!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!2 !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! I. Executive Summaiy........ S II. Situational Analysis Bianu Analysis.............4-6 Naiket Snapshot............6 Competitive Analysis.........6-11 Cieative Bistoiy.............11-12 Taiget Auuience.............12-14 ueogiaphic Questions..........14 Timing & Puichase Cycles.......14-1S SW0T Analysis..............16-17 III. Cieative Stiategy.........17-19 Iv. Neuia 0bjectives & Stiategies Taiget Auuience .............2u-21 Reach & Fiequency ..........21-22 Scheuuling & Timing.........22 ueogiaphy................2S Buuget..................24 v. Neuia Syneigy Plan......2S-28 vI. NFP Flowchait.........29 vII. Refeiences............Su-S4 vIII. Appenuix ............SS-41 2 S SincetheNorthAmericanlaunchin2000,ToyotaPriushas beentheleadingbrandinthehybridcarmarket.The technologicaladvancementsofToyotahavecarvedawaythe brandsdominantpositioninauthorityandcredibility.Over years,thePriushasestablisheditselftobebothinnovativeas wellasenvironmentalfriendly,whichisconsistentwiththe growingtrendofgreenworldwide.ThePriushasbeena promoterofaneco-friendlylifestylewithoutcompromising performance and reliability.Our2012campaignforToyotaPriuswillbecontinuingits previousthemeHarmony,whichemphasizestheharmony betweenhuman,natureandmachine.Ourprimarytarget audienceisadultsaged35-44.Specifically,theyareexpected tobewelleducatedwithhigherincomeandtheyaremore environmental aware. Ourmediaplanwillincludebothnationalandspotmarkets, andhaveaflightingandpulsingmediaschedulebasedupon lastyearssalesfigures.Thespotmarketswillbeareaswhere hybrid vehicles are most present. Asforthemedia,wewillusetraditionalmediatoraisethe nation-widebrandawareness,especiallyinpotentiallyhigh hybridmarkets.Fornon-traditionalmedia,wewillcontinue Priuspreviousstrategytolaunchintegratedmarketingevents in our spot markets to involve our consumers with personalized and experimental methods.Overall,ourmediaplanaimstoreinforcePrius environmentallyfriendlyimageandtostrengthenitsleading position in every hybrid market.!!! EXECUTIVE SUMMARY S 4 Brand Analysis History: In 1997, the Toyota Motor Corporation launched the worlds first mass-production hybrid vehicle in Japan. Sales of the "original" generation of Prius began in Japan in 1997.This included models years: 1998, 1999, 2000 and 2001 in Japan only ("Prius history," 2008). The Prius was priced at about $17,900, which was mainstream of compact cars of the time. Prius is Latin for to go before. Toyota President, Hiroshi Okuda, described the new four-door sedan as an automobile for the 21st century because Toyota made environmental leadership a key part of its market strategy. On December 10, 1997, the Prius went on sale in Japan and officials considered over-seas sales after studying the Japanese market response after 6 months (Treece, James, 1997). Enthusiastic reviews from international media lead to Toyota Motor Corp. announcing the availability of the next version Prius for sale on the American market in the second half of 2000. ("Prius history," 2008). In 2000, Toyota began exporting a total of 20,000 Prius hybrid-powered sedans a year to North America and Europe (Rechtin, Mark, 1998). In just ten years, Toyota Prius has gone from a niche vehicle to a global icon for efficiency, technology and responsibility. More than 880,000 have been sold which helpedsave American drivers an estimated 657 million gallons of gas since the first vehicle went on sale ("Yr. 2010; the," 2010). Awards*: Toyota Prius was named "Most Dependable Compact Car, Four Years in a Row" by J.D. Power and Associates Toyota Prius (built after December 2010) is a 2011 IIHS Top Safety Pick Prius was named a 2011 "Best Retained Value" vehicle by Edmunds.comPrius was named a 2011 Best Bet by Cars.com Toyota Prius has been named a Best Overall Value of the Year for the last nine years in a rowToyota Prius was named a 2011 Best Overall Value of the Year by IntelliChoiceToyota Prius was named 2011 "Best Car for Commuters" by Forbes.comToyota Prius was named SmartChoice Maintenance Costs winner by IntelliChoiceSITUATIONAL ANALYSIS 4 S Toyota Prius was named a SmartChoice Ownership Costs winner by IntelliChoiceToyota earned the most 2011 Best Overall Value Awards of any brandHighest-rated manufacturer based on 2011 IntelliChoice Cost of Ownership Data Analysis*Above information found on toyota.com ("Prius 11; awards," 2011). The 2011 Prius embodies a sporty exterior and stands taller than previous models. When designing the 2011 edition, Toyota Corp. deliberately kept the specific design very similar to the past versions. The distinct space-age shape of the Prius is still apparent: a deliberate effort by Toyota to maintain the Prius essential and iconic appearance. (Hall, Larry, 2011). Even though no significant body alteration or design change occurred between the 2010 and 2011 Prius, the 2011 Prius has more features and technology options. Keyless entry, heated seats, a joystick shifter, a high-tech energy monitor, a rearview camera system, and a moon roof are advancements of the 2011 Prius. This gives Prius a boost with promoting a greener environment while also incorporating the high-tech qualities desired by consumers.By incorporating theseadvancements, the 2011 Prius is more diversely marketed because it now can target those consumers who believe in a greener lifestyle but still want the gadgets and high-tech components of luxury cars (Hall, Larry, 2011). Prius 2011 Driving Modes:1.Power- improves throttle response 2.Economy- reduces throttle response for better gas mileage 3.EV- (electric motor/gasoline engine with an efficient, continuously variable transmission)- clicking of the EV button on the dashboard enables the car to go one mile at low speeds without using any gasoline. The interior of the 2011 Prius can fit 5 adults and still have 16+ cubic feet of cargo room in the back. The sound system of the 2011 Prius is sufficient but many of the features that come standard in the Prius are either optional or unavailable on competitive vehicles. The back seat is roomy, beating the Toyota Camry by a few inches and providing a little more legroom than the Civic Hybridand a lot more than found in the Honda Insight. (Hall, Larry, 2011).The first quarter this year, about 275,000 hybrids vehicles were sold in the U.S. and about 141,000 of those were Priuses (Healey, James, 2011). The Prius has officially passed the three million mark, selling 3.03 million back on February 28th. Toyota claims its hybrids have directly reduced carbon dioxide emissions by 18 million tons. What might be more impressive is the speed at which Toyota is selling hybrids now. It took over 9 years to sell the first million Prius but since then S 6 sales have grown exponentially even producing back order in certain seasons. (Loveday, Eric, 2011).The Prius holds 69% of the US Hybrid Market Share (Ad campaign for,, 2009). Different Prius Models: Prius II The Prius IIIThe Prius IV The Prius V (2012) Market Snap Shot The onset of the recession in 2007 brought many devastating effects to the previously thriving economy. One American Industry that got hit particularly hard was the Automobile Market. (Plunkett 2011). Economic distresses, coupled the price of skyrocketing oil created extra financial stress on Americans. Therefore the auto market saw a shift towards more eco-friendly vehicles. The trending green shift in the automobile market can be correlated to public awareness of the impacts global warming that have been particularly hyped up on current political campaigns.Between the motivation to reduce CO2 emissions and motivation to end foreign oil dependency, many consumers are making the switch from gas guzzling SUVs for fuel-efficient hybrid models. The hybrid niche in the North American market started December 1999, with the Honda Insight. The model generated very little sales. However, one decade and 1.5 million hybrids later, the auto industry has accepted the green cars with open arms. (2010 hybrid cars, 2009) The market for EV cars is far from saturated, although, all