Introduction Toyota is among the most prominent brands in the automotive industry. Its recent take on hybrid vehicles, RAV4, is a best-selling SUV in the US (Cain, 2016). The following report explores the brand’s target market, positioning, and highlights key integrated marketing communications (IMC) strategies in an attempt to track the reasons behind the success of its marketing campaign. Customer Profile/Target Market The imagery located on the company’s website allows us to identify the demographics of the intended audience as the customers roughly thirty to forty age groups. The marketing campaign is not restricted to a specific gender. The psychographic profile leans toward individuals interested in sports and outdoor activities since many images show a group of people in sportswear. In addition, nine out of ten images located on the page dedicated to RAV4 depict a car in a non-urban environment, which is appealing for the customers who prefer traveling and hiking (Dynamic exterior, n.d.). This is a visible departure from the usual behaviouristic approach chosen by car companies, which commonly appeal to social status and luxurious characteristics. Nevertheless, this aspect of the market segmentation variable is not totally absent from the customer profile – the description of services and characteristics of RAV4 feature such passages as “prestigious driving experience” and “luxurious feel” (Toyota, 2016). It is important to note, however, that luxury is secondary to innovation and technological superiority such as performance, safety, fuel consumption, and automatized functions. Company’s Brand Positioning The positioning of RAV4 is made via its attributes and benefits. The attributes of the product, e.g. performance, are product-related (Toyota, 2016). Besides, detailed reports of fuel consumption and net horsepower are featured prominently throughout the campaign. Of particular interest is the emphasis on the hybrid powertrain which is one of the product’s selling points and adds to the uniqueness of brand associations. Importantly, hybrid vehicles are appealing to a specific audience which favors sustainability and cost-efficiency over performance. At the same time, until recent years hybrid cars were perceived by a wider audience as inferior to gas-powered vehicles in terms of performance, which necessitates the emphasis on positioning via product-related attributes. For the same reason, the brand benefits which are prioritized throughout the campaign are functional ones. For instance, spacious cargo and interior capacity are emphasized in the textual and graphic ads of the car. One image notably shows RAV4’s interior cluttered with additional objects – the move which undermines the luxurious vibe but adds to the feeling of comfort, familiarity, and utility ( Spacious interior , n.d.). However, the underlying message also suggests experiential benefits – for example, the description of performance specifications includes the mention of “extra thrills,” and most of the printed ads describe the driving experience as “feeling young” ( Toyota RAV4 print ad , n.d.). Thus, it can be argued that the chosen strategies emphasize functional benefits with experience as a secondary yet visible factor. Integrated Marketing Communication Strategy The RAV4 marketing strategies are built around print and broadcast media advertising with gradually heavier involvement of digital m