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Saleem - 19MCMS047089 CB
Saleem - 19MCMS047089 CB
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©M. S. Ramaiah University of Applied Sciences
Discuss the background regarding case study “Volvo YCC (Your concept car)” – appended at
the bottom of this document.
Discuss and elaborate the needs and wants of the target segment that were defined based on
customer research
• The Volvo YCC was a concept car made by Volvo Cars presented at
the 2004 Geneva Motor Show
• Volvo assembled a design team entirely made up of women,
around October 2001
• Those who were involved during the several stages of the project
were: Maria Widell Christiansen, Eva-Lisa Andersson, Elna
Holmberg, Maria Uggla, Camilla Palmertz, Cynthia Charwick, Anna
Rosén, Lena Ekelund, and Tatiana Butovitsch Temm
• Women form an increasingly important customer group for Volvo
Cars. In the U.S., 54 per cent of all Volvo buyers are women. The
percentage of female customers in Europe is growing steadily, too.
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©M. S. Ramaiah University of Applied Sciences
• The YCC designers were happy to oblige
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©M. S. Ramaiah University of Applied Sciences ©M. S. Ramaiah University of Applied Sciences
• Being a relatively small company (U.S. sales totalled 140,000
units in 2004) with a limited budget, Volvo doesn't donate
large sums of money to women's organizations.
• In recent years, Ford, Nissan and Mazda have all used female
designers to devise women-friendly touches for cars and vans
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©M. S. Ramaiah University of Applied Sciences ©M. S. Ramaiah University of Applied Sciences
A.2. In the case study, elaborate and also schematically illustrate the
Consumer Decision Making Process (CDP) that a customer in the
target group would be typically going through in the process of
evaluation and purchase.
• Once a person had satisfied the first three stages of the needs,
that person will then seek to fulfil the esteem needs
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©M. S. Ramaiah University of Applied Sciences ©M. S. Ramaiah University of Applied Sciences
A.3. Based on the case study, propose the marketing strategy–
including communication channels, key messaging and other
communications mix elements in order to effectively engage with the
target segment.
• Advertising
• Digital leadership
• Digital commerce
• An industry-leading configurator
• An industry-leading website
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©M. S. Ramaiah University of Applied Sciences ©M. S. Ramaiah University of Applied Sciences
THANK YOU
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©M. S. Ramaiah University of Applied Sciences