2. GOAL PROBLEM SOLUTION
To increase sale of Prius to 100% in one year.
From 12,000 to 24,000 units.
1. People misperception on HEV.
2. Mismatch of features
3. Prius’s design is not attractive.
GOAL
PROBLEM

3. GOAL PROBLEM SOLUTION
1. Educate customers and sale person about HEV.
2. Create an incentive promotion and cooperate
with government to increase awareness of
environment, pollution and fuel efficiency
3. Redesign Prius to SUV.
SOLUTION

4. To increase sale 100% in one year.GOAL
GOAL PROBLEM SOLUTION

5. GOAL PROBLEM SOLUTION
Increase sale could benefit Prius to reach
breakeven point.
Prius is cost over $30,000 to produce however,
the base sticker price is only $20,500
Prius is $4000-5000 more expensive than the
gasoline vehicle.
GOAL
DEFENSE

6. GOAL PROBLEM SOLUTION
PROBLEM 1
People misconception on HEV

7. GOAL PROBLEM SOLUTION
• They thought that Prius need to be plug in to
charge every night and they wouldn’t want to
buy a car that need to be charged every night.
• A lot of consumer concern about reliability.
Additionally, from customer survey half of
consumers select a car from reliability (52%).
They thought that hybrid car is unreliable.
62% of consumers considered
dealership
62%
PROBLEM DEFENSE 1

8. GOAL PROBLEM SOLUTION
• Create campaign to educate consumer about HEV.
• Provide comparison table of fuel usage between
current models in the market.
SOLUTION 1

9. GOAL PROBLEM SOLUTION
SOLUTION DEFENSE 1
• Car is extended purchase; most of the information are
external sources.
• According to the Gallup Organization, 62% of consumers
say that visiting dealership is the most useful sources of
information.
• Sales person is best sort of information.
• Prius’s strength is fuel-efficiency.
• 100% fuel-efficiency and 50% less pollution.

10. GOAL PROBLEM SOLUTION
PROBLEM 2
Gas mileage and pollution
problem are under concerned.

11. GOAL PROBLEM SOLUTION
PROBLEM DEFENSE 2
• It’s difficult to increase sale if
consumers do not see value of fuel-
efficient and environmental friendly,
which are the best part of Prius.
• Consumers do not see value of paying
extra money as well.

12. GOAL PROBLEM SOLUTION
• Work with government to create
campaign and advertising to inform that
Prius is environmental friendly.
• Inform about rapidly increasing in US. Oil
dependency.
• Provide an extra incentive.
• Create “trade-in” promotion.
SOLUTION 2
1950 2000
US. Oil dependency
52%
8%

13. GOAL PROBLEM SOLUTION
SOLUTION DEFENSE 2
• The campaign will encourage consumers to
aware that buying Prius can help save
environment and oil dependency.
• Prius is located in extended decision-making
and is in Evoked set, therefore, acceptance
strategy will attract and motivate consumers to
learn about the car.

14. GOAL PROBLEM SOLUTION
PROBLEM 3
Prius’s desing is not match with
what consumer wants. Most of
people prefer SUV design.

15. GOAL PROBLEM SOLUTION
PROBLEM DEFENSE 3
• Appearance and style rank as second
factor for consumers to purchase a car,
accounted for 44%.
• In US. auto industry, SUVs contain the
highest market share.
• Consumers state that sedan car do not
have enough space for kids and family
stuffs.
• Therefore if design and features are not
matched with what consumers want, we
would not be able to generate enough
sales

16. GOAL PROBLEM SOLUTION
• Re-design Prius to be “SUV-looking” car.
• Look as much SUV and as “green” as
possible
SOLUTION 3

17. GOAL PROBLEM SOLUTION
SOLUTION DEFENSE 3
• 42% of consumers state that it is very important
for them to switch to more fuel-efficient
vehicles.
• Between 1975 to 2001, SUV market increase
from 2% to 22%.