Alternatives

Published on March 2017 | Categories: Documents | Downloads: 63 | Comments: 0 | Views: 521
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Alternatives: After having finally decided that the New Beetle should be launched under the umbrella brand of VW as it would not only enhance the sales of Beetle but also the other cars under VW. This would lead to a brand equity enhancement for VW. The dilemma now faced by us is how to position the New Beetle to the target audience that is baby boomers or the young generation. Previously the beetle had clicked with a very wide set of customers ranging from a large age diffence and the reasons were unkown as to the reasons of becoming popular in the market. Enlisted below are a few alternatives VW can adopt with its pros and cons. Alternative 1: Target Baby Boomers only Pros:    Since they already know about the beetle from the yester years, that connect is there with them. The brand image is already built as a car that is affordable and gets you from point A to point B. The use of strightforward campaigns- use ‘older’ images to bring back memories from the past and rekindle their interest in the beetle.

Cons:  Since the pricing for the new beetle is way steeper than its original version the baby boomers may not buy the car since it is not affordable for them as it used to be. And as a matter of fact most of the baby boomers in the USA live on pension thus it would become very difficult to shell out the sum VW were asking for the New Beetle. Another problem was that VW had changed its campaign to ‘Drivers Wanted’ in 1997 thus that connect would not be possible to cater to with the baby boomers.



Alternative 2: Targeting the youth generation only Pros:    Cons:  The young generation is not aware of the Beetle’s past performance Trend towards novelty and uniqueness VW’existing postion campaign was ‘drivers wanted’ to attract thee younger who got a thrill in driving and wanted their car to be more than just get them from point A to Point B. Give them a feel of true german engineering



The price is too steep for them to shell out for a hatchback segment car because they would rather shell out that sum for a better car like a sedan or something which promised a better driving experience and thrill than the New Beetle.

Alternative 3: Younger Generation along with baby boomers Pros:    Cons: This would lead to a very specific psychographic segmentaion & personality The target market would be larger They would be targeted with common characteristics suc as confidence, individualism and desire for center of attention Mutual love for german engineering

According to us the 3rd alternative would be the best postioning strategy for for VW as it would target a wider audience and cater to both the baby boomers as well as the younger generation, the focus being more o the younger generation since a marketer cannot satisfy everyone. Thus the thrill, experience and the love for driving would attract all these people towards german engineering.

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