new models must compete with the Toyota Prius Hegemony which has been dominated itsclass for quite some time.Yet, this has not stopped many car brands; they just keep innovating designs, improving market strategies and differentiating their brand from others within the competitive set. In a new J.D. Power report, analysts said that global sales of electric-drive cars are expected to reach 940,000 units this year compared to the 732,000 units last year. And by 2015, sales are expected to soar beyond 3 million. However, despite these impressive sounding statistics, this still only accounts for 3.4 % of lightweight car sales (J.D. Power:, 2009). Competitive Analysis The competition set for the Toyota Prius includes indirect competitors such as public transportation and the market segment of fuel efficient cars that are considered non-hybrid or larger than the average sedan model.We determined the toughest direct competition as: Ford Fusion Hybrid, Chevrolet Volt, Hunyadi Sonata Hybrid, Honda Civic Hybrid, Honda Insight and the Nissan Leaf. 1.) Ford Fusion Hybrid I. Quick Facts Price (MSRP): $28,600 Fuel economy (city/highway): 41/36 MPG 6 7 II. Background of the Product The Ford Fusion Hybrid officially debuted at the Greater Los Angeles Auto Show in November 2008 and was introduced to the U.S market in March 2009 as the 2010 model.It was named the North American Car of the Year in 2010 at the Detroit auto show. One month later, the 2010 Fusion Hybrid was presented the grand prize at the Hermance Vehicle Efficiency Award. In addition, Fusion Hybrid was also named Motor Trends Car of the Year and made Car and Driver magazines "10 Best Cars for 2010" list. (Berman & Hall, 2011) III. Consumer Benefits The Fusion Hybrid is a full hybrid and currently has the best-in-class fuel economy for city driving, and the best hybrid gauge cluster on the market. Some consumers may appreciate that it is an American-made car and that its exterior design is appealing too. (Peters, 2010) IV. Consumer Negatives The 2011 Fusion Hybrid, with a base MSRP of $28,825 is very close to entry luxury price and costs more than $2,000 over the Camry Hybrid or Altima Hybrid. ("Used ford fusion," 2010) If gas prices were to remain the same, the Fusion Hybrid would end up costing more than the conventional non-hybrid car. (Peters, 2010) V. Positioning In 2009, Ford Motor Co. concentrated on positioning itself as not just a truck maker, but as a class-leading lineup of cars, aswell in the mind of the consumers. They wanted to be taken seriously in the market as a car company, and focused its campaign specifically on fuel efficiency and class-exclusive technology, such as Fords multimedia Sync system. VI. Sales Most recently, The Fusion Hybrid sold 216 units during August 2011 compared to Fords other hybrid vehicles the Lincoln MKZ Hybrid at 491 units and the Escape at 563 units. (Loveday, 2011) The Hybrid Ford models holds around 12.9% of the total market share. (Fact #678: Manufacturer, 2011) 2.) Chevrolet Volt I. Quick Facts -Price (MSRP) $32,780 - Fuel economy (city/highway): 95/90 MPG II. Background of the Product The Chevrolet Volt was introduced as a concept car in January 2007 at the Detroit Auto Show and developed very much in the public eye. (Riswick, 2011) III. Consumer Benefits After a full charge, the Chevrolet Volt operates as an electric car for its first 40 miles, burning no gasoline and only uses gas to extend its range. The Volt, especially when switched from Normal mode to Sport provides a driving excitement and transitions smoothly and quietly. (Berman, 2010) 7 8 IV. Consumer Negatives One major drawback of the Volt is that it is a four-seat sedan and does not accommodate a family comfortably. There is limited leg space in the rear and obstructed visibility for the driver. ("2011 Chevrolet volt: overview," 2011) Another issue consumers are considering about all E-REVs (Extended Range Electric Vehicles) is the availability of locations to plug in and charge the battery frequently. ("Pros and cons," 2008) V. Positioning One tactic GM is using to market the Chevrolet Volt is focusing on giving the consumer peace of mind by eliminating the fear of driving on electric and being stranded. Its tagline is Chevy runs deep, and introduced the idea of using the everyday household electric socket for charging the new electric Volt. VI. Sales General Motors has set a goal of target sales for 2011 at 10,000 units for the plug-in hybrid Chevy Volt sedan. As of September 2011, nine months into the year, theyve only sold 3,895 vehicles. In order for GM to reach its goal, it will have to sell over 2,000 units in the next three months. (Jalopnik, 2011) General Motors, the umbrella company of Chevrolet obtains under 1% of total Hybrid sales in the market share. (Fact #678: Manufacturer, 2011) 3.) Hyundai Sonata Hybrid I. Quick Facts Price (MSRP): $25,795 Fuel economy (city/highway): 37/39 MPG II. Background of the Product Hyundai introduced its Sonata Hybrid at the Los Angeles International Auto Show in 2008 and was released to the North American market for the 2010 model year. (Wagner, 2011) The Sonata Hybrid is the South Koreans first hybrid car to be introduced to the US market. During its first three months on the market, the Hyundai Sonata Hybrid has positioned itself as the second best selling gas-electric in the United States. ("Consumer reports pans," 2011) III. Consumer Benefits The cost of this hybrid is significantly less than its rivals. Hyundai utilizes its new six-speed automatic transmission with an electric motor that replaces a torque converter, which is its competitive advantage. ("Hyundai sonata hybrid," 2011) Its warranty is one of the longest among car manufacturers, covering the cost of a repair or replacement for either 10 years or up to 100,000 miles, whichever comes first. (Finney, 2011) IV. Consumer Negatives The Sonata Hybrid does not measure up to the regular Sonata. (Finney, 2011) A central complaint among consumers is that the Sonata Hybrid does not provide a smooth transition 8 9 between gas and electric drive. Consumer Reports also discovered problems with the Sonata's low-rolling resistance tires, which diminishes the car's emergency handling and increases its breaking distance. ("Consumer reports pans," 2011) V. Positioning The Hyundai Sonata Hybrid campaigns tagline is New Thinking. New Possibilities and leads the viewer to wonder what could happen to the world if first-generation technology was never improved upon. Its purpose is to show how all technology evolves. (Krivoruchko, 2011) VI. Sales The Hyundai Sonata Hybrid sold 2,000 units in September 2011, 51.6% less than the previous month. (Edgerton, 2011) The market share of the Honda hybrids hardly makes a dent into the total capital of its competitors. Comprising less than 1 percent it does not generate a significant piece of EV sales. However the Sonata BDI is rising gradually so although currently insignificant, this can change in the future.(Fact #678: Manufacturer, 2011) 4.) Nissan LEAF: I. Quick Facts Price (MSRP): $32,780 Fuel Economy (MPG) (City/ Highway): 106/92 II. Background of the Product: In 2009 Nissan unveiled its first model of the Leaf. An all-electric model that was affordable and practical.However, The Leaf model did not really catch on until this past year because previously Nissan could not keep up to reservation list demand. It was not until this past December that Nissan decided to implement reservations in subsequent roll out markets where they thought the vehicle would catch on the best. The first five early rollout markets were: California, Washington, Oregon, Arizona and Tennessee. The car will next become available in Texas and Hawaii by January 2011. By fall of 2012, Nissan hopes to have a national market (Chambers,2010). III. Consumer Benefits: The Leaf entered as a whole new player within the hybrid competitor set. Its independence from the pump has made it the most eco-friendly vehicle of its class because it has zero emissions. Plus, the Leaf escapes the rising prices of gas all together, unlike the Prius or other hybrids. (Chambers, 2010). IV: Consumer Negatives:Nissan offers strong competition in the electric vehicle sector, with the launch of its 2011 Leaf. However, the very high prices and limited range of batteries will cause many consumers to stay away from electric cars.Charging stations among the US are few and far between so the majority of the Leafs fueling must be done at home from an expensive charging dock, which can run up to $2,000 plus taxes.