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Book Cover
Author Kniazeva, Maria, author

Title Toilet cult in Bollywood : marketing Toto in India / Maria Kniazeva
Published London : SAGE Publications: SAGE Business Cases Originals, 2019


Description 1 online resource
Series SAGE Knowledge. Cases
SAGE research methods. Cases
SAGE Knowledge. Cases
SAGE research methods. Cases
Summary A century-old Japanese company, TOTO Ltd is the world's largest manufacturer of toilets. Its brand has become a household name in Japan, and its sanitary wares are admired globally. Targeting well-off consumers, the company has positioned its products as everyday luxuries. Known for constant technological innovation, TOTO recently launched its newest "Washlet" model with a sticker price of USD 6,000, which was instantly back ordered. The company has had less success in India, a country that TOTO's leadership has designated a new long-term development market. Seeing opportunity in the fact that 500 million residents in India relieve themselves in the open, TOTO's management discovered that many rural communities resist using toilets. Used to marketing state-of-the-art toilets to fastidious global consumers, the company president Madoka Kitamura is attempting to find a way to make the rural population in India embrace TOTO's toilets
Bibliography Includes bibliographical references and index
Notes Description based on XML content
Subject Tōtō Kiki Kabushiki Kaisha -- Case studies
SUBJECT Tōtō Kiki Kabushiki Kaisha fast
Subject Product management -- Case studies
Technological innovations -- Case studies
Sewage disposal -- India -- Case studies
Toilets -- India -- Case studies
Product management
Sewage disposal
Technological innovations
Genre/Form Case studies
Case studies.
Études de cas.
Form Electronic book
ISBN 9781526477149