Toyota Etios's 'Q' Class Campaign: A Quality Marketing Strategy
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Case Details:
Case Code : MKTG282
Case Length :14 Pages
Period : 2010-2011
Pub Date : 2011
Teaching Note : Not Available
Organization :Toyota Motors Company; Toyota Kirloskar Motors Limited
Industry : Automotive
Countries : India
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts
Why ETIOS?
On December 1, 2010, TKM launched the Etios sedan in the Indian market. The Etios sedan and the yet-to-be-launched hatchback Etios Liva, both built on the same platform, were designed specifically for the emerging markets, with both being launched first in India. Toyota officials claimed that the Etios was the result of the collaborative work done by 2000 engineers from Japan and India over a period of four years...
ETIOS: World of Promises
The entire marketing strategy of TKM for the Etios sedan and its hatchback sibling revolved around the concept of quality, referred to as 'Q' Class by the company.
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TKM used a multi-channel, phased approach for marketing the Etios. In 2009, TKM came out with teaser advertisements on television and online automobile portals, with the theme of 'Quality Revolution' featuring the outline of a sedan in the dark...
'Q' Promise to Dealers?
In the run-up to the launch of the Etios, TKM also strengthened its distribution network. Its sales and service network was increased from 60 dealerships in September 2010 to 130 dealerships by the end of November 2010. An alluring proposition for potential Toyota dealers was the higher margins on offer...
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