Brand Launch

1. 10 STEPS Marketing Plan for Toyota – Shaw Boulevard Mandaluyong Rainier A. Abing February 2010

2. 10 STEPS Marketing Plan for Toyota – Shaw Boulevard Mandaluyong Rainier A. Abing February 2010

7. Positioning to the Primary Target Market Part 1: Steps 1 to 5

17. Toyota Shaw is #1 in niche: high and medium price for Classes A & B in Mandaluyong City Price vs. Status Matrix T M T M T PGA H N N H Price/ Age Matrix Class A Class B Class C Class D High price Medium Price

18. Toyota Shaw unique positioning is shown in this competitive map Toyota Parts availability and production lead time: Business Description - Unit Assembly & Sales Km 15 S Superhighway Paranaque CPO, Manila1700, Philippines Positioning vs. Brand Matrix

22. 5a. Toyota Sets Record Breaking Sales in 2009 SOURCE: http://www.toyotashaw.com/news/?newsID=14 “ This gives them a total of 46,193 units sold for the year, capturing 34.9% of the market.” expressed Yuji Goto, Executive Vice President.

27. The Marketing Mix Strategy Part 2: Steps 6 to 10

28. 6a. Photo of product category

29. 6a. Photo of product category CX-7 Mazda 3 Mazda 6

30. 6a. Photo of product category MX-5 CX-9 BT-50 Tribute

31. 6a. Automobile category is dominated by major brands PGA

33. 7. Price (Toyota Shaw) Model Variant Price AVANZA 1.3 J M/T Php592,000.00 AVANZA 1.5 G A/T Php813,000.00 AVANZA 1.5 G M/T Php778,000.00 CAMRY 2.4 G A/T Php1,431,000.00 CAMRY 2.4 G A/T (White Pearl) Php1,446,000.00 CAMRY 2.4 V A/T Php1,646,000.00 CAMRY 2.4 V A/T (White Pearl) Php1,661,000.00 CAMRY 3.5 Q V6 A/T Php1,990,000.00 CAMRY 3.5 Q V6 A/T (White Pearl) Php2,005,000.00 COROLLA ALTIS 1.6 E M/T Php774,000.00 COROLLA ALTIS 1.6 G A/T Php854,000.00 COROLLA ALTIS 1.6 G M/T Php818,000.00 COROLLA ALTIS 1.6 V A/T Php910,000.00 COROLLA ALTIS 1.8 V A/T Php1,035,000.00 FORTUNER 4x2 G 2.5 Dsl A/T Php1,418,000.00 FORTUNER 4x2 G 2.7 Gas A/T Php1,353,000.00 FORTUNER 4x4 V 3.0 Dsl A/T Php1,668,000.00 HILUX 4x2 E 2.5 Dsl M/T Php993,000.00 HILUX 4x2 G 2.7 Gas A/T Php1,087,000.00 HILUX 4x2 J 2.5 Dsl M/T Php790,000.00 HILUX 4x4 G 3.0 Dsl A/T Php1,415,000.00 HILUX 4x4 G 3.0 Dsl M/T Php1,359,000.00 Land Cruiser '07 LC200 4.5 Dsl A/T (leather) Php4,065,000.00 Land Cruiser Prado 3.0 A/T Php2,883,000.00 Land Cruiser Prado 3.0 M/T Php2,783,000.00 RAV4 2.4 Gas A/T Php1,425,000.00 RAV4 4x2 2.4 Gas A/T (White Pearl) Php1,440,000.00 RAV4 4x4 2.4 Gas A/T Php1,785,000.00 RAV4 4x4 2.4 Gas A/T (White Pearl) Php1,800,000.00 VIOS 1.3 E M/T Php649,000.00 VIOS 1.3 J M/T Php575,000.00 VIOS 1.5 G A/T Php765,000.00 VIOS 1.5 G A/T (w/ Leather) Php811,000.00 VIOS 1.5 G M/T Php730,000.00 Yaris 1.5 Automatic Php748,000.00 Yaris 1.5 Manual Php713,000.00

34. 7. Price (Mazda Greenhills)

36. 8a. Toyota Great UP Greats 3 Source: http://www.toyotashaw.com/news/?newsID=16

37. 8a. Toyota Savings Spree Source: http://www.toyotashaw.com/news/?newsID=10

41. 8b. My promo stands out because… Our operational excellence as strategic weapon that creates a lot of choices that can possibly cater even lower class by offering them quality cars at more affordable rates.

47. 10 . The Toyota Way

49. 10 STEPS Marketing Plan for Toyota – Shaw Boulevard Mandaluyong Rainier A. Abing February 2010