Volkswagen advertisment analysis
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This document provides a group profile and analyzes a Volkswagen Golf advertisement. It summarizes the ad background, target market segmentation, positioning, and use of appeals. The analysis finds that the ad does not clearly define an emotional or rational appeal and risks misinterpretation. It recommends that future VW ads emphasize simple messages, avoid violence, properly use appeals, and emphasize product features to improve effectiveness.
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The document summarizes a marketing plan for the BMW Z3 roadster. It targets males ages 35-65 who seek unique self-expression. The plan aims to increase awareness, knowledge, and conviction of the Z3 through a mix of traditional and non-traditional media. Research found high interest across demographics and positive initial reviews. The plan positions the Z3 as offering performance and individuality through German engineering. The objectives are to increase awareness to 85%, knowledge of BMW quality to 40%, and conviction as the best roadster to 25%.
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Aricap is a team of global business professionals that offers marketing and promotion services to help clients explore business opportunities worldwide. They have a network of experienced partners in many countries. Aricap works closely with clients to develop customized strategies and provide cost-effective solutions. They helped a wine company from Georgia expand globally by leveraging their international network of buyers and distributors. Aricap believes teaming up professionals worldwide can greatly help companies grow their business internationally.
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๐๐ข๐ฌ๐๐ฎ๐ฌ๐ฌ ๐ญ๐ก๐ ๐๐๐ ๐๐ฎ๐ซ๐ซ๐ข๐๐ฎ๐ฅ๐ฎ๐ฆ ๐ข๐ง ๐ญ๐ก๐ ๐๐ก๐ข๐ฅ๐ข๐ฉ๐ฉ๐ข๐ง๐๐ฌ:
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๐๐ฑ๐ฉ๐ฅ๐๐ข๐ง ๐ญ๐ก๐ ๐๐๐ญ๐ฎ๐ซ๐ ๐๐ง๐ ๐๐๐จ๐ฉ๐ ๐จ๐ ๐๐ง ๐๐ง๐ญ๐ซ๐๐ฉ๐ซ๐๐ง๐๐ฎ๐ซ:
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Volkswagen advertisment analysis
- 2. Group Profile Group Name: Fraternity Group Leader: Shaikat Kumar Serial No. Name Roll 1 Rufaida Tasfia 20 2 Abdul Aziz 66 3 Md. Osikul Azad 68 4 Avijit Mandal 78 5 Shamima Hossain 100 6 Hridoy Kumar Das 108 7 Md. Asif Iqbal 114 8 Shaikat Kumar Das 182 9 Saikat Mohajan 210 10 Md. Jasim Uddin 252
- 4. Introduction ๏งVolkswagen has different brand such as Audi, Passat, Beetle, Lamborghini, Golf etc. ๏ง They segment the market based on several variable in concern with different brand. ๏งTheir target market is different from brand to brand. ๏งIn case of Golf, the target market is 18-49 age people and the reason behind a big target market is its affordability. ๏งIn this advertisement VW try to show emotional appeal to the customer but it may be disguised on the advertisement. ๏งBesides that there have a chance of misinterpretation for customer.
- 5. Parent Company Volkswagen Brand Name Golf In 1974 Wolfsburg, Germany
- 6. AD BACKGROUND ๏ฑVolkswagen Golf is a small family car brand ๏ฑThey made this selected advertisement as a commercial and later as a online promotion. ๏ฑThis advertisement was launched in January 8, 2009 officially. ๏ฑEngineer fight with him to figure out the best output ๏ฑโSometimes the only one you have to beat is yourselfโ
- 7. AD JUSTIFICATION Used a catchy jingle Introduce the customer with production plant Appeal is not clearly defined Have an opportunity to uncover the fact for us
- 8. Segmentation Geographic In Germany- Volkswagen Golf In USA- Volkswagen Rabbit In Mexico- Volkswagen Caribe Demographic Low price- Golf 92 TSI High price-Golf R Wolfsburg Edition Psychographic Electronic version Motorsport This advertisement is made for people who are loved to live a adventurous life with a ruggedness personality.
- 9. Targeting 18-49 age group people Cost conscious people Sporty people
- 10. Positioning The main slogan of VW Golf is โโOne of the greatest pleasures you can have.โ But in this ad , the slogan is โSometimes the only one you have to beat is yourselfโ . Through this slogan they tried to differentiate themselves and take a position in customer mind.
- 11. Analysis of appeals used in this ad Rational? Emotional? Didnโt see any kind of dominant attributes or features in this ad. A simple modification news are presented here which have the possibility to skip by maximum customer. Didnโt create any types of personal or social feelings without self-esteem. But self esteem is the final stage of human need.
- 12. Misinterpre -tation Unclear Concept Effects on Children Lack of Information Improper Featuring Improper Use of Appeal Limitations
- 13. Improvement of the Advertisement ๏งEmphasized on simple message- giving ๏งViolence could be denied ๏งAppeal should be used properly ๏งEmphasized on feature telling
- 14. Lesson to be learned โขAn advertisement is not as good as the brand sometimes think about it. โขAlways try to think that the brand is on a highway. โขThe creativity of an advertisement must be match with the knowledge of target market. โขTaking the stand through advertisement canโt be faked. โขBefore telecasting the advertisement in the mainstream media, there must have some concern on different issues such as right spokesperson, target market concern, anti social activities.