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10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
10 step marketing plan for toyota innova group e
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10 step marketing plan for toyota innova group e

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  • 1. 10 STEP Marketing Plan for TOYOTA INNOVA GROUP E Jennifer Lorraine Yu Benehlyn Tiu Lynie Tumabini October 2013 http://www.jenniferlorraineyu@blogspot.com
  • 2. Disclaimer This 10 Steps Marketing Plan for Toyota Innova is part of the mandatory requirements of Prof. De Ungria’s marketing management class. The data included in this report are based on publicly available data such as those on internet websites, news, magazines, and public reports. When appropriate, data are “masked” so as not to create unexpected conflicts. The reports are posted and linked on slideshare, blogs and facebook so that it is easier to share. http://www.jenniferlorraineyu@blogspot.com
  • 3. Steps 1 to 5 Reliability builds Confidence 1. 2. 3. 4. 5. Toyota Innova PTM are “Building Confidence for Young Parents” For growing family and having new businesses. Can choose from Mitsubishi Adventure, Isuzu Crosswind, Chevrolet Orlando, and Nissan Grand Livina Gap is all other brands of the same category are known for typical family AUB that has the capacity for seating a number of people and spacious cabin. Half year of 2013, market size has reached to 102,571 registered vehicles in the Phils., Toyota Innova sold 7,331 units, ranked no. 2 and niched 7.1% market share http://bestsellingcarsblog.com/2013/09/05/philippines-6-months-2013-now-with-top-140-models-ranking/ http://www.jenniferlorraineyu@blogspot.com
  • 4. Steps 6 to 10 Best Value for Money 6. 7. 8. 9. 10. Toyota Innova is a MPV that has smart engine power in 4 versions J,E,G & V; can choose from standard feature to luxury; spacious cabin, luxurious interior Price varies from P 832k – P 1.246M depends on the model Uses ads such as media, newspaper and magazine, websites, promotions, events & experiences, public relations, and word of mouth Stores are conveniently located nationwide Uses differentiation approach, supply and distribution leverage approach to win http://www.jenniferlorraineyu@blogspot.com
  • 5. 1. Toyota Innova primary target market (PTM) are “Building Confidence for Young Parents”    35-40 yrs old, social class A,B & C, married or single parent with kids. Starting to have growing family and new business. Use daily, can reach in different destination with comfort and share bonding moments with loved ones; buy car once every 3 to 4 years. http://www.jenniferlorraineyu@blogspot.com
  • 6. 2. PTM needs to boost its confidence Brings confidence and optimistic value Love of Family Reference: Marketing Management 14 th Edition, Kotler http://www.jenniferlorraineyu@blogspot.com
  • 7. 2. Young Parents needs, wants, & demands Young parents love of family strengthens and restore its self-esteem. Young parents choose Toyota Innova because it’s a multi purpose vehicle, powerful engine, available in different variants, safe drive, fuel efficient. Young parents demand is to have an all purpose vehicle, that has riding comfort with the style, performance and security of SUV; best value for money. http://www.jenniferlorraineyu@blogspot.com
  • 8. 3a. Toyota Innova has various alternatives  DIRECT:   INDIRECT:   Isuzu Crosswind, Mitsubishi Adventure, Chevrolet Orlando, Nissan Grand Livina SUVs, vans & pick-ups, sedans & hatchbacks, and other non-MPVs/AUVs VARIABLES:  Age, price , comfort, promotions , specifications, accessories, performance , resale value, versatility, availability, after sale service, credit facility http://www.jenniferlorraineyu@blogspot.com
