1. Branding of Toyota and Honda
Submitted by
Manash Pratim Kalita,198
K Manoj Kumar,230
Mohit Kataria,197
Md Faraz,204

2. Introduction
• No.1 Car manufacturer with 11.6% market share in
world and 4.6% in India
• Toyota motors corporation is a multinational with
subsidiaries throughout the globe
• Founded by Sakichi Toyda in 1937,headquarters
located in Toyota city,Japan
• vehicles manufacturing and sales industry e.g-motor
cars ,trucks ,buses, and make robots, together with
their parts and provide sales
• Toyota philosophy relates to the word “kaizan” which
identify that “nothing is good that it cannot be
improved’’ promoting perfections

3. The Branding Effects
• Parameters
1. Market segments and targets
2. Brand positioning
3. Brand equity
4. Competition and driving growths
MARKET
SEGMENT
POSITIONING
EQUITY
COMPETITION
TACTICS

4. Market segments and targets
• “Right car at the right place”
• All vehicles speak to a different
consumer segmentation
• lifestyle choices and specific
attitudes
• The Prius targets on conscious
environment caring cars
• The Lexus targets a more
sophisticated, “classy” consumer,
style, luxury, comfort

5. Brand positioning
• Target consumer’s reason to buy product
• Is it unique/distinctive vs. competitors ?
• Can the product deliver all features expected by the customer
• Brand Positioning is the key of marketing strategy
• Right brand identity and create a proper brand image

6. Brand positioning - Toyota
• Reliability and Quality
• Better fuel efficiency
• Toyota Camry and Corlola
preferred by high Govt. officials
• Toyota Fortuner a Luxurious car
distinctive from other luxurious
cars such as Mercedes in terms of
pricing.

8. Brand equity
• Brand Equity is the value and strength of the Brand that decides its
worth
• The concept of Brand Equity comes into existence when consumer
makes a choice of a product or a service
Measured by Using:
• Increased Volume of Sales
• Brand Image for various parameters
• Brand’s earning potential in long run

9. Factors Contributing to Brand Equity
• Brand Awareness
• Brand Association
• Brand Loyalty
• Perceived Quality
• Other Proprietory Brand Assets

10. Brand equity - Toyota
• Toyota has developed and secured high standards in the minds of its
customers. They honors the spirit of the law of all nations through a
quality corporate attitude.
• They ensure that customers are fully informed in regards to their
offerings.
• Brands configuration enables customers to easily recognize their
products creating in the psyche of customers the mode of positivity
and relaxation
• Product manufacturing standards and quality enable Toyota to secure
positive brand loyalty enhancing people satisfaction and trust

11. Competition and driving growths
• Toyota’s uses both differentiation and low cost as generic strategies to
try and gain a competitive advantage over their competitors in the
automotive industry.
• The core competence of Toyota Motor Corporation is its ability to
produce automobiles of great quality at best prices.
• The market scope that Toyota uses is a broad one that encompasses
nearly every type of customer that is in the market to purchase an
automobile.
• Toyota achieves its cost leadership strategy by adopting lean production,
careful choice and control of suppliers, efficient distribution, and low
servicing costs from a quality product.
• Instead of the classic Mercedes Benz and BMW, drivers can now feel as
luxurious and classy driving a Lexus car which cost less

12. Honda
• Founded by Soichiro Honda, Japan (October 1948).
• 5th Largest automobile manufacturer with 5.9% market share in the
world and 5.4% in india
• The company has a global network of 501 subsidiaries over the
world.
• Honda is focusing on high quality production systems to meet
worldwide demand.
• Its effective foundation is a good strength of Honda.

13. Market Segmentation and Target Market
• Middle Income,High Income class
• Young adulthood people looking for
style, comfort, automatic features
and soft luxury.
• Parents looking for a safe, reliable
and price competitive for their
children
• Buyers looking to purchase their
first car

14. Brand Positioning
• Quality is most important for Honda that company will serve to the
customers firstly.
• High quality at the reasonable price(Honda Brio, Honda Jazz)
• Honda had an insight in hitting a new market, it is younger drivers
group by providing fun and design(Honda city)
• The product of Honda is friendly to the environment of the world(cars
like (FCS Clarity, Accord hybrid)

15. Brand Value
• High quality
• Reasonable price
• New Technology
• Fuel efficiency
• Environment friendly
QUALITY
PRICE
EFFICIENCY
TECHNOLOGY
ECO FRIENDLY

16. Conclusion
• A structured and planned branding
strategy restores the positive image of
the past
• Positioning the brand as reliable, stylish
and affordable (Innova, Prius, Honda
Brio.), luxury (Lexus, CRV,Altis),;
• Innovation,Loyality,Quality,Reliability
• The communication strategy
• Brand loyalty
PROFITABILITY
ADAPTABILITY
LOYALTY
QUALITY

17. THANK
YOU