How Toyota & Honda did Marketing for Corolla 2014 and Civic 2016 in Pakistan and suggestions to increase their outreach and sales.

1. 1 MarketingStrategy - ToyotaCorolla2014 & Honda Civic2016| IQRA UNIVERSITY
Assignment # 2
Strategic Marketing Management
Topic: Marketing Strategies
Toyota Corolla 2014 & Honda Civic 2016 (Pakistan)
Salman Malik Shah (7433)
Submitted to
Mr. Syed Murad Rizvi
Saturday 6:30 to 9:00 PM
Sunday 3:00 to 6:00 PM
Date: 30th July, 2016

2. 2 MarketingStrategy - ToyotaCorolla2014 & Honda Civic2016| IQRA UNIVERSITY
Toyota Pakistan
Toyota CompanyemergedasapubliclimitedcompanyinDec.1989 and initiateditscommercial
productionof newToyotacars inMay 1993. FirsthandToyotaautomotive productionfacilitiesare
locatedinKarachi,Pakistan.IndusMotorCompanyisthe onlymanufactureraroundthe world,where
Toyota andDaihatsucars are manufacturedtogether.Toyotanew caris one of the most favorite carsin
our country.State of the art automotive technologyisusedinthe makingof new Toyotacars at
productionfacilitieslocatedinKarachi.
Toyota isprovidingsafe &soundjourneyworld-wide includingToyotaPakistan.Autotechnologies
developedbyToyotaare warmlyappreciatedinoursociety.IndusMotorCompany(IMC) isthe
distributorof Toyotaand Daihatsuvehiclesthroughitsdealer’snetworksuchasToyota Ravi Motors
spreadall overPakistan.IMC isa jointventure of House of Habib,ToyotaMotor Corporation,and
Toyota TsushoCorporationforassembling,manufacturingandmarketingToyotaautomobilesin
Pakistan.
NewToyotacars are assembledonToyotaProductionSystemsappliedatIMC, ToyotaPakistan.Find
range of newToyotavehiclesincludingAltis,Avanza,Camry,Corolla,Fortuner,Hilux,andPradoreleased
inPakistan.IMC ismanufacturing1300 to 2000cc Toyota Corolla,850cc DaihatsuCuore in cars and
2400cc Toyota Hilux inLCV.
Marketing Strategy – Toyota Corolla 2014
We will be takingintoaccount all the essential elementsof marketingstrategythatToyotahas
incorporatedforitsnewToyotaCorolla2014 includingproduct,price,place andpromotion:
Product – Toyota Corolla 2014
Toyota isan eminentname amongcarsin Pakistan andisknownforToyota’sDream Car Art initiativein
the country.Cars by Toyota are popularfor theirhighresale value incomparisontocompetitors.
 Toyotalaunched ToyotaCorolla New Modelin 2014 with the aim of offering a luxury productfor
its customers.
 They havecompletely changed thedesign both inside outand havebroughtin marketa different
design fromits preceding models.This one is much broaderoffering morecomfort.
 They havegiven this car a premiumlookthustargeting upper-classtoo.
 They havecategorized and offered differentversionstargeting varied classessuch asXLI,GLI and
Grandefor elite class.

3. 3 MarketingStrategy - ToyotaCorolla2014 & Honda Civic2016| IQRA UNIVERSITY
Price:
 Price in comparison to competitor is less and thus they take the advantage of being cost-
effective. They have kept their prices low with market oriented pricing strategy focused in order
to enhance their reach and to further penetrate in market in comparison to Honda Civic.
 Price difference is a considerable amount if buyer is looking for quality within a specific budget.
Promotion & Advertisement:
 They havemarketed ToyotaCorolla on differentmediumssuch asnewspapersand online
websites.In Dawn and Jung,they marketed through a fullpageadvertisement.
 They haveused personalselling through dealership salespersonneland theseindividuals
individually targetand promotecarsto potentialbuyers.
 Promotion through publicrelationsisanotherimportantaspectof marketing thiscar.
 Grandeversion of thecar with its iconic design waspromoted through billboardsplaced on
prime locations.
 Toyotaalso focuseson supporting environmentaland socialdevelopmentinitiativesthatgives
thema par overtheir competitors.
 Special promotionsand dealsareoften offered forenhancing salesof Toyota Corolla.
 Direct selling is also used forclients on corporatelevel.
Honda Pakistan
Honda AtlasCars PakistanLimitedisajointventure betweenHondaMotorCompanyLimitedJapan,and
the AtlasGroup of Companies,Pakistan.The companywasincorporatedonNovember04, 1992 and
jointventure agreementwassignedonAugust05,1993. The firstcar rolledoff the assemblyline onMay
26, 1994. Official inauguration wasdone bythenPresidentof Pakistan,SardarFarooqAhmadKhan
Leghari.Mr.Kawamoto,Presidentof HondaMotor CompanyLimitedJapanwasalsopresenttograce the
occasion.The companyis listedinKarachi,Lahore andIslamabadStockExchanges.
On July14, 1994, car bookingsstartedatsix dealershipsinKarachi,Lahore,andIslamabad.Since then
the Dealershipsnetworkhasexpandedandnow the companyhasTwentyOne 3S (Sales,Service and
Spare Parts),Eighteen2S(Service andSpare Parts) and Five 1S(Spare Parts) authorizeddealerships
networkinall majorcitiesof Pakistan.Since the commencementof productionin1994, the company
has producedandsoldmore than 200,000 cars till July12, 2012. All dealershipsare constructedin
accordance withthe standardsdefinedbyHondaWorldover.
Percentage of local partsconformsto the government'spolicy.Local vendorsare continuously
patronizedtodeveloppartslocally.The qualityof local partsisthoroughlycheckedtomeetstringent
international standards.

