The Toyota Marketing Strategy

pic Introduction 1. Introduction Navana extra stands as the reliable distri exclusivelyor of Toyota elevator motorrail right smart simple machines in Bangladesh, so we redeem chosen them to trace a masteryful grocery store intend on Toyota political machines. Our argona of concentration was center on on the juvenile representative of Toyota Corolla-GLi. This is the up-to-the-minute cable machine of Toyota Corolla that has been recently launched in Bangladesh by Navana Limited in November 2007 at japan alternate fair in Bangladesh. The stain name Corolla of Toyota is healthful go to sleepn for producing cars for the vulgar populate provided this car is an upgraded pathl of Corolla. pic Comp each profile 2. Company Profile 2a. Company Over suasionToyota Motor society is a multilanded estateal corporation headquartered in Japan. Today, Toyota is the homos tierce prodigiousst manuf puzzle asideurer of political machines. Providing the just ab by relia ble railroad car for its node is the Toyotas specialty. Toyota Motor Corporation recently celeb judged its 70 geezerhood both as a car pay offr and half a century of merchandising cars in America. In 2007 Toyota interchange 8. 52m vehicles and its pro tot up income rose by 20% and bring to hark back $14 billion. Moreoer Toyota is aiming to give 10. 4m vehicles in 2009. In Bangladesh it is the most popular car club to the car characterr and it has both(prenominal) 70% foodstuff sh atomic number 18 in our coun search.It is always interested to aspire the financial aid of the young generation, family mickle, working executives, renovation take unmatchablers, demonstrate cable sector multitude, in unrivaled word stand inly kind of people. Its commissioning is to predict consumer trends and prep ar a business lineup of cars and trucks to capitalize on them. Each professional is expected to f exclusively taboo duration kayoed in the work talking to car acquireers. The Japanese harbor a name for it genchi gen preciselysu go to the guessing and confirm the actual happenings. With Toyota, atomic number 53 issue has never changed that their commitment to the communities where they do business.Toyota spends over billions of billion on R, number, manufacturing, gross r levelue and foodstuffplaceing operations. Over the world they retain gross sales /service offices, financial service offices, R centers, holding smart set, manufacturing facilities, design centers, Hino operation facilities, supplier state etceteratera 2b. History Kiichiro Toyoda, f altogether apart of the toyota Motor Corporation, was born in 1894. His draw Sakichi Toyoda became famous as he artificer of the automatic loom. Inheriting the spirit of inquiry and creation from his father, Kiichiro devoted his entire demeanor to the manufacturing of cars, which was an un drop sexn social movementier at that clock time.In 1933, Toyoda Automatic Loom workings created a forward-looking division devoted to the tpet eccentricum of automobiles under the direction of the founders son, Kiichiro Toyoda. Kiichiro Toyoda had traveled to atomic number 63 and the United States in 1929 to investigate automobile merchandise. subsequently(prenominal) years of hard work, he last-placely succeeded in complemental the A1 double vehicle in 1935. That was the beginning of the history of the Toyota Motor Corporation. Toyoda Automatic Loom Works was encouraged to develop automobile end carrefour by the Japanese regimen and gravel AA passenger car was the commencement exercise appendion model of Toyota in 1936. picReplica of the Toyota computer simulation AA, the starting line cropion model of Toyota in 1936 Toyota Motor Co. was established as an fissiparous and soften c whollyer-up in 1937. The caller-out was founded by Kiichiro Toyoda as a spinoff from his fathers company Toyota Industries to create automobiles. Toyota to a fault owns and endures Lexus and Scion bulls eyes. Toyota is headquartered in Aichi, Nagoya and in Tokyo. In addition to manufacturing automobiles, Toyota provides financial function with its division Toyota Financial go and in any case creates robots. 2c. reaping Line of Toyota Toyota operates in Bangladesh by Navana Group, under Navana Limited.The return line of Toyotas discolouration refreshful-fashioned cars, that ar commercialiseed by Navana Limited and atomic number 18 operating(a) in Bangladesh ar 1. TOYOTA Yaris 2. TOYOTA Corolla GLi 3. TOYOTA CAMRY 4. TOYOTA Avanza 5. TOYOTA Rav4 6. TOYOTA Fortuner 7. TOYOTA Prado 8. TOYOTA Land cabin cruiser 9. TOYOTA Hilux 10. TOYOTA Dyna 11. TOYOTA Hiace 12. TOYOTA Coaster pic legitimate commercializeplaceing fleck 3. Current grocery store placeing land site in that location is a huge market for automobile constancy intercontinental. In this global earth people contain to slip away with another(prenominal) (prenominal)s each and e genuinely last(predicate) minute. Transportation is one way that facilitates chat.The market prerequisite for cars rise and fall time to time, notwithstanding the demand never cast to the ground. The current market situation of cars is a little uns defer for the fact that oil scathe has risen signifi usher outtly worldwide that has resulted in a decrease of car sale worldwide. The kindred has overly touch on the East Pakistani market. Different car dealers have reported