This presentation was created by Ishmin Singh, BITS Pilani Goa during an internship under Prof. Sameer Mathur, IIM Lucknow.

1. TOYOTA – A
CASE STUDY

2. In 1936, Toyota started with
the Brand Promise:
“ensuring sustainable
growth by fostering
the virtuous circle”

3. By the turn of the millennium,
Toyota was the market
leader!!

4. How Toyota Flew to Success

5. Toyota’s Product Mix
• It pays attention to markets needs and
demands and acts accordingly.
• 51 manufacturing units in 26 nations across
the world.
• Associated with durability, quality,
sustainability, safety, innovation and
reliability.
• Nineteen car models, which are further
broken down into different categories.

6. Co-Branding
Launched Lexus Coach editions,
Toyota Tundra – Terminator, Sienna
– ET and Echo – Roxy models.

7. Advertisement

8. In the US, Toyota invested USD 2.09 billion in
advertising in 2014, out of which USD 959 million
was spent to produce and broadcast TV ads.

10. Hit some major
Roadblocks!

11. In 2009, It had
to recall 8
Million cars!
And incurred
estimated losses
of $6 billion!

12. President Toyoda said that they
sacrificed quality for growth and
apologised to the consumers.

14. So, has Toyota done the right thing
by manufacturing a brand for all?

15. YES, it surely has.
It allows it to create an extensive Product Line.

17. Saves from fluctuations
in a particular segment.

18. Toyota should try to gain the trust of the consumers through innovation and
delivering superior quality.

19. Build Company image
associated with continuous
improvement and superior
quality.

20. Summary
• Toyota became the market leader due to its philosophy of continuous development.
• It made products to suit the needs of different segment of the market.
• Also took cultures into account for advertising campaigns and that made it a success.
• However, it sacrificed quality for growth and soon failed and had to suffer huge losses.
• In the long run, continuous improvement and quality control are important factors.

21. DISCLAIMER
This presentation was created by Ishmin Singh, BITS Pilani Goa
during an internship under Prof. Sameer Mathur, IIM Lucknow.