March 25, 2013: Automobile maker, Toyota which is facing a slowdown in Indian market as any other automaker is now looking to target small cities and towns as part of the future growth plan. They are working on a strategy of “Go Rural” as they think that people in tier 2 and tier 3 cities and rural areas have same aspiration levels as that of people living in tier 1 cities and urban areas and they have the purchasing power as well.
Toyota is also trying to connect to the youth of India with its young brand ambassador Virat Kohli and by its association with the recently launched T-20 University Cricket Championship. Toyota Kirloskar Motors was the main sponsor of this year’s University Cricket Championship and this move of theirs perfectly gelled with the overall marketing strategy of the company. In an interview to Business Line, Sandeep Singh, Deputy Managing Director and Chief Operating Officer, Toyota Kirloskar Motors said that, “Toyota believes the youth hold the key to its success
Youth of India have been playing a very important role in the car buyers market and they are said to be powerful decision makers or influencers in this segment. They are said to be highly ambitious and want the best products at the best price. This is where Toyota is trying to concentrate and connect with the youth through Toyota University Cricket Championship. Toyota is trying to spread the message to the players of the tournament and the people who come to watch the matches by providing a platform for good quality T-20 cricket. The two month tournament which was carried out across the country had good crowd.
The tournament has become a perfect marketing tool for the company and as Mr. Singh says “When word gets around that here is a company reaching out to youngsters, it creates a feel-good sentiment all around. We are as delighted about supporting the cause.”
