“IT” Is it a Car for Gen Y?
In 2003, Toyota introduced an entirely new brand into the market. Scion
( HYPERLINK "http://www.scion.com" http://www.scion.com ) is owned by
Toyota, sold side-by-side at Toyota dealerships, and buyers have
financing arranged through Toyota Motor Credit Corp, but that’s where
the relationship ends. Scion targets, and aims to represent, a younger,
hipper market than the dependable Camry or Corolla. Scion’s xA sedan,
xB “breadbox”, and sporty tC are marketed straight at “Generation
Y,” people born after 1977. Scion is attracting and grabbing this
market in a variety of ways, mixing product design with pricing with
target marketing, resulting in a heady, irresistible brew. So far,
it’s working. In its first quarter, Scion sold nearly 33,000 cars,
more than established brands such as Volvo and Suzuki. As Scion grows
its customer base, it plans to release more cars onto the market...but
not to the point of easy availability and the rows of same-looking cars
one usually sees at dealerships.
Using the following articles, the Internet, and your course resources,
address the following questions:
1. How is Scion addressing its target market with regard to positioning
and the product itself.
2. Is the product design its own form of positioning?
3. How?
Scion is aggressively targeting a specific age group.
4. Review the following articles:
5. Edmund’s Vehicle Overview - Scion Xa
HYPERLINK
"http://www.edmunds.com/new/2005/scion/xa/100380483/review.html?tid=edmu
nds.n.prices.moreresearch.0.2.Scion*"
http://www.edmunds.com/new/2005/scion/xa/100380483/review.html?tid=edmun
ds.n.prices.moreresearch.0.2.Scion*
HYPERLINK
"http://www.edmunds.com/new/2005/scion/xa/100380483/review.html"
http://www.edmunds.com/new/2005/scion/xa/100380483/review.html
First Drive: 2004 Scion xA and xB
HYPERLINK
"http://www.edmunds.com/apps/vdpcontainers/do/vdp/articleId=96284/pageNu
mber=1?synpartner=edmunds&pageurl=www.edmunds.com/new/2005/scion/xb/1003
94908/roadtestarticle.html&articleId=96284&tid=edmunds.e.roadtests.conte
nt...Scion*"
http://www.edmunds.com/apps/vdpcontainers/do/vdp/articleId=96284/pageNum
ber=1?synpartner=edmunds&pageurl=www.edmunds.com/new/2005/scion/xb/10039
4908/roadtestarticle.html&articleId=96284&tid=edmunds.e.roadtests.conten
t...Scion*
Scion marketing targets Gen Y drivers
HYPERLINK
"http://www.journaltimes.com/articles/2004/10/18/local/iq_3161112.txt"
http://www.journaltimes.com/articles/2004/10/18/local/iq_3161112.txt
Here Come the Bratty Boomers
HYPERLINK "http://wdb.wardsauto.com/ar/auto_bratty_boomers_2/"
http://wdb.wardsauto.com/ar/auto_bratty_boomers_2/
Breaking, Fully Integrated Scion Campaign From ATTIK Conveys Marque’s
Appeal for
Personalization
HYPERLINK "http://www.theautochannel.com/news/2005/04/19/043031.html"
http://www.theautochannel.com/news/2005/04/19/043031.html
Outside-the-box Scion scores with young drivers
HYPERLINK "http://www.usatoday.com/money/autos/2005-05-01-scion_x.htm"
http://www.usatoday.com/money/autos/2005-05-01-scion_x.htm
Scion’s peppy tC has right image at the right
Price HYPERLINK
"http://www.usatoday.com/money/autos/reviews/healey/2004-05-27-tc_x.htm"
http://www.usatoday.com/money/autos/reviews/healey/2004-05-27-tc_x.htm
A
B
t
u
¦
§
ĐĄ
Ц
A
B
I
M
l
o
u
v
“
J
l
•
“
•
–
Ńž
s and services compared to the competition.
ď‚· Discuss the implications of the societal marketing concept.
3-4 pages
Business Homework Solutions
#53063
Strategies
"IT" Is it a Car for Gen Y?