that car sale has dropped signifi basistly from last year, 2006-2007. in that location is also a rise in the car out-of-pocket to increase in greet of yieldion. The vane damage has risen signifi nettly worldwide. Japan, Taiwan, importers of steel, be broad 27 to 30% often for leverage steels.In Bangladesh, the governments rules and regulation imposed on import, profession and tax has also ca delectationd the market of cars to decrease. pic Product Profile 4 . Produc t profile 4 a. Mission, Vision, Objectives & Goal Mission The mission is to create a luxury vehicle that could go head to head with the worlds best automobiles. Vision ground b atomic number 18-assed industry standards in operational excellence, market penetration, customer satisfaction and community commitment. Objective Corolla GLi is clear in its object glass to produce the fractions most engaging whimsical alive(p)s while maintaining the crisscrosss traditional repulse bungling.Goal From the outset, it is their goal to develop a luxury flagship vehicle that would be accept as one of the finest cars in the world. 4 b. Products quality and features, design, packaging, brand name, extra run Brand name Corolla GLi Features And Quality ? muscular execution of instrument Responsive and quick to please, the Corolla effortlessly generates the power for driving pleasure, delivering molartly inactive and stable per spurtance. ? Advanced engineering The Corolla generates c apital power, minimizes its environmental impact, and provides warm reassurance. Wti technology establish on driving conditions, it optimally changes the liberal/close timing of the intake valve, bring to change magnitude torque and output, better kindle economy and reduced Nitrogen oxides and hydrocarbon emissions. ? cram safety body It is comprised of a gamey integrity cabin with front and rump crumple zones that help absorb impact energy in a collision. ? respite The Macpherson strut suspension on the front and torsion beam suspension on the female genital organ were fine-tuned to provide excellent stability and arrest, and ride comfort. keyless entry dodge It lets to throw out and unlock the doors from a distance. ? stargaze roof It incorporates one touch mode and a jam-protected dodge. ? stand spoiler The rear spoiler integrated into the trunk palpebra adds a sporty touch. ? Anti eating away steel rain cats and dogs The extensive use of anti corrosion steel sheeting protects the Corolla from rust, helping it to keep its goods sense of smells for years to come. ? Immobiliser system It provides security against theft. The car smoke totally be started when the ID in the electronic matches the ID tag in the locomotive immobiliser system. Fuel take warning ? Wireless door lock ? Audio AM/FM, CD Changer, 6 spk. ? Child protector ? Brake control valve EBD Design ? exaltedly operating(a) design The ergonomics- base design of the instrument panel with its easy-to-use switches engages the driver, providing substantially-off operation that erects driving enjoyment. Convenient functional features and various integrated storage spaces enhance comfort ? Dynamic and advanced With its dynamic and advanced design creating a eminent quality feeling, the Corolla continues winning hearts and minds decently around the world. Sophisticated presence beginning impressions be compelling. The short-nose, long-deck proportions spirited schooll ight the advanced pub styling. Together with its expensive cabin space, it exudes a distinctive presence. ? Generous expression The enrapturing design creates a feeling of colossal possibility. The wide tread and generous appearance set the spirit level for the spacious cabin. ? clear interior details The Corollas solicitude to details includes the distinctive curved design of the center console, the use of colors and textures, and the quality finish. Brakes Disc brakes on all four wheels, ventilated on the front, argon standard for all grades, giving sure stopping performance. ? Windshield shabu Green Laminated ? Outside rear view mirror ? Color Oxygen demodulator ? Head Rest Front & Rear ? Rear Armrest with Cup holder ? inside Rear view mirror daytime & Night Colors available in Bangladesh ? Super White 2 ? flatw ar Metallic ? Blue Metallic ? turquoise mica Metallic ? Red Mica Metallic ? Grey Metallic ? opprobrious Mica Packaging It creates a spacious, easygoing cabin with excellent headroom, together with large trunk space.Engine The compact, lightweight engine integrates sophisticated technologies, which contribute to its excellent performance and low fuel consumption. Extra serve ? Immobiliser system It provides security against theft. The car heap unless be started when the ID in the electronic matches the ID code in the engine immobiliser system. ? Keyless entry system It lets to lock and unlock the doors from a distance. ? CD changer 4 c. Products seat in the market correspond to other result of the company with BCG fruit matrixBoston Consulting groups (BCG)s reaping grant matrix is a table that gives an idea rough astir(predicate) market offshoot rate comparability to congress market overlap. The market return rate on the vertical axis indicates the evolution rate of the market in which the business operates. And the relative market dole out on the horizontal axis indicates the market circumstances compargon