beetle integrated marketing communication

New Positioning and Advertisement for Volkswagen Beetle

SUBMITTED BY:-

HARNEET SINGH BAHRI

ROLL NO-140103066

The CampaignCampaign named “ Marriage does come with rewards” launched in 2010

Launched in November as it is the wedding season in India

Advertisement shows a royal wedding being held at a palace and explains the rich traditions which are being followed

Shows everything related to marriage is exquisite

Tries to draw an analogy that if everything related to marriage is exquisite then gift should be royal too

Tries to promote Volkswagen as a gift for the married couple

Marketing Communication Problem

Portrayed Indian marriages in bad light

Perceived as promoting dowry

Campaign resisted by various sections of people and many NGO’s opposed it

Negative publicity through Social media websites like Twitter

Created a negative perception of the brand

Positioning

Old StrategyCampaign shows marriage comes with rewards and promotes car as a gift for marriages.

New StrategyCampaign would promote car as a perfect fit for couples.

New Advertising Campaign

A Perfect fit for Couples

The all new Beetle with features that add to your smile!For more details visit www.volkswagen.com

Thank You