Documente Academic
Documente Profesional
Documente Cultură
Casey
Fei
Isaac
Derek
Programme
3Cs - Company
3Cs - Company
3Cs - Competition
Mapping out everyones position:
Uniqueness New Beetl e
Reliability
3Cs - Consumers
There are:
The general opinion: the peoples car - VW offers a unique, individualistic experience - affordable German engineering
3Cs - Consumers
Issues (1 of 3)
How much of the cars heritage should the new positioning use to leverage?
Designing a marketing scheme that would appeal to a majority of consumers in both target groups.
Issues (2 of 3)
Belief that VW product line is tired and old compared to Japanese cars
Overall Opinion VW and Key Competitor- U.S.
100 90 80 70 60 50 40 30 20 10 0 Dec-95 Mar-96 Jun-96 Sep-96 Dec-96 Mar-97 Jun-97 Sep-97 Dec-97 Time % Excellent/Good Opinions
Issues (2 of 3 contd)
Improve the reliability Make regular innovations Strengthen its brand equity
Price
10000
15000
20000
25000
5000
VW
Issues (3 of 3)
Issues (3 of 3 contd)
If the price is set too high, consumers might trade up into a higher-priced segment If the price is set too low the car might not be attractive enough to dealers due to low margins and thus fall short of VWs profitability goals
Recommendations (1 of 3)
Two generations in target audience: Baby Boomers and Young Generation More effort should be focused on campaign to attract Young Generation consumers and appeal to their mentality, behaviour and attitude. A campaign for Baby Boomers would be straightforward by using nostalgic images to bring back good memories from the past and rekindle their interest in the Beetle.
Recommendations (2 of 3)
Pricing Options
Two versions of New Beetle for two different generations of consumers. Basic and cheap model will appeal to younger generation of consumers who will be more budget conscious. Enhanced model with popular options will be catered to Baby Boomers who can afford to spend more on a new car (or any other wealthy person).
Recommendations (3 of 3)
Media Channels
Theres an opportunity to use the positive media coverage to Volkswagens advantage. Get the media involved to spread the word about the Beetle! Other suggested options to increase Beetles exposure: Print Advertising in magazines and showcasing car at big events.
END.