V47 10 step by step marketing plan rainier a. abing vhs revised

10 STEPS Marketing Plan for Toyota – Shaw Boulevard Mandaluyong

Rainier A. AbingFebruary 2010

10 STEPSMarketing Plan for Toyota – Shaw Boulevard Mandaluyong


5 Steps for Part 1(PTM and positioning)

1. Target Market – Class A,B, (C if possible)

2. Customers need to purchase quality cars may not be too expensive

3. Cats Asian Cars Inc. - Mazda Greenhills (competitor)

4. The opportunity is in their operations

5. Customers within Mandaluyong City

5 Steps for Part 1 (PTM and Positioning)

1. Toyota Shaw PTM are the local communities it serves, and its stakeholders.

2. Who want to feel taken good care, satisfied, and feel secured

3. Can purchase at Mazda Greenhills4. Gap is Mazda Greenhills focus on being “Best

Brand and Retail Facility"5. The market size in Mandaluyong is about Php

4.9 Billion. Toyota Shaw niche is P2.5 Billion.

5 Steps for Part 2(Marketing Mix & Strategy)

1. Product2. Price 3. Promo 4. Place (Mandaluyong)5. Building a very good customer

relationship

5 Steps for Part 2(Marketing Mix & Strategy)

1.Toyota Greats Up Greats 32. “The Toyota Way”- Brand3. Uses TV, print and online

ads 4. Distributed in Mandaluyong5. Boasts on operational

excellence

Positioning to the Primary Target Market

Part 1:Steps 1 to 5

1.My primary target market (PTM) is..

Demographics (Age range, sex, social class, marital status)

Lifestyle (what they do) Behavior (when driving,

performance, how frequent)

1.Toyota Shaw primary target market (PTM) are the local communities and stakeholders

Demographics (21-65, M/F, social class AB, single or married)

Lifestyle (Those with stable work, businessmen, driving as a hobby)

Behavior (drives daily, need for speed, being cool, comfortable)

2. My PTM’s NWE

Maslow’s Theory – Toyota Shaw The company profile - brand Operational excellence

Luxury and status symbol

2. My PTM’s NWE

Young adults and adults needs - To be confident and assured of the brand’s

quality product and service

Young adults and adults needs choose Toyota over Mazda because of ….

- almost zero defects on their products and service

- availability of spare parts

3a. Direct and indirect products that address my PTM’s NWE

List of Competitors products/brands

Determine the variables that affect choice of product/brands

3a. Toyota Shaw has many formidable competitors within Mandaluyong

Direct: Mazda, Honda, Nissan, Isuzu

Indirect: Motorcycles, Jeep, trucks

Variables: Age, Price, use, convenience of use, availability, occasion of use, purpose, brand

3b. Competitive Position Map

Determine the 2 most critical variables

Make a position map plotting

against Mazda Greenhills

2 Examples of Position Map

1. Price vs. Status (income)2. Brand vs. Positioning

Ensure size of bubbles= represent relative market shares of the brands

Toyota Shaw is #1 in niche: high and medium price for Classes A & B in Mandaluyong City

Price/ Age Matrix

Class A Class B Class C Class D

High price

Medium Price

Price vs. Status Matrix

T

MT

M T

PGA

H

N

N

H

Toyota Shaw unique positioning is shown in this competitive map

Toyota Parts availability and production lead time:Business Description - Unit Assembly & SalesKm 15 S Superhighway Paranaque CPO, Manila1700, Philippines

Positioning vs. Brand Matrix

4. Identify the gap between customers and competition

Where is the marketing opportunity?

What are areas of improvement?

How can we target lower class?

4. Toyota Shaw positions strongly in a niche market opportunity in Mandaluyong

Toyota Shaw offers:

Marketing (Toyota Greats Up Greats 3) Flexible payment terms (Pay low, pay

light, pay cash) New Product (Sedan - Toyota Yaris) for

those who are groovy

Others focus on brand, quality, and facilties

5a. Estimate the market size using competitor data

1. Philippines 10000 Corporation (SEC)

2. vs. known automobile industries3. Operations5. Licensing6. Legal interview7. Financial statements

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.

