Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Toyota Prius

No description
by

Katie Ferrara

on 8 October 2013

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Toyota Prius

Toyota Prius
Background
(Throwback Thursday)
1926- Toyota Motor Corporation founded by Sakichi Toyoda
1930- Kiichiro Toyoda, his son, gained control and began research on gasoline-powered engines
Alternative 1: The Prius SUV
SUV Prius doesn't exist
Prius V
Size of small SUV
Still like a compact car
Our Solution
1965 Corona
1968 Corolla
oil crisis helped Toyota’s fuel efficient cars gain significant US market share
1989- #1 car manufacturer
Launched Lexus, a luxury car line
Brand Development
Philanthropy
$500 million
Environmental Plan- 5 key concepts:
energy and climate change
recycling and resource management
air quality
environmental management
cooperation with society
Environmental Plan + Vehicular Engineering = The Prius
The Prius
1997- Prius available in Japan as first mass-produced hybrid vehicle
2000- Prius available in US
Distinctive Features
All-aluminum, full hybrid system (gas or electric mode to optimize mpg)
Regenerative braking system
EPA est. ~50+mpg
Technical Advances

2000- Lexus named world's best luxury brand
Scion brand launched, targeting youth market
Brand Development cont'd
Mainstream Recognition
Environmentally conscious celebrities endorsed Prius, further promoting sales
2004- Academy Awards
Tom Hanks
Jennifer Aniston
Cameron Diaz
Ryan Gosling
Jessica Alba
Leonardo DiCaprio
Adrian Grenier
2004- New design (wedge shape made it extremely aerodynamic), more powerful Hybrid Synergy Drive, more space
2nd Generation Prius
2009- new design, improved engine, fuel efficiency, tons of technological upgrades

3rd Generation Prius
Prius Family
2011- Introduced on same platform as original hatchback
EV + Hybrid
'most advanced' Prius
Plug-In Hybrid
2011- based on the original hatchback
50% more cargo space
5 seats w/ 2 rows or 7 seats w/ 3 rows
Prius v
2011- lower listing price and smaller than original hatchback
targeted at a younger consumer group
Prius c
Alternative 2: The Prius Plug-In

Alternative 3: Marketing To A New (Or Old) Demographic

-70.3%: $75,000+
- Around 35%: $150,000+


- Prius Plug-In is a "Question Mark"
- July 2012: 16,643 Prius cars
- July 2013: 23,294 Prius cars
-- only 817 were Prius Plug-Ins
- Chevy Volt: 1,788 units
- Nissan Leaf: 1,864 units

(Blanco, Sebastian; July 13th Conference Notes)

-"Graduated College Plus"- 59.4%
- "Pursued Post Graduate Education"- 29.4%
-Higher Education


- Fourth generation Prius: tentative 2015 release date
- 10% better fuel economy
- Wireless charging capability

(PPI; Richard, Michael)
Alternative 4: Quality Assurance
Hybrid car market: the Prius accounts for roughly 50% of the market both cumulatively and yearly
-Under 24: 7.8%
-45-54: 18.3%
-55+: 37.5%


Under 24 year old's
- Generation Y
- Generation Z
2 Possible Options for Marketing the 2015 Prius Plug-In:
- take the 2015 Plug-In Prius to high schools
- partner with rental car companies
Generation Y
18-36 year olds
Boston Consulting Group survey
"Hip-ennials" are the largest spending group
Optimistic yet cautious; aware of impact


"Prius." Toyota. N.p., n.d. Web. 14 Sept. 2013. <http://www.toyota.com/about/our_business/our_history/product_history/pdf/prius.pdf>.

Henry, Jim. "Oscar Night Star Power Provides
Priceless Publicity for the Prius."Automotive News. N.p., 29 Oct. 2007. Web. 15 Sept. 2013.
<http://www.autonews.com/article/20071029/ANA09/710290321/oscar-night-star-power-provides-priceless-publicity-for-the-prius>.


