Vespa Case (a & b)

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Vespa S College 125

Developing Positioning and Creative

for Vespa Motor Scooters:

the Vespa LX 50

The problem in this of the Vespa case is to set the positioning and develop the creative strategy for the LX 50. this case was added into the term, you may write an summary for this in place of summary. But make sure you let me which summary you’re

The Scooter

The LX 50 is a 49.4 CC 1 engine with a top speed of about 40 per hour. It runs on regular gas scooters had two-… engines required adding gas and oil together). It for about $3,300. For more about this model and the company, go to:

The Target 1

The TA is defined as:

q Females

q 25 — 44

q mixed (includes all races)

q grads

q Income ranges from $30K to $80K

q from middle-class homes; are in the to mid growth period of their

q Consider themselves hip; music; fans of Apple (esp. ipod); visually pay attention to design; physically fashion conscious; into – for work or fun

q Urban areas sizes A) May have ridden a but never owned one.

q users of mass-transit; Don’t own cars because of the inconvenience and of keeping one in a city

q Know the name but don’t know more about what the have ridden as passengers on cycles.

Piaggio has established its general but decisions about creative and executions await the selection of a audience.

The Advertising Objectives

the next year . and among the audience:

1. to help establish as the preferred two-wheeled mode of transportation.

2. to make the TA aware of the products.

3. to convince the audience a Vespa scooter is way cool.

4. to 20% of the TA to visit a Vespa dealer.

5. to 25% of the TA who visit a dealer to try out the LX 50.

5. to sell the LX 50 to at 15% of the TA who test-drive it.

The Problem(s)

Before you the major problem (the strategy) you must first a positioning strategy. Essentially all you to do is to decide how Vespa compares to its competitors (Honda “Ruckus,” the and ones made by Yamaha and companies). You may use one of the seven classic strategies covered in our readings/handouts or you may your own positioning strategy.

If you to coin your own, do so by completing the following sentence: to its direct competitors, the Vespa LX 50 is Once you agree on the positioning, the strategy as one of the critical factors and describe how the positioning affects the strategy. You do not have to justify positioning strategy. You are not required to TA members in order to establish the but it’s a REALLY good

You can included any materials related to interviews in the appendix. This help your grade.

The focus of this case is on the strategy. Your alternatives consist of different creative based on Dr. Taylor’s wheel. You may strategies (e.g. ego/ration) or use a strategy (e.g. sensory). You briefly identify which (or strategies) you are using and then a brief statement that that strategy.

The statement be similar to those for X brand in Dr. Taylor’s article. (Click for Dr.T’s complete article.) alternatives in this case consist of different creative from Dr. Taylor’s strategy You can suggest single strategies or two or more in an alternative. Provide a statement for each alternative.

the pros and cons of each based on the critical factors and on the and positioning you’ve selected.


You should develop two to different creative concepts on your selected strategy. For if you select an ego/ration strategy, you develop multiple creative that reflect the ego/ration Your concepts are NOT full but are based on the idea of advertising outlined in the reading.

Creative tests should be performed in interviews with 6 to 10 consumers who the target audience. Using the questionnaire provided along representations of concepts (described in the testing reading2), you should short one-on-one3 interviews at least 2 people per concept. you can only show one concept to participant. You’ll be testing the of a particular creative concept to target audience.

All interviews should be conducted so the respondents are not influenced by their or the opinions of others.

To analyze results, you should first each participant in the terms to describe the target audience. summarize respondents’ replies to the Tabulate the number and nature of the but bear in mind that is qualitative research and that insights into respondents’ and feelings are what we’re for.


Vespa is a print campaign to start and has magazines directed to young In addition to the obvious choices ( Cosmopolitan . etc.) ads are also to run in Bust Magazine . which is for “women with something to get off chests.” Your ad will be a (8” x 10”), full-color ad for Bust . The magazine is available online and in bookstores.

You are to create a prototype of the ad for Magazine . It should be based on your positioning and creative as well as the results of your tests. It must include copy (several sentences to a or more). You should focus on the Vespa LX 50 and the target audience above.

Write a tagline for the LX 50. Try to your ad look as much the real deal as possible.

for Thought

The following model the article in which it appeared) may be to you:

Value- Expressive Appeal Appeal is

Product differentiation Low

Product life style stage Developmental stages

scarcity High Low/Moderate

conspicuousness High Low

Consumer Low High

Vespa S College 125
Vespa S College 125

Consumer prior Low High

Consumer self-monitoring Low

“Value-Expressive versus Utilitarian Appeals: When and Why to Use Which by J.S. Johar and M. Joseph Journal of Advertising . vol 20, #3, Sept 23-33.

About Vespas

were sold in the U.S. for but this ended in 1985 new legislation governing emissions at two-… engines forced out. They returned to the in 2000 with different and lots of new models. According to the website:

The Vespa was an immediate all over again, and has achieved a share of 20 per cent of the small units a year) but growing sector. 6,000 Vespas sold in the first year, and over 7,000 in 2002.

For information about Vespa,

1 Below 50 CCs a license is not

2 For the purpose of showing concepts to provide one idea per page, per Each concept is made up of a) b) body copy; c) illustration.

3 OK to have one other person

Vespa Piaggio: Background

The following articles are for background about Vespa. The first appears to be about a slightly model than the LX 50 you’re in this case.

“Piaggio Invites College-Bound to Skimp on Gas, Not Books.”

Letter (August 19, 2008): (440 words)

College who purchase a new Piaggio Fly 50 or 150 scooter get one of the fun, fuel-efficient and low-emission around. And, through 15, 2008, they’ll also several free trips to the gas and plenty of storage to haul a and book bag, courtesy of a $50 gas card and top case offer Italian scooter manufacturer (see also Piaggio

Fifty dollars worth of gas means hundreds of miles of travel on the gas pump-shy Piaggio Fly which can get more than 70 That adds up to a whole worth of transportation before students will have to dip their fuel budget. valuable is the free color-matched, top box.

The cargo carrier easy and secure storage of campus and riding essentials.

The offer is available at participating Piaggio and Vespa dealers. To advantage of the savings, students present their valid college or university photo

The purchase must be completed by 15, 2008.

Piaggio Fly: A to Campus Essential

A Piaggio Fly isn’t just easy on student wallets, it is exceptionally to ride and own, even for novices. Like all Piaggio the Fly’s simple ‘twist and automatic throttle ensures most anyone can learn how to with the flick of the wrist. The riding position and low seat provide great stability and maneuverability.

In addition to its small carbon the Fly’s compact physical also makes it easy to in even the tightest spaces for every large SUV parking seven scooters can find a home. Roomy under-seat is large enough to accommodate such as a helmet.

The Fly also an A for its modern Italian styling, craftsmanship and advanced technology. Fly comes standard with a low-emission four-… engine, a steel frame design and a braking system. A wide of safety and stability features, as large 12-inch heels, that riders can enjoy fuel-efficient miles with confidence and control.

The Piaggio Fly 50 and Fly 150 are at authorized U.S. Piaggio and dealers for a low Manufacturer’s Suggested Price (MSRP) of $1,899 and respectively. Available colors are White, Midnight Blue and Gray. For more information on the Fly as as the complete Piaggio line of visit


A Dictionary of Modern Design . Woodham. Oxford University 2004.

Vespa S College 125
Vespa S College 125

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