This project aimed at building up the business model canvas of Porsche. In particular the focus is about the market introduction of the new Porsche mission e.
Porsche mission e project _ final presentationfilippo cheli
This project aimed at building up the business model canvas of Porsche. In particular the focus is about the market introduction of the new Porsche mission e.
This project aimed at building up the business model canvas of Porsche. In particular the focus is about the market introduction of the new Porsche mission e.
Porsche mission e project _ final presentationfilippo cheli
This project aimed at building up the business model canvas of Porsche. In particular the focus is about the market introduction of the new Porsche mission e.
Market Segmentation and Targeting with BMWPankaj Chauhan
BMW is one of the best Luxury car Brand available throughout the globe. BMW target only selective segments. This PPT is about different types of Segments available in a genrel market and how BMW has target few of them
Please visit here for voice over presentation https://www.youtube.com/watch?v=_Ha614-Daug
Disclaimer: Lot of material is taken up from Internet. I was not able to give acknowledgment as i lost the track of sources. In case any copyright material used please let me know. Thank You
Volkswagen's Marketing Strategy in IndiaAsrar Mohd
INTRODUCTION
Volkswagen (VW) is one of the world’s leading automobile manufacturers and the largest carmaker in Europe
Volkswagen in German language means people’s car
Founded - 28 May 1937 (75 years)
Founder(s) - Ferdinand Porsche
Headquarters - Wolfsburg, Germany
Slogan - Das Auto ("The Car")
Area served - 153 countries
Subsidiaries - Audi, Bugatti, Bentley, Lamborghini, Porsche, SEAT, Skoda, Volkswagen and Scania CV
This is a presentation on mercedes-benz.It has the histrory of mercedes , why it became popular and who are the target audience of mercedes in india and their upcoming models in india.
Market Segmentation and Targeting with BMWPankaj Chauhan
BMW is one of the best Luxury car Brand available throughout the globe. BMW target only selective segments. This PPT is about different types of Segments available in a genrel market and how BMW has target few of them
Please visit here for voice over presentation https://www.youtube.com/watch?v=_Ha614-Daug
Disclaimer: Lot of material is taken up from Internet. I was not able to give acknowledgment as i lost the track of sources. In case any copyright material used please let me know. Thank You
Volkswagen's Marketing Strategy in IndiaAsrar Mohd
INTRODUCTION
Volkswagen (VW) is one of the world’s leading automobile manufacturers and the largest carmaker in Europe
Volkswagen in German language means people’s car
Founded - 28 May 1937 (75 years)
Founder(s) - Ferdinand Porsche
Headquarters - Wolfsburg, Germany
Slogan - Das Auto ("The Car")
Area served - 153 countries
Subsidiaries - Audi, Bugatti, Bentley, Lamborghini, Porsche, SEAT, Skoda, Volkswagen and Scania CV
This is a presentation on mercedes-benz.It has the histrory of mercedes , why it became popular and who are the target audience of mercedes in india and their upcoming models in india.
Analysis of BMW mini case from Kotler's Marketing Management textbook.
This presentation was created by Shashank Srivastava, IET Lucknow during a Marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.
Analysis of BMW mini case from Kotler's Marketing Management textbook.
This presentation was created by Shashank Srivastava, IET Lucknow during a Marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.
Running head AN UNDERSTANDING OF THE TARGET MARKETS .docxSUBHI7
Running head: AN UNDERSTANDING OF THE TARGET MARKETS 1
AN UNDERSTANDING OF THE TARGET MARKETS 2
BMW
Introduction
As the BMW Group (n.d.) highlighted, the origin of BMW trickles back Karl Rapp and Gustav Otto. In the year 1916, there was the merging of Flugmaschinenfabrik Gustav Otto Company to Bayerische Flugzeug-Werke (BFW) at government behest. Relatively, in the year 1917, the Rapp Motorenwerke had evolved to Bayerische Motoren Werke (BMW) GmbH before becoming an AG; Public Limited Company in the year 1918 (BMW Group, n.d.).
The Product Life Cycle
The Living Media (2017) highlighted that this cycle has four stages.
