Media - Fortune PR

Confidence In Motion
Strategic Communication Proposal
Executive Summary
1.
2.
3.
4.
5.
Indonesia automotive overview
SUBARU update
Testimonials and result of Media Perception
Research on SUBARU
Strategic Communication & Media Relations
Media Monitoring
About Subaru
1958 – 1966
• Subaru is the automobile manufacturing division of Japanese transportation conglomerate Fuji
Heavy Industries (FHI).
• Subaru's first production car, the Ladybird, was introduced (Rear Engine and Rear Wheel Drive).
It was well received due to its affordability, design and performance.
• Subaru advances on its engineering abilities and Subaru 1000 was introduced. This was the first
car with Boxer Engine and Front Wheel Drive (exclusive combination)
Purpose
• Aiming to be a major global player in the twenty-first century, FHI creates and develops
innovative products by taking a pioneering stance while respecting tradition. The Company's
approach to technology involves freethinking, flexibility and unfailing enthusiasm
• Subaru's range includes the Forester, Legacy, Outback, Impreza, Impreza Sports Wagon,
Impreza WRX and the Impreza WRX STI. Collectively, they have been known to be "driver's"
cars offering superb handling because of its All-Wheel Drive technology built into every model
Achievement
• Subaru is the fastest-growing mass market in the U.S. for 2008 – 2010. Their unit sales exceed
those of such better-known brands as BMW, Lexus, Mazda, Volkswagen (Source: Business Week
2010)
Corporate Value
INNOVATIVE
FLEXIBILITY
RELIABLE
TECHNOLOGY
FREETHINKING
PIONEERING
STANCE
RESPECTING
TRADITION
One of the most recognized car brands today for its engineering, design, functionality, safety and quality
Source: http://www.motorimage.net/ID/aboutus/subaru.php
The Brief
Conducting a research on media’s perception about SUBARU
SUBARU PR Campaign 2013 including:
-Media Test Drive Bali : 26 - 28 February 2013
-Launch New Forester : June 2013
-Other impactful PR activities
Goals & Objectives
Reputations Management Goals
• Managing Subaru identity &
perception about the brand and
corporate
• Building confidence about the brand
• Increase Brand Credibility
• Solution to resolve negative PR
achievement
Strategic
Counseling
Media
Relations
• Strengthening and promoting
positive image through media
• Assisting in developing the
emotional bond between the brand
with media & consumers
• Building and nurturing professional
relationship with media, stake
holder and peers
• Increasing Media Support
Target Audience
 Sharp-witted
 Future and value oriented
 High mobility
 Not buying things, but
experiences
 Automotive lover
 Relatively upscale buyer
who values freedom and
frugality
SES
Primary
General
: A+, A-B
: unisex, 27-45 y.o
: unisex, 20-27 & 46-55 y.o
Adventurous, mature, stylish, sporty,
fun, vibrant, sociable, outgoing
Indonesia Automobile Market
Source: inpa-exhibition.net
Why Indonesia?
4 factors are set to propel Indonesia’s vehicle demand in future
1 Shifting income demographics
2 Emergence of new growth sectors in economy
▪
Rising income – 12% nominal CAGR on
GDP/capita (since 2000)
▪
Construction segment expected to explode with road
construction and coal mining picking-up
▪
Rapid urbanisation – 55% in 2009 as compared
to 31% in 1990
▪
New retail formats (convenience stores, large
formats) to drive CV sales
▪
Young buying population – 60% population (out
of 240 million) less than 30 years age
▪
Huge gas reserves found – expected to push retail
LPG usage thereby driving CV sales
3 Shifting consumer preferences
4 Government actions
▪
Shift of consumer preference towards smaller
cars (hatchback)
▪
▪
7 million motor cycles are sold every year – they
can move up the value chain to owning cars
Fuel prices expected to de-regulate in 2012 (from
current 45 cents/litre) – this will lead to small car
demand
▪
7.2 million households in the USD 1,000-3,000
per annum income range (just below car buying
range)
Government looking to harmonize import duties (0%
ASEAN, 10% CKD, 40% CBU). Special concessions to
India under the AIFTA.
