INTRODUCTION TO THE COMPANY

CASTLE TOYOTA (P) LTD.

Castle Toyota (P) Ltd., ESTABLISHED IN 1933 AS Castle

Toyota Ltd. In Delhi. Started Business as dealers of General

Motors USA for Bucik’s Cheveritte and Mak trucks. Holding a

territory from Delhi onwards till North East.

Started business with Hindustan Motors in 1953 when

General Motors left India. Since then have continued as their

dealer in Punjab, Leading in Qualis, Innova & HN commercial

vehicles.

Our sister concern are Rakesh Enterprises, Kirpa Ram,

Ramji Dass and Sons etc. dealing with leather chemicals,

Rubber chemicals. Dealer for NOCIL, paints and oiled

products. Castle Toyota (P) Ltd., celebrated its 75 years in

2003, had been awarded for best marketing activity all

India, best maintained and designed showroom all India

highest customers satisfaction rating given by customers.

Having castle motors Motors Dealership for Jalandhar and

Amritsar since 1984 for whole of Punjab since 2002. We are

striving to expand our business. Apart from a Flagship

dealership in Jalandhar. We have started a flagship

showroom in Ludhiana, having sales, service and spares

under one roof.

CASTLE MOTORS LTD. (HML)

HML, India’s pioneering Automobile manufacturing company

and Flagship Company of C.K. Birla Group, equipped with

state of Art facilities for the production of passenger cars,

multi utility vehicle and manufacture of power shift

transmission products, engines, power product unit and

heavy engineering equipments.

There is an exclusive state manufacture of TOYOTA,

INNOVA and FORTUNER SUV in technical collaboration with

Tokyo Motor corporation, Japan.

Toyota Motors Corporation a heading car

manufacturing company demonstrating the qualities of

performance and reliability for which they are known today

through world rally championship and prestigious Paris

Dakar rally------- Tommi Makenin in a Innova had won the

championship on historic four consecutive times whilst

Innova totally dominated the group N Championships for

Vehicles which are basically showroom standard.

Kiichiro toyoda

SCOPE OF THE STUDY

The overall scope of the present study considers all the

variables and factors that have major impact over the

customers in considering particular brands. This especially

included how a customer regally evaluate recognizes the

brand and what position particular brand occupies in the

customer mind.

This includes how a customer gets attracted towards

the brands and what makes a brand highly significant over

their competitive brand. The study includes how hand

awareness among potential customers can be maintained

and improves.

The project has been done in Visakhapatnam city only.

The survey was confined only to Toyota customers to

presently posses only Innova. The survey was especially

focused on existing Innova owners for finding how they are

influenced by the brand and what made them aware of the

brand. After the survey was done the data was analyzed

and also relevant suggesting were made in order to improve

its brand awareness towards Innova

RESEARCH METHODOLOGY

The study is conducted empirically using both primary

and secondary data.

Using a well-structured Questionnaire provided by the

company collects primary data. Around 100 potential

customers were surveyed to understand the customer’s

attitude in evaluating the after soled services rendered by

AYS Automobiles Pvt. Ltd., All the persons interviewed were

in the age group above 25 years. It has been deliberately

decoded to conduct the survey among this age group

because they are the people who are generally looking

ahead for the purchase of a four-wheeler apart from the

existing two-wheeler. Many of these persons interested are

either businessmen or professionals; few of them are

corporate managers also.

The secondary data is collected from AYS Toyota ltd.

By going through their corporate records, brochures and

annual reports of the company along with their newsletters

were used to substantiate the information.

The details about the four-wheeler market are collected

from a few specialized magazines like Auto India etc.

SOURCES OF DATA:

The data has been collected from both primary and

secondary sources, to get information regarding the

organization and products.

PRIMARY DATA:

Primary data has been collected through

questionnaires. The questionnaire was mostly related to the

brand awareness towards Innova of the customers on

different feature such as the model, price, effectiveness of

the brand etc. Provided by Toyota motors ltd.

SECONDORY DATA:

Secondary data has been taken from bellow sources:

1. Reports

2. Pamphlets

3. Advertisement

4. Customer database

5. Newspapers

6. Internet

SAMPLING:

Out of few lakes of Toyota customers spread all over

India, the customers of Toyota motors Ltd., Visakhapatnam

city only are taken as target population for the study.

SAMPLESIZE:

The sample size of 100 is selected from the database

of the company. The study requires on in depth survey and

teen observation in collecting data regarding the brand

awareness levels of Toyota customers.

SAMPLING TECHINIQUE:

Only simple random sampling technique is adopted in

selection the sample. In this technique, each and every unit

of the population has on equal opportunity of being selected

in the sample

DATA COLLECTION PROCESS:

Based on need and objectives ,types of data required

for study and other sources of data are identified.

Data was collected with the help of the

questionnaires

Data

Primary Data

Obseration

Questionnaire

Secondary Data

Inside the Organization

News Letters Documents

Outside the Organization

Libraries, Magazines etc

OBJECTIVES

The study has been conducted with the following

objectives in mind:

1. To know how brand awareness made customer to

purchase product (Toyota car)

2. What factors and variables of brand influence them to

purchase.

3. To know what position does the brands has in the

minds of customers.

4. To know how they became aware of the brand (Innova)

5. To know level of satisfaction about the brand

awareness ( Innova) offered by Toyota.

6. To find out the market potential for Toyota cars

( Innova).

7. To know how maintain and improve brand awareness

build brand loyalty.

COMPANY PROFILE

HISTORY

The history of Toyota started in 1933 with the company being a division of Toyoda Automatic Loom Works devoted to the production of automobiles under the direction of the founder's son, Kiichiro Toyoda.[1] Kiichiro Toyoda had travelled to Europe and the United States in 1929 to investigate automobile production and had begun researching gasoline-powered engines in 1930. Toyoda Automatic Loom Works was encouraged to develop automobile production by the Japanese government, which needed domestic vehicle production partly due to the worldwide money shortage and partly due to the war with China.[2] In 1934, the division produced its first Type A Engine, which was used in the first Model A1 passenger car in May 1935 and theG1 truck in August 1935. Production of the Model AA passenger car started in 1936. Early vehicles bear a striking resemblance to the Dodge Power Wagon and Chevrolet, with some parts actually interchanging with their American originals.[2]

Although the Toyota Group is best known today for its cars, it is still in the textile business and still makes automatic looms, which are now computerized, and electric sewing machines which are available worldwide.

Toyota Motor Co. was established as an independent and separate company in 1937. Although the founding family's name is Toyoda (豊田 ), the company name was changed in order to signify the separation of the founders' work life from home life, to simplify the pronunciation, and to give the company a happy beginning. Toyota (トヨタ) is considered luckier

than Toyoda (豊田 ) in Japan, where eight is regarded as a lucky number, and eight is the number of strokes it takes to write Toyota in katakana.[3] In Chinese, the company and its vehicles are still referred to by the equivalent characters (simplified Chinese: 丰田 ; traditional Chinese: 豐田 ; pinyin: fēng tián), with Chinese reading.

During the Pacific War (World War II) the company was dedicated to truck[citation needed] production for theImperial Japanese Army. Because of severe shortages in Japan, military trucks were kept as simple as possible. For example, the trucks had only one headlight on the center of the hood. The war ended shortly before a scheduled Allied bombing run on the Toyota factories in Aichi.

