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

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