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An Overview of Toyota as a Brand being Toyota Employees

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  • Hi Pratik!!!
    I'm preparing presentation on TOYOTA, could you pleeeaaasseee send me a copy of your toyota will help me a lot...
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  1. 1. Executive Communication<br />IIPM Tower, 893/4 Bhandarkar Road, Deccan Gymkhana, <br />Pune - 411004<br /><br /> Date : December 21st2009<br />1<br />
  2. 2. The Land of the Rising Sun!<br />2<br />
  3. 3. JAPAN<br />3<br />
  4. 4. 4<br />
  5. 5. Introduction<br /><ul><li>Rajwin, CEO, Toyota Global
  6. 6. Cheryl, Communications & PR Head, Toyota Global
  7. 7. Sagar, Marketing Guru, Toyota Global
  8. 8. Aditya, IT Head, Toyota Global
  9. 9. Pratik, COO, Toyota Global</li></ul>5<br />
  10. 10. The Toyota Way<br />6<br />
  11. 11. Vision & Mission<br />Hiroshi Okuda, Chairman<br />7<br />
  12. 12. Mission StatementToyota seeks to create a more prosperoussociety through automotive manufacturing.<br />8<br />
  13. 13. Vision Statement :Toyota aims to achieve long-term, stablegrowth in harmony with the environment,the global economy, the local communitiesit serves, and its stakeholders.<br />9<br />
  14. 14. The Golden Period<br /><ul><li>Kiichiro Toyoda founded Toyota in 1933
  15. 15. Its first vehicles were the A1 passenger car and the G1 in 1935
  16. 16. Toyota was established as an independent company in 1937.</li></ul>10<br />
  17. 17. A1 Prototype -- 1935<br />11<br />
  18. 18. G1 Prototype -- 1935<br />12<br />
  19. 19. Origin of the Name<br /><ul><li> Earlier it was Toyoda --- トヨダ
  20. 20. In September 1936, the company ran a public competition to design a new name.
  21. 21. The newly formed word registered, Toyota --- トヨタ</li></ul>13<br />
  22. 22. Origin of Logo <br />14<br /><ul><li> Three ovals
  23. 23. Two perpendicular ovals represent a relationship of mutual trust between customer and the company .
  24. 24. The bigger oval implies global expansion of Toyota’s technology and unlimited potential for future. </li></li></ul><li>Toyota….in a nutshell<br /><ul><li> Toyota also owns and operates Lexus and Scion brands and 655 other subsidiaries
  25. 25. Toyota is headquartered in Toyota City, Aichi and in Tokyo
  26. 26. Toyota's small-sized vehicles were sold under the name “Toyopet”</li></ul>15<br />
  27. 27. 4P’s Strategy at Toyota<br />16<br />Product is anything that can be offered to the market to satisfy a want or needincluding…<br /><ul><li>Physical goods ,
  28. 28. Services ,
  29. 29. Experiences,
  30. 30. Events,
  31. 31. Person,
  32. 32. Organization,
  33. 33. Information and ideas. </li></li></ul><li>Product Mix<br />17<br /><ul><li>SUV/MUV</li></ul>TOYOTA INNOVA<br />FORTUNER<br />PRADO <br />LAND CRUISER<br /><ul><li>SEDAN</li></ul>COROLLA ALTIS<br />COROLLA ALTIS SPORT<br />CAMRY<br />
  34. 34. Pricing Strategy<br />18<br /><ul><li>Optional-Feature Pricing : e.g. an Innova customer can order mud flaps, side steppers or other accessories.
  35. 35. Promotional Pricing : </li></ul>1) Low Interest financing : This technique is for short period and is mainly used in festive seasons.<br />2) Longer Payment Terms : The company stretches loans over longer periods and thus lowers the monthly payments.<br />
  36. 36. Demographic segmentation<br />19<br />Family size:<br />Large family size as in India would Increase opportunities for groth in sales of Innova or Fortuner .<br />Income:<br />People falling in category of upper middle high income group and who have ability and willingness to buy ,would go in for Toyota cars like land cruiser,prado,camry,etc.<br />
  37. 37. Psychographic segmentation<br />20<br />Personality:<br />People who are in sporty attitude having unique style statement would settle for Toyota Altissport model or Fortunerwhich would exhilarate their senses.<br />Social class:<br />People who belong to upper middle class and higher social strata would opt for<br /> SUVs /MUV’s or sedan like camry etc.<br />
  38. 38. 21<br />Behavioral segmentation<br />Benefits:<br />On purchase of a car , customer would also look for various benefits adjoined with the main product like Bluetooth connectivtiy.HID headlamps, cruise control etc.<br />Attitude :<br />Person desiring an executive look ,would surely settle for corolla or Camry ,whereas people desiring for sturdy yet sporty look would rather go for Fortuneras it redefines the way you move with art of power.<br />Occasions:<br />Festive seasons like DIWALI,NEW YEAR because of low interest financing and discount people go in for purchase of cars. so more growth.<br />
  39. 39. 22<br />
  40. 40. Promotion<br />23<br /><ul><li>TOYOTA uses many different techniques of advertising as most of Print advertisement of TOYOTA COROLLA are individually targeted at factors like comfort, performance, styling, power, leg room and driving pleasure.
