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