Mini case study on Toyota form Kotler textbook, presentation completed under Prof. Sameer Mathur working as a Marketing intern.

1. PRESENTING TOYOTA
Let’s go places…..

2. HISTORY
TOYOTA was started in1933 as the automobile division of
Toyoda Automatic Loom works, under the supervision of
Kiichiro Toyoda, the founder’s son.

3. CURRENT POSITION
As of now, Toyota is the world’s largest automaker!!!!!
Whoa!! That escalated quickly….
Well it didn’t…
Toyota has come a long way in its nearly 80 year history.

4. What does TOYOTA preach???
There have been various slogans given by Toyota, the ones that
standout are:-
• “Get the feeling.”
• “Today Tomorrow Toyota.”
• “The relentless pursuit of perfection.”
• “Most dependable”
and this
one
right here.
YOU STEPPED
ON MY POINT
SON!!!!

5. WHO DOES TOYOTA TARGET????
TOYOTA targets nearly every individual that can afford and maint
a car.
These include:-
•People who seek extreme luxury.
•People who use cars only as a necessity.
•People who are sports oreinted.

6. WHAT MADE TOYOTA THIS BIG A
SUCCESS???
Even in this era of advancing technology Toyota
fulfilled promises of
With regularly updated and mind-blowing
And tons and tons of

7. THE PRODUCT MIX
• Starting from the Model
AA to introducing the
Prius and after many
such additions and
innovations the current
product mix has
embraced the market
firmly.
• And then, the Scion for
young adults.
• And it doesn’t stop
here…….

8. INTRODUCTION OF
• In1989,
Toyota
launched
Lexus, its
luxury
division,
proming an
unparalleled
starting with
white-glove
treatment at
the
dealership .
The Lexus
product mix,
as it stands
now, is
shown.

9. •Introduction of Tundra.
•Introduction of the clean energy hybrid
car Prius.
•Development of environment friendly
vehichles.

10. •Intended on making strong relations with
customers worldwide.
•Using popular faces and huge
platforms for advertising. EX-The tv
show suits.
•Well placed marketing strategy.

11. •Each product sold is given high
priority and proper service.
•Guarantee and warranty better
than customer’s expectations.
•Values customer relations above
everything.
A rectification performed by Toyota:-
After learning about issues in its LS400 model from its luxury
brand Lexus, Toyota sent its engineers and mechanics to
every customer who bought the model and rectified the

12. Problems and obstacles
•Problems in the Lexus LS400.
•The great vehicle recall of 2009, 8M cars
from all the segments got recall due to
errors.
•3.2 Billion dollar loss due to earthquake
and tsunami in Japan.
…

13. How did Toyota manage becoming so much bigger tha
any other auto manufacturer???

14. •Targeting every segment that can own a car.
•Optimized pricing.
•Product is always centered around the consumer.

15. •Always finding ways to innovate.
•Mastery in manufacturing, increasing its productivit
and market responsiveness.
•Exceptional service and customer support.

16. Has Toyota
done the right
thing by
manufacturing
a Car brand for
everyone??
Why or why
not??

17. Let’s see why...

18. •Widened market reach.
•Different designs.
•Brilliant understanding of every segement.

19. •Pricing according to the segment.
•Number of varieties for every type of requirement.

20. Summary
•We got to know the history of TOYOTA.
•The Target segments.
•The strategies.
•The product mix.
•The Innovations and the advertising
strategy.
•The customer relations.
•The problems faced by Toyota.
•The world’s biggest automaker.
•Cars for everyone.

21. PRESENTATION CREATED BY
KISLAY KANT
BIT MESRA
WORKING AS A MARKETING INTERN
UNDER
PROFESSOR SAMEER MATHUR
IIM LUCKNOW.