▪
Lowering of duties for Low Cos Green Car program
▪
Indonesian Automotive
The market leader of
Indonesian
automotive
market is Toyota, with their
target sales more than 36%.
That number is recorded in
the first semester of 2012,
which is 202.529 unit (37.8%)
from the total domestic
automotive market which
reached about 530.000 unit
Source: lipsus.kontan.co.id
Indonesia New Car Market
LOW SUV
Medium
Sedan
Source: lipsus.kontan.co.id | Period: January – July, 2012
Auto Industry Current Issue
No.
Issue
No.
Issue
1 The Decrease in Sedan Car Market
13 Car Sales Up, Fuel Subsidy Getting Heavier
2 City Car Rule the Market
14 PPnBM of CKD Cars should be Descended
3 The Increase of UMP Affects Car & Motorcycle Industries
15 Consumer Protection Against Imitation Products
4 Electric Cars
16 The Enhancement of Spareparts / Foreign Parts
5 Makassar Automotive Exhibition
17 Gakindo Targeting Car Sales Growth of 10% in 2013
6 Added Subsidized Fuel Quota
18 The Signing of Indonesia - Australia Partnership
7 Indonesia Automotive Industry Developed Significantly
19 Surabaya Automotive Exhibition
8 LCGC Potential
20 The Community is Prohibited to Buy Premium Gas
9 Mercedes Benz for Premium Taxi
21 Cheap Cars Regulation
10 APM Expansion Increase Automotive Industry Competitiveness
22 Cheap Cars Market
11 The Increase of Fuel Price
23 MPV dominance
12 The Increase of Car Price (due to the cost of production)
24 Hybrid Regulation
Period: November 2012
Early Report | 2012 | October | GAIKINDO
2 0 12
DAIHATSU
Aug
Sep
Oct
2 0 12
2 0 12
2 0 12
11296
13608
14018
Y TD
134231
S ha re
'2 0 12
S ha re
Sep
Oct
Y TD
Aug
Sep
Oct
2 0 12
2 0 11
2 0 11
2 0 12
2 0 12
2 0 12
S ha re
'2 0 11
103%
105.50%
117.50%
14.70%
14.40%
13.90%
Y TD
14.90%
TO T
15.40%
BMW
155
224
188
1788
83.90%
142.40%
143.20%
0.20%
0.20%
0.20%
0.20%
0.20%
ISUZU
2191
2764
2768
27025
100.10%
102.80%
115.90%
2.90%
2.90%
2.70%
3%
3.20%
17
41
18
250
43.90%
128.60%
163.40%
0%
0%
0%
0%
0%
25857
32928
32052
328213
97.30%
102.90%
121.10%
33.70%
34.90%
31.70%
36.50%
35.30%
225
249
206
2863
82.70%
60.40%
113%
0.30%
0.30%
0.20%
0.30%
0.30%
39741
4 9 8 14
49250
494370
98.90%
10 3 . 4 0 %
119 . 9 0 %
5 1. 8 0 %
52.70%
48.70%
55%
54.50%
PEUGEOT
TOYOTA
UD TRUCKS
Astra
Inte rna tiona l
CHERY
SUZUKI
VOLKSWAGEN
VOLVO
Indomobil
Source : GAIKINDO
Compa rison vs.