5b. Estimate the market size using company data

1. Claimed market share in Mandaluyong (Automobile Category)

2. Guesstimate on market share (Mandaluyong)

Fair share of market Distribution extent (Other cities)

3. Historical sales (Shaw Mandaluyong)

5b. Based on Mandaluyong License Department (2009), Toyota Shaw about 51%, total gross revenue under automobile category size is Php 4.9 billion

1. Toyota Shaw financial gross data: Php 2.5 billion

2. Toyota Shaw claims market share of 51% in Mandaluyong Area

3. Then total automobile market size in Mandaluyong is P4.9 billionx0.51 = Php 2.5 billion

5c. Consumer data (In Mandaluyong) indicates a gross revenue of Php 4.9 Billion

Automobile Purchase (Mandaluyong – Year 2009) :

5. Concluded that automobile market in Mandaluyong is Php 4.9 billion (2009)

1. Mazda Greenhills (Competitor) data = P0.3 B

2. Toyota Shaw (Company) data = P 2.5 B

3. Other car dealers = P 2.1 B

Use instinct and best business judgment to finalize market size

27

The Marketing Mix Strategy

Part 2:Steps 6 to 10

6a. Photo of product category


CX-7Mazda

3Mazda

6


MX-5 CX-9 BT-50

Tribute

6a. Automobile category is dominated by major brands

PGA

6b. Product Description

Toyota Passenger Cars Comfort and responsiveness for you and your family

Toyota Passenger Cars include compacts such as Yaris, through to medium and premium size cars such as Corolla and Camry. They are ideal for modern families, combining spacious interiors with class-leading engine technology, and optimum value-for money. And all Toyota Passenger Cars offer comprehensive safety systems to protect those on board.

7. Price (Toyota Shaw)

Model Variant Price

AVANZA 1.3 J M/T Php592,000.00AVANZA 1.5 G A/T Php813,000.00AVANZA 1.5 G M/T Php778,000.00CAMRY 2.4 G A/T Php1,431,000.00CAMRY 2.4 G A/T (White Pearl) Php1,446,000.00CAMRY 2.4 V A/T Php1,646,000.00CAMRY 2.4 V A/T (White Pearl) Php1,661,000.00CAMRY 3.5 Q V6 A/T Php1,990,000.00CAMRY 3.5 Q V6 A/T (White Pearl) Php2,005,000.00COROLLA ALTIS 1.6 E M/T Php774,000.00COROLLA ALTIS 1.6 G A/T Php854,000.00COROLLA ALTIS 1.6 G M/T Php818,000.00COROLLA ALTIS 1.6 V A/T Php910,000.00COROLLA ALTIS 1.8 V A/T Php1,035,000.00FORTUNER 4x2 G 2.5 Dsl A/T Php1,418,000.00FORTUNER 4x2 G 2.7 Gas A/T Php1,353,000.00FORTUNER 4x4 V 3.0 Dsl A/T Php1,668,000.00

HILUX 4x2 E 2.5 Dsl M/T Php993,000.00HILUX 4x2 G 2.7 Gas A/T Php1,087,000.00HILUX 4x2 J 2.5 Dsl M/T Php790,000.00HILUX 4x4 G 3.0 Dsl A/T Php1,415,000.00HILUX 4x4 G 3.0 Dsl M/T Php1,359,000.00 Land Cruiser '07 LC200 4.5 Dsl A/T (leather) Php4,065,000.00Land Cruiser Prado 3.0 A/T Php2,883,000.00Land Cruiser Prado 3.0 M/T Php2,783,000.00RAV4 2.4 Gas A/T Php1,425,000.00RAV4 4x2 2.4 Gas A/T (White Pearl) Php1,440,000.00RAV4 4x4 2.4 Gas A/T Php1,785,000.00RAV4 4x4 2.4 Gas A/T (White Pearl) Php1,800,000.00VIOS 1.3 E M/T Php649,000.00VIOS 1.3 J M/T Php575,000.00VIOS 1.5 G A/T Php765,000.00VIOS 1.5 G A/T (w/ Leather) Php811,000.00VIOS 1.5 G M/T Php730,000.00Yaris 1.5 Automatic Php748,000.00Yaris 1.5 Manual Php713,000.00

