Subaru xv: A communication and marketing strategy for generation Y

Research output: Contribution to journalArticlepeer-review

Abstract

In 2009, sales in the automotive industry declined. 2010 began much better. In this context, Subaru Chile, a market player with a relatively small market share (Annex 1), decided to introduce a new model: the Subaru XV, a crossover that represented its big wager in the growing SUV market (Annexes 6 and 7). The challenge of launching this model involved a number of aspects. First of all, the market for this type of vehicles was already well developed by such important players as Toyota, Nissan and Renault (Annex 7). Secondly, Subaru needed to aim its commercial action at a new market segment - young people between the ages of 25 and 35 - with whom it was unfamiliar and it therefore had to study their habits and needs and define the most appropriate communication system for this target.
Original languageAmerican English
Pages (from-to)65-80
Number of pages16
JournalInnovar
Volume23
Issue number47
StatePublished - 1 Mar 2013

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