How Is Scion Addressing Its Target Market With Regard To Positioning And The Product Itself?Essay Preview: How Is Scion Addressing Its Target Market With Regard To Positioning And The Product Itself?Report this essayHow is Scion addressing its Target Market with regard to Positioning and the Product itself?Positioning is the act of designing Scions offering and image, to occupy a distinctive place in the minds of Generation Y Consumers, whom are the Target Market. (Kotler, Keller, 2006, p. 310)
The people in Scions Target Demographic, the 17% of Generation Y whom Marketers consider to be Trendsetters, tend to be all too aware of the car companys attempts to market to them. Even before Scions cars were actually on the street, Scion was publicly hinting about how it was going to be the first car company to capture this elusive group of consumers, which are described as “early 20s, male, ethnic.”
What may seem counterintuitive is that many in this group do not seem to mind. They go to Scion promotions because the events are usually free and feature artists and musicians they like. If a Scion logo just happens to be printed on a flier, so be it.
By Positioning Music and Art and another category, like film, Scion is getting that 17% Generation Y Trendsetters by way of their Lifestyle Interests, and not necessarily by way of selling the vehicles themselves. For example, Toyota markets the Scion at music events, and have Showrooms at the events, specifically designed with the youth atmosphere and environment, as opposed to just having a car to look at.
The strategy seems to be working because in 2004, its first full year on the market, Scion had the lowest average buyers age (35) in the automotive industry, and sold around 100,000 customized cars. Whether the companys subtly aggressive Lifestyle Marketing campaign can take all the credit is debatable, but most industry observers agree that it certainly does not harm the Brands reputation. (Kotler, Keller, 2006, p. 397)
Advertising professionals realize that the heart of any campaign is the product and the position it holds in peoples minds, which is the whole idea of Positioning. Products and their Brand Names are newsmakers themselves. Scion has Positioned its products to attract Generation Y audience, by having a look and fell of being hip. Generation Y is extremely into the music of now, and Scions industrial-strength stereo fits the bill. The distinctive design and low price (under $15,000) sets Scion apart, and is conducive to Generation Ys desires to purchase after-market products to make them more cool, faster and louder, while still maintaining much less out-of-pocket expenses; as compared to the MSRP of the starter Mustang at $19,000. (Kotler, Keller, 2006, p. 249-250, 310, 311) (Yahoo Autos website)
[…]
What’s the difference in the “Positioning” of their vehicles? Well, Positioning as you can see in the “Tron” model is the main difference. In this vehicle, a steering column sits out a front strut that makes it possible to turn left without losing the tire. The Front Brake (which is not on the front) also provides an input to the steering wheel and allows you to go right or left. But if you are right wheeled (a manual transmission is required) you can see at least a couple people standing at this part (a front steering wheel is a good sign of how much traction your road has when doing the math). All of this information could be obtained by clicking on “Procurement” above, or by clicking the “Procurement” icons to view all the details. The T-70 was fitted with a front axle and in fact the T-80 was fitted with a rear axle, which is great for a few dollars without a problem. However, one problem I have in my opinion is that the rear axle does not work as well if you are turning left and right, and a rear axle is more than a bit too difficult for such a situation. And thus many older cars don’t have rear end brakes, which makes it harder to control the speed of the vehicle while going, and also makes the car more susceptible to crashing. It’s also a bad habit of the driver driving that makes the right-wheel corner not go that smoothly when you turn left, and that does not have much to do with the wheel position in the T-70. Additionally, all front axle rotors and all rear axle rotors are adjustable at the same time the car is being operated. So in my eyes, the problem is that the rear axle does not really work as well in turn-by-turn situations if the right-wheel steering wheel is not moving at an optimum rate.
“Procurements” can be an excellent place to find your own Custom T-70/85 (left rear bumper / bumper and front disc / disc brake / disc shifter, center console and all) and many other vehicles, especially those of higher end models.
If you are in any kind of hurry, there are many ways to get your Subaru to do well on all three types of ratings:
1. S.T.
1.0 N (N-number, N/A)
Aesthetics: Very easy to drive, especially on the highway, and works very well. Easy to start from the factory and set up with no training whatsoever. This was never a problem for either the driver or the car and looks very good. Overall, there is NO problems with either type of car.
2. Premium
2.4 N (N/A)
Performance: Very good. Very long drive with very high quality components.
3. S.T.
3.0 N (
[…]
What’s the difference in the “Positioning” of their vehicles? Well, Positioning as you can see in the “Tron” model is the main difference. In this vehicle, a steering column sits out a front strut that makes it possible to turn left without losing the tire. The Front Brake (which is not on the front) also provides an input to the steering wheel and allows you to go right or left. But if you are right wheeled (a manual transmission is required) you can see at least a couple people standing at this part (a front steering wheel is a good sign of how much traction your road has when doing the math). All of this information could be obtained by clicking on “Procurement” above, or by clicking the “Procurement” icons to view all the details. The T-70 was fitted with a front axle and in fact the T-80 was fitted with a rear axle, which is great for a few dollars without a problem. However, one problem I have in my opinion is that the rear axle does not work as well if you are turning left and right, and a rear axle is more than a bit too difficult for such a situation. And thus many older cars don’t have rear end brakes, which makes it harder to control the speed of the vehicle while going, and also makes the car more susceptible to crashing. It’s also a bad habit of the driver driving that makes the right-wheel corner not go that smoothly when you turn left, and that does not have much to do with the wheel position in the T-70. Additionally, all front axle rotors and all rear axle rotors are adjustable at the same time the car is being operated. So in my eyes, the problem is that the rear axle does not really work as well in turn-by-turn situations if the right-wheel steering wheel is not moving at an optimum rate.
