Free Essay

21 Century Volkswagen Y Beetle

In: Business and Management

Submitted By rogergdma
Words 341
Pages 2
En la entrevista con el experto se desarrollan una serie de conceptos que 21 Century Volkswagen desarrollo para lograr el lanzamiento y posicionamiento de su automóvil “Beetle”, utilizando estrategias Teaser, Btl, Atl, entre otras.

Volkswagen se dedicó a generar una campaña publicitaria para obtener un lanzamiento internacional, trayendo a la marcha el concepto “glocal” (pensar globalmente y actuar localmente con ciertos cambios para el mercado doméstico). Se puede decir que el objetivo de esta forma de mercadotecnia es que todos los consumidores tanto en Europa, Asía, Estados Unidos, Mexico, etc, perciba el producto de la misma manera. Adentrándonos un poco más, se observó que su estrategia ATL (over the line), fue una campaña única en inglés, con pequeñas adaptaciones para ser más específico. En el caso de México usaron el logo con los colores de la bandera nacional para promocionar que el auto era hecho en México. A diferencia de la ATL, su estrategia BTL (Below the Line), fue concretamente local para alcanzar por completo al consumidor deseado. También usaron una estrategia Teaser para promover intriga en el mercado meta, usando la curiosidad para tener mayor captación al momento del lanzamiento. Al momento del lanzamiento y para obtener la maduración del producto se enfocaron en las bases y plataforma digitales, sin dejar a un lado los otros medios de divulgación (debido a que ninguno es absoluto), para de esta manera poder filtrar y seguir obteniendo las necesidades del consumidor y así llegar a fondo sin dejar de promocionar el producto. Siempre se debe de pensar que canal le va a llegar de una forma más natural, logrando que el consumidor llegue a buscarla en diversos medios.

En conclusión se puede decir que al momento de intentar posicionar cualquier producto dentro de un mercado específico, nunca se debe de perder en cuenta a quien va dirigido y que objetivo se tiene, en base a esto, se elegirá los canales de distribución y las estrategias a utilizar, ya sean BTL, ATL o cualquiera que fuese la mejor para el caso en concreto.…...

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