Toyota Venza: Are You Venza?

Toyota was planning to launch its first crossover vehicle, the Venza, is what was becoming an increasingly crowded category.

Toyota Venza: Are You Venza?

BUSINESS SITUATION AND CAMPAIGN OBJECTIVES

Background and Business Objectives

“How do you launch a new nameplate into an already crowded automotive market?”

That was the question facing market leader Toyota as it looked to introduce a vehicle into a segment it had never competed in before: the crossover (a vehicle with the spaciousness of a sports utility vehicle but the handling of a sedan). The crossover segment had shown significant growth and both Nissan's Murano (launched in December 2002) and Ford's Edge (launched in December 2006) were receiving significant advertising support.

To launch the 2009...

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