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Donia 15-15

The document discusses the target market segmentation for the new Beetles, identifying geographic, demographic, and psychographic aspects. It also explores how the new Beetles fulfill various needs in Maslow's hierarchy, the learning theories used in marketing, and the emotional versus rational motives for purchase. Additionally, it highlights consumer involvement at launch and suggests strategies for increasing product involvement in the Egyptian market.

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REEM HAMDY
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13 views2 pages

Donia 15-15

The document discusses the target market segmentation for the new Beetles, identifying geographic, demographic, and psychographic aspects. It also explores how the new Beetles fulfill various needs in Maslow's hierarchy, the learning theories used in marketing, and the emotional versus rational motives for purchase. Additionally, it highlights consumer involvement at launch and suggests strategies for increasing product involvement in the Egyptian market.

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 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?

*Geographic : USA market as they successed to stay in market after being almost withdrawed

*Demographic : Youth, baby boomers who want to remind their youth & make a bond with their children
(Affiliation)

*Psycho-graphic : Iconoclastic, unique, confident & not afraid to be the center of attention

2-In Maslow’s hierrachy the new beetles arouses what category of needs?

*Safety : The new beetles have the highest rate of eUS insurance institute for high way safety & the car
have airbags

*Belonging : The brand has a unique magnificent history of being this trust friend more than a car

*Ego : Not afraid to be center of attention

3-What is the learning theory new beetles used in its communication to target consumer?

*Instrumental conditioning : By purchasing new beetles you will feel youth, unique and bond with your
children

*Repetition : Stories of beetle mania circulated in TV

*Stimulus generalization : Licensing with Disney

*Schema : once the consumers saw the new beetles ad. With daisy they remembered the beloved car
with flower children which was famous in 1960 (nostalgia & positioning)

4-What are rational motives for purchasing a beetle? Emotional motives? Which one is stronger from your
point of view?

*Rational motives : Safety, affordable price, shape, Specifications…… etc

*Emotional motives : Remembering your youth and making bond with your children by gifting them the
new beetles….etc

*The emotional motives are stronger the clue are :

-Wally bought the car for his son at standard price and refused to sell for higher price

-One woman painted her new red beetles with black dots to remember the lady bug beetle

-One women traveled from Ohio to Michigan and refused to leave until she bought the new beetles

5-What is the types of product involvement the customers showed when the new beetles launch?

*Cult products : consumers were on three month waiting list within a week of launching so the sales
increase by 59%

*Message – response involvement : They responded to the new beetles ad. Which reminded them of the
old good days

6-How the new beetles approached the 5 senses of the consumers & changed their perception?

*Vision : using TV. Ads. With nostalgic flavor, funny slogans & the flower vase of old beetles on new
beetles dashboard

*Smell : the smell of daisies


*Touch : The comfy headroom and Legroom in the front seats

*Differential threshold (exposure) : The shape update was subtle enough to keep the old customers who
will remember the old beetles

7-If you are a brand manager of the new beetles in Egypt, how you will increase the product involvement
of the Egyptian consumer towards the car?

TV. AD. : will create a TV. Ad. Starred Shadia and Salah thou el fakar from ( ‫ مراتي مدير عام‬movie) the
scene where the old beetles broke down and they pushing it, the car engine suddenly running and the car
speeds alone both actors running to catch it and once crossing the two lions of Qasr el nile (timing gate)
the car transformed to new beetles and the actors found themselves in 2020 the passersby couldn’t
believe their eyes and start to celebrate with them.

*Will cooperate with (Egypt beetles club) the most famous club in Egypt to compare the old and new
beetles

*Will make an offer for a week anyone have an old beetle will change it with the new one.

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