This preview shows pages 1–2. Sign up to view the full content.
This preview has intentionally blurred sections. Sign up to view the full version.View Full Document
Unformatted text preview: Auna Dailey Mktg 306 Consumer Behavior Case 3 Case 4-5 Vespa Boutiques Step 1 – Review the case and identify the relevant facts • Vespa was a popular motor scooter in the United States until it withdrew from the market as a result of its inability to meet federal emission standards • In 2000 the Vespa motor scooter returned • They used many different takes on their advertising o First tagline was “Vespa is back” o After the introductory period they launched a new tagline “Vespa, the fun and only” o In 2002, both Vespa and local dealers began to use sexy, hip advertising with the tagline “Life is better with Vespa” o In 2005, they launched yet another advertising campaign titled “Make your reality a dream” • Vespa is distributed through a limited number of Vespa Boutiques • These outlets only sell Vespas, Vespa merchandise, espresso, and pastries. Step 2 – Determine the root problem The root problem for Vespa is the fact that they are trying to position themselves as a luxury...
View Full Document
This note was uploaded on 02/17/2009 for the course MTKG 310 taught by Professor Edgray during the Spring '09 term at Davenport.
- Spring '09