Case study : Volkswagen, the New Beetle

Extraits

[...] http://www.trumpuniversity.com/business-briefings/lib/resources/images/graphs/product_life_cycle.gifhttp://www.themotorreport.com.au/wp-content/uploads/2007/05/vw-beetle1.jpghttp://www.adgoog.com/blog/photo/34524a-volkswagen_veut_doubler_ses_ventes_en_chine_d_ici_a_2018.jpg PLC : a product analysis tool based on the idea that a product has life stages Introduction: 1938 No market share Tell people about the market Growth: second world war Increasing sales and adoption of the product Maturity: « trente glorieuses » Achievement of the desired share Decline : 1980's Sales volume decline Strong competition with Asia http://www.actionconsommation.org/publication/ac-img/vache.pnghttp://portrait.sebrieu.com/public/images/caricatures/chien.jpghttp://www.buschini.fr/junior/wp-content/uploads/2007/10/etoile-de-mer.jpg Relative market share Market growth rate Low Low High High Why would the company replace the original with a lookalike product ? Improvement in order to have a newer and better product. Importance of innovation. The types of new product. [...]

[...] Innovative products A really new product Replacement products = New Beetle More an improvement than innovation Variant products When companies frequently introduce new products Me-too products Imitation of products already on the market Relaunched products Not really a new product but the total product offering has changed Does Volkswagen's brand image give the company the opportunity to introduce other non-car products, and what might these be ? Brand personality Brand image Brand equity Brand identity logo Brand image : people's perception of the brand http://www.adgoog.com/blog/photo/34524a-volkswagen_veut_doubler_ses_ventes_en_chine_d_ici_a_2018.jpg What is your perception of Volkswagen ? Perception : the way we interprete our world, and each of us does it differently. [...]