In our previous article, we studied in detail the SWOT analysis of Mitsubishi. In this blog, we will deep dive into the marketing strategy of Mitsubishi – a Japanese renowned multinational company.
The objective of this blog on the Marketing Strategy of Mitsubishi is to give you an insight into the detailed marketing plans of Mitsubishi and how it gained a competitive advantage.
Marketing is the art of communicating with customers through different ways and methods. . The customers know about your products or services through marketing. Customers learn about the value of items, their usage, and other relevant information that may be useful to them through marketing. If you want to learn more about marketing, visit our website and check out our free Masterclass on Digital Marketing by CEO and Founder of IIDE, Karan Shah.
Before exploring the 360-degree view of the marketing strategy of Mitsubishi, let’s get acquainted with the company‘s expedition.
About Mitsubishi Corporation
Mitsubishi Motors is one of the leading brands in the automobile manufacturing sector. Production-wise, it was the sixth-largest Japanese automaker and 19th-largest worldwide. It produces all categories of cars such as hatchbacks, SUVs and sedans. Mitsubishi Pajero, Lancer, Eclipse and Outlander are some of their top products. Around 926,000 unit vehicles are sold by the company every year in 160 countries around the world.
In recent years, with the production of the Outlander PHEV, Mitsubishi has focused on Plug-in Hybrid Electric Vehicle technology which reduces emissions and is designed to preserve and sustain the global environment.
| CEO | Takehiko Kakiuchi |
|---|---|
| CMO | Katsuya Furuta |
| Area Served | Worldwide |
| Industry | Cars & Heavy Vehicle Manufacturing |
| Market Share/ Revenue | 12.88 lakh crores JPY |
| Vision | Create a vibrant society by realizing the potential of mobility |
| Tagline | Drive your Ambition |
Marketing Strategy of Mitsubishi Corporation
What does a well-known brand’s marketing strategy look like? Let’s have a deep dive into their marketing plans, STP analysis, and more.
Segmentation, Targeting and Positioning
Segmentation
Mitsubishi uses the broadest available segmentation of the target market. They are aiming for all geographical locations, whether they are Tier 1, 2, or 3 cities. In fact, in many cases, there isn’t much targeting or segmentation involved because they are attempting to reach all demographics, geographics, and psychographics of consumers.
Targeting
The company’s target audience is customers who want to purchase cars and heavy vehicles manufactured and sold by Mitsubishi. This includes mid and high-income individuals who love to drive hatchbacks, SUVs and sedans.
Mitsubishi also manufactures heavy chassis trucks that are mostly purchased by other companies for use in diverse applications such as long-haul distribution, bulk cargo transportations, close containers, flat-bed trailers, mining & construction tippers and tractor-trailer for over-dimension cargo movement.
Positioning
Mitsubishi sells around 926,000 car units per year and sells them across 160 countries across the world. Mitsubishi Motors maintains its prominent position in the market. Sustainability is an integral component of their approach to business and work practices.
Marketing Campaigns
#LifeMadeBetter with Mitsubishi Motors
Mitsubishi Motors launched a heartwarming campaign 2 months ago “LifeMadeBetter” on their social media channel Youtube, showing a beautiful relationship between a son and his father depicting the legacy and Mitsubishi motors making the lives of Filipinos better for over 50 years.
This campaign in a very short span gained success and popularity with 2.1M views, the highest views among all the previous ad campaigns, and created a soft corner and impact in the minds of the consumers.
Helping Build Smart Infrastructure Systems | Mitsubishi Electric India
Another remarkable campaign launched on their youtube channel was supporting India’s growth of efficient building infrastructure with Mitsubishi’s wide range of innovative solutions – Air Conditioning Systems, Elevators & Escalators, Factory Automation Systems, and Semiconductors & Devices.
The emphasis was on the vision of creating an India with a Smart infrastructure for a Better Future. The campaign got successful and got 3x more views than its previous posts.
“Changes for the Better ー For Brighter Days Ahead” – Mitsubishi Electric Group Song
In Feb 2021 Mitsubishi launched a campaign on youtube which created the buzz in the market “Changes for the Better – For Brighter Days Ahead “ which emphasized making this world a better place to live in by finding synergies with each other.
The song present in the campaign represents MC’s unwavering belief to deliver “Changes for the Better “ by trusting each other regardless of age, and position and finding ways to create a better world together.
