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Positioning of a "green" technology

Date of publication: March 1, 2004

Catalogue: ESOMAR Conference on Automotive Marketing 2004

Company: Basis-Kontakt GmbH & Co. KG

Authors: Stephan Thun, Gunther De Jonghe

Abstract:

This paper describes the threats and opportunities in marketing a 'green' propulsion technology for automotive manufacturers in Europe. The paper highlights how research steps helped Toyota identify the needs and opportunities for a significantly different positioning of its new Prius (model 2004) in comparison to its predecessor. The paper demonstrates how Toyota positions the new Prius in a beneficial way for the brand and more relevant to European customers.

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