1. Toyota Product strategy 2.About Toyota 3.History 4.Toyota's Global Business 5.Product Strategy 6. Product Differentiation 7. Market Segmentation 8. Total Market Segmentation 9.Product mix& product line 10.Product mix& product line 11.Product mix& product line 12.Price 13.Place 14.Promotion 15.Promotion 16.Questions? 17.Case study question 1 18.Case study question 1 19.Case study question 2 20. Summary 21. Disclaimer

2. ABOUT TOYOTA
• Japanese automotive manufacturer
headquarter in Japan.
• Produce more than 10 million vehicles
per year.
• Known for its management
philosophy.

3. HISTORY
1933- KiichiroToyoda foundedToyota.
1937-Toyota motors co. ltd is established.
1950- Company faces financial crisis.
1951- Suggestion system begins.
1959- Moto machi plant begins production.
1973- designed smaller & fuel efficient automobiles- Corona & Corolla.
1982- Introduced Camry.
1989- Launched Lexus, its luxury division.
1997-Launced the Prius, first mass-produced hybrid car.
2002-Second generation Prius hit the showroom.

4. TOYOTA’S GLOBAL BUSINESS

5. PRODUCT STRATEGY

6. Product Differentiation
o Customization
o Reliability
o Features

7. Market Segmentation

8. Total Market Segmentation

9. Product Mix & Product line
o Product mix is the full length of all products offered for a sale by a company.
o Product mix has two dimensions:
- Breadth(width)- Different lines.
- Depth-Assortment within a line.
o Product line
-Small group of products, intended for essentially similar uses.
-Possessing reasonably similar physical characteristics.

10. Product Mix & Product line
Toyota has a diverse set of products. Following are the product lines inToyota’s product mix:
o ToyotaAutomobiles
o Lexus Automobiles
o Welcab Series
o Marine Products
o Spare parts andAccessories
o Engines

12. Price
o Market Oriented:
Based on the market competitors and conditions.
o Value Based:
Based on actual & perceived value of any products.
eg: Luxury cars
Price range ofToyota’s car starts from $18,990 and
goes up to $80,000 according to model.

13. Place
o Robust chain of dealership and retailers across the globe.
o Dealership= Maximize sales
Retailers= Additional Support
o For distributionToyota use showrooms, exhibition centers or even special
events.
o Toyota has around 170 distributors in all the countries and regions worldwide.

14. Promotion
o Advertisement byTV, newspaper, billboards.
o Use catchy slogan to draw attention, such as
‘Moving Forward’
‘Let’s go places’
o Direct selling for corporate clients.
o Public relation program likeTogether green program.
o Virat Kohli -brand ambassador in India.
o Conduct motor shows.

17. 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 BECOME SO MUCH BIGGER THAN ANY
OTHER AUTO MANUFACTURER?
o Product line
-Two way product line strategy.
- Expensive as well as cheaper products.

18. o Customization:
-To satisfy all customer.
- Focus in the section of music
player,
color, stereo component to
wheel even
the floor mats.
oPerformance quality & design:
- Analyze what customer wants.
-They are timey updated.
-High performance quality in
low budget.

19. HAS TOYOTA DONE THE RIGHT THING BY
MANUFACTURING A CAR FOR EVERYONE?
WHY OR WHY NOT?
o Target large set of customer.
o Segments and targets customer accordingly.
o Increases reliability in the mind of different set of customer.
o Able to fill market niches.

20. SUMMARY

21. DISCLAIMER
Created by Priyanka Kumari, IIT(ISM) Dhanbad, during a marketing internship by
prof. Sameer Mathur, IIM Lucknow.