Scion Brand: Target Mid-High Income Group Customers - Essay Example

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Summary

This essay "Scion Brand: Target Mid-High Income Group Customers" discusses customers that are attracted by the organization by offering a unique sales process where the sales contract is not negotiable by the dealer and hence no add-ons or cut downs can be initiated by the dealer…

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Subject: Miscellaneous
Type: Essay
Level: Masters
Pages: 1 (250 words)
Downloads: 2
Author: celestino16

Extract of sample "Scion Brand: Target Mid-High Income Group Customers"

Toyota’s Scion, introduced in the year 2002, is aimed at the younger generation that is sporty and that is sensitive to pricing (see fig 4 below).

The idea behind this strategy is to provide the potential customers with a hassle-free buying process that is more in sync with their income capacity as well as that makes car buying easy and quick for them. Further, the potential customers for Scion are targeted in innovative ways through a separate interactive and lively website, through advertisements that showcase the themes of trend, fun, and power to get what you need (Morrison, 2005).

With an array of products aimed at different income sections of customers, Toyota is able to cover a vast market and profit from sales. From having cars like Yaris and Camry that are aimed at lower-income group customers, and Scion to cover the mid to upper-income levels, to Lexus that are aimed at more upbeat and affluent customer sections, Toyota is able to provide the best value per price for each customer group.

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