In 2003, Toyota introduced an entirely new brand into the market. Scion (http://www.scion.com) is owned by Toyota, sold side-by-side at Toyota dealerships, and buyers have financing arranged through Toyota Motor Credit Corp, but that's where the relationship ends. Scion targets, and aims to represent, a younger, hipper market than the dependable Camry or Corolla. Scion's xA sedan, xB "breadbox", and sporty tC are marketed straight at "Generation Y," people born after 1977. Scion is attracting and grabbing this market in a variety of ways, mixing product design with pricing with target marketing, resulting in a heady, irresistible brew. So far, it's working. In its first quarter, Scion sold nearly 33,000 cars, more than established brands such as Volvo and Suzuki. As Scion grows its customer base, it plans to release more cars onto the market...but not to the point of easy availability and the rows of same-looking cars one usually sees at dealerships.
Using the following articles, the Internet, and your course resources, address the following questions:
1. How is Scion addressing its target market with regard to positioning and the product itself.
2. Is the product design its own form of positioning?
3. How?
Scion is aggressively targeting a specific age group.
4. Review the following articles:
5. Edmund's Vehicle Overview - Scion Xa
http://www.edmunds.com/new/2005/scion/xa/100380483/review.html?tid=edmunds.n.prices.moreresearch.0.2.Scion*
http://www.edmunds.com/new/2005/scion/xa/100380483/review.html
First Drive: 2004 Scion xA and xB
http://www.edmunds.com/apps/vdpcontainers/do/vdp/articleId=96284/pageNumber=1?synpartner=edmunds&pageurl=www.edmunds.com/new/2005/scion/xb/100394908/roadtestarticle.html&articleId=96284&tid=edmunds.e.roadtests.content...Scion*
Scion marketing targets Gen Y drivers
http://www.journaltimes.com/articles/2004/10/18/local/iq_3161112.txt
Here Come the Bratty Boomers
http://wdb.wardsauto.com/ar/auto_bratty_boomers_2/
Breaking, Fully Integrated Scion Campaign From ATTIK Conveys Marque's Appeal for
Personalization
http://www.theautochannel.com/news/2005/04/19/043031.html
Outside-the-box Scion scores with young drivers
http://www.usatoday.com/money/autos/2005-05-01-scion_x.htm
Scion's peppy tC has right image at the right
Price http://www.usatoday.com/money/autos/reviews/healey/2004-05-27-tc_x.htm
Objective: • Describe how to position products and services compared to the competition.
• Discuss the implications of the societal marketing concept.
This explains the concepts of marketing mix and positioning by taking an example of Scion
What is this?
By OTA - Overall OTA Rating
Rahul Jain, MBA, ACS - 5/5
Purchase Cost Now
$2.19 CAD (was ~$11.97)
Included in Download
- Plain text response
- Attached file(s):
- MarketingScion.doc
Why you can trust BrainMass.com
- Your Information is Secure
- Best Online Academic Help Service
- Students find real academic Success
- Elements of societal marketing - The "It" Car for Gen Y? In 2003, Toyota introduced an entirely new brand into the market. Scion (http://www.scion.com) is owned by Toyota, sold side-by-side at Toyota dealerships, and buyers have fin ...
- Scion: product, pricing, positioning and advertising - The "It" Car for Gen Y? In 2003, Toyota introduced an entirely new brand into the market. SCION (http://www.scion.com) is owned by Toyota, sold side-by-side at Toyota dealerships, and buyers have ...
- Scion Marketing - The "It" Car for Gen Y? In 2003, Toyota introduced an entirely new brand into the market. Scion (http://www.scion.com) is owned by Toyota, sold side-by-side at Toyota dealerships, and buyers have fi ...
- Scion cars - Scion is attecting and grabbing this market in a variety of ways, mixing products design with pricing with target marketing, resulting in a heady, irresistible brew. So far, it's working. It's workin ...
- The "It" Car for Gen Y? - The "It" Car for Gen Y? In 2003, Toyota introduced an entirely new brand into the market. Scion (http://www.scion.com) is owned by Toyota, sold side-by-side at Toyota dealerships, and buyers have ...
