Toyota prius


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This is our group presentation about Toyota Prius in Consumer Behavior class

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Toyota prius

  1. 1. Angga Satria 29109370 Azniar Nurina 29109361 Muhammad Fajar29109359 Rully Setiawan 29109333 Surya Agung W H 29109355 1
  2. 2. Toyota as a leader in automotive industry has launched new concept oftransportation mode.The hybrid concept is mend to create new vehicle that more eco-friendly andhighly efficient in fuel consumption.Toyota plan that at 2012, all vehicles that produced in U.S would have hybridelectric engine available.To reach this, Toyota focus on evolving full line of the vehicle into hybrid. Thechallenge is, how the company would drive the wide range of consumer attitudeand purchase intent to buy hybrid vehicle 2
  3. 3. Cars provide many benefits to drivers: Image, transportation, mobility andconvenience.Each manufacturer competed by trying to meet the needs of its currentcustomers, while preparing for the for the future of the industry.Strong environmental legislation and the societal perception of environmentaldemands were accelerating manufacturers effort to make their productsenvironmentally cleaner and more fuel efficient.Leading companies would provide consumers with vehicles that bridged thegap to the future by combining qualities of today’s cars with the technology ofalternative fuels 3
  4. 4. The Toyota Motor Company was first established as a spin off from ToyodaAutomatic Loom Works, a leading manufacturer of loom machinery.In 2003, Toyota was the world’s third largest manufacturer of automobiles in bothunit and net sales.It was the largest Japanese automotive manufacturer, producing more than 5.5million vehicles per year, about one vehicle every six seconds.In 1957, Toyoda made the first move into the American market, with theintroduction of the Toyopet Crown.Toyota as the only auto manufacturer with product that could meet theconsumers expectations of quality, safety and performance while providing thepromise of a cleaner environment. 4
  5. 5.  California has always been an initiator in establishing environmentalprogram and committing to reduce environmental risk posed by pollution. California Air Resources Board (CARB) adopted a Zero Emission Vehicle(ZEV) Program. Federal regulators voted to force automakers to make the largest fuel-economy increase to sport utility vehicles, pickup trucks and minivan in 20years. 5
  6. 6.  Fuel Cell TechnologyThe obstacles for fuel cell technologies were with reliability and durability, poweroutput, cost-efficiency and the ability for manufacturers to mass-produce thevehicles.Pure Electric VehiclesLimitation of Evs: lack of power, long charge times, cold weather issues andchallenges wit the existing infrastructure.Hybrid Electric VehiclesHEVs allowed for consumers to have the benefits of an environmentally friendlyvehicle, along with the comfort, performance and convenience of their currentautomobile. 6
  7. 7.  Toyota used an effective product development process that was able toreduce the cycle time for developing new models Bringing new products to market almost 30 per cent faster than its competitors Toyota’s edge on new technology and the environment stemmed from ToyotaProduction System (TPS) 7
  8. 8. Utilized a just-in-time production system that was designed as a “pull system,that giving several impact such as : Reduction in inventory and operating costs Flexible and fast in making changes to the production system and vehicles. Employee could determine quality assurance by stopping production asnecessary to eliminate defects. Revolutionized the quality and productivity Helped to create Toyota to focused on customers future needs rather thanresponding to current desires. 8
  9. 9.  Did not require any infrastructure changes. HEV had more advantages on fuel efficiency and less emission vehicles. It combines electric motor with gas or diesel power engine with Better gasmileage, lower emissions. Hybrid technology is better for the environment. 9
  10. 10. Introducing the How to develop hybrid engine the consumertechnology into attitude and the full line of purchase vehicle intent? 10
  11. 11. Toyota Honda General Motors FordFocused on R&D and Had ability to adopt Focused on Merger Focused on MergerInnovation technology and Acquisition and AcquisitionToyota Prius Had two HEV Saturn SUV, First SUV HEV Chevrolet pick up truck Focused on selling more fuel efficient pickup 11
  12. 12.  Toyota was preparing and training its service technicians at all dealerships tofill the demand for hybrid-electric service needs. Toyota promised that every their car, truck and SUV was covered by limitedwarranty coverage to increase customer confidence Toyota had focused its business strategy on technological innovation,research and new product development 12
  13. 13. Early Adopter (niche market)  Has willingness to try new innovations and most are Opinion Leaders Time and the Adopter CategoriesInnovators 13 Adopter Categories Based on Innovativeness
  14. 14.  Toyota should develop strategy to turn HEV tech. from niche market intomainstream acceptance Toyota challenge to increase awareness HEV product and build strategicadvantage over traditional cars and trucks Non traditional tactics to garner awareness and increase perceptions Toyota need to understand consumers demographic and psychographics todetermine their advertising and marketing strategies. 14
  15. 15.  Attitudes HEV consumers: well informed about HEV, willing to pay / buy fortheir current vehicles. Average Hybrid buyer characteristic: fairly well-off, educated, baby boomer. Average Prius driver: female, age 51, unmarried, household income$74,700, hobby (home computers, health foods, science fiction). Prius sold best in Portland, Oregon, San Francisco, and California. Prius sold worst in Memphis, Tennessee, and Little Rock 15
  16. 16.  Familiarity with the habits and preferences of the US consumer. The promotional tactics chosen to launch. The company’s strategy for product development. 16
  17. 17.  Traditional Marketing Fully integrated marketing plan with an emphasis on Internet and web advertising. Toyota placed 15-second video ads on and excite@home. Toyota also using non-traditional marketing tactics to garner awareness andincrease perceptions, by offer ceremony celebrities a Prius to drive to “Oscar”-relatedevents. Non – Traditional Marketing Toyota also used traditional media, including broadcast and print advertising tocommunicate the campaign theme and the launch. Toyota selected advertising agency Saatchi to design and build the HEVcampaign. 17
  18. 18.  Turn the hybrid technology from a niche market product and evolve it intomainstream acceptance Creating awareness about the product Building a strategic advantage over traditional cars and trucks 18
  19. 19. Create the advertising like video or test drive review that compare Prius performance with traditional cars. 19
  20. 20.  Strategy marketing which targetting Early Adopters consumers “Buzz” Marketing : Early dialogue with interested consumers Web-based communication to gain potential buyer. Media advertising, like broadcast and print to communicate the campaigntheme and the launch. HEV Campaign to maintain the image of an environmental vehicle Ceremony celebrities like Oscar related event. 20
  21. 21. Toyota need to understand consumers demographic and psychographics to determine their advertising and marketing strategies. 21
  22. 22. Most Americans perceived that mandating more fuel-efficient vehicles was both acceptable and favorable. Customers willing to purchase that were more fuelefficients. Marketing and advertising efforts must inform the consumer very well about Hybrid SUV Lexus RX. 22
  23. 23. From consumer buying research, Toyota should focus on to expand the target market to fairly well-off, educated and baby boomer. 23
  24. 24. Toyota can work together with the government to create “green” campaignabout zero emission vehicle and involve in environmental reservation program 24
  25. 25. Toyota should well communicate with the consumer with fully integratedmarketing plant with an emphasis on Internet and Web advertising, Toyotashould also using non-traditional marketing tactics to garner awareness and increase perception. 25
  26. 26.  They have to survive in the HEV industry that will be a potential market forthe auto industry. Prius have to strengthen its positioning as the innovators and fast moverauto company in HEV market. 26
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