Project Title

Toto: A Game of Thrones Taking Place in the U.S.

Presenters

Academic department under which the project should be listed

CCOB - Marketing & Professional Sales

Faculty Sponsor Name

Mona Sinha

We are currently finalizing the full paper.

Abstract (300 words maximum)

Toto is a 100-year-old Japanese Company; Toto manufacturers are at the epitome of Luxury and Innovative Bathroom Utilities. Toto has differentiated its brand with a plethora of state of the art bathroom equipment such as, One-Piece, Two-Piece, and Wall-Hung toilets, as well as Bidets, Washlets, and Toilets with built-in Ultraviolet Sanitation equipment. Through both a century of history and a commitment to excellence, Toto has positioned its brand above the competition. However, despite its long history of excellence, Toto’s recent entry into the U.S. market has been challenging. The ‘Bathroom Conversation’ makes it difficult for Toto to advertise to the High-Class clients they aim to appeal to. Apart from Changing Societal Perception, Toto also faces a Target Market Issue. Though Toto has established its brand as an exclusive and luxurious manufacturer, its high price point and technological innovations may not effectively appeal to their intended target market. Toto’s groundbreaking Actilight Technology destroys bacteria and is an overall healthier approach to human waste disposal; however, the $10,000 price tag of the Neorest toilet may be well above what most Americans would be willing to budget for a toilet. This case study explores the struggles of Toto in the United States. The case questions focus on the marketing strategy changes that Toto must make to succeed in the US.

Project Type

Poster

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Toto: A Game of Thrones Taking Place in the U.S.

Toto is a 100-year-old Japanese Company; Toto manufacturers are at the epitome of Luxury and Innovative Bathroom Utilities. Toto has differentiated its brand with a plethora of state of the art bathroom equipment such as, One-Piece, Two-Piece, and Wall-Hung toilets, as well as Bidets, Washlets, and Toilets with built-in Ultraviolet Sanitation equipment. Through both a century of history and a commitment to excellence, Toto has positioned its brand above the competition. However, despite its long history of excellence, Toto’s recent entry into the U.S. market has been challenging. The ‘Bathroom Conversation’ makes it difficult for Toto to advertise to the High-Class clients they aim to appeal to. Apart from Changing Societal Perception, Toto also faces a Target Market Issue. Though Toto has established its brand as an exclusive and luxurious manufacturer, its high price point and technological innovations may not effectively appeal to their intended target market. Toto’s groundbreaking Actilight Technology destroys bacteria and is an overall healthier approach to human waste disposal; however, the $10,000 price tag of the Neorest toilet may be well above what most Americans would be willing to budget for a toilet. This case study explores the struggles of Toto in the United States. The case questions focus on the marketing strategy changes that Toto must make to succeed in the US.