VToyota Motor Corporation, is a Japanese

automobile manufacturer which also provides

financial services and participates in other lines
of business.
VItmanufactures vehicles under the brand
names Toyota, Hino, Scion and Lexus, and owns
a majority stake in Daihatsu, and 8.7% of Fuji
Heavy Industries.
VToyota is Japan's biggest car company and the
second largest in the world after General
Motors. Produces an estimated eight million
vehicles per year.
V Toyota vehicle are sold in more than 160
countries.

V Based on policy to ´think globally and act

locallyµ toyota develop and provide vehicles
that fulfill the regioal need of each country.

V By october 2009 , toyota had reached a

domestic production of morethan 100 million
vehicle and worldwide cumulative production
of about 112 million vehicle.
Toyota Motor Corp. has unveiled a more expensive and
bigger hybrid-only model than its hit Prius, underlining the
Japanese automaker·s ambitions to make green technology
more widespread.

The ´Saiµ sedan is Toyota·s second hybrid-only model after

the Prius.

Hybrids get better mileage than regular gasoline engine cars

by switching between an electric motor and a gas engine.

The Sai comes with a bigger 2.4 liter engine compared to the
1.8-liter Prius, is roomier and has fancier features such as an
interior made from plastic that uses plant-derived materials.
V Toyota was one of the first manufacturers to introduce
the concept of ´Just in Timeµ production that allows to
reduce operating cost and overheads and to respond to
customer demand quicker.
V Toyota enabled interested customers to visit a special
website about Prius development as early as two years
before the introduction of the product.

V Toyota created online e-brochures with a 17-second

video clip that were sent to the almost 44,000 people.

V As a ¶purchase accelerator· among its target buyers

who requested information on the Prius, Toyota
offered these customers the opportunity to preorder
cars, which were then finalized by the dealerships.
V High technology
V Affordable price
V Clean operation
V Comfort
V Quality
V Convenient design
V Safety
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V Macrosegmentation consist of grouping
countries on the basis of common characterstics
deemed to be important for marketing
purpose.

V The variable typically include

sociodemographic data on population size and
character, disposable income level, education
background and primary language,
infrastruture, rate of growth in GNP and
political affiliation
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The companies includes
V The top management, looking to grab a technological advantage
over Ford and G.M.

V The R&D department conducted a series of survey throughout the

south-west asian market contrived a comfortable, environment
friendly and highly technological design.

V Finance department funded R&D department for development of

prius.

V Marketing department spend $ 190 m for promotion and

distribution of the auto.
j 
ý Diversity option for the consumer
ý Prius operates using a nickel mental-hydride battery.
ý It has gasoline engine.
ý Regenerative breaking system.
ý Increase the number of maintenance centers and train
professional technical staff.
ý Offer comprehensive warranty.
ý Its environmental friendlines and energy saving.
ý Prius also offer various colour several optional
features.
V Prius cost about $ 22000.
V Panasonic may invest more in R&D to develop
cheaper batteries.

j
V Toyota does not sell the car from its website.
V By educating consumer about the prius.
V Establishing a web site to distribute information and
also sent brochures to likely buyer just before the
introduction.
V Advertising in magazines and in television channel.
V The tag line such as ´when it see red, it chargesµ
captured the consumer·s attention through ambiguity.
V Toyota took advantage of earth day too.
V Prius takes specially trained salesperson to explain and
promoye it.
V Personal selling will be carried out by qualified local
dealer.
V Strengthening the relationship with the Toyota brand
V Increase the consideration of Toyota when planning a
new car purchase.
V The target market should be reached as fully as
possible
V Customer and Consumers have to be made aware of a
new product and its brand name.
V Being a new product with a new technology, a prime
objective is to educate consumers and explain the
working of the Prius and advantages of this.
V Target markets should be excited about the new Prius
and spread buzz/ word of mouth.
V Communications should motivate consumers
to find out more about the Prius; visit the
website, order brochures, visit a local dealer,
order a test drive.
V The Prius should be considered as a full and
valid alternative to traditional cars.
V Ultimately communications should lead to a
purchase, a higher percentage of showroom
visits should be turned into sales.
V Brand image
V World third largest car manufacturing
company
V Market leadership
V Easy availability of spareparts
V Dealership network
V Always charge premium price
V Management control by local partner
V Distribution network
V Switching diesel market towards petrol and
cng market
V Failure of competitive model
V Unacceptability of competitor model
V Price increase
V Reduction in diesel price
V Entrance of new firms
V Public and alternative transportation
V The toyota prius is a hybrid electric mid size
car.
V Prius is a latin word meaning ´to go beforeµ.
V Developed and manufactured by toyota motor
corporation.
V First went on sale in japan 1997.
V Introduced worldwide in 2000 but sale did not
pick until 2004.
V Third least Co2 emitting vehicle.
V Sold in more than 40 countries and regions.