Prius: Generic Hybrid Trace Compression for Wireless Sensor Networks
THE TOYTOA HYBRID PRIUS
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Transcript of THE TOYTOA HYBRID PRIUS
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THE TO
YTOA HYB
RID PRIUS
B Y MA U R A , R
A C H E L , AD A M A
N D KY L E
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OUR PRODUCT
$ 24, 200Four model levels
available 51/48 est. mpg
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THE MACRO ENVIRONMENT
• Demographics• Economic trends• Natural Environment• Social Aspects• Technology
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DEMOGRAPHICS
• The trend of Population Aging – due to increasing life expectancy and fertility below replacement levels
• Male to female ratio 99:100
• Working age population in Canada is 68% of total population
• Over age 80 is 4% of total population
Median age by gender, Statistics Canada
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ECONOMY• Consumers want to consume.• Economic meltdown over the last
decade-Consumers buying luxury goods
• Costs to the consumer
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NATURAL ENVIRONMENT
• Declining natural resources• Air pollution• Emissions
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SOCIAL ASPECTS
• New ways of creating renewable energy as a consumer.
• Long term investments that will help you in the future.
Becoming Responsible consumers
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TECHNOLOGY• Marketing of products online
-Consumers are able to shop from home
• Cutting down on search costs• Helping the environment
• The information age & technological revolution
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ANTICIPATED MACRO-ENVIRONMENTAL CHANGES
Technology: Nissan, competing with our direct competitors. Natural environment: further depletion of natural resources
Demographics: growing disposable income of women
Social: Social pressure and desire to be a responsible consumer will continue to grow
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THE TARGET MARKET
Strategic Planning Total Market
Market Segmentatio
nTarget Market
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THE STRATEGIC PLAN
• A long run plan, revealing company objectives
• Survival and growth• Key for all subsequent market
planning
The goal: To create value for customers and build profitable customer relationships
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THE TOTAL MARKET Who are Canadian Car drivers?
Number of Licensed drivers by gender and by age
The Income of Canadians
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MARKET SEGMENTATION Different segments represent different types
of buyers
Different products presented through different marketing
programs
Needs
Characteristics
behaviors
The goal: To locate the segment of the market that will respond the same to marketing efforts, and have a distinct desire to own a Toyota Prius
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THE TARGET MARKETWhere Toyota
can generate the most customer
value and sustain it over a long period of
time (1) Harris Interactive Study: Familiarity, and the likelihood of purchase• 23% familiar• 27% consideration• 84% plugging in vs. fueling up
(2) Scarborough Research: Current trends amongst Hybrid owners• $100 000 or more• Older• Educated• Liberal• Active
(3) Mindset Media: Psychological profile of Hybrid Drivers• Creative – inventive,
imaginative, emotionally sensitive, intellectually curious
• Proud advocates and leaders• Open minded, spontaneous
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TARGET MARKET
For the sale of the 2014 Prius, Toyota has chosen to target Wealthy, Educated and
Creative people
Note: Toyota will be careful to avoid the green marketing myopia – the myopic focus on the
products ‘greenness’ over broader expectations of consumers
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THE MARKETING STRATEGY - PRODUCT
• Type of good• Tangible good
• Strengths • Fuel efficient
• Weaknesses • Lack of power• Style
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THE MARKETING STRATEGY – PRODUCT CONTINUED
Brand name Prius Brand image High tech & Environmentally
friendly Brand equity Commonly known product vs.
competitors
Augmented product Core product where additions products or services to
generate more revenue
BCG Analysis: Star
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THE MARKETING STRATEGY- PRICEPricing
objectives – Product Mix
• Prius and Prius C, Prius V, Prius Plugin
Pricing Strategy• PenetrationPrius
Prius C
Prius V
Prius Plugi
n
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THE MARKETING STRATEGY- PROMOTION
• C R E AT E AWA R E N E S S A N D P R E F E R E N C E
• G E A R P R O M O T I O N T O T H E W E A LT H Y , E D U C AT E D A N D C R E AT I V E
• I N F O R M AT I O N S U C H A S P R O D U C T , C O N S T R U C T I O N , F E AT U R E S , B E N E F I T S A N D D E S I G N .
• K E E P I N G TA R G E T M A R K E T I N F O R M E D
• A L LO W F O R T E S T D R I V E S
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• Incentives: Company –0% financing for 2014 models, buy back
on older models.• Older models: $1500 cash bonus and between 2.99% and
5.99% finance rate depending on hybrid model
• Government - $1000 tax credit
THE MARKETING STRATEGY- PROMOTION
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THE MARKETING STRATEGY- PROMOTIONTelevision commercialsBill BoardsPrinted adsNewspapersBuzz market – New features/benefits via social
media
Focus on the pull strategy (high advertising which will create demand for the hybrid car)
Promotional budget – objective and task method-Benefits for consumer/environment
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THE MARKETING STRATEGY - PLACEAssembly of car in JapanShipped to British Columbia and transported to 5
warehouses throughout Canada.Vancouver, Winnipeg, Toronto, Montreal, Moncton.Car dealerships purchase cars from warehouses in
designated area.Computer systems monitor inventories, estimates
of cars predicted to sellUse integrated logistic management (teamwork
essential)
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THANK YOU
Questions?