Toyota Etioss Q Class Campaign: A

Quality Marketing Strategy

This case discusses the marketing strategy of auto giant
Toyota Motor Corporation's (TMC) Indian joint venture
Toyota Kirloskar Motor Limited (TKM) for the Etios sedan
and its hatchback sibling, the Etios Liva. Though TKM
already had blockbuster products in India like the Innova and
the Fortuner, these were niche products.
TKM needed products meant for the mass market to generate
volumes and get a sizeable share of emerging car markets like
India that were waiting to explode. And it banked on the Etios
line to deliver the goods in India.
For a full year before the official launch of the Etios line,
TKM embarked on a series of brand building initiatives
comprising teaser advertisements featuring the Etios sedans
outline, showcasing the cars at the Delhi Auto Expo 2010,
launching online advertisement campaigns for the Etios line
through Facebook and Twitter, taking the Etios line of cars
directly to prospective customers in 24 cities through the
Toyota 'Q' World Shows, and launching the 'Q' Promise ad
campaign across all media platforms. The underlying
message of all these promotional activities, with their
spotlight on 'Q Class', was that Toyota had designed the Etios
cars specifically for the Indian market without compromising
on its exacting quality standards. The hype generated by TKM
through these promotional activities was such that within a
week of the launch of the Etios sedan, it registered 8,100
bookings. However, there was some resentment among the
customers once they received the delivery of their cars. There
were quite a few complaints about TKM having compromised
on the Etios's build quality, especially its interiors, to keep
costs low. This proved detrimental to the sales of the Etios
Liva which was launched subsequently. Did Toyota make an
overkill of the quality aspect of the Etios line? How can
Toyota grow the Etios line further in India? This case is
meant for MBA students as a part of the Marketing
Communication/
Product
Management/Marketing
Management/ International Marketing curriculum.

Toyota Etioss Q Class Campaign: A

Quality Marketing Strategy
Etios was first showcased in the Auto Expo and we received a good response. Now
we are taking this sedan and hatch to many cities, under the Q-World, which is like an
exclusive Toyota auto expo..... We use advertising to communicate product details to
our customers. On ground promotional activities like road shows, customer meets,
and sponsorship of various events are more fruitful. i
Hiroshi Nakagawa, Managing Director, Toyota Kirloskar Motors Limited,
in July 2010.
On December 1, 2010, Toyota Kirloskar Motors Limited (TKML), the Indian joint
venture between the automobile major Toyota Motor Corporation (TMC) and the
Kirloskar Group 1, launched the Etios sedan, priced between Rs. 496,000 and Rs.
686,000, ex-showroom Delhi.ii This launch and the subsequent launch of the
hatchback Etios Liva marked TKMLs foray into the mass market segment of the
Indian car market. The launch of the Etios sedan was preceded by a slew of brand
building initiatives by TKML including the Quality Revolution advertisements,
the display of the Etios line at the Delhi Auto Expo 20102, the Q World shows,
the Q Promise ad campaign, etc. The customer response to the Etios sedan was
overwhelming. In the first week of its launch, the Etios sedan had received 8,100
bookings.iii,iv Industry observers felt that the excitement created by TKM around
the sedan through the pre launch marketing strategy, had played a major role in
this not-so-insignificant feat. However, customers who had been eagerly waiting
for the cars were reportedly disillusioned when the actual vehicles were delivered
to them. Many of the customers who had been swept away by the hype generated
around the Etios by TKM and had rushed to book the car, felt that they had been
short-changed by the company. Quite a few of them were not satisfied with the
build quality of the car and felt that TKM had compromised on the features to
keep the cost low. v This customer perception of not having got what they wanted
dampened the response to the hatchback Etios Liva which was launched
subsequently, industry observers said. The Etios Liva received only 4,000
bookings in the first five weeks of its launch and experts attributed this to
consumers having becoming wiser. Experts felt that this was something that TKM
would have to worry about, as it needed the Liva more than the sedan version to
establish a larger footprint of the Indian car market.

Kirloskar Group is an Indian engineering and construction conglomerate.

