Toyota

Introduction
Automobile Industry
India represents one of the world‟s largest car markets. Easy availability of finance and rising
income levels are encouraging the middle class population to choose from the vast range of
passenger vehicles.
The Indian auto industry has been recording tremendous growth over the years and has emerged
as a major contributor to India‟s gross domestic product (GDP). The industry currently accounts
for almost 7 per cent of the country‟s GDP and employs about 19 million people both directly
and indirectly.
In addition, with Government‟s backing and a special focus on exports of small cars, multi-utility
vehicles (MUVs), two and three wheelers and auto components, the automotive sector‟s
contribution to the GDP is expected to double reaching a turnover worth US$ 145 billion in
2016, according to the Automotive Mission Plan (AMP) 2006–2016.
Key Statistics
The auto industry produced a total 1.81 million vehicles, including passenger vehicles,
commercial vehicles, three wheelers and two wheelers in February 2014 as against 1.73 million
in February 2013, registering a growth of 4.41 per cent over the same month last year. The
increase continues to be on account of growth in two wheelers production. Moreover, the overall
domestic sales during April–February 2014 grew marginally by 2.68 per cent over the same
period last year.
The passenger vehicles production in India is expected to reach 10 million units by 2020–21. The
industry is estimated to grow at a compound annual growth rate (CAGR) of 13 per cent during
2012–2021. In addition, the industry is projected to touch US$ 30 billion by 2020–21, according
to data from Automotive Component Manufacturers‟ Association (ACMA).
The cumulative foreign direct investment (FDI) inflows into the Indian automobile industry
during the period April 2000 to January 2014 was recorded at US$ 9,344 million, an increase of
4 per cent to the total FDI inflows in terms of US$, according to data published by Department
of Industrial Policy and Promotion (DIPP), Government of India.
The overall automobile exports grew by 6.39 per cent during April–February 2014. Passenger
vehicles, three wheelers and two wheelers registered growth at 6.44 per cent, 16.40 per cent and
5.41 per cent respectively, compared to the same period last year.



Government Initiatives
The Interim Budget 2014-15 added some incentives to the auto industry. To give relief to the
automobile industry, the excise duty has been reduced till June 30, 2014 as follows:
 For small cars, motorcycle, scooters – the duty has been reduced from 12 per cent to 8
per cent.
 For commercial vehicles and SUVs – the duty has been reduced from 30 per cent to 24
per cent.
 For large and mid-segment cars – the duty has been reduced from 27/24 per cent to 24/20
per cent.
The other incentives from Union Budget 2013–14 are as follows:
 The period of concession available for specified part of electric and hybrid vehicles till
April 2013 has been extended up to March 31, 2015.
 An exemption from BCD will be provided to lithium ion automotive battery for
manufacture of lithium ion battery packs for supply to manufacturers of hybrid and
electric vehicles.
The Government of India allows 100 per cent FDI in the automotive industry through automatic
route.












Company Profile
Toyota Kirloskar Motors
Since its inception in India in 1997, Toyota Kirloskar Motor has witnessed a steady growth in the
Indian automotive market and is today more than ready to seize the enormous opportunity India
offers. Toyota has constantly and consistently exhibited its relentless commitment to add value
through its world class systems and processes. Toyota believes in the basic philosophy of Mutual
Trust and Respect and recognizes employees as the most valuable assets for the company.
Toyota strives to provide stable employment, maintain and improve working conditions balanced
with the growth of the company.By following the Toyota Way - the company's fundamental
DNA, we have been able to transcend language and nationality.
The Toyota Way is supported by two pillars:
 Continuous Improvement: Our constant drive to put forth our best ideas and efforts.
 Respect for People: We respect the people and believe the success of our business is
created by individual efforts and good team work.

Sharayu Toyota

Working with a mission of: “Placing customer satisfaction first, integrating sales with service
and serviceparts in a single convenient location, we contribute to speedy and efficient service,
allowing customers to experience the convenience and pleasure of owning Toyota automobile”
The company has grown steadily in different locations across the western region at Cortalim
(Goa) ,Colvale (Goa) , Panaji (Goa) , Pune (Maharashtra) , Aurangabad (Maharashtra) , Baramati
(Maharashtra) and Jalna (Maharashtra).

