The car Market4
Leading Suppliers of Cars4
Current Offerings 5
Prius Target Market/ Segmentation Criteria5
Mass media Strategy11
Content Campaign Testing11
Current Future Environment12
Perceptions of Consumers Toward Green Vehicles (% of respondents), 13 Hybrid Owner Survey14
Multimedia Advantages and Disadvatages15
Bibliography & References16
Executive Brief summary
Inside our marketing program we will be studying the many different aspects of the current marketing environment of the Toyota Prius, a sedan that may be currently in the lead of the relatively new cross market, what we will attempt to do is to educate possible traders and the general public about the present marketing situation and several issues, that the Toyota business has to tackle to continue to experience a strong keep in the hybrid market, plus the sedan industry in general. We feel that there needs to be a focus on a propagation info to the general public on the great things about the cross types vehicles. We all will show that through advertising saturation and greater sales and marketing communications of the benefits associated with owning a hybrid, Toyota may capture a bigger target market. Toyota also has to create an effort to limit the myths which have been surrounding hybrid vehicles, including that it has to be plugged in to get charged.
Since that time the advent of the internal combustion engine there has been an ever-growing need for fossil fuels. As cars have obtained faster, much larger and more gas dependent we now have seen destruction in the planets fuel source. The automobile sector has had to look to fresh and better ways of using the ever-shortening supply of gas. One option that has emerged is the electric powered automobile, which is totally independent of the thirst to get natural fuel. The problems with electric automobiles are they are heavy. They are bulky, they have a limited ability, and an average lead-acid battery power might hold 12 to 15 kilowatt-hours of electricity, providing an car a number of only 50 mls or so. They are slow to charge, standard recharge occasions for a lead-acid pack selection between four to 10 hours for full fee, depending on the electric battery technology as well as the charger. They have a short life, three to four years, perhaps 2 hundred full charge/discharge cycles. The various problems include kept the leading car suppliers from sampling into the electrical car industry.
The Bargain: Hybrid Vehicles
In the late 90's the car industry received a new addition, this is the crossbreed vehicle, which in turn took a good idea that had been in locomotives since the dawn from the diesel engine and decided to incorporate that into the auto world. The Hybrid vehicle was the give up between the fully fuel reliant vehicle as well as the ultra high-priced fully electric powered vehicle. The Prius was your first major hybrid automobile to hit the car market in 1997 it first strike markets in Asia and the end of 1999 it arrived in america. What sets apart the Prius from other mixed-style models such as the Honda Insight is the fact improves emissions in metropolitan driving. The Prius does this by utilizing a parallel cross powertrain, this is known as the Toyota Hybrid System.
Breaking Into the market
Toyota must give attention to increasing the exposure and market potential of the Prius in the ever growing U. T market. Even though the Prius has done well in the U. S i9000 markets, nearly doublings the profits annually since 2001, there are still problems that the Prius has had in the U. S car market. One of the conditions that have bothered the Toyota Prius relating to Car and Rider and Managed speed magazine is the fact that that the Toyota Prius posseses an unconventional form. When the Prius arrived in 97 the Prius was a...
Recommendations: Denison, Andrew. " Motor Trend Announces 2005 Car in the Year" Managed speed Magazine. " Eating Very well Jan. - Nov. the year 2003: 44-55.