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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 campaigns (Crouch, 2005)...
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