The presentation deals with how Toyota had risen to glory with its marketing and product mix strategy.

1. TOYOTA
STORY

2. T
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A
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N
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3. Toyota’s History
• From one man’s inspiration to one of the biggest
and best respected businesses on planet, It’s 75
years since the founding of Toyota as a car maker.
• Kiichiro Toyoda’s with the money raised from selling
patents to his automatic loom was invested in
production of first Toyota Car, the AA Saloon, in

4. • Worldwide production of Toyota vehicles (including sub-brands such
as Lexus and Daihatsu) was 6.9 million in 2011.
• It has 50 overseas manufacturing companies, in 27 countries and
regions worldwide.
• Toyota vehicles are sold in more than 160 countries and regions.
• In the 2012 financial year Toyota Motor Corporation’s net income
was 283.5 billion yen – approximately £2.24 billion.
75 years on from AA

7. Are you
kidding me?

8. Quality
Durability
Reliability
T
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s
P
h
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s
o
p
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Respect
Teamwork
ChallengeKaizen
Genchen
Genbutsu

9. Toyota has a diverse set of products. This element of the
marketing mix identifies organizational outputs for the target
customers. The following are the product lines in Toyota’s product
mix:
• Toyota automobiles
• Lexus automobiles
• Welcab series
• Marine products
• Spare parts and accessories
• Engines
Toyota’s Product Mix

10. Toyota’s promotion strategy covers all the tactics of
marketing communications. This element of the marketing
mix pertains to how the firm communicates with the target
market. Toyota uses the following promotion activities,
arranged according to significance:
• Personal selling
• Advertising
• Public relations
• Sales promotion
• Direct selling
Toyota’s Promotion (Promotional Mix)

11. Toyota’s prices vary widely, depending on the product line and
the product type or model. This element of the marketing mix
identifies how the firm sets the prices of its products. Toyota uses
a combination of the following pricing strategies:
• Market-oriented pricing
• Value-based pricing
Toyota’s Prices and Pricing Strategy

13. The marketing strategy, market segmentation, market targeting,
and market positioning of Toyota cars is based on the ‘care’ of its
users and it can be clearly seen in its variety of offers and
product attributes.
Currently Toyota is focusing on two segmentations:
• Demographic Segmentation
• Psychographic Segmentation
Market Segmentation

14. Toyota has adopted three basic rudiments to develop an
effective and efficient market planning and those three
elements are:
• Green
• Safety
• And low operating cost
Market planning

15. How much
more!

16. Toyota’s Marketing Mantra
• United States – Let’s go places!
• Japan – Fun to drive, again
• Indonesia – Let’s go beyond
• Malaysia – All about that drive
• Singapore – Always better
• Philippines – Moving forward
• Thailand – Mobility of happiness
• Bangladesh – The amazing
• India – Quality revolution

17. That’s how Toyota
does it!

18. Summary

20. Disclaimer
Created by Vaibhav Parakh, Amity University, Noida
during winter marketing internship, by Prof. Sameer
Mathur, IIM Lucknow