Answer the following questions based on the article below. Thanks 1-how would yo

Question

Answer the following questions based on the article below. Thanks
1-how would you describe Volkswagen’s new intended business strategy? 2-How would you describe VW’s new advertising strategy? 3- Explain how effective you believe that the advertising strategy will be in helping to achieve the business strategy of VW in the long term. 4- Do you agree with Martin ( paragraph 18 ) when he concludes that the advertising campaign achieved its goal of ** igniting a new conversation with owners’’? 5- If ad copy crystalizes a brand essence.’’ What is the essence of VW? If it can be easily changed with a new ad campaign, what do we know about VW’s business strategy? ter 7 Discussion Case W's New St New Strategic Plan for the United States-Part 1: Crispin Bogusky's Plan to Rekindle Our Love Affair with VW Por the Volkswagen Rabbit? The boxy. fuel-efficient work for VW has been "so 1k as launched in 1974 to replace the legendary smoothes the wag for VW's) quick and complete w as the company's big seller and was the first VW made [from the American market)." Says a United States. It also became known for catching fire wearing a Kiss T-shir and breaking down, and thus became the symbol of VW scarfed banana pancakes at Grcenstret rt and stabbing his fork in the air as he pse in America through the 1980s. At the insistence of Miami office:"1 1 WGerman parent, the Rabbit name was killed in 1985. they aren talking, then your brand is dead and the Westmoreland (Pennsylvania) assembly plant was ikoe that they are talking about the work. If Indeed. Volksw agen is trying to av oid the kind of near- 4 2 So it was audacious indeed when Alex Bogusky. chief so low that German managers seriously pondered pulling up death experience it had in the early 1990s, when sales sank creative officer of Crispin Porter-Bogusky, which took over US stakes altogether At 224,000 cars sold last year. the VW advertising account last December, suggested resur a long way from the nadir of 49,000 in 1992. But to recting the Rabbit name. In a March 20.2006, meeting at the who have watched the numbers drop by 131,000 sales per year Auburn Hills (Michigan) headquarters of VW of America. since a peak of 355.648 in 2001, this period has felt eerily with company brass and two members of its dealer council ike the dark days a decade ago, before the New Bectle lithed y reasoned that the redesigned Golf launching in the United States this year had already been selling in Europe for the entire brand out of quicksand. Internal rescarch show s a lasting loss of confidence in t he brand after costly, repetitiv cars, so auto writers probably wouldn' tion to the stateside debut. "So let's change the story."offered billion in each of the the 42-year-old ad director before the assembled g t pay much atten quality problems: VW's U.S. division has lost more than SI past tuo years, and this year could be roup. nearly as bad. On May 2.2006, Pischetsricder had his contract Nervous laughter followed. VW supers isory board chairman renewed for six years, but only after intense pressure by the Ferdinand K. Piech. known for his bad temper and for insist. supervisory board to deliver better results with fewer job cuts ing that VW have global model names, was certain to disap- tha the 20,000 he wants. "No prove. But VW's U.S. chief. Adri ispin president Jeff Hicks question ahout it. it's a five- an M. Hallmark, bought in alarm fire" says Cr d took the idea to the carmaker's German headquarters in Enter Crispin Porter-Bogusky. the eccentric ad shop in 5 Wolfsburg on March 25. 2006. Worldw ide brand chief Wolk Miami thats knoun for using viral marketing and creating gang Bernhard said yes and ordered new signs. photography. nutty characters hike the Subservient Chicken for Burger King and press releases to be rushed for the New York International Holdings Inc:s ailing franchises VW had beep through thrse Auto Show on April 12. despite whispers that Piech, alrady years of coolly reverned ad efforts as it juggled a failed luxury for Bernhard's boss, management board chairman sedan the sony Phucton priced at more than $75,000) and the 550,000 Touareg SL.V. alongside $20,000 Golfs and Jettas. For- gunning Bernd Pischetsrieder, was unhappy mer agency Amold Worldw ide, saddied with to directors before marketing chief Kerri Martin arrived struggled to make sense of it all. A year ago, Martin got the beady title of director of brand innovation, har ing been the celebrated mar- Harley-Darvidson Inc. Crispin HATE MAIL the kind of strong polarized reaction Bogusky and his part- keting whiz at MINI USA ners like to provoke. VW's U.S. dealer council supports the worked with ber ar MINI to move. But consider some DeLorenzo, founder and publishero 3 Many love the Rabbit idea, but plenty hate it. That's just of the hostile reaction: Peter M. dy advertising excitement for which VW used to be known. As Crispin tries to douse the flames engulfing the VW 6 utoextremist.com Inc, called the decision to return to the brand it has to prose t Rabbit name "pure, unadulterated lunac ir Us. VW marketing chief Kerri Martin and her apency Madison Avenue's groupthink. C weren't stopped, they would destroy the brand in the Ui.S once itwas running MMIN C and for all." Steven Wilhite ment y" and wrote that not just as Martin's pet agency. Situated 1,300 miles south Crispin stands apart. Whether Cooper hatchbacks around cities atop faus body bags at the door of a tobacco company for an ntismoking campaign, Crispin has been changing the dcadRance Esin's itindustry's plag book. It famously helped solve Burger King's former VW marketing chief and Ford Excursion SUVs or I I chief marketing officer at Nissan Motor C

