Q4. Read the case and then answer the questions that follow. For each situation, choose the best option from a. b.cord and give reasons for your choice. LOSALS On the Job PLANNING Crocs COMMUNICATING AT TOYOTA SCION NEW THING FOR A NEW GENERATION OF CARBODIES we wy . hem why wedge Nepal is the med States home that the Top w so held - 2 The www en wand w them with before mange the Japan and under only On the Job SOLVING COMMUNICATION DES AF TOROLA SCON Selon SOVING COMMUNICATION DES AT TORO SCION 4 of 4 Www home mad - Societies 4. op lanet mert egyes - what w 1 2. W the - -- - , a taley -lantatar talkery Code sam views al they ) phone - alers - here the * beyond the camery . - aalalam - - AA . 4. . 1 "Se a - - 1 what wa - 61 On the Job PLANNING REPORTS LPRoPosnes COMMUNICATING AT TOYOTA SCION NEW THINKING FOR A NEW GENERATION OF CAR BUYERS If you're in your early twenties which is the aggressively and in the market for your first boxy 8 model. Research dis new car, are you likely to rush CONOM. DAN COMIAL PUR P. coveries also shaped virtually out and buy the same car your every aspect of Toyota's com parents drive? You know that nunication efforts. The com sensible, conventional car such pany downplays the "Toyota" as the Toyota they drive to the name and shuns traditional grocery store and to your little mass-market advertising. In sister's soccer practice? stead it favors small-scale, Toyota's Brian Bolain neighborhood-centered pro- knows you probably won't, motions that allow trendset- and he knows this because soul lor real ters to discover the Scion the company has already product line and share their tried selling these cars to your discovery with other young generation with conventional adults. One such promotion is advertising messages. Over to put posters near popular the past few decades, Toyota hangouts, bearing phrases grew to a position of promi. such as "Ban Normality and nence in the United States by "No Clone Zone." As part of offering your parents refresh Every detail in the launch of Toyotolew Scion brand the quest to reach younger ing alternatives to the cars from the shape of the cand to the real promotion buyers, Toyota even started a that their parents drove. learch and was shared internally through a writy of music label, Scion A/, to help To continue that cycle of business reports promote such groups as the success with your genera- DAKAH hip-hop orchestra tion, Bolain and his colleagues faced the challenge from Los Angeles and to work with a variety of DJs in of crafting unconventional products and messages cities around the country whose Sclon-sponsored con that appeal to today's young adults. Their solution corts in turn present Scion as a cutting-edge brand for a started with research, research, and more research. new generation And that research took an unconventional Within the Toyota organization, another layer of approach-for example, hiring 50 young Cali. communication takes place that is invisible to customers fornians to record video diaries with their friends. but just as crucial to Scion's success. Virtually everything The company even went so far as to learn how core from the idon of a new car brand to the details of acces groups of trendsetters discover new ideas and sories, pricing, ad dealership plans is communicated products before helping to spread them through via reports. Some of these documents convey informa the larger population. The research yielded a wide tion, some provide analysis, and some try to shape the range of insights, including the emergence of course of Scion's future through persuasive proposals. Japan as a new center of cool and the realization No matter what the communication challenge, though not only that young adults strongly resist being sold Toyota's commitment to understanding its audiences to but also that they put a high priority on individu and adapting compelling messages for them and the alism, self-expression, and authenticity success that results from those altorts-offers a clear The research results velped Toyota create a new lesson for all business convictos. line of cars called Scion, the most unconventional of On the Job 6 SOLVING COMMUNICATION DREMMAS AT TOYOTA SCION You used to work at a marketing research firm that did buyers is around 30. Buyers as old as 60 or more a several projects for Brian Bolain and his colleagues at intrigued by the brand's unique look and welcom Schon. Bolain was impressed not only with your research blend of low cost and high quality. Eager customer skills but also with your ability to cominunicate complex aren't a problem, of course, but you believe Toyot ideas to a variety of audiences. He invited you to join cloes need to decide whether to keep promotin the Scion team as a market analyst, and you jumped at Scion as