Presented by-
Ashish prashar
(Pharmaceutical
Management)

 Toyota Motor Corporation is a Japanese
multinational automotive manufacturer
headquartered in Toyota city, Japan
 The company was founded by Kiichiro Toyoda in
1937, as a spinoff from his father's company Toyota
Industries to create automobiles

 Lean manufacturing and
continuous
improvement.
 Unique Marketing
strategies.
 Proper Market
Segmentation.
 Customer Satisfaction is
top priority.
 Integrated
manufacturing units

 Toyota Motor Corporation (TMC) is a widely
recognized car manufacturer in Malaysia and
around the world. Currently, Toyota is the top
carmaker in the world, beating their closest rivals,
General Motors in both production numbers and
sales
1. Demographic Segmentation
2. Psychographic Segmentation

 The company has a keen focus on developing a clean
energy car.
 In 1997, Toyota launched the Prius ,the first mass
produced hybrid car, for $19,995.
 Prius hit showrooms in 2002, dealers had already
received 10,000 orders.
 The Prius family totaled global cumulative sales of 6.1
million units in January 2017, representing 61% of the 10
million hybrids sold worldwide by Toyota since 1997.

 Product Customization –Provides a whole range of
customization options.
 Fuel Efficient – Produces fuel efficient machines.
 Design and Quality –Aims at producing eye catching design
and best quality products.
 Safety, Reliability and Durability – Fulfills all the mentioned
criteria's.
 Product Mix – This element of the marketing mix identifies
organizational outputs for the target customers. The following
are the product lines in Toyota’s product mix:
 Toyota automobiles
 Lexus automobiles
 Welcab series
 Marine products
 Spare parts and accessories
 Engines

 The company aims at lean manufacturing and
continuous improvement. It has well equipped
plants which can make large number of vehicles
simultaneously to increase the pace of
production.
 The company follows a Value based pricing
strategy which focuses on market competitors
and conditions

 The main target is to provide access of products at
places where targeted customers can easily access
it.
 Chains of dealership and retailers are main
distribution channels across the globe.
 The company has integrated its manufacturing line
into single giant network to cater the needs of local
markets and distribute it through its channels.

 In India, the company works in a joint venture
with Kirloskar Group.
 Toyota Kirloskar Motor is a subsidiary of Toyota
Motor Corporation of Japan (with Kirloskar
Group as a minority owner), for the sales and
distribution of Toyota cars in India. It is currently
the 4th largest car maker in India

 Customer satisfaction is main priority of the
company. There were many times when they
called back certain vehicles due to minor
problems in them.
 To satisfy the needs of each segment of
customers, the company manufactures a whole
lot of different products ranging from luxury
segment, SUV’s, MPV’s, Vans and pickup trucks.

 Following are main
channels of product
promotions –
 TV ads, newspapers,
social media, websites
etc.
 Personal sell through
dealerships.
 Individual customer
interactions

 United States – Let’s go places!
 Japan – Fun to drive, again
 Indonesia – Let’s go beyond
 Malaysia – All about that drive
 Singapore – Always better
 Philippines – Moving forward
 Thailand – Mobility of happiness
 Bangladesh – The amazing
 India – Quality revolution

Unsuccessfull Brand
TATA NANO’s

 The Tata Nano was introduced at the 9th auto expo
by Tata Motors in New Delhi, India on Jan. 10,2008.
 Car delivery to customers started in July,2009.
 Tata Nano is made for medium class family , it is
small, affordable and stylish cars.
 The car itself is expected to boost the Indian
economy as well as the Indian car market expanded
by 65%, according to rating agency CRISIL

 2010 :- business standard motoring Indian car of
the year
 2010 :- Bloomberg UTV-auto car of the year
 2010:- Edison awards, first place in the
transportation category
 2010:- Good design awards
 2014:- India's most hatchback car according to
The brand trust report 2014

Strengths
 Brand name(TATA)
 Low cost
 Fuel efficient
OPPORTUNITES
 Large market for selling
 Awareness in the market
 First car in low range
 can hit in global market
WEAKNESS
 Low power
 Not a status symbol
 limited features
THREATS
 Company rival
 Not sure to hit in rural and
semi-urban areas

 Positioning
 The target customers for Tata Nano were lower and middle income people,
who aspires to upgrade to 4 wheelers from 2 wheelers
 Tata motor’s tried to focus on the price factor developed “Price Positioning
Strategy” for Nano.
 Tata Nano tried to position itself as the most affordable car in the world
 The former chairman Mr. Ratan Tata has envisioned Nano to become a
People’s car
 Doesn’t have enough space
 Auto Rickshaw and cab drivers are looking Nano as an alternative.
 Can’t take rough roads

 Not suited at all to be used in
hilly terrains
 There were incidents of car
engine catching fire and
excess of heating
 Engine used to make a lot of
noise and people even started
comparing it with an auto
 Interiors were dull with
insufficient leg space
 The entire body of Nano was
very light and would get
spoilt even if slightly bumped

 It was promised and also publicized as to be the
1lakh rupee car of the Indian market.
 When it came for selling it costed around Rs, 25
thousand more

 Instead of becoming the Smart car of the Indian
Market, it became the “The Cheapest Car”.
 Car is regarded as a status symbol for the
customer.
 The USP of the Tata Nano “The car for every
Indian” ideally worked against it