THE "IT" CAR FOR GEN Y?

Addressing the target market with regard to positioning

After choosing a strategy for reaching a target market, marketers must then decide how best to position the product (Boone & Kurtz, 2001, p.257). The concept of positioning seeks to place a product in a certain "position" in the minds of prospective buyers (Boone & Kurtz, 2001, p.257). It is the act of designing the company's offering and image to occupy a distinctive place in the mind of the target market (Kotler, 2003, p.308). Marketers use a positioning strategy to distinguish their firm's offerings from those of competitors and to create promotions that communicate the desired position (Boone & Kurtz, 2001, p.257).
How is Scion addressing its target market with regard to positioning and the product itself?
Toyota's approach with Scion's marketing has been very unique. Rather than blanketing the country with lots of television and magazine ads, its focus is on smaller, much targeted......

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Title: The "It" Car For Gen Y?
Approximate Word Count: 1199
Approximate Pages: 5 (250 words per double-spaced page)

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