This website uses cookies to ensure you have the best experience. Learn more

Journal 2 Essay

613 words - 3 pages

Justin Byrd
Professor Wintrob
September 8, 2013

The New Beetle
1. Why was the Drivers Wanted campaign successful? Why is this important relative to the New Beetle campaign? 
Every great campaign is powered by a great idea, strong motives, and a confidence that tells everyone in your organization, “Don’t worry, we got this”. Volkswagen delivered this with the Drivers Wanted campaign that helped the company step into the forefront. The hiring of Arnold Communications became an important factor in creating this great campaign. Arnold Communications preached that Volkswagen cars needed to be approachable, affordable, and more connected to the world and more importantly the driver. They wanted the “Drivers Wanted” campaign to make the Volkswagen brand more appealing to its consumers. This action really became a very important turning point for Volkswagen. ...view middle of the document...

“Drivers Wanted” made the Volkswagen’s brand image clearer and more attractive to the consumers by offering German engineering at the price people wanted and made the driving experience unique to these consumers.
It is important relative to the new beetle campaign because this campaign put Volkswagen back in people’s minds in terms of what car I should buy when car shopping. This campaign helped create awareness to Volkswagen, built customer loyalty, and helped improve sales. These three major factors are always important to any future products or campaigns that will be ran. Without these key factors the New Beetle campaign could not have prospered as much as it did. The Drivers Wanted campaign reenergized the company, excited consumers, and established a new found trust with their consumers.
1. If you were in Liz's position, would you position the car to target Baby Boomers, 18-34 year-olds, or another group? Explain your thinking and why it would give the product the best chance to succeed?
If I were in Liz’s position, I would position the car to the 18-34 year-old target market. I believe this is the best target market because the trendiness of the car will appeal to this age group and it can still hold the “indulgence of nostalgia” to a certain degree for this particular target market. For the younger people in this age group, there is a strong chance that parents would be assisting them with the decision and purchase of a new vehicle. So when presented with the Beetle as one of their child’s options, they would be more prone to encourage the purchase of the new Beetle because of this sense of nostalgia as well. The drivability, fuel efficiency, and safety of the vehicle are also great selling points to all generations. You can also market the size of the car to the younger age group more easily they are more likely to be single or just a couple and not have to worry about having more room for children. I think this gives the product the best chance to succeed.

Other Papers Like Journal 2

Measuring The Quality Of Electronic Journals In University Library: Based On Five Year Impact Factor Data In The Journal Citation Reports

2371 words - 10 pages frequency with which the journal's articles are cited in the scientific literature. It is derived by dividing the number of citations in year 3 to any items published in the journal in years 1 and 2 by the number of substantive articles published in that journal in years 1 and 2. For instance, the year 2008 impact factor for Journal X is calculated by dividing the total number of citations during the year 2008 to items appearing in Journal X during

H & M in Fast Fashion: Continued Success

974 words - 4 pages governance’, Corporate governance-an international review, 1(1), pp. 314-327 Boyd, C.: 1996, ‘Ethics and corporate governance: The issues raised by the Cadbury report in the United Kingdom,’ Journal of business Ethics 15(2), 167-183 Parkinson, J. and Kelly, G. (1999) the combined code on corporate governance, Political Quarterly, 70, 1, 101-7 Lutz, S., Eberle, D. and Lautter, D. (2011) ‘Varieties of private self-regulation in European

Investor Buyer Sentiment

3874 words - 16 pages . | REFERENCES 1. Baker, Malcolm, and Jeffrey Wurgler, 2005, Investor sentiment and the cross-section of stock returns, Journal of Finance, Forthcoming. 2. Barber, Brad, and Terrance Odean, 2000, Trading is hazardous to your wealth: The common stock investment performance of individual investors, Journal of Finance 55, 773-806. 3. Barber, Brad, and Terrance Odean, 2003, All that glitters: The effect of attention and news on the buying

Measures of Progress of Science in India

558 words - 3 pages SCIENCE, VOL. 86, NO. 9, 10 MAY 2004 1195 in physics had received low citations, between 0 and 7 per paper. These facts only seek to highlight the point that citations to a paper do not depend upon journal IF, although journal IF does depend upon citations. Certainly, journal IF cannot be taken as the only indicator for measuring the quality of a research paper. It is more so because acts of citation only seek to underscore the


403 words - 2 pages Journal Instruction Section 3: Unique selling Proposition You will now complete your secondary market research and consider what distinguishes your company from your competitors, their products, and / or the price of their products and services. Use the Internet to research your customer demographics and market segment from Journal 2. Consider what you think you know versus what you know to be true based on research from reports, publications


1160 words - 5 pages 46 000 Prepaid Rent Expense* 3 000 (plus $300 GST) * Barry paid the Rent in December from his personal bank account. It represents three months rent in advance at $1 000 per month (plus $100 GST), commencing 1 January 2011. Barry has also arranged a bank overdraft for the business of $25 000. Required Prepare the journal entries required on 1 January 2011 to establish the double entry accounting system. Narration is not required. 1 + 2 = 3 marks

