pharmaceutical product IMC marketing campaign

1. 2010 Marketing Communication Plan
SUBARU

2. SITUATIONANALYSIS
What’s in the Market?

3. Company Background
 One of theTop 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
ImprezaWRX which is well-known
in motorsport.

4. 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

5.  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

6. 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 HaveOnly SUBARU

7. Strength Weakness
•BOXER ENGINE
•AWD
•Symmetry
•Safety
•Stability
•Suspension system
•Expensive Spare Parts
•Weak after sales prices
Opportunities •Market Growth
•DrivingTechnology
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.
Threats
•Competitors’ Strong
after recession
campaigns.
•Cheaper cars.
•Early Innovative
Campaigns &
promotional activities.
THREATS
OPPERTUNITIES
WEAKNESSES
&
STRENGTHS
TOWS
MATRIX

8. 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.

9. Positioning
We talk about Unique Cars
Unique Feature
“Boxer Engine”
Symmetrical Shape
AWD
Suspension & the
Breaks System
Benefits Only Subaru Can DoThis
Feature Only Subaru has these Features

10. IMC APPROACH
HOW TO PLAY

11.  1ST: Symmetrical AWD
 2nd: BOXER Engine.
 3rd: Suspension System.
 4th: Ring-Shaped Frames.
 5th: Automobile safety.
Unique selling
Propositions
USP

12. Objectives
Make Consumers
BELIEVE that
SUBARU isTotally
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.

13. Communication Strategy
SUBARU Is
Different & Within
Special Category
ConsumerThink
SUBARU Is
Powerful Japanese Cars
but expensive (compared
to the competitors)
ConsumerBelieve
SUBARU Is
Unique
Safe & Durable
Meet Expectations
Consumerwill
Believe
Branding SUBARU as Unique Cars within Special CategoryObjective
Always Deliver the message in Unique & Innovative way
Which presents how Unique & Innovative is SUBARU
Challenge

14. Communication Strategy
Branding
Phase
Extra
Communicational
& promotional
Phase
PR
Phase
Test
Drive RS
phase

15. Communication Message

16. Advertising:
Outdoors
Radio
TV
Press
Online
PR activity
Press
Releases
Events
Road Show.
Test Drive Marina Showroom

17. ADVERTISING OUTDOORS
Creative, Innovative & Directive

18. Billboards Stability of Symmetrical AWD

19. Billboards Stability of Symmetrical AWD

20. Billboards Stability of Symmetrical AWD

21. Billboards City & Hard Roads Car

22. Billboards City & Hard Roads Car

23.  6 of October Bridge.
 Nasser City – Nasser St.
 El-Ma’ady.
 Cairo-Alex Desert Road.
Strategy
Billboards:
Location
 Rent & replace  increase CPM (Number ofViewers)
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

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

25. LED Screen
Attractive, tempting & delivers the message in a visualized way…

26. LED Screen
 Example

27. Floor Branding
Make the Floor Shouts
“ONLY SUBARU CAN DOTHIS”
 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.

28. Floor Branding

29. PRESS
Be Creative or Traditional

30.  Newspapers:
 AlAhram (Syarat)
 AlAkbar (Syarat)
 Magazines:
 Extreme.
 Arabety.
Press Selection

31. Press Ads

40. Press Releases

41. Example
Press Releases

42. MARINA & SUMMER 2010
North Coast

43.  Billboard on North coast way.
 Road Shows.
 Test Driving.
Summer Plan

44. ONLINE
Interactive Channel

45. Why Online
Targeted
Interactive
Cheap

46. © Market Compass Consultancy 2009

47. © Market Compass Consultancy 2009
Facebook Side Ad

48. © Market Compass Consultancy 2009
Facebook Side Ad

49. PR
Change Perception & develop Trust

50. 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

51. Events

52.  Giveaways:
 T-Shirts
 Key Chains
 Car Mugs
 Drawing Subaru logo on the Ground
Korba Festival
Personal Interaction

53. Autocross &
Rally

54. THE ROAD SHOW
Road Show … Test Drive

55. Road Show
 Duration: Summer 2010.
 Location: Start from Cairo and end in Marina Booth .
 Road show Stops in
 On-the-Run.
 Test Drive locations.

56. Cairo
Alex
El-Mansora
Marina
Road Show
path way

57. PERSONAL SELLING
Most effective.

58. Personal Selling
Legacy &
Forester are
Quite new in
Egyptian market
Personal Impact
with the car
BUT HOW ????

59. Show Room Car Branding
 Car Branding in SUBARU Agency & other Show Rooms

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