10 step marketing plan v61 18

10 STEP

Marketing Plan for
TOYOTA INNOVA
Lynie J. Tumabini
October 2013

http://lynietumabini1.blogspot.com

Disclaimer
This 10 Step Marketing Plan for Toyota Innova is part of the
mandatory requirements of Prof. Remigio Joseph De
Ungria’s AGSB marketing management class.
The data included in this report are based on publicly
available data such as those on internet websites, news,
package declarations, 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 there is easier sharing among students
from different marketing classes.

Steps 1 to 5

Everyone loves the Innova
1.
2.

3.

4.

5.

Toyota Innova PTM are families and everyone
Who want an all purpose vehicle with excellent
performance and quality, safe drive, fuel & cost
efficient, comfortable, spacious, best value for money
Can choose Mitsubishi Adventure, Isuzu Crosswind,
Nissan Grand Livina, Mitsubishi Fuzion
Gap is all other brands of the same category are more
known for a typical family AUV focus mainly on fuel
efficiency , affordable price, and durability.
Half year of 2013, the market size is 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

Innova is best value for
money
6.

7.
8.
9.
10.

The New Innova is a MPV with smart engine
power in 4 versions J,E,G, & V, available in 22
variants, luxurious interior & spacious cabin
Price ranges from P 832k – P 1.246M
Uses TV & print ads, sales promotions, events
Has 32 dealers nationwide
Uses differentiation approach, new-market
segment & proactive marketing strategies

1. The New Innova primary target
market (PTM)*are families & everyone






30 yrs. old & above, male or female, S/M/HF/, managerial
level, social class A,B,& C
Working, driving with families as bonding moments during
weekends, driving kids to school, gimmick with friends,
meeting with clients, shopping at malls.
Buying cars once every 3 or 4 years, car loan, uses car
everyday at work, or school and other places.

*Exclusion of a certain demographic group in PTM does not mean

they do not buy the
product. Some do buy, but majority don’t which is why limited marketing resources are
best focused on PTM


Innova’s PTM needs…….
I need a valuable MPV to keep me on the go

To live life with the ones I love

Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler


6

2. PTM’s needs, wants &
demands
Needs: Car buyers need to belong (social), to be loved, to
gain self- esteem and to achieve self actualization.
Wants: Car buyers choose Toyota Innova because it’s a
multi purpose vehicle for family, stylish, luxurious &
spacious interior, powerful engine, prestigious, reliable
and versatile brand, availability of model and parts.
Demands: Car buyers expect to have safe drive, fuel
efficiency, riding comfort with the style, performance and
security of a SUV , best value for money.


3a. Toyota Innova has many
formidable competitors





Direct: Isuzu Crosswind and Mitsubishi Adventure
Indirect: SUVs, compact, sedan, other non
MPV/AUV.
Variables: Age, price, brand, style & looks,
comfort & convenience, durability, fuel efficiency,
variant, advertising, promotional scheme, multipurpose, versatility, availability of parts, resale
value, after sale service, credit facility & payments
flexibility.

Innova is the # 1 choice in the
wider area of market segment
Price vs. Age Matrix

Price/
Age
Matrix
High
price

0-13 yrs

16-24 yrs

as of 2013
25-49 yrs

50yrs up

Montero Sports

Innova

Low
Price

Crosswind

Vios
Mirage

Adventure


Innova positions itself as a
differentiator in the market
Benefit Positioning vs. Brand Matrix
Functional
Benefits

Toyota
Innova
2.5E D4-D MT

Misubishi
Adventure
2.5 GLS Sport-MT

WARRANTY
POWERTRAIN
CHASSIS
SUSPENSION
AMENITIES
SAFETY
FUEL EFFICIENCY
COMFORT
STYLE
RELIABILITY
VERSATILITY


as of 2013
Isuzu
Crosswind
XTI -MT

Innova has to add amenities and
safety features for AT-GAS models
Benefit Positioning vs. Brand Matrix
Functional
Benefits

Toyota
Innova
2.0G VVT-I AT

as of 2013

Nissan
Mitsubishi
Grand Livina XV
Fuzion
Elegance 1.8L AT 2.4 GLS Sport AT

WARRANTY
POWERTRAIN
CHASSIS
SUSPENSION
AMENITIES
SAFETY
FUEL EFFICIENCY
COMFORT
STYLE
RELIABILITY
VERSATILITY


4. 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) & Mitsubishi Fuzion (AT-Gas) are among the
closest competitors.
Innova has to add amenities and safety features in
Gas AT models to be more competitive over Nissan
Grand Livina and Mitsubishi Fuzion.

Continuation…..

4. Innova is the only all-purpose
vehicle for everyone that…..








raised its level to a highly successful innovative MPV
made to be dynamic and stylish to keep up your drive to
live life with the ones you love
provides a riding comfort with the style, performance and
security of SUV
best value for money
highest rating in over-all performance in its category

Traditional positioning emphasis on a family vehicle, that is
fuel efficient, affordable, spacious and safe drive.

