Anie Noorish S (MBA Sophomore)

Consumer Preferences & Brand Position Assignment 1

Brand Toyota Consumer Market Position - Toyota reclaims position as world's biggest carmaker. The Japanese company sold 9.7 million cars and trucks worldwide in 2013, & still counting. Toyota is the world's first automobile manufacturer to produce more than 10 million vehicles per year. Toyota, as a brand had lost its consumer market position earlier by General Motors as the factories were slowed by an earthquake and tsunami in Japan. The disaster left Toyota dealers with few cars to sell. The company has since recovered. Toyota entered the passenger car market with its Model AA and held a competition to establish a new logo emphasizing speed for its new product line. The original name "Toyoda" was believed to sound better from Toyota, and its eight-stroke count in the Japanese language was associated with wealth and good fortune. The original logo no longer is found on its vehicles, but remains the corporate emblem used in Japan. Then they introduced a new worldwide logo in 1989 to commemorate the 50th year of the compan y, Toyota Celsior and quickly gained worldwide recognition. The three ovals in the new logo combine to form the letter "T", which stands for Toyota. The overlapping of the two perpendicular ovals inside the larger oval represent the mutually beneficial relationship and trust between the customer and the company, while the larger oval surrounding both of these inner ovals represents the "global expansion of Toyota's technology and unlimited potential for the future." The consumer preferences were also altered by the slogans they used like "You asked for it! You got it!" (19751979), "Oh, what a feeling!" (1979 September 1985, "Who could ask for anything more?" (September 1985 1989),"I love what you do for me, Toyota!" (19891997), "Everyday" (19972001)", "Get the feeling!" (20012004), "Moving Forward" (20042012) and "Let's Go Places" (2012present). This constant change in the slogans improved the brands image in the consumers mind on a regular note hence creating a positive loyal response from them. Brand Central (Shopping Mall)

Consumer Market Position - Launched in May 2004 at Bangalore, Central is a showcase, seamless mall and the first of its kind in India. The thought behind this pioneering concept was to give customers an unobstructed, pure shopping experience by ensuring the best brands in the Indian market are available to the discerning Indian customer. The consumers utilises this brand conveniently as it is located in the heart of the cities, they do not travel long distances to reach. They enjoy Central because it houses over 300 brands across categories such as apparel, footwear and accessories for women, men, children and infants apart from a whole range of Music, Books, Coffee Shops, Food Courts, Super Markets (Food Bazaar), Fine Dining Restaurants, Pubs and Discotheques. Central, our large-format lifestyle department store has 12 locations in key urban consumption centres in the country and offers over 500 foreign and Indian brands across merchandise categories. The mall also has a separate section for services such as Travel, Finance, Investment, Insurance, Concert/Cinema Ticket Booking, Bill Payments and other services. In addition, Central houses Central Square, a dedicated space for product launches, impromptu events, daring displays, exciting shows, and art exhibitions. The tagline shop, eat, celebrate creates such a brand image that excites the consumers to be a part of it when it comes to enjoyment/shopping. They position central where they can make use of all the sub brands at one place for their convenience. Due to their constant advertising, recognizable value is

Anie Noorish S (MBA Sophomore)

considered; however, it does not hold a strong & highly recall value because of the other existing huge brands into the market in the same category. Brand Ryan International School (service)

Consumer Market Position As the name pops up, this service brand holds a strong recognizable value. It is well known due to its advertising and the social services they provide apart from the well standard education (ICSE). The schools have been active in community activities outside the schools themselves: maintaining local cleanliness, health awareness, rehabilitation work, medical camps, adoption of government school, serving the elderly adults, Model United Nations. The moto is "Excellence in Education & All Round Development" which catches the attention of the consumers in the right way. The brand appeals to the consumers in two ways emotional (serving as a social/friendly hand to the environment and neighbourhood) and rational ( identified government recognized education stream) which makes it under the list of top 30 BEST schools in India when it comes for their child admission in any educational institute. However, the excellence in education may curb down in comparison with other educational brands because of the other services they tend to concentrate on.