Toyota Motors Marketing Mix

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UNIVERSITI KUALA LUMPUR IN BUSINESS SCHOOL

MARKETING CHANNEL MANAGEMENT

EDB30203

INDIVIDUAL ASSIGNMENT

NAME : NOR SYAFIQ HAIKAL BIN AHMAD SUFIAN

STUDENT ID : 62214216267

GROUP : M10

LECTURER’S NAME : MOHD FAIZUN BIN MOHAMAD YAZID

DEADLINE : 23 APRIL 2018

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In this research, Toyota using some positioning strategy that related to the marketing mix to improvised their brand image in Malaysia. Thus in this report you may know how Toyota do market their Toyota Vios by using marketing mix , their distribution channel and know how Toyota be adapted in Malaysia market.

MARKETING MIX

Toyota has utilized the marketing mix in order to market their product in Malaysia’s market place which is including product, price, promotion and place.

PRODUCT

Toyota makes a vast range of vehicles that includes cars of various makes and designs. Several of its vehicles are best sellers around the world and have gained immense popularity. Apart from their design and looks, the reason is fuel efficiency and technology. Once, the Japanese carmaker’s name was cited as a synonym for excellence in vehicles.  From Sedans to hatchbacks and Station wagons, Toyota makes and sells a vast range of popular and beautiful vehicles. 

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Toyota Vios is a four-door subcompact sedan produced by the Japanese manufacturer Toyota, primarily for emerging markets in the Asia Pacific region. Introduced in 2002, the Vios serves as the replacement to the Tercel which is also sold in the region. Toyota come with three generation which are (XP40; 2002–2007), (XP90; 2007–2013) and Third generation (XP150; 2013–present). The new Vios’ projector headlamps seamlessly extend from the side to front, accentuating the wideness of the headlamps for a ‘mechanical’ yet classy form. Enhanced by the smoked extension housing, its flawless design is the new definition of ultimate sportiness. This convenience and comfort car could capture the eyes of their target customer in Malaysia by giving all specialties in this product to the customers. Customer in Malaysia will accept in the market because this product is affordable and develop by many technologies that can be opportunities to this product had been choose by their customers.

PRICE

Toyota has used a market oriented pricing scheme to stay competitive in a highly competitive market. It makes a vast range of products that are priced differently from high priced premium cars to low priced ones. However, the prices are also based on the product’s value. The prices vary widely depending on the make and the model. In this way, Toyota serves all categories of customers from middle class to the upper class. Its sports vehicles and premium vehicles and made for the high end segment and priced higher. However, it has introduced several small cars in the Asian markets because of the high demand for the low priced alternatives.

In Malaysia, Toyota aims to attract is the middle to high income earning group. Toyota provides its customers with a broad range of prices for both middle income and high income earners. Toyota Vios targeted middle income customers which are price range within the RM70, 000 while high income earners can go for the more luxurious Camry and Fortuner of which can cost within the range of RM140,000 to RM170,000.

PROMOTION

Toyota uses different promotional strategies to increase their sales volume. They advertise themselves through radio, newspapers, television, yellow pages, flyers, billboards, Internet, word of mouth and brochures. They use catchy slogan to draw attention to their brand. It has been ‘Moving Forward’ since 2004; however, they have come with a new tagline in the US market – “Let’s Go Places”.