a young person's brand or go with th the chance. Now you have the opportunity to apply flow and promote it as something else. You're pla your research and writing skills to the intriguing chal ning an analytical report that will recomend th lenges of marketing cars. clirection the twane should take in the coming year 1. As far as problems go, this isn't a bad one to have based on whatever ellectilese okler buyers are la you suppose. Anser all the ullort to poiola Scion as ing on public ruptions of the land-lany. Whic youth-oriented brand, the average age of Scion of the following the best way to phrase a staterner 68 of purporn los tuis nuntiunt, in light of the w. iny number of less-than-youthlul Scion custome? a. lo explore the day london to Sclou's youth appeal and to figure out way to make the brand Conication less appealing toollar yar b. The very meaning of the Schon brand is ning undermined; il young consumers see their parents and grandparents driving Scions, won't they alon. don the brand? c. To explore the ellect that puchoses by older com sumers are having on perceptions in the Scion brand and to recommend change in brand strat d. lo explore the elect that puchane by older con- sumers are having on the Scion brand. youth ban those who had the core--55 orant of the payile sunyeu-liked them for their styling cuality, anule Consumers who liked Scion the most tandled to be aware that loyota brand name, not a new EA EA. . Ammall butentially disturbing percentage of people in the 18-29 min up reported balnu turn off buy Ston's attempt to make the car in youth brand. Some 15 percent say that ndvertising landatising." And what Scions congen't any hilarant. Erol on the rulings, you've clecided to reconn. mund to lolninth Scion and its marketin alforts beyond youryjer consumers mid to hollut, rather than the sociation with Toyota You'll recommend man to lolninn d. lo explore the elect that purchases by older con sumers are having on the Scion brand 2. Being "youthlul brand doesn't mean that Scion necessarily needs to locus is promotional communi cation solely on young consumer, Lots of older con sumers enjoy products and activities that many ml consider meant for the young, from Houlay-Davidson motorcycles to adventure travel packages. However, if Scion cars really do have bronc appenlncions gon: erational boundaries, Toyota could bn Imling iisall by focusing so much on young buyers (such as hy sponsoring music festivals that attract primarily younger people). Before you can decide if the strale egy should change, you need to know what U.S. con sumers think about the brand. Which of the following would be the best method for collecting such dato? a. Conduct a telephone survey of a carefully selected sample of U.S. residents. b. Interview a dozen or so experts in consumer psy. chology to see what they think about Scion's youth appeal: they're likely to know niuch more about how consumers respond to brands than con sumers themselves. c. Thousands of people already visit the Scion web. site every month, why not just take advantage of that for data collection? Have the web design team add a few survey questions to the homepage. To ensure a high response rate, implement the chango in such a way that site visitors need to answer the questions belore they're allowed to access the car descriptions and other online content. d. Scion dealers already talk to consumers all clay long. Simply ask the sales representatives to collect the data from consumers who visit the dealerships. 3. Your research uncovered a few surprising issues: Consumer awnieness of the Scion has spread far beyond the core audience of young adults; a sit. able percentage of people in every age bracket know about the cars. Many of the consumers ayed 30 and above didn't find out about Scion from Scion's own communi. cation activities. In lact, many people report hearing about the cars lom their childkan and grandchildren. Roughly hall of the consumers 40 and or weren't aware thal Scion was being promoted as a beyond your por consumers and to buy halliyht, rather than Nld, the Association with Toyota You'll recommend that, bungad an all the lining in the research, Scion could be even more successful with a wide range of con. mers, as long as it's pred as a fun, res sensible alternative to high-priced SUVs and other cars, You're confident in your analysis, but you know that adopting your recommendation would rare An normous change in Scion's stray Which of the following ory lanteil structures is the best choice for your reports a. Use the 22-4 wyruch, cleling up the roa. sons uncovered in the resenich to show that a bronder marketing strategy would increase sales. b. Use the yardstick roachevaluating five market segments Inges 20-29, 30-39, 40-49, 50-59. and 10-601 