Toyota mini case in Marketing Management Text book by Kotler. It summarises Toyota's product strategy and product mix and answers a few questions

1. CHAPTER 11: SETTING PRODUCT
STRATEGY
Marketing Management by Kotler

3. What is their
Product
Strategy?
How does Toyota
do it?

4. PRODUCT DIFFERENTIATION
•Customization
•Reliability
•Features

5. PRODUCT MIX
•The Product Mix Width and Product Line length of Toyota. Has a car from
cheap and reliable to Luxurious

6. PRODUCT MIX contd.
• Follows both Product Line
Pricing and Optional-
Feature Pricing

7. ADVERTISING
• “Lets Move Ahead”- the recent tagline, general for every product
line.
• For the luxury brand Lexus a different tagline.

8. Manufacturing
strategy to
complement it

9. Integrated its assembly plants around the world
into a single giant network.

10. Toyota has built a huge manufacturing company that
can produce millions of cars each year for a wide
variety of consumers. Why was it able to grow so
much bigger than any other auto manufacturer?

11. • Line Modernization
• Line Filling
• Production techniques and mass customization.

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

14. • Again, its in line with its production techniques.
• Its target is high market share and market growth.
• Sales & Profit reasons.

15. THE DOWNSIDE OF LINE FILLING
• In 2009 and early 2010 there
were a lot of recalls for
almost all the product lines
of Toyota.
• This hit Toyota and its sales
hard.

17. • Part 1: Did Toyota grow quickly as Toyoda
suggested?
“We pursued growth
over the speed at which
we were able to
develop our people and
our organization”- Akio
Toyoda, President of
Toyota.

18. • Self-cannibalization
• Satisfied the internal need.
• Toyota which prides on its employees went lagging
with the speed at which its technology was growing.

19. Continued…
What should the company do over the next year,
5 years, and 10 years?
How can growing companies avoid quality
problems in the future?

20. RECAP
• Toyota’s brand image and positioning
• Its product differentiation
• Product Mix
• Advertising
• Production Techniques
• Questions 1, 2 & 3 from the mini case

21. DISCLAIMER
Created by Nitya Joshi, BITS-Pilani,
Hyderabad, during a marketing internship
under Professor Sameer Mathur, IIM Lucknow