7. PRODUCT MIX cont.
Maintaining the attractive mix between Value, Price and
Benefit.
From Inexpensive to
Luxury, Toyota has
Innovative and
reliable products for
each and everybody
out there
8. ADVERTISING
• Toyota’s advertising campaign varies with countries to make
strong bond with their customers.
US- Let's Go Places
India- Quality Revolution
Japan- Fun to Drive, Again.
• Different Marketing for different models
• Attractive Product Placements
9.
10.
11.
12. • Superior Quality and Reliability
• Modernization and Innovation
• Line Filling
• Production techniques and mass customization
13.
14.
15.
16. • Its in complement with their remarkable production
techniques
• Toyota’s target has been always high market share
and market growth
• Sales and Profit reasons
17. Sometimes, they have over-filled their production line,
leading to faulty products and large recalls
Their cars suffered from various technical glitches and it
affected many of its brands
18.
19. RECAP
• History
• Toyota’s Brand image and positioning
• Its product differentiation
• Product Mix
• Advertising
• Production Technique
• Questions 1 and 2 from mini case
20.
21. DISCLAIMER
Created by Rohan Singh, IIT Bombay, during a Marketing internship
under Professor Sameer Mathur, IIM Lucknow
