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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
