For the younger technology, also known as generation X, although they didn’t have past experiences associated with the unique Beetle, they nonetheless have an emotional connection to the new Beetle’s heritage in spirit. In line with the analysis, younger customers use phrases similar to ”fun” and “unique” to explain the car, and these features of the brand new Beetle make them really feel confident and help them entice extra attention. A lot of the younger people (18-34 years-outdated) are single or married without kids, who having distinctive and energetic lifestyle. The new Beetle precisely matches what they want, a small and special car. Moreover, the “Drivers Wanted” marketing campaign applies on to this audience. Promotions like the Tre/K2 are extremely acceptable for this audience. However, the price of the automotive may influence the shopping for resolution because it may be unaffordable to them. For baby boomers, they'd precious recollections with the unique Beetle, for instance, the faculty life or the honeymoon automotive. In different words, baby boomers have a powerful emotional reference to the original Beetle, which makes it simpler to advertise the new Beetle to them.
Baby boomers also have extra stable monetary standing, so they’ll be capable to afford the worth of the automobile. Besides, they are often reached well by print advertising, which is more price-effectively to VW. Although goal to the baby boomers appears to be the correct choice, current client traits amongst them reveals altering preferences to bigger cars, equivalent to sedans, SUVs, and decide-ups. VW also can goal each younger era and baby boomers. On this case, the car can be sold to a broader customer base. However, so as to succeed in a broader viewers, VW should enhance the promoting finances, which is tough for the corporate. Moreover, lack of focus could distract the attention of target audience, which causes an opposite impact. 2. What positioning (advertising strategy) options can be found to Volkswagen for every of the target markets? Describe every. What are the risks and alternatives of every? How would you differentiate each from competition? For younger era, VW can position the new Beetle as a “real, drivable car” as a substitute of a “toy car”. The company may strengthen the faddish, niche picture of the car.
In this case, VW can get hold of extra young and new customers by campaigns that attraction to their mentality, habits and perspective as a result of younger generation not solely desire a car that is enjoyable and distinctive but additionally dependable. This kind of positioning can simply differentiate the brand new Beetle from other opponents because it reveals that the new Beetle shouldn't be solely enticing and particular than Japanese cars but in addition dependable as European manufacturers. However, if the VW strengthened the faddish, area of interest picture of the automobile, it may make the automotive develop into a “fad” as a substitute of a “consistent want and demand”. Also, VW could have to increase the price range on advertising to launch a tv marketing campaign, which is simpler in building model consciousness amongst a broader customer base. Since the finances is already tight, it seems difficult to do. For baby boomers, VW can play on the nostalgic to deliver again the great recollections and experiences from the past and enhance the interest in the new Beetle. This positioning seems logic and easier because the baby boomers already had cherished recollections of the original Beetle and those memories got here prepared up on the sight of the new Beetle.
