Corolla Re-launch

If there was a “white label” vehicle in Canada it could be the Toyota Corolla. It had a solid reputation, was Toyota’s best seller, and was consistently one of the country’s top sellers too.

Corolla Re-launch

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months):

January 2008–June 2008

Start of Advertising/Communication Effort:

January 2008

Base Period for Comparison:

Calendar 2007

a) Introduction:

If there was a “white label” vehicle in Canada it could be the Toyota Corolla. It has a solid reputation, is Toyota's best seller, and is consistently one of the country's top sellers too. But it inspires little passion, especially compared to its similarly priced and positioned competitors in the compact segment. Consequently, while long-term sales had been very good, they'd begun to slip. As compact cars are Canada's largest volume automotive segment (25%...

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