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 Contd...

'Q' Class Online Campaign

TKM used the online media for the promotion of the Etios. The company created a special page on Facebook for the Etios which was used to give information to car enthusiasts about the 'Q' World campaigns and the Etios cars and to gauge the response from potential customers. Customers could give their feedback regarding product improvements both pre and post launch...

Q Class Results?

The impact of TKM's brand building exercise for the Etios can be gauged from the fact that within the first 15 days of the launch of the Etios sedan, it had registered 12,000 bookings.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Yoshinori Noritake, TMC's Chief Engineer, was reported to have said, "The number of orders is far bigger than I personally expected. We don't even have the car in our showrooms yet." In the first eight months of its launch, the Etios sedan sold 25,267 units...

Exhibits

Exhibit I: An Image of Etios Sedan
Exhibit II: An Image of Etios Liva
Exhibit III: Etios Teaser Advertisement
Exhibit IV: Images of the Toyota ‘Q’ World Shows
Exhibit V: Image of the Etios logo
Exhibit VI: Images of Toyota 'Q' Promise Print Ads
Exhibit VI: Image of an Etios Ad featuring AR Rahman
Exhibit VI: Image of an Ad Appearing on the Toyota Etios Facebook Page
Exhibit VI: Etios Sedan Sales (December 2010 to July 2011)

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