Memo: Toyota Prius C

Abstract

Buying a car, in today's scenario of inflation and highest gas prices, seems no joke. It is very necessary for the consumers to purchase cars that are fuel-efficient in order to avoid worries related to higher fuel and gas prices. The multinational, automobile manufacturer Toyota realizes the grievance and worry of their consumers in such inflationary pressures. The company will introduce a new version of the Hybrid Prius C to the U.S market. Although this model is currently unavailable to the U.S market but it has already sold in the Japanese market as Toyota Aqua. Toyota believe that advertising during Sunday Super Bowl game with millions viewers would be a good strategy to foster the company's growth and stimulate its product's popularity.

Description of the Existing Product

Toyota Prius is a hybrid car that comes under the heading of lower/medium passenger car segment. The new version of Prius C Toyota is using the latest technology which is known as Synergy Drive System. This engine is a 1.5L DOHC four-cylinder combine with a 60-hp electric motor and a 144volt nickel-metal hydride battery. The total hybrid system has an output of 99 horsepower (McGlaun, 2011).

Potential Target Market

The primary target market of Prius C can be categorized into two groups which include the private buyers and the corporate buyers. The Prius becomes particularly more attractive for the business buyers because they buy cars for rental purposes or for company fleets. Also the operating cost of the Prius is very low which makes it even more beneficent for the corporate customers (Ruffino & Acheson, 2007).

Super Bowl Commercial Descriptions

Super Bowl has become a rivalry that goes beyond two football teams, so after the success of Volkswagen in last year with "The Force", many want to make their attempt to become the new top of mind. The question is who will get it? The Germans want the title again and it caused a lot of expectation "The bark side", while General Motors began with a new dynamic in which independent filmmakers from 32 countries had their chance to create a video to offer his interpretation of "Everyday hero ". The winner will have at least their 30 seconds of fame in the Super Bowl (Marr, 2011). The ad provides a humorous everyday experiences with things that could have been reinvented under the premise that things are better when they are reinvented, and in this case also more fun. Bill Fay, vice president of marketing for Toyota Motor Sales, said: “reinvention is a powerful idea, which we take very seriously at the time to redesign the car more popular in the United States to take the Camry over their competitors, while the Super Bowl is a forum to promote the message of the seventh generation of the car”

Memo

Lab section 218

April 30, 2012

Date: April 30, 2012

To:

From: Hien Le, Student, School of Management

Subject: Introducing the New Version of Toyota Prius C to the U.S Market

The dramatic increase in gas prices has impacted many ...