The Delhi Auto Expo is a trade exhibition of automobile and auto component makers
organized once every two years at New Delhi. It is organized by the Auto Component
Manufacturers Association, Confederation of Indian Industry, and the Society of Indian
Automobile Manufacturers. The Delhi Auto Expo 2010 was held from January 5 to January
11, 2010. The total number of participants was 2,105 comprising, amongst others, 42
vehicle manufacturers and 1,754 auto component manufacturers.

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Background Note
The history of Toyota3 can been traced to the 1930s when Kiichiro Toyoda, son of
Sakichi Toyoda, the promoter of Toyoda Automatic Loom Works (TALW4), started
working on a small engine run on gasoline. This was followed by the setting up of an
automobile division at TALW. An independent entity by name Toyota Motor Co. Ltd.
(TMCL) was established in 1937. The first plant of TMCL, established at Honsha,
Japan, commenced production in 1938. During World War II, TMCL was primarily
engaged in the manufacture of trucks for the Japanese army. By 1950, the company
was on the verge of financial bankruptcy and faced crippling labor disputes. Under the
changed leadership of Taizo Ishida, TMCL successfully weathered the storm and
emerged a much improved organization. In 1957, for the first time, the export of
Toyota cars (Crown brand) to the USA began. A new entity, Toyota Motor Sales
U.S.A. Inc. (TMS), was formed in the same year to concentrate on the U.S. market. In
1965, TMCL received the coveted Deming Prize 5 for the significant breakthroughs it
had achieved in quality improvement. In 1966, the Corolla6 brand was launched. In
1967, TMCL entered into a strategic business partnership with Daihatsu Motor Co.
Ltd.7. In the year 1982, TMCL and TMS were merged into a single entity, Toyota
Motor Corporation (TMC). In 1989, the Lexus8 brand was first introduced in the
USA. In 1997, TMC introduced the Prius9 range of hybrid cars10.As of 2011, TMC
was the largest automobile maker in the world in terms of sales and production. Its
sales revenue was US$235.89 billion for FY 2011.vi And Toyota vehicles were being
marketed in more than 170 countries worldwide. vii
Toyota entered India in October 1997 with the formation of a joint venture with the
Kirloskar Group.viii The two parties held a stake of 89 percent and 11 percent,
respectively, in the joint venture, Toyota Kirloskar Motors Limited (TKML). The
first product to be launched by TKML in India was the Qualis, a Multi Purpose
Vehicle (MPV). The Qualis was introduced in January 2000 and, by the end of that
year, was the leader in the MPV segment, having sold over 21,000 units. ix In 2002, the
company ventured into the luxury car segment with the launch of the Camry. x In 2003,
TKML came out with its offering in the premium car segment, the Corolla. The
3

4
5

7
8

9
10

Toyota is the word used in common parlance to refer to TMC or any of its car subsidiaries
worldwide.
TALW was a manufacturer of weaving machinery.
The Deming Prize is one of the worlds most prestigious awards given in the field of quality
control.
By 2009, Corolla had become the largest selling car in the world with over 0.9 million
annual unit sales. (Source: www.caradvice.co.au)
Daihatsu Motor Co. Ltd. is one of the oldest Japanese car manufacturers.
Right from the beginning, Toyotas strategy was to develop Lexus as a premium brand with
nominal association with the parent brand. As of 2011, the Lexus range of cars has
dedicated design, engineering, and manufacturing
facilities. In the year 2010, the Lexus
range of cars had total sales of 0.28 million units in the Japanese, European, and the US
markets . (Source: Wikipedia)
By 2010, the worldwide sales of Prius had crossed 2 million units.
Hybrid cars are fuelled by two or more distinct sources of power, typically an internal
combustion engine and one or more electric motors.

