Toyota
-
Upload
pratik-gandhi -
Category
Documents
-
view
531 -
download
1
description
Transcript of Toyota
1
Executive Communication
IIPM Tower, 893/4 Bhandarkar Road, Deccan Gymkhana, Pune - 411004 http://www.iipm.edu
Date : December 21st 2009
2
The Land of the Rising Sun!
3
JAPAN
4
5
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
6
The Toyota Way
7
Vision & Mission
Hiroshi Okuda, Chairman
8
Mission Statement
Toyota seeks to create a more prosperoussociety through automotive manufacturing.
9
Vision Statement :
Toyota aims to achieve long-term, stablegrowth in harmony with the environment,the global economy, the local communitiesit serves, and its stakeholders.
10
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.
11
A1 Prototype -- 1935
12
G1 Prototype -- 1935
13
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
14
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.
15
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”
16
Marketing Application
17
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.
18
Product Mix
SEDAN
1. COROLLA ALTIS2. COROLLA ALTIS SPORT3. CAMRY
SUV/MUV
1. TOYOTA INNOVA2. FORTUNER3. PRADO 4. LAND CRUISER
19
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.
20
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.
21
Psychographic segmentation
Social class:
People who belong to upper middle class and higher social status would opt for SUVs /MUV’s or sedan like camry etc.
Personality:People who are in sporty attitude having unique style statement would settle for Toyota Altis sport model or Fortuner which would exhilarate their senses.
22
Behavioral segmentation
Occasions:Festive seasons like DIWALI,NEW YEAR because of low interest financing and discount people go in for purchase of cars. so more growth.
Benefits:On purchase of a car , customer would also look for various benefits adjoined with the main product like Bluetooth connectivtiy.HID headlamps, cruise control etc.
Attitude :Person desiring an executive look ,would surely settle for corolla or Camry ,whereas people desiring for sturdy yet sporty look would rather go for Fortuner as it redefines the way you move with art of power.
23
24
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.
25
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.
26
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.
27
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
28
Pioneer Toyota website
29
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.
30
Bricks and ClicksInternet Business model
Marriage of traditional ways to conduct a business
Internet ways to react with customers
Integrated way with internet sales channels.
31
Typical advantages of Bricks and Clicks
Core competencies
Existing supplier networks
Brand equity
Trust (perceived stability)
Organizational learning
32
Application
Take the Test-Drive…now Online!
33
Innovation
Anti-lock braking system
Brake assist system
Traction Control
Vehicle Stability Control
Lane-Keeping Assists
34
Innovation Hybrid gas-electric vehicles
Advanced Parking Guidance System
Eight-speed automatic transmission
Four-speed electronically controlled automatic with buttons
for power & economy shifting
35
36
37
38
39
40
41
42
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
43
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”
44
Advertisement January 2009
45
46
47
48
49
50
51
52
53
Advertisement (Last Week)
54
Thank you!