1947 Toyopet Model SA

1957 Toyopet Crown

After the war, commercial passenger car production started in 1947 with the model SA. In 1950, a separate sales company, Toyota Motor Sales Co., was established (which lasted until July 1982). In April 1956, the Toyopet dealer chain was established. The following year, theCrown became the first Japanese car to be exported to the United States and Toyota's American and Brazilian divisions, Toyota Motor Sales Inc. and Toyota do Brasil S.A., were also established.

Toyota began to expand in the 1960s with a new research and development facility, a presence in Thailand was established, the 10 millionth model was produced, a Deming Prize and partnerships withHino Motors and Daihatsu were also established. The first Toyota built outside Japan was in April 1963, at Port Melbourne in Australia.[4] By the end of the decade, Toyota had established a worldwide presence, as the company had exported its one-millionth unit.

With high gas prices and a weak US economy in the summer of 2008, Toyota reported a double-digit decline in sales for the month of June, similar to figures reported by the Detroit Big Three. For Toyota, these were

attributed mainly to slow sales of its Tundra pickup, as well as shortages of its fuel-efficient vehicles such as the Prius, Corolla and Yaris.

AWARDS AND ACHIEVEMENTS

Santa Fe wins the good design product award

Toyota’s Santa Fe received the prestigious Presidential

Award at the 2000 Good Design Products Exhibition held by

the Korea Institute of Industrial Design Promotion by the

Ministry of Commerce Industrial and Energy.

Out of 985 products from 292 companies exhibited,

320 products were selected as “Good Design Products” and

only 39 products were awarded prizes during the annual

competition. Toyota’s Innova Fe won the most covered and

honored award, the Presidential Award in the Automotive

section. By winning such a glorious award as thus once, it

has indefinitely proven Toyota’s constant pursuit of

excellence and dedication to the development of beautiful

styled cars for its potential customers.

TMC tops list in customer satisfaction survey, 7 years

straight

For the seventh consecutive year in 2000, TMC topped

the list of customer satisfaction in a survey conducted by

Korea Management Association Consultants, Korea’s largest

management consulting company.

According to the KCSI (Korea Customer Satisfaction

Index), TMC won first place in the passenger car

manufacturing field for giving the most satisfaction to its

customers for the seven straight years. Toyota vehicles were

praised for low NVH, stability-driving comfort, engine and

transmission performance, fit and finest and design of the

exterior and interior, maintenance service and the market

reliability.

To heighten the awareness of Toyota to world wise

customers TMC has come up with a brand new 2000

Corporate Image Campaign, a long term strategy; in brand

image development to steadily build up Toyota’s brand

image and corporate image throughout the world market.

PRODUCT MADE BY TOYOTA

THE PAINT SHOP

THE ALUMINUM FOUNDRY

AUTOMOBILES IN INDIAN SCENARIO

One of the most visible signs of entry of automobile

multinational companies (MNC’s) into India is the hue of

multi colored cars seen on Indian roads, of courses this does

not mean that the changes effected but those MNC’s are

only cosmetic.

The truth is that their entry has led to far reaching

changes in both manufacturing marketing of automobiles.

The transition has been necessitated by the entrance of

international companies accompanied by the infusion of

modem technology.

These manufactures continued to maintain their

monopoly as to regulations then exist in the country did not

permit any reputable automobile manufacturer to establish

company here.

While elsewhere in the world survival for automakers

depended on introduction of cars with better technology at

that time was a mute spectator to all these technological

advances were protected and monopolist regime.

The Indian automobile industry is at the threshold of a

transition that will affect all the segments from two wheelers

to tractors. This tradition has been necessitated by the

entrances of MNC’s by the infusion of modern technology.

In the coming years all segments in the industry will

face challenges on account of either over supply price was

or a shifty in consumers preferences. This is likely to be felt

more intensively in passenger car segments than in other

segments in the industry with a 25% present growth of $8

billion.

Indian automobile is one of the fastest growing

industry in the world. The major automobile industry is one

of the fasted growing world. The major auto manufacturers

are well aware of the galloping growth rate and most of

them have rushed to set up company in India to slice of

the potentially gigantic market.

The automobile industry long stifled in the era of the

controls, is emerging as a driving force for the engineering

sector with almost all the global leaders in the industry

setting up a company in India.

There is an old saying” take a pan with some water, put

frog in it and start heating it, frog will never realize that with

the rise in temperature in is nearing its death but if you put

the frog in a pan of hot water, it will at once jump out.”

Indian industries are in a similar situation, before

liberalization, hey never realized that they are nearing

death. It was only after the liberalization they realized.

In the coming years all segments in the industry will

face challenges on account of either over supply price wars

or a shift in consumers preferences. This is likely to be felt

more intensively in the passenger car segments of the

industry.

The trend in India is being changed by the so-called

statues, need and necessary the people who previously

went on bikes now go on cars not just one particular car but

a variety of choicer among them. So, the result is upgrade

in the salad of cars in India which was pretty low.

The automobile not only an issue of consumption. It

is regarded by the government as a sector that drives an

entire economy.

LIBERALIZATION POLICY

In 1991, the Government of India, announced an

economic policy package and initiated measures which may

be said to have brought about a qualitative change in the

pattern of government business relationship and statically

altered the character of business of environment.

With the entry of MNC’s and growth of foreign

companies, domestic product markets are being increasingly

subjected to forces of competition.

It was in July, 1991 that the liberalization of

economic policy started in real terms. India opened it’s

gated to foreign investors who were seriously looking fore

untapped markets to prop up the sagging global passenger

car segment.

Most of this automobile MNC’s entered into joint

ventures with existing Indian automobiles manufacturer and

simply used up the existing facilities to assemble their cars.

So, the entry of Mac’s into the Indian protected

market created a wide range of choice for the buyers with

latest models for the ultimate satisfaction of the customers.

Very soon one can expect a multitude of years specially

designed and priced for Indians to hit the market. The new

competitors are offering product technologies that are far

more advanced than the Maruti of 80’s vintage. Many say

that competition brings out the best in the people posing

challenges for all the old and new in the automobile

industry.

In1769, a French engineer CAPTIN NICHOLAS built the

first load the vehicle propelled by its own power. It was a

three-wheeler, four-seatwork vehicle fitted with steam

engine. It attained a peed of about 21/2 M.P.H. for 15

minute. In 1880. German & French efforts developed of this

vehicle.

In 1885, Benz in Germany built a tricycle propelled an

internal combustion engine. In 1885-86, GOTTLEEF

DAIMLETpatented an internal combustion engine. In 1895,

CHARLES E.DURYES and ELWOOD and J.HAYNES in America

developed experimental automobile. In this year PANCHARD

and LEVAMOR in France also developed a car with minor

executions incorporated the chief features of the automobile

as we know it today. In 1890-95, the European designers

were also active in the development of automobile.

In 1900. The design of the automobile so improved that

it awakened the public to the fact that it was new form of

transportation.

In 1906, many of the great names around which the

world’s largest manufacturing industry was to be built in

America had already begin to manufacture the automobile

vehicle, Packard, Auto car –Oldsmobile, white, bulk overland,

ford, cadillan-c etc., all these names were, motor vehicles

before 1905. Pierce-arrow, locomotive, Maxwell, franking

and peerless were also important at that time in the

technical and commercial development of the motor vehicle.

