Toyota Qualis : RIP (2000-2004) | Media Marketing

24 Фев 2015 | Author: | No comments yet »
Toyota Qualis

Toyota Qualis. RIP (2000-2004)


Company. Toyota


Brand Analysis 294

Qualis is a puzzling brand for of the marketing students. The simple is that Toyota stopped the of this brand when was having its highest market in Indian market.

Qualis was in India in 2000. At that itself the brand caught ines because it was the first of Toyota in India. Qualis was two generation old when it was launched in Qualis is Indian version of Kijang from Indonesia. were cases of globally models introduced in India the bullet like Peaugot So there were skeptics who doom for Qualis.

Those predicted failure for had real logical reasons. Qualis was a dated model. consumers are aware of global and may not accept an outdated model. was the design of Qualis. Qualis was not looking. Hence the chances of the acceptance was perceived to be minimal .

But proved everyone wrong. For Qualis was a brand launched to the market. The brand was launched careful market research and consumer insights gave the confidence to launch this in the market.

Qualis was a utility The brand was competing with the Sumo which was the market in the nascent MPV segment.Sumo was a work and the product had its problem regarding of refinement and brand image. But was a need for a refined, high multi-purpose vehicle.

MPV’s are used by businessman and employed and those who would to take the entire family Sumo was more of a commercial rather than a family Sensing this gap, was launched as a family MPV.

Toyota Qualis

was launched with much and the launch also saw some advertising. The brand was launched ” Touch and Try” campaign encouraged the customers to test the car. The brand initially on Space and comfort as the main The sales soared once word of mouth about the of the car began to circulate. Infact redifined the MPV segment in India. rugged product to a refined consumers were educated to new of comfort.

But things were not rosy for Rather than the intended this brand began to taxi and tour operators. was selling like hotcakes as From the initial 9% market Qualis dethroned Sumo and was the leader with over 40%

The brand tried to bring the individual consumer through a of campaigns and variants. The brand had the taglines ” Touch the perfection ” and ” the Qualis Life”. New luxurious were launched to attract and individuals to buy this car. The TG for were businessman/self employed an annual income between Rs Rs 800,000 who travels atleast Km per day. Qualis was known for Durability and Reliability.

With MPV segment taking competition was getting hotter for New launches from Chevrolet and began hurting the market of Qualis. More than it was Scorpio that worried most. The company felt the intended consumers ( individuals) moving away from Market research suggest consumer needs are changing and did not fit into the consumer’s schemes.

had the company policy that a should have attained position before phasing Qualis has attained its saturation So the company had the challenge of retaining the position in the segment and also to the market. It wanted to get out of the ” Taxi ” Another development was the famous International Multipurpose Vehicle ( IMV) which was decided to be the for all international products from

In 2004, Toyota announced the out of Qualis. Interestingly, the month the phasing out was announced saw record for Qualis. Its difficult for a brand to and even more difficult for a to kill a successful brand. ‘ death was timely and paved way for a successful Innova.

The natural arises when a company to kill a brand is about the customers. For products which after sales support and usually companies have a of supporting its phased out brand for a decade. The existing customers may less worried if they are support by the company for a reasonable

Toyota Qualis
Toyota Qualis
Toyota Qualis
Toyota Qualis
Toyota Qualis

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