MARKETING MYOPIA

INTRODUCTION OF GROUP MEMBERS:

AALUM AZEEM ALI SHEFALI

What is marketing myopia ? A short-sighted and inward looking approach to marketing that focuses on the needs of the company instead of defining the company and its products in terms of the customers' needs and wants. It results in the failure to see and adjust to the rapid changes in their markets.

TOYOTA QUALIS is one of the example of marketing myopia.

History of Qualis The way it was launched. Launched in 2000 till 2004.

Predicted failures for qualis:

Model was outdated Customers aware of global trends so may not accept outdated model Design of qualis It was not good by looks Hence was brands acceptance was minimal.

 Innova was launched in 2005. It replaced the successful Qualis when the sales of Qualis was at its peak. Toyota decided to replace Qualis because of two reasons. Qualis was a major success among the tour operator segment but was not popular at the individual/home segment. Second reason was the increased competition from Chevrelot Tavera which was perceived to be a more refined upmarket SUV.

The basic positioning of Innova is as a getaway vehicle that is spacious, trendy and up market. Innova has tried to distance itself from the Qualis ,its successful predecessor which was popular as a Taxi .

So it was necessary that Innova be promoted as an upmarket car that can be associated with the successful.

Qualis should be improved by

-- using advancement in looks of the car -- improving the quality of the car