As a joint venture between Kirloskar Group and Toyota Motor

Corporation, Toyota Kirloskar Motor Private Limited (TKM) aims

to play a major role in the development of the automotive
industry and the creation of employment opportunities, not only
through its dealer network, but also through ancillary industries.

TKM's growth since inception can be attributed to one simple,

yet important aspect of its business philosophy - "Putting
Customer First". While managing growth, TKM has maintained
its commitment to provide quality products at a reasonable
price and has made every effort to meet changes in customer
needs.
Toyota in India

                                                                                
Toyota vehicles are sold in more than 160 countries and regions
throughout the world.

Based on the policy to "think globally and act locally", we develop

and provide vehicles that fulfill the regional needs of each country.

Along with manufacturing and sales activities in each region, we

provide extensive automobile industry know-how, including
manufacturing, development and sales, through technological
transfers to local companies.

In this way, we are helping people in each region to make

automobiles that meet their needs.
By October 1999, Toyota had reached a domestic production of
more than 100 million vehicles and a worldwide cumulative
production of about 112 million vehicles, since its founding. This
world-class record is proof of our continuing efforts to satisfy
customer expectations.
 Innova: First Quality Product In India  
| Updated Nov 08, 2005 05:09 PM |

Source: http://www.mouthshut.com/review/Toyota_Innova-70931-1.html
• 1 Sept 2005: It seems there is hardly any demand for the lower
versions with black bumpers etc. Most of the demand is for higher
leather clad versions. Toyota is adjusting production for the same.
• With the target of 4000 cars per month . Overall Innova seems to
be a big success!

Innova Pros:
Engine, Reliability, Family Vehicle

Toyota Innova achieve top honours in upper premium

compact and SUV segments respectively, according to the
findings of the 2005 four-wheeler total customer satisfaction
study released on Wednesday by leading market information
provider.

Source: http://www.articlearchives.com/marketing-advertising/marketing-advertising-
measures/1850759-1.html
Very few actors in Bollywood possess the international standards
of expertise that Aamir Khan does. Aamir managed to carve out
a niche for himself among the superstars as well as changed his
persona in tune with the character he was playing incase of
“Toyota Innova”.

It is precisely this characteristic of this talented actor

that is sought to be celebrated in

the new Toyota Innova advertisement.

The advertisement begins with Aamir in his latest avatar – the cool dude of
his forthcoming film, ’’Rang de basanti chola’’ – driving the latest Toyota
vehicle, the Innova. The focus is on the lavish space that the car offers. So
next to the driver’s seat sits Siddharth of ’’Ghulam’’, who spits his
chewing gum out of the window. But since the windows are shut, the damn
thing sticks to the pane. Siddhu sheepishly puts the gum back into his
mouth.

Munna (of ’’Rangeela’’) who is on the back seat, starts having an

argument with Siddhu and calls him “Angoothe ke dukaan”, referring to his
multiple rings on fingers. Seated next to Munna is our Akash (of DCH) who
asks them to shut up – then mischievously asks both of them if they are
twins. Finally, we see Bhuvan (of ’’Lagaan’’) perched in the rear along with
his cricket gear.

As the car glides along the highway, it meets a police barricade. The car is
stopped by a CBI officer – none other than Ajay Singh Rathod (of
Innova is positioned as a luxury MPV.

The brand has the latest technology and is refined to perfection. The
brand has roped in Aamir Khan as the brand ambassador.

Innova is positioned as a vehicle for all purposes .

The brand uses the tagline " All you desire " and the ads are also
catchy.

The brand is priced at a premium and is targeting families which are

SEC A A+ and large in size.

Innova has effectively used the charisma of Aamir Khan to promote

itself.
Let us see why Toyota has used Aamir for its
product.

The advertisement of Corolla with Rahul Khanna suggests that

Toyota is bugged by celebrity paranoia.

The basic positioning of Innova is as a getaway vehicle that is

spacious, trendy and upmarket. 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. So Aamir make sense.
The execution was perfect so was Aamir.
An Ode to
Versatility

Pros:
Aamir and his multiple identities
Cons:
None
Brand : Innova
Company : Toyota
Agency: Densucomm
Brand Ambassador : Mr. Aamir Khan

Toyota Innova is an interesting brand.

Interesting because it redefined the MUV
segment in India and also it replaced the
famous Toyota Qualis . 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.

Toyota also wanted to bring in the latest products in the Indian

market.
Qualis was only a test product.

Further, Toyota wanted to appeal to the individual/home users

The pricing of Innova was also inline with the positioning
with over 7+ variants and priced at a premium.

Toyota would like to see less Innova Taxis and more families
owning Innova.The current ad will help them in realizing that
objective.
TOYOTA COROLLA
CAMRY

TOYOTA CAMRY
TOYOTA
PRADO