Case: the New Beetle Essay Sample

1 ) What are the Assorted Target Markets for the New Beetle available to Volkswagen? Describe each both demographically and psychographically. What are the pros and cons of each option? What are the entreaties of the new Beetle to each group?

a. Baby Boomers over 50. have nostalgia for the bug as this was most likely their first auto and it will convey back fond memories of the past PRO’S: loyal following from their coevals antecedently CONS: This demographic may desire a different auto if they have already had this auto in the past B. The immature coevals looking for a auto that promotes self expression Professional: thirster lifetime value than the babe boomers CONS: This age group may non be able to afford this auto c. Peoples who want a alone experience. desire to be different. looked upon as being “individuals” d. Peoples looking for a auto that’s nice yet low-cost

2 ) What placement ( Marketing attack ) options are available to Volkswagen for each of the mark markets? Describe Each. What are the hazards and chances of each? How would you distinguish each from competition?

e. Offer upgrades to the beetling Opportunity: This would provide to the babe boomer coevals who can most likely spend more Hazards: with these add-ons it would be every bit much as a low terminal luxury auto. which may do people want to roll to other autos in that sector. How to Distinguish: Offer ascents at a lower cost to that of rivals costs f. More on-line advertisement through societal media Opportunity: to prosecute the younger coevals. Hazards: possibly do non hold the proper informations aggregation on the younger coevals societal media lists who would be interested in a Beetle. Differentiation: Focus on the “feeling” the beetle gives you for the younger coevals and the “nostalgia” the beetle provides for the older coevals g. Joint run with Apple Partner with apple to offer a free iPad with a purchase of a Beetle Opportunity: most Apple users consider themselves as “individuals. therefore they would fall in the mark market of the Beetle consumer Hazards: cost may increase somewhat. Differentiate: run a commercial advancing the iPad and Beetle to utilize the Apple trade name to leverage Beetle’s trade name and sentiment from younger. savvy consumers.

3 ) Which mark markets do you urge for Volkswagen? What positioning should they utilize?

h. Baby Boomers: This group has nostalgia for the bug as this was most likely their first auto and it will convey back fond memories of the yesteryear. Placement: Print and Digital media playing on the nostalgia factor ex: Commercial on the OWN Network. History Channel I. The immature coevals: looking for a auto that promotes self look and individualism. Positioning: Focus chiefly on digital media and commercials. besides on Print. Ex-husband: 17 magazine. MTV. Art related magazines or commercials in Artistic related films/shows to play on the expressive nature of the mark