From the perceptual map, explain why Yaris wants to be an exciting economy car. According to your results in question 1, has Yaris achieved its objective of achieving that position? Does it depend on the age group? Discuss.

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.