The Introduction Stage
The source observed that this is the most expensive stage of a company that seeks to introduce a new product and BMW is no exception. Before starting off this stage, it is worth determining the needs of the consumers to come up with a product that satisfies such desires. The Automotive Intelligence (2007) notified that in the efforts to ensure that there are no mistakes made in the introduction stage, BMW had even set a location; Engineering Centre (FIZ) in Munich which serves as a location for all people brought together for the purpose of developing a product, suppliers included. It is a requirement to determine the characteristics of the target market.
Demographic characteristics
Abougomahh (2005) stated that the demographic characteristics are the reflection of the elements such as the size of the population as well as its features. These characteristics of the population may stand for the age, marital status and the education of the particular target market (Abougomahh 2005). In manufacturing a vehicle, BMW must take cognizance of these aspects concerning the market they target. Nica (2013) informed that the BMW's i8 targeted the consumers who were mostly men and of the age of 35 years old. On the other hand, if targeting families, there would be a replication of the same in the design of a vehicle.
Psychographic Segmentation
Lamb, Hair, ad McDaniel, (2009) opined that these characteristics stand for the aspects touching on the personalities, motives and even the lifestyles of the consumers. It is worth highlighting that when it comes to BMW, there is the reflection of the same with regards to the designs of their products. Getting back to the BMW's i8 the same vehicle targets the individuals who are tech-savvy; not only like to enjoy the experience of driving but also express caution concerning the responsible driving (Nica, 2013).
The analysis of the psychographic and the demographic aspects help in the better understanding of the consumer needs and the replication of the same in the modeled designs of vehicles.
The Growth Stage
In this stage, one thing that stands out is that there is the aspect of the growth in the sales and the same on profits. The Living Better Media (2017) highlighted that the ...
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
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10 Video Ideas Any Business Can Make RIGHT NOW!
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Key Takeaways:
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How to use additional "Lenses"
Where to source original video ideas
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The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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2. One of the worlds leading automobile manufacturer
and the largest car maker in Europe is in a financial
crisis in 1998 in the US automotive market due to
declining sales.
3. Volkswagen , a German car company in a
little turmoil in 1998.
The situation is:
Sales have been declining
Japanese Players ( Honda & Toyota) , US
Players (Ford , GM , Chrysler) have penetrated.
600000
500000
400000
Year
300000
Total VW
200000
100000
0
1
3
5
7
9
11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49
4. Lets see how Volkswagen
translate this problem into an opportunity…
5. Liz Vanzura , the Marketing Director of Volkswagen
has a meeting with Charlie Waterhouse , Director of
product development (VW) and Steven Keys ,
Director of Public Relations
Liz Vanzura has to propose an innovative marketing
Strategy to boost up the sales of VW Beetles thereby
leading to an increase in revenue for Volkswagen.
MISSION CALLED BY MEDIA – MISSION
IMPOSSIBLE
8. Q1 . Lets see how the Advertising Campaign
worked ? Was it a Success ?
9. Toy car to real drivable car
Mission impossible
Vintage yet modern
Baby boomers to Gen X
People car to personal car
Focus on public relation
Low advertising budget compared to competitors
11. Automotive icon car
of 1960s, darling of
Detroit motor show
Affordable, less
maintenance cost,
budget minded users
Advanced , modern
& most up to date
features included
Heritage positioning,
real, drive-able car
Emotional essence
of Volkswagen
attached to beetle
Cutting edge
technology
Good
advertisements,
promotional contests
& stories around it
More connected to
the road, drivers
wanted campaign
Loved first car of
value conscious
users
Distinctive shape,
cult following
12. Q3 . Why the positioning decision has been
termed as “Mission Impossible” ?
13. Positioning Decision: Mission Impossible
• The new Beetle needs
to take two important
factor into
consideration in order
to leverage them while
positioning the
product:
Play on the nostalgia
Appeal to the new
generation
These two factors make
the positioning strategy
for beetle a
cumbersome task.
14. • The main factor of this positioning dilemma is the target segment.
• The target segment for the new Beetle is 18-34 years olds and baby
boomers. Both the segment may have different perspective towards
the car.