(Plunkett 2011). V. PositioningThe newest campaign for the Nissan LEAF centers around Innovation for all, which focuses on the innovation aspect as 9 1u the US market theme. The campaign purpose is to echo the innovation of a mass produced zero emissions vehicle yet translate that theme into an idea of leadership. (Nissan launches, 2010). VI. Sales Figures: IHS Global Insight forecasts volume of just 50,000 units a year in the U.S. by 2013. In market share, that's roughly 0.5% of industry sales at 2009 rates (Taylor III, 2010). 5.) Honda Insight: I. Quick Facts Price (MSRP): $18,200 Fuel Economy(MPG) ( City/ Highway): 40/43 II. Background of the product:Honda first started selling the Insight back in 2001 as a two door vehicle, a few months earlier than the Prius debut. However, it was taken off the market in 2006 due to lagging sales. After four years, Honda reintroduced the Insight as 4 door car, it was hailed as the Toyota Prius fighter (Welsh, 2009).III. Consumer benefitsHondas biggest advantage over the Prius is the price. The Honda hybrid technology capitalized on making the best use for the most cost-effective price. The Insight is marketed as a compact car that gets 40-mpg+ for less than $20,000.This draws in the target audience with a lower annual income, (Berman & Hall, 2010) . IV. Consumer Negatives The Insight proves to be slightly less fuel efficient than the Toyota Prius and it has cramped rear seating with little head room.Consumers also found the engine very noisy. Another common complaint is the lack of stability control on the base trim and air conditioning does not function while the car is in eco mode (Berman & Hall, 2010). V. Positioning: The original idea behind the Honda Insight was designed around the target of tech lovers. Honda positioned itself as a "hybridforeveryone".Anationalcampaignwas started in March 2009 by defining itself among the hybrid category as being inclusive and affordable. (Ad campaign, 2009) VI. Sales figures Ward's Auto reported that March 2011 sales for the Insight more than doubled, at 62.2%, compared to the sales figures for March of 2010. (McGlaun, 2011) It was reported that 2,782 Insight hybrids sold which is substantial considering that in 2004 only 80-100 hybrids sold a month (Flass, 2004). The increase in sales even outpaces the Hybrid leader, the Toyota Prius, which saw a 52% sales gain since last year. The market share of Honda hybrids as a whole, within the US competitor set falls right below ford at 12.2 % in 2010. (McGlaun, 2011) 1u 11 6.) Honda Civic Hybrid CVT: I. Quick Facts Price (MSRP): $24,050 Fuel Economy(MPG) ( City/ Highway): 44/44 II. Background of the Product: The Honda Civic was launched as a non-hybrid model back in 1973. It has enjoyed much success as one of Americas most popular compact cars, due in part by consistent high level of fit and finish and an impressive reputation for reliability and low running costs.This became a perfect opportunity for the Civic to launch its hybrid model in the U.S back in 2003, just as the green trend was picking up pace within automotive markets. (Honda Civic review) III.Consumer Benefits Since the Honda Civic vehicle is no youngling amongst the many Honda models, it touts a sort of consumer trust along with its name. Its solid performance that was as easy to use as a conventional car, plus, its fuel economy, attractive design and of course safety features make it an attractive choice. (2010 Honda Civic hybrid review, 2010) IV. Consumer Negatives: Cons found by consumers and critics of the Honda Civic Hybrid are: the price, which is roughly $1000 more than the Prius; the small passenger space; the electric motor does not kick in when the car is idling and acceleration is fairly sluggish, making it a problematic in reaching highway speeds. (2010 Honda Civic hybrid review, 2010) V. Positioning: The Honda Civic Hybrid was introduced as a model that could relate to the mass market, seeing as the traditional version wasthe best-selling compact car in America.(Armstrong, 2003) The most recent campaign launched centered around to each their own which attached character personas to each vehicle. This strategy did not specifically differentiate the Civic hybrid from other Civic classes. Instead it played off the theme that there is a civic for every personality its slogan reads, "We're all different, that's why there are five different Civics,".(Brady, 2011) VI. Sales Figures: Honda has placed high hopes on its all-new 2012 Civic Hybrid to carve out a sales niche in a segment thats commanded by the 2011 Toyota Prius. A year to date average of sales from 2010 to 2011 according to Honda.com sales figures, is arounda 24% increase. The market trend, in this case, is leading the brand sale trends.(Honda, 2011)Creative History of Toyota Prius Though Prius has been recognized as a leading brand in green carsmarket,itstillkeepsrepositioningitselfinitsadvertising messagetoexpanditsaudience.AsPriushasthreegeneration 11 12 ofmodels,therehavebeenthreemaincampaignstopromote the new models before and after the launch. In2001-2003,thePrius/GeniuscampaignlaunchedPrius firstgenerationofhybridcars.Aseriesofhybridfactsads wereusedtoinformtheconsumersaboutthisnewbrandand itsinnovation.Thecampaignaimedtoconvinceconsumers thatPriusisnotonlyanenvironmentalfriendlycarwith innovationtechnology,butalsoapracticalchoicefordaily transportation. (Geller, 2000) During2003to2009,PriuslaunchedThePowertoMove ForwardcampaigntopromoteitsHybridSynergyDrive systeminthesecond-generationmodels.InthemainTVad, people and vehicles are seen moving but their legs and wheels seem to be locked in place. Prius is the only moving object on theroad.Itdemonstratestheideathatthenewgenerationof Priusisrevolutionaryintransportationanditssomethingthat cannotwait.(Feuer,2003)TwoadditionalTVspotsThe HolesandBiggerwerelaunchedtoaddressthenew spacious and powerful hybrids. In2010,ToyotarolledoutthefamousHarmonycampaign forthenewPriusmodels.Thecommercialspresentacolorful landscape made entirely out of people with a Prius travelling in it.Theconceptofharmonybetweenhuman,natureand vehiclesisincorporatedintheTVspotsanditdemonstrates howPriusbalancethenaturalordersofthingswhileserving humansasameanofmobility.Besidestraditionalmedia, interactive marketing also played a part in this campaign. Toyotarolledoutover-sizedsolarflowersinurbancentersall overtheU.S.toofferseatsandInternetservicetopeopleby using solar energy. In Sep 2011, the new ad People Persons was launched for the 2012ToyotaPriusFamily.Adoptingthesameelementsin Harmony, the ad had 18 people linked together to create an enormous person going about his morning routine(Nudd, 2011). As the person steps outside, the giant dismantles to18peoplewhowalktotheirrespectivePriuscars.Thead triestocommunicatetheideathatPriusisnotjustforone person. Instead, its for everyone.ItsimportanttonotethatthoughTVcommercialsseemmore dominant in each campaign, Prius is very active in both online andofflinemarketing.Fromcooperationwithartists(Prius ConceptBike),tosocialmediadiscussionwithconsumers (Whatsthe pluralofPrius?), Prius tries to reach consumers in an interesting way through a variety of mediums. Target Audience The hybrid market is a fairly new one, breaking into the auto scene around 2000.The adoption of hybrid models has been fairly slow yet constant in making up a consumer niche all their own. However, it is important to note there is no distinct difference in consumer demographics among different hybrid models and brands. Hybrid consumers are a unique market which suits not only their demographic criteria but also psychographic as well. The Toyota Prius being the most fuel-efficient hybrid model out right now is setting standards among 12 1S hybrid cars.It evolved from a green niche product to a symbol of environmentally responsible driving.This association primes the cognitions of the consumer making them think they are part of the solution. Gender ProfileThe hybrid market seems to take on gender-neutral traits. Research has shown that females and males are more or less the same in the Toyota Prius market. Both genders have an equal index of 100. (Simmons 2008) Age Profile: Hybrid drivers are a few years older than the average car buyercloser to 50 rather than the average age of 40. According to the Simmons overview Toyota Prius consumers generally follow this trend since the three main age demographics that comprise most the Toyota Prius market are 35-44 (index:128) and 45-54 (index:102) and 55-59 (index: 99). (Appendix C) Ethnic Profile:When breaking down consumers into ethnic groups, 76.9% consider themselves to be white. They make by far the largest segment of hybrid consumers.The outlying second majority among hybrid consumers is African Americans, falling at 11.9 percent. (MRI, 2008)