4. 4 MarketingStrategy - ToyotaCorolla2014 & Honda Civic2016| IQRA UNIVERSITY
Currently,theyare offeringHondaAccord,HondaCR-V,HondaCR-Z,HondaHR-V,Honda Civic(four
models),HondaCityAspire (fourmodels) andHondaCity(fourmodels) inwiderange of colorswith
advancedtechnological features
Marketing Strategy – Honda Civic 2016
We will be taking in to account all the essential elements of marketing strategy that Honda Atlas has
incorporated for its new Honda Civic 10th
Generation 2016 including product, price, place and
promotion:
Product - Honda Civic 2016
Honda isknownforits innovationanduse of advance technologyandtheyhave continuedtodoforthis
car as well.
 They havebrilliantly upgraded design of thiscar giving it a completely new lookwith improved
interior and exterior while maintaining thesporty look.
 Improved seating,steering wheel,multidimensionaldash,audio controlsand many changes
havebeen madeto give this car an outstanding interior.
 Honda Civic 2016 comeswith a widely spaced gear ratios,independentsuspension,stablewheel
baseand smoothenginesthatgive it improved performance.
 This car hasbeen madefuel-efficientand eco-friendly.
Price:
 Honda has created an image among its target audiences as being a luxury for elite class.
 This car is priced relatively higher in comparison to othercompetitors giving its target customers
a perception that the car is priced high in order to ensure excellent quality, absolute comfort,
safety and luxury for customers.

5. 5 MarketingStrategy - ToyotaCorolla2014 & Honda Civic2016| IQRA UNIVERSITY
Promotion & Advertisement:
Honda isa brand knownforits qualityand innovation.Hondawasneverintoan aggressive promotional
activitiesbutthe companyalwaystriedtomaintain the quality and created a brand image by providing
bettercustomerservice.Hondahas been precise in their advertisement and they have used following
mediums for advertisements.
 They havemarketed Honda Civic 2016 through advertisement in newspapers such as Dawn and
Jung.
 They promoted their car in connection with their network of reliable authorized dealers.
 They have used innovative channels such as social media marketing and other online websites
such as www.Pakwheel.com.Through thesechannelsthey havecreated hype for this product by
offering updates and news related to this model time after time.
 They have also focused on direct marketing through their sales team where customers and
dealers were individually targeted resulting in enhanced sales.
 Honda recently had a promotional road drive for Honda Civic 2016 in Lahore.
 They havebeen quite responsive to all the comments, advices, suggestions and confusions that
their target market and have been responding positively. Some negative reflections/confusions
for this model were rumored by their competitors and they have dealt with it well.
 They have promoted this car as fuel-efficient and eco-friendly thus differentiating Honda Civic
from its competitors.
 They always have strived to offer outstanding service to their valued customers. In addition to
providing regularservice to customers,thecompany also regularly conducts Service Campaigns,
to facilitate customer's need for service. This has given their customers absolute confidence in
their cars, clearly evident from the ever increasing sale volumes.
Suggestions for Enhancing Outreach and Sales – Toyota Corolla 2014
 Both the companies can enhance their outreach by offering some promotions such as free car
insurance for 1st
year after sale.
 Toyota’s past experience and a mark/name in country is already there but they should focus
more on advertising on TV.
Suggestions for Enhancing Outreach and Sales – Honda Civic 2016
 If Honda couldreduce the pricingdifference andmatchitscompetitorToyotaCorollaGrande’s
price tag, itcouldhelpinreachingmore customersthusresultinginincrease of sales.
 Both the companies can enhance their outreach by offering some promotions such as free car
insurance for 1st
year after sale.
Honda shouldworkonimprovinggovernmentPRsimilartowhatToyota isdoingso that more of their
cars wouldbe boughtfor government’sofficial use.