Week 2 Case Study

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Welcome to MKTG410
Advertising and Public Relations SUMA10-Sec B
Assignment Week #2 – Case Study
Instructor: Mark Preising
Date: 7/18/2010

Case Study:
1. The three strategies are:
1. Introducing a new product
2. Refining or repositioning an existing product
3. Extending a product line
The new Beetle is an entirely different product from the earlier version. Although it looks like its predecessor it has been upgraded to compete in today’s market. They have kept up with trends and took a recognized brand and brought it into a crowded field and has gained market share. With a segment of the market willing to be innovators and early adapters, those willing to take a chance and get out front of a trend. I have a friend with a Beetle and they were able to choose a color that was completely different than anything on the road. We nicknamed it Skittle since it was close to one of the candy colors in a Skittle bag. My MC Messages would go as follows:

Be different, be creative and be in front of the crowd. Don’t be afraid to be unusual let everyone else be normal. The original Beetle was a trend, this Beetle is a lifestyle. I bet you can find your car in the lot, be different have fun

2. I have seen the Beetle cross a large age demographic anywhere from 18 to 60 so I would focus on a segment that thinks of itself as hip. My plan would also include those who have a nostalgic link to the Beetle and those who are looking to attach to the past. I would focus on the segment that has a personality type looking to be different and have fun. The Beetle has been marketed as a unique, fashionable, classic and economical car. These are optimists; these are people who have a glass half full view of life. This segment is trendy, colorful and enjoyable their median income is $86,000. They had a wonderful marketing idea by attaching the Beetle to the Geek Squad http://www.geeksquad.com/ the cars they use to go on location calls in the VW Beetle. You see them parked in...
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