More search options
Basket icon
No items
Basket icon

Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Supporting video
-
Reference no. IMD-5-0564-V
Subject category: Marketing
Authors: Sean A Meehan (International Institute for Management Development (IMD)); Dominique Turpin (International Institute for Management Development (IMD)); George Raedler (International Institute for Management Development (IMD)); Madoka Hokamura (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Published in: 2003
Length: 10 minutes
Data source: Field research
Topics: Branding; Sales and marketing; Automobiles; Product positioning
Notes: We recommend that you view the preview copy before purchasing this video. File size 929.2MB. Click for more information.
Share a link: https://casecent.re/p/11667
| No reviews for this item
This product has not been used yet
View our pricing guide or login to see prices.

Abstract

This video is to accompany the case. The first part shows TV commercials prior to the launch of the Yaris. The commercials are from different parts of Europe representing a decentralised approach. The second part shows the standardised advertising approach for the launch of the Yaris in the European market. The commercials underline the efforts made to fix Toyota's brand perception in Europe. The commercials position the Yaris as a cool and trendy car aimed at a new target segment. Some of the commercials were aired in more than 10 countries.
Location:
Europe
Industry:
Automotive
Size:
Over 150,000 employees
Other setting(s):
1999
Teaching note
-
Reference no. IMD-5-0564-T
Subject category: Marketing
Authors: George Raedler (International Institute for Management Development (IMD)); Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2003
Version: 20.05.2003
Length: 25 pages
Data source: Field research
View full details
Case
-
Reference no. IMD-5-0564-JP
Japanese language
Subject category: Marketing
Authors: Sean A Meehan (International Institute for Management Development (IMD)); Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2010
Version: 30.07.2021
Length: 28 pages
Data source: Field research
Topics: Branding; Sales and marketing; Automobiles; Product positioning
View full details
Case
-
Reference no. IMD-5-0564
Subject category: Marketing
Authors: Sean A Meehan (International Institute for Management Development (IMD)); Dominique Turpin (International Institute for Management Development (IMD)); Madoka Hokamura (International Institute for Management Development (IMD)); George Raedler (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2001
Version: 30.04.2004
Length: 26 pages
Data source: Field research
Topics: Branding; Sales and marketing; Automobiles; Product positioning
View full details
Compact case
Case
-
Reference no. IMD-5-0565-JP
Japanese language
Subject category: Marketing
Authors: Sean A Meehan (International Institute for Management Development (IMD)); Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2010
Version: 30.07.2021
Length: 4 pages
Data source: Field research
Topics: Branding; Sales and marketing; Automobiles
View full details
Compact case
Case
-
Reference no. IMD-5-0565
Subject category: Marketing
Authors: Sean A Meehan (International Institute for Management Development (IMD)); Dominique Turpin (International Institute for Management Development (IMD)); George Raedler (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2000
Version: 02.04.2003
Length: 4 pages
Data source: Field research
Topics: Branding; Sales and marketing; Automobiles
View full details
Compact case
Case
-
Reference no. IMD-5-0566-JP
Japanese language
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD)); Sean A Meehan (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2010
Version: 30.07.2021
Length: 5 pages
Data source: Field research
Topics: Branding; Sales and marketing; Automobiles
View full details
Compact case
Case
-
Reference no. IMD-5-0566
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD)); Sean A Meehan (International Institute for Management Development (IMD)); George Raedler (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2000
Version: 02.04.2003
Length: 5 pages
Data source: Field research
Topics: Branding; Sales and marketing; Automobiles
View full details

About

Abstract

This video is to accompany the case. The first part shows TV commercials prior to the launch of the Yaris. The commercials are from different parts of Europe representing a decentralised approach. The second part shows the standardised advertising approach for the launch of the Yaris in the European market. The commercials underline the efforts made to fix Toyota's brand perception in Europe. The commercials position the Yaris as a cool and trendy car aimed at a new target segment. Some of the commercials were aired in more than 10 countries.

Settings

Location:
Europe
Industry:
Automotive
Size:
Over 150,000 employees
Other setting(s):
1999

Related

Teaching note
-
Reference no. IMD-5-0564-T
Subject category: Marketing
Authors: George Raedler (International Institute for Management Development (IMD)); Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2003
Version: 20.05.2003
Length: 25 pages
Data source: Field research
View full details
Case
-
Reference no. IMD-5-0564-JP
Japanese language
Subject category: Marketing
Authors: Sean A Meehan (International Institute for Management Development (IMD)); Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2010
Version: 30.07.2021
Length: 28 pages
Data source: Field research
Topics: Branding; Sales and marketing; Automobiles; Product positioning
View full details
Case
-
Reference no. IMD-5-0564
Subject category: Marketing
Authors: Sean A Meehan (International Institute for Management Development (IMD)); Dominique Turpin (International Institute for Management Development (IMD)); Madoka Hokamura (International Institute for Management Development (IMD)); George Raedler (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2001
Version: 30.04.2004
Length: 26 pages
Data source: Field research
Topics: Branding; Sales and marketing; Automobiles; Product positioning
View full details
Compact case
Case
-
Reference no. IMD-5-0565-JP
Japanese language
Subject category: Marketing
Authors: Sean A Meehan (International Institute for Management Development (IMD)); Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2010
Version: 30.07.2021
Length: 4 pages
Data source: Field research
Topics: Branding; Sales and marketing; Automobiles
View full details
Compact case
Case
-
Reference no. IMD-5-0565
Subject category: Marketing
Authors: Sean A Meehan (International Institute for Management Development (IMD)); Dominique Turpin (International Institute for Management Development (IMD)); George Raedler (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2000
Version: 02.04.2003
Length: 4 pages
Data source: Field research
Topics: Branding; Sales and marketing; Automobiles
View full details
Compact case
Case
-
Reference no. IMD-5-0566-JP
Japanese language
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD)); Sean A Meehan (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2010
Version: 30.07.2021
Length: 5 pages
Data source: Field research
Topics: Branding; Sales and marketing; Automobiles
View full details
Compact case
Case
-
Reference no. IMD-5-0566
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD)); Sean A Meehan (International Institute for Management Development (IMD)); George Raedler (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2000
Version: 02.04.2003
Length: 5 pages
Data source: Field research
Topics: Branding; Sales and marketing; Automobiles
View full details