SWOT Analysis
STRENGTHS WEAKNESSES
 Strong Management
 Innovative Culture
 Brand Name
 Quality Products
 Customer Loyalty
 Customer Service
 Interactive Dealer Website
 Centralized Dealer Management
Systems
 Social Media Presence


OPPORTUNITIES THREATS
 Social Media Presence
 New Marketsaiz
 Bad Economy
 Volatile Currency
 Intense Competition

Mission and Vision of Sharayu Toyota
Dealer Mission
Placing customer satisfaction first, Integrating sales with service and serviceparts in a single convenient
location, we contribute to speedy and efficient service, allowing customers to experience the convience
and pleasure of owning Toyota automobile.
Dealer Vision



Company Analysis

Sharayu Toyota has grown its presence in locations as well as sales in the competitive
automobile market. It has grown sales from a mere 190 units in its inception year 2001 to 1195
units in its past year 2012 at an annual growth rate of 18.20%.
It has maintained highest standard of customer satisfaction and achieving highest quality of
service in the industry. Use of a Centralized Toyota Dealer Management System (CTDMS)
helps integrating all Toyota dealers with customers all over India. A unique system „Icropt‟ is
used in tracking customer profiles and enquiries. It also tracks the enquiries in relation to
campaigns and advertisements.
Efficient management of customer enquiries helpsconvert customer enquiries into sales using the
system of Customer Profile Card (CPC) which records all details of customers, their
background, abilities and requirement specifications.







Customer Analysis

Customer Needs -Any automobile customer wants that their vehicle give the utmost
performance with being low on maintenance, being of high quality and long lasting. Aftersales
service should be prompt and efficient with emphasis on a hassle-free servicing experience.
Current and Potential Customers - Customers have had very positive responses of the service
and sales teams of Sharayu Toyota. The service of the company has been noted to be outstanding
and efficient. The company has a wide range of product line up for all ages and most price
brackets. The product line up range starts from 4.7 Lakhs for EtiosLiva to 1.2 Crores for Land
Cruiser 200.



Target Markets

1) EtiosLiva – Youthful Population/ Compact Car Alternatives
Positioned as a car suitable for Indian roads and satisfying Indian customer needs.
The car has penetrated the compact car industry very well and available in petrol
and diesel variants. Attractive designs and high boot space is its unique selling
proposition. Price varies from 4.65 lakhs to 6.10 lakhs. Competitors for this product
are Maruti Swift, Ford Figo, Hyundai i20, Volkswagen Polo, Honda Brio, Chervolet
Beat and Skoda Fabia.

2) Etios – Young Executives/Middle Aged Customers
Positioned as a car suitable for Indian roads and satisfying Indian customer needs.
The car after success in the urban cities has moved to smaller cities and rural areas.
This too is available in Petrol and Diesel variants. Price varies from 5.5 lakhs to 7.8
lakhs. Competitors for this product are Maruti Swift Dzire, Honda Amaze,
Volkswagen Vento, Chevrolet Sail and Skoda Rapid.

3) Innova – Families/Tour Enthusiasts
Positioned as a multi premium vehicle which provides premium style along with
luxury and comfort. The car is available in petrol and diesel variants. Luxurious
features, comfortable interiors and family space are its unique selling proposition.
Price varies from 9.8 lakhs to 14.4 lakhs. Competitors for this product are
MarutiErtiga, Mahindra Scorpio, Ford EcoSport andChevroletEnjoy.

4) Corolla Altis – Mid Level Executives / Luxury Sedan Seekers
Positioned as a spacious and dynamic car for urban utilities. The car is available in
petrol and diesel variants. Spacious and Innovative utility features are its unique
selling proposition. Price varies from 11.7 lakhs to 15.86 lakhs. Competitors for this
product are Hyundai Elantra, Chevrolet Cruze, Volkswagen Jetta, Hyundai Verna
Fluidic, Honda City and Honda Civic.

5) Fortuner – Power Seekers / Businessmen / Off Roaders / Urban
Families
Positioned as a SUV having sophistication and bold design. The car is available in
petrol and diesel variants. Muscular body and sporty exteriors are its unique selling
proposition. Price varies from 21.9 lakhs to 23.51 lakhs. Competitors for this
product are Ford EcoSport, Mitsubishi Pajero, Ford Endeavour, SsangYong Rexton,
Mahindra XUV500 and Hyundai Santa FE.

