SUBARU IN INDIA A CONCEPT

8/13/2019 SUBARU IN INDIA A CONCEPT

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SUBARU

IN INDIA

Presented by- Aniket Ghosh Chowdhury

Apurba Kumar Naskar

Arnab Bhattacharya

Sankhadeep Chatterjee


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Company Background

Industry:-Automobile Manufacturing

Parent Company:-Fuji Heavy Industries

Japanese Company

26thbiggest automaker by production worldwide

Founder:Chikuhei Nakajima

Founded:1954

Headquarters:Shinjuku, Tokyo, Japan

Subaru is the Japanese term for Pleiades star (The

Seven Sister) in universe


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Products

BRZ

Impreza

Impreza WRX

Legacy

Forester

XV Crosstrek

Outback

Tribeca


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Subaru OutbackOutstanding off-road capability with superb car-like handling, featuring a bold

new exterior, 5-star ANCAP safety, 213mm of off-road ground clearance and

luxurious, well-appointed interior.

An SUV that makes you distinct and raises your status among the society.

Price starting with INR 14,09,700 ($23495)


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Target Audience & Communication Objective

Target Audience:

Income: High Income Group

Occupation: Businessmen, Industrialists and Successful Professional

Age Group: Teenage Adult, Mid Age Adult and Elderly

Gender: Both Male & Female

Communication Objective:

Communicate offering to generate interest and desire among the

customer Top of life

Capable in all kinds of conditions

Establish Subaru as company that brings world class technologically

advanced cars which makes it distinct and brings respect


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Think, Feel and Live at the edge of your life with Subaru Outback

TV Commercial 30 seconds Ad

Advertising


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Magazine:Autocar

Overdrive

TIME TO UPDATE YOUR STATUS

World Class Car For World Class People

Think, Feel & Live at the edge of your life

Newspaper:The Times of India

Economic Times

Print Media

Billboards


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Establish a website www.subaru-india.comwhere customer will be provided

with all the information.

Interactive Marketing


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Web Banners On:

Google India

Youtube

Facebook

Yahoo IndiaFlipcart

eBay

2 Minutes Promotional Video On:

Youtube

DailymotionMetacafe

Think, Feel & Live on edge

with Subaru


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Subaru Indiafacebook account

Linksembedded with the banners.

Direct Mailto target audience falling in the high income group.


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Public Relations

Press Conference- Signing Hrithik Roshan as Brand Ambassador

A look that gives smartness, confident and

positiveness.

Distinctively known as Greek God of

Bollywood.

Gives an image that he is living at the edge of

his life.


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Personal Interviews -A spokesperson of the firm will give

a personal interviews on the following news channel:

Aaj Tak

India TVStar News

NDTV

CNBC

Time8.30pm till 9.00pm


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Setting up of kiosks in malls and corporate parties to provide information to

prospective customers.

10 biggest malls of India and location should be metropolitan city.Corporate parties held by Big Corporate.

Personal Selling


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Direct Marketing

Communicating straight to the consumer through:

Telemarketing

Mobile Marketing


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Sales Promotion

Event Marketing is more suited as consumer-oriented promotions

than other promotional tools.

Rally, Test Drive experience will also be conducted.

Special Incentivescan be used for trade-oriented promotions.


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Scheduling

3 Months Period

Beginning in winter season with the internet marketing in the 1stweek Followed by print ads and billboard in the 2ndweek

Press conference will be held declaring the brand ambassador after a

week of the launch of print ad

Next Month

In 1stday a TV commercial ad featuring our brand ambassador at peak

time (6.30 pm to 10.30pm) will be implemented

Popular movie and news channel

Followed by personal interview, each week it will be aired in separate

news channelNext Month

Event marketing & personal selling will be conducted simultaneously from

the 1stdayDuring this 3 month period mobile marketing will be done and from the 2ndmonth

telemarketing will be implemented.


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Budget Setting

Percentage of Sales

Method 1: Straight Percentage of Sales

2013 Total rupees sales INR 10000000

Straight % of sales at 10% INR 1000000

2014 Advertising budget INR 1000000

Method 2: Percentage of Unit Cost

2013 Cost per car to manufacturer INR 400000

Unit cost allocated to advertising INR 1000002014 Forecasted sales, 10 units

2014 Advertising budget (10 x INR 100000) INR 1000000


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40

30

15

10 5

Budget Allocation

Advertising

Internet

Mobile Mkt

Press Conference

Other IMC


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Budget AllocationAgency Policies:Spending more on advertising area, because promotional monies

are harder to track in terms of effectiveness. (40%)

Online:Internet is a popular medium where lots of people access including high

income group who has faster connection. Hence spending on internet is essential.

(30%)

Market Potential:India is growing economically very fast and therefore its

customers income will also increase, so it has a lot of market potential and since

majority of people has mobile, spending on mobile marketing becomes important

after advertising and interactive marketing. (15%)

Declaring Hrithik Roshan as brand ambassador in a press conference will definitely

attract a lot of customers. (10%)

Spending 5% on the rest of the IMC.

Lastly, according to John Philip Jones new brands generally receive higher-than-

average advertising support


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Evaluation

What should we evaluate?

Communication evaluation focuses on two things:

Output: measuring communication performance i.e. number

of events held, press release issued, number of website hits,

no. of eyeballs attracted etc.

Outcome: Did communication activities result in any opinion,attitude and behavior change amongst targeted audiences.

Purpose of evaluation:

The aim of evaluation is to see how much awareness and

change in opinion the ad has generated.

Whether there are any medium which has failed to deliver

the message.


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Method Quality of Communication Opinion/Attitude

Change

Behavior

Change

Focus Group Y Y YSurveys Y Y Y

On-Air Tests Y

Recall Tests Y

Online Polls Y Y YWeb Analytics Y Y Y

In-depth

Interview

Y Y

How to evaluate?

When to evaluate?Pretests:

Focus Group

Web Analytics

Online Polls

Posttests:

Surveys

Recall Tests

Online Polls

In-depth Interview


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THANK

YOU

Documents

SUBARU IN INDIA A CONCEPT