Income Profile: Hybrid consumer generally has a higher income than the average car buyer. According to a 2004 J.D. Power report hybrid owner incomes are $100,000 a year versus $85,000 a year for the average buyer.(J.D. Power, 2009) Simmons breaks down the Prius market by social economic levels: Level 1 or the top 10% (index: 218); Level 2, top 20% ( index: 186); Level 3, bottom 30% (index: 114); Level 4, bottom 40% (index: 17). (Simmons, 2008) Education Profile: There is also strong evidence that hybrid drivers have higher levels of education.According to Simmons education level correlates to the willingness to pay more for environmentally friendly products. More specifically, College graduates (index: 125) Graduate school graduates (index: 248) and populations that attended school after college (index: 185) are significantly more likely to purchase a Toyota Prius than lower education profiles. Correlations can be contributed to environmental awareness and income levels associated with education echelons. Psychographic profile:A 2002-2003 Oregon Environmental Council (OEC) survey 1S 4 14 provides insight in the hybrid category.The survey found the top three reasons for purchasing a hybrid car were: pollute the air less, emit less climate changing CO 2, and appealing technology. Even more interestingly, Mindset Media found that people who drive hybrid cars are 78 percent more likely than the general population to be highly creative - or "Creativity 5s" Their profile was based on the Nielsen Online panel which categorized hybrid consumers based on personality traits.The consumers tend to rank high in creativity, openness, and spontaneity leadership and low in dogmatism, which is the disdain to so-called moral authorities. These characteristics summarize the markets collective behavior and set the stage for advertising techniques that permit untraditional originality and imagination. (MarketingVox, 2008) Geographic Differences According to Simmons overview, there is a large regional difference of consumers choice towards Prius. People from the West Coast are the most likely to own a Prius with an index of 190. But people in the South (index:93), Midwest (index:55) and Northeast (index: 63) are less likely to be Prius owners. However, when comparing ownership of Prius in the top 14 DMAs, Prius is found to be more prevalent in cities such as San Francisco (index: 269), Los Angeles (index:248), Washington DC (index:237) and Miami (index: 171). (Appendix A:1-2) On the other hand, when looking at the category of hybrid-electric vehicles, the hybrid cars market is larger than Prius. According to a report from National Renewable Energy Laboratory, the density of Hybrid-Electric vehicles is particularly high in lower West Coast, Northeast Coast and the Great Lakes area. (NREL, 2009) (Appendix D) The discrepancy between the ownership of Prius and hybrid cars shows there are still some potential markets for Prius to develop. The reason behind the geographic difference may be the fact that the culture tends to be more progressive and more open to trendy lifestyle which is consistent with Prius brand image. Timing and Purchase Cycles The Toyota Prius is in the Growth Stage of the product life cycle. They entered the market at a low price that was appealing to consumers interested in purchasing a hybrid sedan. Toyota is currently building brand preference and increasing their market share. Currently the Prius is Toyotas third most popular car, (Valdes-Dapena, 2011) and throughout the past decade, Toyota has owned around three quarters of the U.S. hybrid market share. (Ashley, 2009) By the end of the decade, Bob Carter, Toyota's group Vice President for U.S. sales, believes that the Prius will be number one in the hybrid market in addition to surpassing sales of Toyotas long-time top-selling Camry. ("Toyota: Prius will," 2011) Most automobile sales are seasonal based on cyclical demands. Sales are heaviest from March through June, and lightest from 14 1S November through January. ("Automobiles & components," 2007) Fuel economy averages about 3 MPG higher in summer than in winter, (Decicco, 2009) which could contribute to consumers considering purchasing a hybrid car during the warmer months while they are driving more miles and spending more money on gas. More automobile sales may take place on the weekends if people work a traditional 5-day workweek and have time to car shop on their days off. In the United States, people are more likely to spend more time in the car when the weather is mild and enjoyable in regions of the country that experience this weather. During winter months, people are reluctant to drive in rain or snow conditions for safety reasons. While the weather is beautiful from March through July, people develop a sense of environmentalism and cause them to think about driving an electric car instead of a gas-guzzler. Questions about the Media Mix Evidence suggests that advertising is more effective for companies who are innovators and have new products or services to offer consumers.Advertising also builds awareness, which is important to a brands success. According to Ad$pender, Toyota Prius spent $71,882.6 Million on advertising from January 1, 2010 to July 31, 2011. (Ad$pender, 2011) Its advertising strategy relies heavily on spot TV ($43,695 Million), Internet display ads ($10,077 Million), Network TV ($7,872.3 Million) and Cable TV ($3731.9 Million). To launch the 3rd generation of Prius, the company rolled out the 2010 Harmony campaign featuring the tagline Harmony between Man, nature and machine. It used mostly TV and online ads to visualize their Harmony concept. Its commercial has been more transformational rather than informational. The main commercial with a floral-landscape made out of people also topped Nielsens Top Most-liked new ads in May 2010. As to online advertisements, Toyota spent $10,077,000 on internet display advertisements from January 1, 2010 to July 31, 2011.(Ad$pender, 2011) According to FXSTD, an alternative energy center, Over 75% of consumers when searching for the nearest local car retailer start their research online'. Because of this consumer behavior, Toyota has created of ToyotaPriusProjects.coma website dedicated to documenting different projects being completed by Prius people throughout the country.As well as expanding their use of social media sites, such as Facebook and Twitter. In addition to traditional media, Toyota is also exploring interactive ways to communicate with consumers. In the 2010 Harmony campaign, Prius had installed over-sized solar flowers in the public to offer seats and Internet to citizens. In January of 2011, Toyota launched the Prius goes Plural Campaign to answer the question What is the plural of Prius? Consumers where invited to vote for the plural of Prius on Toyotas website, the Toyota Facebook page and the social game Car Town.Toyota received over 2 million votes and Prii became the plural of Prius. This campaign was also featured on the Prius Projects webpage. 