first’ philosophy, hence it was important to collect valuable feedback from our

prospective customers right from the concept stage to what the Etios is today. We at Toyota

believe, ‘the road makes the car’ and the Etios is a product of real-world testing on roads

across India. Our testing has covered a hundred thousand kilometres on every kind of road

that Indian drivers encounter, from Kolkata to Mumbai, from the Himalayan foothills to the

tip of the Indian peninsula.

We at Toyota will continue listening carefully to Indian customers to stay in touch with their

changing expectations. We will respond quickly with technological development and

continue providing products that Indian customers will love.”


Figure 8 : The Toyota Etios Launch

Mr. Yoshinori Noritake, Chief Engineer of the Etios spoke about the development of the

product, he said: “It was very important to understand the needs of Indian car buyers before

designing an India specific car. We learnt that Indian customers are very price conscious but

at the same time want space and comfort for their family, and style to enhance their status.

One of the strong points of the Etios sedan is its true sedan design – designed on a sedan

platform and not as a hatch with a boot – smart packaging that makes it compact at the same

time spacious. More than 2000 engineers from Japan and India have worked in close

collaboration over the last four years with a vision to offer Etios customers the ‘joy of

ownership’ and ‘quality of life’.”

Talking about the Etios Sales and Marketing strategy in India, Sandeep Singh, DMD-

Marketing, TKM, said: “We have planned an elaborate marketing strategy to warm up to our

target customer and through our various campaigns we aim to successfully establish the Etios


brand in India. To start with we signed on Mr. A.R.Rahman as our Brand Ambassador to

establish an instant connects between the Etios values and Indian masses. We are committed

to give our customers a Q-Class experience through a sales and service network that will be

expanded to 150 dealerships by the end of this year.”

Toyota has used newspaper and magazines as a media channel to advertise Etios.

Figure 9 : Etios Print Ad | 29/11/2010 | Times of India Delhi


Figure 10 : Etios TVC | 15 sec

Product

The car is positioned as a economy B-segment automobile (sedan). At a cost of around Rs. 5

lac it is in competition with some premium hatchbacks for share of wallet.

InsightConsumers value the prestige of a “big” car but are apprehensive of the initial cost.

StrategyThe ad is aimed at creating awareness as well as interest.

ExecutionThe image used is of A R Rahman, who is associated with some of the best music produced

in the country – relating it to the quality provided by Toyota. The vermillion ‘teeka’ in the

Etios brand name signifies its status as a made for India car.

AppealThe appeal is emotional – ethnocentric (Indian car by Toyota) and rational (low cost sedan).


Recent Promotional Activities by Toyota in NCR

Physical display of Etios

Etios was displayed in Select Citywalk mall, Delhi on 4th and 5th December, 2010. It was a

whole day event and the car was physically displayed for the first time in the NCR region.

There was an advertisement regarding the display in all the major newspapers to inform

people regarding the display. There was a huge footfall and many people got a chance to see

the car in the way it will be available to the people. People were asked to answer various

questions regarding Etios and its safety features and other specifications and the people

answering correctly got small gifts like key chain and water bottles. The display has been

very successful as there has been huge booking since the event and the car is booked in

advance till July, 2011.

‘Suhana Summer’ Service Campaign

Toyota Kirloskar Motor (TKM) announced the start of its yearly service campaign Suhana

Summer on March 1, 2010. It is a service campaign with free check up for all Toyota models

- across its dealerships in India.

The month-long campaign was conducted across Toyota dealerships between March 1, 2009

and March 31, 2010. Toyota had set a benchmark in the automobile industry for its quality

products and more so for its exceptional after sales service. Keeping this tradition alive,

Toyota had launched this service campaign in 98 dealerships across India.

Speaking on the occasion Mr. Sandeep Singh, Deputy Managing Director, TKM, said,

"Toyota, having pioneered in the 'Customer First' approach throughout the world, has timed

this service campaign to correspond with the vacation season in India. The campaign will

help our customers to gear up their vehicles for long journeys, ensuring safe, comfortable and

fun filled drives during summer vacation".


Under this campaign, all Toyota customers would be eligible for a free 30 point check up of

their Toyota vehicles and an option to choose from a broad spectrum of service parts

packages, which include most of the periodic and general maintenance repair related parts.

All customers participating in the campaign by purchasing any of the packages were eligible

for exciting lucky draw prizes which range from over 30 Gift Hampers and a host of other

assured gifts on various packages.


References:

1. The Times of India Delhi – epaper website.

2. The Hindu – Daily Newspaper.

3. “Bharosa” TVC taken from http://www.youtube.com/watch?v=llkxQjNKNWg.

4. Etios TVC ta2en fr60 http://www.youtube.com/watch?v=QBbRTi5NTSs.

Bibliography:

1. Advertising and promotion, George E Belch , Michael Belch and Purani Tata

McGrawhill, 2009.

2. Advertising and Integrated Brand Promotion, O’Guinn, Allen, Semnik, Thomson

Publishing0020.

Documents

IMC Toyota