  • 9. 3b. Toyota Innova is #1 in the market for young growing family and for new growing businesses Age/Pric e Matrix Low range Middle range High range Reference: Top Gear Magazine 20-35 yrs 35-55 yrs Age vs Price Matrix 55 yrs up ADVENTUR E CROSSWIN D INNOVA GRAND LIVINA ORLAND O http://www.jenniferlorraineyu@blogspot.com
  • 10. Toyota Innova position itself as the only MPV that offers variety to choose from standard to luxury… Functional Benefit vs Variant Matrix Functional Benefit Chevrolet Orlando Isuzu Crosswind Mitsubishi Adventure Engine Displacement 1.8 2.5 2.5 Nissan Grand Livina 1.8 Engine Fuel Type GAS DIESEL DIESEL GAS GAS/DIESE L Transmission Type AT MT/AT MT AT MT/AT Cruise Control YES NO NO YES NO Seating Capacity 7 7 5-9 7 8 Captain Chair NO NO NO NO YES Leatherette Upholstery NO NO NO YES YES Spacious Cabin YES YES YES YES YES Reference: Top Gear Magazine http://www.jenniferlorraineyu@blogspot.com Toyota Innova 2.0/2.5
  • 11. 4a. Innova positions strongly in a differentiation market opportunity    Innova has competitive advantage in Diesel MT models in terms of all functional benefits over Mitsubishi Adventure & Isuzu Crosswind. Isuzu Crosswind (MT-D), Nissan Grand Livina (ATGas) & Chevrolet Orlando (AT-Gas) are among the closest competitors. Toyota Innova has to add amenities and safety features in Gas AT models to be more competitive over Nissan Grand Livina and Chevrolet Orlando. http://www.jenniferlorraineyu@blogspot.com
  • 12. 4b. Toyota Innova’s marketing opportunity concentrates on the reliability  Toyota Innova is the only MPV that has variety to choose depending on…      comfort budget purpose Has the highest rating in over-all performance in its category Other AUVs try to differ from its interior and exterior appearance but the purpose are almost the same. http://www.jenniferlorraineyu@blogspot.com
  • 13. Brand Positioning of Toyota and Toyota Innova Toyota Innova: “ All you Desire. ” Source: http://toyota.com.ph/ http://www.jenniferlorraineyu@blogspot.com
  • 14. 4c. “Positioning” brand identity from the maker…..    “Everyone Loves the Innova ” Its no wonder why the Innova is the most love vehicle in the land. Made to be dynamic and stylish to keep up with your drive to live life with the ones you love. The new, redesigned Innova became an instant favorite “for its versatility that has attracted a wider area of the market.  “This is one of the reasons it has become the commercial vehicle of choice for Filipino families across the country. It has held the No. 1 position in the AUV segment since it was introduced to the Philippine market seven years ago. This is a true sign that Filipino customers have come to love the Innova because of its Sure Advantages over the competition. Michinobu Sugata, Toyota Motor Philippines president http://www.toyota.com.ph/vehicle-innova.php http://www.jenniferlorraineyu@blogspot.com
  • 15. 5a. Based from the survey, Toyota remains unbeatable with 41% market share  Chamber of Auto Manufacturers in the Philippines Inc. (Campi) and Truck Manufacturers Association (TMA) members, as well as other manufacturers, report that their sales to either of the two groups, sold a combined 41,702 units in the three-month period, beaching the 40,000-mark in the first quarter for the first time. Leading the performers for the first quarter of 2013:      Toyota Motors Philippines Corp. with a 41% market share Mitsubishi Motors Philippines with 24% Honda Cars Philippines followed with 9.51% Isuzu Philippines Corp. 6.56% Ford Philippines, 6.44% Sales of Asian utility vehicles (AUV) and light trucks lagged behind the rest of the industry, growing just 3.5 percent and 2.5 percent, respectively. http://business.inquirer.net/119303/vehicle-sales- http://www.jenniferlorraineyu@blogspot.com
