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Brand management is the most fruitful method of establishing a strong customer base and achieving the competitive advantage. Volkswagen is not an exception in developing the unique marketing campaign for the target customers. Currently, the company has been focusing on improving the car quality, design, and specifications to improve the market positioning in this competitive scenario (Couch et al., 2017). Therefore, the development of unique marketing strategy is quite necessary for the company.
Volkswagen, the renowned automobile company has been maintaining the fruitful marketing campaign ideas to establish the commendable brand image (Volkswagen-media-services.com, 2017). Such remarkable marketing campaign is called “Think Small”, which has captured the attention of the target customers in a significant way. This marketing campaign is considered as one of the best advertising schemes developed in 20th century (Holm, 2016). The campaign provides the accurate reflection of the products that are to be offered to the target customers. The ‘Beetle’ car is introduced in a black and white ad, which is considered as the new type of simplicity. This ad campaign consisted of two major headlines, such as “Lemon” and “Think Small” (Uncc.edu, 2017). The creative campaign set up presented the superior campaign to beat the market position of DDB. The company concentrated on developing this campaign by concentrating on three aspects, such as less explanatory, reflective of the products being advertised, and more creative. The study would present the ideas about the purpose of adopting this marketing campaign and the means of communication to develop such initiative.
The unique marketing campaign is the key to attract more consumers towards the brand or the products. Volkswagen is not an exception in such regards. It has been observed that fifteen years after World War II, Americans became much obsessed with the muscle cars that were being built for the growing baby boomer generations and the families (Hortlik, 2014). It was noticed that during the post World War period, the Volkswagen Beetle was slow and small in compare to the Doyle Dane Bernbach (DDB) and German Car (Scholz, 2014). The development of this campaign helped in making it the reason of improvement in American automobile industry. It is notable that the advertisement campaigns undertaken by the automobile industry is mainly focusing on providing more information rather than persuading the customers to purchase any specific products (Rebecca & Hanna, 2017). Volkswagen team found this unique campaign more appropriate to present the car features to the target consumers and increase the sales ratio accordingly. The “Think Small” campaign is developed much differently to provide the adequate knowledge about the car features and attract the customers largely.
The company has selected the advertisement procedure for developing this marketing campaign. The customers receive the information about the product features through TV ads and creative demonstration strategy. This advertisement process includes the highlights of the one featured and small picture of the car with an attractive headline, “Think Small” (Liu, Zhang & Keh, 2017). These texts highlight the clear comparison between the Beetle and Big American Cars. The television advertisement undertaken by Volkswagen is also quite impressive. The attractive photography and the demonstration videos focusing on the car features are also quite helpful marketing communication strategy selected by Volkswagen.
Couch, K., Dilts, K., Ferguson, R., Fisher, L., O’Malley, S., & Uhlending, S. (2017). Volkswagen Brand Audit.
Holm, N. (2016). 7 Art for Fun and Profit. Explorations in Critical Studies of Advertising, 97, 97.
Hortlik, J. (2014). International Communication Strategies of Volkswagen.
Liu, L., Zhang, J., & Keh, H. T. (2017). Event-Marketing And Advertising Expenditures: The Differential Effects On Brand Value and Company Revenue. Journal of Advertising Research, JAR-2017.
Rebecca, R., & Hanna, B. (2017). When integrated Marketing Communication Leads to Brand Avoidance: A qualitative study on why consumers actively avoid certain brands because of their marketing communication efforts.
Scholz, N. (2014). The People’s Car: A Global History of the Volkswagen Beetle.
Uncc.edu, (2017). “Think Small” Advertising Campaign | Visual Rhetoric. [online] Clas-pages.uncc.edu. Available at: <https://clas-pages.uncc.edu/visualrhetoric/projects/individual-projects/think-small-advertising-campaign/> [Accessed 16 Nov. 2017].
Volkswagen-media-services.com, (2017). [online] Available at: <https://www.volkswagen-media-services.com/en/detailpage/-/detail/Live-every-moment--Volkswagen-starts-marketing-campaign-for-the-new-up/view/3937328/6502d167d1a62bb5eaac2b391886d1b7?p_p_auth=xt3WpYGA> [Accessed 16 Nov. 2017].
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