25
19
11
187
57.90%
81%
0%
0%
0%
0%
0%
10125
13311
14015
101486
105.30%
160.70%
139.80%
13.20%
14.10%
13.90%
11.30%
10.20%
89
73
92
828
126%
146%
157.70%
0.10%
0.10%
0.10%
0.10%
0.10%
1
10 2 4 0
0
3
20
75%
222.20%
0%
0%
0%
0%
0%
13 4 0 3
14 12 1
10 2 5 2 1
10 5 . 4 0 %
16 0 . 7 0 %
13 9 . 8 0 %
13 . 4 0 %
14 . 2 0 %
14 %
11. 4 0 %
10 . 3 0 %
AUDI
31
36
38
340
105.60%
158.30%
130.30%
0%
0%
0%
0%
0%
CHRYSLER
39
52
49
448
94.20%
28.50%
61.60%
0.10%
0.10%
0%
0%
0.10%
FAW
13
43
99
286
230.20%
0%
0%
0.10%
0%
0%
1025
1274
1346
9429
105.70%
90.50%
68.20%
1.30%
1.30%
1.30%
1%
1.80%
9
5
13
134
260%
65%
107.20%
0%
0%
0%
0%
0%
108
114
79
945
69.30%
90.80%
110.10%
0.10%
0.10%
0.10%
0.10%
0.10%
FORD
FOTON
GEELY
GENERAL
MOTORS
325
411
411
4146
100%
128.80%
110.30%
0.40%
0.40%
0.40%
0.50%
0.50%
HINO
2303
3066
2773
27826
90.40%
116%
136.40%
3%
3.20%
2.70%
3.10%
2.90%
HONDA
4865
6236
8406
48604
134.80%
203.40%
115.70%
6.30%
6.60%
8.30%
5.40%
5.50%
364
389
430
5291
110.50%
83.80%
122.60%
0.50%
0.40%
0.40%
0.60%
0.60%
3
7
2
40
28.60%
66.70%
90.90%
0%
0%
0%
0%
0%
830
951
900
11388
94.60%
118.90%
224.30%
1.10%
1%
0.90%
1.30%
0.80%
HYUNDAI
JAGUAR
KIA
LANDROVER
LEXUS
MAN
MAZDA
MERCEDES BENZ
MINI
6
4
5
50
125%
125%
111.10%
0%
0%
0%
0%
0%
56
66
53
559
80.30%
64.60%
152.70%
0.10%
0.10%
0.10%
0.10%
0.10%
0%
14
24
30
274
125%
75%
90.70%
0%
0%
0%
0%
857
1190
1683
9651
141.40%
175.70%
130.40%
1.10%
1.30%
1.70%
1.10%
1%
311
366
354
3976
96.70%
92.70%
100.80%
0.40%
0.40%
0.40%
0.40%
0.50%
0%
0%
0%
0%
0%
137.20%
112%
12.60%
11.80%
15.50%
13.30%
14.50%
26
30
30
289
100%
MITSUBISHI
9666
11130
15666
119078
140.80%
NISSAN
5707
5734
5202
56519
90.70%
86.60%
122%
7.40%
6.10%
5.10%
6.30%
6.40%
PROTON
125
96
146
2234
152.10%
102.80%
163.10%
0.20%
0.10%
0.10%
0.20%
0.20%
SUBARU
39
23
36
230
156.50%
211.80%
111.70%
0.10%
0%
0%
0%
0%
O THERS
26722
3 12 4 7
37751
3 0 17 3 7
12 0 . 8 0 %
13 0 . 4 0 %
117 . 10 %
34.80%
3 3 . 10 %
37.30%
33.60%
35.20%
TO TAL MARKET
76703
94464
10 112 2
898628
10 7 %
118 . 5 0 %
12 0 . 9 0 %
10 0 %
10 0 %
10 0 %
10 0 %
10 0 %
Latest News About Subaru In
Indonesia
“Focused on Big cities,
such as Bali, Batam
and Surabaya. And will
be extended to smaller
cities such as Jambi,
Pontianak, etc”
“Currently have
22 networks, and
next year we will
add 11 new
network in
Indonesia”
If the volume of sales in
Indonesia is high, it is
possible we will build a
factory in Indonesia. But
this is not in the short
term, this could have been
the next 5 years
Source: Detik.com | Period: 5th December, 2012
Latest News About Subaru In
Indonesia
“Subaru still gives
priority to
performance,
comfort, and
safety in vehicles”
Source: Detik.com | Period: 6th December, 2012
Summary Media Monitoring
on Subaru
Period: 10 Oct – 10 Dec 2012
Period: 10 Oct – 10 Dec 2012
Share of Voice Subaru in Media
Period: 10 Oct – 10 Dec 2012
JOURNALISTS
INSIGHT
Testimonials
Adit PS - Editor in Chief Auto Expert, Car & Tuning Guide, Motor
•
•
Perception
They have good products.
