...new product positioning and brand essence, Arnold came up with the “Drivers Wanted” campaign. I believe the success to this campaign was the actual slogan itself, which was created from a strategic segmentation strategy. It invites the consumer to be a part of VW and the experience of driving their vehicles. The slogan is motivational in the sense that it welcomes all consumers to join the VW family while satisfying their needs as drivers. After interviewing a diverse group of people about their past relationship with the original Beetle and a possible relationship with the New Beetle, Arnold found that the two potential target markets were the baby boomers and the new VW audience which comprised of 18- to 34- year- olds (younger generation). The baby boomers tied certain memories and past experiences to the old Beetle, while the younger generation had an emotional connection to the New Beetle. The positioning of the New Beetle for baby boomers should concentrate on the memories the car created when it first arrived in the 60’s. I think the marketing campaign...
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...standard error was 0.9728 (Figure 2). A comparative t-test was performed and from it the t-value, degrees of freedom, and p-value were determined. The t-value, for two-tailed distribution, was 2.20099, the degrees of freedom was 11, and the p-value was 0.00033 (Figure 1). DISCUSSION: Our hypothesis was accepted because the female bean beetles preferred to lay eggs on the beans without eggs rather than the beans with eggs already on them; therefore, the null hypothesis was rejected, because the p-value, 0.00033, was less than 0.05. This research is important because it tells us more about the ovipositional preferences of the female bean beetles. Larvae can’t move from the egg which is deposited, so the bean determined the future food resources that is available for their offspring, which would affect the the influence of the growth or reproduction; therefore, minimizing competition of resources between the offspring. It also important to know how if intraspecific competition will severely limit the rate of a population and there has been little published research done on this concept. In a similar experiment, the behavior of bean beetles was observed as well. The data also shows scramble competition, both in terms of the process of competition and its outcome. Their results showed that the more larvae per cowpea, the less emergence weight of the female...
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...Oxsher Technology is becoming more advance each day. In the article, Cyborg Beetle, written by Michel M. Maharbiz and Hirotaka Sato, the military is developing small robots that can be used as spy equipment that can fly inside caves and barricaded rooms to send back information about people and weapons inside. The Cyborg Beetles will also be functional in major disasters that happen throughout the world. For example, if people were enclosed in a cave, the Beetles could bring back information like how many victims are trapped inside or the medical state of the people trapped inside. The article provided quality information on the capabilities and history of Cyborg Beetles, why Beetles where chosen for the experiment, and if these Cyborg Beetle should be used as military spy weapons. The author went through a few possibilities such as dragonflies and ordinary houseflies. They realized that the dragonfly body was too fragile for this experiment and the housefly body was so small that it would take a nanosurgeon for the implant to be necessary (Maharbiz, M. M., Sato, H. 2010).They wanted to place wires to control how the insect wings moved and cameras to see anything. The author used the book called “The Biology of the Coleoptera,” which is a classic guide to the world of beetles written by R.A. Crowson in 1981 (Maharbiz, M. M., Sato, H. 2010). The book provides ample information on a variety of beetles and gave the authors important information such as the size that range from...
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...Oxsher Technology is becoming more advance each day. In the article, Cyborg Beetle, written by Michel M. Maharbiz and Hirotaka Sato, the military is developing small robots that can be used as spy equipment that can fly inside caves and barricaded rooms to send back information about people and weapons inside. The Cyborg Beetles will also be functional in major disasters that happen throughout the world. For example, if people were enclosed in a cave, the Beetles could bring back information like how many victims are trapped inside or the medical state of the people trapped inside. The article provided quality information on the capabilities and history of Cyborg Beetles, why Beetles where chosen for the experiment, and if these Cyborg Beetle should be used as military spy weapons. The author went through a few possibilities such as dragonflies and ordinary houseflies. They realized that the dragonfly body was too fragile for this experiment and the housefly body was so small that it would take a nanosurgeon for the implant to be necessary (Maharbiz, M. M., Sato, H. 2010).They wanted to place wires to control how the insect wings moved and cameras to see anything. The author used the book called “The Biology of the Coleoptera,” which is a classic guide to the world of beetles written by R.A. Crowson in 1981 (Maharbiz, M. M., Sato, H. 2010). The book provides ample information on a variety of beetles and gave the authors important information such as the size that range from...
