University Assignment: Analysis of Volkswagen's 'Think Small' Campaign

This report delves into Volkswagen's iconic "Think Small" marketing campaign, examining its purpose and communication strategies. The report begins with an introduction to brand management and its significance in establishing a strong customer base, highlighting Volkswagen's efforts to improve its market positioning through quality, design, and specifications. The core of the report focuses on the "Think Small" campaign, considered a benchmark in advertising, detailing its simplicity, creative approach, and effectiveness in capturing consumer attention. The analysis explores the campaign's objectives, particularly its role in attracting consumers during a period of American obsession with larger cars. Furthermore, the report investigates the marketing communication strategies employed, including the use of print advertisements and television commercials to highlight the features of the Volkswagen Beetle. The report also includes a reference list for further reading.

Running head: BRAND MANAGEMENT
Volkswagen “Think Small”
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Table of Content
Introduction......................................................................................................................................2
“Think Small” Campaign................................................................................................................2
Purpose of the Campaign.................................................................................................................3
Main Marketing Communication Strategy......................................................................................3
References........................................................................................................................................4

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Introduction
Brand management is the most fruitful method of establishing a strong customer base and
achieving the competitive advantage. Volkswagen is not an exception in developing the unique
marketing campaign for the target customers. Currently, the company has been focusing on
improving the car quality, design, and specifications to improve the market positioning in this
competitive scenario (Couch et al., 2017). Therefore, the development of unique marketing
strategy is quite necessary for the company.
“Think Small” Campaign
Volkswagen, the renowned automobile company has been maintaining the fruitful
marketing campaign ideas to establish the commendable brand image (Volkswagen-media-
services.com, 2017). Such remarkable marketing campaign is called “Think Small”, which has
captured the attention of the target customers in a significant way. This marketing campaign is
considered as one of the best advertising schemes developed in 20th century (Holm, 2016). The
campaign provides the accurate reflection of the products that are to be offered to the target
customers. The ‘Beetle’ car is introduced in a black and white ad, which is considered as the new
type of simplicity. This ad campaign consisted of two major headlines, such as “Lemon” and
“Think Small” (Uncc.edu, 2017). The creative campaign set up presented the superior campaign
to beat the market position of DDB. The company concentrated on developing this campaign by
concentrating on three aspects, such as less explanatory, reflective of the products being
advertised, and more creative. The study would present the ideas about the purpose of adopting
this marketing campaign and the means of communication to develop such initiative.

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Purpose of the Campaign
The unique marketing campaign is the key to attract more consumers towards the brand
or the products. Volkswagen is not an exception in such regards. It has been observed that fifteen
years after World War II, Americans became much obsessed with the muscle cars that were
being built for the growing baby boomer generations and the families (Hortlik, 2014). It was
noticed that during the post World War period, the Volkswagen Beetle was slow and small in
compare to the Doyle Dane Bernbach (DDB) and German Car (Scholz, 2014). The development
of this campaign helped in making it the reason of improvement in American automobile
industry. It is notable that the advertisement campaigns undertaken by the automobile industry is
mainly focusing on providing more information rather than persuading the customers to purchase
any specific products (Rebecca & Hanna, 2017). Volkswagen team found this unique campaign
more appropriate to present the car features to the target consumers and increase the sales ratio
accordingly. The “Think Small” campaign is developed much differently to provide the adequate
knowledge about the car features and attract the customers largely.
Main Marketing Communication Strategy
The company has selected the advertisement procedure for developing this marketing
campaign. The customers receive the information about the product features through TV ads and
creative demonstration strategy. This advertisement process includes the highlights of the one
featured and small picture of the car with an attractive headline, “Think Small” (Liu, Zhang &
Keh, 2017). These texts highlight the clear comparison between the Beetle and Big American
Cars. The television advertisement undertaken by Volkswagen is also quite impressive. The
attractive photography and the demonstration videos focusing on the car features are also quite
helpful marketing communication strategy selected by Volkswagen.

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References
Couch, K., Dilts, K., Ferguson, R., Fisher, L., O’Malley, S., & Uhlending, S. (2017).
Volkswagen Brand Audit.
Holm, N. (2016). 7 Art for Fun and Profit. Explorations in Critical Studies of Advertising, 97,
97.
Hortlik, J. (2014). International Communication Strategies of Volkswagen.
Liu, L., Zhang, J., & Keh, H. T. (2017). Event-Marketing And Advertising Expenditures: The
Differential Effects On Brand Value and Company Revenue. Journal of Advertising
Research, JAR-2017.
Rebecca, R., & Hanna, B. (2017). When integrated Marketing Communication Leads to Brand
Avoidance: A qualitative study on why consumers actively avoid certain brands because
of their marketing communication efforts.
Scholz, N. (2014). The People’s Car: A Global History of the Volkswagen Beetle.
Uncc.edu, (2017). “Think Small” Advertising Campaign | Visual Rhetoric. [online] Clas-
pages.uncc.edu. Available at:
<https://clas-pages.uncc.edu/visualrhetoric/projects/individual-projects/think-small-
advertising-campaign/> [Accessed 16 Nov. 2017].
Volkswagen-media-services.com, (2017). [online] Available at: <https://www.volkswagen-
media-services.com/en/detailpage/-/detail/Live-every-moment--Volkswagen-starts-
marketing-campaign-for-the-new-up/view/

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3937328/6502d167d1a62bb5eaac2b391886d1b7?p_p_auth=xt3WpYGA> [Accessed 16
Nov. 2017].