1S 4 16 SWOT Analysis Strengths Toyota Prius commands 69% of the Hybrid US market share and its regarded as the pioneer hybrid vehicle in the market. Prius is considered as an environmental friendly vehicle, which is best on fuel economy compared to other midsized sedans.Prius innovation of technology and environmental awareness has become a pattern of lifestyle for consumers. People who appreciate this lifestyle are more likely to be a buyer of Prius. Weaknesses Higher price compared to similar hybrid vehicles. consumers who have limited income may switch to other hybrid options. Though Prius has positioned itself as a green vehicle, there are consumers who choose the performance of a vehicle over the green concept.One of the constraints for Toyotas hybrids is the supply of batteries may limit the performance of the vehicle. Consumers may not want to sacrifice their needs of mobility just for the hybrid concept. Opportunities Increasing environmental concerns will create a greater demand for more efficient vehicles. The Prius' promise of low emission offers supports this greener trend offering consumers a better option to save the environment. Cost of petroleum continues to remain high, and it is likely that it will increase as the supply decreases. Hybrid vehicles which use combined energy of petrol and electricity can be a solution to the increase of oil's price. Government may give incentives for vehicles that give off lower emissions. This may allow Prius to offer high quality vehicles at a lower price. The hybrid market is expanding in many regions all over the country. There are markets which have high density of hybrid vehicles but not dominant by Prius, so Prius can increase their sales in potential markets. Improving hybrid technologies will allow for more efficient future generations of the Prius. Recent political campaigns have brought attention to global warming and alternative energy sources which reflects positively on the Prius. Threats Electric vehicles are becoming more available and are more environmentally friendly and cheaper than the 16 4 17 Prius.Other manufacturers are creating new hybrid models, introducing more competition and possible future threat of market saturation More widespread use of public transportation. Rather than buying an environmentally friendly car, consumers may choose to use public transportation more often. Another possible economic recession and the dismal job growth leave Americans budget for pricier hybrid vehicles over less efficient ones. CREATIVE STRATEGY Objective To heighten brand awareness of the Toyota Prius as the leader in hybrid cars to increase brand loyalty to the Toyota Prius since the hybrid market is becoming progressively more cluttered with competitors To exhibit that the Toyota Prius is an environmentally friendly vehicle that has great performance value and energy efficiency.To prove Toyota Prius can be a smart lifestyle choice- that will balance consumer needs of everyday life and desires to make the world a little bit greener. Brand Positioning To men and women 35+ adult , who are trend setters and have the desire to make the transformation to live the green lifestyle, Toyota Prius, is the hybrid car that is the leader in creating the prefect synergy between man, environment and machine. Brand Promise Toyota Prius promises a hybrid vehicle that will be best in class in value and dependability focused around its eco-friendly concepts.Support Our mission is to be a pioneer in innovation that paves the way for all hybrid cars. With leading MPG, safety and low emissions the Prius is reducing the carbon footprint while providing consumer trust and constancy. Tone The tone of the campaign will beover-all cheerful and lighthearted, innovative, bright and impressionable. Slogan Harmony between Man, Nature and Machine! 17 4 18 MEDIA OBJECTIVES 18 4 19 19 4 2u Target Audience !Objective: Our primary audience is 35- 54 adults who are college educated and have a higher income level than the average American.Our secondary target 18-24, stems from our primary audience, as a brand loyal parent would be most apt to buy a Prius for their children. Rational & Strategy: We choose our primary target based on the current primary consumers of the Toyota Prius. The majority of Prius owners are 35-54, commanding approximately 45 percent of the market. (Simmons) Most of these consumers are college educated adults which correlates to their willingness to pay more for environmentally friendly products. (Index:118) (Simmons) Toyota Prius, as a leading brand in green automobiles, can meet our audience needs for mobility and environmental care at the same time. We determined our secondary target as 18-24 adults, because most our primary audience have teenagers that are just starting to drive. Toyota Prius can be the first car that their parents buy for them. We foresee our primary target, parents, purchasing the Prius for their children on the grounds that it is an IIHS top safety pick and the money spent for gas will be less when they drive back and forth from college.According to Simmons Choice, our audiences are regular users of a wide range of mediums including TV, radio, Internet, magazines, newspaper and outdoor (with indexes of 100 on average). We decided to use all of these mediums to reach more of our potential audience in the market. Specifically, since most of our audiences are professionals who often drive during rush hours; radio can be an effective a vehicle to reach them (index: 113). Radio programs such as Car talk radio, reach over 4 million people and are syndicated on 370 different stations.Another station we plan to advertising on is Morning Edition, a station that has over 13 million listeners on a National level. It is the second most listened to radio show in America.For Spot Radio, LA KIIS FM. 102.7 and NYC Z100 100.3, stations would be good examples because these Top 40 stations cater to our target audience driving home from work and teens listening to the latest hit songs. The next strategic time to reach our target is during prime time hours, when Americans gather around at their dining tables and their TVs (index:98). We decided to purchase spots on TV programs such as Wheel of fortune at 7:30 PM EST. Wheel of fortune has 11.3 million viewers and a 7.3 HH rating. We plan to advertise during the college football season since our target audience is generally college alumni.Because ESPN airs many college football games we plan on purchasing spots on that network. Daytime Cable programming that captures a good segment of our target would be TBS which syndicates popular TV shows during the day part such as Everybody loves Raymond or Friends.Our Net TV early MEDIA OBJECTIVES 2u 4 21 news segments will be distributed among local news segments before prime time hours, on channels such as ABC, FOX, NBC, and CBS.The Simmons Choice data also indicates that Internet is one of the heaviest used mediums by our audience (index:117), which is consistent with our targets high technological sense. We plan on using Internet keyword searches on major search engines such as Google, Yahoo, and Bing.Many consumers start the car buying process online, and because of this we decided that internet display ads on targeted sites such as greencar.org, and autoyahoo.com would be prime locations for potential buyers researching their next vehicle purchase.In print media, we will use specialized magazines and national newspapers. Magazines such as Car and Driver, Readers Digest, Womans Day, Time Magazine and People are used to promote Prius to our highly segmented audience. A newspaper like USA Today is a good choice because it is widely circulated among American households.Direct mail will be another medium we use to advertise to our target audience within our spot markets.This strategy will be used at very specific times during the fiscal year such as springtime and the holiday season.Since direct mail listings come from the Toyota Database we will have a very precise message tailored to our target. Reach and Frequency