Toyota Etios's 'Q' Class Campaign: A Quality Marketing Strategy
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"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."
-Hiroshi Nakagawa, Managing Director, Toyota Kirloskar Motors Limited, in July 2010.
In the first week of its launch, the Etios sedan had received 8,100 bookings. 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. 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.
1] Kirloskar Group is an Indian engineering and construction conglomerate.
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