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    30 views8 pages

    Saleem - 19MCMS047089 CB

    Uploaded by

    annette

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
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    of 8

    Consumer Behaviour

    Course Code: 19MMT505A


    Course Leader: V. Nagendra
    Presented by : Shaik Saleem

    1
    ©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.

    2
    ©M. S. Ramaiah University of Applied Sciences
    • The YCC designers were happy to oblige

    • Volvo Car Corp. is in the process of patenting the YCC’s


    Ergo vision system
    • When you meet the expectations of women, you exceed
    the expectations of men

    • Volvo has no plans to put the YCC into production

    • Volvo doesn't actively recruit women salespeople or


    dealers.

    3
    ©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.

    • Volvo's biggest contributions to women

    • In recent years, Ford, Nissan and Mazda have all used female
    designers to devise women-friendly touches for cars and vans

    • "Volvos, because they are safe, did come to appeal to more


    mature drivers,"

    4
    ©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.

    • It is said that women influence 80 percent of the decision making


    of purchasing cars

    • Once a person had satisfied the first three stages of the needs,
    that person will then seek to fulfil the esteem needs

    • According to the company’s market research information,


    women prefer paying less for their automobiles

    5
    ©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.

    • In 2015, the company made the record sales as it was able to


    release more than 500,000 cars into the market.

    • The most important aspect of the brand’s promotion has been


    in its prowess in the production of efficient machines with
    world class standards of safety being put in place.

    • Volvo Cars today announces a brand new global marketing


    strategy that allows it to market and sell cars in ways never before
    seen in the global automotive industry.
    6
    ©M. S. Ramaiah University of Applied Sciences ©M. S. Ramaiah University of Applied Sciences
    • Motor shows

    • Advertising

    • Digital leadership

    • Digital commerce

    • An industry-leading configurator

    • An industry-leading website

    7
    ©M. S. Ramaiah University of Applied Sciences ©M. S. Ramaiah University of Applied Sciences
    THANK YOU 

    8
    ©M. S. Ramaiah University of Applied Sciences

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