Explanation / Answer

1-how would you describe Volkswagen’s new intended business strategy?

well VW as said and suplimented by the members of the dealer association called for a turn back the same goes for the the GM model NOVA launched in latin America which literally meant "wount go" in there language, was taken back and relaunched again.althoug FMCG ediable articels differ in advertising strategy the Da DA DA campain was not a stopper well its says it all with Rabbit as an mascot of Playboy says it all in US.the intented business strategy with proven trach record of 2 years in eupore backed by dealers could have worked wonders in US.

2-How would you describe VW’s new advertising strategy?

Yes uncanny and offensive for others but sounds good for the ones impelminting it US as the curreent stats show that the marketingb of seventh generation in current market place in good enough.later in times the "Chicks Brand "concept did it in US, however concepts like "Men Laws" or "Drivers Wanted" dented it but "Definationly Sucking" and "Bachelors party may me" provided the essence for the marketing campain to pick up and evolve. all as it says a daring effort to do the unexpected.

3- Explain how effective you believe that the advertising strategy will be in helping to achieve the business strategy of VW in the long term.

yes it has , it ignited the minds of the younger generation and achived its goals and as well become a "Sexy Symbol" which every youngester wants to be in the unsated state of needs, wants, and demands. it has been effective and intented the desired results as the seveth generation shows it all, had it been killed in 1990s we would have not had it now in 2017.

4- Do you agree with Martin ( paragraph 18 ) when he concludes that the advertising campaign achieved its goal of ** igniting a new conversation with owners’’?

Yes having two week run as top advertisement over the net and having 7,500 friends over my space (we didnt have facebook then)and the amount to downloads actually tells about the full acivement of the the goals, yes the concept of "Bachelor party may be?", did to the trick bach then, agreed Ms. Martin acived the goals we agree with her.

5- If ad copy crystalizes a brand essence.’’ What is the essence of VW? If it can be easily changed with a new ad campaign, what do we know about VW’s business strategy?

yes ad campaings might change with times as and when recquired example before is NOVA from GM launched in Mexico and Latin America , another is "Fly Leather" bu British Airways changes to "Fly Nacked" in Arabic , well things do happen as Rabbit was associated to Playboy went down but reforced ad campain can work wonders as another example in from India where milk powder was reintoduced as as an indrigent for making Indian recipes like "kheer", "sawaiya"etc rather then tea and coffe requriment, and again chadburys reintoduced as a sweet dish.

way to go VM golf aka rabbit

thanks

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