This website uses cookies to ensure you have the best experience. Learn more

Vw Beetle Hbr Article Essay

1129 words - 5 pages

The marketing team has asked how VW could back the excitement it once had in the marketplace, while updating the brand's image to appeal to anew generation of consumers. The answer is the new VW Beetle. Our marketing team collaborated with Arnold Communications and are poised to position the VW Beetle with one foot in the past and the other on the accelerator heading for the future. Newsweek recently indicated that the new Beetle is a marketer's version of "Mission Impossible". This is due, in large part, to the fact that the positioning of the new Beetle could either be defined as a niche product or could simple be a part of a single-product successes VW experienced during the late 1950's.Beginning in the late 1950s, VW experienced a number of single product successes in the US market. These successes included the Beetle, the Rabbit, the Microbus, and the Karmann Gia sports couple. In fact, by the end of 1954, a total of 8,913 Volkswagens were purchased and were being driven by American consumers. Despite being seen as the automotive icon of the 1960s, US VW sales declined from over a half a million cars in the 1970s to less than 50,000 cars by 1993. (exhibit 1) A number of factors contributed to this:ćThe appreciation of the Deutsche Mark against the dollar threatened to price VW cars out of the marketćNew competitive threats from Japanese brandsćThe 1982 recession; drop in oil pricesćDeclining popularity of hatchbacksćRequirements of new environmental legislation, ceasing production of the BeetlećFailure to keep in step with the American consumers changing demandsćSupply constraints at a Mexican plantDespite the fact that sales were expected to pick up once supply constraints were lifted at the Mexican plant, it would not be enough to bring sales back to the levels seen in the 80s and 90s. In response to this challenge, VW began working with Arnold Communications to bring back the excitement while updating the brand's image to appeal to a new generation of consumers. This was accomplished by the launch of the "Drivers Wanted" ads. The new campaign captured what it meant to drive a Volkswagen; rationally it was the only brand that offered the benefits of German engineering affordably, and emotionally it represented a completely different driving experience. The brand was now positioned as a unique driving experience not just on the car's ability to get people from point A to point B. Overall, the campaign took the less traditional approach to marketing to consumers. Rather than focus on a defined, targeted audience, the campaign focused on a feeling, an experience that crossed cohorts. This contributed to the success of the "Drivers Wanted" ads, and ultimately led to higher sales when coupled with attractive lease-financing deals.Another strategy to bring back slumping sales was the redesign of the 60s Beetle. The new vision for the car was to combine the...

Find Another Essay On VW Beetle - HBR Article

Using the New French Prusik Knot in the International Tree Climbing Championship

3858 words - 15 pages just work different. There is a picture I use: It is like driving 1300 VW Beetle and changing to a Porsche. They both are cars and bring you safe from one point to the other just the clutch works a little different. But anyway you should not learn a knot that you depend your life on out of a book. It does not matter how it is called. Knots are an art of understanding, an old science given from one generation to the other. Kay-Olaf Busemann has

When the Bubble Burst Essay

1539 words - 6 pages By the time I arrived state side from my second tour in the Middle East the housing bubble had already burst. I noticed a drastic change in the way that many of my friends and family were living. Several of my friends that worked in real estate had sold their boats and seconds houses. My own stock portfolio had lost a third of its value. My sister and her husband had defaulted on their home mortgage leaving them scrambling for a place to live. I

phase diagram

4456 words - 18 pages Introduction: Chemical equilibrium is a crucial topic in Chemistry. To represent and model equilibrium, the thermodynamic concept of Free energy is usually used. For a multi-component system the Gibbs free energy is a function of Pressure, Temperature and quantity (mass, moles) of each component. If one of these parameters is changed, a state change to a more energetically favorable state will occur. This state has the lowest free energy

Revolutionary Work of Art

1890 words - 8 pages Walter Benjamin emphasizes in his essay, “The Work of Art in the Age of its Technological Reproducibility” that technology used to make an artwork has changed the way it was received, and its “aura”. Aura represents the originality and authenticity of a work of art that has not been reproduced. The Sistine Chapel in the Vatican is an example of a work that has been and truly a beacon of art. It has brought a benefit and enlightenment to the art

Enlightenment Thought in New Zealand Schools

1594 words - 6 pages In this essay I will be looking at how the political and intellectual ideas of the enlightenment have shaped New Zealand Education. I will also be discussing the perennial tension of local control versus central control of education, and how this has been affected by the political and intellectual ideas of the enlightenment. The enlightenment was an intellectual movement, which beginnings of were marked by the Glorious Revolution in Britain

