2. 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

3. Hybrid Cars
Need for more cleaner and efficient vehicles leads to development of Hybrid cars
Fuel prices going up
Recession

4. Key Players
Porsche GM
Ford

6. Original Prius

7. Original Prius launched in December in Japan Stylish and safe
1997
Original Prius launched in December in Japan
Stylish and safe
4-Door and 5-seater Sedan
Full efficiency
52-miles per gallon
Reduced the emission
Strengths: safety system, air bag

8. Ta
Market status
Public reaction
Sales
Oil prices
Porcshe role

9. First Generation Prius 2000
Price- 19,995$
Market – US, Europe
Model- Prius
Modifications were made vehicle standards for US market,

10. Super ultra low emission
Modifications were made vehicle standards for US market
Horsepower was increased from 58 to 72
Battery pack was changed standard-D to flat rectangular one
LCD Monitor changed to Touch Screens
Strength: Lighter , Smaller and Powerful

11. 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

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

13. Research work
USP- Green
Modification- Higher fuel efficiency car in market
Automatic engine, 90% carbon reduction
4* Rating and Pedestrian Rating 2*
Marketing style- Events
Advertisements- TV, Print, Internet, Radio
Celebrity Endorsed

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

15. 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.

16. 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.

17. Thank You