6) Camry – Mid – Senior Level Executives
Positioned as a luxury sedan for executives and modern families. The car is
available in only petrol variant. Dynamic design, fuel efficiency and value for
money are its unique selling proposition. Pricedat 24.41 lakhs. Competitors for this
product are Honda Accord, Volkswagen Passat, Nissan Teanaand Hyundai Sonata.

7) Prius – Environment Conscious Customers
Positioned as world‟s first mass production hybrid car which provides powerful
driving experience along with advanced design. The car is available in a hybrid
variant. Revolutionary design and being environment friendly are its unique selling
proposition. Price varies from 29.2 lakhs to 31.4 lakhs. Competitors in this product
range are Audi A4, Honda Civic Hybrid, BMW 3 Series and Mercedes C Class.

8) LC Prado – Upper Class HNI Businessmen
Positioned as a car which stands as a symbol of strength and reliability. The car is
available in a diesel variant. Monstrous look, Great performance and off roader
capabilities are its unique selling proposition. Priced at 75.93 lakhs. Competitors in
this product range are Volkswagen Touareg, Mitsubishi Montero, Audi Q5, BMW
X5 and Mercedes M Class.

9) Land Cruiser 200 – HNI Businessmen / Off Road Enthusiasts
Positioned as a car which stands as a symbol of strength, luxury and reliability. The
car is available in a diesel variant. Monstrous look, Great performance, Super
Luxury and off roader capabilities are its unique selling proposition. Priced at
115.69 lakhs. Competitors in this product range are Land Rover Range Rover,
Porsche Cayenne, Audi Q7 and Mercedes GL Class.






Objectives of the project
Scope of the Project
Research methodology
Data Finding
Primary and Secondary Data
Analysis
Finding
Suggestions
Conclusion
Annexure












Sales Process
Standard Operating procedure
Enquiry-walk-in, telein, road show, events, advertisement, reference, referral
Contact-developingrepo with the customer
NABing-need authority and budget
Pitch ucar- it in house exchange programe by toyota
Demo- six position walk around
Test drive
Price explanation- Explaining the price of particular model and giving justification
Suffix confirmation-
Pitch tga
Pitch tvp
Pitch Toyota protect
Pitch finance
Order











Marketing Program

 Toyota has moved to tapping the internet market by introducing the virtual showroom
concept and focusing on areas not accessed by the Toyota dealers market.
[3]
Similarly
Sharayu Toyota has increased its internet presence by introducing an interactive website and
virtual showroom features which has helped increase sales.

 Every existing customer contacted and interviewed have given a very positive feedback
of the customer service and quality of product, thus being in alignment with the company‟s
mission statement and business philosophy of “Putting Customer First” and improving
customer satisfactions.

 The advertisement campaigns run on Print and Audio and Visual Medias are a success
during any specific running campaigns. Organizing Road Shows and Exchange Melas will
help promote sales and increase brand visibility.

 Social Media Marketing needs to be made aggressive and the multiple Facebook pages
can be integrated through 1 single branding Facebook page. Facebook advertising is another
concept that can be looked to target a more specific and regional audiences. LinkedIn
advertising and establishing of a Company Page for „Sharayu Toyota‟ will help the company
build a brand image and attract professionals to be its customers using the unique
„recommendations‟ feature of LinkedIn marketing.

 Tele Calling and Cold Calling helps tap on leads and enquiries to achieve a better
enquiry-sales conversion rate. The use of referral marketing also will help increase a
customer base for target.

 Organizing of Customer Meets and Loyalty Programs help customer interactions and
Brand loyalty which the company has been conducting successfully needs to be continued to
attract more customers and increase the word of mouth advertising and increasing customer
satisfaction.

 Efficient management of management systems like Early Complaint Detection Reasoning
(ECDR) and maintenance and achievement of a 24 hours resolution period has helped
customer satisfaction reach a value of an average of 9 or 10 on a scale of 10.











Sources of data

primary data –
are those which are collected a fresh and for the first time, and thus happent o b e o r i g i n a l
i n c h a r a c t e r . I t wa s c o l l e c t e d t h r o u g h q u e s t i o n n a i r e a n d
p e r s o n a l interviews.
Secondary data:

The secondary data are those which have already been collected by someone else
andwhich have already been through the statistical process. The data were collected
in theform of company profile and produce profile from the web sites and news paper. Some
of the books were referred for theoretical concepts.