Presented By

RESHMA.M

Toshiba India Private Limited - • Head Office in NCR (Gurgaon),• Branch Offices in Mumbai, Bangalore & Chennai, • Representatives in Ahmedabad, • Pune, Bhopal, Kolkata, Hyderabad, Chandigarh• TPSC (India) Private Limited in Hyderabad• Toshiba Embedded Software(India) • Private Limited in Bangalore• Toshiba JSW Turbine and • Generator Private Limited in Chennai

Toshiba CorporationType : PublicTraded as TYO: 6502OSE: 6502NSE: 6502LSE: TOSIndustry : ElectronicsComputer systems

HISTORY

• Toshiba was founded by the merging of two companies, Tanaka Seizosho and Hakunetsusha, Tokyo, Japan, in 1939.

• Tanaka Engineering Works, was Japan's first manufacturer of telegraph equipment.

• Hakunetsusha was Japan's first producer of incandescent electric lamps.

• 1970, Toshiba started expending strongly by acquiring many heavy engineering and primary industry firms.

• In 1987, Toshiba was accused of illegally selling CNC milling machines used to produce very quiet submarine propellers to the Soviet Union.

• In 2004, Toshiba announced it would discontinue manufacturing traditional in-house cathode ray tube televisions.

• In 2008 Toshiba announced that it was to drop its format in the HD DVD.

Vision : • To be the best global source of residential air

conditioners for Toshiba and Carrier brands in quality, cost, delivery and customer service.

Mission: • To operate our business to excel in 4 areas,

shareholders value, customers’ satisfaction, employees’ satisfaction and Corporate Social Responsibility.

Strategy:

• More of, and from the same in terms of product chassis, manufacturing facilities, design engineering capabilities, testing facilities, supply chain and factory footprint

• Aim at Creating an EXPERIENCE brand

toshiba An Integrated Digital Marketing Plan

The Strategy: What is an EXPERIENCE BRAND?

Financial Statements for toshiba • Year over year, Toshiba Corporation has seen

revenues fall from ¥6.4T to ¥6.1T. • This along with an increase in the cost of goods sold

expense has led to a reduction in the bottom line from ¥137.8B to ¥73.7B.

Products, services and standards

• including air conditioners,• consumer electronics (including televisions and DVD

and Blu-ray players• control systems (including air-traffi etc,• electronic point of sale equipment,[21] elevators an

d escalators,• home appliances (including refrigerators and washin

g machines),• IT services• lighting

STRUCTURE

toshiba An Integrated Digital Marketing Plan

The Objectives

Reach of the product in the target audience

First hand feedback of the product

Engagement and BuzzAmong Bloggers and

Social Media Influencers

Finding a full time Brand Evangelists for

Toshiba

FINANCIAL POSITION

• Revenue ¥6.3 trillion (2011)[2]• Operating income ¥240.3 billion (2011)[2]• Net income ¥137.8 billion (2011)[2]• Total assets ¥5.3 trillion (2011)[2]• Total equity ¥1.7 trillion (2011)[2]• Employees212,000 (2011)[2]

Operations

• The current Toshiba headquarters in Minato, Tokyo, Japan.

• The Toshiba research and development facility in Kawasaki, Kanagawa, Japan.

• Toshiba Europe offices in Neuss, Germany.

principal divisions and subsidiaries• Digital Products Group• Digital Products and Services Company (consumer &

professional electronics: TV, PC, cell phone, etc.)• Network & Solution Control Center

toshiba An Integrated Digital Marketing Plan

The Channels to ‘EXPERIENCE INNOVATION’

• Website

• Facebook

• Twitter

• Blogs

• Email Marketing

• Call Centre

Toshiba TEC Corporation

• Electronic Devices & Components Group• Semiconductor & Storage Products Company• Discrete Semiconductor Division• Analog & Imaging IC Division• Logic LSI Division• Memory Division• Storage Products Division• Center For Semiconductor Research & Development

Three Top Competitors

• Intel

• Samsung

• Texas Instruments

PRODUCTS

• materials and electronic components• medical equipment (including CT and MRI scanners,

ultrasound equipment and X-ray equipment)• office equipment• personal computers• semiconductors• power systems (including electricity turbines, fuel

cells and nuclear reactors)[28] power transmission and distribution systems

• TFT displays.

Market Watch

• Semiconductor market expects a 17% sales drop from Quarter 4 2008 to the current 1st Quarter 2009

• 1st decline in semiconductor sales since 2001• Expected to regain growth in 2010 up 7.4% and up

7.5% in 2011

Future Profile

• Start investing in different semiconductor section

• Create more effective and cheaper semiconductors.

• Reduce cost of producing semiconductor• Continuously develop the nuclear power plant

industry

toshiba An Integrated Digital Marketing Plan

The Approach

DIGITAL cannot exist in ISOLATION

It has to belong to an ecosystem of Cooperative Channels of Participation

Current Profile

• Toshiba is currently competing in 3 major industry fields

• Infrastructure-(Nuclear power plants, rail roads, etc)

• Consumer Products-(LCD-TV's, Digital phones, Pc’s, laptops, etc)

• Electronic devices and components-(Semiconductors, metal conductors, display technology, etc)

toshiba An Integrated Digital Marketing Plan

WEBSITE: Design Approach