A product doesn 't just start its life at the grocery store, car dealership, or mall — or even after you buy it. Products go on long, sophisticated journeys in order to find their consumer, sometimes taking years in the process — marketing, manufacturing, shipping, sales, and man-hours all consume time and money. One of the very important aspects of a product’s success is marketing. The marketing team decides who’s going to buy the product (in this case, it’s a Subaru Outback), but first they must conclude who their marketing base is — before it even gets to you — and sometimes, that can be a challenge. But first, or during marketing, manufacturing takes place. And manufacturing a car is no simple feat. Subaru (Parent Company: Fuji Heavy
…show more content…
This is perhaps one of the most important steps to a company’s success. Subaru, however, is very unique: Prior to the 90s, the company wasn 't really sure who was buying their cars, or who to market to. They saw rugged individuals who love the outdoors, doctors, engineers, families, and lesbians — an identity crisis ensued. Most car companies have a wide range of people buying their cars, Subaru was different: Sales were stagnant, and the company was panicked — something had to be done. Subaru hired a marketing expert to study the best marketing strategies (“How A Revolutionary Ad Campaign Helped To Turn Around Subaru,” King). The U.S. headquarters is located in Cherry Hill, New Jersey. After months of campaigning, sales started to pick up, and identity started to become …show more content…
After Subaru’s marketing campaign in the 90’s, it is a bit easier to target who drives Subaru Outbacks. There are the common stereotypes: Lesbians, people who love the outdoors, hippies — the list goes on. The thing Subaru found interesting, was that most (if not all) of these are true (“How A Revolutionary Ad Campaign Helped To Turn Around Subaru,” King). They played on this, and people began to see commercials full of outdoor adventures, maybe with a homosexual couple in the driver and passenger seat. This campaign, and so many others within so many more companies like this, just shows how the role of marketing is vital in a commodity
This is perhaps one of the most important steps to a company’s success. Subaru, however, is very unique: Prior to the 90s, the company wasn 't really sure who was buying their cars, or who to market to. They saw rugged individuals who love the outdoors, doctors, engineers, families, and lesbians — an identity crisis ensued. Most car companies have a wide range of people buying their cars, Subaru was different: Sales were stagnant, and the company was panicked — something had to be done. Subaru hired a marketing expert to study the best marketing strategies (“How A Revolutionary Ad Campaign Helped To Turn Around Subaru,” King). The U.S. headquarters is located in Cherry Hill, New Jersey. After months of campaigning, sales started to pick up, and identity started to become …show more content…
After Subaru’s marketing campaign in the 90’s, it is a bit easier to target who drives Subaru Outbacks. There are the common stereotypes: Lesbians, people who love the outdoors, hippies — the list goes on. The thing Subaru found interesting, was that most (if not all) of these are true (“How A Revolutionary Ad Campaign Helped To Turn Around Subaru,” King). They played on this, and people began to see commercials full of outdoor adventures, maybe with a homosexual couple in the driver and passenger seat. This campaign, and so many others within so many more companies like this, just shows how the role of marketing is vital in a commodity