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Transcript of Volkswagen Beetle
Geodemographic Evaluation of the attractiveness of the market (environment, market research)
The way the Beetle’s benefits are going to be communicated to the target market.
They look for the same benefits
Mass and customized strategy:
“There is no mechanistic way of defining key target segments for this car” (VW Marketing boss, Berthold Krüger)
Customized http://www.vw.com/en/models/beetle/trims-specs.html Positioning “Create and maintain a distinctive place in the market for a company or its products” (Jobber, 2007)
How? Favourable connotations in consumer’s minds. “classy, unique and economical”.
Positioning statement + symbolic meaning: Seen as: small, ugly, Nazi association
Large families targeted with big cars
What they did: Repositioning New model: Intangible repositioning: more manly car Marketing strategy Product Price Promotion Place The Marketing Mix
The cars design has only had minor changes throughout its life cycle Volkswagen Beetle The affordability,
a key selling point behind the beetle.
Newer models have increased
prices due to enhanced parts.
Older models in good shape
have appreciated in price with age. Advert shown at the Super Bowl
2011-millions of dollars.
Volkswagen can reach an
audience of over 90 million
people in 30seconds.
Volkswagen Target a variety of
markets therefore their ad campaigns
are rarely focused to a specific audience. Cars are manufactured in a
Volkswagen Group manufacturing plant situated across the world.
Cars are shipped to various global outlets. They are then transported to dealers via truck. FOUNDED : 28/05/1937
FOUNDER : Ferdinand Porsche
SLOGAN : Das Auto (The Car)
HQ : Wolfsburg, Germany
Part of the Volkswagen Group including: Audi, Bentley, Bugatti, Lamborghini, Porsche, SEAT and Škoda Volkswagen
The first Volkswagen Beetle dealer in the UK was J.Gilder & Co. Ltd. in Sheffield, which began selling Volkswagens in 1953
Right now in Edinburgh: Distributors Western Volkswagen (Gorgie Road)
Western Volkswagen(Fort Kinnaird)
Specialist Cars (Kirkcaldy)
Arnold Clark (Wishaw) For the Nazi elite (1940 - 1945)
'The People's Car'
A "cult" car for hippie movement(since its 1960s)
People who are the Beetle fans. It's “only really justified if you want a Beetle”. Customers 1. Ford F-150
Numbers of units sold: 390,661
2. Chevrolet Silverado 1500
Numbers of units sold: 319,539
3. Toyota Camry
Numbers of units sold: 308,510
4. Nissan Altima
Numbers of units sold: 268,981
5. Ford Escape
Numbers of units sold: 254,293 Top 10 Best-Selling Vehicles for 2011 Competitors 1. 2011 Honda Civic — $15,605
2. 2011 Kia Forte — $16,995
3. 2011 Ford Mustang — $22,145
4. 2011 Hyundai Genesis Coupe — $22,250
5. 2011 Chevrolet Camaro — $22,680 Top 10 Least Expensive Coupes for 2011 Alfa Romeo MiTo, BMW Mini, Fiat 500, Zaporozhets. The Real Competitors. Why people prefer Beetle? Low price
Try before you buy
Advertisements Volkswagen – Das Auto. From To Beetle in the community The Game Films Craig (Marketing Dynamics) Dace (Marketing Environment) Marina (Segmentation) Veronika (Consumer Behaviour) References: Jobber, D (2007) Principles &Practice of Marketing, 5th Edition, McGraw Hill
Brassington, F and Pettit, S (2004) Essentials of Marketing, FT Prentice Hall
Warren J. Keegan and Bodo B. Schlegelmilch (2001) Global Marketing Management, An European Perspective, FT Prentice Hall
http://www.marketingmagic.ca/articles/Positioning.htm Roger D. Blackwell , Paul W. Miniard , James F. Engel, ‘’Consumer behaviour’’,2005
http://www.carbodydesign.com/2011/07/volkswagen-new-beetle-new-images/ Magazines The Marketing Concept 'the achievement of corporate goals through meeting and exceeding customer needs better than the competition.' Customer Orientation Goal Achievement Integrated Effort Jobber, D. (2009)Foundations of Marketing, 3rd edition, p.3 MACROENVIRONMENT
A number of broader forces that affect not only the company but the other actors in the environment, e.g. social , political, technological and economical. MICROENVIRONMENT
The actors in the firm's immediate environment that affect its capability to operate effectively in its chosen markets-namely,suppliers, distributors,customers and competitors.
(Jobber, 2007) Based on the model provided in Jobber, D. (2007), Principles and Practices of Marketing, McGraw-Hill, Berkshire
Published: 01/12/2012 - by Warren Clarke, Automotive Content Editor Published: 04/07/2011 - by Warren Clarke, Automotive Content Editor Source: SupplierBusiness http://www.autonews.com/assets/pdf/ca76216117.pdf
http://johnnylyle.co.uk/2011/04/16/vw-advertising-through-the-ages/ Social Status
Fashion Technical Reliability
Taste Economic Price
Value for money
Life-style costs Personal Self-image
Emotions Choice criteria used
when evaluating alternatives http://www.volkswagenag.com/content/vwcorp/info_center/de/talks_and_presentations/2003/08/Praesentation__Taking_Stock__.bin.html/binarystorageitem/file/20030813_london.pdf
Jobber, D (2007) Principle & Pracyice of Marketing, 5th Edition, Mcgraw Hill
Jobber, D. (2009)Foundations of Marketing, 3rd edition, p.3 <www.volkswagen.co.uk> <www.edmunds.com> Thank you for listening!