Objective: For our 2012 campaign, Prius is continuing the harmony theme to launch its new model the Electric Prius in early 2012. In order to increase brand awareness in potential hybrid cars markets, we decided to optimize reach over frequency in Prius new media plan. The overall reach of the plan will range from 71 to 84 while the frequency will be relatively moderate at 2.4 based on the Ostrows Model. (Appendix E) The budget share breakdown worked out to approximately 75% for National campaign and 25% for Spot throughout the entire fiscal year. Strategy: Our media plan will focus on reach over frequency because higher reach can help Prius set up in potential hybrid cars markets where its not the major player. In addition, we determined the 2012 frequency to be 2.4 based on Ostrows Model. (Appendix B) It revealed Prius frequency is lower than 3 because it is already the market leader within the competition set. In this case, this combination of high reach and moderate frequency will still be effective in sales and brand recognition.To achieve our goal, we intend to buy a variety of mediums on different platforms to reach wider range of audience.The high reach will ensure Prius presence in the market clutter.Depending if it was a lower sales month, which comprised of January, February, August, September and October, we focused more of our budget towards the national campaign to increase awareness for the predicted upcoming higher sales months, March, April, May, June, July , November and December.The logic behind our spot campaign is the 21 4 22 same just inversed. If there was higher sales we focused more on our spot audiences which comprise of 31.5% of the US Households because we knew directly advertising to our heaviest markets would prove more effective in consumer action. Scheduling & Timing Objective: The Prius harmony campaign will run from January 2012 to December 2012. We will use a combination of pulsing and flight schedule in the media plan. More budget and GRPS will be allocated during peak sales months. (Appendix F) Strategy: Our strategy was based off of sales pattern of Prius from the previous year.We noticed that car consumers follow trends of buying and they peak normally in the spring months and then again around the holidays.We decided to use this trend rather than quarter increments because this optimized our growth over our competitors. Faced with increasing competition in the market, we used pulsing scheduling in national campaign to offer on-going message flow to our audience.In the months when sales are lower, emphasis on national campaign can help gain awareness for predicted upcoming sales months. For spot market, we will use flight scheduling by focusing on higher sales months (March to July and November to December) to drive sales in potential markets.Depending on the season we also chose vehicles more closely for the allotted budget. During February we purchased sports vehicles because the Super Bowl falls within this month and with playoffs a substantial national audience tunes in. Another time is October and November when college football is in full swing, it would key to purchase these units because most of our primary target is college educated adults and have allegiance to various collegiate teams.The same patterns also correlated with direct mailings which will go out during holiday seasons and in April for an earth day promotion. Outdoor units prove to be the most effective during peak sales, as well. We strategically placed 25 showings in March, April and November, heaving up our 14 spot markets, which comprise 31.5% of US HH. Our most distributed and consistent advertisements come in the form of television and radio vehicles.(Appendix G) 22 4 2S Geography Objective:We plan on having a broad national campaign reaching most of the United States with focus in the New England area, most east coast states and west coast states which had higher Prius ownership indexes.Big cities also proved as better markets having higher densities of hybrid cars because hybrids are more efficient in these areas based on MPG ratings.Some major cities such as Boston, San Francisco, Los Angeles, Washington DC, Phoenix, Miami, Seattle, Houston, Austin, Denver, Minneapolis, Cleveland, Chicago, Atlanta and New York City also lend themselves as suitable markets that media concentration should be increased. Strategy: Our media plan for Toyota Prius will be more of an offensive strategy. We plan on concentrating the highest advertising budget for our national budget. Our biggest national markets prove to be coastal states. These states tend to have high population densities and most consistent index numbers of Prius bought in these regions.In our national campaign we focused more on the reach of our campaign to increase awareness in the quickly expanding hybrid market. Less Ad dollars will be spent towards the middle of America states because many of the reasons that consumers do not buy Priuses can be contributed to confounding factors, like practicality of the vehicle in the region, income and even level of education. which are all target profiles that lend themselves to the general Prius Consumer. We looked at narrower regions that had higher hybrid vehicle density. According to the National Environmental Energy Laboratory, Major cities such as Boston, San Francisco, Los Angeles, Washington DC, Phoenix, Miami, Seattle, Houston, Austin, Denver, Minneapolis, Clevland, Chicago, Atlanta and New York City also lend themselves as suitable markets that media concentration should be increased. (Appendix C)These 14 spot markets lend themselves to 31.55% of US HH, which will drive sales effectively. !!!2S 4 24 "#$%&'!!Objective: The budget for the 2012 campaign was derived from the 2010 Toyota Prius ad spending figures of $71 million. We cut spending in half for 2012 due to our strategic design schedule to capture our narrowed audience, which allowed for the new budget to be $35 million. However, we deducted $4 million, which is roughly 15 %, of the total media budget and allotted that towards nontraditional advertising leaving us with approximately $31 million for traditional media vehicles. Strategy: We allocate our budget to 7 different traditional media vehicles including TV, Magazines, Outdoor, Internet, newspaper, radio and direct mail. Our nontraditional vehicles will be the $4 million contingency plus the $250,600 left over from the traditional media spending. The most ad dollars went to television because it proved to be an effective medium for our target audience minimizing the cost per person.The second largest budget is allotted towards Internet spending. A highly expensive vehicle to advertise in but is strategic considering most people begin shopping for their new vehicle on the Internet. Through top keyword optimization on search engines we plan to boost hits and consumer click through to the Prius homepage.The third largest is the nontraditional media, which is going to take form in PR and ambient advertising. The goal of this medium is to drive sales up during peak months.Our smallest budget is allotted to newspaper because the high cost did not allow for many units to be purchased.