The New Beetle - Case Study
A Case Study on
“The New Beetle”
[pic 1]
Group 1
Submitted To: Submitted By:
Dr. Waheed Akash Gupta
Deepesh Kukreja
Prashant Singh
Prateek Mittal
Sanjana
Sarah Nandkumar
Subham Kumar
Introduction
The Volkswagen beetle was conceived in the mid-1930's in Germany by Ferdinand Porsche. It was at first known as the general population's auto. Americans first had a look at the beetle in 1949 when it entered the US showcase with its first model name-Type 1-Volkswagen for the beetle. It had a particular round shape, confront like front end and low cost. Most importantly, it emerged from the overrated and larger than average residential autos. It was prominent with spending plan disapproved of understudies and in addition drivers who tried to express their singularity. Volkswagen deals in the United States took a tremendous plunge from 500,000 in 1973 to 50,000 in 1993. Volkswagen is re-propelling its image in America and is searching for approaches to position the new beetle with one foot in the past and the other on the quickening agent making a beeline for what's to come. With its plan work finish and introductory positive response from the market, VW is currently confronted with the assignment of transforming the fervor encompassing the auto into real deals. It needs to have full learning about the present market strengths, flow, buyer conduct and the market sections accessible.
Problem statement
In this case study the company has to decide upon a marketing strategy in order to efficiently and effectively promote the new beetle in the US. For this purpose, a proper targeting and a proper positioning of the required market has to be done. Apart from this an innovative advertisement needs to be done which would be successful in attracting customers to buy the car. There are mainly two marketing segments which are attractive for the sale of New Beetle which include young people who value individualism, are confident and desire to be at the center of attention and older people who were nostalgic after seeing the new model of Beetle. The company’s brand value had also gone down earlier and as it was facing problems regarding how to market the car in the US and make it relevant again. Although most of the dealers were confident about selling the car, a few dealers were a tad bit hesitant to sell the car in the market as they feared that the popularity of the New Beetle might only last for a short period of time. The price of the New Beetle was a bit high even though it was a family car.
SWOT ANALYSIS
Strengths
Volkswagen has different auto plans that are worked to suit distinctive client needs. It is additionally seen as the German designing vehicle with reasonable cost. For the new beetle, the particular shape with bends and smiley confront makes it stand separated from alternate autos out and about. It makes the driver feel distinctive and gives a one of a kind fun and pleasurable driving knowledge. It is likewise one of the most secure autos; the 1998 model of the new beetle is the most secure little auto that has been tried by the Insurance Institute for Highway Safety. The beetle looked engaging because of moderateness in cost and gas economy.
Weakness
For VW brand, the restricted appropriation channels and powerless association with merchants make the boundary to get to clients. Previously, VW appears to have feeble advertising technique that it has the least brand mindfulness and rate of advertisements review contrasted with different contenders. This may come about because of the lacking notice, wrong correspondence channels to speak with its objective clients or ugly commercials. What's more, its restricted spending plan at present is the limitation for VW to build its image mindfulness and advance its item.