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Toyota Etioss Q Class Campaign: A Quality Marketing Strategy

Corolla had a good run in India, having sold 70,000 units by June 2011. xi The Qualis
was phased out from the Indian market in February 2005. In March 2005, the Innova,
a new offering in the Indian MPV segment, was launched. xii Since its launch, the
Innova was a market leader in its segment, with 42,740 units being sold in the
calendar year 2009.xiii The corresponding market share was around 31 percent. xiv In
August 2009, TKML launched its premium Sports Utility Vehicle (SUV), the
Fortuner.xv The Fortuner was the leader in its segment, with over 15,000 units being
sold in the first 18 months.xvi The other offerings from the Toyota stable were the
Land Cruiser 200, LC Prado, and the Hybrid Prius which were launched in June 2009,
December 2009, and January 2010, respectively. xvii,xviii,xix

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 (Refer to Exhibit I and Exhibit II for images of Etios sedan and
Etios Liva). 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. xx At
the time of the launch of the Etios sedan, TMC President Akio Toyoda had said,
"India is a key market for our overall strategic growth plans, and the launch of the
Etios is definitely a milestone not only for Toyota in India but for Toyota globally." xxi
Exhibit I

An Image of Etios Sedan

Source: www.indiancarsbikes.com

According to industry experts, the importance of the Etios sedan and hatchback to
Toyotas larger game plan could not be overemphasized. According to them, the
growth rate of the car markets in the developed countries, where Toyota had a
significant presence, was slowing down whereas the car markets in some of the
emerging countries, with India featuring prominently amongst them, were waiting to
explode. Hiroshi Nakagawa, the Managing Director of TKM, had said, Most of our
products are sold in developed market like US, Japan, Europe, but one cannot expect
exponential growth from these markets. They will be very stable markets, but markets
like India, China, and Brazil are the future, especially India where we dont have
much presence. Limited presence also means huge opportunity for us.xxii Toyota
officials expected the Indian car market to grow at the rate of 10% per annum as
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Strategic Marketing
against the global annual growth rate of 5%.xxiii The Society of Indian Automobile
Manufacturers (SIAM11) expected the annual car sales in India to increase from 1.53
million units in the financial year 2010 to 3 million units in the financial year 2016.xxiv
Though the existing products offered by TKM were best sellers in their respective
categories, they were present in categories that comprised just 15 percent of the Indian
car market.xxv As against a market share of 3 percent in 2010, TKM wanted to capture
a market share of 10 percent by 2017. xxvi With the Etios sedan and hatchback, TKM
would be present in more than 45 percent of the market. xxvii
Exhibit II

An Image of Etios Liva

Source: www.rediff.com

Another reason, according to analysts, was that TMCs position as the worlds largest
automobile manufacturer was being threatened by Volkswagen AG (VAG 12). TMC
had clocked annual vehicle sales of 8.42 million units worldwide in 2010 as against
7.14 million units sold by VAG. xxviii VAG was also banking heavily on the Indian
market with two best sellers, the Polo and the Vento. Hence, TMC needed a major
boost in the Indian market to stay ahead of VAG. Moreover, TMCs image in the
western markets, as a manufacturer of quality cars had taken a beating after some of
its cars were recalled due to problems in acceleration, braking, etc. From September
2009 till November 2010, TMC had recalled 11 million vehicles worldwide. xxix
However, this did not have a discernable impact on Toyotas image in India and some
of the other emerging car markets due to its relatively small presence in these markets.
Hence, Toyota expected these markets to warm up to it, despite the recalls, if it
pitched in with the right products.

11

12

SIAM is a representative body of 46 major vehicle and vehicle engine manufacturers in

India
VAG is the largest car maker in Europe.

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Toyota Etioss Q Class Campaign: A Quality Marketing Strategy

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. 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 (Refer to
Exhibit III for an image of one of the teaser advertisements). These ads ended with the
tagline First for India, then for the world.xxx The message was that Toyota was
developing a car for India which would adhere to the exacting quality standards the
company was known for.xxxi
Exhibit III

Etios Teaser Advertisement

Source: www.dwsauto.com

In January 2010, TKM displayed the concept-cars13 of the Etios, in both the sedan and
hatchback versions, at the Delhi Auto Expo. Simultaneously, TKML created
excitement for the products on the Internet with the launch of Etios ads on Facebook 14
and Twitter15.xxxii This was followed by the Toyota Q World Shows. These were
two-day shows held by TKM from January to August 2011 in 24 cities across
India.xxxiii At these shows, the Etios concept sedan and hatchback were displayed
along with some of Toyotas existing offerings in India like the Prius, the Prado
Diesel, the Land Cruiser and the Fortuner (Refer to Exhibit IV for images of the
Toyota Q World Show).xxxiv Toyota officials claimed that the main aim of these
shows was to take the Etios concept directly to potential customers, to enable car
enthusiasts to experience the entire range of TKMs product offerings under one roof,
and to listen to customers regarding the improvements they desired in Toyotas
products and service levels.xxxv
13

