...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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...VW hired a new ad agency, Arnold Communications, who was able to use psychographic segmentation to concentrate on what consumers the campaign should target. After almost pulling out of the U.S. market, VW wanted to revitalize its brand by making it relevant to the 1990’s driver. Since VW’s image and dealer confidence was diminished, Arnold decided concentrate on consumer/dealer perceptions of the VW brand. They held customer interviews, visited dealerships, and even drove the VW cars themselves. By doing this, they were able to fully understand the personality and lifestyle of VW consumers. Most importantly, they discovered that VW owners were adventurous people who liked to have more of an active role in driving. With all of the information that they gathered, along with creating a 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...
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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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...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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...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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...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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...Fireflies are familiar, but few realize that these insects are actually beetles, nocturnal members of the family Lampyridae. Most fireflies are winged, which distinguishes them from other luminescent insects of the same family, commonly known as glowworms. There are about 2,000 firefly species. These insects live in a variety of warm environments, as well as in more temperate regions, and are a familiar sight on summer evenings. Fireflies love moisture and often live in humid regions of Asia and the Americas. In drier areas, they are found around wet or damp areas that retain moisture. Everyone knows how fireflies got their name, but many people don't know how the insects produce their signature glow. Fireflies have dedicated light organs that are located under their abdomens. The insects take in oxygen and, inside special cells, combine it with a substance called luciferin to produce light with almost no heat. Firefly light is usually intermittent, and flashes in patterns that are unique to each species. Each blinking pattern is an optical signal that helps fireflies find potential mates. Scientists are not sure how the insects regulate this process to turn their lights on and off. Firefly light may also serve as a defense mechanism that flashes a clear warning of the insect's unappetizing taste. The fact that even larvae are luminescent lends support to this theory. Females deposit their eggs in the ground, which is where larvae develop to adulthood. Underground...
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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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...Name: Yolanda Sanchez Lab Activity 11 – Aquatic Biodiversity (Macroinvertebrates) NSCI 102 In this activity, you will learn about how samples of macroinvertebrates found on stream bottoms can be analyzed to determine water quality. Macroinvertebrates are organisms with no backbone that are visible without using a microscope. Crayfish, aquatic snails, and the larvae of aquatic insects are examples of stream-bottom macroinvertebrates. Macroinvertebrates are an important link in the aquatic food chain. They feed upon algae and leaves that fall into the stream and are eaten by larger consumers, such as fish. Macroinvertebrates are useful for studying water quality because some of them cannot survive in polluted waters, while others thrive. Since stream-bottom macroinvertebrates do not generally move very far within a stream, they are excellent indicators of long-term pollution trends. Levels of pollution may vary over time, so a one-time chemical analysis of the water may not provide an accurate picture. However, if pollutants are common in a stream, the macroinvertebrates found there will primarily be the ones that are tolerant of poor water quality. In addition, macroinvertebrates are relatively easy to collect, so analyzing this community can be used to get an initial indication of water quality to see if additional chemical tests are necessary. Materials needed for this lab: - Handouts: Stream Sample A, Stream Sample B, Macroinvertebrate Key ...
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...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 one millimeter...
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...STUDY OF THE VOLKSWAGEN NEW BEETLE [pic] MKTG Principles of Marketing TABLE OF CONTENTS Abstract Introduction Product concept Development of the Volkswagen New Beetle New Beetle adoption Marketing throughout the product life cycle Beetle brand Findings Conclusions Reference list Abstract *** “The Beetle is different, it makes you feel different. It is like a magnet”, - Volkswagen Chairman, Ferdinand Piech (Keith Naughton and Bill Vlasic, 1998) *** The present paper is the case study of the Volkswagen New Beetle from the marketing perspective. The thesis will analyze the product concept, and examine the New Beetle in terms of the concept in question. The purpose of the paper is to identify the issues in the application of theory with regard to the New Beetle as a product, describe the function and operation of this element of the marketing mix in Volkswagen, as well as to review the status of the identified issues in the reviewed company. The paper will consider the introduction of the New Beetle to the market and examine the respective phases of the product development. The thesis will also examine the adoption of the New Beetle as a product, overview the product lifecycle and the issues with regard to the Beetle brand. Overall, New Beetle is unique from other cars and can be the good example of the successful product development and adoption. The Beetle Brand is a successful...
