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Blue Ocean Strategy Case Study

Case Title:

Promoting Prius in US

Publication Year : 2004

Authors: Bala Kiran, Christoph Zacharias

Industry: Automobiles


Case Code: BOS0001

Teaching Note: Available

Structured Assignment: Available

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Oil-burning cars were becoming increasingly unacceptable in the US, given the tough environmental regulations prevailing there. Consequently, the US was expected to be the biggest market for hybrid vehicles, even bigger than the Japanese hybrid market by 2004. Prius (pronounced 'pree- us'), Toyota's hybrid car, which appeared for the first time in 1997, hit the US market in 2000. By October 2003, Toyota had sold 50,000 of these cars in the US. Meanwhile in 2003, the Prius second generation appeared in the US. Toyota sought to further polish its image of engineering competence by advertising its Prius to a wide range of buyers.

Pedagogical Objectives:

  • To discuss Toyota's promotional strategy in the US for its Prius hybrid car

Keywords : Toyota; Pruis; Hybrid cars; Saatchi and Saatchi; Market Entry Strategies Case Study; Oasis; Strategic integration capability; Civic Hybrid; Corporate campaign; Creativity; Dentsu; Honda Insight; Promotional strategy; Environment; Philanthropic activities; Toyota Way

Contents : 
Promotional Strategy of Prius
Television Advertisements
Print Advertisements
Sales Promotion
Outdoor and Interactive Advertising
Celebrity Endorsement
Corporate Communication
Prius: U.S Government Support

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