5.19 : 品牌和产品的组合

A brand portfolio represents all brands under a company, while a product portfolio comprises all products under these brands.

Brand and product portfolio management involves organizing and monitoring these portfolios using tools like the Growth Share Matrix.

The Growth Share matrix classifies a company's products or brands into four quadrants: Cash Cows, Question Marks, Stars, and Pets, based on market share and market growth rate.

For instance, Toyota's well-established brands like Corolla and Camry are "Cash Cows" with high market share and stable growth.

It would require strategies for retaining customers and diversifying product offerings by investing in new ventures, like EVs.

"Question marks," such as EVs, would require investments in advertising and promotion to increase market share.

The "Stars"  include innovative lines like all-new hydrogen cars, which require aggressive marketing to sustain the market share.

Older brands like Venza, with declining sales, are considered "Pets" and would require phasing out if repositioning is impossible.

Efficient matrix management allows businesses to allocate resources,  supporting brands according to their potential.