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Extensive Marketing Strategy of Toyota Kirloskar Motors – Detailed Explanation

by | Case Studies | 0 comments

In our previous article, we had learnt in detail about the SWOT analysis of Toyota Kirloskar Motor. In this article, we are going to elaborate on the marketing strategy of Toyota Kirloskar Motors.

The objective is to help you gain insights on Toyota Kirloskar Motors becoming one of the most recognized and respected passenger vehicle makers in India.

Marketing is a part of a company’s DNA that can either make it or break it. As users across the world go digital, marketing has followed them to the digital realm as well. If you are interested in new-age digital marketing, then you should definitely check out IIDE’s  Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.

We will fully cover our marketing strategy of Toyota Kirloskar Motors in this blog. Before we begin our deep dive, let us start by learning the company’s story.

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About- Toyota Kirloskar Motors – Company Overview 

Marketing Strategy of Toyota Kirloskar Motors

Toyota Motor Corporation (TMC ) is a Japanese multinational automotive manufacturer headquartered in Toyota, Aichi Japan. Kiichiro Toyoda is the founder of Toyota Motor Corporation. Toyota upholds the philosophy of continuous improvement (Kaizen) as there is always scope to do better. They ensure that the quality meets international standards while keeping in mind the local sensitivities.

Kirloskar Group is an Indian conglomerate headquartered in Pune, Maharashtra. Laxmanrao Kirloskar is the founder of Kirloskar Group.The Kirloskar Group has contributed to the industrialisation of India for more than a century. Established as the manufacturer of India’s first iron plough, the group has continued to live up to its core philosophy of developing indigenous technology and industry. 

Toyota Kirloskar Motor Private Limited is an Indian joint venture between Toyota Motor Corporation and Kirloskar Group for the manufacture and sales of Toyota cars in India. Toyota Motor Corporation (TMC) holds 89% of the share and the remaining 11% is owned by Kirloskar Group. The monumental affiliation of Kirloskar Group with Toyota Motor Corporation in 1997 led Toyota Kirloskar Motor to become India’s third-largest passenger vehicle maker.

Quick Stats on Toyota Kirloskar Motors
CEO MASAKAZU YOSHIMURA
CMO SANDEEP SINGH
Area Served Worldwide
Industry MOTOR VEHICLE MANUFACTURING
Market Share/ Revenue OVER INR 500 CR
Vision GROW INDIA AND GROW WITH INDIA
Tagline QUALITY YOU CAN TRUST and OUR MOST VALUABLE ASSET – OUR EMPLOYEES

 

Marketing Strategy of Toyota Kirloskar Motors

Let’s take a look at the marketing strategies of Toyota Kirloskar Motors

Segmentation, Targeting and Positioning 

Segmentation is the process of breaking a targeted market into segments that may be contacted. Market segmentation divides a market into subgroups based on demographics, requirements, priorities, shared interests, and other psychographic or behavioural traits that help to better understand the target audience. Talking about the segmentation of Toyota Kirloskar Motor has segmented its business into those who are seeking a complete automobile segment including sedans & SUVs for a luxurious life. 

Targeting a business’s choice of potential customers to whom it wants to sell products or services. The targeting approach requires segmenting the market, selecting the most relevant segments, and identifying the products that will be supplied in each segment. So here in this case the targeted audience of Toyota Kirloskar Motor is upper-middle-income bracket individuals who love to live a luxurious lifestyle.

Positioning is the final phase of the ‘STP’ process, and it focuses on how the customer perceives a product or service in comparison to the competitors, which is critical for gaining a competitive edge in the market. To gain a competitive edge in the market, Toyota Kirloskar Motor always positions itself as a quality and affordable automobile with new thinking and positive change. 

Marketing Campaigns 

Marketing Strategy of Toyota Kirloskar Motors - Campaign 1

For the entire year before the launch of the Etios line, TKM embarked on a series of brand-building initiatives comprising advertisements featuring the Etios line, showcasing the cars at the Delhi Auto Expo 2010 and taking the Etios line of cars directly to prospective customers in 24 cities through the Toyota ‘Q’ World Shows, and the ‘Q’ Promise ad campaign across all media platforms. 

