A Detailed Study
PRODUCT POLICY AND BRAND MANAGEMENT
ASSIGNMENT SUBMITTED TO
COURSE INSTRUCTOR: DR NITHYA M
Student Name: SABARINATH M V
Roll No: M180019MS
HISTORY
TOYOTA IN INDIA MILESTONES
PRODUCT MIX ANALYSIS OF Toyota
TOYOTA
SUV/Cross Station Commercial
Sports
86 car Sedan
Crown Harrier
over PRIUS V MPV
Alphard Hatchback
AGYA HiAce
wagon vehicle
Supra CROWN C-HR Corolla Avanza AYGO ProAce
Standard Touring
CRUISER Sports Calya ETIOS Tacoma
CROWN
LIVA
"RS" LAND Innova Tundra
CROWN CRUISER ETIOS
Sienna CROSS Coaster
MAJESTA
Land
Century Cruiser Sienta PRIUS C Dyna
Prado
Camry Previa Yaris PIXIS
Hilux EPOCH
MIRAI YARIS
Rush (Asia) PIXIS
Mark X MEGA
Allion Sequoia
PIXIS JOY
Premio RAV4
PIXIS
Avalon 4Runner TRUCK
Corolla Fortuner PIXIS
VAN
COROLL Highlande
A (Europe) r
COROLL
A (North
America)
COROLL
A
HATCHB
ACK
ETIOS
Product mix width of TOYOTA= 7
Line Length Depth Average Depth
Sports car 2 0 0
Sedan 10 6 .6
SUV/Crossover 9 3 .33
Station wagon 2 0 0
MPV 7 0 0
Hatchback 5 2 .4
Commercial vehicle 7 5 .714
CLASSIFICATION OF NEW PRODUCTS
New Service Classification Features
TOYOTA-28 Product New to A new boat, the
company Ponam-28V. The
Ponam-28V was
developed as a
premium sports
cruiser,
combining high
cruising
performance with
excellent riding
comfort coupled
with a luxurious,
user-friendly
interior
Toyota 86 Shooting Style changes for the The Shooting
Brake product Brake concept,
which adds a
more practical
hatch styling to
the rear of the
sporty coupe,.
Toyota Camatte New to the world Electric vehicle
product with customisable
body panels to
teach children
how cars function
Toyota Concept-i Ride. Innovative product City car optimised
for drivers with
wheelchairs
Toyota Corolla Furia Product modification The face has a
bold design with
narrow
headlights, an
octagonal grille, a
short hood and a
raked windshield.
The tailgate gets
arrow shaped
LED taillights,
twin tailpipes and
a sporty diffuser.
a 4-inch longer
wheelbase than
the current model
at once.
Toyota FCV New to the world It is a fuel cell
product vehicle (FCV)
uses hydrogen for
fuel, and emits
only water as
exhaust—
precisely the
reason that they
are being lauded
as the "ultimate
eco-car.
Toyota UUV Product modification Ultimate Urban
Vehicle. Modified
Sienna body on a
Tacoma chassis
Service Improvements Sports 800
Toyota Sports EV converted to twin
Twin electric motors
Toyota NS4 Technological Safety equipment
Improvements includes pre-
collision radar
which alerts the
driver and also
guides the NS4
away from
obstacles,
headlights which
self-adjust to
avoid glare for
other vehicles,
cameras
providing a
complete wrap-
around view
instead of mirrors.
A solar panel
covers the roof to
recharge the
battery.
Toyota Tj Cruiser Line extention It uses a
monocoque
chassis instead of
a separate frame.
The paint was
specially designed
to be non-slip and
scratch proof. The
three passenger
seats can fold flat
in order to hold
more cargo
CONCEPT DEVELOPMENT OF A NEW PRODUCT FOR TOYOTA
Concept: TOYOTA I SERIES -CARS
A car which uses artificial intelligence to self-drive and understand the needs of passengers
and also able to adapt and drive in any terrain. Which is capable of using hybrid energy
sources such as hydrogen, electricity & solar energy as fuel and a complete eco-friendly
vehicle.
Roger’s Innovation ACCORD model
Relative Advantage: it comes with most advanced technological developments such as AI
which helps in safe journey .The need for a driver is not required .helps in time saving in
journey .voice and gesture recognition features are available .It will also include music and
videos from internet. It is eco-friendly with no pollution.
Compatibility: The need for the eco-friendly and high technology luxury vehicles are highly
demanded across the world .so the product can a huge success. The rich people around the
globe will be in need of the product.
Complexity: This concept is simple and the benefits are easy to communicate with users.
The test drive can be arranged with the potential customers and the product can be displayed
in different auto expo.
Observability: The car is customer friendly and users does not even need to drive the car
they just have to tell where to go. They does not produce any environmental pollution so that
it will accepted by different governments.
Risk: Risk of product failure is less as there is a wide accepetance for the AI powerd cars all
around the globe and the people buying the hybrid vehicles growth rate is high. Toyota also
has a brand value and high customer trust which gives it an advantage. Specific features such
as easy to use, customization, interactivity and reliability makes it more convenient to attract
users.
Divisibility: Test drives can be given to increase more trialability. This will make more
number of users to try and experience all the features of the vehicle.
CONCEPT TESTING USING MAP ANALYSIS
(Test your proposed concepts using quadrant, perceptual & joint space analysis.
Include the segments in the joint space analysis. Detail on the attributes and the
closer competitors for the proposed category. A colour print of the map analysis
is must to differentiate the location of the attributes.)
CONCEPT TESTING USING CONJOINT ANALYSIS
(Feed the mix of attributes along with the levels to create the orthogonal matrix,
attest the print in the assignment. Collect the sequential preference from at least
10 respondents; affix the same in the assignment. Feed the data in the spss run
the conjoint analysis using the syntax, print the output affix with the
assignment. Interpret the results based on the importance and utility of the
attributes and suggest the suitable combinations of the attributes for new
product development.)
NEW PRODUCT ASSESSMENT
(Based on assumptions and knowledge from the market, do a cost calculation
for the proposed new product and calculate the break-even)
BRAND IDENTITY PRISM
Create Kapferer’s brand identity prism for your brand with 6 dimensions
BRAND EQUITY MODEL
Elaborate how your brand achieves brand equity through brand salience, logical
and emotional dimensions of brand building components. Describe the
achievement of each building block with suitable advertisements from the
parent company.
BRAND HIERARCHY
Give the detailed hierarchical branch out of brand portfolio, elaborate the
naming strategy followed by the brand (Corporate brand/Family
brand/Individual brand/Modifier). Include suitable pictures for the brand
hierarchy.
BRAND LEVERAGING/FORTIFYING STRATEGY
Bring out the suitable revitalizing/ repositioning efforts followed by the brand.
In addition bring out the recent brand extension or co-branded products with
suitable examples and pictures.
CORPORATE IMAGE STRATEGY
List the cause-related and green marketing communications adopted by the
brand to enhance the corporate/brand image. The details may include
advertisements related to a cause, society or environment.