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...w 2010 Mission Impossible: Launch of the New Beetle [NEW BEETLE CASE STUDY] 1. INTRODUCTION At a time when American¶ were skeptical about the purchase of imported cars, due to lack of availability of spare parts and costly repairs, heightening, Germany¶s existing image problem in the market, Volkswagen introduced the Beetle in 1949 which turned out to be a phenomenal success and envisaged a cult- following by the 60s. However due to factors, such as Deutsche Mark appreciation, declining hatchback popularity, new environmental legislations all led to a dramatic decline in the sales of the Volkswagen Beetle. The sales after peaking in 1968, died out completely by 1981. Subsequently with a renewed focus to leverage a no. of value propositions from the old beetle such as strong heritage value, focus on unique driving experience and delivering German technology at an affordable value, the company decided to re-model the Beetle to incorporate design features such as ± honest, reliable, simple and original to design the New Beetle. After meeting with success through its initial promotional campaigns, the company¶s marketing manager Vanzura had decided to target the Baby boomers with a proposition aimed at µindulging in nostalgia. While rival companies spent upwards of 100 million dollars towards promotional budget, Vanzura would have to content with 25% of the typical budget size, which would further shrink if Vanzura would have to allocate dollars towards promotional expense...
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...THE NEW BEETLE INTRODUCTION The Volkswagen beetle was born in the mid-1930’s in Germany by Ferdinand Porsche. It was initially known as the people’s car. Americans first had a glimpse of the beetle in 1949 when it entered the US market with its first model name-Type 1- Volkswagen for the beetle. It had a distinctive round shape, face-like front end and low price. Above all, it stood out from the overpriced and oversized domestic cars. It was popular with budget-minded students as well as drivers who sought to express their individuality. Volkswagen sales in the United States took a huge dip from 500,000 in 1973 to 50,000 in 1993. Volkswagen is re-launching its brand in America and is looking for ways to position the new beetle with one foot in the past and the other on the accelerator heading to the future. With its design work complete and initial positive reaction from the market, VW is now faced with the task of turning the excitement surrounding the car into actual sales. It has to have full knowledge about the current market forces, dynamics, consumer behavior and the market segments available. Marketing Problem Volkswagen is unclear of their target market. It has two segments of target audience; the baby boomers and Gen-X. Knowing they have the potential to attract both the baby boomers and Generation X, Volkswagen will need to evaluate both target markets’ preferences and lifestyles in order to come up with ways to promote the beetle. The product/brands should...
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...Assignment for Week 10 Jennifer Mininno 04/13/2012 1. What are the various market targets for the New Beetle available to Volkswagen? Describe each both demographically and psychographically. What are the pros and cons of each option? What are the appeals of the New Beetle to each group? The New Beetle target markets included VW new core audience of 18-34 and Baby Boomers. Gen-X audience: - Younger people (18-34), single or married without children, students or professionals - Enjoy active role in driving, challenging winding roads, not always obey to speed limits, see the car more than a way to get from one place to another. - Unique attitude towards life: well informed, adventurous, creative, confident, selfsufficient, experimenters. Pros: - Consistent with the VW overall target, which skewed to a younger, more affluent and more educated consumers - The design of the new Beetle (honest, simple, reliable, original, safe and high performance car) appeals to the Gen X audience. - They connect with the “fun” aspect of the car and with the individual driving experience: “My job is very conservative, but that’s not really the way I am. (…) But when I get out of work, I’m not that. I mean it’s fun, it’s a fun car.” - They connect with the social aspect of owning a car: how people look at me because of the car I drive? With the New Beetle consumers can express their individuality, their personality in a bold and confident way: “I see it for someone who is unique...
