Retro-Marken in der Automobilindustrie - Ein Comeback für Wartburg?

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GRIN Verlag, Nov 17, 2009 - Business & Economics - 48 pages
Bachelorarbeit aus dem Jahr 2009 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,7, Europa-Universität Viadrina Frankfurt (Oder), Veranstaltung: Internationales Management, Sprache: Deutsch, Abstract: The revival of dormant brands is an ongoing trend in the automotive industry. Brands with past background are found to bear the advantage to already have a certain level of publicity, thus providing a new customer with additional utility through evoked emotions and nostalgia. The Bachelor Thesis „Retro-Brands in the Automotive Industry – a Comeback for Wartburg?“ is dealing with the question of whether or not Opel should revive the GDR-brand Wartburg. The analysis is based upon the success factors of retro-brands and the outline of a marketing-mix for the Wartburg. Identifying the market chances and risks of the Wartburg, Opel shall be given a recommendation of further action. Wartburg has been an existing name in the automotive industry, since 1899. In the GDR the Wartburg was a car for the middle class. Opel can benefit from the existing, high degree of brand awareness of Wartburg. Furthermore Opel can reach a solid level of market coverage, an immediate area-wide distribution and to draw a distinct separation of the brand identities. The planned positioning in the low level price segment is seen as a possible market risk. This strategy is contradictory to the initial identity of the Wartburg, and is not suitable for the original retro brand concept. Additionally, the image of the Wartburg varies strongly among countries, yielding a differentiating, cost intensive promotion policy. The analysis concludes with the recommendation to Opel to refrain from the revival of the Wartburg.

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