TOYOTA PRIUS: Goes Plural

Management Information System (I)

Case-2

Chowdhury, Muhammad Nur -E- Jenan 14-27187-2

Question-01: Why did advertising play such a critical role in the Prius
campaign?

Answer: Every product needs to be introduced among the customers. To

let people know, advertising plays a major role in this 21st century. Every
company goes through this process to create awareness among their
customers.
Now Toyota, one of the biggest cars manufacturing company in the world
used advertising to create awareness about their hybrid car Prius.
Prius is a hybrid car runs both on fuel and electricity, which is new for
the customers as they are already familiar with the conventional fuel-run
vehicles. So it needed a strong marketing drive to convince the customer
about the product.
Now here comes the advertising. With large advertising, Toyota managed
to notify the customers about the product and its usability. As it was a
new kind of product and customers need a bit more persuasion then any
other product. Basically advertising played five very important roles here.

I. Increase the level of interactivity among the company and the

customers.
II. Increase the public knowledge about the product.
III. Attract people through social media to buy the product.
IV. Sharing the thought behind making the product.
V. Building the brand and product image.

Question-2: Why did people find the concept of coming up with a plural
for Prius so engaging?

Answer: When Toyota launched four different variance of their already

running product, Prius, They went for massive marketing campaign to
make sure that people get the idea of the product and its usage.
The idea of coming up with the plural of prius is an interesting one. It
enabled general customer around the world to be associated with the
product. But this idea couldnt be that successful without the help of
social media and online advertising. Due to the larger reach of online
advertising, the plural of prius spread everywhere. Thats why it was
successful.
Question-3: What is the benefit of using interactive adverts, as
demonstrated in the case study?

Answer: Naturally the typical way of advertising was effective until it

serves the purpose. But not everywhere it works perfectly. Toyota prius
campaign for example, a car that runs both on fuel and electronic
battery. It is very new idea for people and launching 4 different versions
of it needed serious persuasion. Now with traditional adverts it is not
possible to express the total traits of a certain product. Thus comes an
online interactive advertisement.
In online adverts it is possible to make an interface where customers can
see and know more about a product. In the Prius advert for example the
cars running on the webpage is way to interact with the customers. Most
importantly the Prius goes Plural campaign where the total project was
done through online adverts and social media gave the customers a
broader chance to know and get acquainted about the product. Some key
points are given below-

Building brand image

Reach a broad number of potential customers
Enhance product knowledge among the customer
Customer involvement can be created and increased
Finally increase the sales of the product itself.