introduction of Toyota, Toyota segmentation, Marketing segmentation, Demographic segmentation, Geographical segment powerpoint presentation

2. TOYOTA
Marketing segmentation
assignment 02
M.Niroshan – 2017/BS/87
W.M.I.P.Bandara – 2017/BS/106

3. INTRODUCTION
Toyota Motor Corporation :
 Toyota is a Japanese automotive manufacturer headquartered in Toyota,
Aichi, Japan. In March 2014 the multinational corporation consisted of 338,875
employees world wide and, as of November 2014, is the twelfth-largest
company in the world by revenue.
 Toyota was the largest automobile manufacturer in 2012 (by production)
ahead of the Volkswagen Group and General Motors. In July of that year, the
company reported the production of its 200-millionth vehicle. Toyota is the
world's first automobile manufacturer to produce more than 10 million vehicles
per year. It did so in 2012

4. Segmentation
 It has segmented all the countries across the globe as its markets
 All of Toyotas vehicles speak to a different consumer segmentation
 Based on income, gender, life cycle stages, needs, desire etc.
 Vehicles are designed so as to attract on the basis of life style choices and
specific attitudes
 Toyota uses a psychographic and behavioral approach to segmenting the
markets targeting
 Targets on conscious customers who place an importance on the environment
 Targets individuals that wants to save as the gas pumps
 Targets individuals that care about safety, Quality, family etc.

5. Positioning
Toyota works strategically to establish a firm position on the mind of their
consumer. Their main motto is “moving forward” and “Pursuit of
perfection”. With these mottos on their mind Toyota tries to develop their
product up the quality of the consumer’s choice.
Toyota positions its fuel efficient hybrid car- Prius as high tech solution to
the energy shortage. “How far will you go to save the planet?” it asks to the
consumers to make a great position on their mind and to think about the
environment as Toyota believes their product is eco-friendly.

7. Geographical Segmentation
 Toyota operates many geographical areas, but pay attention to geographical needs
& wants. They segment their market on the basis of world region , density of
population & Climate. On the world region they segments their market for Japan,
North America, Europe, Asia, others.
 Toyota would use plants in Thailand, Indonesia, Argentina and South Africa. These
four main IMV production and export. bases supply Asia, Europe, Africa, Oceania,
Latin America and the MiddlenEast with three IMV vehicles.
 And Also the dry & hot, cold climate has effects on their production. So they
segments their cars for cold & snow-covered area & also for dry & hot area as well.
For example, SUV cars are specially customized for running on snow covered area
or on a desert.

8. Geographic Segmentation
World Region or
Countries
Japan, North America, Europe, Asia, others
Density Urban, Suburban
Climate Dry & Hot, Cold

9. Demographic Segmentation
 Demographic factors are the most popular basis of the segmentation for
the Toyota. Toyota segments their products on the basis of age, income,
familysize, occupation and generations
 Age: Toyota produce their car from the age range 18-50+. People among these ages have different
choices over the models of Toyota. For example people of age 18-30 purchase Toyota Supra.
 Family Size: Toyota also produces cars on the basis of family size. For example Noah & Voxy for 6+
members. Corolla.
 Income- For the people who has the income under 25000$ per year, Toyota offers D class cars like Allion,
Corolla, Matrix, amry, Prius. For 25000-35000$ per year- Avalon, RAV4, Venza. For 35000$+,
 Occupation- Toyota has some business class cars like MarkII & Crown for businessmen. Normal Sedan
cars like Yaris, corolla for employers. Some pickup trucks like Tacoma & Thundra for farmers.
 Generation- Toyota is basically producing their cars for the third generation. They also producing some
Hybrid cars for the next generations like- Prius, Camry hybrid.

10. Demographic
Age 18-50+
Family Size Single, 2members, 2-4 members, 4+ members
Income(per year) Under 25000$, 25000-35000$, 35000$+
Occupation Businessman, Employer, farmers, Official,
transporter
Generation Third generation, Next Generation

11. Psychographic Segmentation
People in the same demographic group can have very different psychographic make ups.
That’s why Toyota also segments their market on the basis of psychographic factors like Social
class and Lifestyle.
 Social class: People of different classes has different choices. That’s why Toyota segments
their market on the basis of three social classes: Higher class, Upper Middle class and middle
class.
 Life Style: Toyota offers highlander and FJ Cruiser to the adventurous people and cars like
Avalon and Sequoia
Psychographic
Social Class Higher, Upper Middle, Middle,
Lifestyle Adventurers, Luxurious, Formal,

12. Behavioral-
Depending on the behavior of the customers, Toyota segments their market on the basis of
Benefits and loyalty status.
 Benefits: Different consumer’s wants different sort of benefits from their products. That’s
why Toyota offers three kinds of benefits to their consumers. They are durability, power and
fuel efficient.
 Loyalty status: Consumers, who are highly loyal to the products of Toyota has a special
place in Toyota’s segmentation. For example people of Asia are highly loyal to the products
of Toyota. So this segmentation is highly profitable for Toyota..
Behavioral
Benefits Durability, Power, Fuel efficiency
Loyalty Status None, Medium, Strong, Absolute

13. Conclusion:
The Toyota is leading company in the Japan and well
reputed in the world automobile industry. The
company mission is to build trust and confidence with
customer by delivering outstanding quality products
and service.
The Toyota is targeting all segment of the market in
world and producing differentiation and cost
leadership products to get more market share of the
automobile industry

14. THANK YOU