V47 10 step by step marketing plan rainier a. abing vhs revised


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V47 10 step by step marketing plan rainier a. abing vhs revised

  1. 1. 10 STEPS Marketing Plan for Toyota – Shaw Boulevard Mandaluyong Rainier A. Abing February 2010
  2. 2. 10 STEPS Marketing Plan for Toyota – Shaw Boulevard Mandaluyong Rainier A. Abing February 2010
  3. 3. 5 Steps for Part 1 (PTM and positioning) <ul><li>Target Market – Class A,B, (C if possible) </li></ul><ul><li>Customers need to purchase quality cars may not be too expensive </li></ul><ul><li>Cats Asian Cars Inc. - Mazda Greenhills (competitor) </li></ul><ul><li>The opportunity is in their operations </li></ul><ul><li>Customers within Mandaluyong City </li></ul>
  4. 4. 5 Steps for Part 1 (PTM and Positioning) <ul><li>Toyota Shaw PTM are the local communities it serves, and its stakeholders. </li></ul><ul><li>Who want to feel taken good care, satisfied, and feel secured </li></ul><ul><li>Can purchase at Mazda Greenhills </li></ul><ul><li>Gap is Mazda Greenhills focus on being “Best Brand and Retail Facility&quot; </li></ul><ul><li>The market size in Mandaluyong is about Php 4.9 Billion. Toyota Shaw niche is P2.5 Billion. </li></ul>
  5. 5. 5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>1. Product </li></ul><ul><li>2. Price </li></ul><ul><li>3. Promo </li></ul><ul><li>4. Place (Mandaluyong) </li></ul><ul><li>5. Building a very good customer relationship </li></ul>
  6. 6. 5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>1.Toyota Greats Up Greats 3 </li></ul><ul><li>2. “The Toyota Way”- Brand </li></ul><ul><li>3. Uses TV, print and online ads </li></ul><ul><li>4. Distributed in Mandaluyong </li></ul><ul><li>5. Boasts on operational excellence </li></ul>
  7. 7. Positioning to the Primary Target Market Part 1: Steps 1 to 5
  8. 8. 1.My primary target market (PTM) is.. <ul><li>Demographics (Age range, sex, social class, marital status) </li></ul><ul><li>Lifestyle (what they do) </li></ul><ul><li>Behavior (when driving, performance, how frequent) </li></ul>
  9. 9. 1.Toyota Shaw primary target market (PTM) are the local communities and stakeholders <ul><li>Demographics (21-65, M/F, social class AB, single or married) </li></ul><ul><li>Lifestyle (Those with stable work, businessmen, driving as a hobby) </li></ul><ul><li>Behavior (drives daily, need for speed, being cool, comfortable) </li></ul>
  10. 10. 2. My PTM’s NWE <ul><li>Maslow’s Theory – Toyota Shaw </li></ul><ul><li>The company profile - brand </li></ul><ul><li>Operational excellence </li></ul>
  11. 11. <ul><li>Luxury and status symbol </li></ul>
  12. 12. 2. My PTM’s NWE <ul><li>Young adults and adults needs </li></ul><ul><li>- To be confident and assured of the brand’s quality product and service </li></ul><ul><li>Young adults and adults needs choose Toyota over Mazda because of …. </li></ul><ul><li>- almost zero defects on their products and service </li></ul><ul><li>- availability of spare parts </li></ul>
  13. 13. 3a. Direct and indirect products that address my PTM’s NWE <ul><li>List of Competitors products/brands </li></ul><ul><li>Determine the variables that affect choice of product/brands </li></ul>
  14. 14. 3a. Toyota Shaw has many formidable competitors within Mandaluyong <ul><li>Direct: Mazda , Honda, Nissan, Isuzu </li></ul><ul><li>Indirect: Motorcycles, Jeep, trucks </li></ul><ul><li>Variables: Age, Price, use, convenience of use, availability, occasion of use, purpose, brand </li></ul>