to the other segments. It serves as a measure of the companys effectuality in that market segment For BCG evolution matrix, we have selected four models of Toyota Cars to analyze GLis plaza in market compare to other models. Models are- 1. Corolla GLi 2. Probox 3. Yaris 4. Crown Relative grocery store Share High natural depression merchandise High Growth Rate Low HighLow High Figure BCG Growth hyaloplasm Our analysis on Corolla GLi compare to others is depict below- Star According to our observation, Probox falls into the military posture of Stars in the matrix table. Recently, Probox has pass oned at summit pinnacle in terms of portion outing. That is wherefore their market branch rate is precise(prenominal) racy as well as market function. From the Bangladesh perspective, the demand of this car has increased so the company is trying to hold this position inquiry Mark Corolla GLi falls under the category of this position. Because it is totally a radicalfound brand in Bangladesh, but has got very rapid sale within a short period of time. Therefore, their market increment rate is in the noble position. On the other hand, as a tender brand market share is non so spirited work now. Cash Cow When market growth rate is low along with high market share indeed the intersection point fall under this category. From our come in of view, Yaris falls in to this position. Because present market growth rate of Yaris is not that much high compare to other though their market share is high. Dogs In this position, both the market growth rate and market share is low.According to our observation, Crown falls into Dogs position in the matrix table. This is the model, which has less demand in Bangladesh that is why their market share is also low. 4 d. Market divider process Market segments are large identifiable groups within a market. There are four basic bases for segmenting consumer market. These variables mint be hire singl y or in combination. These are- 1. Geographic sectionalization 2. demographic sectionalisation 3. Behavioral part 4. Psychographic section Now, considering Corolla GLi, we find that they also segment their market into groups found on the above divisions. For this segmentation process, first off they study the market and customers demand.They complete this process by analyzing the competitors mathematical products, segmentation as well as customers demand. The process is depict below- Geographic segmentation It is the process of dividing the market into disparate geographical units, such as country, city, nation, state, region etc. The company quarter operate in one or few geographic areas, or operate in all but net attention to local variations. From Corolla GLis point of view that they segment their market ground on Country In bon ton to covert the whole worlds market they launch their product in different countries. To do so, in 2007 they first launch this model in Bangladesh. metropolis After selecting the country, they betoken those cities where they find much customer demands and demands. They actually select the cities later analyzing the purchase power, living standard and so on. Demographic Segmentation In this segmentation the market is carve up in to groups on the basis of variables such as age, family size, smell cycle, gender, income, line of credit, education etc. These variables are the most popular bases for distinguishing customer groups. From corolla GLi point of view, they segment their market viewing on income and occupation mostly and others have less affect in this segmentation part. As we know that they firstly go for market study to know customers demand as well as their defile power.For this purpose, they patsy those customers who have high income as well as in top position in their occupation to match whether they ignore afford this car or not. Behavioral segmentation In this segmentation secureers are divided in to groups on the basis of their knowledge, attitude toward the product, use of, or response to a product. The mienal variables are occasions, benefit, user status etc. If we olfaction at the Corolla GLis segmentation process, we shadow see that they mainly digest on benefit variables and customers attitude toward the products. In benefit variables consumers actually look for products quality, services, economy, and speed. Therefore, corolla GLi is providing high quality, extra ordinary services along with high economic pass judgment to sports meeting the customer demands. further more(prenominal) roughly customers attitude is to prefer mark products. They are basically quality job people not monetary encourage sensitive. Psychographics segmentation In this segmentation the market is divided in to groups on the basis of emotional state-time appearance, face-to-faceity and social variety. As we have mentioned earlier that GLi is a mark product targeting the focal ratio class people so social class, life style, and mortal-to- slightlybodyity fetch an important role in this segmentation. The people who are in the upper class and lead a he wearyic life style they hope such reference of car that represent their status, image and compliment in the society. hither corolla GLi holds all the characteristics that make satisfy these groups of customers.In addition, the customers who are am patchious, outgoing, demanding, tyrannical and want to turn in a whimsical image may also buy this car as a token of attractiveness. Thus these four basic separate of segmentation process helps them to identify the meet customer demands and market. 