Volkswagen The Beetle

3,818 views
3,679 views

Published on

VOLKSWAGEN

Published in: Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
3,818
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
195
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Volkswagen The Beetle

  1. 1. Volkswagen The Beetle Phenomenon Navin Bafna – GMBA 08 125
  2. 2. History of Volkswagen <ul><li>Volkswagen was formed in 1955 in US. </li></ul><ul><li>Beetle an iconic car 1960’s sold over half a million in 1970. </li></ul><ul><li>During 1980’s the Beetle run in the US ended due to National highway act & Clean air act. </li></ul><ul><li>During the same period the Beetle sales hit the all time lows due to heavy competition from Japanese brands. </li></ul>
  3. 3. Re launching – The Challenge <ul><li>Not able to relate from the young generation. </li></ul><ul><li>Heavy competition from Japanese brands. </li></ul><ul><li>Brand was loosing its image. </li></ul><ul><li>Products were doing good but needed a “Sachin” to boost. </li></ul><ul><li>THE WEAK SALS ERODED TH DEALERS CONFIDENCE. </li></ul><ul><li>Beetle the “old love” to launch as “new affair”. </li></ul>
  4. 4. Drivers wanted campaign <ul><li>The Beetle was given a new image. </li></ul><ul><li>Relate the product direct to young generation. </li></ul><ul><li>To materialize the emotional attachment with the old Beetle. </li></ul><ul><li>The curvy image of being the first car. </li></ul><ul><li>The Differentiation between Drivers and Passengers. </li></ul><ul><li>To emphasize on the comfort of driving and the faith on German technology. </li></ul>
  5. 5. The Brand - Volkswagen <ul><li>Peoples car </li></ul><ul><li>German Technology with affordable prices </li></ul><ul><li>First Car : First Love </li></ul><ul><li>Comfort with unique style. </li></ul><ul><li>Curvy shape of the cars reflecting human faces. </li></ul><ul><li>Young and affluent. </li></ul>
  6. 6. The New Beetle <ul><li>The image of past </li></ul><ul><li>The Technology of future </li></ul><ul><li>Honest, Simple, Reliable & original </li></ul><ul><li>Price tag of $18000 </li></ul><ul><li>Targeting the baby boomers and Young </li></ul><ul><li>German comfort with modern style. </li></ul>
  7. 7. Mission Impossible <ul><li>Dealers were no in confidence. </li></ul><ul><li>Low marketing budget. </li></ul><ul><li>Car was tagged as ‘Toy Car’. </li></ul><ul><li>Redefining the image of the Volkswagen brand and the Beetle brand. </li></ul><ul><li>Operating margins were reducing. </li></ul><ul><li>Competition from Sedan and the SUV’s </li></ul><ul><li>Reaching the maximum audience. </li></ul><ul><li>Targeting the young workforce. </li></ul>
  8. 8. Media Plan <ul><li>The new Beetle is to be announced with a young feel. </li></ul><ul><li>Its should give an adventurous image. </li></ul><ul><li>Sports magazines. </li></ul><ul><li>Adventurous sports should be used </li></ul><ul><li>Old people should be targeted Car should give adrenaline rush. </li></ul><ul><li>“ German power your choice” </li></ul>
  9. 9. CCDS Value Analysis <ul><li>The Brand awareness was already there just needed to materialize the emotional attachment of the people with the car. </li></ul><ul><li>The Ad campaign. </li></ul><ul><li>The antiquity was to maintain but with present technologies. </li></ul><ul><li>Delivering a product as per the market requirements. </li></ul><ul><li>Sustaining the Brand loyalty as service them accordingly. </li></ul>
  10. 10. <ul><li>Thank You !! </li></ul>

×