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The
Barloworld Subaru sponsorship has allowed us to participate
in The Cape Epic 2006. We believe that with our Subaru
mountain biking sponsorship we will be able to
give back double the value of our sponsorship. Sponsorship
is not just about giving or getting money. Its is a two way
street that involves a mutually beneficial relationship.
Sponsorship does not only mean TV exposure or mass media and
is not limited to professional teams and riders. Personal
references and word of mouth are some of the most subtle yet
influential marketing tools available to all of us
The
Fit
Mountain biking conjures up images of travel, adventure,
freedom and individualism. Mountain Bikers are usually
outdoor, sporting, adventurous people. They tend to be more
individual and free thinking which is why they choose an
activity like mountain biking which offers something
different and challenging. Travel and weekends away are
crucial parts of the mountain biking lifestyle. This is
clearly evident from the excellent attendance at events
which take place countrywide.
The
social aspect of mountain biking is also an important part
of the lifestyle. The nature of the events and the
activities means that a great deal of time is spent
socializing - discussing everything and anything related to
mountain biking from health, to cars and bike carriers, to
accommodation. Personal experiences and recommendations from
friends are all important.
Mountain
bikers like other cyclists are very keen on equipment, specs
and technology. Choosing a bike and equipment is an
important process which involves comparing specs, models,
performance and so on. With fairly high average incomes
these individuals spend large amounts on technology. This
also extends to their motoring requirements which are
greater than those of the average motorist. Special
requirements to suit lifestyle, like functionality and
technology, means that mountain bikers are thinking car
buyers.
The
Plan
The mountain biking lifestyle has a great fit with the
Subaru Forester and Outback lifestyle brands. Mountain
bikers are actively living this lifestyle and are
continually looking for ways to enhance this lifestyle.
Being passionate and dedicated mountain bikers who are part
of this community, and live the lifestyle,
gives us great insight and access to this group of
people. Our sponsorship proposal aims to tap into the
lifestyle needs of mountain bikers and to expose them to the
Subaru brand in ways that they can identify with, and relate
to. The elements of our plan are aimed at using the Subaru
brand to address the following needs:
·
Sense
of travel and adventure
·
Socialising
and recommendations
·
Technology
and equipment
Since
the Cape Epic is such a huge event, our preparation will
take almost a full year. We plan to use this entire run up
to the event as well as a period after the event to give
exposure to Subaru.
The Brand
In the city or way out beyond, the driving environment can
change suddenly or unexpectedly. That is why the Subaru
brand represents three distinct promises, interwoven into
one. Firstly, radical new thinking creates high technology
advances. Then, a passionate feel for engineering translates
them into useable reality. In turn, whenever you drive a
Subaru, you appreciate the appeal of multi-purpose
practicality. These elements sum up Subaru's vision for a
world of different demands. They are epitomised in every
model: Impreza, Forester, Legacy and Outback, all unique but
all sharing the same wealth of WRC bred experience.
Our
Sponsor
Subaru entered the South African market in 1992 and is now a
wholly owned division of Barloworld Motor
Barloworld employs some 24 000 people in 31 countries
worldwide and posts an annual turnover of US$3-billion. The
Group's products and services are sold in over 90 countries.
Subaru South Africa’s Head Office is based in Linbro
Business Park Sandton, a dealership network comprising of 19
dealers that stretches across Southern Africa, and is one of
the fastest growing brands in the country. The company is
aiming at selling 2006 new Subaru vehicles in 2006.
Barloworld
Subaru at Linbro Park is our official sponsor
Barloworld
Subaru
Subaru
South Africa
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