Media Design MFA ProgramMDM525 Defining Client Needs2.3.2 Week Three Project

Name:Aquila Jones Date:January 27, 2013

Campaign Project Proposal A: (Volkswagen Bulli)

References:

Authority, M. (2011, August 19). Build the bulli? report says vw concept may see production. Retrieved from http://www.jbcarpages.com/news/2011/08/19/build-the-bulli-report-says-vw-concept-may-see-production/CARiD.com. (2003-2013). Plasmaglow®- neon glowire. Retrieved from http://www.carid.com/universal-lighting/plasmaglow-neon-lighting-860425.html

CBS Interactive Inc. (n.d.). Massage/heated seats. Retrieved from http://reviews.cnet.com/2300-10863_7-10000286-3.html

Chitika Publishers. (n.d.). Volkswagen bulli release date throughout the years! Retrieved from http://www.carsvw.com/2012/08/volkswagen-bulli-release-date-throughout-the-years/

Hearst Communications, Inc. (2011, March). 2014 volkswagen microbus. Car and Driver, (April 2011), Retrieved from http://www.caranddriver.com/features/2014-volkswagen-microbus-feature

Market Sector Overview:Project Synopsis

Volkswagen  has  made  the  determination  some  identified  consumers  needs  a  vehicle  that  has  emotion  as  it  begins  to  fill  their  showroom  in  the  United  States  showroom  with  sedans  that  are  bland  (Hearst  Communications,  Inc.,  2011).  This  will  be  a  great  way  to  introduce  the  new  Volkswagen  bulli  for  the  2014  year.  Although  the  Volkswagen  microbus  is  not  necessarily  new  it  introduces  new  features  that  will  attract  the  new  generation  and  their  families.  The  benefit  to  consumers  that  would  be  gained  is  the  new  square  shape,  which  makes  the  space  airy  and  open  (Chitika  Publishers,  n.d.).  According  to  the  same  source  (Chitika  Publishers,  n.d.),  the  bulli  combines  the  modern  and  classic,  which  gives  the  design  of  the  microbus  a  unique  look  and  identity.  These  benefits  put  the  bulli  at  the  center  of  attention.  Some  of  the  more  obvious  features  or  services  that  are  shared  between  that  Volkswagens  microbus,  Toyota  scion  Xb,  Nissan  cube,  and  the  Kia  soul  is  the  attendant  interior  space,  the  box  shape,  of  each  vehicle  (Authority,  2011).  These  features  help  to  hit  a  target  market,  of  nostalgic  buyers  and  young  families  that  seeks  a  plug-­‐in  vehicle  that  gives  a  bit  more  of  a  heritage  feel  for  the  consumers  (Authority,  2011).  Some  potential  strategies  for  differentiating  Volkswagen  from  the  other  brands  would  be  to  add  three-­‐dimensional  colors  to  the  microbus.  Volkswagen  should  also  add  plasma  glow  lights  to  the  interior  (CARiD.com,  2003-­‐2013)  and  heated  massage  seats  for  the  drivers  (CBS  Interactive  Inc.,  n.d.).  With  these  add  on  features  to  the  microbus  Volkswagen  will  not  only  differentiate  from  the  other  brands  but  will  also  make  the  microbus  more  futuristic  and  a  happy  buy.  

1Ranked # 4

Volkswagen BulliPrice: $21,000/$26,000

Ranked # 3Toyota Scion

Price: $15,750 / $17,789

Ranked # 2 Nissan Cube

Price: $13,990 /$15,585

Ranked # 1Kia Soul

Price: $13,300/$17,645

Competitors