7. Price (Mazda Greenhills)

8a. Promo

Advertising (Print, radio, TV, online) Sales Promotions Public Relations (Within Mandaluyong

but customers outside are very much welcome)

Direct Marketing Personal Selling (Commission)

8a. Toyota Great UP Greats 3

Source: http://www.toyotashaw.com/news/?newsID=16

8a. Toyota Savings Spree

Source: http://www.toyotashaw.com/news/?newsID=10

8b. Mazda Greenhills (Competitor)

NEWS AND PROMOS Special Edition Red Mazda 3 - Christmas Promo!!! Dec. 18, 2009

Enjoy the Latest Mazda 3 1.6L Special Edition package!!! This offer includes the following accessories: Lip-type spoiler, Back-up sensors, Tail pipe finisher and HID headlights.

This is offer is only applicable for the Red colored Mazda 3 1.6L S and V.

Valid until December 31, 2009 only.What are you waiting for? Rush now to Mazda Greenhills to

check out this Special Christmas Promo. For more inquiries you may call 722-1102 or email [email protected]

Source:http://www.mazdagreenhills.com/news.php?id=14


NEWS AND PROMOS

Valentine's weekend event Feb. 01, 2010 Visit us at Mazda Greenhills and enjoy a special Valentines treat on February 12-14. Special deals await those customers who would testdrive and reserve during that period. For more inquiries you may call us at 722-1102 or email [email protected]

Return to main news page »



NEWS AND PROMOS 99k down payment ALL-In for Mazda 3 Sep. 12, 2009

Drive home a Brand new Mazda 3 for as low as 99k down ALL-In Promo and monthly of only 16,999 (for 60months).

Promo includes free One year comprehensive Insurance, Chattel fee and LTO registration.

Promo is valid til September 30, 2009 only.VIsit us at Mazda Greenhills or call us at 722-1102 and you

may also email us at [email protected] for more inquiries.


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.

9. Place

Where is your product available? Dealers, retailers, distributors (Site

visit) Nationwide (not just only in

Mandaluyong) Method of delivery (some products

can be delivered to your home, ordered via internet, phone orders, etc.)

9. Toyota has different dealers/showrooms nationwide

Site visit on showrooms and test drive Nationwide Pick-up by customers Cash and credit transaction

10. What is the generic winning strategy?

Continue and create better marketing plans(sales and promotion) and provide information to the public(Get their interest) to read and listen about the following:

Operational Excellence Company Profile – Quality brand The Toyota Way

•a philosophy of leadership, teamwork and problem solving

•results in continuous improvement by focusing on: - needs of the customer - empowering employees - optimizing existing activities in the process

10. Operational Excellence at Toyota Shaw

10. Toyota Shaw Company Profile

•Toyota is a multinational corporation headquartered in Japan, and is the worlds largest automaker

•Toyota employs approximately 316,000 people worldwide

•Brand-leverage advantage – In 2008, Toyota brand was valued at $34.1 billion and was hailed as the highest ranking automotive brand name.

•Toyota also owns and operates Lexus and Scion brands and has a majority shareholding stake in Daihatsu and Hino Motors, and minority shareholdings in Fuji Heavy Industries, Isuzu Motors, and Yamaha Motors. It has 522 subsidiaries

10 . The Toyota Way

Summary – Toyota Shaw

•Continuous marketing strategy (i.e. Toyota Great Up Greats 3)

•Find ways how to get people’s attention to read and listen to presentation materials of Toyota’s operational excellence, company profile, and the Toyota way

•Try to at get C market by providing quality cars having Toyota as a brand they can trust

•Toyota Shaw to compete with other Toyota outlets

10 STEPS Marketing Plan for Toyota – Shaw Boulevard Mandaluyong


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V47 10 step by step marketing plan rainier a. abing vhs revised