Volkswagen   The Beetle
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Volkswagen The Beetle

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VOLKSWAGEN

VOLKSWAGEN

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Volkswagen   The Beetle Volkswagen The Beetle Presentation Transcript

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