introduction 1897- sakichi toyota 1902-toyota group was formed 1929-kiichiro, sakichi’s son...
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Introduction • 1897- Sakichi Toyota• 1902-Toyota group was formed• 1929-Kiichiro, Sakichi’s son• 1930-Kiichiro forced father to launch
automobile business• 1930-Kiichiro moved to US to study
manufacturing process at Ford• 1950-Kiichiro was step down and Eiji was
made M.D
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Hybrid Cars
• Need for more cleaner and efficient vehicles leads to development of Hybrid cars
• Fuel prices going up• Recession
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Key Players
• Porsche• GM• Ford
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Original Prius
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• Ta • Market status• Public reaction• Sales• Oil prices• Porcshe role
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First Generation Prius2000
• Price- 19,995$• Market – US, Europe• Model- Prius• Modifications were made vehicle standards
for US market,
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Second-generation Prius
• Introduced in 2004• Targeting the ‘early majority’ of consumers
who tend to demand reliable, affordable, proven products, as contrasted to the “early adopters” targeted in the 2000 campaign
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When new technologies are introduced, a typical marketing strategy focuses on attracting the “Innovators” and subsequently the“ Early Adopters”
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Research workUSP- GreenModification- Higher fuel efficiency car in
marketAutomatic engine, 90% carbon reduction4* Rating and Pedestrian Rating 2*Marketing style- EventsAdvertisements- TV, Print, Internet, RadioCelebrity Endorsed
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The Toyota Prius
• Toyota’s initial marketing strategy for the Prius targeted innovators and early adopters of new technologies.
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• Toyota enabled interested customers to visit a special website about Prius development as early as two years before the introduction of the product.
• Toyota used focus groups with target consumers to evaluate different aspects of the Prius.
• Toyota found that the consumers valued high technology, affordable price, clean operation, comfort, quality, convenient design, and safety.
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• Toyota’s television and print ads underscored the evolutionary aspects of hybrid technology and freedom from dependence on oil.
• The first generation Toyota Prius experienced great success in the U.S., with sales growing 32% from 2001 to 2003.
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Thank You
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