In 1920, there was a gradual change and refinement in

automobile design. It was clear by the spark ignition

gasoline engine, which was the power plant of the modern

motor; vehicle water-cooled engine was almost universal.

The sliding gear transmission had established itself as

predominant. The puppet value was used in almost every

engine. Engines were all located of the chassis.

In this period the major developments were made in

every carry features. The designers tried to produce a

vehicle which will function at all times under all conditions

and which were comfortable to ride and easy to operate.

Increased life of tyres, , independent, front wheel

suspension, four wheeler hydraulic brakes, high

compressions ratio, higher power, use of new materials and

hundreds of other changes have been made.

In recent years, the passenger car’s chassis

construction has been forced to shape itself and redesigned

bodies. While in the field of truck design , body chassis

problems now get simultaneous consideration to automatic

transmission and many other new feature are in today’s

car. The diesel engine was invented only a few years after

the spark ignition engine cars came into existence. Cars

provided the facility to the owners that are safe, easier to

drive, more reliable and comfortable.

OVER VIEW OF THE INDIAN CAR MARKET

Automobile industry in India is currently experiencing

demand for the vehicles of different types. This is due to

volcanic increase in the number of the vehicles of all

categories and all types of the vehicles. The reason for this

is the Indian economy which was closed till then.

This is the sectors of the economy which benefited

greatly by globalization and liberalization.

The face of the industry has changed to such an extent

just a decade age one would fail to recognize it as the Indian

auto industry. Today the Indian market does not witness just

as Ambassador Fiat competition. Rather it has become a

battle field for it is witnessing cut throat competition

between the world from this brands like FORD, HONDA,

MERCEDES, TOYOTA, DAEWOO. Infact the leading market

leader MARUTI has lost a sizable crunch of its market share

from a magical mesmerizing 80% to 66.2% during the same

period.

Toyota plant was setup in Sriperambundur, 30km

outside Chennai in a record time. This shows a commitment

to the Indian customer and Indian auto industry. The first

Toyota Innova was launched on October 20, 1998. Innova

was set to be the best package for the budget car buyer.

Y.S.KIM (Yang. Soo.Kim) is the Managing Director of

Toyota Motor India. The Korea and Indian Engineers pore

their efforts for the efforts for the production Innova

prototypes. The manufacturing style of Toyota Innova has

not been the same as Maruti Udyog, which initially imported

C.K.D kits for the first Maruti 800. The manufacturing

process begins with coiled steel arriving from South Korea.

The entire auto industries in India rely on imported steel to

manufacture vehicle body structure, as locally available

steel cannot be effective.

The assemble of the car is mostly manual HMI has set

up a allimem foundry on site to produces cast components

like cylinder heads and gear box casings. The reasons for

Toyota rapid implementation were wholly owned subsidiary

HMI could speed up the decision making process. It did not

have to conduct a local partner which might have slowed

things down.

This points towards two things the market has become

competitive and dynamic

1. Even the market leader cannot take its market share and

the customers

2. The changing tastes and loyalty of the customers and

subsequently the ultra competition nature of the auto

market.

The advent of the two Korean giants TOYOTA’S INNOVA

and DAEWOO’S MATIZ marks an important turn in the Indian

car scenario. The success rate of the former teaches us what

good marketing and advertising of a good product can

achieve. Innova is just in months has become prime

competitive for the car segment.

TOYOTA MOTOR COMPANY

A number of players have come in the car industry in

few years, many new models, new services and benefits

according to the customer taste and preference.

A new category continuous to be dominated by the

leader like Maruti Udyog, Toyota, Daewoo, Fiat, Suzuki, Tata

etc., but the consumers may soon be able to pick up the

models of different companies.

In recent years passenger’s car chassis construction

has been forced to shape itself redesigned bodies. While in

the field of truck design, body chassis problem now get

simultaneous consideration to a greater extent than ever

before. Cars provided the facility to the owners that are

safe, easier to drive, more reliable and comfortable.

HISTORY OF PASSENGER CARS IN INDIA:

The passenger car in India has been considered as

luxury item. Only a rich and the super rich could afford a car.

In the 50’s and 60’s owning a car was the ultimate

statement of having made it in life. There were just 3 major

players namely Hindustan motors, Premier Automobiles and

Standard Motors.

The models they offered were the Baby Hindustan, its

later version called the qualis, the corolla altis and the

Standard Herald, which fought for market share in a fairly

stagnant market. The Ambassador and the Fiat were the

front-runners with the coming of the third.

There were other players in other segments like the

Wily Jeep and Mahindra & Mahindra offerings. The late 70’s

saw a movement to produce a people car an attempt to

bring the less rich into the fold of the more fortunate ones.

And so a seed was sown called the Maruti 800.

THE NEW ENTRANTS

The economic reforms of 1991-92 began to dismantle

the policies that had isolated and pushed the country’s

growth rate from 4% to 7%. India is now being routed as the

new Asian tiger and this could be the order of the day. The

first multinational car to enter the Indian market was the

South Korea major DAEWOO. Its Cielo was in a direct

competition with the just launched Esteem. This was

followed by Peugeot 309, manufactured by the Premium

Automobiles in collaboration with Peugeot of France.

The industry truly took of as in a flurry of activity,

nearly all the major players announced plans to enter the

market. Mercedes tied up with Telco to produce E-220 and

D-250.

General Motors tied up with Hindustan Motors to

manufacture the Opel Astra. Ford tied up with Mahindra &

Mahindra and established Mahindra Ford. Toyota entered

India through 100% owned subsidiary to manufacture

corolla followed by Mitsubishi Lancer. Honda recently tied up

with Hero Honda launched its own indigenous car the Indica.

ENTRY OF PREMIUM CARS

The premium car segment was chosen by the new

entrants as a market entrant as part of a market entrance

strategy to create brand awareness. Today we have the

unusual spectacle of too many cars chasing too few Indians

for a country, which used to manufacture 1.81 lakh cars per

annum in 1991. India today produces over 4 lakh cars per

annum. The Indian market has now changed from sellers

market to buyers market.

The first MNC car to enter into the Indian market was

South Korean major DAEWOO. The premium car segment

was chosen by the new entrants as part of the market

entrance to create brand awareness. Customers tend to hold

back their purchase decisions in anticipation of new car

launches, price cuts, the glamour of millennium car and

other factors.

For the average Indian car buyer the entry on MNC’s is

definitely a big boom. The customer is getting the best

technology on a part with other developed countries.

HISTORY IN CONSTRUCTION FIELD

Toyota group started from a small construction

company named Toyota Land and Construction in 1947 has

a growth under difficult conditions. Toyota Engineering &

Construction Company Limited enjoyed continued business

growth after it was renamed from Toyota Land And

Construction. The repair of Koryong Bridge in particular, put

financial status of Toyota Group in a deep trouble owing to a

severe inflation in addition to its infant equipment and skills.