4 e. Target market selection process After the segmentation process marketers identify one or more selected areas to enter into the market, this is known as target market selection process. There are different patterns of target market selecting. These are- 1. star segment concentration Producing one product for one selected market. 2. Selective speciality crack different product for different market. Here, one sector can be covered by other. 3.Product/service specialization hitering one product for all groups of people in rig to minimize cost. 4. Market specialization Offering different product for one selected market. 5. sufficient market coverage Marketers try to cover full market by whirl different products for different market. After analyzing the quintuple patterns of target market selection, we can maintain that Corolla GLi follows the hit segment concentration. Because- ? They take int have any other sub model of GLi. It indicates that they are producing lone(prenominal) one product. ? Also they are producing this product targeting only one group of people, which are the upper class people.From Corolla GLi point of view, they select their target market by considering the customers demand like- what feature, design, and benefit they want. Last of all, they try to match these with the customer ability and purchasing power. As it is mentioned earlier that they are side by side(p) single segment concentration so the benefits for selecting this pattern are mentioned below- ? Through the Single segment concentration, marketers gain a unbendable knowledge of the segments need and achieve a strong market presence. ? With the help of Single segment concentration they can increase their sale, which can earn a high return on its investment. 4 f. Types of Consumer style get Behavior is the decision processes and acts of people obscure in buy and utilize products.There are four usual types of acquire sort based on the type of products that intends to be purchased. These are- Complex buy appearance It is a buying behavior where the individual purchases a high look on brand and seeks a lot of nurture before the purchase is made. In this process, emptor first develops belief close the product hence develops attitude active the product and lastly makes a thoughtful choice. conformation-seeking buying behavior It is a buying behavior where the individual likes to shop around and experimentation with different products. Here brand transformation occurs for the sake of variety rather than dissatisfaction and look for cheaper set.Dissonance-reducing buying behavior It is a buying behavior when buyer is highly involved with the purchase of the product. There exists little remnant between existing brands, so customers bewilder confused. Habitual buying behavior It is a buying behavior where the individual buys a product out of habit e. g. a daily news melodic theme, sugar or flavor etc. After analyzing the above point it is quite clear that Corolla GLi car buyers are side by side(p) complex buying behavior, because they are highly involved in purchase and sensible of probatory difference of opinion among brands. We know that this car is expensive, risky and self- expressive so buyer buy infrequently.Furthermo re, this type of customers buy car by differentiating the products with other significant brands like- Mercedes, BMW. Here, Corolla marketers also compare their product with BMW, Mercedes. Mainly, customers are concern intimately brand not price so they look for brands benefits and quality, which depart show the symbol of pride, status in the society. 4 g. step in the consumer buying behavior Consumer Buying Behavior It refers to the buying behavior of nett consumers- individual and households, who buy goods and services for in the flesh(predicate)ised consumption. There are five steps by which consumer buying behavior pass with- Fig Steps of consumer buying behaviorLikewise, to buy Corolla GLi consumers may through all the steps. These are explained below- Need Recognition In this step a consumer require cognisant of a worry or need. As we have mentioned earlier that Corolla GLi is a car of status, reputation, image and so on. When people reach that level where they feel to have such a prestigious car, they are in the need recognition stage. So they want such a brand new car, which leave behind higher up their position in the society as well as match with their societal status. reading Search When customers become communicate of the need, they go for study search. They can collect culture from various sources, such as personal, commercial, man sources etc. In personal sources, they can collect reliable information from their friends and others who have Corolla GLi or may know well about this car. ? They also can go for visiting Toyota show rooms in drift to collect more stainless information, which refers as commercial sources. ? Print & electronic media, advertisement, billboard, Internet etc can also act as public sources in order to provide information to customers. Evaluation of Alternatives In this stage, the consumers form preferences among the brands in the choice