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Presented By:

Manisha Kumari
Neha Malpani
Nisha Felicine
Madhulika Shome
Varun Karunakar

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 Worlds
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.

BRAND MANTRA

When launched in US it was seen as cheap import,


but now its considered reliable and respectable.

PRODUCT HEIRARCHY
Etios Liva

Etios cross

HATCHBACKS -

SEDANS

Etios
Altis
Camr
y

PRODUCT HEIRARCHY
MUVs
Innova
Fortuner

Land Cruiser Prado

Land Cruiser 200

SUVs -

HYBRIDS
Prius

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.

TARGET MARKET
Demographic Segmentation
Family 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.

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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RELIABILIT
Y

PERFORMANC
E

EASY
MAINTENANC
E

QUALITY

RESALE

ADVERTISIN
G

CLASS

COMFOR
T
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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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