10 step marketing plan for toyota innova group e

10 STEP
Marketing Plan for TOYOTA INNOVA
GROUP E
Jennifer Lorraine Yu
Benehlyn Tiu
Lynie Tumabini
October 2013
http://www.jenniferlorraineyu@blogspot.com

Disclaimer
This 10 Steps Marketing Plan for Toyota Innova is part of the
mandatory requirements of Prof. De Ungria’s marketing
management class.
The data included in this report are based on publicly available
data such as those on internet websites, news, magazines, and
public reports.
When appropriate, data are “masked” so as not to create
unexpected conflicts.
The reports are posted and linked on slideshare, blogs and
facebook so that it is easier to share.


Steps 1 to 5
Reliability builds Confidence
1.
2.
3.
4.

5.

Toyota Innova PTM are “Building Confidence for Young
Parents”
For growing family and having new businesses.
Can choose from Mitsubishi Adventure, Isuzu Crosswind,
Chevrolet Orlando, and Nissan Grand Livina
Gap is all other brands of the same category are known
for typical family AUB that has the capacity for seating a
number of people and spacious cabin.
Half year of 2013, market size has reached to 102,571
registered vehicles in the Phils., Toyota Innova sold 7,331
units, ranked no. 2 and niched 7.1% market share

http://bestsellingcarsblog.com/2013/09/05/philippines-6-months-2013-now-with-top-140-models-ranking/


Steps 6 to 10

Best Value for Money
6.

7.

8.

9.
10.

Toyota Innova is a MPV that has smart engine
power in 4 versions J,E,G & V; can choose from
standard feature to luxury; spacious cabin,
luxurious interior
Price varies from P 832k – P 1.246M depends on
the model
Uses ads such as media, newspaper and
magazine, websites, promotions, events &
experiences, public relations, and word of mouth
Stores are conveniently located nationwide
Uses differentiation approach, supply and
distribution leverage approach to win

1. Toyota Innova primary target
market (PTM) are “Building
Confidence for Young Parents”






35-40 yrs old, social class A,B & C, married
or single parent with kids.
Starting to have growing family and new
business.
Use daily, can reach in different destination
with comfort and share bonding moments
with loved ones; buy car once every 3 to 4
years.

2. PTM needs to boost its
confidence

Brings confidence and
optimistic value
Love of Family

Reference: Marketing Management 14 th Edition, Kotler


2. Young Parents needs, wants, &
demands
Young parents love of family strengthens and
restore its self-esteem.
Young parents choose Toyota Innova because it’s a
multi purpose vehicle, powerful engine, available
in different variants, safe drive, fuel efficient.
Young parents demand is to have an all purpose
vehicle, that has riding comfort with the style,
performance and security of SUV; best value for
money.

3a. Toyota Innova has various
alternatives


DIRECT:




INDIRECT:




Isuzu Crosswind, Mitsubishi Adventure, Chevrolet
Orlando, Nissan Grand Livina
SUVs, vans & pick-ups, sedans & hatchbacks, and
other non-MPVs/AUVs

VARIABLES:


Age, price , comfort, promotions , specifications,
accessories, performance , resale value,
versatility, availability, after sale service, credit
facility


3b. Toyota Innova is #1 in the
market for young growing family
and for new growing businesses
Age/Pric
e Matrix
Low
range
Middle
range
High
range
Reference: Top Gear
Magazine

20-35 yrs

35-55
yrs

Age vs Price
Matrix

55 yrs up

ADVENTUR
E
CROSSWIN
D

INNOVA

GRAND
LIVINA
ORLAND
O


Toyota Innova position itself as the
only MPV that offers variety to
choose from standard to luxury…

Functional Benefit vs Variant
Matrix

Functional Benefit

Chevrolet
Orlando

Isuzu
Crosswind

Mitsubishi
Adventure

Engine Displacement

1.8

2.5

2.5

Nissan
Grand
Livina
1.8

Engine Fuel Type

GAS

DIESEL

DIESEL

GAS

GAS/DIESE
L

Transmission Type

AT

MT/AT

MT

AT

MT/AT

Cruise Control

YES

NO

NO

YES

NO

Seating Capacity

7

7

5-9

7

8

Captain Chair

NO

NO

NO

NO

YES

Leatherette Upholstery

NO

NO

NO

YES

YES

Spacious Cabin

YES

YES

YES

YES

YES

Reference: Top Gear
Magazine


Toyota
Innova
2.0/2.5

4a. Innova positions strongly in a
differentiation market opportunity






Innova has competitive advantage in Diesel MT
models in terms of all functional benefits over
Mitsubishi Adventure & Isuzu Crosswind.
Isuzu Crosswind (MT-D), Nissan Grand Livina (ATGas) & Chevrolet Orlando (AT-Gas) are among the
closest competitors.
Toyota Innova has to add amenities and safety
features in Gas AT models to be more competitive
over Nissan Grand Livina and Chevrolet Orlando.

