O TA

TO Y

Wadiah Akbar
Abdullah Dawood
Aleeze Azhar
Mehwish Shakeel
Noor Fatima
 Multinational Japanese automotive manufacturer headquartered in Toyota,
Aichi, Japan.
 It is the global market leader in sales of hybrid electric vehicles and in hydrogen
fuel- cell vehicles.
 The company was founded by Kiichiro Toyoda in 1937 as a spinoff from his
father’s company Toyota Industries.
 Well known models are the Camry, Land Cruiser, Corolla, luxury Lexus line,
and buses, vans, and Hilux pickup.
 In Pakistan, the company is operating as Toyota Indus.
 MARKETING
ENVIRONMENT
 Toyota’s objectives is to: enhance efficiency, improve quality, increase
productivity, and minimize cost.
 The concept of “Customer First” is used by Toyota.
 Achieve maximum customer satisfaction by providing trust and loyalty.
 Believes in maintaining the reputation for reliability, durability, and quality.
COMPETITORS

The company’s major competitive

advantage is the ability to provide high
quality/ world- class products at low
prices.
 BRAND POSITIONING

 Toyota is able to target a large market because they have something for
everyone.
 Toyota provides vehicles for all price ranges.
 Toyota Corolla line of cars luxury line of cars.
 Distinguishes form its competitors on the basis of:
o Quality and greater design creates a strong brand image. 
o Uses low cost to gain a competitive advantage in the automotive industry.
TARGET MARKET
 “Launching the right car for the right market”.
 Various models targets each market segment.
 Prius, Lexus, and Hybrid fuel cell based strategy is based on targeting the
growing category of consumers known as “eco-chic”.
 Toyota targets markets based on geographic considerations.
 CUSTOMER
PROFILE
 Age: 30- 50
 Marital Status: Married
 Further divided into three psychographic
segments.
 Early Adopters.
 The environmentally friendly customers.
 And the value conscious customers.
SHARES
 Share of Heart---Emotional
 Share of Mind---Rational
 Share of Wallet---Purchasing Power

 Toyota is betting big on its “hybrid” as

well as “energy efficient and eco friendly”
models that are aimed to capture the
hearts and minds of the ecologically
conscious consumers.
ANSOFF MATRIX-TOYOTA

MARKET PENETRATION
Together Green program that
supports environmental
initiatives.
Toyota launches Etios motor
racing in India-2012 to attract
youth segment.
Sponsorship agreement with
speedway for Indy racing league
weekend.
MARKET DEVELOPMENT
Fortuna in India in 2009, followed by
the diesel Corolla and the Etios in
2010.
In 1980, build manufacturing plant
and research to increase global sales.
Has sedans, trucks, SUVs, luxury
vehicles, and other product lines.
Overseas business from making in
Japan and exporting, to producing in
regions where demand exists.
In Brazil, production of Corolla FFV
began in 2007.
 PRODUCT DEVELOPMENT
Innovation processes-For example, through the Toyota Prius and
Ravev technology including electric and lithium battery models.
Focusing on small incremental innovations rather than making big
changes.
From hybrids and electric vehicles to fuel cell technology, a key for
tomorrow’s eco driving.
Automated driving to ensure safe and smooth ride.

DIVERSIFICATION
In 1997, Toyota established its Marine Business Division and also set up
a boat and sales network.
In 1998, Toyota established the Biotechnology and Afforestation
Business Department.
Toyota acquires Japan Flying Service Co., Ltd.-1988.
Toyota to launch ski boat line.
 PORTER’S FIVE FORCE

 RIVALRY AMONG EXISTING COMPETITORS- HIGH

 Presence of top players like Volkswagen, Hyundai, Honda, Ford, General
Motors.
 Not much differentiation between players and their products.
 BARGAINING POWER OF SUPPLIERS-LOW
 High availability of supply used for manufacturing Toyota’s products.
 Suppliers do own the power to change the price.
 BARGAINING POWER OF BUYERS-MODERATELY HIGH
 Low switching cost for buyers.
 Oligopoly market.
 THREAT OF SUBSTITUTES-MODERATE
 Two wheelers. Public transports.
 Taxi services like Careem and Uber cost less.
 THREAT OF NEW ENTRANTS-LOW
 High capital requirements in the automobile industry.
 Toyota has established brand image and reputation.
BCG MATRIX
COMMUNICATION
 The Company uses different channels like
celebrity endorsements, magazines, social
media platforms and TV adverts.
 Broadcast
 Print and Digital ads
 Social Media
 BRAND REVIEW

 Toyota has always had a firm hold in the automobile market, which is quite
good for Toyota as only a well established business can prosper in a capital-
intensive business.
 Toyota also has a strong buying power, since there are several buyers of
automobiles.
 Previous research has shown Toyota to be quiet popular among the masses due
to its fair cost and good quality.
 Recall issue might have affected the company but study shows that the
customers have remained loyal.
BRAND EQUITY

 Brand equity defines brand value.

