Toyota Etios's 'Q' Class Campaign: A Quality Marketing Strategy
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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 sedan’s 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.
The case will help the students:
Quality, Marketing Strategy, Promotional strategy, Brand building, Quality Revolution, Advertisements, Customer perception , Multi-channel, Distribution network, Service network , Online campaign, 'Q' Class Campaign, Indian car market. , Emerging markets , Toyota, Etios, Aspirational Marketing, Diffrentition, Competitive Advantage, Automobiles, Customer Loyalty, Brand Positioning, Global Local, Customer Involvement, Customer Focus, Social Marketing
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