Professional Documents
Culture Documents
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Indus Motor Company Ltd.
Our vision
best technology.
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Indus Motor Company Ltd.
TOYODA LOOMS: It all started back in 1926 when Mr. Sakichi Toyoda founded
AUTOMATIC LOOM WORKS Ltd. Mr. Sakichi Toyoda was born in 1867 and up
till 1900, he became one of the very well known industrialists. Than in September
company manufactured its first Type A engine and based on this engine first
COMPANY Ltd. I must mention here that Mr. Kiichiro Toyoda, son of Mr. Sakichi
Toyoda, established TOYOTA motor company. Within the 10th year of its
1956, TOYOTA entered industrial vehicle field by marketing its one of the very
popular Model LA forklift. As the company is now in its 66th year its has been a
smooth journey of ideal management. In 1950 the company faced its one and
only strike that was controlled easily. In late 1950s, production system of the
company was improved that is considered one of the most effective production
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Indus Motor Company Ltd.
It must be worth mentioning here that TOYOTA has produced its 100,000,000th
Over and above manufacturing, TOYOTA also has a global network of ‘design’
and ‘Research and Development’ facilities, embracing the three major car
Variety: When it comes to talks of producing a wide variety, TOYOTA has its
speed sports car like SUPRA to a grand luxury saloon like LEXUS. COROLLA is
product they need where they need them; this philosophy builds mutually
beneficial long-term relationship with local suppliers and local labors and off
automobile company and for this very reason TOYOTA has established a
network in automobile industry. It took a long time to reach at this mark and the
process has been done step by step. Here is some information regarding start of
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Indus Motor Company Ltd.
Name of Country Year of start of production
Taiwan 1949
Taiwan 1959
South Africa 1961
New Zealand 1966
Indonesia 1970
France 1971
Australia 1977
United States 1984
Germany 1988
countries. It will need dozens of pages to give you details of this activity.
producing more than 5.5 million vehicles per year, equivalent to one every six
seconds. In the time it has taken you to read this paragraph, TOYOTA will have
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Indus Motor Company Ltd.
TOYOTA IN PAKISTAN
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Indus Motor Company Ltd.
WELCOME TO
Product Quality
Customer Satisfaction
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Indus Motor Company Ltd.
Team Work
Employee Care
In Pakistan TOYOTA has started its manufacturing activity in July 01, 1990 with
the name of Indus Motor Company Ltd. Indus Motor Company Ltd. Is a joint
addition, since than it has become the largest manufacturer of cars in Pakistan.
The shares of company are quoted on the stock exchanges of Pakistan. Toyota
company equity. The majority shareholder is the House of Habib with 50 % of the
equity.
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Indus Motor Company Ltd.
Plant: Indus Motor Company Ltd.'s production facilities are located at Port Bin
Qasim Industrial Zone near Karachi in an area measuring over 105 acres. It must
be worth mentioning here that Indus Motor Company’s plant here in Karachi is
the only manufacturing site in the world where both Toyota and Daihatsu brands
Heavy investment was made to build its production facilities based on state of art
Board of Directors
Executive Directors
Non-Executive Directors
Mr. A. Okabe
Mr. K. Furubayashi
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Indus Motor Company Ltd.
Mr. Mazhar Valjee
Company Secretary
Motor Company Ltd. And that is why Indus Motor Company Ltd. Have defined an
Company Ltd.
REQUIREMENTS.
related, that is the reason for defining an environmental policy that is very
directive and pointed to the main aim. TOYOTA executive summarize this
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Indus Motor Company Ltd.
Indus Motor Company Ltd. Is the first passenger car manufacturer in Pakistan
automobile industry to acquire ISO 14001 which in itself shows Indus Motor
regards of environment was the changing over of all hot water generators and
ovens to natural gas. This was another initiative that Indus took towards
reduction of pollution.
COROLLA 2003
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Indus Motor Company Ltd.
Break into Style
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Indus Motor Company Ltd.
Trend
Setters
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Indus Motor Company Ltd.
New COROLLA
Debut!
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Indus Motor Company Ltd.
