GOAL PROBLEM SOLUTION
To increase sale of Prius to 100% in one year.
From 12,000 to 24,000 units.
1. People misperception ...
GOAL PROBLEM SOLUTION
1. Educate customers and sale person about HEV.
2. Create an incentive promotion and cooperate
with ...
To increase sale 100% in one year.GOAL
GOAL PROBLEM SOLUTION
GOAL PROBLEM SOLUTION
Increase sale could benefit Prius to reach
breakeven point.
Prius is cost over $30,000 to produce ho...
GOAL PROBLEM SOLUTION
PROBLEM 1
People misconception on HEV
GOAL PROBLEM SOLUTION
• They thought that Prius need to be plug in to
charge every night and they wouldn’t want to
buy a c...
GOAL PROBLEM SOLUTION
• Create campaign to educate consumer about HEV.
• Provide comparison table of fuel usage between
cu...
GOAL PROBLEM SOLUTION
SOLUTION DEFENSE 1
• Car is extended purchase; most of the information are
external sources.
• Accor...
GOAL PROBLEM SOLUTION
PROBLEM 2
Gas mileage and pollution
problem are under concerned.
GOAL PROBLEM SOLUTION
PROBLEM DEFENSE 2
• It’s difficult to increase sale if
consumers do not see value of fuel-
efficient...
GOAL PROBLEM SOLUTION
• Work with government to create
campaign and advertising to inform that
Prius is environmental frie...
GOAL PROBLEM SOLUTION
SOLUTION DEFENSE 2
• The campaign will encourage consumers to
aware that buying Prius can help save
...
GOAL PROBLEM SOLUTION
PROBLEM 3
Prius’s desing is not match with
what consumer wants. Most of
people prefer SUV design.
GOAL PROBLEM SOLUTION
PROBLEM DEFENSE 3
• Appearance and style rank as second
factor for consumers to purchase a car,
acco...
GOAL PROBLEM SOLUTION
• Re-design Prius to be “SUV-looking” car.
• Look as much SUV and as “green” as
possible
SOLUTION 3
GOAL PROBLEM SOLUTION
SOLUTION DEFENSE 3
• 42% of consumers state that it is very important
for them to switch to more fue...
Prius presentation
Prius presentation
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Prius presentation

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Prius presentation

  1. 1. 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
  2. 2. 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
  3. 3. To increase sale 100% in one year.GOAL GOAL PROBLEM SOLUTION
  4. 4. 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
  5. 5. GOAL PROBLEM SOLUTION PROBLEM 1 People misconception on HEV
  6. 6. 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
  7. 7. GOAL PROBLEM SOLUTION • Create campaign to educate consumer about HEV. • Provide comparison table of fuel usage between current models in the market. SOLUTION 1
  8. 8. 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.
  9. 9. GOAL PROBLEM SOLUTION PROBLEM 2 Gas mileage and pollution problem are under concerned.
  10. 10. 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.
  11. 11. 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%
  12. 12. 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.
  13. 13. GOAL PROBLEM SOLUTION PROBLEM 3 Prius’s desing is not match with what consumer wants. Most of people prefer SUV design.
  14. 14. 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
  15. 15. GOAL PROBLEM SOLUTION • Re-design Prius to be “SUV-looking” car. • Look as much SUV and as “green” as possible SOLUTION 3
  16. 16. 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%.

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