Presented By:Manisha KumariNeha MalpaniNisha FelicineMadhulika ShomeVarun Karunakar

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CONTENT

• Introduction• Competitive Frame• Product Hierarchy• Target Market• Point of Parity• Point of Difference• Conclusion

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INTRODUCTION

• They are rated 8th on Forbes’ World’s Most Valuable Brands.• In India, sells cars via Toyota Kirloskar Motors.• Opened up on 6/10/97.• Fourth largest car maker in India.• As a brand, focus is on Quality and Revolution.• Demonstrated by application of Kaizen and

TPS.3

BRAND MANTRA

• When launched in US it was seen as cheap import, but now its considered reliable and respectable.

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PRODUCT HEIRARCHY

SEDANS –• Etios• Altis• Camry

HATCHBACKS -

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Etios Liva Etios cross

PRODUCT HEIRARCHY

MUVs –Innova

SUVs -

HYBRIDS –Prius

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Fortuner Land Cruiser Prado Land Cruiser 200

COMPETITIVE FRAME OF REFERENCE

• Target consumers spread across various age and income groups.• Main competitors – Ford, Volkswagen, Honda,

Mahindra etc.• Offerings in all categories of cars.• They use both differentiation and low cost as generic

strategies.• They score high on consumer perception on

attributes like Reliability, Quality & Value for money.• Focus on the rural areas in recent times. 7

TARGET MARKET• Demographic SegmentationFamily Size: Large family size as in India increases sales of

Innova and Fortuner.Income: upper middle and high income group who have

ability and willingness to buy cars like Camry, Land Cruiser.

• Psychographic Segmentation:Social Class: MUVs, SUVs and sedans for upper middle

class and higher social status.Personality: Sporty attitude and unique style status people

would settle for Altis. 8

POINTS OF PARITY

• Features are commonly shared across competitors.• For most consumers, it is a matter of personal

tastes.• Promises of quality and reliability do not make the

brand stand out.• Price points make the Indian market highly

competitive.

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POINTS OF DIFFERENCE

• Leaders in green cars development.• MUV- Innova beats cars like Renault Lodgy, MS

Ertiga, Honda Mobilio etc in terms of dimensions, seating space.• Sedan- Jetta, Elantra, Skoda Octavia Price points

give Toyota an edge in the sedan segment.• SUV segment – Ford Endeavor Thunder+, Pajero,

Honda CR-V, Chevrolet Captiva, Fortuner still leads the market.

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RELIABILITY

QUALITY

EASY MAINTENANCE

CLASS

PERFORMANCE

RESALE

ADVERTISING

COMFORT

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WHY TOYOTA?

• Promise of Quality and Revolution.• Delivers on this promise by focusing on continuous

improvements and empowered employees.• TPS is a benchmark production system for other

auto manufacturers.• Focus on customer needs – the Innova.

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THANK YOU

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