Image brand: a good car manufacturer but only for segmented customer. Mostly
well-known for their experience in Rally . Although they have been around for
years but the rally image is still attached.
The relationship with media :
Not to close. The management is difficult to approach and to be reached . I think
the way they handle the media is not good enough.
Kang Odeng – Editor in Chief Tabloid Otomotif
•
•
Perception
Known for its involvement in the rally world certainly reflected to the performance of the
product. From the product segmentation: premium and very niche.
The relationship with media :
Not so close, not or has not been considered as a big brand. Still smaller brand compared
to BMW, Mercedes even MINI. Mere formality. Not in priority. Would be nice if the can
disseminate more info about them
Testimonials
Mia Apilia – Editor in Chief Good Housekeeping
•
•
Perception
Subaru is premium automotive brand , they produce sports car but I think they
can expand to family car segementation.
The relationship with media :
Never been invited by Subaru. Would love to discuss any editorial opportunities
with them.
Syubhan Akib – Automotive Journalist of detik.com
•
•
Perception
Good. But lack of Subaru’s product knowledge among people . Always perceived as
a premium brand.
The relationship with media :
Good relationship. But they seldom release updated info about their business . I
think their PR agency did not develop a good media bonding so it is the task for
Subaru’s management to develop and maintain a good relationship
Testimonials
Maftuh Ihsan – Automotive Journalist of Bisnis Indonesia
•
•
Perception
Until now, my only source for Subaru’s information is only IIMS 2012, not to many news
coverage on Subaru but I think Subaru is one of great car brands.
The relationship with media :
I have never been contacted directly by Subaru until now
Chongky - Motor Photographer
•
•
Perception
Great but expensive cars, but lacks of loyal customer.
The relationship with media:
Very good, I have been 2 times to their test drive
Testimonials
Zaldy - Otoblitz Producer
• Perception
Expensive. The sports technology that they adopt is
highly sophisticated.
• The relationship with media:
Not so close.
SWOT Analysis
S
O
1. four-wheel drive vehicles
2. Advanced engine technology called Boxer engine
3. Won many prizes in the World Rally Championship
4. Made first ECVT (electronic continuously varying
transmission) which was a very advanced transmission
system
5. Recognized as high-technological, high-performance
brand
6. Its recognition is a brand not as individual models
1. Indonesia as emerging automotive market with
significant sales potential
2. The rapidly growing numbers of middle class
consumer in Indonesia who continuously look for
comfortable vehicle
3. Various marketing opportunity through unexplored
medium, like online
Based on limited desk research and media survey
1. Recognized as rally car producer than a
passenger or daily use vehicles
2. Absence from emerging markets like India,
Brazil
1. Many major brands have products that offer
similar benefits
2. Less awareness in customers other than the
target group
3.Inability to move towards more fuel efficient
products which are going to be major growth
4. Government effort to produce National Car
which affordable to lower class income
consumers, will stimulate potential restrictions
for CBU & CKD and other A segment car
5.Progressive tax Government Regulation
W
T
C O N S U M E R
B U S I N E S S
Target Market:
• Adventurous, mature, stylish,
sporty, fun, vibrant, sociable,
• values freedom and frugality
• Buying experience, not only
buying things
• Indonesian can afford purchase
luxury cars, which have become a
symbol of prestige and
achievement
•Smarter and more aggressive
customers who demand inspiring
driving experience
Competition:
•Most competitors are innovative
both in their products and
marketing strategies: Pajero sport,
CRV, X-Trail, Tucson, Fortuner
•Competing against automotive
brand that has been established
for more than 40 years in
Indonesia: Toyota & Honda
• To change people’s perception
from rally car to daily use car
Situation
What situation we need to
change?
