The New Volkswagen Beetle - Research Proposal Example

MBA 610 The New Volkswagen Beetle 1 Introduction  Volkswagen Beetle started with amazing advertising that called that time “Think Small”. This advertising was the biggest step that showed the world the small practical car. It started as strange-looking automobile. Now, it is a famous, successful car company that is working on achieving the highest profit as it products used to be. It has received world-wide acclamation for the growth of the company’s revenue growth. It has also been a journey that has made it one of the growing companies with strong presence across the world, and maintained a better standard in safety and pricing strategies. It needs to work on the targets it aims for, the position estimate, the price of its product and where will you sell it in order to keep stay on the highest profit. This will require feasibility studies to generate the required standard of meeting its goals. It is a chance to meet the growth of the society as well as generate new platforms that will position it in a place that will greatly provide more chances of growth and determination for the sake of getting the right position at all times. We will talk about all of these in deeper space through this research. 2 Targeting The Volkswagen Beetle had to change its targets and had to replace them from Primary target to secondary target. It used to target the babybomers generation as the Primary target. In this time, the new beetle is targeting two different generations. They are the millennials and the babybomers. It is a cool car for young millennials because it has a good technology such as the GPS, and has a modern design. Millinals are the primary target for the Volkswagen Beetle. Women buyers were the most for long of time than men. The secondary target is babyboers. The Volkswagen Beetle uses the classical marketing to attract the babybomers and the old generation of the millennials that have a good salary, and only feel tired of work and family life. It also includes who miss their childhood and who believe that old days were more fun. In this case, the strategy for beetle marketing department is to be the practical vehicle that support every time you are going to meet friends by playing music and searching in the GBS. On the other hand, Volkswagen Beetle marketer uses the modeling marketing for young millennials by including technology such as apps with iPhones and improving the car style to follow the new modern. Volkswagen Beetle uses two different campaigns for the Primary and the secondary. 2-1 geography Segmentation The Volkswagen Beetle is Germen Company interred to American market in 1949. In 1968, it was selling half million cars in only USA. Nowadays, it sells cars throughout the world such as Ireland, Japan, UK and recently china. 2-2 demographics (Gender, race, age, income ) About gender, Volkswagen Beetle is considered to be a care for female. In 2012, Volkswagen Beetle marketers were attempted to change its design to be more masculine. It removed the cute features, changed the flattened body in order to extend its men buyers. However, according to car.com, the men buyers increased from 29% to 35% of the buyers. The number of women decreased from 71% to 65%. These numbers show that the things they changed did not help strongly in 2012. After 2012, the numbers of men buyers has increased in strong way. In 2013, the men buyers became 46% in United State. Therefore, Volkswagen Beetle is no longer considered to be as much of “chick car” company as it was in the past. 2-3 psychographic As we knew, the primary target for the new beetle is millennials. Volkswagen Beetle has been working on millennials thoughts in order to follow their needs. It designed to work especially well with smartphones. It came up with its own apps that it similar to video games that millennials in general like to play. And it added another technology such as GPS. Volkswagen Beetle is including this technique because millennials are captivated by technology. They use this technique to get inside millennials mind. Also, we can see this obviously in their commercials. The commercials that target millennials include young people, fashionable clothes and technology. On the other hand, babybomers are the secondary target of the new Volkswagen Beetle. Volkswagen Beetle has mad specific commercials for this target. It talks about the history when babybomers were young and when beetle became popular. These appeals to their emotions because it reminds them of their youth and the original beetle and make them feel young and proud of being Volkswagen Beetle owner. This way of marketing is called classic and it’s a big step to bulled bran. Through the secondary target, Volkswagen Beetle are looking for consumers who are loyal to specific brand. 2-4 Behavioral terms 3 Position estimate The new Volkswagen Beetle is dealing with different targets. This is could be a challenge for any company. The new Volkswagen Beetle gives every target the attention it needs. The new Volkswagen Beetle made two different advertising campaigns for the primary and the secondary targets. It both campaigns have lower budget comparing with challengers such as Honda. Also, after it notes that women buy more than men, it changes some of it feature to fit on the both men and women. It should keep focus on the changes happen with the different consumers and not only lean on the primary target outcome. It has received so many competitors over the years, and the numbers continue increasing. The traditional rivals are Japan’s Honda and Toyota, as well as United State’s Ford and GM. These are companies that have had a great impact in the recent past, something that has maintained a great impetus in making Volkswagen grow its portfolio over the years. It has had to diversify asa way of making it easier to deal with the growing issues in essence, the goal of the stronger brands is to set the pace and ensure that the people understand its intentions. The new model has inspired more men to buy the track-inspired car, something that has diversified its market and also provided its clients with more possibilities. It is also diversifying in its interior décor and has allowed many more clients to enjoy superb attributes.  4 Marketing Mix the four PS  4-1Product:  It is Volkswagen Beetle, from VW family that has long experience in automobile markets. With a reputation that goes way back to 1938, the company has increased its prowess in defining the possible methods through which a single brand can remain relevant in a competitive society, hence a chance to generate the required revenue that keeps the company on its feet. The changing products over the past decade have made the product more appealing to the clients, and that has made it realize its goal of remaining relevant in the market that assures the society of better relations and working ethics for the sake of maintaining a stable clientele stream. Core product attributes are also making it very appealing to clients. Its warranty is better than most of its rivals as it creates an annual maintenance feat for the car even after the initial warranty expires. The brand makes it easier to sell its product even more. Its world-acclaimed customer service and quality of its products have made it easier to attract new clients and make it easy to sell the brand across the world. 4-2 Place:  Each of the manufacturing plants for Volkswagen is situated in a strategic location that allows it to easily channel its cars to the market and make deliveries on time this has also created a chance to meet the needs of its clients. In countries such as India, the company aims at placing automobile outlets within 45 minutes reach, something that is convenient for clients. This is an important strategy the company needs to keep in check. 4-3Price:   The company has made it easy to meet the main demands of the company based on the size and level of exclusivity of the car on sale the rice also differs based on the options provided as well as the engine’s power. It has come up with new versions that have diversified the pricing factors. It is neither as expensive as Audi and BMW, but also not as cheap as Hyundai and Maruti.  4-4 Promotions:  The new Volkswagen Beetle Advertising is consist of two type of advertising. The first type is classic advertising for old millennials and baby boomers and modern advertising for millennials who interested in technology. Another type of advertising is modeling advertising that focus on the new technology in the car in order to satisfy millennials needs. Online advertising is a good way of working on the publicity of the company this will provide the company with better presence, with TV adverts also being a good option. Salesman promotion is a good way of working on publicity and promotion of the company’s products. This implies getting the right people with skills to sell the products to clients without losing their trust. The training is essential, and the returns will be higher as well. Discounts are also good ways of attracting clients, something that will boost the company’s presence in any location References: https://en.wikipedia.org/wiki/Volkswagen_Beetle https://www.cars.com/articles/2014/12/do-men-buy-the-volkswagen-beetle-/ http://www.theglobeandmail.com/globe-drive/culture/commuting/volkswagen-beetle-finally-ditches-its-chick-car-label/article17379729/ https://www.creamglobal.com/17798/34003/rockin'-the-vw-beetle-in-china Read More