StrengthsGood brand recognition ToyotaToyota holds the second position in Australia as a car manufacturer with a market share of approximately 20%. Prius is the world's first mass-produced petrol-electric hybrid vehicle. Toyota is a strong brand with a high-quality and reliable image. Advanced technology with many technical features Toyota Prius is built with new technology with an energy-efficient design. The hybrid engine is environmentally friendly by combining the power of an electric motor with that of a petrol engine and consequently reducing consumption and the quantity of polluting substances. The new model offers good autonomy, space and performance with a wide range of high-tech options. Also, as a statement of quality, the company offers 8 years of warranty for the battery. Good fuel economyIn recent years the price of gasoline has become even higher. Hybrid cars allow customers to save money at low rpm when the car uses the electric motor. It is the perfect solution for urban drivers. Social Responsibility Prius helps save the environment by emitting fewer pollutants and is seen as the first eco-friendly car on the market. Low competition Toyota Prius is the first hybrid car marketed in Australia and has only one competitor in its sector. Weak points Price still high The new technology used by the Prius is still expensive due to low production and consequently the price of this hybrid car is still too high (from 37,000 dollars) and less competitive compared to other cars in its category. Furthermore, Pius has a questionable cost/performance ratio compared to other cars in its category and some consumers may choose the old reliable petrol engine car or even the diesel ov...... middle of paper...... and benefits owners of hybrid vehicles have from the innovative look of the engine and the fashion statement it represents. So, while advertising should focus on rational aspects related to the environment and social responsibility, advertising must be created around emotional factors.AdvantagesThe strategy of increasing the communication mix to create greater awareness of the new product and its brand is a good way to increase sales because it ensures that the consumer always keeps the campaign messages in mind, creating high involvement and conviction in purchasing. Furthermore, the company could take full advantage of the first mover in the market, making customers loyal to the brand. Disadvantages On the other hand, increasing the communication mix requires a very high budget to maintain the high profile of the marketing strategy.