Toyota Prius

3502 Words Mar 8th, 2006 15 Pages
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
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What has given the Prius continued growth has been the ever growing trend of higher gas prices that has led many gas guzzling Americans to take a second look at the Toyota Prius, this is evident by recent trend in increase in the U.S. Prius sales in which there were 15,556 in 2001. They increased to 20,119 in 2002, from 2003 to 2004 the Prius saw a 110% increase in sales.

We Got Company: Competition

Toyota has been able to prove that the Hybrid vehicle is not the vehicle equivalent of the pet rock. Creating this opening for the hybrid market has given Toyota a lot of competition. The Prius's closest competitor came from Toyota's chief rival Honda, which a year after the introduction of the Prius saw the arrival of the Honda Insight in the Asian markets. The Insight provides consumers with a more fuel economic vehicle at 61 / 70 mpg, which are at about the same price, with a 10-mpg advantage in city miles over the Prius and a 25-mpg advantage in highway travel. What the Insight does not have is the Space, the Honda Insight has an overall space of 155.1 inches while the Prius has an additional twenty inches of space, in a country that demands horsepower the

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