using the criteria of household Income, attitude toward the Toyota brand name, and near-term purchase plans for new cars, c. Focus on the conclusion first, then list the research results in an appendix. Bolain is a busy lallow and might not have the time to wada ilough all your data d. Slow your creativity by skolching out several ads that communicate the new marketing strategy you have in mind. Instead of laboring over a report, simply lisplay the mockup ads in your ollice and Iiwite Blain to conten them. 4. Your survey also include the following open-ended Question: "il you could evince Scion to create any vohicle, what sort ol velviele would that ba?" You wote anned to me that may hall of the prople surveyod said they'd like to see a Scion pw.kup. Not a lire breathing monster designed to haul lumber and gravel to constructii siles, but a biky little mico pickup that could lead to carry camping equip mert, Licycles, golf clubs, and other recreational goat The more you think about it, the more you like the kien, too. How would you organize a proposal to Bolain and the rest of the Scon manament team, encering them to create the micro pickup? You'll submit this locument aparately from your research rept, sincy no one asked you to propose new prod. ut idees. a. A boring report won't got you anywhere. Instead, Create a full-size mockup of the micro-pickup, showiny Dolain and the other managers the basic . 4 continued size and shape of the model. Once they se it, they'll surely yol uscited about it b. Use Juect prin fact, your fust leathing in the report should be: Scion Should make a Micro-Pickup." c. Use an indirect approach, first discussing the research that covered the idea of the much- pickup. then emplaining how such a vehiclo would tectly in Scion family fad with a fairly detailed description of the pickup and ask the management team to explore the possibility ol making it. d. Use an indirect approach, first discussing the research that covers the cloa ol the micro. lekus, then online such a velice would lit perfectly in the Scion family. Knowing that top managers don't like to be told what to conclude when faced with a decision, leave the product description intentionally value and don't try to real them to move forward with you let the closite what the vehicle she like they'll luelagat sense of work of the hon and will thereure support the decision VCHI MORG 67 Q4. Read the case and then answer the questions that follow. For each situation, choose the best option from a. b.cord and give reasons for your choice. LOSALS On the Job PLANNING Crocs COMMUNICATING AT TOYOTA SCION NEW THING FOR A NEW GENERATION OF CARBODIES we wy . hem why wedge Nepal is the med States home that the Top w so held - 2 The www en wand w them with before mange the Japan and under only On the Job SOLVING COMMUNICATION DES AF TOROLA SCON Selon SOVING COMMUNICATION DES AT TORO SCION 4 of 4 Www home mad - Societies 4. op lanet mert egyes - what w 1 2. W the - -- - , a taley -lantatar talkery Code sam views al they ) phone - alers - here the * beyond the camery . - aalalam - - AA . 4. . 1 "Se a - - 1 what wa - 61 On the Job PLANNING REPORTS LPRoPosnes COMMUNICATING AT TOYOTA SCION NEW THINKING FOR A NEW GENERATION OF CAR BUYERS If you're in your early twenties which is the aggressively and in the market for your first boxy 8 model. Research dis new car, are you likely to rush CONOM. DAN COMIAL PUR P. coveries also shaped virtually out and buy the same car your every aspect of Toyota's com parents drive? You know that nunication efforts. The com sensible, conventional car such pany downplays the "Toyota" as the Toyota they drive to the name and shuns traditional grocery store and to your little mass-market advertising. In sister's soccer practice? stead it favors small-scale, Toyota's Brian Bolain neighborhood-centered pro- knows you probably won't, motions that allow trendset- and he knows this because soul lor real ters to discover the Scion the company has already product line and share their tried selling these cars to your discovery with other young generation with conventional adults. One such promotion is advertising messages. Over to put posters near popular the past few decades, Toyota hangouts, bearing phrases grew to a position of promi. such as "Ban Normality and nence in the United States by "No Clone Zone." As part of offering your parents refresh Every detail in the launch of Toyotolew Scion brand the quest to reach younger ing alternatives to the cars from the shape of the cand to the real promotion buyers, Toyota even started a that their parents drove. learch and was shared internally through a writy of music label, Scion A/, to help To continue that cycle of business reports promote such groups as the success with your genera- DAKAH