Campaign Project Revised
-
Upload
aquila-jones -
Category
Documents
-
view
213 -
download
0
description
Transcript of Campaign Project Revised
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