  15. 15. 3b. Competitive Position Map <ul><li>Determine the 2 most critical variables </li></ul><ul><li>Make a position map plotting against Mazda Greenhills </li></ul>
  16. 16. 2 Examples of Position Map <ul><li>Price vs. Status (income) </li></ul><ul><li>Brand vs. Positioning </li></ul><ul><li>Ensure size of bubbles= represent relative market shares of the brands </li></ul>
  17. 17. Toyota Shaw is #1 in niche: high and medium price for Classes A & B in Mandaluyong City Price vs. Status Matrix T M T M T PGA H N N H Price/ Age Matrix Class A Class B Class C Class D High price Medium Price
  18. 18. Toyota Shaw unique positioning is shown in this competitive map Toyota Parts availability and production lead time: Business Description - Unit Assembly & Sales Km 15 S Superhighway Paranaque CPO, Manila1700, Philippines Positioning vs. Brand Matrix
  19. 19. 4. Identify the gap between customers and competition <ul><li>Where is the marketing opportunity? </li></ul><ul><li>What are areas of improvement? </li></ul><ul><li>How can we target lower class? </li></ul>
  20. 20. 4. Toyota Shaw positions strongly in a niche market opportunity in Mandaluyong <ul><li>Toyota Shaw offers: </li></ul><ul><li>Marketing (Toyota Greats Up Greats 3) </li></ul><ul><li>Flexible payment terms (Pay low, pay light, pay cash) </li></ul><ul><li>New Product (Sedan - Toyota Yaris) for those who are groovy </li></ul><ul><li>Others focus on brand, quality, and facilties </li></ul>
  21. 21. 5a. Estimate the market size using competitor data <ul><li>1. Philippines 10000 Corporation (SEC) </li></ul><ul><li>2. vs. known automobile industries </li></ul><ul><li>3. Operations </li></ul><ul><li>5. Licensing </li></ul><ul><li>6. Legal interview </li></ul><ul><li>7. Financial statements </li></ul>
  22. 22. 5a. Toyota Sets Record Breaking Sales in 2009 SOURCE: http://www.toyotashaw.com/news/?newsID=14 “ This gives them a total of 46,193 units sold for the year, capturing 34.9% of the market.” expressed Yuji Goto, Executive Vice President.
  23. 23. 5b. Estimate the market size using company data <ul><li>Claimed market share in Mandaluyong (Automobile Category) </li></ul><ul><li>Guesstimate on market share (Mandaluyong) </li></ul><ul><ul><li>Fair share of market </li></ul></ul><ul><ul><li>Distribution extent (Other cities) </li></ul></ul><ul><li>Historical sales (Shaw Mandaluyong) </li></ul>
  24. 24. 5b. Based on Mandaluyong License Department (2009), Toyota Shaw about 51%, total gross revenue under automobile category size is Php 4.9 billion <ul><li>Toyota Shaw financial gross data: Php 2.5 billion </li></ul><ul><li>Toyota Shaw claims market share of 51% in Mandaluyong Area </li></ul><ul><li>Then total automobile market size in Mandaluyong is P4.9 billionx0.51 = Php 2.5 billion </li></ul>
  25. 25. 5c. Consumer data (In Mandaluyong) indicates a gross revenue of Php 4.9 Billion <ul><li>Automobile Purchase (Mandaluyong – Year 2009) : </li></ul>
  26. 26. 5. Concluded that automobile market in Mandaluyong is Php 4.9 billion (2009) <ul><li>Mazda Greenhills (Competitor) data = P0.3 B </li></ul><ul><li>Toyota Shaw (Company) data = P 2.5 B </li></ul><ul><li>Other car dealers = P 2.1 B </li></ul>Use instinct and best business judgment to finalize market size
  27. 27. The Marketing Mix Strategy Part 2: Steps 6 to 10
  28. 28. 6a. Photo of product category
  29. 29. 6a. Photo of product category CX-7 Mazda 3 Mazda 6
  30. 30. 6a. Photo of product category MX-5 CX-9 BT-50 Tribute
  31. 31. 6a. Automobile category is dominated by major brands PGA
