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How is Scion addressing its Target Market with regard to Positioning and the Product itself?
Positioning is the act of designing Scion's offering and image, to occupy a distinctive place in the minds of Generation Y Consumers, whom are the Target Market. (Kotler, Keller, 2006, p. 310)
The people in Scion's Target Demographic, the 17% of Generation Y whom Marketers consider to be Trendsetters, tend to be all too aware of the car company's attempts to market to them. Even before Scion's cars were actually on the street, Scion was publicly hinting about how it was going to be the first car company to capture this elusive group of consumers, which are described as "early 20s, male, ethnic."
What may seem counterintuitive is that many in this group do not seem to mind. They go to Scion promotions because the events are usually free and feature artists and musicians they like. If a Scion logo just happens to be printed on a flier, so be it.
By Positioning Music and Art......
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Title: How Is Scion Addressing Its Target Market With Regard To Positioning And The Product Itself?
Approximate Word Count: 3366
Approximate Pages: 14 (250 words per double-spaced page)
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