Value:
Fun, freedom, adventure,
confidence and control
Argumentation:
Vehicle that gives you
engineering excellences that
generated because of
commitment to provide both
enjoyment and peace of mind
Talk value:
• WRC that delivers
outstanding level of
comfortableness
• Subaru’s aim to continue
evolving, in order to offer
even more customers new
ways to enrich their lives
Brand Essence:
“Confidence in Motion”
Benefit:
Providing durability and high
performance vehicle
to explore and to reach more
in their life
Discriminator:
More than just a means of
simple transportation
Solution
How does the brand provide solution?
i-DEA
Enriching life through a
uniquely satisfying
SUBARU experience
Business Result:
• Generating positive
coverage of the brand
and products in media
• Strong emotional bond
with Indonesian media
• Increasing sales call
inquires
Expectation
What is our expectation
toward this campaign?
Increase
product
credibility
Corporate Profiling
Lifestyle Profiling
Communications Approach
Increase
company
credibility
Communication Strategy
Present and build
direct awareness
All-platforms
accessible
Educate
• Strong presence for bold
visibility, top of mind
awareness building
• Media – Social Media–
Online – On Ground
• To become customer’s
preferred choice because
of Subaru’s USP
Engage
Endorse
Issue
• To create meaningful
Subaru experience
• To build credibility by work
together with influencers
• That relates and touches
Newsworthy Angles
Subaru has evolved into one of the most recognized car
brands
Subaru’s opportunities in Indonesian SUV market
Subaru infrastructure development
The new Forester is bigger than ever and offers a better
range of choices in driveline terms.
Action Plan
A. Creating
Awareness
B. Strategic
Counseling
C. Gaining
Credibility
D. Building
Relationship
E. Maintaining
Relationship
F. Increase
Credibility
•Media Teaser
•Media Feeding
•Media Gathering/
Press Conference
•Media Training &
Key Messaging
Workshop
•Consumer
Engagement
Strategy
Development
•Article Writing
•KOF Writing
•Celebrity
Endorsement
•Exclusive Interview
•Media Visit
•Media Workshop
•Endorsement
Opportunity
•Journalist Writing
and Photo Contest
•Media Bonding
•Press Release
Distribution
•Corp. Press
Conference/Media
Gathering
•Subaru Media Club
•Article writing
•KOF article writing
•Exclusive interview
•Subaru at IIMS
2013
Media Teaser
Giving chocolates as a gift means that you consider the person who will
receive it as very special - just like royalty and you would like him or her to
have warm feelings towards you. We will send chocolate to all media in our
Media List as a token of appreciation for their role in developing our
business.
We will also distribute Subaru Die-cast for
Chief Editors
Media Training &
Key Messaging Workshop
Media Training & Messaging Workshop
Proposed Spoke
Person: Putra
Activity:
Target
Nababan (Metro
media:
Key Person:
One day workshop to
TV), Tenik
provide insight from Automotive, Subaru Executives
Hartono
Business,
media for Subaru
and Marketing (AyahBunda), Dwi
Sport,
executives, as well as
team
Sutarjantono
Lifestyle,
developing message
(Esquire), Alfito
Fortune PR
Woman,
strategy for the
Deannova Ginting
Men, Family
whole year
(TV One)
Kick Off - Media Tour to Bali
Objective
• To gain public attention about Subaru in
Indonesia
• To stimulate and get positive response from
public through media
• To strengthen Subaru’s brand image as travel
expert of Indonesia’s destination
Concept
• “Undiclosed Trip” Bali
• Agenda: Journalist Road Trip/Test Ride to
popular tourism destination, Launching of
Subaru Media Club
Target Media
• 50 Key Influential Media (Newspaper,
Magazine, Online, TV)
Kick Off - Media Tour to Bali
Invitation
Unique invitation in the
form of passport with full
of question?