Prius C
Innovative
Eco-conscious
Cheap
Generation Z
10-20 year olds
Most tech-savvy generation ever
Buying cars as most important financial goal
15-17 year olds


Ad Campaign
Demographic
Ad Campaign
"Prius." Toyota. N.p., n.d. Web. 14 Sept. 2013.
<http://www.toyota.com/about/our_business/our_history/product_history/pdf/prius.pdf>.
Demographic

"Which Gen Y Spending Type Are You?" Forbes. Forbes Magazine, 10 July 2012. Web.13 Sept. 2013.
As indicated by 2012 Q1 Sales and beyond, the Prius family is now the 3rd best selling car line in the world
Wealthier
Better Educated
"Fall 2012 Product-Toyota Prius" Mediamark Research Inc. N.p., 2012. Web. 15 Sept. 2013. <http://ureporter.mriplusonline.com.proxy.library.nd.edu/>.
Madison, Laura. "Fit? Wealthy? Educated? Drive a Prius." Laura Toyota Blog. N.p., n.d. Web. 14 Sept. 2013.
Older in Age
Ohnsman, Alan. "Toyota Prius Escapes Niche to Surge Into Global Top Three." Bloomberg.com. Bloomberg, 29 May 2012. Web. 12 Sept. 2013.
"Prius Family." Toyota. N.p., n.d. Web. 15 Sept. 2013. <http://www.toyota.com/prius-family/>.
Perfect first car
"Saving up for a car? Spend less on gas with the Toyota Prius.''
Market Penetration
Hybrid Product Loyalty
Automotive research group, Polk,'s 2011 study: 35% repurchase rate
Even lower when not considering the Prius
Kim, Susanna. "Hybrid Car Owners Not Buying Again." ABC News. ABC News Network, n.d. Web. 14 Sept. 2013.
Ad Campaign
Ortiz, Mario. “Top selling HEVs US cumulative 1999 2010.” Wikipedia.org. US Department of Energy, 7 April 2012. Web. 16 Sept. 2013.
Valdes-Dapena, Peter. "Hybrid Car Sales: Lots of Options, Few Takers." CNNMoney. Cable News Network, 30 Sept. 2011. Web. 14 Sept. 2013.
Increase repurchase rate for Toyota hybrids and Prius
Possibility: lower prices
Prius C- $19,050
Prius- $24,000
RAV4 EV- $50,000
Expanding Customer Market
Weather conditions
Bigger Families
Safety Conscious
Gas Prices
Recalls
late 2009/early 2010- 8 million vehicles recalled before mid-February due to faulty accelerator pedals and floor mats
2012- 7.4 million cars recalled worldwide due to potential fires caused by faulty power-window switches
September 2013- recall affecting nearly 1 million vehicles; none affected Prius
"Current Toyota Vehicles." Toyota. N.p., n.d. Web. 15 Sept. 2013. <http://www.toyota.com/all-vehicles>.
"Buying the Family Car- US - July 2012." Mintel. N.p., n.d. Web. 16 Sept. 2013.
<http://academic.mintel.com.proxy.library.nd.edu/display/629589/>.
"Buying the Family Car- US - July 2012." Mintel. N.p., n.d. Web. 16 Sept. 2013.
<http://academic.mintel.com.proxy.library.nd.edu/display/629589/>.
Highlander Hybrid

Rename to Prius Family
New Resources/Research
Problem: Costly
2013 Toyota Prius (24,200)
2013 Toyota Prius c (19,080)
2013 Toyota Prius Plug-in (32,000)
2013 Toyota Prius v (26,650)
Highlander Hybrid (40,170)



Dawson, Chester. "Toyota Issues Global Recall." The Wall Street Journal. N.p., 10 Oct. 2012. Web. 14 Sept. 2013. <http://online.wsj.com/article/SB10000872396390444799904578047700401681438.html>.