hip-hop orchestra tion, Bolain and his colleagues faced the challenge from Los Angeles and to work with a variety of DJs in of crafting unconventional products and messages cities around the country whose Sclon-sponsored con that appeal to today's young adults. Their solution corts in turn present Scion as a cutting-edge brand for a started with research, research, and more research. new generation And that research took an unconventional Within the Toyota organization, another layer of approach-for example, hiring 50 young Cali. communication takes place that is invisible to customers fornians to record video diaries with their friends. but just as crucial to Scion's success. Virtually everything The company even went so far as to learn how core from the idon of a new car brand to the details of acces groups of trendsetters discover new ideas and sories, pricing, ad dealership plans is communicated products before helping to spread them through via reports. Some of these documents convey informa the larger population. The research yielded a wide tion, some provide analysis, and some try to shape the range of insights, including the emergence of course of Scion's future through persuasive proposals. Japan as a new center of cool and the realization No matter what the communication challenge, though not only that young adults strongly resist being sold Toyota's commitment to understanding its audiences to but also that they put a high priority on individu and adapting compelling messages for them and the alism, self-expression, and authenticity success that results from those altorts-offers a clear The research results velped Toyota create a new lesson for all business convictos. line of cars called Scion, the most unconventional of On the Job 6 SOLVING COMMUNICATION DREMMAS AT TOYOTA SCION You used to work at a marketing research firm that did buyers is around 30. Buyers as old as 60 or more a several projects for Brian Bolain and his colleagues at intrigued by the brand's unique look and welcom Schon. Bolain was impressed not only with your research blend of low cost and high quality. Eager customer skills but also with your ability to cominunicate complex aren't a problem, of course, but you believe Toyot ideas to a variety of audiences. He invited you to join cloes need to decide whether to keep promotin the Scion team as a market analyst, and you jumped at Scion as a young person's brand or go with th the chance. Now you have the opportunity to apply flow and promote it as something else. You're pla your research and writing skills to the intriguing chal ning an analytical report that will recomend th lenges of marketing cars. clirection the twane should take in the coming year 1. As far as problems go, this isn't a bad one to have based on whatever ellectilese okler buyers are la you suppose. Anser all the ullort to poiola Scion as ing on public ruptions of the land-lany. Whic youth-oriented brand, the average age of Scion of the following the best way to phrase a staterner 68 of purporn los tuis nuntiunt, in light of the w. iny number of less-than-youthlul Scion custome? a. lo explore the day london to Sclou's youth appeal and to figure out way to make the brand Conication less appealing toollar yar b. The very meaning of the Schon brand is ning undermined; il young consumers see their parents and grandparents driving Scions, won't they alon. don the brand? c. To explore the ellect that puchoses by older com sumers are having on perceptions in the Scion brand and to recommend change in brand strat d. lo explore the elect that puchane by older con- sumers are having on the Scion brand. youth ban those who had the core--55 orant of the payile sunyeu-liked them for their styling cuality, anule Consumers who liked Scion the most tandled to be aware that loyota brand name, not a new EA EA. . Ammall butentially disturbing percentage of people in the 18-29 min up reported balnu turn off buy Ston's attempt to make the car in youth brand. Some 15 percent say that ndvertising landatising." And what Scions congen't any hilarant. Erol on the rulings, you've clecided to reconn. mund to lolninth Scion and its marketin alforts beyond youryjer consumers mid to hollut, rather than the sociation with Toyota You'll recommend man to lolninn d. lo explore the elect that purchases by older con sumers are having on the Scion brand 2. Being "youthlul brand doesn't mean that Scion necessarily needs to locus is promotional communi cation solely on young consumer, Lots of older con sumers enjoy products and activities that many ml consider meant for the young, from Houlay-Davidson motorcycles to adventure travel packages. However, if Scion cars really do have bronc appenlncions gon: erational boundaries, Toyota could bn Imling iisall by focusing so