Continuation…..

4. “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. Estimated market size of vehicle
based from the survey
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

6m
2013

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

% 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

Make

Mitsubishi Montero Sports

Total Industry Sales:

Toyota Vios
Toyota Innova


Toyota Vios
Toyota Innova
Honda City
Toyota Fortuner


11,798

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


Units Sold
14,979
11,805

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

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.

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 is Php 161B
Using 2012 data:
1.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)

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


In DSL A/T model, Innova’s price
is more flexible than Sportivo
PRICE
as of 9/1/2013

TOYOTA

MITSUBISHI

ISUZU

MITSUBISHI

NISSAN

INNOVA

ADVENTURE

CROSSWIND

FUZION

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


In 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

TSUBISHI

NISSAN

INNOVA

DIESEL/MT

TOYOTA

ADVENTURE

CROSSWIND

FUZION

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


In GAS A/T model, Innova’s price range
is > than Fuzion & Grand Livina
PRICE
as of 9/1/2013

GAS/AT

TOYOTA
INNOVA

MITSUBISHI
ADVENTURE

ISUZU
CROSSWIND

MITSUBISHI
FUZION

NISSAN
GRAND LIVINA

GLS SPORT GAS AT

            1,150,000

GLX GAS AT

                950,000

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


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

TOYOTA

MITSUBISHI

ISUZU

MITSUBISHI

NISSAN

INNOVA

ADVENTURE

CROSSWIND

FUZION

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

FUZION

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% >

5% >

18% >

8% >

GAS M/T


Concluded that 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 2031% higher than Adventure
Gas A/T is 4% - 5% higher than Fuzion and 8% - 18%
higher than Grand Livina
Has no competitor in GAS M/T model
Use Differentiated Pricing strategy model

Toyota Innova uses both non-personal
& personal modes of communications
1.
2.
3.
4.
5.
6.
7.
8.

Advertising
Sales promotion
Public relations
Events & experiences
Direct marketing
Interactive marketing
Personal selling
Word of mouth

8a. Toyota Innova: promotions,
product launch, trade show


Toyota website


Toyota Innova TV
Commercial

www.youtube.com/watch?v=-dIBa6rukIM


Toyota Innova
communicates thru…






Website – promotes “Love” give emphasis on why everyone
loves the Innova
 “Love Moves In Different Ways” refers to engine VVT-i and
D4D new technology that gives optimum driving
performance on any road condition.
 “Love Every Moment” offers comfort, excellent ride & drive
quality, luxurious interior, additonal convenience and space
cabin.
 “Love at First Sight” offers sophisticated design and style
Sales promotions such as price-off, discount, service
maintenance promo, product launch (PR), trade show (Event)
Innova TV commercial put emphasis on providing love of family

Mitsubishi Adventure:
promos, website…


Mitsubishi Adventure
communicates thru…




Website – “Get great space, value and
mileage”
Sales promotions such as raffle prizes,
repair assistance program promo, balikbayan auto program, zero interest
program.


Isuzu Crosswind: promos,
website


Isuzu Crosswind
communicates using…




Website -“Confidence behind the
wheel” promotes quality assurance and
worry-free drive.
Sales promotions such as price-off,
prizes


Innova’s communication standouts
among its competitors…




Innova is the only vehicle that promotes
intrinsic value that is “Love of Family”.
Innova and its competitors use almost
the same type of sales promotions in
different period of time.


9. Toyota has different
dealers nationwide







Site visit on showrooms and test drive
Nationwide
Order thru Toyota dealers, website,
phone call
Pick up by customer
Cash or financing transactions

10. Toyota Innova generic
winning strategy
Which of the 4 strategies are being used?
(bold and underline to most dominant
strategy)





Low Cost Producer
Supply and Distribution Leverage
Differentiation
Niche

Steps 1 to 5

Everyone loves the Innova
1.
2.

3.
4.

5.

Toyota Innova PTM are families and everyone
Who want an all purpose vehicle with excellent
performance and quality, safe drive, fuel & cost
efficient, comfortable, spacious, best value for money
Can choose Mitsubishi Adventure and Isuzu Crosswind
Gap is all other brands of the same category are more
known for a typical family AUV focus mainly on fuel
efficiency , affordable price, and durability.
Half year of 2013, the market size is 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

Innova is best value for
money
6.

7.
8.
9.
10.

The New Innova is a MPV with smart engine
power in 4 versions J,E,G, & V available in 22
variant, luxurious interior & spacious cabin
Price ranges from P 887k – P 1.246M
Uses TV & print ads, sales promotions, events
Has 32 dealers nationwide
Uses differentiation approach, new-market
segment & proactive marketing strategies

10 step marketing plan v61 18

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