Depart from
Jakarta (to
undiscovered
destination)
Arrived at Bali–
Checking in at
W Hotel
Seminyak
Adventure
Treasure Hunt
Dinner
Back to
Jakarta
Ended with
Journalist Writing
Competition Kick
Off
Subaru Media Club
Privilege Card For Journos
• Discount on more than 97 merchants:
Hotel, Resorts, Café, Restaurant,
Entertainment, Venues, Retails, and
insurance, Hobbies, Lifestyle, Education
and Training.
• Monthly Newsletter
• Subaru original merchandise
Forester Adventure Launch
CONCEPT
• A launching event that will solidify Subaru Brand
Value: Fun, freedom, adventure, confidence and
control
• To create a perception that every Subaru is a
masterpiece
• Combining the art thinking and technology with
roundtable setting seated and visceral driving
experience as a visual extravaganza
• Creating a high-tech adventure ambience with the
support of outstanding multimedia presentation
• Element: Press Conference & Talk show
• Proposed venue: Ritz Carlton SCBD / Keraton Hotel /
Thamrin9
Target Media
• 70 Key Influential Media (Newspaper, Magazine,
Online, TV)
Forester Adventure Launch
Photo Hunting & Styling Contest
Activity:
Photo
journalist
gathering
with models
to an exotic
photo
location
Objective:
To provide
Subaru
experience
to the
photo
journalist/bl
ogger
Destination
:Kampung
Sampireun
Target:20 –
30 media
FORESTER STYLE CONTEST
Activity: Inviting Fashion Editor/Stylist from
lifestyle media to create fashion page/spread
with SUBARU. The winners will be exhibited
during FORESTER Fashionista Party
Objectives: To increase visibilities on media
To establish SUBARU’s status as
The Icon of Style
Media Bonding –
FORESTER Fashionista
Objective
• To maintain relationship between Subaru, media and potential
client
• To establish Subaru’s Premium Status
• To provide brand experience for the Audience
• To gain more media exposure about Subaru
Concept
• “SUBARU Cocktail Party – Confidence in Motion”
• Ideas: Fashion Cocktail parties to celebrate notable fashion
designer that carrying similar values with Subaru
• Fashion show Didiet Maulana/Didi Budiardjo
• Proposed venue: Hotel Mulia/Hotel Dharmawangsa
• Free flow cocktails & wine
• A private party
Target Audience
• 70 Key Influential Media (Newspaper, Magazine, Online, TV)
• Public figure/fashion icon
• Community/Socialite
Social media
Engagement
Subaru media
Center
Exclusive
Interview
Test drive
Monitoring
Social media
engagement
Maintenance
Media
Invitation
distribution
Press
conference
Post Event
Press release
distribution
Event
Pre Event
Subaru IIMS 2013 Program
Press release
distribution
Social media
engagement
Monitoring
Subaru IIMS 2013 Program
NO
ACTIVITY
1 IIMS Stall Launch & Unit Viewing Moment Indoor
REMARKS
2
Subaru Workshop
Indoor - Model Provided
3
Exclusive Test Drive for Forester & BRZ
Pondok Jagorawi Golf
4
Subaru Workshop
JI-EXPO Function Room
5
Subaru ECVT Workshop
JI-EXPO Function Room
6
7
Exclusive Interview with Subaru Executive at CEO Cabin - Broadcast Media
Exclusive Interview with PT Motor Image
Indonesia
at CEO Cabin - Radio
8
Blogger Visit & Gathering
at Subaru Booth
9
Press Night & Corporate Website Launch
at Fable Lounge, SCBD
10
Announcement Photo & Article Winner
at Subaru Booth
11
Marketing & Media Engagement
at Subaru Booth
MAINTENANCE
Media Feeding
• Release distribution to all media outlets periodically
• Regular Video News Release (VNR) & Press Kit Distribution
to all media nationwide and overseas in our Media List
• To build the awareness and image of Subaru
• To increase Subaru visibilities in all targeted media and to
engage with new media contact
• To improve the capacity of Indonesian journalists to write
comprehensive and professional news stories on Subaru
related topics
