Samantha Weiss3/30/14Prof. BaschAutomobile assn.

Toyota Highlander1. Strategic Objectives

a. Segmentation- affordable midsize SUV.

b. Positioning- technologically advanced, futuristic.

c. Target Audience- The target audience for this car includes people

who like to keep up with new technological advances and like to

stay connected wherever they go.

d. Main product feature- The main product features include

Bluetooth technology, an 8 inch touch screen, audio and navigation

system.

e. Consumer Benefits- Possibility to multitask easier and get things

accomplished while driving around.

2. Review Execution

a. Headline- “Room for technological advancements. No room for

boring.” Toyota is trying to accomplish two things, being more fun

and interesting and also showing off their new technology.

b. Body copy- n/a

c. Tagline- “Let’s go places” also helps further the message set by the

ad that Toyota will take you places, like the future with their new

futuristic technology.

d. Logo- Bottom right corner, small and does not attract attention.

e. Visual- View from inside the SUV looking at the technologically

advanced 8 inch touch screen.

f. Layout- The puppets are very distracting and seem

counterintuitive to the positioning of being serious and advanced.

The layout is entirely in the interior of the car, which is good.

g. Typography- The type only speaks about the technological

advancements. There is no talk of safety, fuel efficiency or interior.

The first ad I found was for a Toyota Highlander. This vehicle is an affordable

family midsize SUV. Competition for this vehicle could be the Honda Pilot, Buick

Enclave and Dodge Durango. This ad focuses on the new technology in the 2014

Toyota Highlander. Toyota wants to position themselves as more technologically

advanced than it’s competitors. It also wants to make a point that this car is not

boring, I suppose the puppets are to further this fun image. This ad is showing off

their futuristic technology and new features. The target audience for this SUV

families, age 30-50, moderate income with a white-collar job. This target audience

would be attracted to the new features because it let’s them stay connected to their

work and other responsibilities while diving their kids around. The target audience

for this vehicle includes parents of small children or adolescents. These people

drive their kids around from place to place and would need the space for all their

kids or maybe their kid’s sports equipment. The main product features include

Bluetooth technology, an 8 inch touch screen, audio and navigation system. By

having this vehicle it benefits the consumer by giving them more advanced tools

necessary to help them better live their life and take care of their responsibilities. I

think Toyota was positioning themselves this way because they want to

differentiate themselves from the competition. Also these advanced technologies are

expected in higher priced luxury vehicle, not affordable Toyotas. By making an ad

Toyota is making themselves a competitor to luxury vehicles. In the ad, it looks like

the car is set inside of a laboratory and it came from year 2509, hence why they

mention the future in the bottom print. Toyotas are known for being simple,

dependable, affordable cars. This ad has changed their positioning to technologically

advanced, and possibly able to compete with luxury technology. Also, “No room for

boring” suggests that Toyota wants to add an element of fun to their positioning. In

this case I don’t think it worked. By trying to get rid of boring, but really focusing on

the technology, it didn’t connect the way it should.

Jeep 2014 Cherokee

3. Strategic Objectives

a. Segmentation- Affordable Mid-size SUV

b. Positioning- Complete, reliable in any situation.

c. Target Audience- Adults age 30-50, who have a moderate income,

children and travel often.

d. Main product feature- 9 speed transmission and 31mpg.

e. Consumer Benefits- The consumer doesn’t have to worry about

anything. This vehicle has t all and can do it all.

4. Review Execution

a. Headline- “Jeep: Introducing the all new 2014 Cherokee”.

b. Body copy- “Everything you need to do everything you want”.

c. Tagline- Built Free

d. Logo- Top center of page, first thing you see.

e. Visual- Front angle view, parked outside a café-looking building.

f. Layout- SUV is in the dead center of the page, your eye goes right

to the car and nothing else.

g. Typography- Simple white bold capital lettering.

The second car I looked at is the 2014 Jeep Cherokee. This compact SUV is

being positioned to tell consumers that it’s everything they’ll ever need. It was

selling the complete package that tells consumers they don’t have to worry about

anything. This ad doesn’t specifically focus on a product feature however, it

mentions the mpg and 9 speed transmission before the nappa leather seats and 8

inch touch screen. I take this to show that Jeep is trying to catch the attention of

people who travel, commute, or just drive very often. The tagline “built free” shows

Jeep’s ruggedness, patriotism and gives the consumer a sense of freedom in owning

a Jeep. The consumer can feel free to travel whenever, wherever. Jeep is showing

that it’s an American company for Americans who are free and want to live free.

What I found interesting about where the Jeep is placed in that is that it is in front of

a nice café like building. Jeeps are rugged, you can take them anywhere, and they get

dirty and are durable and strong trucks. By placing the Jeep in front of a nice café

instead of a mountain or dirt road, you are appealing to a different customer. This

shows Jeep’s classier, sophisticated side. This ad may change the perception of the

product now that it is being shown in a different environment. The ad is very

confident and bold in stating “Everything you need to do everything you want”. The

line instills a sense of confidence in the company and in the product. Jeep uses a lot

of language like “bold exterior…built…around the world” that eludes to the fact that

Jeep is a rugged brand. Also, these terms along with the highlights from the

advertisement subtly position this SUV for travelers, not just people who are

outdoorsy or eat in fancy cafes. I think this is a good ad that speaks to many

different types of people and backgrounds.