Professional Documents
Culture Documents
Pepsi Co. saw a 49% increase in fans post Super Bowl XLV which in turn could drive up sales.
BMW also saw a 34% increase in likes/fans on Facebook and were able to get their product out to more people through the use of Facebook.
The score does not play a role in the viewership of commercials, because the super bowl is a major event that historically everyone watches no matter what teams are playing. And as the years have passed, not only has the super bowl become more and more popular, but also the commercials. People now tune in to the super bowl just to see the commercials because they know how companies save their best commercials for that day.
The company that should have saved their money would be Doritos because it has been such a popular brand name bag of chips. They did not have any competitors during the commercials for the super bowl, and they are the dominant brand name.
MARKETING MYOPIA
Marketing myopia is when a company focuses on a product rather than the customers This can be avoided by finding a target market to advertise to. Marketing myopia does and does not exist in the Super Bowl ads
Teleflora.com geared their flower commercial toward males age 18-50 buying flowers for their Valentines Doritos commercials were geared toward humor and merely getting the product out.
VOLKSWAGEN AS A COMPANY
COMPANY WEBSITE
The Volkswagen website has no details regarding the Super Bowl commercial. The Beetle model is not even on the front page of the website, but nine other models are.
COMMERCIAL CRITIQUE
The 2012 Super Bowl commercial for the new Volkswagen Beetle was funny and was easy to understand the concept or theme. The Theme was that Volkswagen is back in and better than ever. The Dog represented Volkswagen, the dog working out represented Volkswagen working on their new and improved product, and the dog at the end which is fast as lightning and playful represents the new Volkswagen Beetle. The target group for this commercial was for females, ages 28 40. The money was well spent because they got the company got their point across, and the commercial was catchy and caught the viewers eye.
SWOT ANALYSIS
Strengths The new Beetle has injected buzz into the brand, luring buyers into dealerships where they're also snapping up Passats, Jettas. VW's share price climbed 36% last year, nearly double the pace of the overall German market. VW has boosted their quality more than any other carmaker in the past five years, cutting defects and recalls by 60%. The Brand has been around for a long time so they are a trusted brand. Weaknesses VW still trails Toyota, Mercedes, Nissan, and Honda in overall quality. Bad publicity due to the sue from GM. Lacks performance in certain Volkswagen dealers around the world.
SWOT ANALYSIS
Opportunities Take advantage of the attractiveness of the new Beetle. Growth potential in the American market, last year American sales rose with a 59% increase for VW. Increasing demand for hybrid electric vehicles.
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RECOMMENDATION
Volkswagen must advertise for next years Super Bowl. They are able to relate to families watching the games and get their product out with likeable and recognizable ads.
By marketing to these families they reach a specialized audience that does not have many commercials geared toward them during the Super Bowl. Families rank Volkswagen ads high on their list of favorite commercials and when a family needs to purchase a safe, family car they will remember Volkswagen.
REFLECTION
When my team and I discussed who would do which part of the power points we had to make sure we were organized and that the work was evenly distributed among the group members. This project showed me how important it is to be organized when working in groups, and how important it is to plan out things before you try and complete them. Because I had to complete homework during the Super Bowl I had to plan accordingly where I would be watching it to make sure I could focus, and complete the task at hand.