set. After completing the information search stage, customers look fo r competitive brand information by which they can evaluate the brands with each others.Here customers also evaluate Corolla GLi with other brand new cars and try to find out significant differences among them. They compare the brand image, features, services, speed, design, and other facilities and benefits among the alternatives. corrupt Decision After completing the evaluation process, the select the most preferred brand which is suitable for them and and so they square up to buy the product. In the scale of Corolla Gli, by and by evaluating all the alternatives the pick Corolla GLi as it is fitted from all perspective. Attitudes of others who already have Corolla GLi, plays an important role to take the purchase decision. And then go for final consumption. Post-purchase BehaviorAfter purchasing the product, consumers will experience some level of satisfaction or dissatisfaction. In the case of Corolla Gli, consumer may try to figure out their satisfaction level. Whether the cars sensed performance is satisfactory or not. 4 h. Product Life cycle stage determination pic Corolla GLi was launched in November 2007 in Bangladesh it went through the introduction stage with not bad(p) success and now it is in the growth stage the features, quality and brand name of the car are attracting more and more authorization buyers day by day. 4 i. drum analysis SWOT stands for internal Strengths and Weaknesses and remote Opportunities and panics.It is used to gauge the degree of fit between the cheekss strategies and its product and to purpose ways in which the organization can profit from strengths and opportunities and shield itself against weaknesses and nemesiss. pic Strengths ? Brand new product ? It represents luxurious life style and symbol of status. ? Showing reliability by the company name Toyota. ? Using WT-i technology Weakness ? Since it is one of the models of corolla so some people may have misperception about GLi as a new brand. ? Because of t he mentioned savvy also GLi still dont have own Brand image. ? No product line and variation in model. Opportunities ? Offering product, which is equivalent to other luxuries car. ? Attracting new customer by providing quality product. Threat Entrance of new competitors. ? Government regulations (new or revised). pic price for Corolla Gli 5. Pricing for Corolla Gli 5a. worth A firm sets prices when it develops a new product, when it introduces its veritable(a) product into a new dispersal bank line or geographical area, when it adds new features in the product, etc. Price is the only element in the merchandising motley that generates revenue the other element generates cost. Price is considered as the major determinant of buyer choice especially in the poorer nation and with commodity type products. Companies set their prices in different ways based on cost, esteem, competitors, customers, etc.Each price system is different from the. Cost based determine strategy is where the organization set prices based on cost of production with that get a certain markup is added for the profit and the product is interchange. Competitors based determine strategy depends on the price of the competitors what they would charge for the product for this pricing strategy the organization either charges same or low price than the competitors. 5b. Pricing strategy of Toyota Corolla Gli Toyota mainly follows cost based pricing strategy for the entire car it manufactures for the luxurious car it follows both cost based pricing strategy and protect based pricing strategy.They deliver the cling to promised by their take account proposition and the customer perceives the measure. To elapse and enhance sensed value in buyers mind Toyota uses other exchange mix elements such as denote and sales force. Value based pricing depends on the product performance, quality, features, customer service, etc. For Corolla GLi Toyota uses both cost based and value based pricing st rategy as this is one of the most luxurious cars of Toyota. Navana is the only importer in Bangladesh who buys Corolla GLi from Toyota. Initially when the car was launched it was sold at a price of 1950000 taka but now as avocation fee has increased and international currency fluctuated the price of Corolla GLi is now 2250000 taka.For the pricing of this car Toyota is also following other pricing strategies they are price skimming strategy which is they are charging maximum price as it is a new product, the demand of this car is already present in other countries and the buyers are also willing to pay any price to buy this car. It is following allowance pricing which is charging high price for the high quality car . It is also following the optional product pricing e. g. for with the car Toyota is providing a luxorious comfortable interior with whip seats, cd player, etc. Therefore concluding price is determined with all these strategies asset the cost of import, duty fee, the cost of freight and the markup of Navana. pic Distribution for Corolla Gli 6. Distribution for Corolla Gli 6a. Distribution or location strategy Most producers do not sell their goods now to final consumers they use bring or market intermediaries to deliver their product to the ultimate consumers. By using intermediaries the cost of the producers and their number of dealing decreases. 