”It took us seven years to plan its design, its style, its launch and every thing”
says Mr. Asif Aleem of Indus Motor Company Ltd. Regional office at Islamabad.
After a long period of 9 years, TOYOTA decided to change its model in Pakistan.
For this they started planning since 1997. Actually back in 1997, TOYOTA
launched a model of COROLLA, with round lights and it was small in size too, in
15 countries. TOYOTA Indus Motor Company Ltd. Was also gave the option of
getting this model for production but Indus Motor Company Ltd. Refused. “The
and we did not want to disturb it by introducing a small and sports looking
COROLLA” says Mr. Asif Aleem. COROLLA is a status symbol in Pakistan and
for this reason Indus Motor Company Ltd. Opted for the model of COROLLA to
this model and after a four year research TOYOTA Motor Corporation Japan
produced its first prototype of the car. Then TOYOTA Japan invited all its
progressive customers for survey and in 2001 TOYOTA Motor Corporation Japan
Launch in Pakistan: Here in Pakistan Indus Motor Company Ltd. has planned
three years for the launch of new car. During the past 9 years, Indus Motor
Company Ltd. has introduced many innovations in COROLLA but the shape and
categories
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Indus Motor Company Ltd.
COROLLA XLI 1.3 EFI
COROLLA 2.0D
Apart from Karachi it was launched in all the country at COROLLA dealer’s outlet
and almost every dealer held ceremonies at this occasion. “We arranged a fifteen
day festival at our showroom and kept open till late hours during the first fifteen
days” says Ms. Lubna N. Malik sales executive of Rawal Motors Rawalpindi.
TOYOTA Multan Motors Multan’s official says, “We have never seen such a rush
of people at TOYOTA and the important thing is that, whoever is coming to visit
our showroom, he or she is going back satisfied and majority of the visitors are
buyers”. Many of the dealers are providing test drive to their visitors.
Jump Start: Since its launch in 2002 the new COROLLA has achieved a
tremendous response and is all set to achieve No. 1 market share in its class.
Indus Motor Company Ltd. Management being conscious of the strong desire of
the customers to own and drive the new COROLLA has responded by enhancing
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Indus Motor Company Ltd.
MARKET OVERVIEW
Since its start back in 1990, Indus Motor Company Ltd. has enjoyed the status of
Pakistani consumers. Before Indus Motor Company Ltd.’s launch TOYOTA has a
well-built network of sales that was overtaken by Indus Motor Company Ltd.
Ltd. Honda Atlas Motors and Pak Suzuki Motors and Importer that are wide
Company Ltd. has extended its product line of COROLLA to six and is operating
Our most target markets are upper middle class, upper class, upper class,
landlords, politicians, dealers, government offices and armed forces. Here are
known for their bulk purchase. Although government purchase almost all the
brands present in Pakistani automobiles but its attention towards Indus Motor
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Indus Motor Company Ltd.
Armed Forces: Pakistani army has set a tradition of giving a TOYOTA vehicle to
its officers who cross the rank of Colonel. Before the launch of new COROLLA,
TOYOTA CORONA has served Pakistan Army for almost 20 years but now
Company Ltd. is well aware of this fact that this is the segment that gives
feedback and value to our product because they are the ultimate buyers.
upper middle class, upper class and upper class. These are executives,
class Indus Motor Company Ltd. has acquired the production of DAIHATSU
Business Buyers: last but not the least is our business buyer who buys the
product for the sake of profit. “It never disappointed us” says a dealer.
Motor Company Ltd. they have to build quality products like COROLLA, HILUX
and CUORE, they have to establish a dealer’s network all over the country like
that of Indus Motor Company Ltd.’s and have to care for the customers. These
are the ingredients that have helped Indus Motor Company Ltd. to meet market
needs.
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Indus Motor Company Ltd.
We have customers who trust us for reliability, performance, safety, status,
functionality and care. They understand the fact that it is not possible to get all
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Indus Motor Company Ltd.
