2010 Subaru Outback
Agency: DDB Canada
Section I – BASIC INFORMATION
Business Results Period in Consecutive Months October 2009-April 2010
Start of Advertising/Communication Effort: October 10, 2009
Base Period as a Benchmark: October 2008 – April 2009
Geographic Area Covered: Canada
Annual Budget Range: $3 – 4 million
Section II – SITUATION ANALYSIS
a) Overall Assessment
Outback had historically been a key model in the Subaru lineup, accounting for 28% (4,300 cars) of total Subaru unit sales in 2001. Since then, it had been in major decline, selling just over 2000 units in 2008. Outback...