1 / 9

The Context of New Product Development

This analysis delves into the new product development strategies employed for the Toyota Prius, highlighting essential techniques such as the Means-End Chain and the Boston Consultancy Group Matrix. It examines how consumers perceive the Prius and the communication strategies Toyota uses to emphasize its value proposition. By comparing the Prius with competitors through positioning analysis, market share insights, and future opportunities for hybrids, this discussion provides a comprehensive overview of Toyota's strategic approach to capturing market interest and consumer loyalty.

london
Télécharger la présentation

The Context of New Product Development

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Chosen topic: Toyota Prius The Context of New Product Development Joep Wijnands, Jordy Wubbels & Maarten Geraets

  2. Why these techniques? • Means-end chain • How do they want their product to be seen and communicated? • Boston Consultancy Group Matrix • Overview of market share and future opportunities • Positioning • Position compared to competitors

  3. Means-end chain

  4. Means-end chain • End value is reason to purchase • Advertising the right characteristics connects to consumer wants and makes them buy • How to communicate your product • Laddering to uncover means-end chains

  5. Boston Consultancy Group Matrix

  6. Boston Consultancy Group Matrix • Based on product-life-cycle theory • Basic Idea • Portfolio of product • Different parts • Advantages/Disadvantages

  7. Positioning

  8. Positioning • brand/product position as compared to your competitors • relationship between competitors and the criteria used by your consumers while making purchase decisions • simple overview with graphic figures

  9. What next? • Means-end chain • End value of Prius for consumer • Toyota’s way of communicating their product • Boston Consultancy Group Matrix • Market share of Hybrids and their future • Positioning • Compare the Prius with competitors concerning different aspects

More Related