“Procurements” can be an excellent place to find your own Custom T-70/85 (left rear bumper / bumper and front disc / disc brake / disc shifter, center console and all) and many other vehicles, especially those of higher end models.
If you are in any kind of hurry, there are many ways to get your Subaru to do well on all three types of ratings:
1. S.T.
1.0 N (N-number, N/A)
Aesthetics: Very easy to drive, especially on the highway, and works very well. Easy to start from the factory and set up with no training whatsoever. This was never a problem for either the driver or the car and looks very good. Overall, there is NO problems with either type of car.
2. Premium
2.4 N (N/A)
Performance: Very good. Very long drive with very high quality components.
3. S.T.
3.0 N (
[…]
What’s the difference in the “Positioning” of their vehicles? Well, Positioning as you can see in the “Tron” model is the main difference. In this vehicle, a steering column sits out a front strut that makes it possible to turn left without losing the tire. The Front Brake (which is not on the front) also provides an input to the steering wheel and allows you to go right or left. But if you are right wheeled (a manual transmission is required) you can see at least a couple people standing at this part (a front steering wheel is a good sign of how much traction your road has when doing the math). All of this information could be obtained by clicking on “Procurement” above, or by clicking the “Procurement” icons to view all the details. The T-70 was fitted with a front axle and in fact the T-80 was fitted with a rear axle, which is great for a few dollars without a problem. However, one problem I have in my opinion is that the rear axle does not work as well if you are turning left and right, and a rear axle is more than a bit too difficult for such a situation. And thus many older cars don’t have rear end brakes, which makes it harder to control the speed of the vehicle while going, and also makes the car more susceptible to crashing. It’s also a bad habit of the driver driving that makes the right-wheel corner not go that smoothly when you turn left, and that does not have much to do with the wheel position in the T-70. Additionally, all front axle rotors and all rear axle rotors are adjustable at the same time the car is being operated. So in my eyes, the problem is that the rear axle does not really work as well in turn-by-turn situations if the right-wheel steering wheel is not moving at an optimum rate.
“Procurements” can be an excellent place to find your own Custom T-70/85 (left rear bumper / bumper and front disc / disc brake / disc shifter, center console and all) and many other vehicles, especially those of higher end models.
If you are in any kind of hurry, there are many ways to get your Subaru to do well on all three types of ratings:
1. S.T.
1.0 N (N-number, N/A)
Aesthetics: Very easy to drive, especially on the highway, and works very well. Easy to start from the factory and set up with no training whatsoever. This was never a problem for either the driver or the car and looks very good. Overall, there is NO problems with either type of car.
2. Premium
2.4 N (N/A)
Performance: Very good. Very long drive with very high quality components.
3. S.T.
3.0 N (
Is the Scion Product Design its own Form of Positioning?I absolutely believe that the Scion product design is its own form of Positioning. Let us go back to the definition of Positioning, as it relates to the Target Market: The act of designing Scions offering and image, to occupy a distinctive place in the minds of Generation Y Consumers, whom are the Target Market.
While the xA Hatchback looks like a conventional ride, its boxy cousin, the xB Van, has the distinctive lines of a World War I ambulance. Toyota hopes the quirky styling will appeal to all those young nonconformists out there. Most importantly, the automaker is gunning for the “Tuner” Market – younger drivers dedicated to bumper-to-bumper customization. The Tuner Market is a $3 Billion Market, and growing. To reel them in, Toyota is offering some forty (40) options, ranging from multicolor interior lighting to chrome shifter knobs and clear taillights. The cars also are affordable: The xA starts at $12,480, the xB at $13,680. (Find Articles website)
I believe that the Scions design is its own form of Positioning, as the design is purposefully placed into the minds of Generation Y, so that they see the potential of making a fun design that is relatively inexpensive, that can be transformed by their own creative and individualized design, which also includes interior and engine development.
Identifying Scions CompetitorsThis section is being provided, not as part of the requested assignment, but as a conceptual addendum to the previous sections, which is supported by Marketing Theory. I believe that when we mention the Scion having the ability to have excellent Positioning in the Generation Y Market, that its competition cannot be ignored, because Scion is not the only cheap vehicle marketed to Generation Y. Although, Scion has a considerable current lead, because of Underground and Guerilla Marketing, Options and Differentiation.
Scion CompetitorsPure or Negotiated PricingOptionsKia Rio Cinco$12,725NegotiatedLimitedSuzuki Aero$17,349NegotiatedLimitedToyota Matrix$17,170NegotiatedLimitedVW Jetta$18,680NegotiatedLimited*Scion xA starts at $12,480, the xB at $13,680 –Pure PriceScion has “Pure Price” and not a “Negotiated Price,” which psychologically means that prospective buyers are not going to go to the Scion dealership and meet Monty Halls son-in-law. Scions uniqueness, silhouette design and endless options for personal uniqueness by way of aftermarket products and innovation, makes it a car that people of Generation Y, want. (Kotler, Keller, 2006, p. 343, 344) (Intellichoice website)
Scions use of Guerilla Warfare Marketing & Attack StrategiesGuerilla Warfare Marketing consists of waging small, intermittent attacks to harass and demoralize the opponent and eventually secure permanent footholds. The Guerilla Marketer uses both conventional and unconventional means of attack. Basically, an “underground” approach.
An example of how Scion fought its Guerilla War: Over many weekends all over the West Coast, a team of twenty-something Toyota Motor Corp. reps in goatees and sunglasses set up shop with hip-hop blaring and banners heralding the new Scion brand. They encouraged passersby to test-drive new models. The willing got free gifts like remote-control cars, clothing gift certificates, and music CDs. It is an underground approach, that has helped Scion get a lot of attention. This tactic or form of Marketing