Some Light Reading - Toyota UK Prius Marketing Plan

Heh, was this even supposed to be publically available?

http://andidas.deviantart.net/projects/aca...rketingPlan.pdf

Demographic -


The consumer is either male or female between 30 and 50 years old (mid-life)..... They are affluent, and well-informed and educated adults, classed in the AB socio-economic segment. Therefore, they are in higher managerial, administrative or professional occupations and of the upper middle class.


They also break down the "Early Adopters" - "Technology Pioneers" and the "Environmentally Friendly"


This is the line I love, marketers are so cooly cynical


"those only 'somewhat concerned' (about the environment) and seeking to express their concern and ease their conscience without causing themselves too much inconvenience"


Their final Demographic category is the "Value Conscious"


"Those who are looking for the ideal combination of high fuel economy and low maintenance cost in the long run at an affordable price"


How can you argue with that?


Lots of interesting stats about what marketers think is inside the heads of Brits in that document. Wouldn't surprise me if it wasn't supposed to be posted.