By highlighting these core values, the brand was able to attract 2x more subscribers to their page with 16k+views in a short period.
Social Media Marketing
Mitsubishi is active on Social Media Platforms like Instagram, Facebook, Youtube, and LinkedIn. Mitsubishi Corp account has maximum followers on Facebook whereas other segments like Mitsubishi Motors and Mitsubishi electrics have more followers on Instagram than on Facebook.
The Facebook page has followers in the range of around 1M, whereas the Instagram page has followers in the range of 500-600K.
They are also active on LinkedIn with 55k followers, but there is no post yet posted on LinkedIn by Mitsubishi. The posts on Instagram and Facebook contain mostly promotional and informational content with posts regarding the revealing of new cars. The posts are aesthetic and talk about performance and strong and bold features of dynamic cars produced by Mitsubishi.
Mitsubishi also talks about how the company continually contributes to building a sustainable society with the plug-in hybrid electric vehicle and other environmentally friendly technologies that are their strength.
Links to their pages:
Facebook : (990,817 followers)
LinkedIn: (178,514 followers)
Youtube: (35.4k subscribers)
Instagram: Mitsubishi Motors ( 589k followers)
SEO Strategies
As per SEO ranking, it is stated that the number of keywords below 500 is bad, above 1000 is good, and 10000+ is amazing. As we refer to the statistics, www.mitsubishicorp.com has 52,746 organic keywords which are amazing. It shows that the digital marketing of MC is doing a great job and giving a wonderful number of insights.
Also, the organic traffic per month is around 1,38,482 which is again a good sign and the company is performing amazingly in terms of its SEO strategies and the Google organic SERP results.
Influencer Marketing
Mitsubishi has collaborated with celebrities, websites, and pages, for their marketing purpose. In countries like the Philippines, where people love their movie idols more than their family members- product endorsement is a big thing.
Due to this belief, Mitsubishi has collaborated with Liza Soberano, a famous Filipino-American Actress to endorse the Mirage G4 sedan.
Previously they enlisted the help of Maine Mendoza and Alden Richards to boost the sales of the Mirage hatchback. Like this, they have many influencers with 15-20M+ followers who have helped them to promote their launches and gain market share at the earliest.
Mobile Apps
The company has its app available for both Android and iOS users. It’s an easy-to-use app and has various amazing features such as scheduling service appointments, reminders, 24 hours Mitsubishi assistant, news updates and promotions, and a sales & services locator.
Hence, convenience is in the palm of your hand.
E-commerce strategies
In talking about the e-commerce strategies, Mitsubishi has its website for each segment where customers can choose, get the best offers and buy the product/service they want.
Besides that, Mitsubishi motors have also gone along with other websites like cardekho.com, and carwale.com for more availability and ease in services.
Content Marketing Strategies
Mitsubishi is very active on social media platforms. With a vast range of segments, they have different social media pages with a good amount of followers where regular content is being posted regarding the new launches, awareness messages, use of the products, and core competency of their products/services, which is very engaging and interesting.
The social media presence is very strong hence the source of posting content is through almost all platforms Facebook, Instagram, LinkedIn, and Youtube positioning itself as a trustworthy and the future brand of the world.
They also press releases through various sources like The Economic Times, The Hindu, and others through their different websites.
This ends the elaborative marketing strategy of Mitsubishi. Let us conclude our learning below from the marketing strategy of Mitsubishi.
Conclusion: What’s Unique in Mitsubishi Marketing?
In the marketing strategy of Mitsubishi, we saw that Mitsubishi is gaining popularity, love, and attention from its different segments spread all across the globe. The strong presence of the brand and its constant effort to provide something unique every time through its products and services have helped them create a lasting impact in the minds of the customers.
The remarkable ad campaigns on Youtube revolving around social responsibility and its different CSR activities have helped them to outshine their competitors. With its amazing digital marketing methods, they are ranking higher and growing more in the digital sector.
Today digital marketing is gaining popularity and has become an important part of any company’s marketing strategy. The industries are booming and brands are looking for digital marketers who have hands-on experience and can help them grow faster in the digital sector.
With this growing demand, it’s essential for one to upskill themselves with new skills and gain practical experience. If you would like to learn more and wish to gain some practical experience, do checkout IIDE’s 4 Month Digital Marketing Course for more information.
If you would like to learn more and develop skills, check out Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing.
We hope this blog on the marketing strategy of Mitsubishi has given you a good insight into the company’s marketing strategies.
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