Recapturing the market leadership in the SUV-Lo category: Reimagining the integrated marketing communication strategy of the Toyota Fortuner

• Main Author: Espino, Marcus Brice B.
• Format: text
• Language: English
• Published: Animo Repository 2014
• Subjects: Communication in marketing; Vehicles > Marketing; Business and Corporate Communications; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5114
• Institution: De La Salle University

The research and campaign is created for Toyota to help one of their products the Fortuner to regain market leadership in the SUV-Lo segment. The research for the campaign focuses on the growing automotive industry in the country. Toyota is the market leader and the challengers are far behind. Howev...