volkswagen beetle brand media profile_qiang zhang
DESCRIPTION
Volkswagen Beetle Brand Media Profile Presentation for Media management. All the graphics used in this slides belongs to its owner.TRANSCRIPT
Volkswagen Beetle Media Strategy Profile
ADV 846 Qiang Zhang
Brand Introduction
• 1933 Launched in in German
A family-sized, low-cost “people’s car”
• 1949 First arrival in the United States
The culture of Beetle has been associated with cult, fashion, and every owner’s own story
• The No.4 of Top 10 Best Selling Cars of All Time
• Sold in over 50 countries
• Only in the U.S., there are about 590 dealers
• Price $20,000 to $30,000.
• Have 3 different models : Original, Lifestyle, Freedom
• Have 6 different products: The Beetle, Beetle Fender, Beetle Carbriolet, Beetle Carbriolet 50s edition; Beetle Carbriolet 60s edition, and Beetle Carbriolet 70s edition
Media Strategy Analysis
ANNUAL MEASURED U.S. MEDIA SPEND $540,568,869
TARGET MARKET & MARKETING MESSAGE
• Original consumer who had owned one (especially baby boomers)
• First-time car buyer who barely has memory about history of VW Beetle
“Engineering, humor and price”
Mass Media Strategy
Tag line—“The Power of German Engineering ”
Mass Media Strategy
Nostalgia & Humor
“ Punch Dub”
Online Advertising Strategy
Organic List
Paid List
Paid Media
Social Media Strategy
1,576,018
86,747
1,792,312
4,334
3,035
144,442,159
7,756 Tweets and 94,277 Followers
Social Media Strategy
AS SUN AS POSSIBLE
Social Media Strategy
AS SUN AS POSSIBLE
Mobile Media Strategy
Mobile Site vs Website
Mobile Media Strategy
Mobile Apps
Overall Assessment
• Most strategy is under the influence of parent brand-Volkswagen Heavy investment on mass media, especially on TV
More attention to the online media and social media
• Different channels is one voice The affordable German Engineering with sense of humor.
Problems
• Whether let the most iconic product under the protection of parent brand is a perfect choice for all the media channels?
• The immature in mobile channels
The End