Unit2 Vespanomics Case Study Richard Coate Final 1 
VESPANOMICS UNIT TWO CASE
Richard Coate
GB534 Consumer Behavior
Unit 2 Assignment
Dr. Rita J. Gunzelman
Kaplan University
July 8, 2015
Vespanomics Unit Two Case
Due to Vespa’s failure to meet U.S. federal emission standards the company was banned from sales in the U.S. This exit from the market under adverse conditions hurt the image of the company and its brand. When the company improved its product enough to re-enter the U.S. market in 2000 it had to create a marketing campaign aimed at repairing the damage to the Vespa line caused by its abrupt departure.
Losing its entire market share essentially meant the company was starting from scratch in marketing and promoting its product to prior customers while trying to capture new ones. The marketing efforts of Vespa were somewhat successful but their biggest gains were made due to the environmental and economic conditions of the U.S. market.
These market conditions led to the introduction of Vespa’s marketing campaign and brand imaging of Vespanomics—“the ecological, economic, and personal satisfaction achieved after buying a Vespa,” (Hawkins and Mothersbaugh, 2010). This paper looks at the company’s new concept of Vespanomics, a marketing campaign aimed at driving brand image, market share and what will drive the consumer to Vespa boutiques.
Brand Image
Vespa’s reemergence into the U.S. market was driven by a marketing campaign that featured the sexy and cool factors. Extensive use of beautiful women was used to create a brand image based on sex appeal, one I personally don’t agree with as I see the Vespa as a girl’s bike. Vespa went as far as to use guerrilla marketing that involved sending dozens of models to cafes and campuses where Vespa’s were being marketed and sold to help with sex appeal image. This marketing touted Vespa as stylish and sexy and reinforced that by offering the product through an exclusive distribution channel of boutiques only allowed to sell the Vespa and its supporting
Richard Coate
GB534 Consumer Behavior
Unit 2 Assignment
Dr. Rita J. Gunzelman
Kaplan University
July 8, 2015
Vespanomics Unit Two Case
Due to Vespa’s failure to meet U.S. federal emission standards the company was banned from sales in the U.S. This exit from the market under adverse conditions hurt the image of the company and its brand. When the company improved its product enough to re-enter the U.S. market in 2000 it had to create a marketing campaign aimed at repairing the damage to the Vespa line caused by its abrupt departure.
Losing its entire market share essentially meant the company was starting from scratch in marketing and promoting its product to prior customers while trying to capture new ones. The marketing efforts of Vespa were somewhat successful but their biggest gains were made due to the environmental and economic conditions of the U.S. market.
These market conditions led to the introduction of Vespa’s marketing campaign and brand imaging of Vespanomics—“the ecological, economic, and personal satisfaction achieved after buying a Vespa,” (Hawkins and Mothersbaugh, 2010). This paper looks at the company’s new concept of Vespanomics, a marketing campaign aimed at driving brand image, market share and what will drive the consumer to Vespa boutiques.
Brand Image
Vespa’s reemergence into the U.S. market was driven by a marketing campaign that featured the sexy and cool factors. Extensive use of beautiful women was used to create a brand image based on sex appeal, one I personally don’t agree with as I see the Vespa as a girl’s bike. Vespa went as far as to use guerrilla marketing that involved sending dozens of models to cafes and campuses where Vespa’s were being marketed and sold to help with sex appeal image. This marketing touted Vespa as stylish and sexy and reinforced that by offering the product through an exclusive distribution channel of boutiques only allowed to sell the Vespa and its supporting
References: Hawkins, D. I., & Mothersbaugh, D. L. (2010). Consumer behavior: Building marketing strategy (11th ed.). New York, NY: McGraw-Hill. Hoyer, W.D., MacInnis, D.J., & Pieters, R. (2013). Consumer behavior. Mason, OH: South-Western. UrbanReviewSTL (2007, October 8) Scooter-Focused Economics Plan to Reduce Use of Foreign Oil, Traffic Congestion, Etc…Retrieved 8 July 2015 from http://www.urbanreviewstl.com/2007/10/scooter-focused-economics-plan-to-reduce-use-of-foreign-oil-traffic-congestion-etc/