A Case Study On Volkswagen New Beetle

Presented By Arjun Shetty Dhruva Shetty Mahima Hegde Rahul Shenoy

Rohan Dsouza
Suchitra R Vinod Pai

Group Name-7 Marketers

Arjun Shetty

Dhruva Shetty
Mahima Hegde

Rahul Shenoy
Rohan Dsouza

Suchitra R
Vinod Pai

1. What kind of needs might the buyers for the New Beetle have? Innate? Acquired?
Acquired need because it is a psychological needs that are considered.

2. What are the goals that they might be seeking to satisfy?

Volkswagen has concentrated on product specification needs.

3. What might purchase of a New Beetle indicate about a 50 years old boomers perception of him/herself? Self image?
People who are iconoclastic, unique, confident and unafraid of being center of attention

4. What are the rational motives for purchasing a New Beetle? Emotional motives? Which do you think are stronger?
Rational motives are the special and the new features of the New Beetle. Emotional motives are the heritage, look, emotional bonding

5. In the case, how was frustration over inability to achieve the goal of buying a New Beetle expressed?

6. How might a individual rationalize inability to buy a New Beetle? Use projections to deal with the frustration of being able to buy a New Beetle?

7. What kinds of needs do the New Beetle ads arouse?

Need of pleasure Need to possess Social image need

8. In Maslows hierarchy, the New Beetle arouses what category of needs?

Self esteem needs in the most case but depends upon the Consumer.

9. Is nostalgia strong enough to maintain sales of the New beetle? If yes, Why? If not, What would?
Yes nostalgia is str

Thank You