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Marketing and Brand Development: Car Models - Case Study Analysis

Subaru has six basic models namely the Impreza, Impreza WRX, Legacy, Outback, Forester and Tribeca. There are several models in each of these basic models with the Impreza having 7 sub-models of different price range, the Impreza WRX has five models, the Legacy has seven models, the Outlook has five models, Forester has six and the Tribeca has three sub models.

The Toyota is a world renowned company and has several models including the Yaris, Corolla, Matrix, Camry, Camry Solara, Prius, Venza and Avalon in the car segment while there are about seven models in the SUV Van section. Additionally, the company also has three models in the Hybrid car section.
Companies have so many different models and brands because they need to cater to varied clients with distinct needs and requirements, in order to maintain brand loyalty while attracting new customers, by creating “niche markets for different variants” depending on the functional needs of their customers (Kidd, Case study 2). For instance Subaro Foresters are popular among senior adults who use cars for transportation purposes (Kidd, Case study 2).

Car companies target various market segments depending on the age and requirements of their clients which include clients belonging to three distinct phases of the life cycle. The “young-driver segment” which includes primarily the youth is the segment with individuals who buy cars for themselves, specifically for their personal use. The second segment includes “middle-aged” married men usually with children and families and need to consider several aspects such as space, design and functionality before buying a car.

Promoting a Brand

Car racing and rallying championships are organized by car companies like Toyota and Subaru, primarily to popularize their brands and attract more young customers and clients belonging to the young adult segment of drivers. By doing so, car companies target new clients and get them to become brand loyalists while retaining previous loyalists as they enter different market segments of middle age and senior adulthood. Through car rallies, car companies have the opportunity to popularize the performance and speed of their respective cars among a greater target audience and gain media attention which rates cars according to features performances and functionality, as compared to the prices. Car championships also provide a means of socialization to motor sports lovers and members who can avail of discounts from companies in addition to other benefits from such as “preview nights” (Kidd, Case study 2). These rallies, championships and clubbing facilities enable companies to attract and retain clients in order to establish and maintain brand loyalty.

The overall generic strategies used by the Subaru and the Toyota pertaining to product quality and attributes are more or less similar in design. The Subaru relies on road tests powered by the media like ‘The Australian newspaper’ to focus on the features and the competitive prices of their brands so that prospective customers can compare similar vehicles and decide in favor of it. Similarly, the Toyota also ensures top positions in the score card of the RACV publication of ‘Australia’s best cars of 2007’ based on its features, value with regard to its price, the design and functionality of the car in addition to its popularity “on the road”. Media attributes like the RACV also have substantial information about successful companies like the Toyota, through a detailed revelation of their total rankings with regard to sales figures of the company evaluated with regard to top competitors.