The New Beetle Harvard Business School (Case Study) SEBUAH PEMAPARAN STUDI KASUS OLEH GRUP 1 PROGRAM MAGISTER MANAJEMEN UNIVERSITAS INDONESIA KELAS F102 MALAM
The New Beetle
Harvard Business School (Case Study)
SEBUAH PEMAPARAN STUDI KASUS OLEH GRUP 1PROGRAM MAGISTER MANAJEMEN UNIVERSITAS INDONESIA
KELAS F102 MALAM
GROUP 1
• AUDI L TORUAN• ALBERT JOHANES BANGUN• ALUSNARIA DAHIA MANIHURUK• APRIYANTI SOSILOWATI• ADINDHA ANINDHYA PRAMESWARI• BUDIAJI HARTONO• DENY NURSYAHDI
STUDI KASUS
• Mengapa “Drivers Wanted” Campaign sukses?• Apa daya tarik dari VW New Beetle?• Tentukan nilai tambah dan kurang
(plus/minus) dari alternatif positioning VW New Beetle!
Why was Drivers Wanted Successful?
• Successful result from long-process & depth marketing research focused in customers’ behavior in United States.
• Unique and Direct Message campaign to the target consumers (note: invitational and approachable, not like other European car brands)
• Captured the emotional and rational benefits for driving the Volkswagen vehicles (note: VW’s unique driving experience not just on the car’s ability to get people from one point to another and also attacking Japanese car brands which faster and cheaper)
• Re-positioned VW car brands (i.e Passat, GOLF, Jetter) to a new whole advertising campaigns.
The Success Factors of
• The brand’s break-through commercial ads which captured the new energy for German engineering car to American consumers.
• The successful co-branding strategy between VW and Trek/ K2. Both brands had the similar costumers’ target (note: younger generation group)
• The campaign successfully managed to build stronger relationship new generation of VW drivers. (i.e improve loyalty numbers)
The New Beetle
The New Beetle
• The new look (shape) and new engine’s performance. (i.e Front-wheel Drive engine)
• The eye-catching color availability.• The new price setting offered to consumers
which positioned the New Beetle new car segments (i.e Toyota Corolla, Ford Escort, esc)
• The successful launching and promotion to dealers.
Catchy and Emotional Campaign Words
The Appealing Factors of New Beetle
• It’s a nostalgic car brand. (Note: targeting Baby Boomers consumers)
• It connected young generation with emotional experience -> Being personal and confidence!
• It’s inviting and made people curious to drive and buy the car.
The New Beetle Campaign
The New Beetle Alternative Positioning
• It attracts younger generation consumers. (Note: New STP strategy with buyers) (+)
• It empowers the VW brand as an interesting European car brand. (Note: fun-driving German car) (+)
• It was more expensive because of new pricing position made itself as the most expensive car in small car segment (-)
• It changed the mindset of people that VW Beetle could perform better in driving performance. (Note: powerful engine and fun-driving experience) (+)
• It triggered competitors to develop similar car with better positioning (Note: Mini Morris, Toyota Yaris, Ford Focus) (-)
• It enabled the brand to connect with other associated brand in lifestyle (Note: Trek/ K2, esc) (+)