  • 16. 5a. Estimated market size of vehicle Total market share of commercial vehicle from January to June 2013 = 102,571* (est. sales Php90B) 1. Pos 1 2 3 4 5 6 7 8 9 10 Model Toyota Vios Toyota Innova Mitsubishi Montero Sport Toyota Fortuner Mitsubishi Mirage Honda City Toyota Hiace Isuzu Crosswind Toyota Avanza Toyota Hilux 6m 2013 % Mkt May-June Pos 2012 8,895 7,331 Share 8.70% 7.10% 3,129 2,742 1 2 1 2 6,969 6.80% 2,584 3 3 6,364 4,084 3,931 3,514 3,431 3,385 3,330 6.20% 4.00% 3.80% 3.40% 3.30% 3.30% 3.20% 2,264 1,362 1,246 1,252 1,129 1,122 1,131 4 5 7 6 10 11 9 4 n/a 9 10 7 5 11 * first time the 100,000 sales-milestone is passed after just 6 months http://bestsellingcarsblog.com/2013/09/05/philippines-6-months-2013-now-with-top-140-modelsranking/ http://www.jenniferlorraineyu@blogspot.com
  • 17. 5a. Estimated market size of vehicle Best Selling car                                         Rank 2012 1 2 2011 2010 3       1 2 3       1 2 3 4 5         Toyota Vios Toyota Innova Mitsubishi Montero Sports   Total Industry Sales:   Toyota Vios Toyota Innova Mitsubishi Montero Sports   Total Industry Sales:   Toyota Vios Toyota Innova Mitsubishi Montero Sports Honda City Toyota Fortuner   Total Industry Sales: Make     Units Sold 14,979 11,805 11,798           182,955 14,979 11,805 11,798 164,825 15,391 12,608 12,247 8,914 7,548 168,490 http://bestsellingcarsblog.com/2013/01/16/philippines-full-year2012-toyota-leads-mitsubishi-at-world-best/ http://www.jenniferlorraineyu@blogspot.com
  • 18. 5b. Toyota claims 40% market share in the Philippines As of 1st quarter of 2013 http://motioncars.inquirer.net/9319/ph-on-course-to-breach-200000-unit-mark http://www.jenniferlorraineyu@blogspot.com
  • 19. 5b. Estimated market size of Toyota Innova       Toyota Motor Philippines Corp. continued to lead the market, accounting for a 40-percent share of total sales over a half year of 2013 (est. sales Php 36B= P90B x 40%) Total market share of commercial vehicle from January to June 2013 was 102,571 units registered (est. sales Php 90B=P6.5B/7.2%) Innova ranked no. 2 with the total units sold of 7,331 or 7.2% market share. Estimated sales in value is P 6.5B (lowest SRP P887k x 7331) Last year, Innova ranked no.2 with 11,805 units sold or 6.5% market share (est. ave SRP P887k x 11805 = P10.4B) 2012 total market size = P161B For Toyota Motor Philippines, the Innova’s market performance has been considered nothing short of phenomenal. As a testament to the demand for the Innova, every 16.7 minutes a newly assembled Innova rolls out the gates of Toyota Motor Philippines plant. http://business.inquirer.net/47911/toyota-innova-the-filipino-everyman%E2%80%99s-mpv http://www.jenniferlorraineyu@blogspot.com
  • 20. 5c. Consumer’s choice: Toyota http://www.topgear.com.ph/news/industry-news/philippine-car-sales-figures-for-june-2013 http://www.jenniferlorraineyu@blogspot.com
  • 21. 5c. Estimated market size of vehicle based on consumer data 2012…     Est. total nationwide capacity per annum is 200,000 Average capacity per day 550 Estimated total investment for 2012 = P120B Out of 95.8M population in 2012, 34.5B age range from 15 & up http://www.nscb.gov.ph/ncs/12thNCS/abstract/invited/IPS-Industry,%20Trade%20&%20Business %20Statistics_Mills.pdf http://www.indexmundi.com/philippines/demographics_profile.html http://www.jenniferlorraineyu@blogspot.com
  • 22. 5. Concluded that vehicle market size was Php 161B in 2012 Competitor data= P161B (182,955 units) 2.Company data = P161B (11,805 units x lowest SRP Innova P887k / 6.5%) 3.Customer Usage data = P120B (200,000 units) 1. http://www.jenniferlorraineyu@blogspot.com
  • 23. 6a.Toyota Innova, like other AUVs, has sophisticated design http://www.jenniferlorraineyu@blogspot.com
  • 24. 6a.Toyota Innova’s Direct and Indirect competitors DIRECT INDIRECT COMPETITORS COMPETITORS http://www.jenniferlorraineyu@blogspot.com
  • 25. 6a. Innova and other cars point of sales are in showroom, car fair, company website…… http://www.jenniferlorraineyu@blogspot.com
