a new generation of consumers
The new-age marketer must don multiple hats of a sociologist, psychologist and anthropologist too. After all, markets and consumers are changing and to stay ahead in the race, marketers must stay on top of changing paradigms When Toyota’s sales fell this May, the Japanese auto major immediately revamped its marketing strategy and decided to take a closer look at its potential customers. They found a group that no one had taken seriously – the African American Women. According to the 2005 US census data, it’s the black and Asian women who are better educated and earn more than their white women counterparts. From this June, Toyota launched an innovative ‘reality-game’ targeting this segment which would feature a black women and her new Camry. The aim: to change the perception of the car from suburban, solid, but boring, to urban and exciting. No one till date had focused on African American Women like this and made advertisements to appeal to them. Toyota might yet again defeat its comp