the new beetle (case study hbs - group 1)

8/7/2019 The New Beetle (Case Study HBS - Group 1)

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The New Beetle

Harvard Business School (Case Study)

SEBUAH PEMAPARAN STUDI KASUS OLEH GRUP 1

PROGRAM MAGISTER MANAJEMEN UNIVERSITAS INDONESIAKELAS F102 MALAM



GROUP 1

� AUDI L TORUAN

� ALBERT JOHANES BANGUN

� ALUSNARIA DAHIA MANIHURUK� APRIYANTI SOSILOWATI

� ADINDHA ANINDHYA PRAMESWARI

� BUDIAJI HARTONO

� DENY NURSYAHDI



STUDI KASUS

� Mengapa Drivers Wanted Campaign sukses?

� Apa daya tarik dari VW New Beetle?

� Tentukan nilai tambah dan kurang(plus/minus) dari alternatif positioning VW

New Beetle!



Why was Drivers Wanted Successful?

� Successful result from long-process & depthmarketing research focused in customers·behavior in United States.

� Unique and Direct Message campaign to the

target consumers (note: invitational and approachable, not like other European car brands)

� Captured the emotional and rational benefitsfor driving the Volkswagen vehicles (note: VWs unique drivingexperience not just on the cars ability to get people from onepoint to another and also attacking Japanese car brands which

faster and cheaper)� Re-positioned VW car brands (i.e Passat, GOLF, Jetter) to

a new whole advertising campaigns.



The Success Factors of

� The brand·s break-through commercialads which captured the new energy for Germanengineering car to American consumers.

�The successful co-branding strategybetween VW and Trek/ K2. Both brands had thesimilar costumers target (note: younger generationgroup)

�

The campaign successfully managed to buildstronger relationship new generation of VWdrivers. (i.e improve loyalty numbers)



The New Beetle



The New Beetle

� The new look (shape) and new engines

performance. (i.e Fr ont-wheel Drive engine)

� The eye-catching color availability.� The new price setting offered to consumers

which positioned the New Beetle new car

segments (i.e Toyota Corolla, Ford Escort, esc)� The successful launching and promotion to

dealers.



Catchy and Emotional

Campaign Words



The Appealing Factors of New Beetle

� Its a nostalgic car br and . (Note: targeting

Baby Boomers consumers)

�

It connected young generation with emotionalexperience -> Being personal and confidence!

� Its inviting and made people curious to drive

and buy the car.



The New Beetle Campaign



The New Beetle Alternative Positioning

� It attracts younger generation consumers. (Note: New STP strategywith buyers) (+)

� It empowers the VW brand as an interesting European car brand.(Note: fun-driving German car) (+)

� It was more expensive because of new pricing position made itself as the most expensive car in small car segment (-)

� It changed the mindset of people that VW Beetle could performbetter in driving performance. (Note: powerful engine and fun-driving experience) (+)

� It triggered competitors to develop similar car with better

positioning (Note: Mini Morris, Toyota Yaris, Ford Focus) (-)� It enabled the brand to connect with other associated brand in

lifestyle (Note: Trek/ K2, esc) (+)

the new beetle (case study hbs - group 1)

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