Toyota Prius: A

Case in New
Product
Development
TOYOTA- SUBSTANCE NOT
ONLY STYLE TRIUMPHS
 From where it
started….
In 1897 Sakichi Toyoda
turned the tables round.

Sakichi puts Kiichiro in the

driver’s seat.

Kiichiro introduces “Just-

in-Time” Approach.
THE TOYOTA WAY
Technology of Hybrid car -
Prius.
 Marketing Strategy
of Prius
Think Global , Act Local
( Glocalization)
….Engine modification
….Battery pack changed
….LCD Monitor converted
….U.S.P

Market Research

Direct Marketing

Buzz Marketing
 LEARNINGS FROM THE
CASE

Prius was efficient, stylish and safe

 Launched as per the need of the hour
 Know the market very well before you
launch
 Always play safe- 300 patents for
original Prius and 370
For new Prius
Merushi….Than
k you