SUBARU

2010 Marketing Communication Plan

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.
Background
SUBARU SUBARU Unique Points

 Powerful Speed cars i. BOXER ENGINE.

positioned in Egypt as
ii. AWD.
Unique, Sporty & Money
Worth. iii. Symmetry.

 Abou Gahly offers: iv. Safety.

 Impreza v. Stability.
 Legacy vi. Suspension system.
 Forester
  MITSUBISHI LANCER:
Strong efficient car seeks high performance.
COMPETITIVE Suffers the lack of powerful creative promotional activities.
ANALYSIS
 HONDA CIVIC:
Beautifully designed Sports car.
Direct & Indirect
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.
 POPs & PODs Maintain all POPs and Stress on our PODs

Only SUBARU All What Competitors Have

POD POP POD

SUBARU Power Competitors
BOXER Engine Technology Cheap Spare parts
AWD Strong after sales prices
Safety
Symmetry
Safety
Luxury
 Strength Weakness

TOWS •BOXER ENGINE

•AWD
MATRIX •Symmetry •Expensive Spare Parts
•Safety •Weak after sales prices
THREATS •Stability
OPPERTUNITIES •Suspension system
WEAKNESSES
& •Market Growth •It will be easy to •Instruct consumers about
Position SUBARU cars in
Opportunities
STRENGTHS •Driving Technology the several advantages of
the market. the Agency’s Services.
Awareness
•Nothing else in the •Brand SUBARU in the
market now is consumers’ perceptions •Consumers believe that
positioned as as Extremely Unique high prices means high
“Powerful Car” Cars. quality and durability.

•Competitors’ Strong
after recession •Early Innovative
Threats

campaigns. Campaigns &

promotional activities.
•Cheaper cars.
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 Symmetrical Shape Suspension & the

“Boxer Engine” AWD Breaks System

Feature Only Subaru has these Features

Benefits Only Subaru Can Do This

IMC APPROACH
HOW TO PLAY
 USP  1ST: Symmetrical AWD

Unique selling
Propositions  2nd: BOXER Engine.

 3rd: Suspension System.

 4th: Ring-Shaped Frames.

 5th: Automobile safety.

Objectives

Make Consumers
Position SUBARU in
BELIEVE that
the market as
SUBARU is Totally
Stable Strong Cars.
Unique Cars.

Improve consumers awareness of

the up to date Automotive
Technology & how it affects the
car’s strength, safety & durability.
 Communication Strategy
Objective Branding SUBARU as Unique Cars within Special Category

Consumer Believe
Consumer Think

Consumer will
SUBARU Is SUBARU Is SUBARU Is

Believe
Different & Within Powerful Japanese Cars Unique
Special Category but expensive (compared Safe & Durable
to the competitors) Meet Expectations

Always Deliver the message in Unique & Innovative way

Challenge
Which presents how Unique & Innovative is SUBARU
Communication Strategy

Branding
Phase

Test
Drive RS
Extra PR phase
Communicational
& promotional
Phase
Phase
Communication Message
Advertising:
Outdoors
PR activity
Radio

TV
Press
Releases Road Show.
Press
Test Drive Marina Showroom
Events
Online
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
Billboards:
 6 of October Bridge.
Location  Nasser City – Nasser St.
 El-Ma’ady.
 Cairo-Alex Desert Road.

Strategy  Rent & replace  increase CPM (Number of Viewers)

Best way to Increase viewership & decrease expenses

Cairo Alex
Desert Road
6 of October Summer Activity

Nasser City Al-Ma’ady

City Stars Holidays and
Branding 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)

Press Selection

 Magazines:
 Extreme.
 Arabety.
Press Ads
Press Releases
Press Releases
Example
MARINA & SUMMER 2010
North Coast
Summer Plan

 Billboard on North coast way.

 Road Shows.
 Test Driving.
ONLINE
Interactive Channel
Why Online

Cheap

Interactive

Targeted
© Market Compass Consultancy 2009
Facebook Side Ad

© Market Compass Consultancy 2009

Facebook Side Ad

© Market Compass Consultancy 2009

PR
Change Perception & develop Trust
 PR

Information Comparisons Inspiration

About the main Between SUBARU & the Make Subaru the dream
features of SUBARU competitors. everybody dreams about!!

HOW
It’s beneficial “What SUBARU Definitely
community services, can do while the others Through memorable
role & responsibility can’t ”. Events & Press Releases.
towards the
Consumers.
Events
  Giveaways:
Korba Festival  T-Shirts
Personal Interaction  Key Chains
 Car Mugs

 Drawing Subaru logo on the Ground

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.
Road Show
path way
Cairo
Alex
El-Mansora
Marina
PERSONAL SELLING
Most effective.
Personal Selling

Legacy &
Forester are Personal Impact
BUT HOW ????
Quite new in with the car
Egyptian market
Show Room Car Branding

 Car Branding in SUBARU Agency & other Show Rooms

By: Abdulrhman Attia Tantawy
Arhman.Tantawy@gmail.com
002 010 74 20 147