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How is Scion addressing its Target Market with regard to Positioning and the Product itself?

Essay specific features

 

Issue:

Business

 

Written by:

Carla Y

 

Date added:

October 13, 2016

 

Level:

University

 

Grade:

A

 

No of pages / words:

12 / 3282

 

Was viewed:

8680 times

 

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Essay content:

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...
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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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General issues of this essay:
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