Beetle: The Birth, Growth, Death and Revival of a Cult Brand
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(Case Code: MKTG071) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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MKTG071 |
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling ChargesThemesBrand Management |
| Case Length |
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14 Pages |
| Period |
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1941-2003 |
| Pub Date |
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2003 |
| Teaching Note |
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Not Available |
| Organization |
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Volkswagen |
| Industry |
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Automobiles |
| Countries |
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German |
Abstract:
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The case narrates the story of the German automobile company Volkswagen and its Beetle brand of passenger cars. Beetle's emergence as a successful, cult brand between the late 1950s and early 1970s is examined in detail. The case discusses the brand positioning, advertising and promotional strategies adopted for the Beetle brand in the US during the above time period. It also studies the problems faced by Beetle after the mid-1970s, which forced Volkswagen to stop the production of Beetles worldwide in 1979. The reasons for the relaunch of the Beetle in the late 1990s have also been discussed. The case critically examines the success of New Beetle in the early 21st century and discusses its future prospects.
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Issues:
• Understand the concept of cult brands and the role played by emotional bonding (with the product) in the success of such products.
Contents:
Keywords:
German, automobile company, Volkswagen, Beetle, passenger cars, successful, cult brand, brand positioning, advertising, promotional strategies, US, problems, mid-1970s, 1979, 1990, New Beetle, 21st century, future prospects
Beetle: The Birth, Growth, Death and Revival of a Cult Brand
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