beetle integrated marketing communication
DESCRIPTION
Integrated marketing communication repositioningTRANSCRIPT
New Positioning and Advertisement for Volkswagen Beetle
SUBMITTED BY:-
HARNEET SINGH BAHRI
ROLL NO-140103066
The CampaignCampaign named “ Marriage does come with rewards” launched in 2010
Launched in November as it is the wedding season in India
Advertisement shows a royal wedding being held at a palace and explains the rich traditions which are being followed
Shows everything related to marriage is exquisite
Tries to draw an analogy that if everything related to marriage is exquisite then gift should be royal too
Tries to promote Volkswagen as a gift for the married couple
Marketing Communication Problem
Portrayed Indian marriages in bad light
Perceived as promoting dowry
Campaign resisted by various sections of people and many NGO’s opposed it
Negative publicity through Social media websites like Twitter
Created a negative perception of the brand
Positioning
Old StrategyCampaign shows marriage comes with rewards and promotes car as a gift for marriages.
New StrategyCampaign would promote car as a perfect fit for couples.
New Advertising Campaign
A Perfect fit for Couples
The all new Beetle with features that add to your smile!For more details visit www.volkswagen.com
Thank You