Subaru full IMC plan || A.Tantawy

2010 Marketing Communication Plan

SUBARU

SITUATION ANALYSIS What’s in the Market?

Company Background

One of the Top Japanese

Automotive companies.

Subaru is internationally known

for their unique use of :

BOXER ENGINES in most of

their vehicles.

ALL WHEEL DRIVE (AWD) as

standard equipment in 1996.

TURBOCHARGED VERSIONS

of their passenger cars, like the

Impreza WRX which is well-known

in motorsport.

SUBARU

Powerful Speed cars

positioned in Egypt as

Unique, Sporty & Money

Worth.

Abou Gahly offers:

Impreza

Legacy

Forester

i. BOXER ENGINE.

ii. AWD.

iii. Symmetry.

iv. Safety.

v. Stability.

vi. Suspension system.

Background

SUBARU Unique Points

MITSUBISHI LANCER:

Strong efficient car seeks high performance.

Suffers the lack of powerful creative promotional activities.

HONDA CIVIC:

Beautifully designed Sports car.

Suffers low after sales service & unavailable spare part.

COROLLA:

Comfortable family oriented car.

Not enough when it comes to safety & stability standers.

VW GOLF:

Sports powerful car with very strong engine.

Can’t describe it as comfortable one.

OCTAVIA:

Heavy … however it’s not enough for speed seekers.

Direct & Indirect

COMPETITIVE

ANALYSIS

POPs & PODs

POD

SUBARU

BOXER Engine AWD Symmetry Safety

POD

Competitors

Cheap Spare parts Strong after sales prices

POP

Power

Technology

Safety

Luxury

M a i n t a i n a l l P O P s a n d S t r e s s o n o u r P O D s

All What Competitors Have Only SUBARU

Strength Weakness

•BOXER ENGINE

•AWD

•Symmetry

•Safety

•Stability

•Suspension system

•Expensive Spare Parts

•Weak after sales prices

Opport

unitie

s •Market Growth

•Driving Technology

Awareness

•Nothing else in the

market now is

positioned as

“Powerful Car”

•It will be easy to

Position SUBARU cars in

the market.

•Brand SUBARU in the

consumers’ perceptions

as Extremely Unique

Cars.

•Instruct consumers about

the several advantages of

the Agency’s Services.

•Consumers believe that

high prices means high

quality and durability.

Thre

ats

•Competitors’ Strong

after recession

campaigns.

•Cheaper cars.

•Early Innovative

Campaigns &

promotional activities.

THREATS

OPPERTUNITIES

WEAKNESSES

&

STRENGTHS

TOWS

MATRIX

SUBARU’S Editions

IMPREZA:

Class: A & B

Age: 20-40 years.

Gender: Male/female.

Life style: Speed Seekers.

Only for Real car

drivers.

LEGACY & FORSTER:

Class: A

Age: Above 35 years.

Gender: Male/female.

Life style: Safety Seekers.

Only for Adventurous &

luxurious car drivers.

Positioning

We talk about Unique Cars

Unique Feature

“Boxer Engine”

Symmetrical Shape

AWD

Suspension & the Breaks System

Benefits Only Subaru Can Do This

Feature Only Subaru has these Features

IMC APPROACH HOW TO PLAY

1ST: Symmetrical AWD

2nd: BOXER Engine.

3rd: Suspension System.

4th: Ring-Shaped Frames.

5th: Automobile safety.

Unique selling Propositions

USP

Objectives

Make Consumers BELIEVE that

SUBARU is Totally Unique Cars.

Position SUBARU in the market as

Stable Strong Cars.

Improve consumers awareness of the up to date Automotive

Technology & how it affects the car’s strength, safety & durability.

Communication Strategy

SUBARU Is

Different & Within

Special Category

Con

sum

er T

hin

k

SUBARU Is

Powerful Japanese Cars

but expensive (compared

to the competitors)

Con

sum

er B

elie

ve

SUBARU Is

Unique

Safe & Durable

Meet Expectations Con

sum

er w

ill

Bel

ieve

Branding SUBARU as Unique Cars within Special Category Objective

Always Deliver the message in Unique & Innovative way

Which presents how Unique & Innovative is SUBARU Challenge

Communication Strategy

Branding

Phase

Extra Communicational & promotional

Phase

PR

Phase

Test Drive RS

phase

Communication Message

Advertising:

Outdoors

Radio

TV

Press

Online

PR activity

Press Releases

Events

Road Show.

Test Drive Marina Showroom

ADVERTISING OUTDOORS Creative, Innovative & Directive

Billboards Stability of Symmetrical AWD

Billboards Stability of Symmetrical AWD

Billboards Stability of Symmetrical AWD

Billboards City & Hard Roads Car

Billboards City & Hard Roads Car

6 of October Bridge.

Nasser City – Nasser St.

El-Ma’ady.

Cairo-Alex Desert Road.

Strategy

Billboards:

Location

Rent & replace increase CPM (Number of Viewers)

Best way to Increase viewership & decrease expenses

6 of October

Nasser City

City Stars Branding

Cairo Alex Desert Road

Summer Activity

Al-Ma’ady

Holidays and New-Year

CITY STARS BRANDING City Stars Rush hours during Weekends & Holidays.

LED Screen

Attractive, tempting & delivers the message in a visualized way…

LED Screen

Example

Floor Branding

Make the Floor Shouts

“ONLY SUBARU CAN DO THIS”

Creative ad presented in putting pictures on the floor

showing tires' black marks & addressed “Only SUBARU

Can Do This”.

It proves how strong, powerful & speedy SUBARU cars

are.

Floor Branding

PRESS Be Creative or Traditional

Newspapers:

AlAhram (Syarat)

AlAkbar (Syarat)

Magazines:

Extreme.

Arabety.

Press Selection

Press Ads

Press Releases

Example

Press Releases

MARINA & SUMMER 2010 North Coast

Billboard on North coast way.

Road Shows.

Test Driving.

Summer Plan

ONLINE Interactive Channel

Why Online

Targeted

Interactive

Cheap

© Market Compass Consultancy 2009

© Market Compass Consultancy 2009

Facebook Side Ad

© Market Compass Consultancy 2009

Facebook Side Ad

PR Change Perception & develop Trust

Make Subaru the dream

everybody dreams about!!

HOW

Through memorable

Events & Press Releases.

Between SUBARU & the

competitors.

“What SUBARU Definitely

can do while the others

can’t ”.

About the main

features of SUBARU

It’s beneficial

community services,

role & responsibility

towards the

Consumers.

PR

Information Comparisons Inspiration

Events

Giveaways: T-Shirts

Key Chains

Car Mugs

Drawing Subaru logo on the Ground

Korba Festival Personal Interaction

Autocross &

Rally

THE ROAD SHOW Road Show … Test Drive

Road Show

Duration: Summer 2010.

Location: Start from Cairo and end in Marina Booth .

Road show Stops in

On-the-Run.

Test Drive locations.

Cairo Alex El-Mansora Marina

Road Show

path way

PERSONAL SELLING Most effective.

Personal Selling

Legacy & Forester are Quite new in

Egyptian market

Personal Impact with the car

BUT HOW ????

Show Room Car Branding

Car Branding in SUBARU Agency & other Show Rooms

Arhman.Tantawy@gmail .com

002 010 74 20 147

By: Abdulrhman Attia Tantawy