Positioning Strategy for Toyota Corolla

Running Head: POSITIONING STRATEGY
POSITIONING STRATEGY
Name of the Student
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Author Note

1Purpose of the study:POSITIONING STRATEGY
Purpose of the study:
The objective of this study is to prepare a positioning strategy for a new model of Toyota
car named as Toyota Corolla. In order to fulfill, its objective, this study attempts to throw lights
on the targeted customers their needs marketing as well as promotional strategies, product
differentiation, channel differentiation, image differentiations and also the reliability issues with
the Toyota Corolla.
About the company:
Toyota is a multinational company which is the manufacturer of automobiles. The
company is based on the country of Japan. The high level of revenue earned by Toyota high has
made it the sixth largest company in the entire world. This rank has been determined by
depending on the revenue earned by the company in the year 2018 (Toyota, 2019). The new
product that the company is going to launch is Toyota Corolla. The company claims that it is the
most fuel efficient car that the company has manufactured till now (Toyota Motor Corporation
Official Global Website, 2019).
Product: New fuel efficient model of Toyota car-Toyota Corolla
Target market:
Targeted customers of Toyota Corolla are the car users of middle income group and also the
environmentally conscious people, like office goers, college students and businessmen (Toyota,
2019).

2Purpose of the study:POSITIONING STRATEGY
Brand optimization opportunities:
The term ‘brand optimization’ refers to the process of creating brand identity in such a way that,
the design related to the brand can be recognized easily. Brand optimization also refers to the
creation of unique value of the brand which made the targeted customers realize that the product
manufactured by the brand is beneficial to them. Toyota Corolla can attain a successful brand
optimization by following four vital steps:
Attention:
Toyota should attempt to generate more attention though online as well as electronic adds,
posters as well as banners and newspaper advertisements, that the company has attempted to
manufacture a fuel efficient car-Toyota Corolla. The capability of Corolla to save fuel is more
than that of the competitors, like-FORD, Volkswagen, Hyundai. Such as-Toyota Corolla
consumes 30 miles per gallon in the city and 42 miles per gallon on the highways (Corolla,
2019).
Interest:
The interest of the customers should be evoked by highlighting other electronic safety as well as
entertainment features of the cars which are easily understandable by the customers (Adina, C.,
Gabriela, & Roxana-Denisa, 2015).