University Report: Positioning Strategy for the Toyota Corolla Model

This report provides a detailed analysis of the positioning strategy for the Toyota Corolla. It begins by outlining the purpose of the study, which is to develop a positioning strategy for the new Toyota Corolla model, focusing on its target customers (middle-income earners and environmentally conscious individuals), their needs (fuel efficiency, environmental safety, and cost savings), and the marketing mix. The report explores brand optimization opportunities, emphasizing attention-grabbing marketing strategies and highlighting the Corolla's fuel efficiency compared to competitors. It delves into marketing and promotional strategies, including press conferences, CSR activities, events, and incentives. The core of the report presents a positioning statement emphasizing the Corolla's ability to meet customer needs. It then differentiates the product by addressing consumer concerns about fuel consumption and environmental impact. Channel and image differentiation are also discussed, highlighting the ease of use and unique features of the Corolla. Performance and reliability are assessed, pointing out the car's fuel efficiency and positive customer service. The report concludes by referencing relevant sources to support its findings.

Running Head: POSITIONING STRATEGY
POSITIONING STRATEGY
Name of the Student
Name of the University
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).

3Purpose of the study:
POSITIONING STRATEGY
Brand building opportunities:
Brand building opportunities depend on the strategies to enhance demand and immediate action
for building brand image like CSR activities and collaboration with other company for
organizing events (Knauth, et al. 2015).
Marketing and promotional strategies for future:
1. This involves
2. Press conference
3. CSR strategies
4. Events, where contests will be played and winners will receive attractive prizes and test
drive.
5. Incentives and gifts for the lucky customers.
6. Benefits or discounts to the existing customers (Lei & Moon, 2015).
Positioning strategy:
A positioning statement:
Toyota Corolla is capable of
Needs of the target customers:
Here the needs of the targeted customers are
1. Fuel efficiency
2. Less expense on fuel
3. Environmental safety

4Purpose of the study:
POSITIONING STRATEGY
Service meets those wants and needs:
Toyota Corolla consumes 30 miles per gallon in the city and 42 miles per gallon on the
highways. Hence, it can be seen that, it is capable of meeting the needs of the customers in terms
of fuel consumption. Again, it can save expense on fuel and it is more environment friendly as
compared to the other cars manufactured by the competitor brands-Ford, Volkswagen (Sweeting,
2013).
Differentiate the product:
For the purpose of differentiating the product-Toyota Corolla, the problem faced by the car users
of middle income group and also the environmentally conscious people, like office goers, college
students and businessmen, should be observed.
Such consumers are worried about the fuel consumptions, fluctuating price of the fuels as well
as environment pollution due to the emission of harmful gases from cars driven by fuels. Toyota
reducing fuel consumption with the reducing carbon emission that also helps to protect the
environment. Toyota Corolla is a fuel-efficient vehicle and also the new models that are
manufactured with the advanced technology of less consumption of fuel. It consumes 30 miles
per gallon in the city and 42 miles per gallon on the highways (Corolla, 2019).
Channel differentiation:
The channel differentiation represents how easy it is to communicate with the company when
ordering additional parts (e.g., service repair, warranties, and more).

5Purpose of the study:
POSITIONING STRATEGY
Image differentiation:
The other feature that makes the Toyota Corolla different from its rivals is its electronic
safety and entertainment features. The users can easily use and understand its features as the
users are friendly with its tech options. Corolla design is based on the minimalist approach that
helps to keep the controls and unnecessary bells and whistles to a minimum. These distinct
identity as well as image in the marketplace, influence to persuade the customer to buy Toyota
Corolla. All these features of the product also make the product stand out from its competitors.
Performance and reliability:
The Corolla cars have undergone and passed emission tests, and is not involved in any kinds of
emission scandal unlike the competitor cars like volkswagen cars. This is indicative of the
reliability of the product. Again, the product consumes 30 miles per gallon in the city and 42
miles per gallon on the highways. This is indicative of the good performance of the new Corolla
cars in terms of fuel consumption. Hence, the core product is reliable and suitable to the
customers due to its excellent performance (Wang, 2015).
Moreover the customer service of the company is appreciable. The company possesses
employees with excellent technical knowledge who are also well mannered. This indicates the
company is capable of providing satisfactory customer services.

6Purpose of the study:
POSITIONING STRATEGY
References
Toyota.com. (2019). Compare Toyota Corolla VS Similar Competitor Vehicles. Retrieved 23
July 2019, from https://www.toyota.com/corolla/compare/summary/
Toyota Motor Corporation Official Global Website. (2019). Company | Toyota Motor
Corporation Official Global Website. Retrieved 23 July 2019, from
https://global.toyota/en/company/
Adina, C., Gabriela, C., & Roxana-Denisa, S. (2015). Country-of-origin effects on perceived
brand positioning. Procedia Economics and Finance, 23, 422-427.
Akpoyomare, O. B., Adeosun, L. P. K., & Ganiyu, R. A. (2013). Approaches for generating and
evaluating product positioning strategy. International Journal of Business Administration,
4(1), 46-52.
Chen, Y. J., & Sheu, J. B. (2017). Non-differentiated green product positioning: Roles of
uncertainty and rationality. Transportation Research Part E: Logistics and Transportation
Review, 103, 248-260.
Knauth, S., Storz, M., Dastageeri, H., Koukofikis, A., & Mähser-Hipp, N. A. (2015, October).
Fingerprint calibrated centroid and scalar product correlation rssi positioning in large
environments. In 2015 International Conference on Indoor Positioning and Indoor
Navigation (IPIN) (pp. 1-6). IEEE.
Lei, N., & Moon, S. K. (2015). A Decision Support System for market-driven product
positioning and design. Decision Support Systems, 69, 82-91.
Shakhshir, G. (2014). Positioning strategies development. The Annals Of The University Of
Oradea, 977, 416-437.

7Purpose of the study:
POSITIONING STRATEGY
Sweeting, A. (2013). Dynamic product positioning in differentiated product markets: The effect
of fees for musical performance rights on the commercial radio
industry. Econometrica, 81(5), 1763-1803.
Wang, C. H. (2015). A market-oriented approach to accomplish product positioning and product
recommendation for smart phones and wearable devices. International Journal of
Production Research, 53(8), 2542-2553.