Toyota is a Japanese automaker founded in 1933 by Kiichiro Toyoda. It initially produced the A1 passenger car and G1 trucks in 1935. The name "Toyota" was adopted in 1936 after a naming competition. Toyota's mission is to create a more prosperous society through automotive manufacturing. Its vision is long-term stable growth in harmony with the environment and communities. Toyota owns Lexus and Scion brands and over 650 subsidiaries worldwide, with headquarters in Toyota City, Japan. The document discusses Toyota's 4P marketing strategy of product, price, place, and promotion for vehicles like the Innova, Fortuner, Corolla, and Camry.

1. Executive CommunicationIIPM Tower, 893/4 Bhandarkar Road, Deccan Gymkhana, Pune - 411004http://www.iipm.edu Date : December 21st20091

2. The Land of the Rising Sun!2

3. JAPAN3

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5. IntroductionRajwin, CEO, Toyota Global

6. Cheryl, Communications & PR Head, Toyota Global

7. Sagar, Marketing Guru, Toyota Global

8. Aditya, IT Head, Toyota Global

9. Pratik, COO, Toyota Global5

10. The Toyota Way6

11. Vision & MissionHiroshi Okuda, Chairman7

12. Mission StatementToyota seeks to create a more prosperoussociety through automotive manufacturing.8

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.9

14. The Golden PeriodKiichiro Toyoda founded Toyota in 1933

15. Its first vehicles were the A1 passenger car and the G1 in 1935

16. Toyota was established as an independent company in 1937.10

17. A1 Prototype -- 193511

18. G1 Prototype -- 193512

19. Origin of the Name Earlier it was Toyoda --- トヨダ

20. The newly formed word registered, Toyota --- トヨタ

21. In September 1936, the company ran a public competition to design a new name.13

22. Origin of Logo 14 Three ovals

23. Two perpendicular ovals represent a relationship of mutual trust between customer and the company .

24. The bigger oval implies global expansion of Toyota’s technology and unlimited potential for future. Toyota….in a nutshell Toyota also owns and operates Lexus and Scion brands and 655 other subsidiaries

25. Toyota is headquartered in Toyota City, Aichi and in Tokyo

26. Toyota's small-sized vehicles were sold under the name “Toyopet”15

27. Marketing Application16

28. 4P’s Strategy at Toyota17Product is anything that can be offered to the market to satisfy a want or need including…Physical goods ,

29. Services ,

30. Experiences,

31. Events,

32. Person,

33. Organization,

34. Information and ideas. Product Mix18SUV/MUVTOYOTA INNOVAFORTUNERPRADO LAND CRUISERSEDANCOROLLA ALTISCOROLLA ALTIS SPORTCAMRY

35. Pricing Strategy19Optional-Feature Pricing : e.g. an Innova customer can order mud flaps, side steppers or other accessories.

36. Promotional Pricing : 1) Low Interest financing : This technique is for short period and is mainly used in festive seasons. 2) Longer Payment Terms : The company stretches loans over longer periods and thus lowers the monthly payments.

37. Demographic segmentation20Family size:Large family size as in India would Increase opportunities for groth in sales of Innova or Fortuner .Income: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.

38. Psychographic segmentation21Personality:People who are in sporty attitude having unique style statement would settle for Toyota Altissport model or Fortunerwhich would exhilarate their senses.Social class:People who belong to upper middle class and higher social status would opt for SUVs /MUV’s or sedan like camry etc.

39. 22Behavioral segmentationBenefits: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.Attitude :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.Occasions:Festive seasons like DIWALI,NEW YEAR because of low interest financing and discount people go in for purchase of cars. so more growth.

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41. Promotion24TOYOTA 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.

42. The commercials mainly target at youth and young executives.25INNOVA "All you desire"Very few actors in Bollywood possess the international standards of expertise that Aamir Khan does. 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”.It is precisely this characteristic of this talented actorthat is sought to be celebrated in the Toyota Innova advertisement.

43. 26 Personal Selling Personal selling involves two-way, personal communication between sales people and other customers.

44. 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.Direct Marketing27 Direct marketing is the use of consumer-direct channels to reach and deliver goods and services to customers without using The marketing middlemen.

45. Company officials directly contact the prospective buyers with the information available through various sources28Pioneer Toyota website

46. Sales Promotion29Toyota Company uses major sources of sales promotion such as Trade fairs, like auto expo, motor shows.

47. 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.Unique Marketing30

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