BCIT – Marketing Management Anniversary Project – Semester 2

07 May 2010 Leave a Comment

by hengwilliam in Semester 2 Tags: 75th anniversary, anniversary project, bcit, Golf tdi, marketing, marketing management, presentation, Semester 2, TDI diesel technology, tribe communications, Volkswagen, VW, william heng

Here are the marks of our combined project of the Marketing Course and Communications:

Marketing Marks – 86.9%

Communication Marks: 85% Presentation, 87% Written Report

You can download the PDF file of our report here: Volkswagen Anniversary Project_Tribe Communications MKTG 2E

A quick summary:

The Volkswagen company, originated in Germany, is known as the “people’s car”.  Known for their affordability and reliability for the average family, Volkswagen has exceeded consumer demands by expanding their model line to highlight valued characteristics creating global brand awareness with a strong reputation for reliability and strong brand loyalty.

Volkswagen has the lowest priced diesel in Canada and is in a unique position of being an affordable alternative to coneusmers looking to balance fuel economy with performance.  Most consumers consider fuel economy when purchasing a car and with the rise in acceptance of the clean diesel technology Volkswagen is first to market in this category.

Volkswagen’s challenge is to raise awareness of their unique position and promote their vehicles in the compatitive market of affordable cars.  The 75th Anniversary provides an opportunity to promote their reputation and technolgy to an audience who is ready to appreciate their vehicles.

The Big Idea is “Powerfully Blue” and will focus on the Golf TDI as an eco-friendly choice without sacrificing driving performance, and most importantly it is fun to drive!  The campaign will create a brand identity for TDI clean Diesel as the technology of choice for drivers who care about the environment and enjoy a high performance car.

To reach the target market a tailored plan will follow the target audience of 20-35 year old consumers and attract their attention through traditional mass media as well as online combining the two mediums with a video contest.  A launch party will kick off the Anniversary and engage consumers in a year of fun and eco-responsibility with the Tree Canada donation per test drive.

With an increase in knowledge about the technology and incentives to sit in the driver’s seat, the goals set out in the marketing objectives will be achievable.  Blue is the new green and Volkswagen is ready to show the world a “Powerfully Blue” year.