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...http://www.scribd.com/doc/52123169/ExMBA-2010-13-33-Beetle-Case-Study - Imp ------------------------------------------------- INTRODUCTION At a time when American¶ were skeptical about the purchase of imported cars, due to lack of availabilityof spare parts and costly repairs, heightening, Germany¶s existing image problem in the market,Volkswagen introduced the Beetle in 1949 which turned out to be a phenomenal success andenvisaged a cult- following by the 60s. However due to factors, such as Deutsche Markappreciation, declining hatchback popularity, new environmental legislations all led to a dramatic declinein the sales of the Volkswagen Beetle. The sales after peaking in 1968, died out completely by 1981.Subsequently with a renewed focus to leverage a no. of value propositions from the old beetle suchas strong heritage value, focus on unique driving experience and delivering German technology atan affordable value, the company decided to re-model the Beetle to incorporate design features such as ±honest, reliable, simple and original to design the New Beetle. After meeting with success throughits initial promotional campaigns, the company¶s marketing manager Vanzura had decided to target theBaby boomers with a proposition aimed at µindulging in nostalgia. While rival companies spent upwardsof 100 million dollars towards promotional budget, Vanzura would have to content with 25% of thetypical budget size, which would further shrink if Vanzura would have to allocate dollars...
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...Mealworms are the larvae stage the darkling beetle and because of this they are not really worms. The mealworms are golden brown in color and they like to live in dark and moist environments. They also can be very commonly found in homes near the stored grains (Iowa Insect Information Notes, 2005). It is commonly known that these organisms feed on organic matter, but they are also notorious for being found in a home where a family keeps its grains. Mealworms were used for this experiment because they are inexpensive to obtain and produce lots of offspring so we can use them for a bigger sample size to obtain better results in our experiment. What interests me about these bugs is that this experiment could possible help us get a better understanding...
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...THE GAMBIA COLLEGE SCHOOL OF PUBLIC HEALTH COURSE: EHS 311: INTEGRATED PEST MANAGEMENT TOPIC: LADY BEETLE Presented by: Omar ceesay GC # 214426 Submitted to: LECTURER: Mr. Fabakary minteh DATE: 9TH MARCH 2015 Lady beetles, also known as “ladybugs” or “ladybird beetles”, are familiar insects. They belong to phylum arthropod and family of Coccinellidae. Some 70 species are native to Colorado and about 10 to 12 additional species have established during the past century. Adult Lady Beetles are round and small (1-10 mm) long. This paper gives a comprehensive overview of the morphology and the economic importance of the lady beetle. The morphology look into the size, shape and the colour of the above insect, while the life cycle look into the various stages of the development from the egg to the adult. Under the economic important, it look into its impact on human, on agriculture and its medical impact as well. It went further to look at the types of lady beetle and its habitat as well as some of the preventive measures in controlling and managing them. Key words: lady beetle, pest, Coccinellidae ...
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...1. What are the various market targets for the New Beetle available to Volkswagen? Describe each both demographically and psychographically. What are the pros and cons of each option? What are the appeals of the New Beetle to each group? The targeted markets available for the New Beetle were the young drivers between age of 18-34 years old and baby boomers. -Young drivers (18-34 years old) The consumers in this target markets are mostly single and well-educated. They are fun and adventurous; they see driving more than just getting from place to place. They are confident and like to be the center of attention. The New Beetle has unique and non-conservative design that look “beautiful and interesting”; it is what the younger consumers like about the car. Also, the car is sold at a lower prices comparing to other European luxury cars. It is definitely more price-friendly and affordable to the young consumers. In addition, there was an existing marketing campaign targeting to a younger generation of drivers and product introduction such as the t spending even more marketing budget on the spirit of young drivers. Also “driver wanted” campaign shares similar attitude with the New Beetle, it captures the sprit of energetic and fun driving experience. Although the consumers in this group like the uniqueness of the car and relatively low price tag, most of them do not have past experiences of buying cars. It might take a lot of effort to sell a car to this targeted market than the...
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...The Asian Long Horned Beetle Introduction The sustained existence of our environment and ecosystem is quickly being diminished and depleted by invasive species. Invasive species can be thought of as non-native, or alien species to a specific ecosystem that immediately causes economic or environmental harm or even harm to human upon introduction (7). This is concerning not only to our well being, but also on a macro-spectrum, our environment. In time where global warming and industrialization are already challenging the preservation of the biodiversity of ecosystems, invasive species are becoming an increasing threat to environments and ecosystems. A species that has recently threatened and destructed many states including Massachusetts, New York, and Ohio, is known as the Asian Long-Horned Beetle. The Asian Long-Horned Beetle attacks many species of trees, including “poplars, maples, elms, and mulberries” and has a primary impact on street trees (5). Although the beetle is no bigger than an inch, it definitely packs a punch, causing massive and widespread destruction, which costs several hundreds of dollars to be spent per infestation. Background on the Asian Long-Horned Beetle The Asian Long-Horned Beetle is a native to Asia and was introduced to the United States in 1996 from “wood pallets and other wood packing material accompanying cargo shipments from Asia” (7). The Asian-Longhorned beetle is a tiny creature that is measured to be 1 to 1.5 inches in length and antennae...
