SETTING PRODUCT STRATEGY-FROM KOTLER

2. Company was founded by KIICHIRO TOYODA in
1937,as a spinoff from his father’s company Toyoda
Loom Works to manufacture automobiles which
eventually became TOYOTA MOTORCORPORATION,
the largest automobile manufacturer in the world.

3. Three years earlier, in 1934, while still a
department of Toyota Industries, it created its
first product, the Type A Engine, and, in 1936,
its first passenger car, the Toyota AA.

4. TOYOTA

5. INTEGRATED
ASSEMBLY
NETWORKS
Integration of assembly plants around the world into
a single giant network so that production can be
shifted quickly to meet surges in demand from
worldwide markets INEXPENSIVELY,without building
whole new assembly operations.

6. LEAN
MANUFACTURING
Making the vehicles ordered by customers in the
quickest and most efficient way, in order to deliver
the vehicles as quickly as possible.

7. A typical Toyota assembly line makes
thousands of operational changes in a
year.
CONTINUOUS
IMPROVEMENT

8. .
CONTINUOUS
INNOVATIONS
Company focusses on producing CLEAN ENERGY
CARS with its PRIUS FAMILY as the world's top selling
hybrid with a sale of almost 5.7 million units until july
2016.

9. MARKET SEGMENTATION
FOR ITS LUXURY BRANDS
LEXUS:TOYOTA’S LUXURY
CAR BRAND
In US, luxury is defined as comfort ,size and
dependability and in Europe it is brand heritage.

10. GUARANTEED
AUTO
PROTECTION
•Provides insurance of the automobile and
guaranteed auto protection service .
•GAP is only available at the time of purchasing or
leasing new or used Toyota.

11. TWO WAY STRETCH
PRODUCT LINE
They produce high luxury car to simple car that satisfied the
need of both the customers. It manufacture various design of
the automobile focusing different income level of customer.

12. MARKET SEGMENT
Produces large range of subcompacts to luxury and
sports vehicles to SUVs, trucks, minivans, and buses.
They segment their product according to need of
customer.
LEXUS cars for high class people
SCION car for young adults, as this group
wanted more personalisation

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

14. It has products for different price points demanded by
consumers and its plants can manufacture as many as 8
models at the same time ,bringing huge increases in
productivity and market responsiveness.

15. Enthusiastically respond to customer needs by fulfilling their
requirements under perfect timing .

16. TOYOTA COROLLA & TOYOTA CORONA (1973): Oil
crisis (more fuel efficient and cheap)
TOYOTA CRESSIDA(1976): amenities like ACs,
FM radio
TOYOTA CAMRY (1982):more space as compared
to previous ones
TOYOTA PRIUS(1997): Hybrid cars ,environmental
consciousness

17. Toyota always keep their product
selection and quality very high for every
price point they offer.

18. S
U
M
M
A
R
Y
History of toyota
Why was it able to grow so much
bigger than any other auto
manufacturer?
Has Toyota done the right thing by
manufacturing a car brand for
everyone? Why or why not?
Disclaimer

19. Created by Prabal Agrawal, NIT Jaipur
during a marketing internship
with Prof. Sameer Mathur, IIM Lucknow
DISCLAIMER