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Automotive Marketing Nominations
At the recent ESOMAR Automotive Marketing Conference & Exhibition, the Programme Committee met in Lausanne to select the best papers presented. The Conference attracted over 170 participants from more than 30 countries. The nomination for the John and Mary Goodyear Award of Best International paper was presented.
The nomination went to the paper titled: Sense to sensuality. The repositioning of the Jetta brand in the South African market given by Carrin Merkel, Marketing Research Manager, Volkswagen South Africa, South Africa and Jeanette Deetlefs, Research Director, Centre for Proactive Marketing, South Africa.
This paper reveals the 'Holy Grail' of accurate forecasting and maximising brand positioning. The research, including the vehicle clinic, focus groups, brand image research (BVI?), forecasting model, and name testing, are described. The paper demonstrates how the knowledge gained identified which attributes would have the largest influence on the brand's perceived value in order to ultimately provide greater loyalty for Volkswagen. The innovative and candid creative approach adopted by Volkswagen South Africa is revealed, and the paper then demonstrates how the brand was successfully repositioned in the hearts and minds of the South African consumers.
This paper will be published in the ESOMAR Yearbook 'Excellence in International Research 2003'.
Members of the Programme Committee were:- Adrian Wimbush (Chairman), CEO, NOP World Automotive, UK
- Claude Le Minor, Marketing Director, Peugeot Citroën Automobiles S.A., France
- Xavier Münch, Managing Director, Taylor Nelson Sofres, France
- Birte Schomäker, Marketing & Trends Researcher, BMW Group AG, Germany
- Philip Wade (Senior Advisor), Managing Partner, HWN International Ltd., UK.
For further information, visit www.esomar.nl
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