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) (+)