EVENTFAQS - “The BTL space will grow along with marketing on the whole”

Interviews

“The BTL space will grow along with marketing on the whole”

27 September 2011

Rising from the ashes of industrial upheaval in post-war Japan, Toyota has become the largest vehicle manufacturer in Japan with over 40 per cent market share. Toyota began to make inroads into foreign markets in the late 1950s. The Japanese company made its entry into India in 1997 with a joint venture with the Kirloskar Group, creating Toyota Kirloskar Motor Pvt. Ltd. to manufacture and sell Toyota cars in the country.

In an exclusive interview with EVENTFAQS, Ramesh R.K., General Manager, Marketing, Toyota Kirloskar Motor, discussed the company's recent launch of the diesel variants of Etios and Etios Liva, as well as its association with various golf tournaments in the country.

How long have you been associated with the Karnataka Golf Festival? What was the objective behind this association?

We have been sponsoring various golf events since 2009. The Karnataka Golf Festival is a good platform to interact with our customers, gain feedback and educate prospective customers about our products. It is also a good opportunity to be a part of promoting golf in Karnataka and help give fillip to the tourism industry.

What kind of benefit have you derived from partnering with this event? With the many other sports properties available, why did you choose to associate with golf?

Three consecutive years of association has given us an opportunity to interact with our customers closely and has helped us to be a part of promoting golf in Karnataka. The partnership was made looking at the target audience for the sport. Toyota upper class clientele is predominantly present as the players and followers of this game. Etios is also the sponsor for the national Junior Golf Tour. The association was again made looking at the Toyota upper clientele and the target.

What are your expectations in the BTL space in the future? How will you be positioning your brand in terms of activations and sponsorships?

The BTL space is bound to grow with growing scope of the marketing field on the whole. The brands are positioned in line with the target audience. For example, the Etios Liva marketing activities target the youth of today. We have executed college level activities and sponsored various college fests as a part of our BTL activities for Etios Liva. The marketing strategy for Etios and Etios Liva included TV, print, digital, hoardings, direct mailers, airport OOH, etc.

For the festive season, we have tied up with popular retail chains to display our cars and are also conducting various contests. Additionally, festive ad campaigns on TV and print are being carried out.