Which target market(s) do you recommend for Volkswagen? What positioning should they use?

Topics: Volkswagen Beetle, Volkswagen, Volkswagen New Beetle Pages: 3 (911 words) Published: October 14, 2013
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?

According to Arnold communication’s research, there are 2 groups of target audience for the New Beetle: new core audience of 18 to 34 years-olds and baby boomers. Although the consumers include a very diverse group, the research shows that the potential buyers share some common characteristics like confidence, individualism, and a desire to be the center of attention. Moreover, they love to drive and appreciate a spirited design and German engineering.

For the younger generation, also called generation X, even though they didn’t have past experiences associated with the original Beetle, they still have an emotional connection to the New Beetle’s heritage in spirit. According to the research, younger consumers use words such as ”fun” and “unique” to describe the car, and these features of the New Beetle make them feel confident and help them attract more attention. Most of the young people (18-34 years-old) are single or married without children, who having unique and active lifestyle. The New Beetle exactly fits what they want, a small and special car. Moreover, the “Drivers Wanted” campaign applies directly to this audience. Promotions like the Tre/K2 are extremely appropriate for this audience. However, the price of the car may influence the buying decision because it may be unaffordable to them.

For baby boomers, they had precious memories with the original Beetle, for example, the college life or the honeymoon car. In other words, baby boomers have a strong emotional connection with the original Beetle, which makes it easier to promote the New Beetle to them. Baby boomers also have more stable financial status, so they’ll be able to afford the price of the car. Besides, they can be reached well by print...
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