Students in Whatcom Community College's Principles of Marketing blog about interesting, cutting edge, unique, or creative marketing activities they encounter in their daily lives
I first saw this commercial during a King5 news segment sometime within the last year. The commercial advertises the all new 2014 Subaru Forester, but what they are really selling is "love... it's what makes a Subaru a Subaru". I thought this was an interesting commercial because unlike many car commercials that do overviews of all the cars amenities, this one focused on the point of view of a child growing up. From her first car experiences, to her first word, to her with her friends and just growing up in generally, which is represented really well by her transition at the end of the commercial from the back seat to the front seat. This commercial is more to generate brand awareness than it is to sell the car, Subaru wants you to see that their cars are a family friendly place to create memories, first-times, and love. The target market for the Subaru Forester is moms and parents who want a safe and reliable family car that their kids can grow up with probably middle class, around 30 years old, family focused people who are also somewhat outdoorsy. The camera is constantly glancing to the mom character and showing her faces of delight when she is looking at her daughter in the car. The primary competitor Subaru seems to be just other car companies in general. When I think of "primary competitors" for car companies I think of the rivalries between Toyota and Honda, Ford and Chevy, Mercedes and BMW etc. but I've never noticed a strong, blatant rivalry between Subaru and any other competitor. That being said, I would say that their primary competitors are other mid price range, sporty, outdoorsy, family friendly car models from other companies. Mazda and Volkswagon come to mind. I would consider the 2014 Subaru Forester to be equal to its competitors, especially nowadays when car companies seem to really be pushing and regulating family friendly amenities in their cars, however the 2014 Subaru Forester might actually have some really cool features, but since this commercial was more about creating brand awareness it's hard to tell just from the commercial. Overall, I actually thought this was a really cute and well made commercial and would definitely make Subaru come to mind the next time I think about buying a new car.
Titan Watches produced quite an emotional stir with its ‘Joy of Gifting’ ad
in the online world. Extending its brand proposition ‘The joy of gifting’, the
commercial required to return to the signature melody of Titan Watches and reinforce
the brand’s association with gifting around a simple theme. The target market
between 15 to 45 years old people.
