VW Beetle - HBR Article
Date Submitted: 06/27/2000 06:21:29
Category: / Business & Economy / Marketing and Advertising
Length: 4 pages (1145 words)
Category: / Business & Economy / Marketing and Advertising
Length: 4 pages (1145 words)
The marketing team has asked how VW could back the excitement it once had in the marketplace, while updating the brand's image to appeal to anew generation of consumers. The answer is the new VW Beetle. Our marketing team collaborated with Arnold Communications and are poised to position the VW Beetle with one foot in the past and the other on the accelerator heading for the future. Newsweek recently indicated that the new Beetle is …
Is this Essay helpful? Join now to read this particular paper
and access over 480,000 just like this GET BETTER GRADES
and access over 480,000 just like this GET BETTER GRADES
…e frequently. Refer to exhibit 4 for the proposed medial and print plan.
Dealers, consumers, and the company itself question whether the new Beetle will be a fad or a long-term product. Time will tell, but given the positioning of the product and alignment with the "Drivers Wanted" campaign, the Beetle is here to stay. With an established value proposition, the new Beetle will contribute to the enhancement of the VW image.
Need a custom written paper? Let our professional writers save your time.