Ramsey, Mike. "Toyota Pays $1.1 Billion Gas Pedal Settlement." The Wall Street Journal, n.d. Web. 13 Sept. 2013.
"Explore Toyota." Toyota Cars, Trucks, SUVs & Hybrids. N.p., n.d. Web. 15 Sept. 2013.
"Hybrids & EVs." Ford. Ford Motor Company, n.d. Web. 15 Sept. 2013. <http://ford.com>





Fusion hybrid (27,200)
C-MAX Hybrid SEL (28,365)
C-MAX Energi (32,950)
FUSION Energi SE (38,700)
FOCUS Electric (35, 200)
Toyota Hybrids
Ford Hybrids
The New Prius SUV
Use Toyota resources efficiently to match Prius prices
Tires
Height
All-Wheel Drive
Frame
Problem: Financial cost for research
Brand Perception
2010: Sales took a hit
It has since come back to top the Car Brand Perception Survey among consumers
"2013 Car Brand Perception Survey." Consumer Reports Online. Consumer Reports, Feb.
How can Toyota remain competitive in an expanding hybrid market?
Alternative 1 (The Prius SUV)
Recognizes a growth of potential in an unsaturated market
Provides a marketing strategy for a "green" SUV with the positive stigma of the Prius name behind it
Launch advertisements focusing on the process of examining quality as well as crash test results
"Safe for the environment, safe for you."
Con- unnecessary attention
Boost Quality Assurance
"Say 'Yes' to the Prius!"
Market to Target:
"Fall 2012 Product-Toyota Prius" Mediamark Research Inc. N.p., 2012. Web. 15 Sept. 2013.
<http://ureporter.mriplusonline.com.proxy.library.nd.edu/>.
"Toyota Motor Corporation." LexisNexis. Hoovers- A D&B Company, n.d
. Web. 14 Sept.2013. <http://www.lexisnexis.com.proxy.library.nd.edu/hottopics/lnacademic/>.
"Fall 2012 Product-Toyota Prius" Mediamark Research Inc. N.p., 2012. Web. 15 Sept. 2013.
<http://ureporter.mriplusonline.com.proxy.library.nd.edu/>.
Toyota Motor Corporation." LexisNexis. Hoovers- A D&B Company, n.d
. Web. 14 Sept.2013. <http://www.lexisnexis.com.proxy.library.nd.edu/hottopics/lnacademic/>.
Toyota Motor Corporation." LexisNexis. Hoovers- A D&B Company, n.d
. Web. 14 Sept.2013. <http://www.lexisnexis.com.proxy.library.nd.edu/hottopics/lnacademic/>.
Visa. "Generation Z: Insights into the Lifestyles and Aspirations of Young Australians."UMR Research, n.d. Web. 13 Sept. 2013.
Toyota Motor Corporation." LexisNexis. Hoovers- A D&B Company, n.d. Web. 14 Sept.2013. <http://
www.lexisnexis.com.proxy.library.nd.edu/hottopics/lnacademic/>.
Toyota Motor Corporation." LexisNexis. Hoovers- A D&B Company, n.d Web. 14 Sept.2013. <http://www.lexisnexis.com.proxy.library.nd.edu/hottopics/lnacademic/>.
Toyota Motor Corporation." LexisNexis. Hoovers- A D&B Company, n.d. Web. 14 Sept.2013. <http://www.lexisnexis.com.proxy.library.nd.edu/hottopics/lnacademic/>.
"Prius." Toyota. N.p., n.d. Web. 14 Sept. 2013.
<http://www.toyota.com/about/our_business/our_history/product_history/pdf/prius.pdf>.
"Prius." Toyota. N.p., n.d. Web. 14 Sept. 2013.
<http://www.toyota.com/about/our_business/our_history/product_history/pdf/prius.pdf>.
"Prius." Toyota. N.p., n.d. Web. 14 Sept. 2013.
<http://www.toyota.com/about/our_business/our_history/product_history/pdf/prius.pdf>.
"Prius." Toyota. N.p., n.d. Web. 14 Sept. 2013.
<http://www.toyota.com/about/our_business/our_history/product_history/pdf/prius.pdf>.
"Prius." Toyota. N.p., n.d. Web. 14
Sept. 2013. <http://www.toyota.com/about/our_business/our_history/product_history/pdf/prius.pdf>.
Please take
out your
cellular devices

Please take
out your
cell phones
Full transcript