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TOTO: Segmentation, Targeting, Differentiation and Positioning Strategy

Create a marketing plan for TOTO to expand in the Australian consumer market.

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Added on  2023-06-16

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This article discusses TOTO's background as a global manufacturer of luxury toilets and bidets. It then delves into their market segmentation strategy, target market, differentiation advantage, and positioning strategy. The target market for TOTO's products is the higher income group people who have a fine taste in furniture and everything they own. TOTO differentiates itself from competitors by providing luxurious toilet products of the best design and quality. Their positioning strategy is to be perceived as an environmentally friendly high-end toilet product that consumers can build at their homes.

TOTO: Segmentation, Targeting, Differentiation and Positioning Strategy

Create a marketing plan for TOTO to expand in the Australian consumer market.

   Added on 2023-06-16

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TOTO
ASSESSMENT 2
MMK101 TRIMESTER 3
SEGMENTATION,
TARGETING,
DIFFERENTIATION AND
POSITIONING STRATEGY
Student Name:
TOTO: Segmentation, Targeting, Differentiation and Positioning Strategy_1
Student Number:
Table of Contents
1.1. Background...........................................................................................................................3
1.2. Market Segmentation............................................................................................................3
1.3. Target Market.......................................................................................................................5
1.4. Differentiation and Positioning Strategy..............................................................................6
Reference List..................................................................................................................................7
TOTO: Segmentation, Targeting, Differentiation and Positioning Strategy_2
1.1.Background
TOTO is a global manufacturer of luxury toilets and bidets. It was found in 1917 in
Japan. The name is an abbreviation for the Japanese words Toyo Toki that means Oriental
Ceramics. TOTO’s philosophy is to protect the environment while designing bathroom
furnishings and preserve the limited resources (Perreault Jr, Cannon and McCarthy 2013).
Although the product line of the firm includes all bathing solutions like bathtubs, showers, basins
and plumbing supplies, the company is best known for its high end innovative toilets. In 1980,
the brand integrated the wash-let bidet and has sold 33 million bidets since then throughout the
globe.
1.2.Market Segmentation
Market segmentation can be defined as the process of dividing a broad consumer market,
which consists of both existing and potential customers into different sub groups of customers,
which are segregated on some kind of shared characteristics. TOTO ` segmentation basis should
apply specific focus on the reasoning behind TOTO`s product and how TOTO seeks to capture a
portion of the market. The various segments include Demographic, Geographic, Psychographic
and Behavioral.
The demographic segment relates to segmentation based on the gender, race or income of
a group of people. Since, TOTO is a luxurious brand it offers high products, which cannot be
afforded by all, therefore by segmenting the market based on income TOTO, can target the right
TOTO: Segmentation, Targeting, Differentiation and Positioning Strategy_3

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