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Essay Details:
Essay text:
Even before Scion's 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...
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Common topics in this essay:
- Product, positioning, segmentation
- AE target market
- Discuss the role of product positioning in consumer buying decision process and whether consumer involvement impacts on the role of product positioning in the decision process
- How is Scion addressing its Target Market with regard to Positioning and the Product itself?
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