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

Hybrid Cars

• Need for more cleaner and efficient vehicles leads to development of Hybrid cars

• Fuel prices going up• Recession

Key Players

• Porsche• GM• Ford

Original Prius

• Ta • Market status• Public reaction• Sales• Oil prices• Porcshe role

First Generation Prius2000

• Price- 19,995$• Market – US, Europe• Model- Prius• Modifications were made vehicle standards

for US market,

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

When new technologies are introduced, a typical marketing strategy focuses on attracting the “Innovators” and subsequently the“ Early Adopters”

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

The Toyota Prius

• Toyota’s initial marketing strategy for the Prius targeted innovators and early adopters of new technologies.

• 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.

• 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.

Thank You