Presenters: Laura Norton & Rachel Pinson

The Scion Family  Scion is a subdivision of Toyota launched in 2003  First vehicles: Tc, Xb, & Xa

Scion Target Market  Urban minded youths  Trend setters  Median target are: 31 and younger  Customization  Young and hip

Scion Features  Scions have a no haggle price with the option to add custom features provided by the dealer  Scions come stock with air conditioning cruise control side curtain airbags iPod adapter Stability and traction control

Scion’s Original Strategy  Scion focused their efforts on T.V. commercials, internet ads, website, and sponsorships.  They wanted to create word of mouth through these efforts.

Scion’s New Strategy  Scion revamped their look and marketing strategy for the 2008 line  Scion redesigned the Tc and Xb, as well as introduced a new vehicle the Xd

Scion’s New Strategy  Scion main focus was on a large scale interactive website  The website featured videos, multi- player games, and other entertainment  Users could earn points on the site and trade them for real Scion swag

Scion’s New Strategy  The goal of the website was to build credibility with consumer in a subtle manner  Website results: From Feb 2, 2007 to July 1, 2007 website visits increased 10% each week Resulting in over a 1 million visits, each visit lasting and average of 36 minutes

Marketing Results  The website is no longer operational  It is too early to tell how the redesign with fair with buyers

Thank you

References  a-scion-beetle-oped-cz_jf_0. a-scion-beetle-oped-cz_jf_0  study-scion-xb-campaign-by-attik study-scion-xb-campaign-by-attik 