logging in or signing up lawianupam Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 611 Category: Education License: All Rights Reserved Like it (0) Dislike it (0) Added: November 27, 2009 This Presentation is Public Favorites: 1 Presentation Description its about 4Ps, marketing strategy and marketing environment of Prius Comments Posting comment... By: andytan (20 month(s) ago) pls send me the link to download this ppt Saving..... Post Reply Close Saving..... Edit Comment Close By: ankushswati (27 month(s) ago) sir i want to download this presenatation Saving..... Post Reply Close By: lawianupam (27 month(s) ago) register in authorstream.com and download the ppt Saving..... Edit Comment Close Premium member Presentation Transcript Slide 1: PRIUS : LEADING A WAVE OF HYBRIDS Presented by: Lawi Anupam 1224108221 GITAM Institute of International Business INTRODUCTION : The Toyota Prius is a hybrid electric mid-size car. Developed and manufactured by the Toyota Motor Corporation. First went on sale in Japan in 1997. Introduced worldwide in 2000 but sales didn't pick up until 2004. Sold in more than 40 countries and regions, with its largest markets in Japan and North America. Most fuel efficient car sold in the U.S.. Third least CO2-emitting vehicle. The word prius is a Latin word meaning "to go before.” A Toyota spokesman stated that "Toyota chose this name because the Prius vehicle is the predecessor of cars to come." INTRODUCTION MODELS : MODELS NHW10 NHW11 NHW20 HISTORY IN MAKING : HISTORY IN MAKING 1992Toyota Motor Corporation announced the "Earth Charter" 1993Partnership for a New Generation of Vehicles (PNGV) announced. 1997The Toyota Prius was introduced to the Japanese market 2000Toyota released the Toyota Prius, the first hybrid four-door sedan available in the United States. MARKETING ENVIRONMENT : Microenvironment Macro environment MARKETING ENVIRONMENT ACTORS IN MICROENVIRONMENT : The company includes: The top management, looking to grab a technological advantage over US automakers. The R&D department conducted a series of surveys throughout the US market contrived a comfortable, environment friendly and highly technological design. Finance Department funded R&D Department for development of the Prius. Marketing Department spend $190 m for promotion and distribution of the auto. Accounting Department, by recording the expenditure and measuring revenues, kept an eye on the achievement of the sales of the Prius. ACTORS IN MICROENVIRONMENT Slide 7: Suppliers: Panasonic is a potential supplier of the Prius’ nickel metal-hydride battery. Marketing intermediaries includes: The dealer Advertising agencies Media firms Customers includes: Customers market Reseller market Competitors Traditional gas-guzzlers, such as the SUVs and trucks Hybrid Vehicle from other companies, such as the Insight from Honda Ford and General Motors Slide 8: Publics: Media public: such as print ads in magazines and television advertising. Government public: The U.S. government gives hybrid-auto buyers a tax break. Toyota has asked for tax incentives to stimulate purchase of clean-fuel and high-mileage autos. Citizen-action public: Toyota took advantage of Earth Day to send out green seed cards shaped like Toyota’s logo to prospective buyers, wrapped some Priuses in green, and gave away cars at Earth Day events. General public FORCES IN COMPANY’S MACROENVIRONMENT : Demographic forces: Baby boomers are the major market in the United States and known for an interest in quality and willing to try the new. Economic forces: Oil price hike Natural forces: Prius is designed to be environmental friendly for less air pollution and less need for oil exploration and gasoline production. Technological forces: Toyota worked in technological part and aimed the car at the “techie” part of the market. Features such as the six-disc CD player and cruise control Political forces: Tax incentive Cultural forces FORCES IN COMPANY’S MACROENVIRONMENT S W O T analysis : S W O T analysis MARKETING MIX : MARKETING MIX 4Ps of Toyota’s hybrid car : 4Ps of Toyota’s hybrid car Product: Diversity option for the consumers. Prius operates using a nickel mental-hydride battery. It has gasoline engine. Regenerative breaking system. Increase the number of maintenance centers and train professional technical staff. Offer comprehensive