The underlying message of all these promotional activities, with their spotlight on ‘Q Class’, was that Toyota had designed the Etios cars specifically for the Indian market without compromising on its exacting quality standards. The hype generated by TKM led to 8,100 bookings.

Marketing Strategy of Toyota Kirloskar Motors - Campaign 2

Toyota Kirloskar Motor, in collaboration with Dentsu India, launched Toyota Glanza, the stylish premium hatchback with the new Go Hatchin’ campaign. They kept in mind that they needed a campaign that tickled the youth. They were aware that millennials are driven by self-expression, personalization and indulgence. Toyota wanted to position Glanza as the millennial’s companion and catalyst in exploring and discovering life’s many magical moments.

Marketing Strategy of Toyota Kirloskar Motors - Campaign 3

In March 2019, Toyota Kirloskar Motors rolled out The Memorable March Campaign. It is a way of expressing gratitude to the valued customers who have been showing their relentless trust and confidence in Toyota products. Offering exciting offers and benefits to customers on select models during the month of March across Toyota dealerships in India. Toyota also offered special benefits for Government and Corporate employees with the Yaris available in CSD and Innova Crysta G available in GeM. 

Social Media Marketing 

Toyota Kirloskar Motors is active on Social Media.

Facebook: Toyota India
Instagram: toyota.india
LinkedIn: Toyota Kirloskar Motor
Twitter: toyota_india
Youtube: Toyota India

It has more followers on Facebook than on Instagram and at last LinkedIn. The Instagram and Facebook handle has 445K and 909K  followers respectively. LinkedIn is more of a professional sort of social media. The posts contain mostly promotional and informational content along with some posts related to their new product launch.

SEO Strategies 

Marketing Strategy of Toyota Kirloskar Motors - SEO

As per SEO ranking, the Number of keywords – below 500 is considered bad, 

above 1000 is good, and 10,000+ is amazing. As we can see, Toyota Kirloskar Motor has 85k+ organic keywords and it’s considered excellent. That means the digital marketing of Toyota Kirloskar Motor is gaining a good number of insights. 

Also, the traffic per month is more than 6+ Lakh which is known as excellent.

Influencer Marketing

Aamir Khan had been signed by Toyota Kirloskar as the brand ambassador to promote its utility vehicle Innova. Amir Khan’s presence in the ad made Innova one of the most popular cars in the Indian market. Toyota Kirloskar Motor (TKM) announced leading Indian actor, singer and youth icon Mr Ayushmann Khurrana as the Brand Ambassador for the Toyota Urban Cruiser.

Ecommerce Strategies

Toyota Kirloskar Motor has a  website where you can get information about the company and you can also access various services like general repair, periodic maintenance and body and paint.

Mobile Apps

Toyota Kirloskar Motor has an app called Toyota i-Connect. It is a combination of connected vehicle features & vehicle ownership enhancement features.

Content Marketing Strategies

Toyota Kirloskar is very active on social media. The post content is related to their cars, social activities, awareness messages, etc. They post content on Facebook, Instagram and Youtube.

This ends our elaborative marketing strategy of Toyota Kirloskar Motors. Let us conclude our learning below from the marketing strategy of Toyota Kirloskar Motors.

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What’s Unique in Toyota Kirloskar Motors Marketing?

Since Toyota Kirloskar Motors’ inception in 1999, it has developed a solid foundation of quality and reliability. Recently Toyota group firms, including Toyota Kirloskar Motor, announced that they will invest about Rs 4,800 crore in Karnataka for local production of powertrain parts and other components of electric vehicles. The announcement coincides with the automaker’s 25 years of presence in India.

Almost every other firm, like Toyota Kirloskar Motors, is striving to boost its digital presence and, as a result, is looking for digital marketers. Check our Online Digital Marketing Course if you want to learn more and improve your skills. Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of Toyota Kirloskar Motors has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of Toyota Kirloskar Motors check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Toyota Kirloskar Motors, and do share your thoughts on this case study of the marketing strategy of Toyota Kirloskar Motors in the comments section below.

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]

Aditya Shastri

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