Consumer Insight Analysis: Mini Countryman vs Beetle Essay Sample

When speaking about the compact auto market. the well-known theoretical accounts may MINI’s Countryman and Volkswagen’s Beetle. They are frequently considered direct rivals in this market. This article is to analyse the commercial for each theoretical account. Let’s start with MINI’s countryman foremost.

Background
The MINI Countryman is a crossing over SUV auto. In fact. it is the first 4-door theoretical account to be launched under the MINI trade name. whereas MINI is most well-known for its 2-door MINI Cooper. What makes MINI Countryman different from its past theoretical accounts is decidedly the excess interior room and the all-wheel-drive system.

Aim
The aim of the MINI Countryman TV commercial ( 2010 ) is to demo the improved map of the new line. Besides. MINI Country represents the spirit of young person. manner. and the impulse for escapade.

Target audience
The targeted purchasers of MINI Countryman has ever been the same—young people who are seeking for stylish and cool-looking visual aspect every bit good as a more interesting life style. Furthermore. as a theoretical account made by European. MINI is comparatively low-cost for immature people. Consumer penetration

For their mark purchasers. they believe the life will be better if people can “getaway” from the ordinary. and pursue individualism and adventuresome life style.

Creative thought
During this 60-second escapade. MINI used dramatic new methods in CG engineering to demo the versatility of the MINI Countryman in a manner that defies the Torahs of infinite and clip. The originative thought is that MINI countryman can be in multiple topographic points at one time.

Support
This commercial was taken in Milan. Italy. which is truly a beautiful and comfy tourer metropolis. It uses music as its linguistic communication. stating a narrative of 4 immature people in MINI countryman hotfooting to a ferry station. MINI chooses a piece of lively and humourous music. There are three male childs and a miss in the auto. all being immature. good looking. and stylish. The commercial besides highlights Countryman’s features—5-door and 4-seat organic structure SUV. At the very terminal of the commercial. the auto jumped into the ship that was sailing out to the ocean. The top left corner showed the words “MINI COUNTRYMAN GETAWAY. ” Getaway means flight and start. In this commercial. GATAWAY implies get awaying from the drilling and get downing to bask the life as a fantastic trip.

Express
The commercial has presented the car’s clean public presentation. For illustration. when the auto got near to the statue. it nicely broke into a complete halt and hence avoided hitting the statue. After that Countryman kept interrupting up into multiple units and they subsequently emerged together ; it is truly an expressive scene to demo the legerity. Then the auto went across the whole city—through streets. mounting the incline and running across the lawn. Finally. the auto leapt into the sky over some houses behind and landed on the deck. which is exaggerated but profoundly expressive.

Effective
It efficaciously conveys the market mark and the characteristics of MINI Countryman. The whole narrative merely set simple secret plan. but it still involves some humourous elements such as drive slowly in forepart of constabulary.

Comparison
MINI and Beetle are all celebrated mini auto. where both concentrate on their manner design and classical civilization. Beetle set their mark audience as immature. freedom. and manner. Compared with MINI. the consumers of Beetle are more on the low side. Compared with MINI’s commercial. the Beetle’s commercial ( 2011 ) did non demo any image of the auto until the really terminal of the commercial. Using the image of a beetling alternatively of a existent auto. and at last demoing the authoritative lineation of Beetle. is the originative thought in this advertizement. Tracing back to half century ago. Beetle was designed for every German family. Harmonizing to Hitler. “It is a auto for people. ” Because of the cute and beetle-like visual aspect. Beetle has been treated as women’s auto at one clip. However. the new Beetle was re-designed to a more masculine lineation. which makes the theoretical account now suited for both work forces and adult females. The commercial has focused on this point. demoing Beetle as a neuter one.

Decision
I think Countryman’s commercial is more effectual because it connects with the targeted consumers and their merchandise orientation really good. On the other manus. even though Beetle’s commercial is besides originative and expressive. it seems to miss audience’s experience and relativity.