| “Join the Evolution” - a basis of Scion’s | | | | limited edition models are pre-packaged with exclusive |
| distinctive mark. Such mark represents Scion’s long | | | | designs however they are produced in limited numbers. |
| term goal to extend great appeal to the Generation Y | | | | The intention of Scion with manufacturing limited |
| or younger buyer consumers. A product of extensive | | | | editions is to create uproar in its product line. Taking |
| marketing research, Scion is a good example of how | | | | advantage to the economic reality where if there is a |
| the economic scale of its parent company?the Toyota | | | | limited supply, the demand will also get higher, |
| Motor Corporation, had undergone consolidation of | | | | Scion’s limited editions quickly sell out. |
| product development. Scion’s marketing plan is first, | | | | From the marketing standpoint, advertisement for |
| to use pure pricing scheme where it allows customer | | | | Scion doesn’t end in internet and commercial ads. |
| to pay for the exact price being advertised. Second, to | | | | Scion has adapted new kind of marketing strategy |
| focus on internet advertisements since primarily, it | | | | using guerilla marketing. This type of marketing is like |
| caters younger consumers where the use of internet | | | | hitting two birds with one stone for Scion. Come with |
| is stable. And lastly, to have huge selection of trim | | | | low budget, guerilla marketing is the use of poster and |
| packages and aftermarket Scion parts for all its | | | | ads in movie theaters and televisions showcasing the |
| models. | | | | loud and aggressive styles and performance of each |
| The trim levels offered by Scion are the Camry grade, | | | | Scion parts. With the extreme styles and designs of |
| LE, SE, and XLE where each has different set of | | | | Scion models and with its type of marketing, it had |
| consumer type. Camry for example, caters for the | | | | extended significant mark-up in terms of its popularity |
| type of consumer who is budget conscious. This is in | | | | and of course, sales. |
| contrast with the XLE which is for those who always | | | | There are many websites that can be accessed to |
| look for luxury. Scion designed each entry trim level | | | | know more about the Scion brand. These sites are |
| with monospec standard. However, this standard also | | | | especially made for Scion, featuring what’s the |
| encourages easy modification or customization. This | | | | latest trend and hottest news about it. In these sites, |
| explains the wide availability of performance upgrade | | | | OEM Scion parts and accessories are also being |
| Scion parts in the auto market. There are also limited | | | | introduced. |
| edition entries aside from the main entry levels. This | | | | |