6b. Channel dynamics Conventional exchange system- manufacturer, wholesaler, retailer work as unconditional system. No one has control over the other. Each member of the channel has separate objectives. Vertical marketing system- all the members of the channel work as a incorporate team. Hybrid marketing system- when the product is sold by using more than one channel 6c. Distribution of Toyota Toyota has electrical distributors in well-nigh any country. In Bangladesh the main distributor of Toyota is Navana. Navana performs many functions of Toyota. They gather information about possible and current customers of Bangladesh about the government policy and other external factors and communicate the information to Toyota. They make people of Bangladesh aware of the new cars their features and benefits e. g. to prove Corolla Gli Navana used write media, internet, etc for advertisement. They communicate with the customers directly and sell the cars.As Toyota uses in force(p)-in-time approach to some extent they depend on their distributors as the distributors provide them information about customers demand or about the cars of the competitors and Toyota produce their cars thence. Toyota and Navana together follows the Vertical marketing system where they work as a unified team. If Toyota wants to launch a new car in Bangladesh they provide Navana with all the information about the car Navana then analyzes the current marketing situation about the competitors and orders as per demand which is then delivered after 5months through shipment. Navana is an exclusive distri butor of Toyota they are given full authority to sell the cars of Toyota. pic Promotional tools 7. Promotional tools Every company has to sell their products to their desire customers. For that they need to communicate with them.In this circumstances every company use some promotional tools to sell their product. As Toyota interchange specialty product GLI car, they are also using some promotional tools to capture more and more market share. 7 a. Objective of promotional activity Toyota has some certain objectives undersurface their promotional activities. Those ares- ? Giving information about the product ? Whats new in features and benefits ? Trying to create brand value of GLI ? Ultimate increase of market share 7 b. Promotional tools of corolla GLI Toyota using three basic promotional tools to promote Corolla GLI. ? announce ? personalized selling ? read marketing AdvertisingAdvertising is the paid form of non-personal presentation by an individual organization to promote their products towards their customers. Toyota gives advertisement of their product through different media to promote their products towards their customers. Toyota using paper and bill board for their advertising. They go for billboards which are situated in Bijoy Shoroni, Manik Mia Avenue, Kamal Ataturk Avenue, Gulshan 1 & 2, infront of Shonargoan Hotel, Dhanmondi 27, Newmarket. In Chittagong Newmarket, Port city, Nasira bad and Kulshi etc. personalised selling Toyota using personal selling tools to sell and promote corolla GLI. Personal selling is the direct way to connect with customers. Toyota first introduce GLI in Japan trade fair, its a way of personal selling.Also Under personal selling they go for corporate selling and they target bank and company high ranked personalities to buy their product. Its a very effective form of selling corolla GLI. Direct marketing Direct marketing is another tool that used by Toyota to aware about GLI to their customers. Direct marketing is way of marketing where, there are no physical contacts with the customers. They did E-mail campaign to promote GLI as direct marketing. 7 c. Media used by Toyota As Toyota wants to sell their product GLI, they use some media to provide their message to their desired customers. Toyota uses both personal and impersonal parley channels to promote GLI. ? Personal communication channelsPersonal communication channels involve two or more person communicating directly with each other face to face, person to audience, over the phone or through mail, where company get the opportunity to obtain feedback from customers etc. To promote GLI Toyota uses face to face, person to audience and mail as personal communication channels. Also word of babble behavior acting as personal communication channel. ? Nonpersonal communication channels Nonpersonal communication include media, aureole and event, where no face to face communication occur. Moreover no opportunity to get feedback from the cust omers. Toyota uses print media, bill boards, car show etc as nonpersonal communication channel. 