New Beetle

by

Pierre-Maxence Barberi, Minell Enslin, Todd Gardner

03/19/2013

Outline

Analysis Industry Analysis Objectives 3Cs and 4Ps Recommendations

analysis
Created in 1937 => Peoples car

Founder: Ferdinand Porsche

3 cars in the Top 10 list of best selling cars of all time:

Sales in the USA

analysis
Most successful car model ever: 21 million sold Unique design, high brand awareness Brand association: nostalgia (first car, good moments), fun, personality, customizable, trip, friendly Many associations of Beetle owners created all around the world

Objectives for the

cars) Develop an innovative advertising and media campaign Target a younger segment but also relate to the Baby Boomers Keep the image of Volkswagen Not a one-car company will contribute to at least 25% sales (55,000

Todays

brand perception

product line is tired and old compared to Japanese cars

Lack of interest and excitement for the brand Poor quality and reliability

Product

publics reception
It is like a family member who lives in the garage
People like round shapes

Uniqueness of the driver

Innovation mixed with tradition, quality, and originality Affordable German engineering

Challenges
Which positioning?
Use nostalgia => The Beetle was part of your life before, it can be part of it now again! Attract new generation => this is a PERSONAL car you are unique, differentiate yourself with a very unique car

Price

Promotion
TV Spot Print advertising Shows Magazines (Car & Driver, Motor Trend, Automobile, Architecture Digest, Spin Life, Sports Illustrated, Glamour, Vogue) Offer journalists the opportunity to drive the car

Drivers Wanted Campaign?

You are not driving a car, you are driving a dream. A friendship rekindled.

Princing and Media selection

Budget: $25,000,000 Media selection that is used: Television 60% Print 20% Radio/Billboards 20%
Campaign for Younger Generation Glamour Life Campaign for Baby Boomers Amount of Pages Amount of Pages Total Cost 30 $ 30 $ 2,447,400.00 2,148,900.00

Total Cost

Architectural Digest
Sports Illustrated Total=

10 $
5$ $

602,700.00
170,000.00 5,369,000.00

20% of Budget

Place
Intensify relationships between Volkswagen car dealers and the company Lease to own financial programs

Flag ship Store

Recommendation