14
15

A concept-car is a prototype of a car intended to display a new style or a new technology

(Source: Wikipedia)
Facebook is the worlds largest online social networking site.
Twitter is an online social networking and micro blogging site wherein users can send and
receive text messages of up to 140 characters.

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Strategic Marketing

Exhibit IV

Images of the Toyota Q World Shows

Source: www.automotivehorizon.sulekha.com

At these shows, the concept of World First, India First was widely publicized to
drive home the point that the Etios had been developed specifically for India only,
incorporating the particular needs of the Indian customers and that it would be a
matter of time before such a world class product was launched in other parts of the
world.xxxvi Experts reckoned that in addition to engaging a number of car enthusiasts
and creating visibility for the Etios, TKM was looking at the Toyota Q World
Program to develop a critical mass of customers for the Etios. xxxvii According to
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Toyota Etioss Q Class Campaign: A Quality Marketing Strategy

Sandeep Singh (Singh), Deputy Managing Director, TKM, a significant result of the
Q World campaign was that Toyotas brand recall16 in the top ten cities had moved
one notch higher from number three to number two. According to Singh, there were
two more discernible benefits that TKM had derived from the campaign. One,
improvements were made to the car as a result of the feedback given by 1200 visitors,
and, two, of the 150,000 visitors to the shows, 54,000 potential customers had elicited
a strong desire to buy the car. xxxviii
TKM resorted to symbolism to drive home the point that Etios had been specifically
designed with the Indian customer in mind. First, the Etios logo was created with the
word ETIOS written in bold and the alphabet I in ETIOS shaped like the
traditional vermillion worn by Indian women, that signifies the good things in life
(Refer to Exhibit V for an image of the Etios logo). Second, the last day of the Q
World campaign was held at Surat, Gujarat, on August 15, Indias Independence
Day.xxxix
Exhibit V
Image of the Etios logo

Next in the run-up to the launch of the Etios was the Q Promise ad campaign by
TKM. This campaign was rolled across the print, television, and digital media and
lasted between August and October 2010.xl It was aimed at promoting the overall
ownership experience of the Toyota automobiles (Refer to Exhibit VI for images of
the Toyota Q Promise advertisements). The first ad emphasized the production of
quality cars by TKM which was achieved through the legendary Toyota Production
System (TPS17). The ad also explained how TPS was augmented by TKM keeping all
the parties in the value chain, including employees, suppliers, dealers, and customers
happy.xli The second ad emphasized the delivery of quality service by TKM through
express maintenance in 60 minutes, round-the-clock help in case of a breakdown, and
a 3 year/ 0.1 million kilometer service warranty.xlii The third ad emphasized quality
driving experience for the TKM customer because of the deployment of the latest
technology.xliii According to TKM officials, a thread or dhaaga that featured
prominently in all these ads, symbolized the companys reiteration of its commitment
to quality and its Customer Comes First philosophy. xliv

16

17

Brand recall is the extent to which a customer can recall a specific brand when he/she is
given the related product category.
TPS aims at enabling the production process to deliver maximum value by smoothening it
out through elimination of waste and inconsistencies.

