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Essay / Research Paper Abstract
In 2000 Citroen and Volkswagen launched major marketing campaigns for their MPV’s. Citroen’s Xsara Picasso was new and the Volkswagen Sharon was an existing competitor. This 7 page paper, based on a case study supplied by the student, compares these two very different campaigns. The paper compares and contrasts the goals, the messages and target markets, the way the campaigns were executed and how the competition may react.
Page Count:
7 pages (~225 words per page)
File: TS14_TExsarapic.rtf
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Unformatted sample text from the term paper:
well as a meaningful message to help realise those goals. The Citroen Xsara Picasso and the Volkswagen Sharon were competing in the MPV (multiple purpose vehicle) market, the former was
a new vehicle the latter had become a market leader and the brand was suffering from new aggressive competition. Both saw major marketing campaigns in 2000. The main objective
of the marketing of the Citroen Xsara Picasso was to gain a large market share and a high level of name awareness as well as communicate the distinctiveness of the
car. The launching of the campaign across 41 countries indicated the global ambitions for this car and the quantifiable target was to be the number two recognised car in this
segment within a year of the launch. The market was mainly families, but this who were forwards looking trend setters and those who wanted different uses out of a
car, not only that family vehicle. The message that was communicated to attract this market was that of creativity, this is seen not only in the name that was chosen
and the positive association with the name but also the creative robots in the marketing and the tag line free your mind. The Sharan had different goal. The car
was not highly differentiated, but very similar to others on the market such as the Ford Galaxy which were also increasing sales. The brand was not new, and as a
result was getting stale and falling behind the new entrants with little to differentiate itself. The Sharan needed to be have its image renewed to regain lost market share and
position, the goals were all targeted at the competition, for example, the recapture the number one market place in Germany and the Czech Republic and in Hungary it was to
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