The New VW Beetle Case Study

Case: The new Beetle brand Volkswagen conveys information about affordable cars. The products of these companies are regarded as products that provide German technical advantages in an economical way. Do these cars represent completely different driving experiences? More connections to the road? Various driving styles are approaching the world. German engineering and car heritage are more interesting and comfortable driving experience is a strong advantage. Affordable price is one of the most important elements for most other German car manufacturers representing high end products in this field.

This case study will explain the history of Volkswagen (VW) in the United States, especially the release and resumption of Beitle, one of the most successful Volkswagens. Why is the position of the new Beetle impossible? Volkswagen (Volkswagen) started business in the United States in 1949. This is a very successful type 1 or famous Beetle. In the 1980s, Volkswagen had to cease production due to several reasons for which legislation competing in Japan was enacted. In 1994, I started resuming the idol of the former brand.

In order for the public to make the most of the new Beetle, we need to identify the target market and value proposition. (Exhibition 2) Through surveys and a wide range of customer interviews, it was decided that the unified characteristics of the baby-boomer generation (former owner of the Beatles of the 1960s) and the new core viewers from 18 years old to 34 years old will be target markets It was. Each of these audiences is full of confidence and personality, needs to be the focus of attention, and is keen to drive well-designed German cars. These features are consistent with all features of the new beetle. There are other marketing challenges in the new Beetle, such as pricing, dealer loyalty, marketing budget, fashion, long-term suggestions.

In my opinion, we recommend public goals for baby-boomer generation. Baby boomers can not only have a strong connection with the beetle but also have a stable financial situation and can buy a new beetle. Some may argue that recent trends in consumers are indicative of changes in preferences for heavy-duty vehicles, but I believe that beetle nostalgia will still meet the needs of new beetles. In addition, the general advertising budget is relatively low. The baby-boomer generation is well exposed to print advertisements, and already familiar with Beetle, their goal is definitely more cost-effective.