Toyota has become the world's second largest car maker through strategic marketing. It follows demographic and psychographic segmentation and considers country culture during expansion. Toyota created the hybrid Prius trend and has made successful acquisitions. Its product strategy focuses on customization, fuel efficiency, safety, and design quality. Pricing is market-oriented or value-based. Distribution uses dealerships and retailers globally. Promotion uses advertising, personal selling, PR, and direct selling. Toyota innovates to reduce costs through lean manufacturing and continuous improvement, integrating global assembly plants.

1. A mini case study

3. 1st passenger car sedan aa1936
now World’s 2nd largest car maker
5th best GLOBAL BRAND

4. How!!!!!

5. Toyota’s
Marketing Strategy

6. Segmentation & Expansion
Toyota follows
• Demographic Segmentation : Based on nationality, gender, age etc.
• Psychographic segmentation : Based on life-style, social value, personal
values etc.
• While expansion, country and its culture are taken into account : e.g.. In
USA, luxury means comfort, size, and dependability. In Europe,
attention to detail and brand heritage does matter
• To remain as a leader globally, It creates the trend of hybrid car
(model Prius) as a clean energy car. It is the most selling product of the
company right now.
• Toyota has done some successful acquisitions for the benefit in long run.

7. Lexus for luxury brands Prius – hybrid model
Welcab for elderly people and
Physically-disabled
Scion : Personalized model for youth

9. Product Strategy
• Product Customization
• Fuel efficient
• Size & Features
• Safety, Reliability, Durability
• Superior Design & Quality
• Continuous Improvement
• Product that suits
pocket and status
• Green

10. Pricing Strategy
Is it in my
budget ?Oh!!
It provides
financial help
too.
• Market Oriented pricing
Based on market competitors and conditions
• Value based Pricing
Based on actual perceived value of any product like luxury cars
Cheapest Toyota Car
in India
Price : 5.94 Lacs

11. Place/ Distribution Strategy
• Where the targeted customers can
access the products
e.g. Scion at Music events and
showroom where youth are available
• Robust chain of dealerships and
retailers across the globe is the
main channel of distribution
• Dealership is to maximize sales
whereas retailers provides
additional support in sales and
service.

12. Promotion Strategy
• Advertisement on TV, Newspaper, Billboards,
Social Media etc.
• Personal selling through Dealerships
• Public relation programs to promote social
cause like TogetherGreen Program
• Direct selling for corporate clients

14. Q&A section

15. Strategy
• Mastery in Lean
Manufacturing technique
and continuous
improvement.
• Can make as many as 8
models simultaneously in a
single plant
• Innovates to reduce
operational cost
• Assembly-line production

16. Integration of assembly plants around the world into a single network
to meet bigger global demand as it has a bigger target segment and
bigger product line

17. Making cars
Making cars
better
Teaching
everyone how to
make cars better
The purpose of employee is explained as
three fold :

19. • Customer gets the choice to choose according
to price, comfort and other personal needs.
• Hence the target segment would be bigger.
Customer loyalty will increase and ultimately
revenue will increase.

20. 1. Brief Overview
2. Segmentation & Expansion
3. Product strategy
4. Pricing strategy
5. Place/ Distribution strategy
6. Promotion strategy
7. Q&A
7.1. Production technique

21. Presented by Mr. Soumyaranjan Jena , during a marketing internship under
Professor Sameer Mathur, IIM - Lucknow