English 1

870 words - 4 pages competitive advantage", Journal of Intellectual Capital, Vol. 9 Iss 1 pp. 133 – 156. Kumar, V., Batista, L. and Maull, R. (2011), “The impact of operations performance on customer loyalty”, Service Science, Vol. 3 No. 2, pp. 158-71. Lamotte, G. & Carter, G. (2000), Are the Balanced Scorecard and EFQM Excellence Model mutually exclusive or do they work together to bring added value to a company, Balanced Scorecard Collaborative. Louise Boulter

[Outline]Does the Increase Amount of Foreign Worker Induces Negative Impacts to Malaysia?

806 words - 4 pages Malaysia is increasing. | International Journal of Academic Research in Business and Social Sciences October 2012, Vol. 2, No. 10 | | Thesis statement | It is undeniable that the foreigners working in Malaysia have contributed to the economic growth of the country, but they still bring a lot of disadvantages to the country in terms of employment opportunity for local workers, and disruption in other aspects such as social and security

Determinants of Retail Customer Satisfaction: a Study of Organized Retail Outlets in Ernakulum, Kerala

782 words - 4 pages ________________ ISSN 2249- 8834 EIJMMS, Vol.4 (8), AUGUST (2014), pp. 6-19 Online available at REFERENCES [1] Bharadwaj,S., Vadarajan,P., Fahy,J. (1993), “Sustainable Competitive Advantage in services industries”, Journal of Marketing, P.P. 83-99. [2] Paeasuraman,A., Zeithama, V.A. Berry, L.L. (1991), “Refinement and Reassessment of SERVQUAL scale”, Journal of Retailing, Vol.67, No.4, P.P. 420-450. [3] Parikh D (2006

Mm Aasignment

535 words - 3 pages plan across the organisation plays a vital part in making this happen. Your Task 2 Using academic learning, briefly outline a marketing plan for an organisation of your choice. 2 Critically evaluate your chosen organisation’s marketing plan, in particular relation to its marketing environment. 2 Identify and evaluate how technology and new media could impact the firm’s future marketing plans 2 Discuss sustainability with regard to the

Bus 681 Entire Course

369 words - 2 pages In this file of BUS 681 Entire Course you will find the next docs: BUS 681 Week 1 DQ 1 Compensation Strategy.doc BUS 681 Week 1 DQ 2 Compensation Practices.doc BUS 681 Week 1 Journal Article Research and Analysis.doc BUS 681 Week 2 DQ 1 Seniority and Merit Pay.doc BUS 681 Week 2 DQ 2 Incentive Pay Plans.doc BUS 681 Week 2 Performance Management Issues.doc BUS 681 Week 3 DQ 1 Building Blocks.doc BUS 681 Week 3

Related Essays

Journal 2 Week 2 Essay

2606 words - 11 pages Journal Two: Identifying Conflict in Two Texts Read About Journals in ENG125: Introduction to Literature for more information about the purpose and expectations for journals. This week, you continue writing your journal entries. This journal entry is designed to help you document ideas about conflicts in literature, which will contribute to the information required for the Week Three Draft and the Week Five Literary Analysis. Recognizing

Reflective Journal 1 And 2 Essay

694 words - 3 pages Behavioral Blend For I do not understand my own actions. For I do not do what I want, but I do the very thing I hate. Now if I do what I do not want, I agree with the law, that it is good. So now it is no longer I who do it, but sin that dwells within me. For I know that nothing good dwells in me, that is, in my flesh. For I have the desire to do what is right, but not the ability to carry it out. For I do not do the good I want, but the

Acc 225 Week 7 Checkpoint Essay

1255 words - 6 pages devices Exercise 7-1 Hutton Company uses a sales journal, a purchases journal, a cash receipts journal, a cash disbursement journal, and a general journal. The following transactions occur in the month of March: Mar. 2 Sold merchandise costing $300 to B. Fager for $450 cash, invoice no. 5703. 5 Purchased $2,300 of merchandise on credit from Marsh Corp. 7 Sold merchandise costing $800 to J. Dryer for $1,150, terms 2_10, n_30

Reference Essay

855 words - 4 pages manufacturing production outsourcing. Journal of Global Intelligence & Policy 6(11): 116-123 Rinaldi-Larribe, M-J., Lightfoot, W. S. and Zhao, Z. 2009. ‘Does China Deserve the Market Economy Status?’ Journal of Chinese Economic and Foreign Trade Studies. 2 (2): 110-120. Joshi, A. (2011). Two Competing Asian Giants: Some Facts. China Report, 47(3), pp. 201–21. Saravanakumar, M. and Kim, T. 2012. The impacts of economic reforms on