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Secondary Research ReportIntro to Public Relations/ Advertising Research PR 06310Monday/ Wednesday 3:30-4:45 Enterprise Building 514Product/Brand Analysis ????Subaru prides itself on the reliability, safety, dependability, and functionality of their vehicle line, catering to a multitude of customers with automobiles that can satisfy whatever need their market may have. To support these claims, Subaru has amassed various awards, one of which being the 2017 Kelley Blue Book Most Trusted Brand (safety). The vehicles that Subaru offers always find themselves at the top in Consumer Reports ratings, and have high customer satisfaction reviews. One of the key elements that Subaru integrates in their cars is the constant attention to the safety of the vehicle and the driver. The 2017 Subaru Outback, Crosstrek, Forester, and Legacy, each earned top marks with 5-Star Overall Vehicle scores from the National Highway Traffic Safety Administration (safety). Not only are their cars built to keep the driver safe in the event of a collision, but Subaru continues to innovate with technology that helps the driver avoid such accidents. Some of these functions include lane-keeping assist, pre-collision braking and throttle management, standard All-Wheel Drive, blind-spot control, reverse sensor tracking, and STARLINK: Subaru’s very own emergency assistance system. It goes without saying that the most important thing to Subaru is safety.Price is another factor that Subaru has taken into account. Subaru offers seven vehicles (Legacy, Impreza, Forester, Outback, Crosstrek, BRZ, and WRX) and the starting price for the majority of these cars ?averages $23,380, with the cheapest being the Impreza at $18,495 and the most expensive being the WRX at $26,995. The cheapest option, the Impreza, comes standard with a couple of standout options including: All-Wheel Drive, brake assist, Vehicle Dynamics Control, reverse camera, and a 6.5 inch STARLINK multimedia in-dash screen (build). Even at the cheapest option, the consumer is still getting premium features. ????Subaru has built upon its brand image as being caring. Safety is its number one priority and that is none the more evident than with its advertising. This quote, from Subaru’s website, exemplifies the intentions Subaru has as a company; “When you choose a Subaru, you’re not just choosing a car. You're choosing a company with a lifetime commitment to protecting those you love” (safety). In a recent campaign, Subaru portrays its vehicles as a solace for parents who are worried about their children driving. One of the commercials entails a compilation of children attempting to use dangerous objects before being stopped by their parents with a stern “You’re not taking that” remark. Finally, a young man looks outside to a rainy day and says “I’m taking the Subaru” to his off-screen parent. Instead of saying, “You’re not taking that” she responds with a “Don’t be late,” conveying her trust in the Subaru to keep her son safe in the pouring rain (2017 Forester). ????In past advertisements, Subaru discovered that lesbians were four times more likely to purchase a vehicle from them than other consumer groups (). Subaru decided to put this info to use and started creating advertisements that had subtle lesbian undertones. Subaru couldn’t be blatant, because LGBT issues were still controversial back in the mid-1990s, so Subaru worded the advertisements that only those in that demographic would understand the messages it was hinting at. For example, one advertisement displays a picture of a Subaru Outback with the tagline stating: “It’s Not a Choice; it’s the Way We’re Built” (). ?At the time, Subaru was in a rut with its sales, but with this campaign, Subaru managed to reach its intended target group and increase its petitive Analysis ????Subaru battles in a highly competitive environment with the likes of Honda, Toyota, Nissan, Mazda, Hyundai, Kia, and Mitsubishi all vying for a chunk of the American automobile market. These Japanese automakers have been developing economical, reliable, and inexpensive vehicles for the American populace since their introduction in the 1970s and have built a solid foundation in the market. Of the Japanese manufacturers that compete with Subaru; Honda and Toyota are by far the largest opponents to contend with. ????In terms of categorization, Subaru produces mostly inexpensive sedans and crossovers. Most automakers fall into this category as that’s what tends to sell in the current automobile market, so a direct market would be most of the standard manufactures that offer these vehicles (Ford, Chevy, Honda, Chrysler, Toyota, etc.). Where Subaru does not compete would be in the luxury, electric, truck, commercial, and exotic markets, to name a few. For example, Subaru would not consider Lamborghini or Cadillac to be direct competitors, since customers searching for cars in that price range would most likely not consider a Subaru. Dodge Ram or Tesla would not be considered direct competitors, because Subaru does not offer either a pickup truck or a electric vehicle. For the enthusiast culture, Subaru has its STI (Subaru Technia International) trim for certain vehicles (WRX, Impreza) and the BRZ coupe to satisfy those wanting a performance based vehicle. Soon to join the lineup is the Subaru Ascent, which is a large SUV that will begin production in 2018. Honda and Toyota would be considered direct competitors for the category that Subaru is affiliated with, as they both offer the same class of vehicles with available performance trims on certain models.Honda’s vehicles that would compete with Subaru’s would include the Civic, Accord, Fit, HR-V, CR-V, and the Pilot (). ????Toyota’s vehicles that would compete with Subaru’s would include the Yaris, Corolla, Camry, CH-R, RAV4, Highlander, and 4Runner (). The GT86 and BRZ is a joint-venture between Toyota and Subaru.The comparison will be between the Subaru Impreza, the Honda Civic, and the Toyota Corolla; all of which are intermediate four-door sedans.Model (Base)PriceImpreza$18,495Civic$18,740Corolla$18,550 ????The comparison shows that these vehicles all hover around the same general price, with the biggest difference being between the Civic and the Impreza. ????Standout Features- Most modern vehicles offer the same equipment and components (power windows, ac, airbags, etc) , it’s their proprietary technology or performance specifications that the automakers integrate in their base models that differentiate them from the competition. Safety features listed are only found on the specified model and are not shared with the competitors.ModelEconomyEngineFeaturesImpreza38h/28c mpg2.0L 4-C 152 hpSymmetrical AWD Civic40h/28c mpg1.8L 4-C 158 hpMulti-Angle Rear Camera Corolla40h/30c mpg2.0L 4-C 132 hpPre-Collision DetectionLane Assist ????Generally, the three vehicles possess mostly the same features. The main difference would be the standard AWD powertrain in the Impreza that would give it the leading edge. The Civic has a multi-angle rear camera, as opposed to the single-angle cameras in the other two models. The Corolla, the one with the most safety features, has standard pre-collision detection and lane assist. Other amenities such as interior comfort, infotainment systems, and non-safety features are mostly based on the buyer’s needs and wants. This comparison expresses just how close Subaru comes with its competition. The decision would be up to the consumer and which vehicle would best fit their lifestyle, rather than one vehicle being objectively superior by some substantial margin. ................
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