Author Archives: amicodev

by | Friday, March 23, 2012 · 12:54 am

A more manly Beetle

With its smooth, bell-shape and built-in flower vase, the Volkswagen Beetle has been regarded as a car for females. It looks feminine and nice. The result has been a car that does not have a large male market segment in the past. A year ago, the old Beetle design had only 29% of its buyers who were male. What was keeping the guys away? Styling and image.

But VW wanted to change its image and make their new Beetle model more manly and rough. It gave the car a sleeker profile – not as rounded – and a more aggressive appearance and broader stance. To promote the new Beetle, VW took the message to the most masculine of all American sporting events – the Super Bowl. The ad used a big golden retriever to show how a workout could make both dog, and car, more masculine and tough.

Did it work? Yes, 43% of the buyers of the new model have been male. VW’s next move is to strengthen the new market direction with a manly diesel engine version of the model.

 

Group Activities and Discussion Questions:

  1. Poll students:
    1. What do they drive now?
    2. What would they like to drive?
    3. The types of cars we buy tell a lot about us. Name several categories of possible markets and ask students what type of car would best fit that category. Why?
      1. Outdoorsmen ______
      2. Families ______
      3. Soccer moms ______
      4. Single men _____
      5. Single women ____
      6. Construction workers ____
      7. Sales executives ____
      8. Have students view old and new VW Beetle ads. What are the differences in target market and message?
        1. http://youtu.be/0-9EYFJ4Clo
        2. Discuss the risks and rewards of this new approach by VW to reach males.
        3. Have students review the Web site for Volkswagen. How has the company targeted different market segments?

 

Source:  Brandchannel.com, 3/22/12

 

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by | Thursday, March 22, 2012 · 12:52 am

Mobile gaming – anywhere and everywhere

When video games first started, they were played solely on console devices and television sets, limiting game players to their houses. But once games moved to mobile devices – first on specialized handheld devices – but more recently on smart phones and laptops, game players were free to roam beyond the walls of their homes. Mobile games represented freedom, and an easy way to kill time while waiting in stores, offices, waiting rooms, and other locations outside of homes.

Mobile games have gained even more ground as they are played inside of the home. In a recent survey of 15,000 U.S. users by MocoSpace, 96% of the gamers stated they played games on their mobile devices even while they were at home, and 53% of those gamers admitted to playing games while they were in bed! The next most popular locations in their homes were living rooms (41%), bathrooms (5%), and dining tables (1%).

More data from the survey shows the various locations outside of homes: waiting for appointments (44%), commuting (72%), and work (64%). And as to the amount of time they play games: more than one hour per day (52%), and more than three hours per day (32%) Mobile games – they’re not just for waiting lines anymore!

Group Activities and Discussion Questions:

  1. 1.     Poll students:
    1. Where do they play games? (Locations in houses, cars, stores, etc.)
    2. What devices do they use – smart phones, consoles, other devices?
    3. What games do they play?
    4. Are there different games for different locations?
    5. How many hours per day do students play games?
    6. 2.     What are the implications for console game companies given the proliferation of mobile games?
    7. 3.     Have students name several different console games.
      1. How could these games be revised for use on mobile devices?
      2. How could these new games be promoted?

 

Source: CNET, 3/22/12

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by | Wednesday, March 21, 2012 · 12:48 am

Lin and Volvo match up for China

Jeremy Lin is one of the hottest athletes for endorsements, and his appeal goes far beyond the New York Knicks market. Lin is a hot star in the Chinese market – and that is a good reason for Volvo, a Chinese-owned company, to sign up the 23-year old basketball phenomenon to promote its cars in China, other Chinese-language markets in Asia, as well as the U.S.

Why link Lin and Volvo together? According to comments made in the press conference by Lin, “both of us are striving to be better and smarter at what we do, and to do it in our own way.”

Lin also represents a strong component for Volvo’s increasing use of social media. The company has used the athlete’s name in Facebook and Twitter entries, generating strong consumer response for the partnership. A television ad should be available soon.

 

Group Activities and Discussion Questions:

  1. Why is Jeremy Lin such a hot commodity for endorsements right now?
    1. What is his appeal for companies? For consumers? For a global marketplace?
    2. What are other products he has endorsed?
    3. Show the video clip of the Volvo/Lin press conference.
      1. http://youtu.be/fv5G-pJMaDA  (also available on company’s Web site)
      2. Have students view the Volvo Web site: www.volvocars.com
        1. How is the company using Lin to promote its products?
        2. What are other opportunities for Lin to promote Volvo?
        3. Ask students to list other athletes who are endorsing companies and products?
          1. Who are they? Are these successful?
          2. How does Lin compare with other celebrity endorsements?
          3. What is the importance of Lin for penetrating the Chinese market?
          4. What are the risks, and rewards of celebrity endorsements for companies?

 

Source:  Brandchannel.com, 3/20/12; Los Angeles Times; New York Times.

 

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