Download to read offline
Uploaded byOmid Aminzadeh Gohari
Part1
The Prius was successful due to its technological advances, lower price than other hybrids and SUVs, and its ability to appeal to consumers affected by high gas prices. Toyota's launch of the Prius took advantage of society's need for more fuel efficient vehicles when gas prices were rising and people drove uneconomical vehicles. Government incentives further contributed to the Prius' popularity by offering tax breaks for hybrid owners. Competition in the electric vehicle market was growing as most major automakers began introducing electric models across various vehicle classes between 2009-2012.
More Related Content
![Omidaminzadeh gamification [autosaved]](https://cdn.slidesharecdn.com/ss_thumbnails/omidaminzadeh-gamificationautosaved-141015193143-conversion-gate02-thumbnail.jpg?width=640&height=640&fit=bounds)
Part1
- 1. Case Study Prius:Leading a Wave of Hybrids
- 2. General marketing Mix Product The second generation brought a lot of changes, specifically technological advances. Price Cheaper than same hybrid vehicles and SUVs Place Gas prices are high and people drive vehicles that are not economical. promotion ?
- 3. Targeting strategy EARLYADOPTERS TECHIES
- 4. Micro-environmental factors Competitors: Everybody wants a piece of the pie Consumers: Affected by the gas prices
- 5. Macro-environmental factors save on gas save on taxes drive on the HOV lines even if only one person was driving. Free parking Toyota's strategy hit society in what could probably be the best time. Gas prices are high and people drive vehicles that are not economical. Society is in the need of change and Toyota was offering a solution.
- 6. Macro-environmental factors This factors contributes to the government and other entities to offer incentives towards buying vehicles such as the Prius. Not only it running more miles per gallon but it also full of gadgets that make people interested about it.
- 7. Electrical Vehicles AreComing… 2009 2010 2011 2012 Light Trucks Sedan/SUV Compact Tesla Roadster Fisker Karma Zenn EV Mini EV Sport/Luxury Toyota Prius Mitsubishi i-MiEV GM Volt Nissan Leaf Tesla Model S Volvo V70 Audi A1 PHEV PHEV BYD e6 EV Ford Focus EV Smith Electric Edison Navistar eStar Ford Transit Connect Mercedes Vito E-cell Renault Kangoo Bright Auto Idea Smart for two Think City Honda insight PHEV Toyota Rav4 EV Cadillac XTS PHEV Porsche 918 PHEV Coda EV Wheego LiFe
Editor's Notes
- #3 General Marketing Strategy: Weak, wide, focus on women, without a proper segmentation.
- #4 Product: Good, innovative, easy to use, advantageous, but unknown for the public. Price: Confusing, small margin for volume sales (Net revenue only $0.75 p/unit), even with high final price (5 to 10 times than standard traps). Promotion: Good help from the prizes and awards but it is not still enough for increase the sales. We don’t know if the target market watch or read these materials. Unbalance of fixed costs and marketing costs. Only $10K for advertising. Place: Distribution only through national grocery, hardware, and drug chains could be inefficient in certain situations depending on its target marketing.
- #5 Hacking secrets Priusenvy.com یه نفر اینو وصل کرده بوده به برق خونه و بازدهی اونو 100 مایل بر گالن
- #9 High occupancy vehicles