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...What are the various market targets for the New Beetle available to Volkswagen? Describe each both demographically and psychographically. What are the pros and cons of each option? What are the appeals of the New Beetle to each group? There are two main target audiences for the New Beetle - baby boomers and younger generation (18- to 34- years-old). The customers were demographically diverse like gender, life cycle, occupation or education etc. but share some common psychographic characteristics. Demographically: The baby boomer had family and children and stable job. The younger generation was single or married without children, having unique and active lifestyles. Psychographically: he baby boomer had strong emotional connection with Beetle and young people saw Beetle as a representative of their personality. They both appreciated an inspiring design and German engineering. For baby boomers, Pros: 1. They had strong emotional tie with the old Beetle. The new Beetle was considered as reminds of cherished memories and made them nostalgia. 2. They had been working for many years, so that they could afford the price of at least $15,200. 3. Print advertising could reach baby boomer most cost-effectively. Cons: Since baby boomers were having a family, they probably preferred larger car like SUV or minivan. For younger generation, Pros: 1. They thought Beetle is fun and had the connection with Beetle such as personality or dream. 2. They liked...
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...NEW BEETLE: A New Take on the Legendary | Marketing Management Case Study | Emir Sunay | 1. Target Audience for New Beetle New Beetle is the new model of Volkswagen which takes the classic elements and basic shapes of the old Beetle and combines it with the latest technology and modern detail. It is based on the latest Golf platform. Liz Vanzura, the marketing director for Volkswagen, significantly has to define a target audience for the New Beetle in order to successfully market the car within a limited budget. VW executives decided to make the brand important and relevant to the '90s buyer. This new model should also be marketed aligned with this strategy. The general target audience of Volkswagen does not consist of a distinct group; but its users have several common personalities which are being adventurous, confident, creative and individualistic. They also enjoy active driving and challenging roads; therefore they are highly concerned about their cars' driving characteristics. There are two distinct potential target audiences for the New Beetle, which can simply be defined as Generation X and Baby-Boomers. Generation X is the young adults in the country who are between the ages of 18 and 34. These people are more educated and more affluent compared to the average car buyer. Baby-Boomers is the generation which consists of people born between 1946 and 1964 in the U.S. Many members of this group has experiences with the old Beetle and they are likely to connect...
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...Trip of the Volkswagen Beetle Copyright © 2012 by Andrea Hiott All rights reserved. Published in the United States by Ballantine Books, an imprint of The Random House Publishing Group, a division of Random House, Inc., New York. BALLANTINE and colophon are registered trademarks of Random House, Inc. ISBN 978-0-345-52142-2 eBook ISBN 978-0-345-52144-6 [CIP Information] Printed in the United States of America on acid-free paper www.ballantinebooks.com 246897531 FIRST EDITION Book design by Simon M. Sullivan What is love? After all, it is quite simple. Love is everything which enhances, widens, and enriches our life, in its height and in its depths. Love has as few problems as a motor-car. The only problems are the drivers, the passengers, and the road. —Franz Kafka Introduction In 1949, a ship called the MS Westerdam departed from the coast of Europe, its hundreds of passengers headed toward U.S. shores. Nestled deep in the ship’s cargo compartment, a pair of headlights peeped out of a dark tarp; two wide, open circles leading to the soft curves of what would soon be known as the world’s most recognizable car. Protesters, rebels, dissidents, politicians, businessmen, the world’s corporate elite—all would eventually become entwined in its story. By the end of the 1960s, it would do what no other car had done before: transcend age, class, and country to become a symbol adopted by them all. Americans would call the car the Beetle. In other places it would...
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