Introduction
The selected company for the marketing manager internship position is Subaru Motors. Subaru is a vehicle manufacturing and distribution company committed to building high-quality, sustainable vehicles that positively impact the world. Subaru commits to making the world better by showing respect and love to everyone it interacts with (Subaru Cars, n.d.). This company was chosen because it is a world leader committed to promoting innovation, adventure, and training to its employees.
Four Utilities of Customer Value at Subaru
The four utilities of customer value at Subaru Motors are; first, the companies focus on product development and innovation. Form Utility includes attributes that make a valuable product to its clients (White, 2012). Subaru excels in form utility, converting basic raw materials into functional and aesthetically attractive car brands. The brand also specializes in form utility, ensuring its products are safe.
According to White (2012), time utility entails making products available to customers whenever they want them. Subaru has many vehicles and partners with various global partners who help the Japanese retailer distribute its products. Place utility relates to where customers take ownership of a product and can either add or subtract value in the customer’s eyes (White, 2012).
Subaru’s dealerships help the company to leverage place utility; Subaru also uses outdoor activities such as sports events to market and promote the value of its cars. The final utility of customer value is the ease of possession, where Subaru has made it easy for clients to purchase the cars through various distribution channels.
Twitter Link to Show Subaru’s Unique Selling Proposition (USP)
Twitter link to show USP at Subaru.
Definition of Unique Selling Proposition
A unique selling proposition (USP) is a feature that differentiates a product from its competitors. This value proposition comprises three main components, the first being making a proposition to the client that if they buy a particular product, they will receive a specified benefit (White, 2012). The USP should also be something that other competitors do not offer or have chosen not to offer (Kretschmer et al., 2020). Thirdly, the Value proposition needs to be very compelling and inspire the buyers to act urgently. A value proposition tells customers why a customer should purchase an organization’s product at that particular time.
How USP Is Reflected on the Linked Tweet
The new Subaru Impreza has a unique value proposition where the company categorically states that the product has not yet been seen. The tweet has a link that reveals that the car description shows the 2024 Impreza will be fitted with up to 34 MPG, which has not been seen before. The description also assures clients of safety, revealing that the Impreza shall have upgraded standard eyesight and AI-assisted driving technology. The company also offers USP through the asymmetry of the car provided in the picture, which reveals that it will be a beautiful vehicle.
Analysis of Kotler’s Marketing 3.0 Proposition for Subaru
Subaru’s marketing strategies fit Kotler 3.0 marketing strategies, which propose that businesses should possess deep values that are consistent with the values of their customers in different regions. Subaru has achieved culturally based marketing in a global market by prioritizing sporting events such as the World Safari Rally. Kotler’s Marketing 3.0 is characterized by consumer demands for engagement and collaboration (White, 2012). The company has won the customer’s loyalty through spiritual marketing by creating an engaging and collaborative community for all Subaru users.
Finally, Subaru has driven self-actualization by creating an appealing, purposeful, and adventurous user experience. Subaru treats its customers with respect, is ready for transformative change, focuses on customer segmentation, and prices its products to convey quality.
References
Kretschmer, T., Leiponen, A., Schilling, M., & Vasudeva, G. (2020). Platform ecosystems as meta‐organizations: Implications for platform strategies. Strategic Management Journal, 43(3). Web.
Subaru Cars. (n.d.). Subaru cars, Sedans, SUVs. Web.
White, S. (2012). Principles of marketing. (2nd ed.). Bridgepoint Education.