Toyota Prius
Contents:
Executive Summary 3
Introduction 3
The Automobile Market 4
Competition 4
Leading Suppliers of Cars 4 Current Offerings 5
Prius Target Market/ Segmentation Criteria 5
Demographic 6
Psychographic 6
Geographic 6
Toyota 7
SWOT Analysis 7
Marketing Communication 8
Major Trends 8
Marketing Strategy 8
Communication Mix 9
Marketing Campaign 10
Media Strategy 11
Post Campaign Testing 11
Summary 11
Current Future Environment 12 Appendix
Attitudes of Consumers Towards Green Cars (% of respondents), 13
Hybrid Owner Survey 14
Media Advantages and Disadvatages 15
Bibliography & References 16
Executive Summary
Objective
In our marketing plan we will be analyzing the many different aspects of the current marketing environment of the Toyota Prius, a sedan that is currently in the lead of the relatively new hybrid market, what we will attempt to do is to educate possible investors and the general public about the current marketing situation and various issues, that the Toyota company has to tackle to continue to have a strong hold in the hybrid market, and the sedan market in general. We feel that there has to be a focus on a propagation of information to the public on the benefits of the hybrid vehicles. We will show that through mass media saturation and greater communications of the benefits of owning a hybrid, Toyota could capture a larger target market. Toyota also has to make an effort to limit the myths that have been surrounding hybrid vehicles, such as that it needs to be plugged in to be charged.
Changing Ideas
Ever since the advent of the internal combustion engine there has been an ever-growing need for fossil fuels. As automobiles have gotten faster, larger and more gas dependent we have seen depletion in the worlds fuel supply. The automobile industry has had to look to new and better ways of utilizing the ever-shortening supply of natural gas. One solution that has emerged is the electric
Executive Summary 3
Introduction 3
The Automobile Market 4
Competition 4
Leading Suppliers of Cars 4 Current Offerings 5
Prius Target Market/ Segmentation Criteria 5
Demographic 6
Psychographic 6
Geographic 6
Toyota 7
SWOT Analysis 7
Marketing Communication 8
Major Trends 8
Marketing Strategy 8
Communication Mix 9
Marketing Campaign 10
Media Strategy 11
Post Campaign Testing 11
Summary 11
Current Future Environment 12 Appendix
Attitudes of Consumers Towards Green Cars (% of respondents), 13
Hybrid Owner Survey 14
Media Advantages and Disadvatages 15
Bibliography & References 16
Executive Summary
Objective
In our marketing plan we will be analyzing the many different aspects of the current marketing environment of the Toyota Prius, a sedan that is currently in the lead of the relatively new hybrid market, what we will attempt to do is to educate possible investors and the general public about the current marketing situation and various issues, that the Toyota company has to tackle to continue to have a strong hold in the hybrid market, and the sedan market in general. We feel that there has to be a focus on a propagation of information to the public on the benefits of the hybrid vehicles. We will show that through mass media saturation and greater communications of the benefits of owning a hybrid, Toyota could capture a larger target market. Toyota also has to make an effort to limit the myths that have been surrounding hybrid vehicles, such as that it needs to be plugged in to be charged.
Changing Ideas
Ever since the advent of the internal combustion engine there has been an ever-growing need for fossil fuels. As automobiles have gotten faster, larger and more gas dependent we have seen depletion in the worlds fuel supply. The automobile industry has had to look to new and better ways of utilizing the ever-shortening supply of natural gas. One solution that has emerged is the electric
References: Denison, Andrew. " Motor Trend Announces 2004 Car of the Year" Motor Trend Magazine." Eating Well Jan. - Nov. 2003: 44-55.