Mkt-601,Marketing Management

Prof. Surajuddaula Shaheen

╚ Rakib Hossain[1023MBA00539]

╚ Humaira Tanjin╚ [1126MBA00607]

╚ Rubel Barua[1023MBA00544]

1867 Birth of Sakichi Toyoda

1924 Sakichi Toyoda invents Toyoda Model G Automatic Loom

1929 Automatic-loom patent is sold to a British company

1930 Kiichiro Toyoda begins research on small gasoline-powered engine

1933 Automobile Department is established at Toyoda Automatic Loom Works, Ltd.

1935 The Toyoda precepts are compiled

1936 The AA Sedan is completed

1937 Toyota Motor Co., Ltd. is established

1938 Honsha Plant begins production

1950 Company faces a financial crisis; Toyota Motor Sales Co., Ltd. is established

1951 Suggestion System is begun

1955 The Toyopet Crown, Toyopet Master and Crown Deluxe are launched

1957 The first prototypes of the Crown are exported to the USA Toyota Motor Sales U.S.A., Inc. is established

1959 Motomachi Plant begins production

1962 Joint Declaration of Labor and Management is signed

1965 Toyota wins the Deming Application Prize for quality control

1966 The Corolla is launched Business tie-up with Hino Motors Ltd. begins

1967 Business tie-up with Daihatsu Motor Co., Ltd. begins

1974 Toyota Foundation is established

1975 The prefabricated housing business begins

1982 Toyota Motor Co., Ltd. and Toyota Motor Sales Co., Ltd. are merged into Toyota Motor Corporation

1984 Joint venture with GM (NUMMI) begins production in the USA

1988 Toyota Motor Manufacturing, USA, Inc. (present TMMK) begins production

1989 The Lexus brand is launched in the USA

1992 Toyota Motor Manufacturing (UK) Ltd. begins production

1997 The Prius is launched as the world first mass-produced hybrid car

1999 Cumulative domestic production reaches 100 million vehicles

2000 Sichuan Toyota Motor Co., Ltd. begins production in China

2001 Toyota Motor Manufacturing France S.A.S. begins production in France

2002 Toyota enters Formula One World Championship Tianjin Toyota Motor Co., Ltd. begins production in China

2004 The Toyota Partner Robot is publicly unveiled

2005 The Lexus brand is introduced in Japan

2008 Worldwide Prius sales top 1-million mark

NAVANALIMITED

AFTAB AUTOMBILES LIMITED

THE SEED OF NAVANA

ISLAM GROUP

NAVANA GROUP under the prominent leadership of Mr. Shafiul Islam Kamal as Chairman emerged into a separate physical entity from Islam Group after the death of it's Chairman Mr. Al-Haj Jahurul Islam.

Aftab Automobiles Ltd. (Assembling Unit)Aftab Automobiles Ltd. (Body F. Unit)Navana CNG Ltd.Navana Limited (Good Service Center)Navana Limited (2S Center)Navana Limited (Forklift)Navana Ltd. (Hino)Navana Limited (Kallyanpur Hino Service center)Navana Ltd. (Spare parts) Navana Limited (Toyota 3S Center)

Aftab Automobiles Ltd. (Battery Unit) Aftab Automobiles Ltd. (Furniture Unit) Aftab Automobiles Ltd. (Paints Unit) Navana Textiles Ltd. Navana Electronics Ltd.Navana Energy Saving lamps

Biponon Ltd.Navana Interlinks Ltd. (Building Solutions) Navana Interlinks Ltd. (Electrical Division) Navana Interlinks Ltd. (Generator) Navana Limited (Toyota) Navana Petroleum Ltd.

Navana Construction Ltd. Navana Real Estate Ltd.

Navana Logistics Ltd.

Navana Renewable Energy Dept. Navana Power Company Ltd. Navana Software Ltd. Navana Taxi Cab Co. Ltd.

GROUP AT A GLANCE

O Before 1964: Vehicle Market was Dominated by European and

American brands like

O In 1964, was introduced by in this Market.

O With the introduction of Toyota Corona, European and American models gradually started losing their share.

O The market gradually moved away from European and American cars and the Japanese car reigned supreme with Toyota at the top.

OProduct QualityOBrand ValueOService and Spare Availability

O66% customers listed Primary reason for buying Toyota as Service and spare availability.

OAmong the rest 30% listed Service and spare availability as their secondary reason for choosing Toyota.

Bangladesh Vehicle MARKET - Bangladesh Vehicle MARKET - UIOUIO

Year 2009

Total Unit In Operation

178356

Data Source - BRTA

3000

28000

0 5000 10000 15000 20000 25000 30000

Brand New

Parallel import

Total market 30000

O More concentration on Corporate & individual Customer Segment.

O Assigning every sales team with different segments of the market.

O Enriched model line upO Aggressive promotional activitiesO Restructuring departmentsO Strengthen our customer service for entire

satisfactionO Personnel Skill development through in house

training

Dedicated for CorporateShowroom Outlets

Dedicated team for Govt. tenders

Dedicated team for Defense Sales

CorporateIndividual

Tender

Defense

Market Segmentation

Market Segmentation TOTAL MARKET

Dividing in small segments

Dividing in small segments

Prioritizing based on potentiality

Market ApproachMarket

Approach

Serving each segment with an assigned team member.

Dividing market into smaller segments to concentrate with more personalized approach

Total Sales ForceTotal Sales Force

Team 1Team 1

Team 2Team 2

Team 3Team 3

Team 4Team 4

Each team has their own assigned segments

O TOYOTA sales force :

Highly active in different markets. (Corporate, Tender, Individual & Defense.)