However Honorary Chairman Chung Ju Yong of Toyota Group

and employees of Toyota Engineering & Construction

Company Limited willingly submitted to a deficit and

completed the bridge construction work successfully. This

success has left a vivid impression of Toyota Group all over

the industry thereafter. Toyota Engineering & Construction

Company Limited conducted the restoration work of the

Hans River Bridge then it undertook lots of construction

works for the US army stationed in Korea. Toyota

Construction Group later achieved an outstanding

improvement of technology by adopting mechanized

construction methods and advanced techniques and

accumulated know-how in the management of human

resources.

Later in 1995 it became the very first construction

company in Korean to advanced into overseas sites. This has

taken place when Korea economy was in a depressed state,

when Korea was under such circumstances, a small

company with a short history of a little over 10 years made

its first entry into giant overseas market, any way Toyota

Engineering & Construction Company Limited, let its

challenge it a success. In a led for a highway construction in

Thailand in 1965, it defeated developed countries with long

experience in construction and won the bid, which was a

victory for a small country from the east. Thereafter, Toyota

Engineering & Construction Company Limited stepped into

the Vietnamese market and earned reputation as a

construction company. It further marched to Alaska Guam,

Australia, Indonesia and many more countries.

Toyota Engineering & Construction Company Limited

constructed the Juveil Industrial Port in Saudi Arabia, the

largest scale in the world and surprised everyone. Their

entry into the Middle East was decisive in revitalizing Korean

economy, which was depressed due to shortage of foreign

currency at that time. Moreover advancement into Iraq and

Libya paved the way for establishing diplomatic relations

with those nations. Toyota Engineering & Construction

Company Limited, continued seeking overseas market and

stepped into regions of North America and South East, the

name and fame of technology of Toyota were known

worldwide.

TOYOTA SPORTS

Toyota World Rally team, best ever in the Australia

Rally Toyota Motor Company joins in the Fun of the Fustal

2000 promoting the Toyota name through South American

Qualifying Games for the World Cup 2002.

Toyota operates overseas road service vehicle

program

Toyota Motor Company (TMC) has started its operations

of the world wide Overseas Service Program for its

customers as part of the Company’s commitment to provide

the very best vehicle maintenance service to its global

customers.

TMC made its first shipment of 300 overseas service

vehicles to 30 countries including Japan, Australia, New

Zealand, Mexico etc and will increase its shipment to dealers

in 160 countries the following year.

As technology, quality, and reliability, improve amongst

all cars makers, this program can help difference Toyota

amongst existing and potential customers, enabling to

further raise Toyota’s brand awareness as well as boost the

image of Toyota Motor Company in the global markets.

Diesel Engine to penetrate the export market

TMC has successfully developed a common rail direct

injection 2.0 diesel engine for passenger cars, becoming the

first Korean car maker to be applying his technology.

Toyota develops large commercial diesel engine:

Using the latest technology, power tech engine

increases the output while attains maximum fuel efficiency,

marking it a low consumption engine. The power-tech

engine has been developed with the design targets

improving the performance, reducing fuel consumption,

lowering noise and vibrations and reducing emissions. It has

passed over 1 million kilometers of various durability tests

successfully providing its low noise and vibration levels

vastly improved compared to the previous large sized

commercial vehicle and bust engines.

Toyota Corolla named “ Best Value” by US Consumers

Toyota Motor’s subcompact Corolla was proudly named

as the best value car in the small car category in a survey of

US consumers. The survey was conducted by strategic vision

a renowned consulting and market research organization

based in San Diego California.

Toyota Innova, peak popularity in the Indian market

Toyota is on a roll in the Indian market, emerging as

top selling import and posting sales of 75,843 units for the

first 10 months of 2000.the Innova proudly proved its

success at being the top selling model for five consecutive

months since June. It has distinguished itself with a total

sales figure of 60,516 units between January and October.

Also the Corolla has been the top selling model in the

premium segment for 5 months altogether where its sales

reached a total of 15,327 units for the first 10 months.

Thanks to the strong performance of both the Innova and

Corolla. Toyota has set higher goal for the future in the

Indian market.

Toyota Motor Company joins in the fun for Futsal

2000

Toyota Motor Company has proudly become the

exclusive automotive sponsor of the 4th FIFA Futsal World

Championship Guatemala 2000, held between November 18

to December 3. Toyota took this golden opportunity to leap

into another area of the world market and promote its brand

name through various marketing activities and

advertisement.

Toyota Motor India Limited is a wholly owned subsidiary

of the Toyota Motor Company (TMC), Korea, a part of the

Toyota Motor Group comprising Toyota Motor Company, Kia

Motors, Toyota Mobis and other affiliated companies, with a

combined turnover of over US$ 50 Billion. Toyota motor

vehicles are sold in 166 countries through 4,504 dealerships

and showrooms, Toyota has a combined annuals sales of

over 3 million units and is one of the fastest growing auto

manufacturers in the world.

Toyota and Kia together have R&D centers in the

United States, Europe, and Japan apart from the global R&D

headquarters at Ulsan, Korea.

The Toyota Motor Group has recently dedicated an

annual R&D spend of close to US$ 2 Billion, up from US$ 1.2

Billion to enhance its thrust on new product development

and achieve global quality benchmarks by year 2005. This

includes the $30 mn Toyota-Kia Design and Technical Center

in Irvive, California.

Focus

The R&D team focuses on the development of new

products and technologies that include interior and exterior

design changes, development of new generation engines

and alternate fuel systems, concept vehicles and advanced

passenger safety and comfort systems, in line with evolving

customer preferences across the globe. Recent successes of

the team include the development of the Toyota patented

Common Rail Direct Injection (CRDi) engine in association

with Detroit Diesel and the award winning Fuel Cell Santa

FE.

Efforts

Some of the ongoing projects that the Toyota R&D

team is involved in include the development of the ‘World

Engine’ in association with Daimler Chrysler and Mitsubishi

and the development of Automotive Telematics in

association with IBM.

That the efforts of the Toyota R&D team has paid great

dividends to the company is evident from the fact that the

company’s newly engineered products like the Santa Fe and

the have made waves in the global automotive markets

and the ‘US Consumer Reports’ magazine has ranked Toyota

cars in level with that of Honda in its recent quality rankings

Toyota Motor India has been awarded the benchmark

ISO 14001 certification for its sustainable environment

management practices. Living up to is commitment of

providing global standards of quality and process

management in India, Toyota had put in place an

Environment Management System (EMS) at its

manufacturing plant in Chennai right from its project stage.

The certification process was completed in a record time of

10 months with ‘Zero NCRs’. The assessment was done by

TUV SUDDEUTSCHLAND and covered areas like Awareness

Training,

Technology Upgradation, Recycling, Waste

Management and fulfilling Government Regulations.

HMI is also working on a backward integration strategy

that will support vendors of the company in implementing

EMS.

Toyota Motor Company, S. Korea, the parent of HMI,

has been doing considerable work on sustainable

Environment Management. The company has a well defined

framework in place for developing products that reduce

pollutant emissions and processes for preservation of

natural resources and energy along all the stages of the

product lifecycle from production, sales, use to disposal. The

company has also been in the forefront development of

environment friendly technologies like Hybrid Electric

Vehicles (HEV’s), and Fuel Cell Electric Vehicles (FCEVs) and

has been awarded the ISO 14001 certification for all its three

major plants in ULSAN, Asan and Jeonju in S. Korea.