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Strategic Marketing

Exhibit VI
Images of Toyota Q Promise Print Ads

Contd

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Toyota Etioss Q Class Campaign: A Quality Marketing Strategy

Contd

Source: www.toyotabharat.com

TKM, besides projecting itself as a manufacturer of quality cars, wanted to impress

upon Indians that it had its heart in the right place. On November 12, 2010, TKM
organized the Toyota Classics18 2010 World of Harmony concert in Mumbai.
Some Italian musical stalwarts and the renowned Indian saxophonist Padmashree 19
Dr. Kadri Gopalnath performed at the concert. The concert culminated with TKM
donating Rs.1.7 million to Child Rights and You (CRY 20).xlv Experts observed that
this concert was timed to create positive vibes about TKM and its upcoming Etios
models.
TKMs efforts to occupy the high ground of Quality received a big boost when it
was widely reported in the media that Yoshinori Noritake, TMCs Chief Engineer,
Product Planning, had come to India more than 50 times and had interacted with over
100 car owners in India while designing the Etios. Another opportunity that came
TKMs way to promote the Etios as a product with exacting quality standards was the
18
19
20

Toyota Classics is a cultural program that has been organized by Toyota since 1990.
The Padmashree is the fourth highest civilian honor given by the Government of India.
CRY is an Indian non governmental organization that works for the betterment of
underprivileged children in India.

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Strategic Marketing

appointment of the renowned musician AR Rahman as its brand ambassador (Refer to

Exhibit VII for an image of an Etios ad featuring the musician). According to TKM
officials, Rahman was chosen to endorse Etios as both shared the values of zeal and
perfection.xlviAR Rahman had this to say about Toyota and Etios, I believe real
quality is created when skill meets dedication, when insight meets inspiration, when
passion meets perfection. This is why I am happy to be associated with Toyota. The
same values drive Toyota in whatever they do. Together, we aim to delight India! xlvii
TKM officials claimed that as of December 2010, 3.25 millions fans of Rahman had
viewed the Etios ad that he had displayed on his Facebook page.xlviii
Exhibit VII

Image of an Etios Ad featuring AR Rahman

Source: www.kokkada.com

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. xlixl An alluring
proposition for potential Toyota dealers was the higher margins on offer. As against
the prevailing margin of 3 to 3.5 percent on cars offered by its competitors, TKM
allowed its dealers to retain a 4 percent margin, and as against the industry norm of 15
percent margin on spares, TKM allowed its dealers to retain 18 to 20 percent. li

Q Class Online Campaign

TKM used the online media for the promotion of the Etios. lii 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 (Refer to Exhibit VIII for an image of
an ad appearing on the Toyota Etios Facebook page). The Etios website was launched
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Toyota Etioss Q Class Campaign: A Quality Marketing Strategy

in September 2010.liii This website, besides providing information about the upcoming
cars, featured games and quizzes (where winners could get Etios memorabilia). The
website, once again, carried the prominent underlying message that the Etios concept
had been first developed for India. Nearly 500,000 netizens logged on to this website
on the first day of its launch. By the end of the first week, the number of visitors had
risen to one million.liv
Exhibit VIII

Image of an Ad Appearing on the Toyota Etios Facebook Page

Source: www.facebook.com

The Etios Liva was launched on June 27, 2011, priced between Rs.399,000 and
Rs.599,000, ex-showroom Delhi .lv It was advertised as a Q Class Hatch. Post the
launch of the Etios Liva, TKM ran an online campaign on its website,
www.myqclassexperience.in. Users could log on to this website and describe in 100
words their experience of driving an Etios sedan or an Etios Liva. Twenty of them
were to be gifted with a Q Class Experience tour of the Etios manufacturing plant in
Karnataka, India.

Q Class Results?
The impact of TKMs 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.lvi Yoshinori Noritake, TMCs Chief Engineer, was reported to have
said, The number of orders is far bigger than I personally expected. We dont even
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Strategic Marketing
have the car in our showrooms yet.lvii In the first eight months of its launch, the Etios
sedan sold 25,267 units (Refer to Exhibit IX for month wise breakup of sales).
Perhaps, Singh summed up the mood in the company best when he said, It has far
exceeded our expectations and is a tribute to the team and its marketing effortsThis
(Q World) initiative played a big role in the bookings response to the Etios. Many of
these people are first time Toyota customers and this reflects the strength of the
brand,lviii he added.
Exhibit IX

Etios Sedan Sales (December 2010 to July 2011)