  32. 32. 6b. Product Description <ul><li>Toyota Passenger Cars Comfort and responsiveness for you and your family </li></ul><ul><li>Toyota Passenger Cars include compacts such as Yaris, through to medium and premium size cars such as Corolla and Camry. They are ideal for modern families, combining spacious interiors with class-leading engine technology, and optimum value-for money. And all Toyota Passenger Cars offer comprehensive safety systems to protect those on board. </li></ul>
  33. 33. 7. Price (Toyota Shaw) Model Variant Price AVANZA 1.3 J M/T Php592,000.00 AVANZA 1.5 G A/T Php813,000.00 AVANZA 1.5 G M/T Php778,000.00 CAMRY 2.4 G A/T Php1,431,000.00 CAMRY 2.4 G A/T (White Pearl) Php1,446,000.00 CAMRY 2.4 V A/T Php1,646,000.00 CAMRY 2.4 V A/T (White Pearl) Php1,661,000.00 CAMRY 3.5 Q V6 A/T Php1,990,000.00 CAMRY 3.5 Q V6 A/T (White Pearl) Php2,005,000.00 COROLLA ALTIS 1.6 E M/T Php774,000.00 COROLLA ALTIS 1.6 G A/T Php854,000.00 COROLLA ALTIS 1.6 G M/T Php818,000.00 COROLLA ALTIS 1.6 V A/T Php910,000.00 COROLLA ALTIS 1.8 V A/T Php1,035,000.00 FORTUNER 4x2 G 2.5 Dsl A/T Php1,418,000.00 FORTUNER 4x2 G 2.7 Gas A/T Php1,353,000.00 FORTUNER 4x4 V 3.0 Dsl A/T Php1,668,000.00 HILUX 4x2 E 2.5 Dsl M/T Php993,000.00 HILUX 4x2 G 2.7 Gas A/T Php1,087,000.00 HILUX 4x2 J 2.5 Dsl M/T Php790,000.00 HILUX 4x4 G 3.0 Dsl A/T Php1,415,000.00 HILUX 4x4 G 3.0 Dsl M/T Php1,359,000.00 Land Cruiser '07 LC200 4.5 Dsl A/T (leather) Php4,065,000.00 Land Cruiser Prado 3.0 A/T Php2,883,000.00 Land Cruiser Prado 3.0 M/T Php2,783,000.00 RAV4 2.4 Gas A/T Php1,425,000.00 RAV4 4x2 2.4 Gas A/T (White Pearl) Php1,440,000.00 RAV4 4x4 2.4 Gas A/T Php1,785,000.00 RAV4 4x4 2.4 Gas A/T (White Pearl) Php1,800,000.00 VIOS 1.3 E M/T Php649,000.00 VIOS 1.3 J M/T Php575,000.00 VIOS 1.5 G A/T Php765,000.00 VIOS 1.5 G A/T (w/ Leather) Php811,000.00 VIOS 1.5 G M/T Php730,000.00 Yaris 1.5 Automatic Php748,000.00 Yaris 1.5 Manual Php713,000.00
  34. 34. 7. Price (Mazda Greenhills)
  35. 35. 8a. Promo <ul><ul><li>Advertising (Print, radio, TV, online) </li></ul></ul><ul><ul><li>Sales Promotions </li></ul></ul><ul><ul><li>Public Relations (Within Mandaluyong but customers outside are very much welcome) </li></ul></ul><ul><ul><li>Direct Marketing </li></ul></ul><ul><ul><li>Personal Selling (Commission) </li></ul></ul>
  36. 36. 8a. Toyota Great UP Greats 3 Source: http://www.toyotashaw.com/news/?newsID=16
  37. 37. 8a. Toyota Savings Spree Source: http://www.toyotashaw.com/news/?newsID=10
  38. 38. 8b. Mazda Greenhills (Competitor) <ul><li>NEWS AND PROMOS Special Edition Red Mazda 3 - Christmas Promo!!! Dec. 18, 2009 </li></ul><ul><li>Enjoy the Latest Mazda 3 1.6L Special Edition package!!! This offer includes the following accessories: Lip-type spoiler, Back-up sensors, Tail pipe finisher and HID headlights. </li></ul><ul><li>This is offer is only applicable for the Red colored Mazda 3 1.6L S and V.  </li></ul><ul><li>Valid until December 31, 2009 only. </li></ul><ul><li>What are you waiting for? Rush now to Mazda Greenhills to check out this Special Christmas Promo. For more inquiries you may call 722-1102 or email mazda.sales@cats.com.ph </li></ul>Source:http://www.mazdagreenhills.com/news.php?id=14
  39. 39. 8b. Mazda Greenhills (Competitor) <ul><li>NEWS AND PROMOS </li></ul><ul><li>Valentine's weekend event Feb. 01, 2010 Visit us at Mazda Greenhills and enjoy a special Valentines treat on February 12-14. Special deals await those customers who would testdrive and reserve during that period. For more inquiries you may call us at 722-1102 or email mazda [email_address] </li></ul><ul><li>Return to main news page » </li></ul>Source:http://www.mazdagreenhills.com/news.php?id=15
