Etios

KAMLESH
 Toyota

Toyota launched Lexus in 1989 at the top end of the

market in luxury.
In 2005, it came out with the IMV platform by launching
Innova, Fortuner, & Hilux.
These brands helped it grow in the luxury market and the
emerging market of Asia, Africa & South America.
Toyota has been present in just 15% of the Indian market
with the Altis, Camry, Fortuner, Prius, Prado & Land
Cruiser.
Etios will help Toyota to gain critical mass in the large
market and help to increase their market to 50% in India.
 Introduction

One of the premium Brands of Toyota.

Developed in Japan.

Production facility is near Bangalore.

Will be launched towards the end of the year.

Type- Hatchback and Sedan.

 Objective

 To become the world’s largest car maker by 2018.

Sell 70,000 Etios, hatchback as well as sedan in

2011.

To increase the presence of Toyota in Indian market

from 15% to 50%
 Target Audience

The one who need cars to have:

Additional pick up.
Very Good space.
Best-in-Class Fuel Efficiency.
Low maintenance.
 Etios hatchback to target young executive with
take home salary of ` 30,000 to ` 50,000 per month.
 Etios sedan to target those young executive whose
take home salary is ` 70,000 per month and above
 Existing Customer base.
 Competitor

Competitors-
Maruti Suzuki Swift,
Hyundai I20,
Nissan Micra &
Ford Figo.
 Toyota Vs Volkswagen

Volkswagen is a primary competitor to Toyota.

In 2009, Volkswagen sold 6.29 million cars against
Toyota’s 7.81 million cars
Volkswagen has launched Polo hatch back and
sedan(Venta)
Etios is the Toyota’s answer.
 Pricing Strategy

Etios will have premium cost but not very high since
consumers are not willing to pay hefty price for a
hatchback (e.g. Honda jazz).
 Toyota has a good brand equity.
To keep their cost low, 70% of the components of
Etios will be sourced locally, six key vendors have set
up shops within plant at Bangalore.
Transmissions and Engine- Japan to begin with.
By 2012 &2013 all the components will be available
locally.
 Distribution

No of dealers has been raised from 40 to 60

No of sales and service point has also been raised
from 82 to 150.
Higher profit margin to dealers of 4% on cars, to
keep them happy, whereas industry norm is 3 to
3.5% .
 Brand ambassador

It would be cricketer or film star:

Amir Khan,
Saif Ali Khan,
Randhir Kapoor,
M S Dhoni,
Sachin Tendulkar
Shahrukh Khan.
Also it could be Music maestro A R Rahman because
Rahman does not fall into the category of overexposed film
star.