Toyota was established in 1933 as a weaving machine company and launched its first car in 1936. It has become the second largest vehicle manufacturer through a commitment to quality, innovation, and sustainability. Toyota is known for its reliable, repairable, and affordable vehicles. It pioneered lean manufacturing techniques that improved production efficiency. Toyota offers customized options, fuel efficient vehicles across price ranges, and excellent maintenance and warranty programs. Its collaboration with BMW and segmentation strategy targeting different income groups have contributed to its global success.

2. What does Toyota do?

3. HHHI
History
Established in 1933 out of Sakichi Toyota's weaving
machine company
Launched first car in 1936(AA model car)
First Global Expansion in 1959 at Brazil
As of 2016 Toyota is second largest vehicle
manufacturing company in the world

4. VISION
• Through commitment to quality, constant innovation
and respect for the planet and aim to exceed
expectations

5. What made Toyota so successful?

6. Brand positioning
• The aspects that differentiate Toyota from other
companies are
•
"RELIABILITY","REPAIRABILITY","STYLE","MAINTENANCE"
and other aspects.

7. Reliability
• Toyota has consistently ranked high on quality and reliable
Machine for commuters
It has increased its market share from 2012 to 2015 with an
increase of 2 cars per every hundred cars sold

8. Differentiation on performance
• Toyota has a wide range of cars based on their performance
• Some of them are
• Toyota Supra
• CamryV6
• Innova
• MR2 turbo

9. Customization
• Toyota has bought many customized cars into market as per
consumer tastes

10. Lean Manufacturing
• With mastery of lean manufacturing and continuous
improvement its plants can make as many as 8 models at a
time catering to increase in market demand

11. Maintenance and service
• No cost maintenance plan and roadside assistance
• Reasonable service costs

12. Category and product differentiation
• Toyota has produced fuel efficient cars as per customer
requirement
• It has also brought spacious cars into markets
• It has produced sporty and affordable cars attracting youth

13. Segmentation
Based on customer income and their affordabilityToyota has
launched many cars in different price ranges
The following are prices of some cars according to range
Land Cruiser 1.6 crores
Fortuner 37 lakhs
Etios liva 7 lakhs

14. Co-Branding and Ingredient Branding
of Toyota

15. Collaboration with BMW
• Toyota and BMW are working together to bring a mid sized
sports car
• Toyota is sharing its knowledge on environment friendly fuel
cell technology
• Whereas BMW on technology and engine dynamics

16. Warranty and Guarantee
• Toyota provides 5 year warranty for 100000 miles
• Extended Warranty for hybrids

17. Has Toyota done right thing by
manufacturing a car brand for everyone?
• Toyota has done right thing because it can improve its market
share and market growth
• To increase profits and sales

18. Why Toyota was able to grow so much
bigger than any other auto manufacturer
• Line modernization
• Line filling
• Production techniques and mass communication

19. Toyota has got the hearts of many customers through its
quality, reliability, maintenance, service and affordable
costs. Though faced some troubles in its growth ultimately
it has succeeded and it has got a lot to do in future

21. Created by Lakshmi Narayana, CBIT Hyderabad,
during a Marketing Internship by Prof Sameer Mathur,
IIM Lucknow