Develop a questionnaire to assess the perceived position of the Yaris on the two dimensions of the perceptual map. Have 5 participants from Yaris’

target age group complete the survey and plot their location on the map. Repeat this with 5 participants in the 45-65 year-old age group.

Hint: You could use a 5 to 5 scale (See Appendix A for more detail on measuring attitudes and perceptions) with 5 being dull and 5 being exciting, and neutral being 0.

You could then map the scale onto the axis with the extreme points anchoring the ends and the neutral or zero point being the intersection of the two dimensions. You would repeat this for luxury-economy dimension.

Toyota is trying to stake out a position among younger consumers with its Yaris brand. It hopes to attract 30 percent of its market share for the brand from the 18-
to 34-year-old consumer. When it launched the brand several years ago, Toyota made it clear that it wanted to give the brand a personality. More specifi cally, it wanted the car to have a “cheeky, irreverent, mischievous” personality to match the car’s styling. In doing so, Toyota humanized the Yaris:

We wrote a voice for this car, we gave it a personality and we created a world for it to live in. We knew that, rather than just speaking to our audience, the car had to behave as one of them.

In addition, Toyota envisioned an integrated campaign involving traditional TV melded with mobile marketing, Internet marketing, social networking, and so on. New media has been deemed critical to reaching this younger demographic.