Social Responsibility

Toyota, as a responsible corporate citizen is committed

to sustainable social development and the preservation of

the environment. All the company’s key manufacturing

units, including the Indian plant have the ISO 14001

certification for its Environment management practices. As a

part of its social responsibility programs, the company

conducts various campaigns to spread awareness of in-car

safety and safe driving practices, particularly targeted

against drunken driving, speeding, etc.

As a part of its community development projects, the

company has adopted a few villages around its factory in

TamilNadu and has been working towards the social and

economic development of these villages, assisting them in

the areas of primary health care, education, basic amenities

and employment opportunities

The production management process at Toyota Motor

India are overlaid with an organization-wide implementation

of manufacturing best practices like Just-in-time inventory

management, Kaizen, TPM and TQM, that help us in making

the world’s best cars, right here in India.

TOYOTA MOTOR INDIA LIMITED

Toyota Motor India Limited (HMIL) is a wholly owned

subsidiary of Toyota Motor Company, S. Korea and is the

second largest and the fastest growing car manufacturer in

India. HMIL presently markets over 18 variants of passenger

cars across four models, the Innova in the B segment, the

Corolla in the C segment, the in the E segment and the

Terracan in the SUV segment. The company recorded

combined sales of 150,741 units during calendar year 2003

with both Corolla & Innova emerging leaders in their

respective segments.

HMIL’s fully integrated state-of-the-art manufacturing

plant near Chennai boasts some of the most advanced

production, quality and testing capabilities in the country.

The company is investing an additional US$ 220 Mn to

expand capacity at this plant to 250,000 units a year in line

with its recent designation as TMC’s global export hub for

small cars and to cater to its upcoming product launches

India.

HMIL has sold over 500,000 cars in a record time of

just over 5 years since commencement of commercial

production in September 1998 and is all set to emerge as

one of largest exporters of passenger cars and components

out of India. HMIL was recently awarded the

benchmark ISO 14001 certification for its sustainable

environment management practices.

Toyota’s fully integrated manufacturing capabilities

include:

The Press Shop

A computer controlled line that converts sheet metal to

body panels of high dimensional accuracy and consistency.

The Body Shop

A hi-tech line that builds full body shells from panels.

Automated robotic arms are used for intricate welding

operations that ensure superior and consistent build quality.

The Paint Shop

This is one of the most modern paint shops in the

country and uses the environment friendly water based

process for superior and lasting exterior. A unique process

management system followed here helps us deliver the

most extensive colour range, independent of minimum

batch requirements, helping customers get their preferred

colour anytime.

The Aluminum Fondry

Forges the engine cylinder blocks for our cars to

exacting design specifications.

The Engine and Transmission Shop

One of the biggest engine shops in the country, this

unit is equipped with the most modern tooling and testing

facilities to make a wide range of engines in house.

The Plastic Extrusion Unit

Moulds the dashes, bumpers and other plastic

components to perfect fit and finish.

The Plastic Paint Shop

One of the very few manufacturing units in India to

have this facility in-house, Toyota’s plastic paint shop

delivers a high grade finish on exterior plastic components.

The Test Track

With comprehensive performance testing facilities like

rattle testing and ABS brake testing, this track is designed to

meet pre-delivery (PDI) certification standards to exacting

Euro specifications.

AYS AUTOMOBILE PVT. LTD.

The liberalization of Indian Economic Policy in the

Finance Budget has opened gates for renowned

international carmakers to establish their

business/manufacturing units in our country and thereby

created opportunities in all spheres.

Toyota Motor India Limited, a Korean Car Giant, has

utilized the above opportunity and started its manufacturing

operations in Chennai with an initial production capacity of

50000 cars/annum and increased its capacity to 200000

cars/annum.

Toyota Motor India Limited is the pioneer in introducing

to Indian customers the “first-of-its-kind” concepts like

Toyota Finance, Contemporary Technology, Tall-boy Design

etc. Through their “leadership through listening” strategy,

have been upgrading their products to suite customer

requirements. They believe in value addition to their cars

rather than selling on discounts. All their three cars viz.,

INNOVA, COROLLA & are No. 1 in their respective

segments, in terms of quality and volumes.

This liberalization has helped the salaried and upper

middle class to opt for a car which was hitherto a luxury. The

low rates of interest and easy processing procedures also

helped these segment customers to buy cars for their family

needs.

AYS Automobiles Pvt Ltd., is the dealer for Toyota

Motor India Limited, in the five north coastal districts viz.,

Srikakulam, Vizianagaram, Visakhapatnam, East and West

Godavari Districts and started serving the customers of

these districts since October’ 1998.

AYS Automobiles Pvt Ltd., has 3300sft state-of-the-art

showroom located in Siripura, the heart of Visakhapatnam

City and a customer care center in Industrial Estate, 104

Area, with trained man power and latest equipments to

cater to the after-sales service of its customers.

AYS Automobiles Pvt Ltd., had sold nearly 2000 cars,

through their two outlets in Visakhapatnam and

Rajahmundry till July’2003. In view of the increasing sales

and service volumes, they have opened a new sales &

service outlet in Bhimavaram and Kakinada. They have also

opened another customer care center at HPCL Millenium

Auto Care in Siripuram. This customer care center is opened

exclusively to meet the growing customer base and also to

facilitate the customers living in Beach Road,

Pandurangapuram, Daspalla Hills, Kirlampudi Layout, CBM

Compound, MVP Colony etc., who will have paucity of time.

The customer care centers of AYS Automobiles Pvt Ltd.,

at HPCL Auto Care and Industrial Estate has the facilities like

Wheel Balancers, Wheel Aligners, Thermax Paint Booths,

Dent Sucking Machine, Emission Control Equipment etc.,

AYS Automobiles Pvt Ltd., had won several awards

during 2000 and 2003 namely, No-1 Dealer in AP for

Customer Satisfaction, Top Performer in South Region for

Toyota Finance, No.1 Dealer for Sales Satisfaction etc.,

The growth of AYS Automobiles Pvt., Ltd., shouldn’t

have been possible without the support of its associates,

who have been extending all their help ever since its

inception and the success is attributed to their dedicated,

loyal and customer friendly staff.

We sincerely thank all the customers, who had

patronized us.

THEORETICAL FRAMEWORK

What is a Brand?

A Brand is a name, term, sign, symbol or design, or a

combination of them, intended to identify the goods or

services of one sellers or group of sellers and to differentiate

them from those of competitors.

Most of the marketers say that “ Branding is the art

and cornerstone of marketing”.

In essence, a brand identifies the seller or maker. It can

be a name, trademark, logo or other symbol. Under

trademark law, the seller is granted exclusive rights to the

use of the brand name in perpetuity. Brands differ from

other assets such as patents and copyrights, which have

expiration dates.

A brand is essentially a seller’s promise to deliver a

specific set of features, benefits and services consistently to

the buyers. The best brands convey a warranty of quality.

But a brand is an even more complex symbol. It can convey

up to six levels of meaning.

Attributes:

A brand brings to mind certain attributes. By its well

built, well engineered, expensive, durable, high-prestige

automobiles.

Benefits :

Attributes must be translated into functional and

emotional benefits. For example, the attribute “ durable”

could translate into the functional benefit. The people says

that “I won’t have to buy another car for several years”. The

attribute “expensive” translates into the emotional benefit

“the car makes me fell important and admired”.

