THE SCION PHENOMENON

Presenters:Laura Norton & Rachel Pinson

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

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 controlside curtain airbags iPod adapter Stability and traction control

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.

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

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

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

Marketing Results The website is no longer operational It is too early to tell how the redesign

with fair with buyers

Thank you

References http://www.forbes.com/2007/06/25/toyot

a-scion-beetle-oped-cz_jf_0.

http://www.aiga.org/content.cfm/case-study-scion-xb-campaign-by-attik

http://www.youtube.com