Compiled from various sources

However, some experts felt that there was an over-the-top emphasis by Toyota on the
superior quality of the Etios cars which might come back to haunt the company. For
example, when Singh was asked how he expected Toyota to compete with established
players in the small car market, his first statement was Etios had already brought
about a quality revolution in the Indian market. lix This contrasted with the sense of
disillusionment that many of the customers and car experts felt with the end products,
especially the quality of the interior plastics. A car enthusiast, who had reviewed the
Etios sedan on an automobile website, felt that there was nothing Q-Class about the
cars interiors which he found were of very poor quality. His final verdict was that
Toyota should invest less on its promotional campaigns and more on improving the
interiors of the car.lx A reviewer on a respected Indian auto website had this to say
about the loose ends in the Etios sedan, Frankly there are bits and pieces inside the
cabin that come straight out of a commercial vehicle. The gray plastic is tacky. It
reminded us of the journey we once undertook in a Tata Ace while our college bus
broke down. The rear door panel was wobbling about, and with a little muscle, could
have been dislocated. Even the top-end model shown at the launch had seats covered
with felt. The center console looks like a sticker. The sound while closing the door
wasnt reassuring. This is by no stretch of imagination a Quality cabin. This perhaps
is the worst cabin in its segment. lxi He wondered why TKM had created so much of
brouhaha about Etioss quality when it was not evident from the interiors.
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Toyota Etioss Q Class Campaign: A Quality Marketing Strategy

In a review about the Etios Liva on the same website there was similar criticism, The
dashboard is straight from the Etios (sedan) with no quality improvements. You get
the same recycle grade plastic quality on the inside. lxii An Etios Sedan (petrol
version) owner complained about its poor exterior paint quality and inferior acoustic
insulation. The irate owner pointed out that he had shelled out extra for petrol and that
he had ended up with an engine that was noisy as the diesel one. lxiii A car enthusiast
after taking a first-hand look at the Etios Liva commented that the plastics used for the
interiors were of the recycled grade.lxivA disappointed owner of the Etios sedan felt
that TKM had taken the Etios customers for a ride and wondered whether the
company had questionable quality class on its mind when it spoke of quality
revolution.lxv It was also widely believed that the overall build quality of the Etios
had been compromised.lxvi Some of the customers who had initially booked the Etios
sedan, buying into the Toyota brand, cancelled their bookings subsequently due to the
absence of features in the car.lxvii Experts felt that this mismatch between the
customers expectations, which had soared as a result of Toyotas aggressive
promotional campaign, and the ground realities showed up in how the Etios cars
performed in the market. Etios Liva had clocked sales of 2,551 units in July 2011, the
first full month since its launch, which industry experts felt was a lukewarm response.
The Etios sedan did register reasonable sales of 4,095 units. lxviii In August 2011, while
the Liva registered sales of 2,824 units, the sales of the sedan version had fallen 34%
to 2,708 units.lxixlxx This drop in sales was of course partly attributed to the expected
launch of diesel versions of the Etios sedan and Liva. These were subsequently
launched on September 9, 2011. The state of things for Etios could perhaps be gauged
from the reduction in TKMs sales expectations for the Etios line. In June 2011, TKM
announced that it targeted sales of 140,000 for the Etios line in 2011. In September
2011, TKM revealed that it was on line to achieve sales of only 135,000.lxxi

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Endnotes:
i

Rahul Sharma, Its Time to Jump Up, www.financialexpress.com, July 20, 2010.

ii

Sopan Sharma, Toyota Etios Sedan Launched! www.zigwheels.com, December 1,

2010.

iii

Jaishankar Jayaramiah and BV Mahalakshmi, Etios Logs 8,100 bookings in Just One
Week, www.financialexpress.com, December 10, 2010.

iv

V. Rishi Kumar, Toyota Kirloskar Targets 5% Market Share this Year,

www.thehindubusinessline.com, July 4, 2011.

Are We Buying Toyota Etios Because It Is Cheaper? www.carwale.com, May 22,

2011.

vi

http://en.wikipedia.org/wiki/Toyota

vii

http://toyota.eu/about/Pages/toyota_world.aspx

viii

Toyota Cars In India, www.indiamarks.com, March 4, 2011.

ix

Toyota Withdraws Qualis from India, www.rediff.com, February 1, 2005.

