Mini case :Toyota presented by Shivani Bhakal , IIT Roorkee student undertaken an internship from IIM Lucknow, from Prof.Sameer Mathur.

1. TOYOTA

2. The Heart of Great
is Great
PRODUCT

3. “The Relentless Pursuit of Perfection.”
“Most dependable”
“Aggressive styling, handling dynamics, and driver engagement.”

4. Product Levels: the customer-
value hierarchy

5. Classificationofproducts

6. Consumer-goods Classification
• Convenience goods
• Shopping goods
• Specialty goods
• Unsought goods

7. What are the considerations ?
 Quality
 Features
 Price
 Service

8. Cressida
Camry
Tundra Truck
Prius

9. Cressida
 Fuel efficiency
 Space
 Amenities

10. Cressida
Camry
Tundra Truck
Prius

11. Camry
In 1982, the company introduced the
Camry—a four-door, mid-sized car that
offered more space than the Corona and
became the best-selling passenger car in
North America.

12. Cressida
Camry
Tundra Truck
Prius

13. Tundra Truck
Rough !!
Affordable
Rough

14. Cressida
Camry
Tundra Truck
Prius

15. Prius

16. DESIGN
Simple
Intuitive
Efficient and long-lasting
Adaptive and engaging

17. Has Toyota done the right thing by
manufacturing a car brand for
everyone?

18. Because
TOY TA

19. Is Toyota a huge auto
manufacturer?
YES !!!

21. Created by SHIVANI BHAKAL, IIT
ROORKEE, during a marketing
internship under Prof. Sameer Mathur,
IIM Lucknow.