warranty. Its environmental friendliness and energy-saving Prius also offer various colors and several optional features Price: Prius costs about $3000 Panasonic may invest more in R&D to develop cheaper batteries Slide 13: Promotion: By educating consumer about the Prius. Establishing a Web site to distribute information and also sent e-brochures to likely buyers just before the introduction. Advertised in magazines and in television channels. The tag lines such as “when it sees red, it charges” captured the consumer’s attention through ambiguity. Toyota took advantage of Earth Day too. Prius takes specially trained salespeople to explain and promote it. Toyota has asked for tax incentives to stimulate purchase Prius. Personal selling will be carried out by the qualified local dealers. Place: Toyota does not sell the car from its Web site. 2003 HYBRID MARKET SHARE IN US : 2003 HYBRID MARKET SHARE IN US MARKETING STRATEGY : Market segmentation and strategy follows a typical pattern called the “Technology Adoption Life Cycle”. When new technologies are introduced, a typical marketing strategy focuses on attracting the “Innovators” and subsequently the “Early Adopters”. 2000 Prius campaign focused on Toyota`s commitment to creating environmentally responsible vehicles. It enabled interested customers to visit a special website about Prius development as early as two years before the introduction of the Prius. It used focus group and clinics with target consumers to evaluate different aspects of the Prius. Continue to educate customers about how hybrid technology vehicles works. MARKETING STRATEGY Contd. : Toyota created online e-brochures with a 17-second video clip that were sent to the almost 44,000 people. Toyota benefited from various celebrity endorsements that attracted attention to the new product. As a ‘purchase accelerator’ offer Rental programme with 900 dealers. The first generation Toyota Prius experienced great success in the U.S., with sales growing 32% from 2001 to 2003. Print Ads ( News week, Vanity Far). Electronic Media : Infotainment Channels (Discovery, The History Channel, The Learning Channel, MSNBC). Contd. You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
lawianupam Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 611 Category: Education License: All Rights Reserved Like it (0) Dislike it (0) Added: November 27, 2009 This Presentation is Public Favorites: 1 Presentation Description its about 4Ps, marketing strategy and marketing environment of Prius Comments Posting comment... By: andytan (20 month(s) ago) pls send me the link to download this ppt Saving..... Post Reply Close Saving..... Edit Comment Close By: ankushswati (27 month(s) ago) sir i want to download this presenatation Saving..... Post Reply Close By: lawianupam (27 month(s) ago) register in authorstream.com and download the ppt Saving..... Edit Comment Close Premium member Presentation Transcript Slide 1: PRIUS : LEADING A WAVE OF HYBRIDS Presented by: Lawi Anupam 1224108221 GITAM Institute of International Business INTRODUCTION : The Toyota Prius is a hybrid electric mid-size car. Developed and manufactured by the Toyota Motor Corporation. First went on sale in Japan in 1997. Introduced worldwide in 2000 but sales didn't pick up until 2004. Sold in more than 40 countries and regions, with its largest markets in Japan and North America. Most fuel efficient car sold in the U.S.. Third least CO2-emitting vehicle. The word prius is a Latin word meaning "to go before.” A Toyota spokesman stated that "Toyota chose this name because the Prius vehicle is the predecessor of cars to come." INTRODUCTION MODELS : MODELS NHW10 NHW11 NHW20 HISTORY IN MAKING : HISTORY IN MAKING 1992Toyota Motor Corporation announced the "Earth Charter" 1993Partnership for a New Generation of Vehicles (PNGV) announced. 