much on young buyers (such as hy sponsoring music festivals that attract primarily younger people). Before you can decide if the strale egy should change, you need to know what U.S. con sumers think about the brand. Which of the following would be the best method for collecting such dato? a. Conduct a telephone survey of a carefully selected sample of U.S. residents. b. Interview a dozen or so experts in consumer psy. chology to see what they think about Scion's youth appeal: they're likely to know niuch more about how consumers respond to brands than con sumers themselves. c. Thousands of people already visit the Scion web. site every month, why not just take advantage of that for data collection? Have the web design team add a few survey questions to the homepage. To ensure a high response rate, implement the chango in such a way that site visitors need to answer the questions belore they're allowed to access the car descriptions and other online content. d. Scion dealers already talk to consumers all clay long. Simply ask the sales representatives to collect the data from consumers who visit the dealerships. 3. Your research uncovered a few surprising issues: Consumer awnieness of the Scion has spread far beyond the core audience of young adults; a sit. able percentage of people in every age bracket know about the cars. Many of the consumers ayed 30 and above didn't find out about Scion from Scion's own communi. cation activities. In lact, many people report hearing about the cars lom their childkan and grandchildren. Roughly hall of the consumers 40 and or weren't aware thal Scion was being promoted as a beyond your por consumers and to buy halliyht, rather than Nld, the Association with Toyota You'll recommend that, bungad an all the lining in the research, Scion could be even more successful with a wide range of con. mers, as long as it's pred as a fun, res sensible alternative to high-priced SUVs and other cars, You're confident in your analysis, but you know that adopting your recommendation would rare An normous change in Scion's stray Which of the following ory lanteil structures is the best choice for your reports a. Use the 22-4 wyruch, cleling up the roa. sons uncovered in the resenich to show that a bronder marketing strategy would increase sales. b. Use the yardstick roachevaluating five market segments Inges 20-29, 30-39, 40-49, 50-59. and 10-601 using the criteria of household Income, attitude toward the Toyota brand name, and near-term purchase plans for new cars, c. Focus on the conclusion first, then list the research results in an appendix. Bolain is a busy lallow and might not have the time to wada ilough all your data d. Slow your creativity by skolching out several ads that communicate the new marketing strategy you have in mind. Instead of laboring over a report, simply lisplay the mockup ads in your ollice and Iiwite Blain to conten them. 4. Your survey also include the following open-ended Question: "il you could evince Scion to create any vohicle, what sort ol velviele would that ba?" You wote anned to me that may hall of the prople surveyod said they'd like to see a Scion pw.kup. Not a lire breathing monster designed to haul lumber and gravel to constructii siles, but a biky little mico pickup that could lead to carry camping equip mert, Licycles, golf clubs, and other recreational goat The more you think about it, the more you like the kien, too. How would you organize a proposal to Bolain and the rest of the Scon manament team, encering them to create the micro pickup? You'll submit this locument aparately from your research rept, sincy no one asked you to propose new prod. ut idees. a. A boring report won't got you anywhere. Instead, Create a full-size mockup of the micro-pickup, showiny Dolain and the other managers the basic . 4 continued size and shape of the model. Once they se it, they'll surely yol uscited about it b. Use Juect prin fact, your fust leathing in the report should be: Scion Should make a Micro-Pickup." c. Use an indirect approach, first discussing the research that covered the idea of the much- pickup. then emplaining how such a vehiclo would tectly in Scion family fad with a fairly detailed description of the pickup and ask the management team to explore the possibility ol making it. d. Use an indirect approach, first discussing the research that covers the cloa ol the micro. lekus, then online such a velice would lit perfectly in the Scion family. Knowing that top managers don't like to be told what to conclude when faced with a decision, leave the product description intentionally value and don't try to real them to move forward with you let the closite what the vehicle she like they'll luelagat sense of work of the hon and will thereure support the decision VCHI MORG 67