 That value is determined by consumer
perception of and experiences with the brand.
 Toyota has through the years developed a
strong, reliable, favorable and unique brand
association with clients.
 Brand equity is shown through preferences,
and actions that directly affect the marketing
elements of the brand.
BRAND RESONANCE PYRAMID
MODEL
 APPLICATION
 Toyota customers are often lifelong customers, as the quality and
reliability of the brand convince them that no other automaker
can offer the value provided by Toyota cars, trucks, and SUVs.
 Los Angeles Toyota dealers and Toyota dealers around the U.S.
reinforce that brand loyalty by providing top-notch customer
service, persuading customers to trust Toyota and their
dealerships for their new and pre-owned vehicle needs.
 Hybrid cars
 Grande touch door open
 Button start
 Fuel efficient bigger tank than Honda
 Customer have fuel tank options
 BRAND EQUITY AND
BRAND TRUST
 In the stir of recall by Toyota, Corolla owned by Toyota faced consumer dissatisfaction
issue.
 The problems were with the acceleration, brakes and floor mat of the car.
 It overall affected the Brand image.
 To overcome this issue, press releases were released for public and letters were sent to
owners of the car.
 This led to retaining of active customers.
 The building of the brand image is never an easy objective, including the Toyota Brand.
 Along with the flashy advertisements, consumer satisfaction is all that leads to acquire
the trust of the customers in the market.
 BRAND PLAN- STRETCHING THE
BRAND

 Brand stretching is a marketing strategy in which a firm marketing a product

with a well-developed image uses the same brand name in a different product
category.
 The new product is called a spin-off.
BRAND STRENGTH SOURCES

 Strong brand image

 Global supply chain
 Rapid innovation capabilities
 BRAND EXTENSION

 The category extension for Toyota

can be the “Home Appliances”.
 Logo and slogan:
 POSITIONING

 Lifetime services
 Healthy and safety products
 Wide range of appliances
 Environmental friendly
 Safe and cost efficiency
 Reliable
 PRODUCTS
 Refrigerators ,air conditioners, irons, cooking ranges ,vacuum cleaners, food factory
machines ,solar panels and lawn mowers.
 PRICE
 Premium pricing
 CAMPAIGNS and ENDORSEMENT
 A sample house including all appliances.
 Celebrities would be given the products for testing period.
 Celebrities endorsement commercial aired on television to promote and create
awareness about the appliances.
 PACKAGING

 Recycled material
 No bubble wrap to cut down the use of plastic
 Products will be protected with cartons.
 BRAND INVENTORY-LOGO

 In 1990, Toyota debuted the three overlapping Ellipses logo on American

vehicles. 
 The Toyota Ellipses symbolize the unification of the hearts of our customers
and the heart of Toyota products.
  The background space represents Toyota's technological advancement and the
boundless opportunities ahead.
SYMBOLS AND SLOGANS
 The two perpendicular ovals also represent “T” that depicts Toyota, and the steering wheel symbolizing the
vehicle. 
 The outer larger oval demonstrates the world’s recognition of Toyota. 
  Besides, the symbol of Toyota has various slogans based on the region, for instance, in the UK it is
demonstrated as “TOYOTA ALWAYS A BETTER WAY”, in the US the slogan is “TOYOTA Let’s Go
Places” while in Germany the slogan is “NICHTS IST UNMOGLICH”.
CHARACTERS
 The logo is done using Roman style font displaying “Toyota”. The official colours of the organizations
include red, white, and black. Toyota Racing  shows that the Toyota symbol is displayed by a reddish color
on a black or white background. Again, the display of “Toyota” symbol is integrated with Toyota corporate
logo in horizontal structures 
TRADEMARKS
 The company name was changed from Toyoda to Toyota. Because Toyota is simple, less clustered, and
sounded pleasant. In addition, the eight letters in Japanese are related to good luck and prosperity. Toyota also
meant the organization’s success from a family entity into a social corporation
 SWOT ANALYSIS
Strengths Weakness Opportunities Threats
• Trustworthy and • Constant need of • Explore new trends • Might not at all
reliable recharging electric and launch new times act according
• Consumer friendly cars. products. to changing needs
• Expense of training • Communication not • Work on eco- of customers.
opportunities and always be efficient. friendly products. • Current financial
skilled employees • Challenging to • Can encourage climate is still
are met. launch new plants sales through unstable and it is
• Efficient and with higher levels discounts for big unsafe for the
innovative of innovation, as purchases,(free company to
cost is high. servicing, upgrade). implement new
strategies. 
• Inflation and taxes
must also be
considered.
BRAND POSITIONING- CONT’D
POINTS OF PARITY
Eco- Friendly vehicles 
Reliability 
POINTS OF DIFFERENCE
Innovative 
Easy maintenance
Efficiency
Affordable
 TOYOTA’S LONG- TERM
STRATEGY 

 Developing both global and regional car models in order to

compete worldwide with a full line of products.
 Watanabe aims to achieve his goals through a combination of
kaizen (“continuous improvement”) and kakushin (“radical
innovation”).
FOR JANUARY TO NOVEMBER 2019
SALES RESULTS
PRODUCTION RESULTS
TOYOTA FINANCIAL OVERVIEW
TOYOTA PRODUCT LEADERSHIP
 BRAND RECALL

 Announced the recall of 928,203 models because of faulty air bag inflators.
 There may be sharp metal fragments, which could cause injury/ death. Reasons for
recall is the growth strategies where quality control and management were overlooked.
 Secondly, growth and globalization: led to language barriers and lack of expertise in
quality management leading to poor quality.
 The managers were drawn to cut costs and achieve short term growth objective by
overlooking quality.
MARKET BUDGET ALLOCATION
MEDIA PLACEMENT
 RECOMMENDATIONS

 Toyota should accelerate its business expansion into rapidly growing emerging
countries by thoroughly and meticulously monitoring market conditions in
respective regions and introducing products suited to the characteristics and
needs of each market.
 Toyota should pursue the development of environmentally conscious, energy-
saving products while incorporating functions and services demanded by
customers (value chain) and delivering them to the global market.
 Toyota should aim to support industries and social infrastructures around the world
by continuously supplying products and services that anticipate customers’ needs in
order to contribute to engendering a compassionate society.
 Toyota should consider making Lexus a priority in the Chinese market. This will
enable it to become competitive with other car manufacturers in the luxury
segment.
 By increasing production facilities in Asia, this will enable Toyota to have cheaper
delivery channels and become closer to the emerging market customer.