Marketing project

Fuji Heavy Industries LtdSubmitted By :Tanvi Bhatia

AIM of FUJI Heavy industries“ To Satisfy All Our Customersby Striving to Be an Appealing Company with a Strong Market Presence”

OVERVIEWEstablished On July 15, 1953Head Office At 1-7-2 Nishishinjuku , Shinjukuku , JapanPresident is IKUO MORI

Subaru Automotive BUSINESSSince it began automobile manufacturing with the 1958 launch of the Subaru 360, FHI has created numerous distinctive models that have contributed to the development of Japan's automobile industry.The Subaru 360 featured sophisticated packaging- including such aircraft design concepts as monocoque construction and the use of plastic components-along with other innovative and thorough weight-saving technologies. Launched in 1966, the Subaru 1000 incorporated a horizontally opposed engine, one of the most distinctive Subaru technologies, and was also the first massproduced car to employ a front-wheel-drive layout. In 1972, FHI became the first in the world to market an AWD passenger car.Subsequently, Subaru has improved and refined its AWD system, thereby creating a symmetrical AWD system that enables optimal driving pleasure and safety.

Industrial Products companyThe Industrial Products Company develops, manufactures, and markets Robin general-purpose engines as well as products incorporating these engines.The extensive Robin lineup of general-purpose engines includes more than 2,000 models used throughout the world in products that play crucial roles in society, such as construction equipment and agricultural equipment, as well as in mobile generators, leisure products that enrich lifestyles, and a diverse range of other applications.Robin engines undergo extremely rigorous testing to ensure stable performance in the worst environments imaginable—from extreme arctic cold to blistering desert heat as well as rough marine applications—and under severe operating conditions. Robin brand’s distinctive yellow color a powerful appeal.Impressivereliability has also led to the high evaluation of FHI engines used in leisure equipment. The Industrial Products Company develops and supplies all-terrain vehicle (ATV) and snowmobile engines for U.S.-based leisure equipment maker Polaris Industries Inc. In recent years, the company has established a growing presence in North American consumer markets, where it has achieved surging sales of such products as EX-series engines used in generators and high pressure cleaning machines.

Aerospace CompanyFHI traces its beginnings to Nakajima Aircraft Co., Ltd., founded in 1917. Since then, the technologies and spirit of innovation FHI inherited from aircraft operations have enabled the Company to maintain a leading position in the Japanese aerospace industry through involvement in the development and manufacture of diverse types of aircraft. The Aerospace Company’s innovative technologies have made it No. 1 in various business segments, such as in the development and manufacturing technologies for main wings and other structural aircraft components made from advanced composites and other materials as well as sophisticated systems integration technologies for combining the information technologies and flight control technologies of unmanned aircraft.Regarding helicopters, in recognition of FHI’s previous performance, the Japan Defense Agency has made the Company the prime contractor for the AH-64D combat helicopter, and deliveries of this product began during 2006FHI’s solid track record in the area of fixed-wing aircraft includes delivery to the Japan Defense Agency of the first domestic jet, the T-1 trainer, and many other products, including the T-7 primary trainers that are currently in use. The Company is also participating in the projects aimed at concurrently developing, designing, and manufacturing next-generation Maritime Patrol Aircraft and Cargo Transport Aircraft (P-X/C-X).

Eco technologies CompanyThe Eco Technologies Company is helping create pleasant living environments and promote a recycling-oriented society by supplying a broad array of vehicles and equipment used to collect, transport, and recycle waste products. It is also engaged in supplying wind-power systems, which provide clean energy, and various other products that contribute to global environmental preservation.Fuji Mighty sanitation trucks have been collecting refuse for over 40 years, and they enjoy a top market share. Besides striving to provide sanitation vehicles that facilitate waste processing and offer easier operation and improved performance, FHI is addressing a growing range of increasingly difficult environmental protection challenges, such as facilitating the efficient collection and sorting of recyclable waste products, precise sanitation truck management, and vehicle recycling as well as conforming with exhaust emission restrictions. In view of this, FHI and ShinMaywa Industries, Ltd., have undertaken a cooperative project aimed at developing sanitation trucks with top levels of performance in all aspects of operations and that are qualified to become the new standard for next-generation sanitation trucks. The Eco Technologies Company has used FHI’s aircraft-related technologies to develop and market 40kW compact wind-power systems and 100kW midsize wind-power systems, and it is moving forward with the development of 2,000kW large-scale wind-power systems able to meet the power needs of approximately 1,500 households

Product line selectedSUBARU AUTOMOBILE

ORIGIN Of name SubaruThe first president of Fuji Heavy Industries Ltd. (FHI), Kenji Kita, had some definite opinions on the subject of automobiles. "If you're going to build a car, build a full-fledged car." "Japanese cars should have Japanese names." Mr. Kita was ardent about producing passenger cars and was the most passionate of all about the 1954 prototype of the Company's first passenger car, the P-1.Mr. Kita canvassed the Company for suggestions about naming the P-1, but none of the proposals were appealing. In the end, Mr. Kita gave the car a beautiful Japanese name that he had been quietly cherishing in his heart --- Subaru.Subaru is the name of a star cluster in the Taurus constellation. Six of its stars are visible to the naked eye, but about 250 bluish stars can be seen if one uses a telescope.In the West the cluster is called Pleiades, in China, Mao, and in Japan, Subaru ("to govern" or gather together"). In Japan, it also goes by the name Mutsuraboshi ("Six Stars"), under which title it appears frequently in very old Japanese documents such as Kojiki and Manyosyu and literature such as Makura-no-soshi. Clearly, this is one of the clusters much loved by the Japanese from ancient times. Interestingly enough, FHI was created by the merger of six companies, so you can see what a truly evocative name Subaru is.

Entirely Comfortable with Its Orientation: Subaru’s Successful History of Gay/Lesbian Integrated Marketing Communications

“Companies can’t just throw one ad at gay consumers and think they’re done.”– Mike Wilke, Founder and former Executive Director of Commercial Closet Association

Subaru’s Innovative marketing strategyAd spending in gay media more than tripled between 1994 and 2007 ($53 million to $182 million)

Companies across several industries market to gays/lesbians, yet few total companies overall

IKEA (1994), AT&T (1994), Mazda (1994), and John Hancock (2000) receive conservative backlash for their ads

Gay automotive advertisements:

Saab first to advertise to gays/lesbians in 1994

VW fourth  1997Subaru Company overview1917: Nakajima Aircraft Co., Ltd. founded1953: Fuji Heavy Industries (FHI) created 1958: Subaru of Japan founded1968: Subaru of America founded

Subaru Company overviewSubaru today:

Headquartered in Cherry Hill, NJ

Led by Yoshio Hasunuma: Chairman, President, & CEO

2008: 2.2% of U.S. market share

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