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The Rollout
The Issue                         Economic crisis, drop in consumer purchasing power  caused the price of vehicles far f...
Status Quo Analysis             Product   No car had previously been as successful as Kijang    (medium 4x2 vehicle) in...
Status Quo Analysis             Company   Toyota has been known as in the market through    various car models.   The ...
Status Quo Analysis             Market   In 2002 Toyota gained the most shares by 26.5%         Daihatsu, 6    Honda, 4...
Status Quo Analysis             Market   The impact of economic crisis leading to a higher price    of an average car. ...
Status Quo Analysis             Place   Toyota had networks of 5 main dealers operating 142    sales outlet and 101 aft...
The Challenge                  The growth of the low 4x2 market had attracted the car  makers to develop new products an...
segmentation                              targeting                   positioning    Indonesia    Young students :     ...
Product                           o To address the three segments we need different  versions of the new Toyota Avanzao F...
Price                       Standard Version  Rp.100 million Eco Version  Rp. 120 million Sport Version   Rp. 150 mill...
Place                      Use Five Main Dealers Auto 2000 PT New Ratna Motor NV Hadji Kalla Trd Co PT Hasjrat Abadi PT ...
Promotion                   Advertising (TV, Magazine and Radio)   Young Students : Sport Events and Social Media    Ad...
Thank You !!!    
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toyota avanza the rollout

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Transcript of "toyota avanza the rollout"

  1. 1. The Rollout
  2. 2. The Issue  Economic crisis, drop in consumer purchasing power caused the price of vehicles far from affordable for the population. The demand for low 4x2 segment, grow significantly between 2004-2005. Toyota brand name had been known for its quality and durability.
  3. 3. Status Quo Analysis  Product  No car had previously been as successful as Kijang (medium 4x2 vehicle) in Indonesia market before.  Toyota does not have the low 4x2 vehicle.
  4. 4. Status Quo Analysis  Company  Toyota has been known as in the market through various car models.  The merger of three company was improve efficiency, quality and effectively face current competition.
  5. 5. Status Quo Analysis  Market  In 2002 Toyota gained the most shares by 26.5% Daihatsu, 6 Honda, 4 .4 Isuzu, 8.3 Toyota, 26. 5 Suzuki, 20 Mitsubishi, 23.7
  6. 6. Status Quo Analysis  Market  The impact of economic crisis leading to a higher price of an average car.  Fierce of competition in low 4x2 market with dominating old players like Suzuki.  In the year 2000 Toyota sold 90,148 units, increase of market share from 28.8% to 30.2%
  7. 7. Status Quo Analysis  Place  Toyota had networks of 5 main dealers operating 142 sales outlet and 101 after sales outlets.  Supported by 126 highly and modern equipped register repair stations which diverse throughout Indonesia.
  8. 8. The Challenge  The growth of the low 4x2 market had attracted the car makers to develop new products and win the market. A challenging opportunity for TAM and Toyota.
  9. 9. segmentation targeting positioning Indonesia Young students :  From wealthier family   Jakarta : 35% user. Out side jakarta : 65% (51,5% in Java)    Low = range 1000-1600cc Size and roominess Low cost maintenance  Depend on their parents  Median of 23 years old  Sumatera (7,4%)  Fuel economy best among all Main concerns and needs : competitors  Styling  Kalimantan (1,7%)  Engine : most efficient  Road performance  Sulawesi (2,5%)  Advance and modern style Young professionals:  The biggest market is in  Fun to drive and ride  Just started career  Small business Jakarta, followed by West  Multipurpose car  Median of 30 years old Java (29,4%) and East Java  Young family  Minivan body concept Main concerns and needs : (14,2%)  Economic  Styling  Java is the center of the low  Road performance 4x2 segment Older people :  Worked as staff/manager  Small business  Median 43 years old  Low education  family Main concerns and needs :  Capacity  Economic
  10. 10. Product o To address the three segments we need different versions of the new Toyota Avanzao First segment is young students : o Sport version to address the styling and road performance needso Second segment is young professionals : o Segment can choose from the standard version, sport version, or eco version depending on their attitudeo Third segment is older people : o Eco version to address the economic concern
  11. 11. Price  Standard Version Rp.100 million Eco Version Rp. 120 million Sport Version Rp. 150 million
  12. 12. Place  Use Five Main Dealers Auto 2000 PT New Ratna Motor NV Hadji Kalla Trd Co PT Hasjrat Abadi PT Agung Automall
  13. 13. Promotion  Advertising (TV, Magazine and Radio)  Young Students : Sport Events and Social Media Advertising, Road Show, Students Discount  Young Professionals : Promote Avanza as a car for business use, show car at a shopping malls, cheap credits  Older People : Family Events, Showroom and Promote Avanza Eco Version with gas voucher
  14. 14. Thank You !!! 
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