  • 26. 6b. What makes Innova different as a product?    Only Innova carried on the highly successful IMV [Innovative International Multi-purpose Vehicle] platform features the riding comfort of a passenger car coupled with the style, performance and security of a sport utility vehicle. uses engine range of VVT-i and D4D boast of integrated technologies http://www.jenniferlorraineyu@blogspot.com
  • 27. 6b. Innova is the only MPV that has variety of choices http://www.jenniferlorraineyu@blogspot.com
  • 28. 7. Vehicle prices vary from engine specifications DSL A/T model: Innova’s price is more flexible than Sportivo PRICE as of 9/1/2013 TOYOTA MITSUBISHI ISUZU CHEVROLET NISSAN INNOVA ADVENTURE CROSSWIND ORLANDO GRAND LIVINA DIESEL/AT SPORTIVO X AT 8 SEATER   2.5 V DSL AT WP              1,205,000              1,246,000          2.5 V DSL AT         1,231,000          2.5 G LMT DSL AT WP         1,228,000          2.5 G LMT DSL AT         1,213,000          2.5 G DSL AT WP         1,186,000          2.5 G DSL AT         1,171,000          2.5 E DSL AT         1,057,000          http://www.jenniferlorraineyu@blogspot.com
  • 29. DSL M/T model: Innova’s price range is > than Adventure & Crosswind PRICE as of 9/1/2013 SUPER SPORT DSL SE GLS SPORT 2.5 MT GLX SE 2.5 MT GX DSL TX 2.5 MT SPORTIVO X MT 8 SEATER SPORTIVO X JS MT 9 SEATER XT MT 10 SEATER XL MT 10 SEATER XS MT 6 SEATER 2.5 G LMT DSL MT WP 2.5 G LMT DSL MT 2.5 G DSL MT WP 2.5 G DSL MT 2.5 E DSL MT 2.5 J DSL MT MITSUBISHI ISUZU CHEVROLET NISSAN INNOVA DIESEL/MT TOYOTA ADVENTURE CROSSWIND ORLANDO GRAND LIVINA                               1,163,000          1,148,000          1,121,000          1,106,000              992,000              887,000                 963,000               913,000               853,000               718,000               675,000                                               1,140,000             1,140,000                883,000                794,000                750,000                                                                                  http://www.jenniferlorraineyu@blogspot.com
  • 30. GAS A/T model: Grand Livina < Innova < Chevrolet Orlando PRICE as of 9/1/2013 GAS/AT TOYOTA INNOVA MITSUBISHI ADVENTURE ISUZU CROSSWIND CHEVROLET ORLANDO NISSAN GRAND LIVINA                             1,238,888                             ELEGANCE 1.8L AT                       1,008,000  LUXURY 1.8L AT 2.0 V GAS AT WP 2.0 V GAS AT 2.0 G GAS AT WP 2.0 G GAS AT 2.0 E GAS AT           1,191,000          1,176,000          1,131,000          1,116,000          1,002,000                                                        928,000            1.8 LT http://www.jenniferlorraineyu@blogspot.com
  • 31. Innova has no competitor in GAS M/T model PRICE as of 9/1/2013 TOYOTA MITSUBISHI ISUZU CHEVROLET NISSAN INNOVA ADVENTURE CROSSWIND ORLANDO GRAND LIVINA GAS/MT           2.0 G GAS MT WP         1,066,000          2.0 G GAS MT         1,051,000          2.0 E GAS MT             937,000          2.0 J GAS MT             832,000          http://www.jenniferlorraineyu@blogspot.com
  • 32. PRICE ANALYSIS TABLE PRICE ANALYSIS   as of 9/1/2013     ADVENTURE INNOVA HI-END CROSSWIND LOW-END HI-END CHEVROLET ORLANDO LOW-END HI-END GRAND LIVINA LOW-END HI-END LOW-END DSL A/T      3.4% >   14% <          DSL M/T 20% >  31% >   2% >   18%  >          GAS A/T          4% <    18% >   8% >  GAS M/T                 http://www.jenniferlorraineyu@blogspot.com
  • 33. Concluded that Toyota Innova…      2.5 E DSL A/T model is 14% cheaper than Sportivo X  A/T DSL M/T is 2% - 18% higher than Crosswind and  20%-31% higher than Adventure Gas A/T is 4% lower than Chevrolet Orlando and 8%  - 18% higher than Grand Livina Has no competitor in  GAS M/T model Use Differentiated Pricing strategy model http://www.jenniferlorraineyu@blogspot.com