• For baby boomers the Beetle is a practical car
• For new generation it is a fun to drive car.
• While the major chunk of buyer for the Beetle will be new
generation buyers in long run, the value proposition of the new
Beetle which is “nostalgia of old good days” does not associate with
this segment of customers.
15. • All the other value being promised by the new Beetle like being fun
car, German Technology, driver’s delight etc are not the best
differentiators for the Beetle though these may be the differentiator
for Volkswagen.
• Another major challenge at the hands of marketing team and the
agency is to keep the positioning of the Beetle and the positioning of
Volkswagen as the corporate brand in sync.
• The positioning of the new Beetle will have significant affect on the
corporate brand positioning of VW.
•
Thus the “ Drivers Wanted” campaign was aimed at strengthening
the corporate positioning of VW which is affordable German
technology automobile which is also best in its class with respect to
drivers’ delight.
16.
17.
18. Q4. Discuss the PROS and CONS of various
positioning options.
19. POSITIONING STRATEGIES
1. Target the younger,GenX audience:
PROS
1. Design
2. Fun aspect of the car
3. Emotional Connect
4. Drivers Wanted Campaign
CONS
1. Pricing
20. 2. Target the baby boomers:
PROS
CONS
1. Financially stable
1. Change in preference
2. Strong emotional connect
3. Can be approached through
print media
4. German Engineering Concept
3. Target both Gen-X and Baby Boomers:
PROS
1. Target market becomes
broader
CONS
1. Increased Advertising costs
2. Advertising message could get
drowned
21. Q5 . How would the Pricing and Media Selection
Choices be affected by the positioning of the car?
22. Pricing and Media Selection
Choices
Target market : 18-34 years old & baby Boomers
Pricing Options
Two or more versions of New Beetle with different
configuration for two different generations of
consumers
Different pricing strategy as per different
positioning
Basic and cheap model will appeal to younger
generation of consumers who will be more budget
conscious.
Enhanced model with popular options will be
23. Media Channels
– Campaign to attract Young Generation consumers and appeal to
their mentality, behaviour and attitude.
A campaign for Baby Boomers would be by using nostalgic images
to bring back good memories from the past and renew their
interest in the Beetle
– Use Positive media coverage to Volkswagen’s advantage
– Get the media involved to spread the word about the Beetle!
– Print Advertising in magazines and showcasing various big
events.
– Automobile Magazines : Car and Driver , Motor Trend,
Automobile digest etc
24. Volkswagen Global Marketing Mix
Brand portfolio
Development of
distribution partners
Separated distribution
channels
for each
brand
International
standardization of
dealers
1
Unique brand identity for
Volkswagen
Audi
Seat
Škoda
Bugatti
Bentley
Lamborghini
Commercial vehicles
each nameplate
Complete product range
Mostly standardized products
with minor adaptations
Setting prices with regard to
competitors
Price discrimination across
regions
No price competition in
emerging markets
Strict cost controlling
Global
Marketing Mix
4
Localized communication
Emphasis on the European
market
Brand advertising
Emotionalization
3
2
25. Car Sales According to Groups, Worldwide 2013
Mil. Vehicles
GM
8.2
Ford/Volvo
6.8
Toyota/Daihatsu
6.7
Volkswagen
5.2
DaimlerChrysler
4.7
PSA
3.4
3.0
Honda
2.9
Nissan
2.5
Renault
Fiat/Ferrari
BM
W
1.9
1.2
Source: manufacturer`s data, JAMA
*Numbers in millions.
26. Volkswagen Global Marketing Mix
Brand portfolio
Volkswagen
Audi
Seat
Škoda
Bugatti
Bentley
Lamborghini
Commercial vehicles
Development of
distribution partners
Separated distribution
channels
for each
brand
International
standardization of
dealers
Unique brand identity for
each nameplate
Complete product range
Mostly standardized products
with minor adaptations
1
Setting prices with regard to
competitors
Price discrimination across
regions
No price competition in
emerging markets
Strict cost controlling
Global
Marketing Mix
4
Localized communication
Emphasis on the European
market
Brand advertising
Emotionalization
3
2