• To maintain good relationship with the media and to
provide them better understanding about Subaru
Media Visit
Target Media : KOMPAS GRAMEDIA GROUP
(Magazine & Newspaper team), MNC Group &
Berita Satu Group
Objective:
•To maintain good relationship with the Media
•To introduce and build a deeper understanding of
Subaru as corporate and its services
•To explore collaboration opportunities between
Media and Subaru Indonesia
Agenda:
TBC 2013
TBC 2013
Target
To introduce
Subaru
Indonesia as
a corporate
and their
line of
business
Agenda
Half day
seminar to
educate the
media about
Subaru
product and
services in
Indonesia
Objective
Activity
Media Workshop
Automotive
and business
journalist
from
25 media
JWC & JPC
JOURNALIST WRITING & PHOTO COMPETITION
Inviting Journalist to participate in Journalist
Writing and Photo Contest to maintain the
exposure post-launching event.
The Journalist should upload the screen captured
or scanned article
Activity: Writing Contest for daily, weekly and monthly
journalist during SUBARU launching periods
*to be decided
Exclusive Interview
Activity
Objective
• Exclusive
Interview
with target
media
partner
• To build more
awareness on
Subaru
Indonesia
• To provide indepth
information
about Subaru
Indonesia
Agenda:
TBC 2013
Target Media:
tbc
KOF Writing
 Article by Key Opinion Leader to build credible messages about Subaru in leading
automotive and business publication
 Proposed KOF : Octo Budiarto (Editor in Chief AUTOCAR Indonesia), Danang Arradhian
(Koran SINDO), Maftuh Ihsan (Bisnis Indonesia), Dwi Sutarjantono (Esquire)
 *Others will be furnished upon request
Media Gatherings
Launch Subaru newest
product, program, policy,
business performance,
new showrooms
Inviting 35-75
Automotive, Business,
Sport, Lifestyle, Woman,
Men, Family
Conducted in Five stars
venue in Jakarta (venue
can easily accessed by
journalist)
Topics
Product
launch
Business
performance
Additional
Article Writing /
Celebrity Endorsement
Article
Writing/
Sponsor Page
/ Advertorial
• Activity:
• Collaboration with media to
create article or pages about
celebrity who are using Subaru
• Product endorsement in various
editorial opportunities
• Target : Lifestyle Media
Sample of Sponsored
Article / Advertorial
Suggested Celebrity Endorser
• Winky Wiryawan & Kenes Andari
• Angga Maliq & Melanie Putria
• Wulan Guritno & Adila Dimitri
Endorsement Opportunity
Subaru should become a “lifestyle trend-setting product”, therefore in
co-branding, it will be associated with other lifestyle brands
We will engage other brands with similar mission, attractiveness &
target audience with Subaru
Ideally, the brands should also has the same personality and similar
values with Subaru brands
With the endorsement, Subaru is expected to develop better
engagement with potential consumers as well as media
Suggested of Endorsement
Partners
Media
• Indonesian Idol
Entertainment
• Miss World 2013
• Java Jazz
• Sundaze
CSR
• Teluk Jakarta Bersih
• Women with Drive
*Endorsement opportunities will be explored further
Various Media Engagement
Opportunities
One on One Preview
• Opportunity for journalist to borrow Subaru
product and write about it on the media
Technical Deep Dive
• Test Drive for every product launch
• Journalist workshop on Subaru Motors
Technology
Journalist VIP Treatment
• VIP treatment for journalist on consumers
engagement event e.g: Media Center at IIMS
2013
Plant Visit
*to be decided
Tactical Program
Objective
• To maintain relationship between Subaru and customer
• To get more exposure
Concept
• “Impreza Story Telling”
• “Subaru puzzle”
• “Modification Design”
• Ideas: Creating story about their experience when driving
a Subaru models, Creating design modification for
Subaru, to assemble puzzle in 5 minutes.