  • 34. 8a. Toyota Innova uses a variety of ads, discount promos, events & experiences, and word of mouth http://www.jenniferlorraineyu@blogspot.com
  • 35. 8a. Magazine features of Toyota Innova http://www.jenniferlorraineyu@blogspot.com
  • 36. 8a. Toyota Innova advertising its 25th year “A symbol of success and of moving forward together.” Reference: http://toyota.com.ph/ http://www.jenniferlorraineyu@blogspot.com
  • 37. 8a.Toyota’s “Pay Low” Promo http://www.jenniferlorraineyu@blogspot.com
  • 38. 8a. Events & Experiences of driving Toyota Innova http://business.inquirer.net/47911/toyota-innova-the-filipino-everyman%E2%80%99s-mpv http://www.jenniferlorraineyu@blogspot.com
  • 39. 8a. Public Relation: Toyota cited for Environment Excellence http://www.jenniferlorraineyu@blogspot.com
  • 40. 8a. Spreading the word of Toyota Innova http://www.jenniferlorraineyu@blogspot.com
  • 41. 8b.Mitsubishi Adventure for OFW and Public Utility Vehicle http://www.jenniferlorraineyu@blogspot.com
  • 42. 8b. Isuzu Crosswind empowering people the versatility ride and adopting the lifestyle of the people http://www.jenniferlorraineyu@blogspot.com
  • 43. 8b. Chevrolet Orlando emphasizes on the seat comfort and flexibility of cargo space Theater-style seating arrangements http://www.jenniferlorraineyu@blogspot.com
  • 44. 8b. Nissan Grand Livina focuses on the luxury and comfort http://www.jenniferlorraineyu@blogspot.com
  • 45. 9.Toyota has dealers nationwide  Dealers from different parts of Philippines  Metro Manila   Luzon     6 dealership stores Mindanao   10 dealership stores Visayas   16 dealership stores 3 dealership stores Order/inquire thru phone, email, or personal Can pick-up or deliver the vehicle Payment can be on cash, installment, or loan (thru banks or in-house) http://www.jenniferlorraineyu@blogspot.com
  • 46. 10. Toyota uses Supply and Distribution leverage and Differentiation strategies to win!        Toyota is no. 1 in supply and distribution leverage. Toyota has plant located in Sta. Rosa, Laguna. Dealers are conveniently located in different places that it is accessible for the customers. Toyota Innova has many variants to choose from standard to luxury. Toyota Innova is assembled in the Philippines. Parts are available, no problem in repair and maintenance. Prices are reasonable. Best value for money. http://www.jenniferlorraineyu@blogspot.com
  • 47. SUMMARY http://www.jenniferlorraineyu@blogspot.com
  • 48. Steps 1 to 5 Reliability builds Confidence 1. 2. 3. 4. 5. Toyota Innova PTM are “Building Confidence for Young Parents” For growing family and having new businesses. Can choose from Mitsubishi Adventure, Isuzu Crosswind, Chevrolet Orlando, and Nissan Grand Livina Gap is all other brands of the same category are known for typical family AUB that has the capacity for seating a number of people and spacious cabin. Half year of 2013, market size has reached to 102,571 registered vehicles in the Phils., Toyota Innova sold 7,331 units, ranked no. 2 and niched 7.1% market share http://bestsellingcarsblog.com/2013/09/05/philippines-6-months-2013-now-with-top-140-models-ranking/
  • 49. Steps 6 to 10 Best Value for Money 6. 7. 8. 9. 10. Toyota Innova is a MPV that has smart engine power in 4 versions J,E,G & V; can choose from standard feature to luxury; spacious cabin, luxurious interior Price varies from P 832k – P 1.246M depends on the model Uses ads such as media, newspaper and magazine, websites, promotions, events & experiences, and word of mouth Stores are conveniently located nationwide Uses differentiation approach, supply and distribution leverage approach to win
  • 50. 10 STEP Marketing Plan for TOYOTA INNOVA Jennifer Lorraine Yu Benelyn Tan Lynie Tumabini October 2013 http://www.jenniferlorraineyu@blogspot.com

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