Satish Kalepu, Toyota Camry Updated and Refreshed, www.cartradeindia.com,

August 23, 2009.

xi

2012 Toyota Corolla Altis Launched in India, www.bharathautos.com, June 17, 2011.

xii

Toyota Cars in India, www.indiamarks.com, March 4, 2011.

xiii

www.knowindia.net/auto.html

xiv

Innova Special Edition Launched, www.autocarindia.com, June 3, 2010.

xv

Ritesh Madhok, Toyota Fortuner Bookings Suspended, www.dwsauto.com, April 30,

2010.

xvi

Chanchal Pal Chauhan, Robust December Sales Set the Tone for Autos Cos,
www.articles.economictimes.indiatimes.com, January 2, 2011.

xvii

Toyota Land Cruiser Diesel Launched in India, www.zimbio.com, June 10, 2009.

xviii

Toyota Launches Land Cruiser Prado, www.carwale.com, December 23, 2009.

xix

Toyota Launches Prius Hybrid @ 26.55 Lakhs!, www.autoholiks.com, January 8,

2010.

xx

Raj Kumar, Toyota Etios Sedan is Available in 4 Grades and 6 Colors,

www.autobites.com, December 2, 2010.

xxi

Anirban Chowdhury, Santanu Chodhury and Dhanya Ann Thoppil, Toyotas Etios
Makes Global Debut in India, online.wsj.com, December 1, 2010.

xxii

Preethi Chamikutty, Toyota Betting Big on Markets Like India to Fuel Growth,
www.articles.economictimes.indiatimes.com, March 9, 2011.

xxiii

http://indianautosblog.com/2010/06/toyota-etios-coming-early-2011-india

xxiv

Anirban Chowdhury, Santanu Chodhury and Dhanya Ann Thoppil, Toyotas Etios
Makes Global Debut in India, online.wsj.com, December 1, 2010.

xxv

Tejinder Singh, Toyotas Q World, www.studyshare.in, February 2, 2011.

xxvi

Toyota Eyes 10 PC Market Share in 6-7 Yrs, articles.economictimes.indiatimes.com,

March 13, 2010.

xxvii

Murali Gopalan, Toyota Unleashes New Campaign to Keep Etios Momentum Going,
www.thehindubusinessline.com, August 25, 2010.

xxviii

Sharmistha Mukherjee, Toyota Targets Volumes with Etios Liva,

www.bsmotoring.com, June 27, 2011.

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Toyota Etioss Q Class Campaign: A Quality Marketing Strategy

xxix

Sridhar Chary and Shally Seth, Toyota Launches Etios Sedan at Below Rs 5 Lakh,
www.livemint.com, December 1, 2010.

xxx

Toyota Etios Sedan in Quality Revolution Ad? www.dwsauto.com, December 30,

2009.

xxxi

http://www.indimoto.com/blog/page/60/

xxxii

Amitesh Srivastava, Multi-Channel Marketing an Example: ETIOS by Toyota,

www.amiteshsrivastava.wordpress.com, December 7, 2010.

xxxiii

http://toyotaetios.in/qworld.htm

xxxiv

Toyota Q World Fair on March 20, 21, www.deccanherald.com, March 18, 2010.

xxxv

Toyota Q World Gets Overwhelming Response in Hyderabad,

www.portal.exittosoft.com, May 15, 2010.

xxxvi

http://auto.oneindia.in/news/2010/06/toyota-etios-q-world-hatchback-cars-210610.html

xxxvii

Toyota Q World event storms Coimbatore, www.cardekho.com, June 1, 2010.

xxxviii

Bhupesh Bhandari, The Etios Brief, www.business-standard.com, September 27, 2010.

xxxix

Amitesh Srivastava, Multi-Channel Marketing an Example: ETIOS by Toyota,

www.amiteshsrivastava.wordpress.com, December 7, 2010.

xl

Naresh Koshti, Toyota Rolls Out Q Promise Campaign in India,

www.news.infibeam.com, August 9, 2010.