• Messages: Confidence in motion
• Period:
• Prizes:
Target Audience
• 25 – 45 y.o
• Male/Female
Media List
No
Media
National Newspaper
1 Bisnis Indonesia
2 Indopos
No
Media
Regional Newspaper
No
Magazine
Media
22 Analisa
42 Area
23 Bali Post
43 Business Review
3 Indonesia Finance Today
4 Investor Daily
24 Harian Semarang
44 Cosmopolitan
25 Lombok Post
45 Djakarta! Magazine
5 Jakarta Globe
6 Jawa Pos
26 Radar Semarang
46 Esquire
27 Surabaya Post
47 Event Guide
7 Jurnal Nasional
8 Kompas
28 Warta Jateng
48 Female
Tabloid
49 Gatra
9 Kontan
10 Koran Jakarta
29 Bintang
50 Marketeers
30 NOVA
51 Marketing
11 Koran Tempo
12 Media Indonesia
31 Otomotif
52 MIX
32 Wanita Indonesia
53 Reader Digest
13 Neraca
14 Rakyat Merdeka
Automotive Magazine
54 Sindo Weekly
No
Online
Media
No
Television
Media
59 antaranews.com
60 beritasatu.com
73 AnTV
61 detik.com
62 finroll.com
75 Jak TV
63 ghiboo.com
64 indopos.co.id
77 Metro TV
65 inilah.com
66 kapanlagi.com
79 SCTV
67 kompas.com
68 okezone.com
81 Trans 7
69 republika.com
70 tempo.co
83 TV One
71 tribunnews.com
72 vivanews.com
74 DAAI TV
76 Kompas TV
78 RCTI
80 Sindo TV
82 Trans TV
Radio
84 Bens Radio
33 Asco Maxx
55 SWA
15 Republika
16 Seputar Indonesia
34 Autobild Indonesia
56 Tempo
86 Lite FM 105.8
35 Autocar
57 Venue
87 Pas FM
17 Sinar Harapan
18 The Jakarta Post
36 AutoExpert
58 Warta Ekonomi
88 Radio Cakrawala
37 Car & Tuning Guide
89 Radio Sindo
19 The President Post
20 Tribun
38 Gatra Cars
90 RRI
39 HIN Magazine
91 Smart FM
21 Warta Kota
40 MobilMotor
92 Sonora FM 92,0
41 Motor Trend
85 Gen FM
Timeline
Months
Activities
Jan
Media teaser
Media Training & Key
Messaging Workshop
Kick Off - Media Tour to Bali
Subaru Media Club
Forester Adventure Launch
Photo Hunting & Styling Contest
Media Bonding Forester Fashionista
Subaru IIMS 2013 Program
Media Feeding
Media Visit
Media Workshop
JWC & JPC
Exclusive Interview
KOF Writing
Media Gatherings
Article Writing/
Celebrity Endorsment
Endorsment Opportunity
One on One Preview
Technical Deep Dive
Journalist VIP Treatment
Tactical Program
Feb
Mar
Apr
May
June
July
Aug
Sept
Oct
Nov
Dec
Digital Analysis & Monitoring
by Awesometrics
61
62
63
Awesometric Report
Your FORTUNE PR contact:
Imbang Putra Panilih
imbang@fortunepr.com
+6281285322656
Aubrey Siahainenia
aubrey@fortunepr.com
+62811930202