Volkswagen New Beetle
1- Problem Statement
a) Defining the Problem. Volkswagen's core problem is to decide whom to target and how to communicate the New Beetle's benefits and characteristics, utilizing a launching campaign with a limited budget, which implies deciding which aspects of the product to emphasize, media to use, price to determine, and positioning to use, consistent with the new brand message the company wants to transmit its customers.
b) Effects and Consequences. A research conducted showed mixed reviews and opinions about the car. The target market encompassed Volkswagen's core audience of 18 - 34 years olds and baby boomers. Buyer's characteristics were identified as confident, individualistic, and a desire to be the center of attention. In addition, Volkswagen felt it could leverage the nostalgia surrounding the car. However, appealing to young adventurous individuals and nostalgic baby boomers seems to be contradictory. If the company is not able to target the market appropriately,......
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Approximate Pages: 6 (250 words per double-spaced page)
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