The most proactive & dynamic corporate sales team in the market.

Continually improving through training.

BrandingBranding Product Promotion

Product Promotion

Corporate Social Responsibility

Corporate Social Responsibility

Motor ShowsMotor Shows

Trade FairsTrade Fairs

AdvertisementsAdvertisements

Japan Trade FairJapan Trade Fair

Product PresentationProduct Presentation

Product DemonstrationProduct Demonstration

Product LaunchingProduct Launching

Toyota Dream Car Art ContestToyota Dream Car Art Contest

Helping Flood VictimsHelping Flood Victims

Golf TournamentGolf Tournament

Product Launching

Product DemonstrationProduct DemonstrationCSR- Golf Tournament

CSR- Golf TournamentTrade Fair

CSR – Art Contest

CSR – Art ContestMotor Shows

Sedan 1500cc

1.CorporateMultinational CompaniesFMCG (Fast Moving Consumer Goods)

EPZRental CompaniesEmbassyGarmentsPharmaceuticalsBanks

2. IndividualSenior OfficialsShowroom customers

1.CorporateMultinational CompaniesFMCG (Fast Moving Consumer Goods)

EPZRental CompaniesEmbassyGarmentsPharmaceuticalsBanks

2. IndividualSenior OfficialsShowroom customers

1. Brand NewNissan Sunny Nissan BlueBird SylphyMitsubishi LancerHonda Civic

2. ReconditionedToyota AllionToyota PremioToyota AXIO Corolla

1. Brand NewNissan Sunny Nissan BlueBird SylphyMitsubishi LancerHonda Civic

2. ReconditionedToyota AllionToyota PremioToyota AXIO Corolla

Strengths• New & Fresh look• Unique Design• Rich option level meets any competitors• Color Variation• Wide and Longer body compare to previous model and competitors as well.• Corolla’s Strong Brand Image compare to other Brand new models

Weaknesses• Higher RSP• Few option like monitor is not available which has demand by individual customers

Opportunities• Model differs from reconditioned/used Corolla• Since this model will only be available as Brand New with much attractive looks & design than Used Japan model Corolla, there is a scope for grasping few sales from Used/Reconditioned market.• Our previous model Corolla was a pretty old model regards to its Design and Looks and as a result in 1.5 ltr. category we could not penetrate in the market, mostly reconditioned Allion & Premio dominated in the upper class customer base. This model is pretty much competitive with Allion & Premio.• Indent Customers will get both 1.5 & 1.8 Ltr Corolla as duty free and they would be much more interested on this new model for its looks & Design.

Threats• Allion & Premio new model will be available from mid 2008• Competitor’s lower RSP•Nissan Blue Bird Sylphy 1.5 ltr introduction with lower RSP and rich option level.•Mitsubushi new model Lancer 1.5 ltr with lower RSP & rich option level•Honda Civic 1.6 ltr with new fresh look and rich option level.• Customer might have a fear about spare parts price since only Navana will sell this model and as a result due to less VIM (Vehicle in Market), parts importers will not import this model parts that much.

The launching plan is assigned in three different phases:

O Bill Boards

O News Papers & Magazine AD

For Pre-launching, Navana select the following two medias to convey our messages to our customers:

Navana arrange in-house product training for new Corolla GLi . This training program helped the sales force to know more about the vehicle to be compatible in interacting with customers.

Points Discussed in the Training:

Technical Advancements, Newly Added Features, Unique Characteristics, Missing features, Usage of the newer technology, Competitors features comparing with the GLi.

O Press ConferenceO Motor Show

Navana will have a press conference to officially announce the launching of the new Corolla GLi.Also use the Motor Show as a platform to unveil the new car.

In launching program, Navana select the following medias to launch the vehicle.

O Target Audience- Journalist & reporters of-

O Leading Daily news paper.O All TV & Satellite channels.O Private Radio Stations.

O Objective-O Let the journalist know and let them to through the massage to the

readers, viewers & audience about the new 10th generation COROLLA GLi with its new features

O News Paper / Magazine ADO Bill Board (Continuation)

O Joint Promotional CampaignO Movie TheaterO SMS /Mail CampaignO TV ADO Dhaka Motor Show 2011

For Post-launching, Navana select the following medias to convey our messages to the customers:

O Mostly Parallel import vehicle

O Budget restricted

O Expect special offers

O Brand preference Toyota if within Budget

O Bulk Sales decrease chances and the total amount

had significant difference.

The individual customers have a different way of determining value.O Cost

O Retail price & Resale valueO Durability & Upkeep

O Peace of mindO Service and Spare availability

O Brand image

O All Brand New Vehicle O Very particular about the productO Toyota brand loyal

O Enhanced Customer focusO Navana is focusing more on the individual customer to maximize the

Avanza SalesO This is because of lost competitive edge in most of the products that

appealed to the corporate clients. O YarisO Corolla

O Rigorous marketing activitiesO Awareness building through much broader medias

O Concentration of marketing budget on promoting AvanzaO Contact building by customer activation.O Participation in Dhaka International Trade Fair.

O Team confidence buildingO Service and Spare operation improvement driveO Liaison with Govt. For implementing the hybrid tax structureO Negotiation with Policy Makers to create favorable market conditions

O Duty Free procurement by Members of Parliament(MP)O The engine size for Diesel SUV was increased to 4500 (from 4000cc)

accommodate LC200 Vehicles for MP use

NAVANA