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Volkswagen of America Case Discussion Instructions

This video case illustrates how Volkswagen of America (VWA), a major automotive marketer, uses various IMC tools, specifically the “Punch Dab” campaign created by advertising agency Deutsch LA in 2010, to help build awareness of Volkswagen’s product line and to help the company achieve its ambitious sales goals. After viewing the video case (located in Module 4) as many times as you wish, there are discussion topics for you to think about.

The link of the video is the following.


After viewing the video answer the following questions

Discussion Topic 1:

Describe some of the marketing challenges that VWA faces in achieving their ambitious sales goals in the US according to the video case.

Discussion Topic 2:

According to the video case, how does the US automotive market differ from the rest of the world ‘s automotive markets?

Discussion Topic 3:

Describe the importance of the US market for VW’s worldwide success according to the video case.


It’s critical to understand all the factors that make a customer a good candidate to buy your product. First take a look at this product, the new iphone X, cost: $1,000.

  • Now, try to figure out who the IDEAL customer is for this product. Assess as many different factors as you can think of. Who are they? You can evaluate all of the following: race, gender, education level, income level, where do they live (urban vs rural), what motivates them? How many kids do you think they have? Figure out the perfect customer and tell me why these factors might influence them to buy the iphone Xs.
  • Next, come up with a brief marketing pitch 2-3 sentences trying to persuade the target customer this phone is the perfect for him/her. Then discuss why you think this marketing message is the correct message for your specified target market in the above bullet.