Psychological Egoism Theory

2240 words - 9 pages The theory of psychological egoism is indeed plausible. The meaning of plausible in the context of this paper refers to the validity or the conceivability of the theory in question, to explain the nature and motivation of human behavior (Hinman, 2007). Human actions are motivated by the satisfaction obtained after completing a task that they are involved in. For example, Mother Teresa was satisfied by her benevolent actions and

How Celtic Folkore has Influenced My Family

1587 words - 6 pages Every family has a unique background that influences the way they live and interact with other people. My parents, who emigrated from Ireland to the States with my three brothers in 1989, brought over their own Celtic folklore and traditions that have helped shaped the way our family operates and lives. One aspect of folklore that has helped shape my family dynamic is the Celtic cross—both its background and what role it has played in our lives

Julia Margaret Cameron

1406 words - 6 pages At a time when women were looked upon as being homemakers, wives, mothers and such the late 1850's presented a change in pace for one woman in specific. Photography was discovered in 1826 and soon after the phenomenon of photography was being experimented with and in turn brought new and different ways of photo taking not only as documenting real time, but also conceptualizing a scene in which an image would be taken. Julia Margaret Cameron will

Evaluation of School Improvement

1403 words - 6 pages The evaluation process should be progressive to incorporate overall planning, implement changes, which contribute to success. In order to focus on school climate and norms, the evaluation design must include the students, instructions, and outcomes to improve communication and building-level concerns to be address in this response. School Climate and Social Norms The school principal, other staff leaders, and personnel set the tone and the

Case Study: The Benefits of Animal Testing

1757 words - 7 pages Nine year old Amy has already had a rough start in life. She was born with an abnormal heart that hinders her everyday activities. Amy is unable to keep up with kids her own age because she often tires out easily. As a consequence, she has very little friends and is often alone. Amy is forced to take different medications everyday just to survive. Amy’s life consists of medicine, doctors, and constant hospital visits. However, Amy is due for a

Myth and Magic: Realism in "One Hundred Years of Solitude"

1531 words - 6 pages “He enjoyed his grandmother's unique way of telling stories. No matter how fantastic or improbable her statements, she always delivered them as if they were the irrefutable truth” (Wikipedia, 2011). Experiences are particular instances of one personally encountering or undergoing something and in these moments of time life changes for the best or the worst and memories are formed. These recollections such as riding your first bicycle, going to

Similar Essays

Marketing Plan For Volkswagen Bettle Essay

3805 words - 15 pages November 2012].Blundell, M. (2011). Volkswagen reveals the all-new 2012 beetle. [online] Available: http://www.autorivals.net/hatchbacks/2012beetlevs2011beetle/2012beetlevs2011beetle.htm [Accessed: 17 November 2012].Car group tests (2012). VW Beetle vs rivals - specifications. [online] Available: http://www.autoexpress.co.uk/car-reviews/40877/vw-beetle-vs-rivals-specifications [Accessed: 17 November 2012].Consumerreports.org (2012). 2012

Automobile’s Contribution To Identity In America

2216 words - 9 pages sociological discussion and cultural study, this article will discuss the iconicism of the automobile and how it contributes to an individual’s identity. For some this is the Volkswagen Beetle – a car that embodies nostalgia and the by-gone era of the 60’s (Wilson, 2005). For others, the identity is the nationalism and pride invoked by owning a car that typifies a true red-blooded American (Edensor, 2004). And for others identity is defined by the

Economic 360 Automotive Industry Essay

2420 words - 10 pages shopping and who was already a proud owner" (Sendejas, 2003). "VW owners have been known for their loyalty to the product, so these people have been raised by driving a 1960 Beetle and now they're up to a 2003 Beetle or a new Passat," said Clint Minchew, the dealership's sales manager, "they just believe in and are die-hard Volkswagen fans"(Sendejas, 2003). Road trips, off road adventures, and driving courses are other services dealerships may

Advertising And The Women's Movement Essay

2035 words - 8 pages Hoover,” and PEP Vitamins advertised, “So the Harder a wife works, the cuter she looks!” Since women were only useful to men behind closed doors, marketers promoted their products and encouraged husbands to keep their wives inside with images that portrayed them as clumsy annoyances outside of the house. Volkswagen played on the women are bad drivers cliché with a picture of a dented VW Beetle and, “Sooner or later, your wife will drive home