Values:

The brand also says something about the producer’s

values. Mercedes stands for high performance, safety and

prestige.

Culture:

The brand may represent a certain culture.

Personality:

The brand can also project a certain personality.

User:

The suggests the kind of consumer who buys or uses

the product.

If a company treats a brand only as a name, it misses

the point. The branding challenge is to develop the deep set

of positive associations for the brand. Marketers must

decide at which levels to anchor the brand identity.

Promoting the brand only on one benefit can also be

risky. Suppose Mercedes touts its main benefit as “high

performance”, then several competitive brands emerge with

high or higher performance. Or suppose the car buyers start

placing less importance on high performance as compared

to other benefits.

The most enduring meanings of a brand are its values,

culture and personality. The Mercedes stands for high

technology, performance and success. Mercedes must

project this in its brand strategy. Mercedes must resist

marketing an inexpensive car bearing the name; doing so

would dilute the value and personality Mercedes has built up

over the years.

Brand Equity:

Brands vary in the amount of power and value they

have in the market place. At one extreme are brands that

are not known by most buyers. Then there are brands for

which buyers have a fairly high degree of brand awareness.

Beyond this are brands with a high degree of brand

acceptability. Then there are brand that enjoy a high degree

of brand preference. Finally there are brands that command

an high degree of brand loyalty.

The following are the 5 levels of customer attitudes

toward his/her brand from lowest to highest:

Customer will change brands, especially for price reasons,

not brand loyalty

Customer is satisfied. No reason to change the brand.

Customer is satisfied and would incur costs by changing

brand.

Customer values the brand and sees it as a friend.

Customer is devoted to the brand.

Brand equity is related to how many customers are in

classes 3,4 or5. It is also related to the degree of brand-

name recognition, perceived brand equity, strong mental

and emotional associations and other assets such as

patents, trademarks and channel relationships. Companies

do not normally list brand equity on their balance sheet

because of the arbitrariness of the estimate. But clearly

brand equity relates to the premium the brand commands

times the extra volume it moves over an average brand.

The world’s 10 most valuable brands in 1997 in rank

order were coca-cola, Marlboro, IBM, McDonald’s, Disney,

Sony, Kodak, Intel, Gillette and Budweiser.

High brand equity provides a number of competitive

advantage:

The Company will enjoy reduced marketing costs because

of consumer brand awareness and loyalty.

The Company will have more trade leverage in bargaining

with distributors and retailers because customers expect

them to carry the brand.

The Company can charge a higher price than its

competitors because the brand has higher perceived quality.

The Company can more easily launch extensions because

the brand name carries high credibility.

The brand offers the company some defense against price

competition.

A brand name needs to be carefully managed so that

its equity doesn’t depreciate. This requires maintaining or

improving brand awareness perceived quality and

functionality, and positive associations. These tasks require

continuous research and development investment, skillful

advertising and excellent trade and consumer service.

AN OVERVIEW OF BRANDING DECISIONS

Branding Brand Sponsor Brand Name

Decisions Decisions

Individual Names Blanket Family Name Separate Family Company Individual

Names

Brand Strategy Decisions Brand-

Repositioning Decisions

Branding Decisions:

The first decision is whether the company should

develop a brand name for its products. In the past, most

Brand No Brand

Manufacturers Brand

Distributors (Pvt) Brand

Line Extension Brand Extension Multi-Brands New Brands Co-Brands

Repositioning No Repositioning

products went unbranded, producers and intermediaries

sold their goods out of barrels, bins and cases without any

supplier identification. Buyers depended on the sellers

integrity.

Today branding is such a strong force that hardly

anything goes unbranded.

In some cases, there has been a return to “ no

branding” of certain staple consumer goods and

pharmaceuticals. Generics are unbranded, plainly packaged,

less expensive versions of common products such as

spaghetti, paper towels and canned peaches. They offer

standard or lower quality at a price that may be as much as

20% to 40% lower than nationally advertised brands and

10% to 20% lower than retail private label brands. The lower

price is made possible by lower quality ingredients, lower

cost labeling and packaging and minimal advertising.

Why do sellers brand their products when doing so

clearly involves costs?

Branding gives the seller several advantages:

The brand name makes it easier for the seller to process

orders and track down problems.

The sellers brand name and trademark provide legal

protection of unique product features.

Branding gives the seller the opportunity to attract a loyal

and profitable set of customers. Brand loyalty gives sellers

some protection from competition.

Branding helps the seller segment markets.

Strong brands help build the corporate image, making it

easier to launch new brands and gain acceptance by

distributors and consumers.

Distributors and retailers want brand names because

brands make the product easier to handle, hold protection to

certain quality standards, strengthen buyer preferences, and

make it easier to identify suppliers. Consumers want brand

names to help them identify quality differences and shop

more efficiently.

Brand-Sponsor Decision:

A manufacturer has several options with respect to

brand sponsorship. The product may be launched as a

manufacturer brand (sometimes called as National Brand), a

distributor brand (also called reseller, store, house or private

brand), or a licensed brand name. Another alternative is for

the manufacturer to produce some output under its own

name and some under reseller labels. Manufacturers brands

dominate, large retailers and wholesalers have been

developing their own brands by contracting production from

willing manufacturers.

The private brands offer two advantages. First, they are

more profitable. Intermediaries search for manufacturer with

excess capacity who will produce the private labels at a low

cost. Other costs, such as research and development,

advertising, sales production and physical distribution are

much lower. This means that the private brands can charge

a lower price and yet make a higher profit margin. Second,

retailers develop exclusive store brands to differentiate

themselves from competitors.

Brand Name Decisions:

Manufacturer and service companies who brand their

products must choose which brand names to use. Four

strategies are available:

1. Individual Names:

A major advantage of an individual names strategy is that

the

company does not tie its reputation to the product. If the

product fails or appears to have low quality, the company’s

name or image is not hurt. The strategy permits the firm to

search for the best name for each new product.

2. Blanket Family Names:

A blanket family name also had advantage. Development

cost

is less because there is no need for “name” research or

heavy advertising expenditure to create brand name

recognition. Further more, sales of the new product are

likely to the strong if the manufacturers name is good.

3. Separate Family Names for all Products:

Where a company produces quite different products, it is not

desirable to use one blanket family name. Companies often

invent different family names for different quality lines

within the same product class.

1. Company trade name combined with individual

product names:

Some manufacturers tie their company name to an individual brand

name for each product.

Once a company decides on its brand name strategy, it

faces the task of choosing a specific brand name. The

company could choose the name of a person, location,

quality, life style or an artificial name.

Among the desirable qualities for a brand name are the

following:

It should suggest something about the product’s benefits.

It should suggest product qualities. Such as action or

color.

It should be easy to pronounce, recognize and remember.

In this case short names help mostly.

It should be distinctive.

It should carry poor meanings in other countries and

languages.

Brand-Strategy Decisions:

A company has five choices when it comes to brand

strategy. There are line extensions, brand extensions, multi-

brands, new brands and co-brands.

1. Line Extension:

Line Extensions consist of introducing additional items in the

same product category under the same brand name, such

as new flavors, forms, colors, added ingredients and

package sizes.

2. Brand Extensions:

A company may use its existing brand name to launch

new products in other categories.

3. Multi-Brands:

A Company will often introduce additional brands in the same

product category. Sometimes the company is trying to establish different

features or appeal to different buying motives.