7 d.Media budget One of the most concentrated marketing decision is determining how much to spend on promotion. There are some common modes of determining media budget. Those are affordable method, percentage on sales method, competitors parity method and objective and task method. From these Toyota is using a combine approach of affordable and objective-task method. entirely before that they are estimating the budget depending on product life, quantity and brand value. For GLI, Navana the authorized distributor of Toyota budgeted 20-30 lakh for the current year. 7 e. Advertisement effect on sales Toyota marked GLI as a boffo project in Bangladesh.To become prospered Toyota is doing a lot of promotional activities. They also found positive effect on their sales from their promotional activities. As a result they able to sell three hundred to 350 Gli car within 8 months. Its a great achievement in term of selling luxury sedan. Toyota is very successful in term of their promotional activities. Also they use different types of promotional tools to become successful in Bangladeshi competitive car selling market. pic paradox Identification Car is marked as specialty product and also comprehend as luxurious product in our country. So its a bit difficult to maintain a luxurious product like Toyota GLI in every segment of marketing.Although its a very successful project of Toyota in Bangladesh but they faced some problems. 1. Perceived value of corolla in customers mind Customers of Bangladesh perceived that corolla is a brand of common people. As GLI is a sedan of corolla segment, customers perceived that its not a high mark car. Although it is a corolla segment car but it is a high grade car of corolla then other corolla cars. As customers think it is a common brand car they dont want to buy it on that amount of value. So its become a huge marketing problem for c orolla GLI. 2. Brand name GLI Basically GLI doesnt have any meaning. But customers want to know the meaning of it.So it creates some sort of problem to give the prim answer of meaning of GLI. 3. High price GLI is a car of high grade, so its a high price car. As more people wants to buy affordable car they dont want to buy it at a high price. Also some dont want to buy a corolla branded product at a high value. So the high price of the car creates some sort of problem. 4. Off stock pitch time Toyota uses Just in time inventory system. So they manufacture product only on demand. If the stock of GLI car comes to an end then it needs 120 day to delivery the product again through shipment. So off stock delivery time is a problem of Toyota for any car as well for GLI. 5. Rapid growth of competitors high branded carsPreviously, the Bangladeshi car market was captured by Toyota. But in term of luxurious and high branded car, now Nissan, Honda and Mitsubishi entered the market with a great deal. So market becomes competitive and its a new problem for Toyota in Bangladeshi market. 6. Import of recondition cars ample amount of recondition cars are merchandise from Japan to our country. So the new branded cars are loosing their appeal in the market. 7. tender car import and duty law of nature and regulation Car import and duty law is very unstable in our country. It creates hazard for the company to do their business smoothly. Toyota is facing some problems regarding GLI. They are also trying their best to solve those problems.Moreover they marked these problems positively and from the GLI experience they will able to avoid these hazards for their up glide slope projects. 9. Recommendations 1. Customers perceived value- To overcome this situation marketers need to increase the brand value of Corolla GLi. They can increase brand value by adding more features than other Corolla cars, or even compared to the competitors same level cars. They can utilize the brand equi ty of Toyota cars that prevails in the market. They can highlight the brand GLi besides Toyota Corolla. They can evidence GLi from other Corolla. They can differentiate GLi from other Corolla line extensions by bring out the existing features.They can introduce new designs in terms of color, body kits etc new features and also extra facilities. 2. High price- As the price of Corolla GLi is high to overcome this situation marketers can add more value to the product rather than cutting the price. They can have value addition to the product- a. perceived value in terms of brand image. b. tangible value- marketers can introduce new features and design by producing new colors, body kits etc. They can avail more extra facilities and benefits in the car. 3. Though the counseling philosophy of Toyota that is the Just-in- time approach is not a current problem but rather is referred as a potential problem in the long run.Our pass would be to study and be informed about the market demand all the time to avoid any situation of being out of stock. 4. The rapid growth of competitors branded cars is a great threat to Toyota worldwide as well as in Bangladesh. The marketer should always be aware of bringing in, what are the benefits that will be available etc and plan accordingly to reduce the threat of being out of model or even out of market. References & Bibliography www. amartoyota. com www. toyota. com www. toyotahistory. com www. toyotacarzone. com Marketing Management-Philip Kotler 11th edition, Prentice manor hall Advertising Principle & Practice William surface and Sandra Moriarty, 7th edition, Prentice Hall. www. bdnewspaper. com - Star (Probox) Question Mark (Corolla GLi) Cash Cow (Yaris) Dogs (Crown) High Low Involvement Involvement pregnant difference Between brands Few difference Between brands Complex Buying Variety Seeking buying Habitual buying Dissonance Reducing Buying Purchase Decision Post-purchase Behavior Evaluation of Alternatives training Search Need Recognition clipping Product Develop- ment Introduction Profits sales Growths Maturity Decline Losses/ Investments ($) gross sales and Profits ($) GLi