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The Scion Phenomenon

Presenters: Laura Norton & Rachel Pinson. The Scion Phenomenon. 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.

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The Scion Phenomenon

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  1. Presenters: Laura Norton & Rachel Pinson The Scion Phenomenon

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

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

  4. 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

  5. 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.

  6. 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

  7. 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

  8. 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

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

  10. Thank you

  11. References • http://www.forbes.com/2007/06/25/toyota-scion-beetle-oped-cz_jf_0. • http://www.aiga.org/content.cfm/case-study-scion-xb-campaign-by-attik • http://www.youtube.com

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