MM Case- Beetle (Rahul - ePGP03 - 058)

MM Case- Beetle (Rahul - ePGP03 - 058) - Instructor: Joffi...

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Unformatted text preview: Instructor: Joffi Thomas Course: Marketing Management Submitted by: Rahul Kumar Agrawal (ePGP-03-058) New Beetle A blast from the Past? Or ahead of its time? Abstract The case narrates the story of the German automobile company Volkswagen and its Beetle brand of passenger cars. Beetle's emergence as a successful brand between the late 1950s and early 1970s. The case discusses the brand positioning, advertising and promotional strategies adopted for the Beetle brand in the US during the above time period. It also studies the problems faced by Beetle after the mid-1970s, which forced Volkswagen to stop the production of Beetles worldwide in 1979. The reasons for the relaunch of the Beetle in the late 1990s have also been discussed. The case critically examines the success of New Beetle in the early 21st century and discusses its future prospects. Summary Major Decision Issues Identifying Target markets Generating confidence in market Understand the concept of cult brands and the role played by emotional bonding (with the product) in the success of...
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This note was uploaded on 03/29/2011 for the course MBA MM taught by Professor Na during the Spring '11 term at Indian Institute Of Management, Kozhikode.

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MM Case- Beetle (Rahul - ePGP03 - 058) - Instructor: Joffi...

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