4b. Toyota Innova’s marketing
opportunity concentrates on the
reliability


Toyota Innova is the only MPV that has variety to
choose depending on…








comfort
budget
purpose

Has the highest rating in over-all performance in
its category
Other AUVs try to differ from its interior and
exterior appearance but the purpose are almost
the same.

Brand Positioning of Toyota and
Toyota Innova

Toyota Innova: “ All you Desire. ”

Source: http://toyota.com.ph/


4c. “Positioning” brand identity
from the maker…..






“Everyone Loves the Innova ” Its no wonder why the Innova
is the most love vehicle in the land. Made to be dynamic and
stylish to keep up with your drive to live life with the ones you
love.
The new, redesigned Innova became an instant favorite “for its
versatility that has attracted a wider area of the market.
“This is one of the reasons it has become the commercial
vehicle of choice for Filipino families across the country. It has
held the No. 1 position in the AUV segment since it was
introduced to the Philippine market seven years ago. This is a
true sign that Filipino customers have come to love the Innova
because of its Sure Advantages over the competition. Michinobu Sugata, Toyota Motor Philippines president

http://www.toyota.com.ph/vehicle-innova.php


5a. Based from the survey, Toyota
remains unbeatable with 41%
market share


Chamber of Auto Manufacturers in the Philippines Inc.
(Campi)
and
Truck
Manufacturers
Association (TMA)
members, as well as other manufacturers, report that their sales to either
of the two groups, sold a combined 41,702 units in the three-month
period, beaching the 40,000-mark in the first quarter for the first time.
Leading the performers for the first quarter of 2013:






Toyota Motors Philippines Corp. with a 41% market share
Mitsubishi Motors Philippines with 24%
Honda Cars Philippines followed with 9.51%
Isuzu Philippines Corp. 6.56%
Ford Philippines, 6.44%

Sales of Asian utility vehicles (AUV) and light trucks lagged behind the
rest of the industry, growing just 3.5 percent and 2.5 percent, respectively.
http://business.inquirer.net/119303/vehicle-sales-


5a. Estimated market size of vehicle
Total market share of commercial vehicle from
January to June 2013 = 102,571* (est. sales Php90B)

1.

Pos
1
2
3
4
5
6
7
8
9
10

Model
Toyota Vios
Toyota Innova
Mitsubishi Montero
Sport
Toyota Fortuner
Mitsubishi Mirage
Honda City
Toyota Hiace
Isuzu Crosswind
Toyota Avanza
Toyota Hilux

6m
2013

% Mkt

May-June

Pos

2012

8,895
7,331

Share
8.70%
7.10%

3,129
2,742

1
2

1
2

6,969

6.80%

2,584

3

3

6,364
4,084
3,931
3,514
3,431
3,385
3,330

6.20%
4.00%
3.80%
3.40%
3.30%
3.30%
3.20%

2,264
1,362
1,246
1,252
1,129
1,122
1,131

4
5
7
6
10
11
9

4
n/a
9
10
7
5
11

* first time the 100,000 sales-milestone is passed after just 6 months
http://bestsellingcarsblog.com/2013/09/05/philippines-6-months-2013-now-with-top-140-modelsranking/


5a. Estimated market size of vehicle
Best Selling car

Rank
2012 1
2

2011

2010

3

1
2
3

1
2
3
4
5

Toyota Vios
Toyota Innova
Mitsubishi Montero Sports

Total Industry Sales:

Toyota Vios
Toyota Innova


Toyota Vios
Toyota Innova
Honda City
Toyota Fortuner


Make

Units Sold
14,979
11,805
11,798

182,955
14,979
11,805
11,798
164,825
15,391
12,608
12,247
8,914
7,548
168,490

http://bestsellingcarsblog.com/2013/01/16/philippines-full-year2012-toyota-leads-mitsubishi-at-world-best/


5b. Toyota claims 40% market
share in the Philippines

As of 1st quarter of 2013

http://motioncars.inquirer.net/9319/ph-on-course-to-breach-200000-unit-mark


5b. Estimated market size of Toyota
Innova











Toyota Motor Philippines Corp. continued to lead the market, accounting for
a 40-percent share of total sales over a half year of 2013 (est. sales Php 36B=
P90B x 40%)
Total market share of commercial vehicle from January to June 2013 was
102,571 units registered (est. sales Php 90B=P6.5B/7.2%)
Innova ranked no. 2 with the total units sold of 7,331 or 7.2% market share.
Estimated sales in value is P 6.5B (lowest SRP P887k x 7331)
Last year, Innova ranked no.2 with 11,805 units sold or 6.5% market share
(est. ave SRP P887k x 11805 = P10.4B)
2012 total market size = P161B
For Toyota Motor Philippines, the Innova’s market performance has been
considered nothing short of phenomenal. As a testament to the demand for
the Innova, every 16.7 minutes a newly assembled Innova rolls out the gates
of Toyota Motor Philippines plant.