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...Justin Byrd Branding Professor Wintrob September 8, 2013 The New Beetle 1. Why was the Drivers Wanted campaign successful? Why is this important relative to the New Beetle campaign? Every great campaign is powered by a great idea, strong motives, and a confidence that tells everyone in your organization, “Don’t worry, we got this”. Volkswagen delivered this with the Drivers Wanted campaign that helped the company step into the forefront. The hiring of Arnold Communications became an important factor in creating this great campaign. Arnold Communications preached that Volkswagen cars needed to be approachable, affordable, and more connected to the world and more importantly the driver. They wanted the “Drivers Wanted” campaign to make the Volkswagen brand more appealing to its consumers. This action really became a very important turning point for Volkswagen. Arnold Communications made strong analysis of the demographics and in doing so they were able to discover what made the Volkswagen’s customers different from your traditional car consumers. They also thought about what they wanted Volkswagen to represent, meaning what type of campaign will tell everyone “this is who we are, this is what we are not, and this is why we are better than the rest.” These potential consumers wanted to have better driving experience rather than just use the car as a way of transportation. They wanted the car to be a way of life so Arnold Communications took advantages of how people both...
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...Does anyone like slimey scaley creatures of all shapes and sizes? If so one might want to look into to a career of herpetology. There are several things one needs to do before becoming a herpetologist. They mainly help the population of reptiles and amphibians. There are a ton of places to work if one becomes a herpetologist. A herpetologist works to keep the population of reptiles and amphibians steady there is a lot of things one has to do before becoming one there are plenty of places to work after one becomes a herpetologist. A herpetologist is someone who studies reptiles and amphibians. There are lots of requirements to become a herpetologist. To become a herpetologist one needs at least four years of college in biology with courses...
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...The Volkswagen Beetle The Beetle Volkswagen is an old car that has been around for decades. The first Beetle was made by Adolf Hitler in Germany in the year of 1938. That makes this car over 75 years old. They prices the first Beetle at $106 on average to an average family. Not like the cars at the time, it had an engine that could go over 100km without using more than 7 liters of gasoline. For that reason it was presented the nickname “the people’s car”. Now, the Beetles have been modified to be different. Since there are so many different models in different years, I chose one that when I think beetle, I think the Volkswagen New Beetle GL Hatchback 2b. Most people don’t know what it is called but see the picture below to get a good idea. This particular car has a 1984cc, 2 liter in-line 4 engine with 82.5 mm bore, 92.8 mm stroke, 10 compression ratio, and overhead cam, three valve per cylinder, air-cooled and with a torque of 122ft at 2600rpm. As well as a horsepower of 115mph at 5208rpm. Also, this car goes 21 mpg on city roads and 28mpg on the highway with a 14.5 gallon tank. For this particular car, the pricing varies. If you want a brand new, 2015, beetle, the price would average at about $24,993. If you were to get a used, 2000, beetle, the price would average at $3920. Now, the oldest beetle you can get is from 1998, still, that is over 15 years old. Anyway, it wouldn’t be as long as you think. The average for that year and model of the beetle would be $2953....
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...chase the new Volkswagen Beetle driving down the street. He cannot fit through due to his weight. Bolt goes to the mirror, and sad music begins playing. The scene changes to Bolt standing at the top of the stairs with a tennis ball in his mouth. He drops the tennis ball and a classic upbeat song starts playing. Bolt begins a rigorous exercise program to lose weight. He continues exercising as the seasons pass. Once again, Summer's arrived. Bolt hears the Volkswagen Beetle and darts out of his doggie door and successfully chases it down the street. The commercial not only advertises a new Volkswagen Beetle, it suggests improved appearance, success and, high social status are attached to ownership. Spinning off of the popular 2011 Volkswagen Passat commercial, which features Darth Vader, along with a debate between characters from Star Wars, spreads their message to fans of the movie. Choosing a classic song guarantees recurrent thoughts of the commercial. Volkswagen connects with the audience in multiple ways, such as; most people want to lose weight, and like dogs, music, success, and Star Wars. Driving the new Volkswagen Beetle will make the owner look and feel fabulous. Watching Bolt climb stairs, lift weights, run, swim, and diet over the next year so he can fit through the doggie door to chase the new body style of the Volkswagen Beetle conveys the main message of the advertisement (“The Dog Strikes Back”). Volkswagen depicts owning the new body style...
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