...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...
Words: 1232 - Pages: 5
...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...
Words: 700 - Pages: 3
...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...
Words: 598 - Pages: 3
...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...
Words: 273 - Pages: 2
...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...
Words: 547 - Pages: 3
...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 ...
Words: 911 - Pages: 4
...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...
Words: 458 - Pages: 2
...THE GAMBIA COLLEGE SCHOOL OF PUBLIC HEALTH COURSE: EHS 311: INTEGRATED PEST MANAGEMENT TOPIC: LADY BEETLE Presented by: Omar ceesay GC # 214426 Submitted to: LECTURER: Mr. Fabakary minteh DATE: 9TH MARCH 2015 Lady beetles, also known as “ladybugs” or “ladybird beetles”, are familiar insects. They belong to phylum arthropod and family of Coccinellidae. Some 70 species are native to Colorado and about 10 to 12 additional species have established during the past century. Adult Lady Beetles are round and small (1-10 mm) long. This paper gives a comprehensive overview of the morphology and the economic importance of the lady beetle. The morphology look into the size, shape and the colour of the above insect, while the life cycle look into the various stages of the development from the egg to the adult. Under the economic important, it look into its impact on human, on agriculture and its medical impact as well. It went further to look at the types of lady beetle and its habitat as well as some of the preventive measures in controlling and managing them. Key words: lady beetle, pest, Coccinellidae ...
Words: 2319 - Pages: 10
...Mealworms are the larvae stage the darkling beetle and because of this they are not really worms. The mealworms are golden brown in color and they like to live in dark and moist environments. They also can be very commonly found in homes near the stored grains (Iowa Insect Information Notes, 2005). It is commonly known that these organisms feed on organic matter, but they are also notorious for being found in a home where a family keeps its grains. Mealworms were used for this experiment because they are inexpensive to obtain and produce lots of offspring so we can use them for a bigger sample size to obtain better results in our experiment. What interests me about these bugs is that this experiment could possible help us get a better understanding...
Words: 444 - Pages: 2
...w 2010 Mission Impossible: Launch of the New Beetle [NEW BEETLE CASE STUDY] 1. INTRODUCTION At a time when American¶ were skeptical about the purchase of imported cars, due to lack of availability of spare parts and costly repairs, heightening, Germany¶s existing image problem in the market, Volkswagen introduced the Beetle in 1949 which turned out to be a phenomenal success and envisaged a cult- following by the 60s. However due to factors, such as Deutsche Mark appreciation, declining hatchback popularity, new environmental legislations all led to a dramatic decline in the sales of the Volkswagen Beetle. The sales after peaking in 1968, died out completely by 1981. Subsequently with a renewed focus to leverage a no. of value propositions from the old beetle such as strong heritage value, focus on unique driving experience and delivering German technology at an affordable value, the company decided to re-model the Beetle to incorporate design features such as ± honest, reliable, simple and original to design the New Beetle. After meeting with success through its initial promotional campaigns, the company¶s marketing manager Vanzura had decided to target the Baby boomers with a proposition aimed at µindulging in nostalgia. While rival companies spent upwards of 100 million dollars towards promotional budget, Vanzura would have to content with 25% of the typical budget size, which would further shrink if Vanzura would have to allocate dollars towards promotional expense...
Words: 1524 - Pages: 7
...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...
Words: 1205 - Pages: 5
...mindset/perceptions of consumers and the sales of the product. In this case ,the switch from DDB Needham as agency to Arnold Communication was a crucial step. Arnold communications with the tag lines- “Drivers Wanted” had given a boost to its sales even before the advent of new beetle. It established a beautiful relationship between the product and the consumer, giving it an individualistic edge. The root of this success lies with tremendous amount of research they did to identify the consumers to target.The sales saw a boost of almost 150% from 1994 figures to 1997 annual figures. The “Drivers Wanted” campaign stressed on the fun, drivability, the thrill of driving an experience rather than just a car.It managed to create enough buzz about the new beetle among the consumers to get them to the auto show in Detroit. The limited budget , impact on market, the advertising campaign , is on its way of being a success. Q-2 Discuss the meaning of the brand to the consumers? The brand is what distinguishes a produc from the rest. A strong brand speaks for itself, attracts consumers in greater numbers and helps to create a stronger and bigger market. Whereas , a weaker brand has a small market and they constantly need to work hard in order to create a niche in the consumers mind.Volkswagen is a classic example where they are trying to enash the the legacy of the beetle and making it available for the modern use in the form of a new beetle. They are also looking to re position the car to boost...
Words: 671 - Pages: 3
...Karakum Desert - Turkmenistan Location: The Karakum Desert is located in Turkmenistan in the Middle East and lies to the east of the Caspian Sea, between Uzbekistan to the north and the Iranian border to the south. The Karakum Desert has a latitude of 39⁰09’N and a longitude of 63⁰34’E which indicates that this desert is in the northern hemisphere. Source 1: World Atlas.com, http://www.worldatlas.com/webimage/countrys/asia/meoutl.htm (28/02/10) Topography: Covering almost 90% of Turkmenistan today, the Karakum Desert is approximately 350,000 square km in area. The Karakum Desert is bordered by many varying natural landscapes such as valleys, mountains, plains, basins and salt marshes. This desert is divided into three parts: the elevated northern Trans-Unguz Karakum, the low-lying Central Karakum and the southeastern Karakum. Sand ridges are formed over time and so depending on the age, sand ridges in the Karakum Desert may range from 75 to 90 metres. More than 10% of the area consists of barchans which are crescent-shaped dunes which are often 9 meters or more in height. The inter dune depressions are covered by clay deposits up to 9 meters thick and act as catchment basins for the areas rainfall. The water collected in the basins allows fruits such as melons and grapes to be grown. Barchans Sand Ridges of the Karakum Desert Source 2: Turkmenistan: Deserts, http://images.google.com/imgres?imgurl=http://turkmenistan.gov.tm/_rus/uploads/posts/1215786990_3...
Words: 992 - Pages: 4
...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...
Words: 860 - Pages: 4
...crashes, it usually has a bug. Malaria? Well, that’s spread by a bug. It is easy to understand how bugs have become so hated–they are the scapegoat of the animal kingdom. Nobody enjoys being bitten by one, and they are a marvelous medium to spread an epidemic through. Many bugs harm crops, leaving a corrosive trail through the foliage and eating the greens. They harass your house, your dog, and you. The slimy trail that so many bugs leave as their calling card is a little hard to defend as well. Surely though, to bug is not to be all bad. Without bugs, our ecosystem would falter. The bird who lives on the hippo would have no food source. Many animals eat bugs as their prime food supply, and humans themselves have lived on grubs. The Scarab Beetle is sacred in Egypt, so why isn’t the mosquito the national bug of Canada? We have an ample supply and their presence is surely felt. Bugs are essential in breaking down waste like...
Words: 579 - Pages: 3
