Kate Dai's Blog

Subaru is making itself visible and catching the attention of potential customers through linking it’s SUV the forester to the very cheeky sexy sumo. Hitting the audience with something new, interesting, and out of the blue, Subaru has strayed from traditional advertising strategies promoting benefits and features to simply just making it sound fun and sexy. The sexy sumo will stay in people’s minds and when a Subaru Forester drives by you’ll think of it.

The irony of a Sumo being sexy is funny and entertaining.

Sticking to this strategy, Subaru has gone as far as bringing in one of the advertised Sexy Sumos to the Vancouver International Autoshow this year. Take your picture with the Sexy Sumo and Subaru forester at the autoshow, something very different than what Subaru’s competitors present.

This is recent a clip of a family taking a photo with a real Sexy Sumo at the Autoshow at the Vancouver Convention Center.

I’m sure everyone will now be thinking of a Sumo when they see a Subaru. The awareness and attention is getting out but how will this affect their sales. It is a bold strategy that requires some risk. Simply entertaining and capturing the attention of people isn’t enough to bring in the dollars. It will be interesting to see if the Sexy Sumo can do the job.

Taking comm296, we have learned that determining market segments are essential for companies to develop marketing strategies. Finding the way to reach these segments effectively and efficiently is a crucial factor of a company’s success. The Walt Disney Company is a great example that uses value-based marketing to be successful. 

Disney land, for example, target people of all ages through charging different age groups different prices for entry. Differentiating among the customers is smart because Disney has a broad target market. This strategy matches with Disney land’s vision: make everyone happy and improve the world. Disneyland provides all its customers with unique and entertaining experiences. In addition, having affective family theme related advertisements on TV and magazines are another approach of value-based marketing.  

Recently, Disney has partnered with MasterCard by signing a six-year contract; European MasterCard holders can get discounts in Disney stores, in Disneyland Paris and on Disney films. This new deal shows the segment that Disney focuses on right now is adult. By cooperating with MasterCard, Disney will be able to gain new customers and maintain old customers. This is also value-based marketing because Disney tries to convert new customers to advocates, and it tries to build a stronger network and business adventage by having MasterCard as a partner.  
 
The Walt Disney Company has expanded its existing operations by diversifying into live-action film production, television, travel and online media. Nowadays, it owns and operates the ABC broadcast television network, cable television networks, merchandising division, and eleven theme parks all over the world. Without a doubt, Disney has established itself as a leader of the family entertainment industry proven by an average annual revenue of 36,370 millions for the past five years.