PRODUCT STRATEGY
Worldwide acceptance of TOYOTA is proof of its best quality products. Indus
Motor Company Ltd. has stepped in this race in 1991 by producing COROLLA
XE. Then it has continued innovations like COROLLA GL, Gli and 2.0D. At the
carriage van that Indus Motor Company Ltd. is engaged with by producing
HILUX.
Idea: it is hard to tell that from where the idea has came but it is for sure that it
was generated seven years ago. As we have already mentioned its idea was
established in Japan and TOYOTA Motor Corporation Japan started the process
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Indus Motor Company Ltd.
invited its customer for survey and testing and after progressive tests they started
Testing and Survey: There are 28 dealers in Pakistan of Indus Motor Company
Ltd., of these provided test drive to their customers and for this they sent formal
invitations. TOYOTA Multan Motors Multan’s official says, “We have never seen
such a rush of people at TOYOTA and the important thing is that, whoever is
coming to visit our showroom, he or she is going back satisfied and majority of
Quality: “Our name is the assurance of quality” says Indus Motor Company Ltd.
Officials. The company pays foremost attention to the quality of its products and
to its manufacturing processes and has therefore acquired ISO 9002 certification
back in the year 1999 and the certificate has been further renewed for three
• CUSTOMER SATISFACTION.
• SERVICE TO SOCIETY.
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Indus Motor Company Ltd.
• MAINTAIN MARKET LEADERSHIP.
COROLLA 2002
Basic
COROLLA Sedan
Specification 1.3L XLI 1.3L GLI 1.6L 1.6L SE 2.0D 2.0D
SE Saloon Saloon A/T Saloon
Exterior- L*W*H (mm) 4530*1705*1480
Interior- L*W*H (mm) 1915*1430*1230
Wheel Base (mm) 2600
Minimum Turning Radius 4.6m
Engine Type 2NZ-FE 3ZZ-FE 2C
Engine Displacement cc 1299 1598 1975
Fuel System EFI Fuel Injection
Transmission 5 M/T 4 A/T (ECT) 5 M/T
Brakes FR/RR Ventilated Disc/Disc
Suspension FR/RR Leading Arm, Machpherson Strut Coil Spring/ETA Torsion Beam
Stabilizer Bar Front/Rear
Steering System Power
Tires 175/70 R14 175/70 R14 185/65 R14 185/65 R14 175/70 R14 185/65 R14
Fuel Cut System No No Yes Yes No Yes
Exterior
Antenna Manual Pillar Type
Bumpers Colored
Crystal Headlight 4 Lamp Multi-reflector
Door Mirrors Manual Power (Colored) Manual Power
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Indus Motor Company Ltd.
Door Sash Back Yes
Front Wiper Intermittent Var-Intermittent Intermittent Var-
Intermittent
High Mounted Stop Lamp No Yes Yes Yes No Yes
Tinted Windscreen Yes
Mud Flaps FR/RR Black Black Colored Black Black Colored
RR Garnish Colored
Side Impact Bars Yes
Side Protection Molding Black Colored Black Colored
Sideskirts No Colored No Colored
Wheel Caps Full No Full
Wheel Rims Steel Alloy Steel
Interior
Air Conditioner Yes
Central Door Locking No Yes Yes Yes No Yes
Digital Clock Yes
Digital Trip Meter Yes
Door Trim Vinyl Fabric Vinyl Fabric
Foot Rest Yes
Heater Yes
Key Reminder Warning Yes
Leather Gear Shift Knob No No Yes Yes No Yes
Light On Warning Yes
Optitron Meter No No Yes Yes No Yes
Power Windows No Yes Yes Yes No Yes
Reverse Gear Warning No No No Yes No No
RR Console Box W/Lid W/Lid W/2 Level Lid (F) W/Lid W/2 Level Lid
RR Head Rest Adjustable
Roof Lining Moulded
Seat Belt (FR) 3 Point ELR x 2 (W/ Adjustable Anchorage)
3 Point ELR x 2
Seat Belt (RR) No Lap Type x 1 3 Point ELR x 2 Lap Type x
Seat Material Fabric
Shift Position Indicator No No No Yes X X
Speakers 2 4 6 2 6
SRS Air Bag (Driver) No Electronic No Electronic
4 Spoke
Steering Wheel 3 Spoke 4 Spoke Leather 3 Spoke Leather
Sunvisor D + P W/Mirror and Card Holder
Tachometer No Yes Yes Yes No Yes
Tilt Steering Yes
Trunk Lamp Yes
Wood Grain Finish Centre
Console No No Yes Yes No Yes
Wood Grain Finish Arm
Rest No No Yes Yes No Yes
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Indus Motor Company Ltd.
