Name: Mariam saed Ibrahim.
Class: Sat-Tues (6-9 pm)
1. According to the case what is the aspects of target market Segmentation of
the new beetles? (1/2)
According to the case the aspects of that VW has used:
1-Age.
2-Social class/income
3-Geography
At the end of the twentieth century they modified the car as it was in 1860's, in order to make
the younger generation feel nostalgic, as it used to be, but with new technology, marketers
have brought back dead brands and reinvigorated moribund ones. Concerned about the
millennium believe there might not be a tomorrow! As divorce rates remain high and job
security declines, is it any wonder that Americans of all ages long for the past.
2. In Maslow ‟shierarchy, the New Beetl earo uses what category of needs?
(0/2)
Maslow's hierarchy of needs is a motivational theory in psychology comprising a five-tier model
of human needs, often depicted as hierarchical levels within a pyramid. Needs lower down in
the hierarchy must be satisfied before individuals can attend to needs higher up. From the
bottom of the hierarchy upwards, the needs are: physiological, safety, love and belonging,
esteem, and self-actualization.
One reason buyers are attracted to the New Beetle is its safety. It got rave reviews from th eUS
Insurance Institute for Highway Safety which gave it their highest rating for a variety of test
crashes. It was the only one of sixteen small cars to be labeled a “best pick” for among other
reasons, having airbags that actually deployed automatically during test crashes.
So when they reproduced the new millennium, they tried to apply Maslow's theory and
increased safety by adding twin airbags, air conditioner, six-speaker stereo, a CD player, remote
central locking system and alarm. Options include anti-lock brakes, alloy wheels, leather interior
and heated front seats. The old Beetle‟s famous air-cooled rear mounted engine has been
3. What is the learning theory new beetles used in its communications to target
customer? (0/2)
The VW use the Trait Theory.Cattell believes that traits are acquired at an early age, or through
learning, or are inherited. This theory is representative of multi- personality theories (more
than one trait influences behavior).
4. What are rational motives for purchasing a Beetle? Emotional motives?
Which are stronger from your point of view? (2/2)
There are different kinds of prices and different versions of the car to make different choices for
consumer and make them satisfied.
Marketers work on emotional motive by turning away by returning to nostalgic and turning
away from times of pain.
From my point of view I consider that depending on emotional motive and nostalgia besides
having strong data base and current consumer helps a lot in increasing the sale rate
5. What is the types of product involvement the customers showed when the
new beetles launch?(2/2)
They showed deeply and highly involvement and respond for the new beetles has been wildly
enthusiastic. Buyers pressed their noses against the dealer’s windows to get a glimpse of it
before it went on sale and waiting lists at most dealerships in the country exceeded three
months within a week of the car’s introduction. Incredible stories of Beetle mania circulated in
the media. One woman in Ohio followed a transporter loaded with Beetles all the way to a
dealer in Livonia, Michigan and refused to leave until she was allowed to buy one. Wally Leach
of Gray, Tennessee bought one at the standard price as a gift for his 16-year-old son. Two days
later someone offered him $27,000 for the car and another would-be buyer offered $23,000.
When Wally told him no, the buyer responded “Can I give you more?” When introduced in
March, 1998, VW sold 2,365 New Beetle
6. How the new beetles approached the five senses of the consumers and
changed their perception? (2/2)
They touch the five senses by:
1. Eye (color and painting)
2. Ear (radio)
3. Touch
Twin airbags, air conditioning, six-speaker stereo, a CD player, remote central locking system
and alarm. Options include anti-lock brakes, leather interior and heated front seats.
7. If you are the brand manager of the new beetles in Egypt, how you will
increase the product involvement of the Egyptian consumer toward the car?
(2/3)
Me as a brand manager should approach the 5 senses.
Ask celebrity to make an announcement about the car to show its facilities and show the
5 senses
Increase the ads visibility to make it save in the scheme.
Focus on object, sign (imagine-celebrity-color)
Interpretation.
Application of the figure ground principle by (similarity)
