PRODUCT: The Volvo XC40 Recharge Pure Electric SUV (Sport Utility Product attributes...... RECE New advanced parking...

  

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PRODUCT: The Volvo XC40 Recharge Pure Electric SUV (Sport Utility Product attributes...... RECE New advanced parking technology (360-degree view through the use of 4 cameras). This new technology allows for confident reversing and parking in confined spaces. Starting price AU$72,990 (before on-road costs). Up to 424 km driving range before there is a need to recharge the electric battery. Best in-class navigation system. Stay in lane technology that sends a subtle vibration through the steering wheel if you unintentionally drift out of your traffic lane. Safety assistance technology to help detect and avoid other cars, pedestrians, cyclists, and large animals. Advanced body structure and a unique battery cage designed to protect car occupants in a collision Auto emergency braking (AEB) and pilot assist adaptive cruise control. TARGET MARKET: Helena and consumers just like her Socio-demographic characteristics: Helena is aged 51 years. Helena works fulltime as a financial consultant for a large bank. She has a reasonably high level of discretionary income. She lives in the city of Melbourne (Australia) with her partner, their 3 year old child and their pet dog. XXX ORK Personality trait: High need for cognition (part of our WK4 lecture) Lifestyle characteristics: Helena believes strongly in protecting the natural environment. She loves sharing her life via social media. She typically dislikes following mass trends. She likes to make up her own mind about things, especially brand purchases, after collecting all the relevant information. Aspirations: To travel Australia. Enjoy new experiences with her family. Current level of product interest: Helena's level of interest in purchasing a car in the near future is moderately high. Her existing car is getting old and she is worried it might break down. She does not want this worry and is therefore keen to purchase a new car. Benefits sought: OOOOOOO Park assist technology, safety features, nice looking vehicle that is big enough to accommodate her family. Key concern: Will I be able to park the car easily and confidently especially in tight spots? Current attitude toward the Volvo XC40 Recharge Pure Electric SUV: Helena's attitude and beliefs towards (and beliefs about) the SUV are currently neutral (i.e., neither positive nor negative). 17a) PART A:DDDDD The Volvo XC40 Recharge Pure Electric SUV is currently in Helena's inert set of car brands. Explain to the reader why this would be a concern for the Volvo marketing team. Which consideration set would the marketing team ideally want their car to be in? 17b) Part B: The Volvo marketing team is planning their next marketing campaign and want to focus on improving Helena's attitude towards the Volvo XC40 Recharge Pure Electric SUV. In your WK7 lecture (Part 2) you learned about three (3) attitude-change strategies that involve altering components of a multi-attribute model such as the attitude towards the object model: (i) change the relative evaluation of product attributes; (ii) add/emphasise an attribute; (iii) change consumer beliefs (perceptions) about a brand/product. Which of these particular strategies would you recommend the Volvo marketing team adopt/utilise in order to help Helena develop a positive attitude towards the Volvo XC40 Recharge Pure Electric SUV? As part of your answer you are expected to justify (explain) why you believe your strategy(strategies) would work for Helena and consumers just like her. You are also expected to provide a detailed description of how the You are also expected to provide a detailed description of how the marketing team could use your strategy(strategies) to develop an online YouTube advertisement. You are strongly advised to carefully read Helena's profile before selecting your strategy(strategies). 17c) PART C: In your WK11 lecture (Part 1) you learned about three (3) ways reference groups can influence consumers' decision making and product choice: (i) informational reference group influence; (ii) utilitarian reference group influence; and (iii) value-expressive group influence. You also learned about the ways in which marketers can use knowledge about these reference group influences to better tailor their marketing communications. Which particular reference group influence would you recommend the Volvo marketing team focus on when marketing the Volvo XC40 Recharge Pure Electric SUV to Helena (and consumers like her)? In your answer you are expected to justify (explain) your choice and to provide a detailed description of how the marketing team could use your selected type of reference group influence in an advertisement. PRODUCT: The Volvo XC40 Recharge Pure Electric SUV (Sport Utility Product attributes...... RECE New advanced parking technology (360-degree view through the use of 4 cameras). This new technology allows for confident reversing and parking in confined spaces. Starting price AU$72,990 (before on-road costs). Up to 424 km driving range before there is a need to recharge the electric battery. Best in-class navigation system. Stay in lane technology that sends a subtle vibration through the steering wheel if you unintentionally drift out of your traffic lane. Safety assistance technology to help detect and avoid other cars, pedestrians, cyclists, and large animals. Advanced body structure and a unique battery cage designed to protect car occupants in a collision Auto emergency braking (AEB) and pilot assist adaptive cruise control. TARGET MARKET: Helena and consumers just like her Socio-demographic characteristics: Helena is aged 51 years. Helena works fulltime as a financial consultant for a large bank. She has a reasonably high level of discretionary income. She lives in the city of Melbourne (Australia) with her partner, their 3 year old child and their pet dog. XXX ORK Personality trait: High need for cognition (part of our WK4 lecture) Lifestyle characteristics: Helena believes strongly in protecting the natural environment. She loves sharing her life via social media. She typically dislikes following mass trends. She likes to make up her own mind about things, especially brand purchases, after collecting all the relevant information. Aspirations: To travel Australia. Enjoy new experiences with her family. Current level of product interest: Helena's level of interest in purchasing a car in the near future is moderately high. Her existing car is getting old and she is worried it might break down. She does not want this worry and is therefore keen to purchase a new car. Benefits sought: OOOOOOO Park assist technology, safety features, nice looking vehicle that is big enough to accommodate her family. Key concern: Will I be able to park the car easily and confidently especially in tight spots? Current attitude toward the Volvo XC40 Recharge Pure Electric SUV: Helena's attitude and beliefs towards (and beliefs about) the SUV are currently neutral (i.e., neither positive nor negative). 17a) PART A:DDDDD The Volvo XC40 Recharge Pure Electric SUV is currently in Helena's inert set of car brands. Explain to the reader why this would be a concern for the Volvo marketing team. Which consideration set would the marketing team ideally want their car to be in? 17b) Part B: The Volvo marketing team is planning their next marketing campaign and want to focus on improving Helena's attitude towards the Volvo XC40 Recharge Pure Electric SUV. In your WK7 lecture (Part 2) you learned about three (3) attitude-change strategies that involve altering components of a multi-attribute model such as the attitude towards the object model: (i) change the relative evaluation of product attributes; (ii) add/emphasise an attribute; (iii) change consumer beliefs (perceptions) about a brand/product. Which of these particular strategies would you recommend the Volvo marketing team adopt/utilise in order to help Helena develop a positive attitude towards the Volvo XC40 Recharge Pure Electric SUV? As part of your answer you are expected to justify (explain) why you believe your strategy(strategies) would work for Helena and consumers just like her. You are also expected to provide a detailed description of how the You are also expected to provide a detailed description of how the marketing team could use your strategy(strategies) to develop an online YouTube advertisement. You are strongly advised to carefully read Helena's profile before selecting your strategy(strategies). 17c) PART C: In your WK11 lecture (Part 1) you learned about three (3) ways reference groups can influence consumers' decision making and product choice: (i) informational reference group influence; (ii) utilitarian reference group influence; and (iii) value-expressive group influence. You also learned about the ways in which marketers can use knowledge about these reference group influences to better tailor their marketing communications. Which particular reference group influence would you recommend the Volvo marketing team focus on when marketing the Volvo XC40 Recharge Pure Electric SUV to Helena (and consumers like her)? In your answer you are expected to justify (explain) your choice and to provide a detailed description of how the marketing team could use your selected type of reference group influence in an advertisement.