(Appendix H) Media Type $(000) Media Mix % Television15606.744.6 Internet4848.313.9 Non- Traditional 4250.612.1 Magazines3053.88.7 Radio2698.57.7 Outdoor2006.85.7 Direct Mail865.12.5 Newspaper635.31.8 24 2S Strategy 1: Air Freshener Ornaments Objective: Our objective through this promotional event is to promote the Prius brand and increase sales throughout the Holiday season. The ornaments will stand out during the morning rush of people going to work and living about the city. We want the Prius name to spread by word-of-mouth through this surprising event, and result in driving sales. The Toyota Prius will be in the front of our targets minds as a vehicle option and opportunity to impact their carbon footprint through a purchase of a Prius. Strategy:During the winter holiday season, at the end of November specifically, when we are trying to drive sales, we will use outdoor guerilla advertising as a promotional event. In 14 spot markets we will hire people to hang festive, peppermint scented car air fresheners thatwill be colored green and in the shape of aPrius on bear tree branches around the citiesto resemble holiday ornaments. We will hire80 people per market to work throughoutthe night order to avoid the traffic of people taking down the ornaments while they are being hung, which would be counterproductive. The workers will be paid an incentive of $400.00 each to work for 4-6 hours, and will be responsible for hanging 20 ornaments per tree on 20 trees on a one-block radius. With 80 people in 14 markets and 400 ornaments each, we will need 448,000 air fresheners. This promotional event will cost us $448,000.00 to pay the team to hang the ornaments, plus the cost to make 448,000 air fresheners, which is estimated at $0.15 each, increasing our total cost by $67,200 to a total cost of $515,200.00. Our team is ultimately being paid $1.00 to hang one ornament. Strategy 2: Taxi Initiative Objective:We want to give back to the cities that drive hybrid cars as an appreciation for their concern to keep our planet green and decrease the carbon footprint. Since these cities are heavily populated, we will reach a large amount of our target audience at a high frequency. While in the taxi, the rider will experience the advantages and benefits of the Toyota Prius; therefore we are utilizing experiential marketing. The rider of the taxi will get a hands-on experience with the smooth ride and transition between gas and electric motors among other technological features that can stimulate and reach those unaware of the positive hybrid experience with the Prius. We hope to raise brand awareness as well as environmental awareness. We feel this will have a tremendous impact through the social media MEDIA INTERGRATION 2S 4 26 involvement to increase awareness of the brand and remain the leader of hybrid cars. Strategy: We will host an East Coast event by implementing 12 used Prius sedans as taxis in the four spot markets with the highest density of hybrid cars including Boston, New York, Washington D.C. and Miami for one day each to celebrate Earth Day in April. The 12 taxis will start out in Miami, make their way north to Washington D.C, followed by New York, and finish in Boston. This will be an event hyped up through social media, getting people excited to look out for the Priuses in their city. We will donate 100% of the Prius taxi ride fares to the respective citys parks and recreation department in order to give back to park beautification within those cities by planting trees and flowers. All of the cars will have Prius advertisements on the taxi tops that depict how much gas each hybrid will save that day, compared to using a standard vehicle. Each customer will receive a receipt to enter an online contest through the Prius website to win a Prius of their own. This will integrate an online contest with the experiential marketing.The Priuses used will be previously leased cars which have been sitting at dealerships. Therefore we would not be depreciating the value of any new cars. The cost of taking the Priuses will be about $250,000. Then, we factored in the price of gas at $3.50 a gallon times at least 10 fill-ups at the pump for 12 cars with 11.9 gallon tanks. The gas expense will total at $4,998 for the duration of travel. Next, the cost of labor; the drivers for this promotional event will be paid $2,000 based on the average salary of a taxi cab driver for one week plus the travel and hotel expenses which we estimate at $1,000 each cab. The licenses for each cab will average at $300 each. We will allot a total of $1,500,000 to this event, as it is our largest and most integrated movement. Prices of gas and travel expenses may vary. If we do not end up spending all of the allotted money towards this event, the excess money will go directly towards the beautification funds of respective cities, along with the taxi ride fare money. Strategy 3: Wheel of Fortune Sponsorship Objective:Our main objective through this sponsorship is to have a large national reach to our specific target. We will spread our Harmony message over national TV allowing our target to become more aware of the Prius positioning and brand. We want to get involved in Wheel of Fortunes interactive online contest to entice our target to visit the Prius website as well. As a result of the online contest, the winner will experience the Prius brand. By the implementation of experiential marketing, the winner will then use word-of-mouth to spread positive brand awareness. 26 4 27 Strategy: We will sponsor one episode of the TV show, Wheel of Fortune, in the month of March. The wheel that contestants spin will be green in color, and one option to land on the board will be to win a free Prius. All of the puzzle categories will pertain to green practices and products, as this episode is dedicated to the going green movement sponsored by Prius. This show airs at 7:30pm EST on ABC, which is after our primary target is home from work and may be relaxing around dinner-time. Wheel of Fortune is a show that has been around for over a decade, so our target is familiar with the program. Wheel of Fortune has an interactive contest for viewers at home, selecting a User ID during each episode for a daily prize. Once the home winner goes online to redeem the prize, a free Prius, our banner ads will take over the Wheel of Fortune website and redirect them to the Prius homepage. Prius exhibits generosity by giving away the car and the go-green position it supported on Wheel of Fortune. The cost of potentially giving away two free Priuses is about $60,000. We estimate the cost of sponsoring Wheel of Fortune on ABC to be around $1,150,000 Strategy 4: Online USA Today sponsorship Objective:We want to be associated with USA Today, which reaches our target audience across the country, being that the older generations still rely heavily on traditional newspapers to obtain news. We also reach our secondary target with the online takeover. We found that USA Today reaches a younger crowd than other newspaper titles, and this specific paper would be most effective. USA Today is famous for computing the holiday list of gifts that gives back every year. This will help our positioning in the mind of the consumer to be paired with the reputation of USA Today and be integrated with its digital component. Prius will be perceived as a charitable and generous brand that supports an eco-friendly lifestyle to make the world a healthier place to live. Strategy:In December, Prius will fully sponsor USA Today newspaper and website in conjunction with creating an 27 4 28 insert of Go Green Gift Guide during the holiday season. The Prius will be the number one item on the guide, leading a list of other top-of-the-line green gadgets and products. With the sponsorship, we will also have banner ads surrounding the website for a complete website takeover. This will help our positioning to support our eco-friendly hybrid car that decreases the pollution output into the environment. We estimate that the total cost for the online takeover with banner ads and print sponsorship to be about $1,000,000. 28 4 29 Su 2010 Honda Civic hybrid review. (2010, April). Productreviews and reports . Retrieved October 12, 2011, fromhttp://www.consumersearch.com/hybrid-cars/2010-honda-civic-hybrid 2011 Chevrolet volt: overview. (2011). Retrieved fromhttp://consumerguideauto.howstuffworks.com/2011- chevrolet-volt.htm 2011 Toyota Camry Hybrid. (2011). Retrieved fromhttp://autos.aol.com/cars-Toyota-Camry Hybrid- 2011/overview/ Ad campaign for the launch of the all-new Honda Insightcelebrates "hybrid foreveryone". (2009, March 13). RPA: Rubin Postaer and Associates. Retrieved October 12, 2011, from http://www.rpa.com/subsections /press.html?section=2009&id=0309insightcampaign Armstrong, L. (2003, September 4). Hybrids shed their wimpyways. Bloomberg BusinessWeek, N/A. RetrievedOctober 12, 2011, from http://www.businessweek.com /technology/content/sep2003/tc20030940851tc127.htm Berman, B. (2010, October 1). Chevy volt. Retrieved fromhttp://www.plugincars.com/chevrolet-volt/review Berman, B., & Hall, L. E. (2011). Ford fusion hybrid.Retrieved from hybridcars.com/vehicle/ford-fusion -hybrid.html Berman, B., & Hall, L. E. (2011). 