http://business.inquirer.net/47911/toyota-innova-the-filipino-everyman%E2%80%99s-mpv


5c. Consumer’s choice: Toyota

http://www.topgear.com.ph/news/industry-news/philippine-car-sales-figures-for-june-2013


5c. Estimated market size of vehicle
based on consumer data 2012…






Est. total nationwide capacity per annum is
200,000
Average capacity per day 550
Estimated total investment for 2012 = P120B
Out of 95.8M population in 2012, 34.5B
age range from 15 & up

http://www.nscb.gov.ph/ncs/12thNCS/abstract/invited/IPS-Industry,%20Trade%20&%20Business
%20Statistics_Mills.pdf
http://www.indexmundi.com/philippines/demographics_profile.html


5. Concluded that vehicle market
size was Php 161B in 2012
Competitor data= P161B
(182,955 units)
2.Company data = P161B
(11,805 units x lowest SRP Innova P887k /
6.5%)
3.Customer Usage data = P120B
(200,000 units)
1.


6a.Toyota Innova, like other
AUVs, has sophisticated design


6a.Toyota Innova’s Direct and
Indirect competitors

DIRECT
INDIRECT
COMPETITORS
COMPETITORS

6a. Innova and other cars point of
sales are in showroom, car fair,
company website……


6b. What makes Innova
different as a product?






Only Innova carried on the highly successful IMV
[Innovative International Multi-purpose Vehicle] platform
features the riding comfort of a passenger car coupled
with the style, performance and security of a sport utility
vehicle.
uses engine range of VVT-i and D4D boast of integrated
technologies


6b. Innova is the only MPV that has
variety of choices


7. Vehicle prices vary from engine
specifications DSL A/T model: Innova’s
price is more
flexible than Sportivo
PRICE
as of 9/1/2013

TOYOTA

MITSUBISHI

ISUZU

CHEVROLET

NISSAN

INNOVA

ADVENTURE

CROSSWIND

ORLANDO

GRAND LIVINA

DIESEL/AT
SPORTIVO X AT 8 SEATER

2.5 V DSL AT WP

           1,205,000

        1,246,000

2.5 V DSL AT

        1,231,000

2.5 G LMT DSL AT WP

        1,228,000

2.5 G LMT DSL AT

        1,213,000

2.5 G DSL AT WP

        1,186,000

2.5 G DSL AT

        1,171,000

2.5 E DSL AT

        1,057,000


DSL M/T model: Innova’s price
range is > than Adventure &
Crosswind
PRICE
as of 9/1/2013

SUPER SPORT DSL SE
GLS SPORT 2.5 MT
GLX SE 2.5 MT
GX DSL
TX 2.5 MT
SPORTIVO X MT 8 SEATER
SPORTIVO X JS MT 9 SEATER
XT MT 10 SEATER
XL MT 10 SEATER
XS MT 6 SEATER
2.5 G LMT DSL MT WP
2.5 G LMT DSL MT
2.5 G DSL MT WP
2.5 G DSL MT
2.5 E DSL MT
2.5 J DSL MT

MITSUBISHI

ISUZU

CHEVROLET

NISSAN

INNOVA

DIESEL/MT

TOYOTA

ADVENTURE

CROSSWIND

ORLANDO

GRAND LIVINA

        1,163,000
        1,148,000
        1,121,000
        1,106,000
            992,000
            887,000

             963,000
             913,000
             853,000
             718,000
             675,000

           1,140,000
           1,140,000
              883,000
              794,000
              750,000


GAS A/T model: Grand Livina <
Innova < Chevrolet Orlando
PRICE
as of 9/1/2013

GAS/AT

TOYOTA
INNOVA

MITSUBISHI
ADVENTURE

ISUZU
CROSSWIND

CHEVROLET
ORLANDO

NISSAN
GRAND LIVINA

            1,238,888



ELEGANCE 1.8L AT

              1,008,000

LUXURY 1.8L AT
2.0 V GAS AT WP
2.0 V GAS AT
2.0 G GAS AT WP
2.0 G GAS AT
2.0 E GAS AT

        1,191,000
        1,176,000
        1,131,000
        1,116,000
        1,002,000