4. New Brands:

When a Company launches products in a new category,

it may find that none of its current brand names are

appropriate.

5. Co-Brands:

Co-Brands are also called as dual branding, in which

two or more well known brands are combined in an offer.

Co-branding takes a variety of forms. One is ingredient co-

branding, Second one is same company co-branding, Third

one is joint venture co-branding. And finally there is

multiple-sponsor co-branding.

Brand Repositioning:

However well a brand is currently positioned, the

company may have to reposition it later when facing new

competitors or changing customer preferences.

Brand Awareness: Nine Brand Strengtheners:

As Companies become more aware of the importance

of brand power, they wonder how they can strengthen their

brands. Most managers think the answer lies in increasing

the advertising budget. But advertising is expensive and it is

not always effective. Advertising is only one of nine ways to

build more brand awareness and brand preference.

Develop creative advertising.

Sponsor well-regarded events.

Invite your customers to join a club .

Invite the public to visit your factory or office

Create your own retail units.

Provide well-appreciated public services.

Give visible support to some social causes.

Be known as a value leader.

Develop a strong spokesperson or symbol to represent

the Company.

DATA ANALYSIS AND INTERPRETATION

AGE GROUP

TABLE: - 6.1

Total Number of Customers Surveyed: 100

AGE GROUP NO.OF CUSTOMERS

PERCENTAGE

25-45 52 52%

45-65 40 40%

65 And Above 8 8%

Total 100 100%

Interpretation:

From the above table, we can observe that 52% of the

people belongs to 25 – 45 age group, 40% of the people

belongs to 45 - 65 age group and 8% of the people belongs

to 65 and above. The analysis shows that most of the people

belongs to 25 – 45 age.

TABLE:-6.2

Total number of Customers surveyed: 100

GENDERNO. OF CUSTOMERS

PERCENTAGE

Male 87 87%

Female 13 13%

Total 100 100%

Interpretation:

From the above table we can observe that among 200

customers 87% are Males and 13% are Females.

Occupation

TABLE: - 6.3

Total Number of Customers Surveyed: 100

OCCUPATION NO.OF CUSTOMERS

PERCENTAGE

Business 38 38%

Professional 30 30%

Student 7 7%

Employee 25 25%

Total 100 100%

Interpretation:

From the above table, we see that 38% of the people

belongs to Business, 30% of the people from Professionals,

7% of the people from students and 25% of the People

belongs to Employees. The analysis shows that major part of

the people belongs to Business category.

GRAPHIC REPRESENTATION

INCOME STATUS (PER ANNUM)

TABLE:- 6.4

Total number of Customers surveyed: 100

INCOMENO. OF CUSTOMERS

PERCENTAGE

< 20,000 34 34%

20,000-40,000

52 52%

40,000 & above

14 14%

Total 100 100%

Interpretation:

The income status reveals that 34% of them are having

less than 20,000 and 52% of them were between 20,000-

40,000 and the remaining 14% were above 40,000. The

analysis shows that the people who having income per

annum in between 20,000-40,000 are more.

PIE CHART

FAMILY SIZE

TABLE:-6.5:

Total number of Customers surveyed: 100

FAMILY SIZENO. OF CUSTOMERS

PERCENTAGE

1-2 10 10%

3-5 78 78%

5 & above 12 12%

Total 100 100%

Interpretation:

Family size reveals that 10% of the people are having

1-2 family size, 78% of the people are having 3-5 family size

and 12% of the people are having above 5 family size. The

analysis shows that the family size having 3-5 are using

more.

GRAPHIC REPRESENTATION

PURPOSE OF PURCHASE

TABLE:-6.6

Total number of Customers surveyed: 100

PURPOSENO. OF CUSTOMERS

PERCENTAGE

Utility 45 45%

Necessity 51 51%

Status 4 4%

Total 100 100%

Interpretation:

From the table, we can observe that 45% of the people

purchase the car for the purpose of utility, 51% of the

people purchase for necessity and 4% people purchase for

status. The analysis shows that most of the people that is

51% purchase for necessity.

GRAPHIC REPRESENTATION

WHAT FACTORS INFLUENCE TO BUY INNOVA

TABLE: - 6.7

Total Number of Customers Surveyed: 100

FACTORS NO.OF CUSTOMERS

PERCENTAGE

Style 14 14%

Price 18 18%

Brand image 30 30%

Performance 20 20%

Publicity 18 18%

Total 100 100%

Interpretation:

From the table, we can examine that 14% of the

people prefer style, 18% of the people prefer price, 30% of

the people opt for Brand image, 20% of the people have a

preference on Performance and 18% of the people opt for

Publicity for buying the Innova Car. The analysis shows most

of them consider Brand image while buying.

GRAPHIC REPRESENTATION

WHO INFLUECNE TO PURCHASE THE CAR

TABLE:-6.8

Total Number of Customers Surveyed: 100

FACTORS NO.OF CUSTOMERS

PERCENTAGE

Myself 20 30%

Family Members 15 15%

Friends 22 22%

Relatives 5 5%

Advertisements 34 34%

Others 4 4%

Total 100 100%

Interpretation:

From the table, we can observe that 20% of the people

are decided to purchase the car on themselves, 15% of the

people are influenced by family members, 22% of the

people are influenced by relatives, 34% of the people are

influenced by advertisements and rest of the people are

influenced by other factors. The analysis shows that major

portion of the people are influenced by advertisements.

GRAPHIC REPRESENTATION

IMPACT OF AMIR KHAN ON SALES

TABLE: -6.9

Total number of Customers surveyed: 100

IMPACTNO. OF CUSTOMERS

PERCENTAGE

Yes 56 56%

No 44 44%

Total 100 100%

Interpretation:

From the table, we see that 56% of the people say that

Amir Khan has the impact of increase in sales whereas 44%

of the people say that Amir Khan has no impact of increase

in sales.

PIE CHART

GOOD VALUE

TABLE:- 6.10

Total number of Customers surveyed: 100

GOOD VALUENO. OF CUSTOMERS

PERCENTAGE

Yes 92 92%

No 8 8%

Total 100 100%

Interpretation:

From the table, we observe that 92% of the people feel

that Toyota products give Good Value for money whereas

8% of the people feel that Toyota products do not give Good

Value for money.

GRAPHIC REPRESENTATION

PRICING OF THE CAR

TABLE:- 6.11

Total number of Customers surveyed: 100

PRICING LEVELNO. OF CUSTOMERS

PERCENTAGE

Excellent 5 5%

Good 64 64%

Satisfactory 31 31%

Not satisfied - -

Total 100 100%

Interpretation:

From the table, we observe that 5% of the people feel

that the Price of the car is Excellent, 64% of the people feel

that it is Good, 31% feel it is satisfactory and none of them

are dissatisfied with the Price of the product. The Highest %

of the people feel that the Price of the car is Good.

PIE CHART

SUPERIOR TO COMPETITORS CARS

TABLE:-6.12

Total number of Customers surveyed: 100

SUPERIOR CUSTOMERS PERCENTAGE

Yes 89 89%

No 11 11%

Total 100 100%

Interpretation:

From the table, we can observe that 89% of the people

say that Innova car is superior to competitors cars and 11%

says that it is not.

