Toshiba Marketing Strategy & Marketing Mix (4Ps)

Published by MBA Skool Team, Last Updated: March 25, 2017

Marketing Strategy of Toshiba analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Toshiba marketing mix, help the brand succeed.

Toshiba marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.

Let us start the Toshiba Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:

Toshiba Product Strategy:

The product strategy and mix in Toshiba marketing strategy can be explained as follows:

Toshiba is a multinational conglomerate which offers diversified products and services. The products and service offered by Toshiba in its marketing mix can be broadly classified into 4 categories:

a. Lifestyle and office automation: It includes personal computers, Toshiba TV and other office automation systems. Examples of the products offered are: e-STUDIO Multifunction Printers, Satellite pro laptop, protégé etc.

b. Storage and Electronic Device Solution: Some of the products offered in this segment by Toshiba are Microcomputers, power supply ICs, memory storage device, optical semiconductor etc.

c. Infrastructure systems and solutions: Some of the offering in this segment are : products for railway systems like PMSM propulsion system, rechargeable batteries, Industrial systems like ac drivers, Motors and digital soft start, High speed elevators, water treatment plant products and many more.

d. Energy systems and solution: Some of Toshiba’s offering in this segment are products for thermal power system, hydro electric system, transmission and distribution system, powering meters etc.


Image: flickr-photos/fufuwolf/


Toshiba Price/Pricing Strategy:

Below is the pricing strategy in Toshiba marketing strategy:

Toshiba has got several offerings and a wide product portfolio.

As the numbers of competitors are more in the electronic industry therefore Toshiba follows a competitive pricing strategy for its products. The reason for this pricing strategy is because buyers (consumers) have more bargaining power and can switch brands easily. Toshiba always focuses on providing best quality products to its customers as pricing are nearly same by all competitors. Toshiba also charges high prices for its new and innovative products that are not in the competitor’s product line like laptops, memory storage devices etc. The company also sometimes follows flexible pricing policy and gives discount on its products mostly sold through ecommerce portals. For its business division of Infrastructure system and Energy system and solution the company charges premium pricing strategy for its innovative products and solutions. This covers the marketing mix strategy related to its pricing.


Toshiba Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Toshiba SWOT Analysis, STP & Competitors

Toshiba Place & Distribution Strategy:

Following is the distribution strategy in the Toshiba marketing mix:

Toshiba Corporation is headquartered at Tokyo, Japan but has got presence worldwide. The company has got a worldwide presence covering America, Asia Pacific, Europe and Middle East and Africa. Toshiba has got more than 21 thousand employees working for it. Toshiba has also got 39 R&D facilities around the globe. Toshiba uses a mix of push and pull strategy for its distribution channel. Toshiba also uses online platform to sell its products. The products can be purchased from any e-commerce website like amazon, snapdeal etc. Toshiba also runs its own standalone retail outlet and also in shops in malls. It has tie up with Carrefour, compume, computer shop to sell its products. Moreover Toshiba has got its own website from where the user can place order and pay the bill.

Toshiba products have got international warranty and any complain can be either registered online or to a toll free number by contacting their support team.


Toshiba Promotion & Advertising Strategy:

The promotional and advertising strategy in the Toshiba marketing strategy is as follows:

Toshiba uses omni channel to promote its brand and products. Toshiba is engaged in promotional activities on TV, radio, print, social media, events and sponsorships. Toshiba has hired some famous celebrities in India like Sachin Tendulkar, Vidya Balan to endorse the brand. Toshiba also offers discount cards and coupons as a part of its sales scheme. The company also engages in sponsoring various events and sports team like Rugby World Cup 2015, Olympic and commonwealth game athlete. Toshiba also indulges in CSR events like Taronga Zo event to increase awareness about wildlife among visitors. Toshiba is also active on social media like facebook, twitter for resolving customer’s issue and better connectivity with people to increase brand awareness. Toshiba has also launched integrated marketing campaign to promote its brand proposition ‘Bring Life Forward’ which was a B2B promotional strategy to raise brand awareness and concept of green energy to make people’s life better which was well received by industry. Hence, the Toshiba marketing mix is summarized as above.


About Toshiba:

Toshiba Corporation is one of the leading multinational conglomerates in the world. Toshiba is a Japanese based company which is headquartered at Tokyo, Japan. It was founded in the year 1938 after the merger of Shibaura Seisaku-sho and Tokyo Denki. The current chairman of Toshiba is Shigenori Shiga and the current CEO of the company is Satoshi Tsunakawa. The company has got a worldwide presence covering America, Asia Pacific, Europe and Middle East and Africa. Toshiba provides both products and services. The product includes Electronic, Semi conductors, Home appliances, Medical equipments, Office equipment and many more. Toshiba also offers service in the area of IT and logistics. Toshiba as a conglomerate can be divided into four categories: Digital Product segment, Electronic Device Segment, home appliance segment and Social Infrastructure segment.

Toshiba has got more than 21 thousand employees working for it. The tagline of the company is ‘Leading innovation’.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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The names and other brand information used in the Marketing Strategy & Mix section are properties of their respective companies. The companies are not associated with MBA Skool in any way.

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