Toyota differentiates its products through customization, reliability, and features. It maintains a product mix that ranges from inexpensive to luxury vehicles to appeal to all customers. Toyota's advertising campaigns vary by country and model to build strong bonds with customers. It aims for high market share and growth through superior quality, innovation, mass customization techniques, and product placements. However, overfilling production lines has sometimes led to recalls from technical issues that hurt brands.
7. PRODUCT MIX cont.
Maintaining the attractive mix between Value, Price and
Benefit.
From Inexpensive to
Luxury, Toyota has
Innovative and
reliable products for
each and everybody
out there
8. ADVERTISING
• Toyota’s advertising campaign varies with countries to make
strong bond with their customers.
US- Let's Go Places
India- Quality Revolution
Japan- Fun to Drive, Again.
• Different Marketing for different models
• Attractive Product Placements
9.
10.
11.
12. • Superior Quality and Reliability
• Modernization and Innovation
• Line Filling
• Production techniques and mass customization
13.
14.
15.
16. • Its in complement with their remarkable production
techniques
• Toyota’s target has been always high market share
and market growth
• Sales and Profit reasons
17. Sometimes, they have over-filled their production line,
leading to faulty products and large recalls
Their cars suffered from various technical glitches and it
affected many of its brands
18.
19. RECAP
• History
• Toyota’s Brand image and positioning
• Its product differentiation
• Product Mix
• Advertising
• Production Technique
• Questions 1 and 2 from mini case
20.
21. DISCLAIMER
Created by Rohan Singh, IIT Bombay, during a Marketing internship
under Professor Sameer Mathur, IIM Lucknow
