New beetle

3,966 views

Published on

Published in: Sports, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
3,966
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
1
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Company SituationNewsweek, mission impossible, two different type of peopleDemographic Segmentation
  • 2 strong poin
  • But not excess to boundary of small-sized car Competitor: domestic, Japanese Focus on Design Golf can compete them(domestic&Japanese)
  • Collaboration with rent car company To customer who is satisfied with driving New Beetle
  • Architectural Digest : Vogue : Fashion-oriented / womanSpin : Musician, counterculture
  • Bank for loan/lease, Repair
  • New beetle

    1. 1. New Beetle, More than Vehicle <br />Introduction<br />STP<br />4P’s<br />Conclusion<br />Cairo<br />Premier 12<br />
    2. 2. Introduction : Mission Impossible ?<br /><ul><li> 40-55 yrs
    3. 3. Affluent
    4. 4. Emotional - ‘Nostalgia’
    5. 5. Individualism
    6. 6. More than vehicle</li></ul>Demographic<br />Segmentation<br />Emotional<br />Connection<br />Age<br />Baby<br />Boomer<br />Fun<br />Individual<br />Income<br />Younger<br />Generation<br />Function<br />Design<br /><ul><li> 18-34 yrs
    7. 7. Week buying power
    8. 8. Emotional - ‘Dream’
    9. 9. Personality
    10. 10. Attract attention</li></ul>Family<br />Money<br />Customer<br />Satisfaction<br />
    11. 11. Mission Possible !<br /><ul><li> Confidence/Individualism
    12. 12. Unique/Attractive
    13. 13. Love to drive
    14. 14. German Engineering
    15. 15. Emotional connection</li></ul>Design-Oriented<br />Psychological<br />Segmentation<br />Beetle<br />Lovers<br />More than Vehicle<br />Transportation<br />Function-Oriented<br />
    16. 16. Who Are They ?<br /><ul><li>Aidan, 29 yrs
    17. 17. Marketer in Advertising
    18. 18. Movie and Sports / Boring
    19. 19. Club, Shopping
    20. 20. “A car which is totally different from others”
    21. 21. Kathy, 48 yrs
    22. 22. Vice President in Premier Bank
    23. 23. Music and Yoga / Business meeting
    24. 24. Travelling, Photograph
    25. 25. “Second car for special occasion”</li></li></ul><li> Product : More than Vehicle<br /><ul><li> German Engineering
    26. 26. Up-to-date elements
    27. 27. Cutting-edge technology
    28. 28. Superior driving performance
    29. 29. Spirited Design
    30. 30. Heritage & Originality
    31. 31. Six vivid color
    32. 32. Circular shapes</li></li></ul><li> Price : Small but High-end car<br /> Cavalier Z24<br />High<br />Liability<br />High<br />New Beetle<br /> New Beetle<br /> Nissan Sentra<br />Uniqueness<br />Domestic Car<br />Japanese Car<br /> Saturn SC2<br /> Toyota Corolla<br />20K<br />10K<br />15K<br />5K<br /><ul><li> Competitors
    33. 33. Domestic brands(Chevrolet, Ford)
    34. 34. Japanese car manufacturers(Toyota, Nissan)
    35. 35. Premium-price strategy
    36. 36. 3 Premium : Performance, Heritage, Design</li></li></ul><li> Place : Dealers & Flagship store<br /><ul><li> VWV (VW Value-sharing Program)
    37. 37. German management, Loyalty, Motivation
    38. 38. Flagship store : Museum of the New Beetle
    39. 39. New York, LA, San Francisco
    40. 40. Pop-up Store, Show-case
    41. 41. Lease than purchase
    42. 42. Financial Support Program</li></li></ul><li> Promotion (1) : Not widespread but focused<br /><ul><li> Focused on Print : Magazines
    43. 43. Architectural Digest, Vogue, Spin
    44. 44. TV commercial : ‘Drivers Wanted’ by New Beetle</li></li></ul><li> Promotion (2) : Collaboration<br /><ul><li> Collaboration with
    45. 45. Pop artist : Andy Warhol, Keith Haring,…
    46. 46. Rental car company : Hertz </li></li></ul><li> Conclusion<br />Product<br />Price<br /><ul><li> German Engineering
    47. 47. Spirited Design
    48. 48. Premium-price</li></ul>Beetle Lovers<br /><ul><li> VWV
    49. 49. Flagship store
    50. 50. Lease than purchase
    51. 51. Focus on Magazine
    52. 52. Collaboration</li></ul>Place<br />Promotion<br />

    ×