1997The Toyota Prius was introduced to the Japanese market 2000Toyota released the Toyota Prius, the first hybrid four-door sedan available in the United States. MARKETING ENVIRONMENT : Microenvironment Macro environment MARKETING ENVIRONMENT ACTORS IN MICROENVIRONMENT : The company includes: The top management, looking to grab a technological advantage over US automakers. The R&D department conducted a series of surveys throughout the US market contrived a comfortable, environment friendly and highly technological design. Finance Department funded R&D Department for development of the Prius. Marketing Department spend $190 m for promotion and distribution of the auto. Accounting Department, by recording the expenditure and measuring revenues, kept an eye on the achievement of the sales of the Prius. ACTORS IN MICROENVIRONMENT Slide 7: Suppliers: Panasonic is a potential supplier of the Prius’ nickel metal-hydride battery. Marketing intermediaries includes: The dealer Advertising agencies Media firms Customers includes: Customers market Reseller market Competitors Traditional gas-guzzlers, such as the SUVs and trucks Hybrid Vehicle from other companies, such as the Insight from Honda Ford and General Motors Slide 8: Publics: Media public: such as print ads in magazines and television advertising. Government public: The U.S. government gives hybrid-auto buyers a tax break. Toyota has asked for tax incentives to stimulate purchase of clean-fuel and high-mileage autos. Citizen-action public: Toyota took advantage of Earth Day to send out green seed cards shaped like Toyota’s logo to prospective buyers, wrapped some Priuses in green, and gave away cars at Earth Day events. General public FORCES IN COMPANY’S MACROENVIRONMENT : Demographic forces: Baby boomers are the major market in the United States and known for an interest in quality and willing to try the new. Economic forces: Oil price hike Natural forces: Prius is designed to be environmental friendly for less air pollution and less need for oil exploration and gasoline production. Technological forces: Toyota worked in technological part and aimed the car at the “techie” part of the market. Features such as the six-disc CD player and cruise control Political forces: Tax incentive Cultural forces FORCES IN COMPANY’S MACROENVIRONMENT S W O T analysis : S W O T analysis MARKETING MIX : MARKETING MIX 4Ps of Toyota’s hybrid car : 4Ps of Toyota’s hybrid car Product: Diversity option for the consumers. Prius operates using a nickel mental-hydride battery. It has gasoline engine. Regenerative breaking system. Increase the number of maintenance centers and train professional technical staff. Offer comprehensive warranty. Its environmental friendliness and energy-saving Prius also offer various colors and several optional features Price: Prius costs about $3000 Panasonic may invest more in R&D to develop cheaper batteries Slide 13: Promotion: By educating consumer about the Prius. Establishing a Web site to distribute information and also sent e-brochures to likely buyers just before the introduction. Advertised in magazines and in television channels. The tag lines such as “when it sees red, it charges” captured the consumer’s attention through ambiguity. Toyota took advantage of Earth Day too. Prius takes specially trained salespeople to explain and promote it. Toyota has asked for tax incentives to stimulate purchase Prius. Personal selling will be carried out by the qualified local dealers. Place: Toyota does not sell the car from its Web site. 2003 HYBRID MARKET SHARE IN US : 2003 HYBRID MARKET SHARE IN US MARKETING STRATEGY : Market segmentation and strategy follows a typical pattern called the “Technology Adoption Life Cycle”. When new technologies are introduced, a typical marketing strategy focuses on attracting the “Innovators” and subsequently the “Early Adopters”. 2000 Prius campaign focused on Toyota`s commitment to creating environmentally responsible vehicles. It enabled interested customers to visit a special website about Prius development as early as two years before the introduction of the Prius. It used focus group and clinics with target consumers to evaluate different aspects of the Prius. Continue to educate customers about how hybrid technology vehicles works. MARKETING STRATEGY Contd. : Toyota created online e-brochures with a 17-second video clip that were sent to the almost 44,000 people. Toyota benefited from various celebrity endorsements that attracted attention to the new product. As a ‘purchase accelerator’ offer Rental programme with 900 dealers. The first generation Toyota Prius experienced great success in the U.S., with sales growing 32% from 2001 to 2003. Print Ads ( News week, Vanity Far). Electronic Media : Infotainment Channels (Discovery, The History Channel, The Learning Channel, MSNBC). Contd.