This document discusses the marketing strategy for the New Beetle vehicle. It analyzes the target demographics of 40-55 year olds who are nostalgic for the original Beetle and 18-34 year olds who want something unique. The New Beetle offers German engineering, stylish design, and an emotional connection to appeal to these groups. The marketing strategy involves selling through dealers and flagship stores in major cities, focusing print ads in specific magazines, and collaborating with artists and rental car companies to promote the New Beetle as more than just a vehicle.

1. New Beetle, More than Vehicle Introduction STP 4P’s Conclusion Cairo Premier 12

3. Affluent

4. Emotional - ‘Nostalgia’

5. Individualism

7. Week buying power

8. Emotional - ‘Dream’

9. Personality

10. Attract attentionFamily Money Customer Satisfaction

12. Unique/Attractive

13. Love to drive

14. German Engineering

15. Emotional connectionDesign-Oriented Psychological Segmentation Beetle Lovers More than Vehicle Transportation Function-Oriented

17. Marketer in Advertising

18. Movie and Sports / Boring

19. Club, Shopping

20. “A car which is totally different from others”

21. Kathy, 48 yrs

22. Vice President in Premier Bank

23. Music and Yoga / Business meeting

24. Travelling, Photograph

26. Up-to-date elements

27. Cutting-edge technology

28. Superior driving performance

29. Spirited Design

30. Heritage & Originality

31. Six vivid color

33. Domestic brands(Chevrolet, Ford)

34. Japanese car manufacturers(Toyota, Nissan)

35. Premium-price strategy

37. German management, Loyalty, Motivation

38. Flagship store : Museum of the New Beetle

39. New York, LA, San Francisco

40. Pop-up Store, Show-case

41. Lease than purchase

43. Architectural Digest, Vogue, Spin

45. Pop artist : Andy Warhol, Keith Haring,…

47. Spirited Design

49. Flagship store

50. Lease than purchase

51. Focus on Magazine

52. CollaborationPlace Promotion