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Marketing and Economy Car

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Marshall Crawford & Rob Donaldson
MKT 313—Dr. Mothersbaugh
Case Analysis 3-7

1. Develop a questionnaire to assess the perceived position of the Yaris on the two dimensions of the perceptual map. Have 5 participants from Yaris’s target age group complete the survey and plot their location on the map. Repeat this with 5 participants in the 45-to 65-year-old age group.

18-34

1. Dull_________*___________Exciting Economy*______________________Luxury -5 -4 -3 -2 -1 0 1 2 3 4 5 -5 -4 -3 -2 -1 0 1 2 3 4 5

2. Dull___________*_________Exciting Economy*______________________Luxury -5 -4 -3 -2 -1 0 1 2 3 4 5 -5 -4 -3 -2 -1 0 1 2 …show more content…

Detail all the elements of learning, attitude change, and so forth that you would use.

The results from our small survey revealed to us that the younger age group viewed to Toyota Yaris as a dull economy car and not an exciting economy car, we felt that Toyota should change their marketing strategy and tailor it more to the youth. One idea we had to make to Yaris seem more exciting to the 18 to 34 age group was to change the name from Yaris to something that conveys something more exciting. Toyota’s idea to give the car a “cheeky, irreverent, mischievous” personality does somewhat convey a feeling of excitement but the name Yaris doesn’t seem to convey this personality to a level that actually excites the younger age group. After talking to some of the people we surveyed, we came to the conclusion they needed to make the name seem like something you could zip around in or take on an adventure. The name Yaris sounds drawn out and sounds like someone yawning when they you say it, so we felt that a name that would better suit the car would be something short that relates to something quick like the Toyota “Zip” or “Flip.”

4. Examine all the web activities that Yaris is engaged in. Do you think that Yaris is doing a good job of leveraging these tools toward the company’s younger audience and toward its desired position? Explain.

After visiting the Yaris’ page on Toyota’s website and viewing some of Yaris’ commercials we felt

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