MK 222 ASSIGN... a SECTION B [25 MARKS Read the following extract and then answer the question below Toyota's 'Scion (Guerrilla) Brand in US: The Market Positioning Strategies Many automobile companies in the US are targeting Gen Y, who are estimated to become the largest segment, in the automobile industry. Toyota, which intends to be number one in the global automobile industry, also entered the fray. But Toyota - which has been extremely popular with the baby boomers - is considered to be old fashioned by Gen Y. To refurbish its staid image, it came out with a new brand, designed exclusively for the Gen Y. Two models xA' and 'xB' were launched under the brand named 'Scion'. A year later another model, 't' was added to the lineup. O BOU 2021 Page 4 of 8 Botswana Open University DEGREE January-June ASSIGNMENT MK 222 PRINCIPLES OF MARKETING To attract the Gen Y. Scion's marketing was carefully planned, avoiding conventional marketing strategies. With the help of Attik, a management group based in UK, Toyota resorted to guerrilla marketing. The brand was aggressively marketed before its launch with unconventional' slogans displayed at places where its target buyers gathered. Toyota launched a website and also redesigned showrooms for Scion, to facilitate information search and customisation. The success of Scion has prompted Toyota to adopt these strategies for its other brands too. i. With reference from above case study discuss the opportunities and threats in developing products for Gen Y (10 marks) ii. Identify and discuss five (5) the market positioning strategies adopted by Toyota for Scion. (10 marks) iii. Briefly explain whether Toyota will be able to replicate the success of Scion, for its other brands, if answer is no, state why not