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
Customer Satisfaction is
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
1. Demographic Segmentation
2. Psychographic Segmentation
The company has a keen focus on developing a clean
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
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
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:
Spare parts and accessories
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
The company follows a Value based pricing
strategy which focuses on market competitors
The main target is to provide access of products at
places where targeted customers can easily access
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
TV ads, newspapers,
social media, websites
Personal sell through
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
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
2010 :- Bloomberg UTV-auto car of the year
2010:- Edison awards, first place in the
2010:- Good design awards
2014:- India's most hatchback car according to
The brand trust report 2014
Large market for selling
Awareness in the market
First car in low range
can hit in global market
Not a status symbol
Not sure to hit in rural and
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
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
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
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
The USP of the Tata Nano “The car for every
Indian” ideally worked against it