If your answer to Question 2 is no for the younger audience, develop a marketing strategy that would reposition the Yaris effectively. Detail all the elements of learning, attitude change, and so forth that you would use.

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.