xli

http://www.toyotabharat.com/Images/q-promise1-big.jpg

xlii

http://www.toyotabharat.com/Images/q-promise2-big.jpg

xliii

www.toyotabharat.com/Images/q-promise3-big.jpg

xliv

Naresh Koshti, Toyota Rolls Out Q Promise Campaign in India,

www.news.infibeam.com, August 9, 2010.

xlv

Pawan Chabra, Charity with a Classical Note, www.4psbusinessandmarketing.com,

December 2, 2010.

xlvi

Toyota Etios to be Launched in Bangalore on Dec 1, www.thehindubusinessline.com,

October 15, 2010.

xlvii

Shrawan Raja, Etios to be Launched on Dec 1st; AR Rahman its Brand Ambassador,
www.indianautosblog.com, October 18, 2010.

xlviii

Shrawan Raja, Learnings from Toyotas Press Conference Press in Mumbai Today,
www.indianautosblog.com, December 7, 2010.

xlix

Bhupesh Bhandari, The Etios Brief, www.business-standard.com, September 27, 2010.

Shrawan Raja, Toyota Etios Logs 8,100 Bookings in 7 Days,

www.indianautosblog.com, December 12, 2010.

li

Sharmistha Mukherjee, Toyota Targets Volumes with Etios Liva,

www.bsmotoring.com, June 27, 2011.

lii

Preethi Chamikutty, Toyota Betting Big on Markets L\like India to Fuel Growth,
www.articles.economictimes.indiatimes.com, March 9, 2011.

liii

Amitesh Srivastava, Multi-Channel Marketing an Example: ETIOS by Toyota,

www.amiteshsrivastava.wordpress.com, December 7, 2010.

liv

Amit Bapna, New Page View? How Digital Impacts Not Just Marketing But Other
Facets of Business, m.economictimes.com, July 13, 2011.

lv

Toyota Etios Liva Launched at Rs.3.99 Lakh Onwards,

www.businesstoday.indiatoday.in, June 27, 2011.

191

Strategic Marketing

lvi

Kaustubh Shinde, Nano Didnt Flood the Streets, Toyota Etios Certainly Will,
www.indianautosblog.com, December 17, 2010.

lvii

JAPAN: Indians Order 12,000 Toyota Etios, www.just-auto.com, December 15, 2010.

lviii

Toyota Gears Up for Etios Delivery Challenge, www.thehindubusinessline.com,

December 20, 2010.

lix

Sharmistha Mukherjee, Toyota Targets Volumes with Etios Liva,

www.bsmotoring.com, June 27, 2011.

lx

Toyota Etios, www.carwale.com, January 19, 2011.

lxi

Kaustubh Shinde, How Is It Like Being Inside the Toyota Etios?,

indianautosblog.com, December 8, 2010.

lxii

Kaustubh Shinde, Toyota Etios Liva What is Different?, indianautosblog.com, June

30, 2011.

lxiii

Are We Buying Toyota Etios Because It Is Cheaper?, www.carwale.com, May 22,

2011.

lxiv

http://www.zigwheels.com/upcoming-launches/toyota-etiosliva-diesel-comingsoon/9419

lxv

Jayessh S Nanavati, Toyota Kirloskar Motor - Toyota Etios -The Questionable Quality
Car, www.icomplaints.in, April 11, 2011.

lxvi

Toyota Etios Review Very Bad, www.carwale.com, December 27, 2010.

lxvii

Kaustubh Shinde, Toyota Etios: Victim of Its Own Success?, indianautosblog.com,

February 14, 2011.

lxviii

Shrawan Raja, Toyota Registers an Awesome 99% Growth; Liva Petrol Fails to
Impress, indianautosblog.com, June 30, 2011.

lxix

Toyota Kirloskar August Sales Jump 84%, www.financialexpress.com, September 1,

2011.

lxx

Roshun Povaiah, Toyota Etios Sales Drop 34% in August in Anticipation of Diesel
Variant, www.dwsauto.com, September 8, 2011.

lxxi

Prasenjit Bhattacharya and Anirban Chowdhury, UPDATE: Toyota Introduces Diesel

Etios Cars In India, Cuts Sales Target for Second Time, online.wsj.com, September 9,
2011.

192