Branding and Consumer Behaviour

Toyota has recently developed Kirobo Mini, a 10cm tall communication companion. The company plans to sell the mini robot initially in Japan for about £300 excluding tax, with an additional monthly fee of around £2.50 for use of the dedicated app. The mini robot can use data to inform future innovations and develop transport that is in tune with the driver’s mood, suggesting places to visit, routes to travel and music to listen to. It also enhances safety for people that drive on their own. Kirobo Mini could thus help driving become a physically and emotionally transformative experience.
Submit a 2500 word report on a Branding Plan for Kirobo’s Mini introduction in the UK.
Start by looking online for more information on the product. Decide to introduce the Kirobo Mini as it stands (for its current use/in its current form), or you may choose to introduce such a mini robot for any other use. It is up to your team to brainstorm and make this decision. This should include:
1. Target market: Who should your Kirobo Mini’s target market? Present a target customer profile.
2. Competitors, POPs and PODs: Who are your Kirobo Mini’s direct and indirect competitors in the UK? What are your Kirobo Mini’s Points of Parity? And what are its Points of Difference?
3. Brand positioning: How should this brand be positioned in the minds of consumers? Create a brand positioning statement.
4. Brand strategy: Propose a product (this can be the same as the current product or altered based on your group’s decision), pricing (may need to be revisited depending on the changes that you may be making to the product – you’ll need to make some assumptions here), promotion and distribution strategy to build brand awareness (brand recognition and brand recall) and brand image (strength, favorability and uniqueness of associations to the brand). Social media will need to be heavily employed.
5. Brand growth: How can your Kirobo Mini grow and sustain growth? Should brand extensions play a role? If yes, prepare a timeline with the introduction of appropriate brand extensions.

Indicative Report Structure for the Branding Plan
An indicative structure for your report is as follows:
– Title page
– Table of contents
– Executive Summary
1. Introduction
2. Target market
3. Competition, POPs and PODs
4. Brand positioning
5. Brand strategy
5.1 Product
5.2 Price
5.3 Promotion
5.4 Distribution
6. Conclusion
– References
– Appendices
Note 1: The Table of Contents, Executive Summary, References and Appendices are not included in the word limit.
Note 2: As a group you will need to prepare a short presentation and then elect one person from your group to present this in class. Any feedback given on the day can then be incorporated in the group’s report. More information on the presentations will be given in class during week 1