New COROLLA Design Concept: In an effort to appeal more the Young at
Heart people, the New Corolla is aimed at offering the Pakistani Customer with
World-size Wheelbase and Height to achieve more interior space, luxury and a
sporty look. We call it NCV. “New Century Vehicle” Many things in our life get
ideas such as, "This class of car must be this size". Making the Corolla bigger
everywhere, and created an entirely new and attractive styling for all people to
love.
Performance: Designed for style, engineered for performance, the new Corolla
Generation Twin Cam engine for more power and control. Innovative new front
and rear suspensions that are even stronger and more flexible. Just turn the key
and take off on the best on ride of your life. ZZ-engine DOHC Mechanism Twin
Mechanism Twin Cam EFI Engine delivers greatly increased power and torque
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Indus Motor Company Ltd.
compact 4-speed automatic transmission. A shift lock mechanism is incorporated
Break into Style: Inspired by Toyota passion for driving and rich Corolla
heritage, and fuelled by our ambition to create a new generation. Corolla that
would set the standards in its class, the New Corolla does just that. Sleek, sporty
looks, an exciting new driving style. It’s the car for people who know what’s
happening. Who shape the time? People like you. Break into style with the new
Branding: Indus Motor Company Ltd. has a license of production from TOYOTA
billions. In 2002 Indus Motor Company Ltd. has extended its product line by
starting the production of COROLLA 2002. To extend its product’s life cycle
Indus Motor Company Ltd. has been introducing innovations in last model of
COROLLA but after a long period of 9 years it was now needed that Indus Motor
Company Ltd. may introduce a new model. Also because Honda Atlas introduced
its CIVIC Prosmetic last year, the need for a new car was boasted.
Product Line: Corolla’s product line consists of six products. It will be worth
mentioning that Indus Motor Company Ltd. started the production of all these six
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Indus Motor Company Ltd.
COROLLA SE Saloon 1.6 EFI Manual
COROLLA 2.0D
Indus Motor Company Ltd. has kept lengthening its product line throughout the
1995 Indus Motor Company Ltd. introduced COROLLA GLi and 1996 was the
model for Indus Motor Company Ltd. Than apparently management called for a
halt in product line and kept their product alive by eventually introducing
TOYOTA HILUX that includes 1 model of carriage van and the Third one is
DAIHATSU CUORE that includes 2 models of small economy cars. Indus Motor
Company Ltd.’s product lines are consistent in so for as they are consumer
products that go through the same distribution channel and they perform same
Support Services: Less expensive after sales services and high resale value
are considered the main augmentation of COROLLA. Indus Motor Company Ltd.
Service, Spare Parts) network making the after sales services in reach of every
customer where ever they are. Indus Motor Company Ltd. offer a free checkup
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Indus Motor Company Ltd.
and tuning during 1000 miles of purchase and a complete warranty of 1 year or
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Indus Motor Company Ltd.
TOYOTA’S
PRICING STRATEGY
middle class, upper class, upper class, government and resellers. Pricing plays a
vital role in success of any product. It should be reasonable enough to meet the
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Indus Motor Company Ltd.
requirements of target customers and not reasonable enough to cut the profit of
manufacturers.
general pricing approaches i.e. cost based, value based and competition based
pricing. But the important and main approach is cost based pricing. Indus Motor
Company Ltd. charges their customer a price that is based on these three things;
• Manufacturing cost
• Profit
surveys). It is worth mentioning here that high taxes from government of Pakistan
While launching a new product Indus Motor Company Ltd. comes into market
with a premium strategy + penetrating price with respect to its major competitors.
