Toyota brand positioning:

                                                            

                                                             TOYOTA

“Moving Forward”

Toyota’s uses both differentiation and low cost as generic strategies to try and gain a competitive advantage over their competitors in the automotive industry.  The market scope that Toyota uses is a broad one that encompasses nearly every type of customer that is in the market to purchase an automobile.  Toyota is able to target such a large market because they have something for everyone.

Toyota provides vehicles for all price ranges. From the low price Toyota Corolla line of cars to the high priced luxury line of cars and SUVs with Lexus, Toyota has something for everyone.

Toyota’s current grand positions  are product development and offensive/strategies for industry leaders.  Product development is very important for Toyota due to the fact that they must come out with new fresh ideas every year in the automotive industry.

As per Toyota ‘s success depends on their good quality detailing and ideas which is mostly out of the box. There most of the successful  cars have different taglines. Such as,

GT 86 (TRD special  edition)- “grab the steering feel the excitement”

Toyota Avanza- “smart in style”

The Toyota product development system is known as Lean Manufacturing.Toyota differentiates on several levels form their competitors.  First of all, Toyota has been very successful in differentiating on the basis of superior design and quality.  This has led to Toyota being able to create a brand image that is very strong and one that brings to mind quality, long lasting cars when a potential customer sees it.  Along with differentiation Toyota also uses low cost to try and gain a competitive advantage in the automotive industry. “Toyota is (or was at the time) the low cost producer in the industry. Toyota achieves its cost leadership strategy by adopting lean production, careful choice and control of suppliers, efficient distribution, and low servicing costs from a quality product.

POP’s -

·                                  Eco- Friendly vehicles

·                                 Reliability

·                                 Innovative

·                                 Efficiency

POD’s-

·                                Affordable

·                                Easy maintenance

Toyota is so much popular for its affordability  and easy maintenance cost. As Toyota said before “Toyota is for everyone” which apparently means that any income level person can afford Toyota. Toyota’s production line manufactures almost all sort of vehicle starting from commercial, suv’s, sedans, 4WD, compact family sedans etc.

As per the following commercial Toyota was able to define the friendship through a car.
Music Band “One Direction”  telling  the meaning of friendship where its

“All about freedom”

“All about Trust”
“All about protection”
“All about happiness”

“All about saving”

“All about Sharing”

“All about comfort”

All these terms defines friendship where Toyota VIOS was meant to be a good friend who will always provide these services keeping friendship in mind.

Recommendation :

As we already know that Toyota is a successful brand and renowned through out the world still they lack something which would be a recommendation ,

·         Concentrate on Hybrid energy

·         More compact size vehicle 

Reference: 

https://www.academia.edu/8833178/MARKETING_MANAGEMENT_BRAND_STRATEGY_AND_BRAND_COMMUNICATION

http://www.studymode.com/subjects/toyota-positioning-statement-page1.html