Executive

Communication
IIPM Tower, 893/4 Bhandarkar Road, Deccan Gymkhana,
Pune - 411004
http://www.iipm.edu

Date : December 21st 2009

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The Land of the Rising Sun!

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JAPAN
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 Introduction

 Rajwin, CEO, Toyota Global

 Cheryl, Communications & PR Head, Toyota Global

 Sagar, Marketing Guru, Toyota Global

 Aditya, IT Head, Toyota Global

 Pratik, COO, Toyota Global

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The Toyota Way

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Vision & Mission

Hiroshi Okuda, Chairman

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 Mission Statement

Toyota seeks to create a more prosperous

society through automotive manufacturing.

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Vision Statement :
Toyota aims to achieve long-term, stable
growth in harmony with the environment,
the global economy, the local communities
it serves, and its stakeholders.

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 The Golden Period

 Kiichiro Toyoda founded Toyota in 1933

 Its first vehicles were the A1 passenger car and the G1 in 1935

 Toyota was established as an independent company in 1937.

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A1 Prototype -- 1935

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G1 Prototype -- 1935

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 Origin of the Name

 Earlier it was Toyoda --- トヨダ

 In September 1936, the company ran a public competition

to design a new name.

 The newly formed word registered, Toyota --- トヨタ

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 Origin of Logo
 Three ovals

 Two perpendicular ovals represent a

relationship of mutual trust between
customer and the company .

 The bigger oval implies global

expansion of Toyota’s technology and
unlimited potential for future.

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 Toyota….in a nutshell
 Toyota also owns and operates Lexus and Scion
brands and 655 other subsidiaries

 Toyota is headquartered in Toyota City, Aichi and in

Tokyo

 Toyota's small-sized vehicles were sold under the

name “Toyopet”

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Marketing Application

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 4P’s Strategy at Toyota

Product is anything that can be offered to

the market to satisfy a want or need
including…
Physical goods ,
Services ,
Experiences,
Events,
Person,
Organization,
Information and ideas.
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 Product Mix
 SUV/MUV
 SEDAN
1. TOYOTA INNOVA
1. COROLLA ALTIS
2. FORTUNER
2. COROLLA ALTIS SPORT
3. PRADO
3. CAMRY
4. LAND CRUISER

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 Pricing Strategy

Optional-Feature Pricing : e.g. an Innova customer can

order mud flaps, side steppers or other accessories.

Promotional Pricing :
1) Low Interest financing : This technique is for short
period and is mainly used in festive seasons.

2) Longer Payment Terms : The company stretches

loans over longer periods and thus lowers the monthly
payments.

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Demographic segmentation

Family size:
Large family size as in India would
Increase opportunities for groth in sales of
Innova or Fortuner .
Income:
People falling in category of upper middle
high income group and who have ability
and willingness to buy ,would go in for
Toyota cars like land
cruiser,prado,camry,etc.

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 Psychographic segmentation

Personality:
Social class:
People who are in sporty attitude
having unique style statement
People who belong to upper middle
would settle for Toyota Altis sport
class and higher social status would
model or Fortuner which would
opt for SUVs /MUV’s or sedan like
exhilarate their senses.
camry etc.

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 Behavioral segmentation

Benefits: Attitude :
On purchase of a car , Person desiring an executive
Occasions: customer would also look ,would surely settle for
Festive seasons like look for various corolla or Camry ,whereas
DIWALI,NEW YEAR benefits adjoined with people desiring for sturdy
because of low interest the main product like yet sporty look would
financing and discount Bluetooth rather go for Fortuner as it
people go in for purchase connectivtiy.HID redefines the way you move
of cars. so more growth. headlamps, cruise with art of power.
control etc.

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 Promotion
TOYOTA uses many different techniques of
advertising as most of Print advertisement of TOYOTA
COROLLA are individually targeted at factors like
comfort, performance, styling, power, leg room and
driving pleasure.

The commercials mainly target at Indian youth and

young executives.

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 INNOVA "All you desire"

Very few actors in Bollywood possess the

international standards of expertise that Aamir
Khan does.

Aamir managed to carve out a niche for

himself among the superstars as well as
changed his persona in tune with the
character he was playing incase of “Toyota
Innova”.

It is precisely this characteristic of this

talented actor that is sought to be celebrated
in the Toyota Innova advertisement.
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 Personal Selling

 Personal selling involves two-way,

personal communication between sales
people and other customers.

 Personal selling largely takes place at

the dealer’s end. The way the customer is
attended depends mainly on the dealer
as he acts as an interface between the
company and the customer.

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 Direct Marketing

 Direct marketing is the use of

consumer-direct channels to reach and
deliver goods and services to
customers without using The
marketing middlemen.
 Company officials directly contact
the prospective buyers with the
information available through various
sources

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Pioneer Toyota website

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 Sales Promotion

Toyota Company uses major sources of sales

promotion such as Trade fairs, like auto expo, motor
shows.
In these fairs, the company showcase its various
varieties of car. These fairs help customers to draw
comparison between different cars on the basis of
color, features etc.

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 Bricks and Clicks
Internet Business model

 Marriage of traditional ways to conduct a business

 Internet ways to react with customers

 Integrated way with internet sales channels.

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 Typical advantages of
Bricks and Clicks
 Core competencies

 Existing supplier networks

 Brand equity

 Trust (perceived stability)

 Organizational learning

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 Application

Take the Test-Drive…now Online!

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 Innovation
 Anti-lock braking system

 Brake assist system

 Traction Control

 Vehicle Stability Control

 Lane-Keeping Assists

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 Innovation
 Hybrid gas-electric vehicles

Advanced Parking Guidance System

Eight-speed automatic transmission

Four-speed electronically controlled automatic with buttons

for power & economy shifting

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 Communications & PR

 Honor the language and spirit of the law of every nation

and undertake open and fair corporate activities to be a good
corporate citizen of the world.

 Respect the culture and customs of every nation

 Pursue growth in harmony with the global community

through innovative management

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 Importance of Advertisement

Communication – The life-blood of a Business

organization

How do you convince a doubting public your

truck is tough?
“To what extent the brand equity of high-involvement
products influence the consumers’ purchase decision

We believe that if you can dream it you can do it”

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Advertisement
January 2009

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Advertisement (Last Week)

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Thank you!

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