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Executive Communication

IIPM Tower, 893/4 Bhandarkar Road, Deccan Gymkhana, Pune - 411004 http://www.iipm.edu

Date : December 21st 2009

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The Land of the Rising Sun!

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JAPAN

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Introduction

Rajwin, CEO, Toyota Global

Cheryl, Communications & PR Head, Toyota Global

Sagar, Marketing Guru, Toyota Global

Aditya, IT Head, Toyota Global

Pratik, COO, Toyota Global

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The Toyota Way

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Vision & Mission

Hiroshi Okuda, Chairman

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Mission Statement

Toyota seeks to create a more prosperoussociety through automotive manufacturing.

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Vision Statement :

Toyota aims to achieve long-term, stablegrowth in harmony with the environment,the global economy, the local communitiesit serves, and its stakeholders.

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The Golden Period

Kiichiro Toyoda founded Toyota in 1933

Its first vehicles were the A1 passenger car and the G1 in 1935

Toyota was established as an independent company in 1937.

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A1 Prototype -- 1935

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G1 Prototype -- 1935

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Origin of the Name

Earlier it was Toyoda --- トヨダ In September 1936, the company ran a public competition

to design a new name.

The newly formed word registered, Toyota --- トヨタ

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Origin of Logo

Three ovals

Two perpendicular ovals represent a relationship of mutual trust between customer and the company .

The bigger oval implies global expansion of Toyota’s technology and unlimited potential for future.

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Toyota….in a nutshell

Toyota also owns and operates Lexus and Scion brands and 655 other subsidiaries

Toyota is headquartered in Toyota City, Aichi and in Tokyo

Toyota's small-sized vehicles were sold under the name “Toyopet”

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Marketing Application

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4P’s Strategy at Toyota

Product is anything that can be offered to the market to satisfy a want or need including…

Physical goods ,Services , Experiences,Events,Person, Organization, Information and ideas.

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Product Mix

SEDAN

1. COROLLA ALTIS2. COROLLA ALTIS SPORT3. CAMRY

SUV/MUV

1. TOYOTA INNOVA2. FORTUNER3. PRADO 4. LAND CRUISER

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Pricing Strategy

Optional-Feature Pricing : e.g. an Innova customer can order mud flaps, side steppers or other accessories.

Promotional Pricing : 1) Low Interest financing : This technique is for short period and is mainly used in festive seasons.

2) Longer Payment Terms : The company stretches loans over longer periods and thus lowers the monthly payments.

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Demographic segmentation

Family size:Large family size as in India would Increase opportunities for groth in sales of Innova or Fortuner .

Income:People falling in category of upper middle high income group and who have ability and willingness to buy ,would go in for Toyota cars like land cruiser,prado,camry,etc.

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Psychographic segmentation

Social class:

People who belong to upper middle class and higher social status would opt for SUVs /MUV’s or sedan like camry etc.

Personality:People who are in sporty attitude having unique style statement would settle for Toyota Altis sport model or Fortuner which would exhilarate their senses.

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Behavioral segmentation

Occasions:Festive seasons like DIWALI,NEW YEAR because of low interest financing and discount people go in for purchase of cars. so more growth.

Benefits:On purchase of a car , customer would also look for various benefits adjoined with the main product like Bluetooth connectivtiy.HID headlamps, cruise control etc.

Attitude :Person desiring an executive look ,would surely settle for corolla or Camry ,whereas people desiring for sturdy yet sporty look would rather go for Fortuner as it redefines the way you move with art of power.

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Promotion

TOYOTA uses many different techniques of advertising as most of Print advertisement of TOYOTA COROLLA are individually targeted at factors like comfort, performance, styling, power, leg room and driving pleasure.

The commercials mainly target at Indian youth and young executives.

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INNOVA "All you desire"

Very few actors in Bollywood possess the international standards of expertise that Aamir Khan does.

Aamir managed to carve out a niche for himself among the superstars as well as changed his persona in tune with the character he was playing incase of “Toyota Innova”.

It is precisely this characteristic of this talented actor that is sought to be celebrated in the Toyota Innova advertisement.

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Personal Selling

Personal selling involves two-way, personal communication between sales people and other customers.

Personal selling largely takes place at the dealer’s end. The way the customer is attended depends mainly on the dealer as he acts as an interface between the company and the customer.

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Direct Marketing

Direct marketing is the use of consumer-direct channels to reach and deliver goods and services to customers without using The marketing middlemen.

Company officials directly contact the prospective buyers with the information available through various sources

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Pioneer Toyota website

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Sales Promotion

Toyota Company uses major sources of sales promotion such as Trade fairs, like auto expo, motor shows.

In these fairs, the company showcase its various varieties of car. These fairs help customers to draw comparison between different cars on the basis of color, features etc.

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Bricks and ClicksInternet Business model

Marriage of traditional ways to conduct a business

Internet ways to react with customers

Integrated way with internet sales channels.

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Typical advantages of Bricks and Clicks

Core competencies

Existing supplier networks

Brand equity

Trust (perceived stability)

Organizational learning

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Application

Take the Test-Drive…now Online!

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Innovation

Anti-lock braking system

Brake assist system

Traction Control

Vehicle Stability Control

Lane-Keeping Assists

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Innovation Hybrid gas-electric vehicles

Advanced Parking Guidance System

Eight-speed automatic transmission

Four-speed electronically controlled automatic with buttons

for power & economy shifting

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Communications & PR

Honor the language and spirit of the law of every nation and undertake open and fair corporate activities to be a good corporate citizen of the world.

Respect the culture and customs of every nation

Pursue growth in harmony with the global community through innovative management

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Importance of Advertisement

Communication – The life-blood of a Business organization

How do you convince a doubting public your truck is tough? “To what extent the brand equity of high-involvement products influence the consumers’ purchase decision

We believe that if you can dream it you can do it”

 

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Advertisement January 2009

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Advertisement (Last Week)

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Thank you!