HONDA CIVIC VTI ORIEL Prosmetic. This surely gives TOYOTA a competitive
edge upon its competitors of same category. As we know that price is the most
Indus Motor Company Ltd. keeps its prices same and the change in prices
Along with the Ex-Factory price customer is supposed to pay the freight charges
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Indus Motor Company Ltd.
from factory that is located at Port Qasim Karachi to their destination. Indus
Motor Company Ltd. has priced its product line of COROLLA according to the
quality they offer in different models. Following are the prices of COROLLA 2002.
Model Price *
1.3L XLI 849,000
1.3L GLi 939,000
1.6L SE Saloon 1,079,000
1.6L SE Saloon A/T 1,169,000
2.0D 999,000
2.0D Saloon 1,189,000
*= Ex-factory price. Subject to change without prior notice. Does not include freight charges.
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Indus Motor Company Ltd.
PROMOTION STRATEGY
Name of TOYOTA is as much established that it does not require much efforts in
promotions. But Indus Motor Company Ltd. has tried to change its promotional
plan for COROLLA 2002 from “prestige and luxury” to “passion and style”.
“Passion is the major emphasis of our promotional plan for this car. If you have
passion, you deserve this car” says Mr. Asif Aleem of Indus Motor Company Ltd.
Advertising: For the first time in Pakistan Indus Motor Company Ltd. has
Aleem. Purpose of this ad was just to give the viewer an idea that TOYOTA has
newspaper is another media Indus Motor Company Ltd. is using for the
promotion of COROLLA 2002. Indus Motor Company Ltd.‘s annual report states
that it has increased the budget for advertising by almost 30% during 2002 to
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Indus Motor Company Ltd.
meet the requirement of launching a new product. For the year 2001 advertising
and sale promotion’s budget figure was 38 million that became 48 million in
2002.
customers who are loyal to it. At the time of purchase, customer is given a survey
form that is to be filled by customer and sent directly to Indus Motor Company
Ltd. By doing this customer are entitled an entry in the draw of free services
brand. When our team surveyed the consumers, no one has produced such
remarks that may be supposed negative. Every of its customer appreciated the
Launch: At the time of launching of COROLLA 2002 Indus Motor Company Ltd.
and its dealers took some exclusive steps for promotion of new car. On March
02, 2002 it was launched in Karachi in a ceremony held by Indus Motor Company
Ltd. Apart from this all the dealers arranged a 15 day festival at their outlets for
the promotion. They collected data of all the customers during past 7 years and
provided test drive to the visitors. Some of the dealers in Pakistan are still
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Indus Motor Company Ltd.
PLACING STRATEGY
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Indus Motor Company Ltd.
Indus Motor Company Ltd. has the strongest network of dealership in Pakistan. It
has 28 dealers throughout Pakistan who perform all the functions of distribution
Motor Company Ltd. delivers the product to consumers using an indirect channel
During the year 2001 some 148,000 vehicles were serviced at dealers outlets
and this number increased to 185,000 in year 2002. Through its strong dealer’s
network, Indus Motor Company Ltd. has made the availability of genuine spare
For physical distribution Indus Motor Company Ltd. has developed a Logistic
satisfaction.
• Order Processing
• Warehousing
• Transportation
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Indus Motor Company Ltd.
Indus Motor Company Ltd. and dealers perform these functions for customers.
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Indus Motor Company Ltd.
SWOT ANALYSIS
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Indus Motor Company Ltd.
Strengths:
1. Price
2. Dealer’s network
3. Safety
4. Sporty Look
6. Resale Value
7. Status Symbol
Weaknesses:
1. Competition Opportunity/threat
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Indus Motor Company Ltd.
People’s view: Image of TOYOTA is of a companion in its customer’s minds.
People say that we do not buy this car because of its durability, status, safety or
TOYOTA to a degree that if TOYOTA launches a cart, people will buy it without
hesitation. Availability of cars all over the country, less maintenance expenses,
resale value and status representation are some values that are helping
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Indus Motor Company Ltd.
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Indus Motor Company Ltd.