                  928,000

1.8 LT


Innova has no competitor in
GAS M/T model
PRICE
as of 9/1/2013

TOYOTA

MITSUBISHI

ISUZU

CHEVROLET

NISSAN

INNOVA

ADVENTURE

CROSSWIND

ORLANDO

GRAND LIVINA

GAS/MT

2.0 G GAS MT WP

        1,066,000

2.0 G GAS MT

        1,051,000

2.0 E GAS MT

            937,000

2.0 J GAS MT

            832,000


PRICE ANALYSIS TABLE
PRICE ANALYSIS

as of 9/1/2013

ADVENTURE

INNOVA

HI-END

CROSSWIND

LOW-END

HI-END

CHEVROLET ORLANDO

LOW-END

HI-END

GRAND LIVINA

LOW-END

HI-END

LOW-END

DSL A/T

3.4% >

14% <

DSL M/T

20% >

31% >

2% >

18% >

GAS A/T

4% <

18% >

8% >

GAS M/T


Concluded that Toyota Innova…









2.5 E DSL A/T model is 14% cheaper than Sportivo X
A/T
DSL M/T is 2% - 18% higher than Crosswind and
20%-31% higher than Adventure
Gas A/T is 4% lower than Chevrolet Orlando and 8%
- 18% higher than Grand Livina
Has no competitor in GAS M/T model
Use Differentiated Pricing strategy model

8a. Toyota Innova uses a variety of ads,
discount promos, events & experiences,
and word of mouth


8a. Magazine features of Toyota Innova


8a. Toyota Innova advertising its 25th
year “A symbol of success and of moving
forward together.”

Reference: http://toyota.com.ph/


8a.Toyota’s “Pay Low” Promo


8a. Events & Experiences of driving
Toyota Innova

http://business.inquirer.net/47911/toyota-innova-the-filipino-everyman%E2%80%99s-mpv


8a. Public Relation: Toyota cited
for Environment Excellence


8a. Spreading the word of Toyota Innova


8b.Mitsubishi Adventure for OFW and
Public Utility Vehicle


8b. Isuzu Crosswind empowering people
the versatility ride and adopting the
lifestyle of the people


8b. Chevrolet Orlando emphasizes on
the seat comfort and flexibility of
cargo space

Theater-style seating arrangements


8b. Nissan Grand Livina focuses on
the luxury and comfort


9.Toyota has dealers nationwide


Dealers from different parts of Philippines


Metro Manila




Luzon







6 dealership stores

Mindanao




10 dealership stores

Visayas




16 dealership stores

3 dealership stores

Order/inquire thru phone, email, or personal
Can pick-up or deliver the vehicle
Payment can be on cash, installment, or loan (thru
banks or in-house)

10. Toyota uses Supply and
Distribution leverage and
Differentiation strategies to win!












Toyota is no. 1 in supply and distribution leverage.
Toyota has plant located in Sta. Rosa, Laguna.
Dealers are conveniently located in different places
that it is accessible for the customers.
Toyota Innova has many variants to choose from
standard to luxury.
Toyota Innova is assembled in the Philippines.
Parts are available, no problem in repair and
maintenance.
Prices are reasonable.
Best value for money.

SUMMARY


Steps 1 to 5
Reliability builds Confidence
1.
2.
3.
4.

5.

Toyota Innova PTM are “Building Confidence for Young
Parents”
For growing family and having new businesses.
Can choose from Mitsubishi Adventure, Isuzu Crosswind,
Chevrolet Orlando, and Nissan Grand Livina
Gap is all other brands of the same category are known
for typical family AUB that has the capacity for seating a
number of people and spacious cabin.
Half year of 2013, market size has reached to 102,571
registered vehicles in the Phils., Toyota Innova sold 7,331
units, ranked no. 2 and niched 7.1% market share

http://bestsellingcarsblog.com/2013/09/05/philippines-6-months-2013-now-with-top-140-models-ranking/

Steps 6 to 10

Best Value for Money
6.

7.

8.

9.
10.

Toyota Innova is a MPV that has smart engine
power in 4 versions J,E,G & V; can choose from
standard feature to luxury; spacious cabin,
luxurious interior
Price varies from P 832k – P 1.246M depends on
the model
Uses ads such as media, newspaper and
magazine, websites, promotions, events &
experiences, and word of mouth
Stores are conveniently located nationwide
Uses differentiation approach, supply and
distribution leverage approach to win

10 STEP
Marketing Plan for TOYOTA INNOVA
Jennifer Lorraine Yu
Benelyn Tan
Lynie Tumabini
October 2013

10 step marketing plan for toyota innova group e

Recomendados

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (20)

Destaque

Destaque (16)

Semelhante a 10 step marketing plan for toyota innova group e

Semelhante a 10 step marketing plan for toyota innova group e (20)

Último

Último (20)

10 step marketing plan for toyota innova group e