toyota marketing services

STP segmentation, targeting and positioning

4Ps of TOYOTA

SWOT Analysis

Flower of services

Other Services

Marketing Strategies

Website

• Industry: Automotive Robotics Financial services• Products: Automobile• Founded: August 28, 1937 • Founder(s): Kiichiro Toyoda• Key people: Fujio Cho (Chairman), Akio Toyoda (President and CEO

)• Headquarters Toyota, Aichi, Japan• Employees: 324,747 (2012)• Subsidiaries 522 (Toyota Group)

Toyota India Hino Motors, Ltd. Daihatsu Motor Co., Ltd. Toyota Financial Services

• Website: Toyota Global• Area served: Worldwide

MISSION Toyota seeks to create a more prosperous society through automotive manufacturing. 

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

Segmentation

Toyota’s segmentation and target market is guided by its philosophy of

‘right car in the right place’:

• It has segmented all the countries across the globe as its market

• All of toyota's vehicles speak to a different consumer segmentation.

• Based on income, gender, life cycle stages, needs/desires, etc.

• Vehicles are designed so as to attract on the basis of lifestyle choices and specific

attitudes.

• Toyota uses a psychographic and behavioral approach to segmenting the market

Target The prius:

• targets on conscious consumers who place an importance on the environment• targets individuals that want to save at the gas pumps. • targets individuals that care about safety, family, quality, etc.

The tundra: • Targets on consumers interested in functionality and recreation.

The lexus: • targets a more sophisticated, "classy" consumer, individuals interested in style,

luxury, comfort, status etc.• targets the middle aged consumer who care about family, safety, security,

prestige....all wrapped up in a stylish bow.

Trucks:• truck lovers or professional who need trucks

Positioning

Price

Price

Place

Products 70 different models sold under its name TOYOTA

• VANS: Sienna, Previa, Tarago, Estima

• TRUCKS: T100, Tacoma(4x2&4x4), Tundra CrewMax(4x2&4x4), Tundra Double Cap(4x2&4x4), Tundra Regular Cap(4x2&4x4)

• SEDANS: Avalon, Camry, Corolla, ECHO, Prius

• SUVs: 4Runner, FJ Cruiser, Highlander, Highlander hybrid, Land cruiser, RAV4, Venza, etc.

• WAGONS: Prius plug-in, Prius V, Pruis C, etc.

• Tercel, Supra, Yaris, etc....

PromotionTOYOTA uses:

• show room,

• advertisement,

• free drive plan,

• special offer and exhibitions,

• after sales services,

• Toyota’s blog: (http://blog.toyota.com)

• TV programme,

• Websites (http://www.toyota-global.com/)

as a means of promotional strategy.

SWOT AnalysisLocation of Factor TYPE OF FACTOR

Favorable Unfavorable

Internal Strengths

Strong financial performance

Brand image

Strong performance in Asia region

Research and development activities

Toyota production system

Weaknesses

Poor profitability of ‘financial services’ segment

Expenses related to post retirement benefits for employees

External Opportunities

Increasing demand for hybrid electric vehicles

Opportunities in Asian market

New models

Threats

Economic slowdown

Competition in the global automotive

market

Tightening emission standards

Appreciating Japanese Yen against US Dollar

Toyota’s Strategy

• Increase competitive strength through advanced technology:

Environmental technology (fuel consumption, emission, recoverability)

Hybrid vehicles and next generation fuel cells

Cost-reduction(discontinuation, integration of older models )

• Increased emphasis on financial services and information communication system

Flower of services

Other services

• Financial services:

Car loan and car leasing including Classic or Choices finance, operating leases, Vantage leases, Driveway & Toyota Payment

Protection products including car insurance, vehicle warranties and servicing into one easy monthly payment.

Payment Protection Insurance, a quick, easy and affordable way to make sure you can keep up your payments in the event of an accident, illness or death. Boat loans: online quote to apply for a boat finance with their online loan application form

• Robotics:

Honda’s ASIMO robot, Toyota’s new humanoid prototype, stands 130cm tall and weighs 50Kg, seven degrees of freedom on his legs (run 7km/h)

Worldwide Presence

Why Toyota is Successful? • Continuous improvement.

• Customer Satisfaction.

• Quality Products.

• Unique Production System

• . Respect for people.

• Segmentation, targeting, and positioning nurtured by its variety of offers and product attributes.

Websitehttp://www.toyota-global.com/

Thank you for your attention