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Dana 8-15

The marketing strategy for the new VW Beetle focuses on nostalgia, targeting consumers who value memories associated with the car rather than its features. In Maslow's hierarchy, the Beetle addresses the need for uniqueness, while its marketing employs motivational research to boost consumer confidence. Emotional motives, such as the car's distinctive design and charm, are deemed stronger than rational motives like safety ratings.

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REEM HAMDY
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20 views2 pages

Dana 8-15

The marketing strategy for the new VW Beetle focuses on nostalgia, targeting consumers who value memories associated with the car rather than its features. In Maslow's hierarchy, the Beetle addresses the need for uniqueness, while its marketing employs motivational research to boost consumer confidence. Emotional motives, such as the car's distinctive design and charm, are deemed stronger than rational motives like safety ratings.

Uploaded by

REEM HAMDY
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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1.

According to the case what is the aspects of target


market Segmentation of the new beetles?
The marketing team for VW targets the segment that feel the nostalgia and bring back the
memories when they see the beetles. People who know the value in the memories of the car not
the options and the features in it. (0/2)

2. In Maslow‟s hierarchy, the New Beetle arouses what


category of needs?
The need of uniqueness (0/2)

3. What is the learning theory new beetles used in it's


communications to target customer?
Motivational research as it taught the consumer to be unafraid of attention and increase his self-
confidence. (0/2)

4. What are rational motives for purchasing a Beetle?


Emotional motives? Which are stronger from your point
of view?
Rational motives is its safety and scoring the highest reviews from the US Insurance Institute
for Highway Safety. Nut the emotional motives are like the flower vase that still the same and
the halfmoon shape and the round corner that diffrintiates it among other cars and it makes it
looks like it is smiling so nobody would resist smiling when he sees it. Emotional motives are
stronger than the rational motives (2/2)
5. What is the types of product involvement the customers
showed when the new beetles launch?

High involvement (2/2)

6. How the new beetles approached the five senses of the


consumers and changed their perception? (2/2)
Sight: looks like a smile
Hearing: by slogan like flower. More power
Taste: tastes good as you feel good whenever you see it
Touch: hug it? Drive it?
Smell: smell like flowers

7. If you are the brand manager of the new beetles in Egypt,


how you will increase the product involvement of the
Egyptian consumer toward the car? (2/3)
By making a pricing that suits my target segments, more ads and raise up awareness about the
new options and the features and what replacements had done to it and what is kept the same
and why.

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