Case study of Toyota company under the guidance of Sameer Mathur

3. TOYOTA 1st Passenger car

4. What is their
Product strategy ?

5. MARKET SEGMENTATION
Demographic
segmentation
Psychographic
segmentation
Market
Segmentation

6. PRODUCT
DIFFERENTIATION
• Customization
• Reliability
• Features

8. The Product Strategy
Product customization
Fuel efficiencies
Size and features
Safety parameter
Superior design
Environmental friendly
Cars suiting standard
Cheap

9. Product Mix
Pricing
Product Line Pricing
Optional Feature Pricing

10. Promotion Strategy
Advertising on TV, media,
Newspaper, Social media etc.
Personal selling through dealership.
Individual customer interaction.
Public relation programs to promote
social causes “Together green” program

13. Toyota has integrated its
assembly plants around the
world into a single giant network.
TOYOTA has sold a 28.7 million
automobiles edging past general
motors to be become first largest
carmaker to achieve this
milestone.
So what is the reason behind his
success?

14. Question 1 –
As we know TOYOTA has built a huge manufacturing capacity
that can produce millions of cars each year for a wide variety of
consumers why was it able to become so much bigger than any
other auto manufacturer.

15. Superior Quality
and Reliability
Modernization
and Innovation
Line Filling
Production
techniques and
mass customization
Quality standards

16. • During 1980s and 1990s TOYOTA
gradually added more models
arranging in price size and features
• It also introduced a full-size pickup
truck TUNDRA and service sporty and
affordable car to target it in adults
• In 1997 TOYOTA launched the Prius
into the market becoming the first
company to mass-produce hybrid car.
• The company's keen focus on
developing a clean energy car was
brilliantly timed.

17. QUESTION 2-
Has Toyota done the right thing by manufacturing a car brand
for everyone? Why or why not?

19. • In my opinion the answer is absolutely
“YES” because the manufacture has done
a really great range with exciting new cars
which will open people's eyes in mind.
• Their analysis in market research make
them understood what customer needs
and developed the same feature in the cars
in the comparable price.
• They divided their market into segments
according to market needs and they tried
to develop cars according to customer
perceptions. It allowed them to capitalize
on the teen market in US. It also has
customized branding strategies for all its
segments and targets customers
accordingly

20. Brand
image
Brand
Positioning
Product
mixed
pricing
Creative
advertising
Fine
production
Production
differentiation

21. Created by Ayush Gupta, VIT VELLORE, during a
Marketing internship under Professor Sameer Mathur, IIM
Lucknow
DISCLAIMER