  41. 41. The commercials mainly target at Indian youth and young executives.</li></li></ul><li>24<br />INNOVA "All you desire"<br />Very few actors in Bollywood possess the international standards of expertise that Aamir Khan does. <br />Aamir managed to carve out a niche for himself among the superstars as well as changed his persona in tune with the character he was playing incase of “Toyota Innova”.<br />It is precisely this characteristic of this talented actorthat is sought to be celebrated in the Toyota Innova advertisement. <br />
  42. 42. 25<br /> Personal Selling<br /><ul><li> Personal selling involves two-way, personal communication between sales people and other customers.
  43. 43. Personal selling largely takes place at the dealer’s end. The way the customer is attended depends mainly on the dealer as he acts as an interface between the company and the customer.</li></li></ul><li>Direct Marketing<br />26<br /><ul><li> Direct marketing is the use of consumer-direct channels to reach and deliver goods and services to customers without using The marketing middlemen.
  44. 44. Company officials directly contact the prospective buyers with the information available through various sources</li></li></ul><li>27<br />Pioneer Toyota website<br />
  45. 45. Sales Promotion<br />28<br /><ul><li>Toyota Company uses major sources of sales promotion such as Trade fairs, like auto expo, motor shows.
  46. 46. In these fairs, the company showcase its various varieties of car. These fairs help customers to draw comparison between different cars on the basis of color, features etc.</li></li></ul><li>Bricks and ClicksInternet Business model<br /><ul><li> Marriage of traditional ways to conduct a business
  47. 47. Internet ways to react with customers
  48. 48. Integrated way with internet sales channels.</li></ul>29<br />
  49. 49. Typical advantages of Bricks and Clicks<br /><ul><li> Core competencies
  50. 50. Existing supplier networks
  51. 51. Brand equity
  52. 52. Trust (perceived stability)
  53. 53. Organizational learning</li></ul>30<br />
  54. 54. Application<br />Take the Test-Drive…now Online!<br />31<br />
  55. 55. Innovation <br /><ul><li>Anti-lock braking system
  56. 56. Brake assist system
  57. 57. Traction Control
  58. 58. Vehicle Stability Control
  59. 59. Lane-Keeping Assists</li></ul>32<br />
  60. 60. Innovation<br /><ul><li>Hybrid gas-electric vehicles
  61. 61. Advanced Parking Guidance System
  62. 62. Eight-speed automatic transmission
  63. 63. Four-speed electronically controlled automatic with buttons </li></ul>for power &economy shifting<br />33<br />
  64. 64. 34<br />
  65. 65. 35<br />
  66. 66. 36<br />
  67. 67. 37<br />
  68. 68. 38<br />
  69. 69. 39<br />
  70. 70. 40<br />
  71. 71. Communications & PR<br /><ul><li> Honor the language and spirit of the law of every nation </li></ul>and undertake open and fair corporate activities to be a good corporate citizen of the world.<br /><ul><li> Respect the culture and customs of every nation
  72. 72. Pursue growth in harmony with the global community </li></ul>through innovative management<br />41<br />
  73. 73. Importance of Advertisement<br />42<br />Communication – The life-blood of a Business organization<br />How do you convince a doubting public your truck is tough?<br /> “To what extent the brand equity of high-involvement products influence the consumers’ purchase decision<br />We believe that if you can dream it you can do it”<br /> <br />
  74. 74. Advertisement January 2009<br />43<br />
  75. 75. 44<br />
  76. 76. 45<br />
  77. 77. 46<br />
  78. 78. 47<br />
  79. 79. 48<br />
  80. 80. 49<br />
  81. 81. 50<br />
  82. 82. 51<br />
  83. 83. Advertisement (Last Week)<br />52<br />
  84. 84. Thank you!<br />53<br />