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New Beetle Product Success Faiilure Team 7
New Beetle Product Success Faiilure Team 7
PRESENTED
PRESENTED BY:
BY: TEAM
TEAM 7
7
NIVAS
NIVAS KILARI
KILARI RAVI
RAVI
SATHISH
SATHISH KUMAR
KUMAR CHINNASWAMY
CHINNASWAMY
SAI
SAI KRISHNA
KRISHNA DASARI
DASARI
SRIGOWTHAM
SRIGOWTHAM KARTHIKEYAN
KARTHIKEYAN GUNASEELAN
GUNASEELAN
VENKAT
VENKAT RAGHAV
RAGHAV ARUMUGAM
ARUMUGAM RAVICHANDRAN
RAVICHANDRAN
YOGESHWARAN
YOGESHWARAN SUNDERARAJAN
SUNDERARAJAN
AGENDA
Introduction
Beetle Life Cycle Curve
Competitors
Target Market Segment
Product Positioning
Compelling Value Proposition
4 Ps
Campaign
Outcome
2
INTRODUCTION
Beetle History in US
requirements
COMPETITORS
Gen X
PRODUCT POSITIONING
Real Driveable car
COMPELLING VALUE
PROPOSITION
V/S
4 PS
PRODUCT
German Engineering
Spirited Design
V/S
4 PS
PATHWAY
60
Dealers
EXCLUSIVE
DEALERS
Comparison
with
Best
Practices
V/S
540
Dealers
11
4 PS
PRICE
Price Segment
Range was $11000 to $17500
Beetel base model $ 15200,
with extras(CD
Player,
Sunroof)
$ 17000
$ competition
Reflects
product
positioning,
esp.tovs.
Comparison
18000 with
(intro offers or penetration pricing are
Premium
Best
Pricing
Strategypartner margins must be motivational
possibilities),
Practices
Considering Heritage,Technology & Performance
V/S
One of the Most expensive in small car segment
VW
priced
the new beetle
If price too high,
More
competition
fromusing
nextPremium
higher Pricing Strategy
which reflects the product position as Premium Small Car
segment
also considered the Dealers profit margin
If price too low,and
less attractive for dealers due to low
profit margin
12
4 PS
PROMOTION
TV Commercials
Able to reach large population in
quick time
Provides more oppurtunities for
creative and interactive design
Continue to focus on Drivers
Wanted Campaign
Print Media
Advertise in various auto
magazines and newspapers
Magazines like Car & Driver,
Motor Trend, Entertaintment
Weekly, Spin, Vogue, Glamour,
and Life.
13
4 PS
PROMOTION
Test Drive by Journalists
Given an opportunity
to drive
New in
Beetle
for one day through
VW demonstrated
thethe
product
1994 American
InternationalinAuto
good testimonials from
various communities
the Show,
country
journalists as a result of test drive, numerous TV
commercials ads and Paper ads
14
CAMPAIGN
15
OUTCOME
16
17