SCHOOL OF BUSINESS AND MANAGEMENT

MBB 3213 PRINCIPLES OF MARKETING

Individual Assignment (20%)

Title: Hybrid Car Market Analysis and Promotional Strategy

NAME Donnovan Sibius

STUDENT ID BBA24020047

LECTURER MISS NGIAN EK TEE

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1.0 Introduction

The hybrid car was first introduced by Toyota in October 1997 back in Japan with its first-ever
hybrid car produced, The Toyota Prius. The Toyota Prius has been an inspiration for many existing
hybrid cars nowadays and will continue to inspire more in the future. The Prius represents a
successful story in the hybrid vehicles industry. Taking that into account, our company has come
up with a new hybrid car to be launched on the market following the success of the Toyota Prius.

2.0 Key features

1. Parallel Hybrid System

 Utilizes a combination of a gasoline engine and an electric motor for optimal fuel
efficiency.
2. Advanced Driver-Assistance System (ADAS)
 Utilizes the use of sensors, and radar to monitor the car’s surroundings and aid.
Some of ADAS features also include adaptive cruise control which was designed
to help road vehicles maintain a safe following distance and stay within the speed
limit. Equipped with semi-autonomous features the vehicle now can control some
of the main functions involved in driving, such as lane assist and cruise control by
utilizing the throttle and brake, but the main control of the vehicle remains with the
driver.
3. Environmentally Friendly
 In comparison to conventional combustion engine vehicles, hybrid vehicles
produce less harmful emissions by supplying additional electrical power to fuel
sources.

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3.0 Discussion

Between 2005 and 2007, Prius increased in the number of vehicles sold every year but
declined until the year 2011. The Prius was sold at most in 2013 due to its high demand in the
USA. After the year 2013, Prius started to decline every year due to the presence of many
competitors in the market.

3.1 Adoptions of Hybrid Car (Toyota Prius) In the Market

As the issue of global warming has increased over the years, the government and non-
government organizations have been working together to raise awareness among society about the
issue. Many organizations have concluded that using hybrid cars at that time is one of the ways to
fight rising global warming. Not only that but due to its convenient technology that is cost savings
and fuel efficiency, people started buying more hybrid cars. At the same time, due to cultural
influences toward obtaining more sustainability in the future, people are willing to shift from
normal gasoline-fueled cars to hybrid cars such as the Toyota Prius.

3.2 The Malaysian Government's Regulations Toward the Market of Hybrid Cars in
Malaysia

The Malaysian government has imposed a tax on all vehicles in Malaysia except electric
vehicles. Due to this, the pricing of hybrid cars has been significantly affected. Even so, the
Malaysian government has introduced various tax exemptions for hybrid cars to promote more

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hybrid cars in Malaysia than casual-fueled cars. Therefore, making it a more affordable vehicle in
Malaysia.

3.3 Promotional Method for Hybrid Cars

When the Toyota Prius’ was first introduced, The Toyota company resorted to various
methods to promote their new product. One of the most successful methods that they used was
promotions by using magazines and TV. According to MBA Knowledge Base (2021), Toyota spent
over 40 million dollars for that promotion causing Prius sales to increase by 120 percent and
manage to reach 28000 units in 2004. After the success of the Prius’ promotional method, Toyota
decided to enlarge its market by inventing a more advanced Prius. The new Prius is equipped with
more advanced technology like the Advanced Pre-Crash Safety System that was installed in The
Prius Plus 2012 where the system employs a millimeter wave radar sensor to scan the road ahead,
recognize potentially dangerous objects, and assist the driver in reducing the risk of colliding.

3.4 Advertising Method

Resorting to the right advertising method can lead to huge success no matter how big your
company currently is. Therefore, advertising methods like online advertising will be the best option
available. This is because there are more than 5 billion users on the internet scrolling and waiting
for your content to reach them. Not only that, but online advertising helps your company to get
better exposure. Exposure is crucial for starting companies so that they get to build brand
awareness and attract more customers. After a few years, creating new products is important to
keep up with the trends and to keep up with the demands of customers. Finally, mall display
marketing strategies are beneficial both for the company as well as potential customers as they’re
able to test the car personally before planning to buy it.

4.0 Conclusion

Hybrid cars should be advancing towards sustainability by taking the Toyota Prius as
inspiration and understanding the best marketing approach. To keep up with human evolution in
technology we shall not abandon our responsibility to the environment and its preservation,
ensuring that our vehicles remain at the forefront of eco-friendly mobility solutions.

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Reference List

1. CarFigures. (2024, January 3). 2024 Toyota Prius Family sales figures.
https://carfigures.com/us-market-brand/toyota/prius-family
2. Toyota Europe. (2019, March 7). Homepage. Prius+ 2012 DPL: High technology
equipment. https://newsroom.toyota.eu/2019-prius-2012-dpl-high-technology-equipment/
3. Francis, A. (2015, January 29). Case Study: Toyota Prius Marketing Strategies - MBA
Knowledge Base. MBA Knowledge Base. https://www.mbaknol.com/management-case-
studies/case-study-toyota-prius-marketing-strategies/
4. Admin. (2023, August 21). Driving forward: Toyota’s impactful marketing strategies in
the automotive industry. World Brand Affairs. https://worldbrandaffairs.com/driving-
forward-toyotas-impactful-marketing-strategies-in-the-automotive-industry/