Toyota Yaris
Brand Name: Toyota Yaris Product Type or Description: Toyota YarisCategory for this Entry: Launch of new products or serviceCampaign: Toyota Yaris Launch
MARKETING SITUATION
The small car segment is one of the most competitive segments across Europe, yet Toyota have never had a truly competitive car in this segment and opinion amongst potential purchasers of past product and, hence, the brand is very weak. The past owners of the Toyota Starlet (the predecessor to the Yaris) tended to be older and male, whereas brands like Renault, VW and Peugeot have...