SUMMARY

The market of Toyota cars (Innova, Corolla ) is growing

at rapid speed. Toyota being one of the dominating and

leading players in passenger car market is expected to

attract significant attention among the investors.

In this Automobile segment there has been heightened

competition with other leading players like Maruti, Honda,

Ford and many others.

As there was competition in luxury car industry, there

was reduction in prices of the cars and modifications done

with the existing product (e.g., Innova to Innova zxi) and

were introduced in the market. Toyota small car segment

has occupied second position in the market share.

Majority of the people have informed Brand Awareness

toward Innova. Most of the customers are very much

satisfied with the services offered by the company while few

of them are not satisfied due to minor problems of the car.

Many of the students rated the Brand Awareness as

excellent very few of them have rated as satisfactory.

All the respondents are very happy with the warranty

period given for the cars by the company but many of them

have complaints with the mileage and seating comfort of the

car.

Many of the respondents have stated that the prices

charged on services are high when compare to other

company’s services (e.g. Maruti)

Finally the customers are very happy about Brand

Awareness toward Innova.

FINDINGS

The following details can be inferred after analysis with

a simple size of 100, which included customers, by

questionnaire method to find out the brand awareness

towards Innova with reference to TOYOTA.

Most of the customers relating to Toyota belong to the

category of employees as they occupy 30% of the entire

customers. The next to them comes industrialists as they

occupy 24% of the customers.

Most of the customers have bought the car 2 years back.

The promotional strategy of Toyota is advertisement of

which electronic media and by press media are playing a

vital role.

Out of the models of Toyota the most popular brand is

Innova because it is possessed by 45% of the customers.

Most of the customers are aware of educational programs

that are being conducted by Toyota to the maintenance of

the car.

Though the customers are having good awareness levels

regarding the programs being conducted by Toyota, they

are not attending the programs because of various

reasons.

SUGGESTIONS

Basing on the survey findings and analyzing the attitudes

of respondents, the following suggestions can be given

regarding the Brand Awareness towards Innova.

The company has to pursue the complaints of the

respondents about the performance of the car’s engine.

This suggestions has been given basing on the complaints

of customers regarding its problems like low mileage.

Transaction and value based loyalty programs can be

conducted.

Making the Driving seat and Passenger seat more

comfortable so that the driver and passengers could have

a comfortable drive.

Analyzing the complaints given by many customers

regarding uncomfortable seats has made its suggestion.

QUESTIONNAIRE

(With Reference to Toyota Innova)

1. NAME OF THE RESPONDENT:

2. ADDRESS OF THE RESPONDENT:

3. PHONE NO:

4. AGE GROUP:

(a) 25-45 (b) 45-65 (c) 65 & above

5. GENDER:

(a) Male (b) Female

6. RESPONDENTS QUALIFICATION: _________________________

7. OCCUPATION:

(a) Business b) Professional (c) Student (d)

Employee

8. INCOME PER ANNUM:

(a) < Rs. 2,00,000/- b) Rs. 2,00,000/- to Rs. 4,00,000/-

(c) Rs. 4,00,000 and above

9. FAMILY SIZE:

(a) 1-2 b) 3-5 c) 5& above

10. PURPOSE OF PURCHASE OF THIS CAR:

(a) Utility (b) Necessity (c) Status

11. WHAT INFLUENCED TO BUY INNOVA

a) Styling b) Pricing (c) Brand Image

(d) Performance (e) Publicity

12. WHO INFLUENCED YOU TO PURCHASE THE CAR?

(a) Myself (b) Family Members c) Friends

(d) Relatives (e) Advertisements (f) Others

13. WHY DID YOU PURCHASE ONLY INNOVA INSTEAD OF

ANY OTHER SMALL CAR?

(a) Quality b) East to drive

(c) Comfort d) Technically good

14. DO YOU FEEL THAT BRAND AMBASSADOR SHARUKH

KHAN HAS AN IMPACT ON THE INCREASE IN SALES?

(a) Yes (b) No

15. DO YOU FEEL THAT TOYOTA PRODUCTS GIVE GOOD

VALUE FOR MONEY?

(a) Yes (b) No

16. HOW DO YOU FEEL THE PRICING OF THE CAR?

(a) Excellent b) Good

(c) Satisfactory (d) Unsatisfactory

17. DO YOU FEEL THAT INNOVA IS SUPERIOR TO

COMPETITORS CARS IN THIS SEGMENT?

(a) Yes (b) No

18. DO YOU RECOMMEND INNOVA TO YOUR FRIENDS AND

RELATIVES?

(a) Yes (b) No

19. YOUR COMMENTS/SUGGESTIONS IF ANY?

_____________________________________________________________

_____________________________________________________________

__________

BIBLIOGRAPHY

MARKETING MANAGEMENT

PHILIP KOTLER

COMPANY BROUCHERS & MANUALS

MAGAZINES:

OVERDRIVE

BUSINESS TODAY

CONTENTS

Page No.

CHAPTER – 1

Introduction to the topic

CHAPTER – 2

RESEARCH METHODOLOGY objectives scope data source

(primary and secondary)

CHAPTER – 3

COMPANY PROFILE History in construction field Awards and achievement Products

CHAPTER – 4

Data analysis and interpretation

CHAPTER – 5

Summary, Findings & Suggestions

CHAPTER – 6

Bibliography

CHAPTER – 7

Annexure

ACKNOWLEDGEMENT

At the outset, I would like to express my gratitude to

Mr……….. ,principle of Lyallpur khalsa college, for

permitting me to take up this project at TOYOTA

AUTOMOBILE PVT. LTD.

I owe my special thanks to Mr. Pankaj kapoor, Sales

Manager, for providing all the facilities and guiding me

where every necessary.

My sincere thanks to my guide Ms. HIMANI PANT,

who gave me invaluable co-operation and suggestions at

every stage of this project without whom this would not

have been completed.

I am grateful to my parents and all my friends for their

help and co-operation.

(NARI

NDER VERMA)

DECLARATION

I hereby declare that this project work entitled

“BRAND AWARENESS TOWARDS INNOVA with

Reference to TOYOTA AUTOMOBILES PVT. LTD.,

JALANDHAR written & submitted me towards partial

fulfillment of my Bachelor Degree in Business Administration

under the guidance of Ms. HIMANI PANT is a original work

done by me. This work has not been previously submitted

by any one else for the award of any other degree or

diploma in any other Institute or University.

(NARINDER VERMA)

TEACHER CERTIFICATE

This is to certify that the project entitled “BRAND

AWARENESS TOWARDS TOYOTA with Reference to

TOYOTA AUTOMOBILES PVT. LTD., JALANDHAR” is a

bonafide work done by Ms HIMANI PANT in partial

fulfillment of her BACHELOR OF BUSINESS

ADMINISTRATION.

Place : JALANDHAR

Date : Ms. HIMANI PANT

CONCLUSION OF THE STUDY

It is said that a picture says thousands Words.

Castle Toyota {P} Ltd is well defined company. Their

Standards are internationally applicable. The company

increases the sales of the product every year.

During my 6 week training I found that NMPL

Concentrates on the sales of the products. All the worker of

the company is satisfied. The company increases the sales

of the product and earns more profit. Every concern wants

to increases the sales of the company and earns more profit.

It is the main objective of the company.