2011 Honda Insight - reviewhybrid cars. Hybrid cars. Retrieved October 12, 2011, from http://www.hybridcars.com/compacts-sedans/honda-insight-overview.html Brady, S. (2011, April 22). Honda Civic: characters welcome .brandchannel.com . Retrieved October 12, 2012, from http://www.brandchannel.com/home/post/2011/04/22/Honda-Civic-Characters.aspx Chambers, N. (2010, October 8). 2010 Nissan Leaf Review |PluginCars.com. Plug-In hybrid & electric vehicles - PHEVs - news &reviews | PluginCars.com. Retrieved October 11, 2011, fromhttp://www.plugincars.com/nissan-leaf/review Consumer reports pans sonata hybrid. (2011, September 30).Retrieved from http://www.hybridcars.com/news/ consumer-reports-pans-sonata-hybrid-31247.html Edgerton, J. (2011, August 26). 2012 Camry: can it saveToyota?. Retrieved from http://moneywatch.bnet.com/ spending /blog/cars-money/2012-camry-can-it-save-toyota/3477/ REFERENCES S1 Fact #678: Manufacturer market share of hybrid vehicles,2010. (2011, May 25). Vehicle technologies program. Retrieved October 12, 2011, from http://www1.eere.energy.gov/vehiclesan Feuer, J. (2003, 0009 10). Saatchi unveils global Priuscampaign. Retrieved fromhttp://www.adweek.com/news/advertising-branding/saatchi-unveils-global-prius-campaign-66945 Finney, M. (2011, September 29). Sonata hybrid doesn'tmeasure up to regular sonata. Retrieved fromhttp://abclocal.go.com/kgo/story?section=news/7_on_your_side&id=8373366 Flass, R. (2004, July 12). Hybrid hi-jinks: buyers go toextremes to conquer short supply. | Los Angeles Business Journal | Professional Journal archives fromAllBusiness.com. AllBusiness.com. Retrieved October 12, 2011, from http://www.allbusiness.com/north-america/united-states-california-metro-areas/186375-1.html Floresca, E. (2011, January 30). Campaign: Hyundai sonata.Retrieved from http://theadbuzz.com/2011/01/hyundai-sonata-anachronistic-city/ Geller, M. (2000, 0009 01). Anatomy of a buy- hybridcampaign for a hybrid car. Retrieved from http://www.mediapost.com/publications/article/8882/ Hall, L. E. (2011). 2012 Honda Civic hybrid-review.Hybridcars.com. Retrieved October 12, 2011, fromhttp://www.hybridcars.com/vehicle/2012-honda-civic- hybrid.html Healey, J. R. H. (2011, April 07). Prius sales top 1m as pumpprices spur interest in hybrids. Retrieved fromhttp://www.usatoday.com/money/autos/2011-04-06-prius-tops-one-million-in-sales.htm Honda. (2011, August). monthly sales reports. Honda MediaNewsroom. Retrieved October 12, 2011, fromhttp://hondanews.com/channels/ 167/releases/94f05cb6- 5b2b-b3e4-cd6c-7b004c34bef5 Honda Civic review. (2011). Edmunds.com. Retrieved October12, 2011, from http://www.edmunds.com/honda/civic/ Hyundai sonata hybrid. (2011). Retrieved fromhttp://www.hybridcars.com/vehicle/hyundai-sonata-hybrid.html In otherwise dismal month, fusion hybrid doubles sales.(2010, September 2). Retrieved from http://www.hybridcars.com/news/dismal-month-fusion-hybrid-doubles-sales-28518.html Jalopnik, R. W. (2011, October 3). Chevy volt sales fall short.Retrieved from http://www.wired.com/autopia/2011 /10/chevy-volt-sales-fall-short/ S2 J.D. Power: annual U.S. hybrid sales beyond 1 million by2015. (2009, December 31). Hybridcars.com. Retrieved October 12, 2011, from http://www.hybridcars.com/news/jd-power-annual-us-hybrid-sales-beyond-1-million-2015-28126.html Krivoruchko, I. (2011, January 27). Marketing campaign forhyundai sonata hybrid: first isnt always better.Retrieved from http://popsop.com/42594 Loveday, E. (2011, September 1). Hybrid vehicle sales steadyin august; prius crowned hamp again *update. Retrieved from http://green.autoblog.com/2011/ 09/01/hybrid-vehicle-sales-august-prius/ Loveday, E. (2009, July 3). 2011 Nissan LEAF: design aimedat mainstream appeal. hybrid and electric car news andreviews green car reports. Retrieved October 11, 2011, from http://www.greencarreports.com/news/ 1033843_2011-nissan-leaf-design-aimed-at-mainstream-appeal Loveday, Eric, E. L. (2011, October 03). Hybrid vehicle salesslip in september 2011; prius tops chart again *update.Retrieved from http://green.autoblog.com/ 2011/10/03/hybrid-vehicle-sales-slip-in-september-2011-prius-tops-chart-ag/ Loveday, E. L. (2011, March 09). Whole lotta prius love:Toyota's hybrid sales top 3 million worldwide.Retrieved from http://green.autoblog.com/2011/ 03/09/prius-toyota-hybrid-sales-3-million/ MarketingVox. (2008, Mar. 13). In Hybrid Car OwnersEducated, Wealthier, Older, More Creative, Less Dogmatic. from http://www.marketingvox.com/hybrid- car McGlaun, S. (2011, April 15). DailyTech - Honda Insight salesgrow significantly thanks to rising fuel prices . Auto.Retrieved October 12, 2011, fromhttp://www.dailytech.com/Honda+Insigh MRI. (2008, Jan.). In Mediamark Internet Reporter:Demographics. Retrieved Nov. 26,2008, from http://www.mriplus.com/ NREL (2009). Vehicle density of hybrid-electric cars Retrievedfrom http://maps.nrel.gov/transatlas Nudd, T. (2011, 0009 14). Toyota Saatchi builds a giant humanout of 18 smaller humans to say there's a Prius foreveryone . Retrieved fromhttp://www.adweek.com/news/advertising-branding/ad-day-toyota-134854 Peters, E. (2008, September 16). Gm reveals details aboutproduction version of volt electric car. Retrieved from http://epautos.com/forum/archive/index.php/t-11067.html SS Peters, E. (2010, October 11). 2011 ford fusion hybrid.Retrieved from http://epautos.com/2010/10/11/2011-ford-fusion-hybrid/ Plunkett Research Ltd. (2011, September 30). automobileindustryintroduction.!Retrieved October 11, 2010,from Plunkett Research Online database. Prius 11; awards and press. (2011). Retrieved fromhttp://www.toyota.com/prius-hybrid/awards.html Prius brochure. (2011). Retrieved fromhttp://www.toyota.com/prius- hybrid/ebrochure.html Prius history. (2008, December 07). Retrieved fromhttp://john1701a.com/prius/prius-history.htm Pros and cons of e-rev like the Chevy volt (extended rangeelectric vehicles). (2008, December 5). Retrieved fromhttp://hybridreview.blogspot.com/2008/12/pros-and-cons-of-e-rev-like-chevy-volt.html Rechtin, M. R. (1998, July 20). U.S. to get Prius hybrid in2000. Retrieved from http://www.lexisnexis.com/hottopics/lnacademic/?verb=sf&sfi=AC01NBSimplSrch Riswick, J. (2011). 2011 Chevrolet volt road test . Retrievedfrom http://www.edmunds.com/chevrolet/volt /2011/road-test.html Taylor III, A. (2010, February 17). Nissan Leaf hopes toleapfrog the hybrids .CNNMoney . Retrieved October12, 2011, from http://money.cnn.com/ 2010/02/16/autos/nissan_leaf_ghosn.fortune Toyota Prius. (2011). GMAC advertising spending 2011, ByMonth. Retrieved from the AdSpender database. Treece, J. B. T. (1997, October 20). Toyota to test hybridmarket in Japan with $17,900 Prius. Retrieved from http://www.lexisnexis.com/hottopics /lnacademic/?verb=sf&sfi=AC01NBSimplSrch Used ford fusion pros vs cons. (2010, August 12). Retrievedfrom http://www.autotropolis.com/usedcar-buyingguide/ford/used-ford-fusion-pros-vs-cons.html Valdes-Dapena, P. (2011, September 30). Hybrid car sales:lots of options, few takers. Retrieved from http://money.cnn.com/2011/09/30/autos/hybrid_car _sales/index.htm Wagner, R. (2011). History of the Hyundai Sonata. Retrievedfrom http://www.ehow.com/facts_4969383_history-hyundai-sonata.html S4 Welsh, J. (2009, August 1). Car compare: 2010s Toyota Priusvs. Honda Insight. Wall Street Journal, N/A. RetrievedOctober 12, 2011, fromhttp://online.wsj.com/article/SB10001424 Yr. 2010; the illustrated history of Toyota Prius:2010. (2010,January). Retrieved from http://www.toyotapriusprojects.com/ SS APPENDIXAppenuix A:1 S6 Appenuix A:2 S7 Appenuix B S8 !!!!!!!!!!!!!!!!NERL Hybrid Density Map !!!!!!!!!!!Appenuix B Appenuix E Appenuix C S9 ()*+!!,-")./!/*(0.1-!234!!!!AppenuixB 4u !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Appenuix E 41 !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Appenuix F 42 !!!!Appenuixu 4S !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! AppenuixB 44