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Volkswagen Passat: Case Study

In: Business and Management

Submitted By inahalcala
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Volkswagen Passat was designed in a way that it will stand out and do well in its competition with the Toyota Camry which were also be launched at the same time. Knowing that Camry is the best-selling car in the past 13 years, VW was challenged and thought that they should get out ahead of this launch and win consumers’ interest ahead of the Camry. Therefore, VW came up with their key objectives in achieving their sales goals – To get the consumers talking about the new and redesigned Volkswagen Passat, to exceed the key measures in Nielsen’s post-game study, and to get the consumers’ interest 7-months earlier before it will be on sale.

VW came up with the big idea that “The Volkswagen Passat can help you lead a richer life.” One of the reasons for this idea was the fact that car users want something more and beyond normal transportation yet meets their budget, but it is more about the truth that these buyers want to have a car that can help them have a richer life by having the gratification of affording a car for themselves and their families from their hard work – giving them some sort of a status. They chose the 2011 Super Bowl to announce the new Volkswagen Passat and I think that was a very smart thing to do considering that it is the biggest stage in US which will correspond to an enormous number of audiences. They also made an advertisement entitled “The Force” which clearly used one of the product’s features – the keyless remote start. They involved in the story a kid dressed up like Darth Vader and the said feature (keyless remote style) which helped to enrich the kid’s and the family’s everyday moment. Their main goal for this advertisement was to create a simple yet relatable story which may capture the audiences’ hearts and minds which will make the Volkswagen Passat be remembered until its launch. The ad was leaked in Youtube and shared by the fans and followers to other social media sites like Facebook and Twitter then later kept the consumers involved with the behind-the-scenes, interviews and different appearances of the little Darth Vader in the story. The views, comments and reviews kept coming and the build its momentum. These made their product, Volkswagen Passat be known, connect with the consumers and capture their interests as what VW had hoped.

Knowing that they would have to compete with the Toyota Camry and will be launching at the same time, they needed to catch the buyers’ interests and prime them for it. Having the suitable advertisement, knowing the right time and place of presenting it, they definitely succeed and achieved their goals. As what they have said, it was not only a significant achievement in preparation for the launch, but also made the Volkswagen’s way back to into the cultural narrative again.…...

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