  40. 40. 8b. Mazda Greenhills (Competitor) <ul><li>NEWS AND PROMOS 99k down payment ALL-In for Mazda 3 Sep. 12, 2009   </li></ul><ul><li>Drive home a Brand new Mazda 3 for as low as 99k down ALL-In Promo and monthly of only 16,999 (for 60months). </li></ul><ul><li>Promo includes free One year comprehensive Insurance, Chattel fee and LTO registration. </li></ul><ul><li>Promo is valid til September 30, 2009 only. </li></ul><ul><li>VIsit us at Mazda Greenhills or call us at 722-1102 and you may also email us at mazda [email_address] for more inquiries. </li></ul><ul><li>  </li></ul>Source:http://www.mazdagreenhills.com/news.php?id=10
  41. 41. 8b. My promo stands out because… Our operational excellence as strategic weapon that creates a lot of choices that can possibly cater even lower class by offering them quality cars at more affordable rates.
  42. 42. 9. Place <ul><li>Where is your product available? </li></ul><ul><ul><li>Dealers, retailers, distributors (Site visit) </li></ul></ul><ul><ul><li>Nationwide (not just only in Mandaluyong) </li></ul></ul><ul><ul><li>Method of delivery (some products can be delivered to your home, ordered via internet, phone orders, etc.) </li></ul></ul>
  43. 43. 9. Toyota has different dealers/showrooms nationwide <ul><ul><li>Site visit on showrooms and test drive </li></ul></ul><ul><ul><li>Nationwide </li></ul></ul><ul><ul><li>Pick-up by customers </li></ul></ul><ul><ul><li>Cash and credit transaction </li></ul></ul>
  44. 44. 10. What is the generic winning strategy? <ul><li>Continue and create better marketing plans(sales and promotion) and provide information to the public(Get their interest) to read and listen about the following: </li></ul><ul><li>Operational Excellence </li></ul><ul><li>Company Profile – Quality brand </li></ul><ul><li>The Toyota Way </li></ul>
  45. 45. <ul><li>a philosophy of leadership, teamwork and problem solving </li></ul><ul><li>results in continuous improvement by focusing on: </li></ul><ul><li>- needs of the customer </li></ul><ul><li>- empowering employees </li></ul><ul><li>- optimizing existing activities in the process </li></ul>10. Operational Excellence at Toyota Shaw
  46. 46. 10. Toyota Shaw Company Profile <ul><li>Toyota is a multinational corporation headquartered in Japan, and is the worlds largest automaker </li></ul><ul><li>Toyota employs approximately 316,000 people worldwide </li></ul><ul><li>Brand-leverage advantage – In 2008, Toyota brand was valued at $34.1 billion and was hailed as the highest ranking automotive brand name. </li></ul><ul><li>Toyota also owns and operates Lexus and Scion brands and has a majority shareholding stake in Daihatsu and Hino Motors, and minority shareholdings in Fuji Heavy Industries, Isuzu Motors, and Yamaha Motors. It has 522 subsidiaries </li></ul>
  47. 47. 10 . The Toyota Way
  48. 48. Summary – Toyota Shaw <ul><li>Continuous marketing strategy (i.e. Toyota Great Up Greats 3) </li></ul><ul><li>Find ways how to get people’s attention to read and listen to presentation materials of Toyota’s operational excellence, company profile, and the Toyota way </li></ul><ul><li>Try to at get C market by providing quality cars having Toyota as a brand they can trust </li></ul><ul><li>Toyota Shaw to compete with other Toyota outlets </li></ul>
  49. 49. 10 STEPS Marketing Plan for Toyota – Shaw Boulevard Mandaluyong Rainier A. Abing February 2010