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2. Marketing Management CASE STUDY (20Marks) Retro models seem to be the car industry’s hot favorites. BMW came out with MINI and Volkswagen with the New Beetle. Both were cult cars in their initial run and their new avatars did not do anything less. Fiat also flirted with this trend, by launching its 1950’s Fiat 500 afresh, half a century down. Through this relaunch, Fiat wants to consolidate its recent recovery ratcheted up by its CEO, Sergio Marchioness and work towards an upmarket image.

3. This case study outlines the car industry trends and helps analyze the success of the MINI and the New Beetle. The case enables a discussion on the targeting, positioning and marketing techniques of carmakers, especially those of Fiat. It triggers discussion on how Fiat while cashing in on the retro nostalgia has to ensure young drivers are not left out. Spotlight is also on Fiat’s tradeoff between maintaining the car’s retroimage and making it thoroughly modern.

4. Answer the following question. Q1. Analyze the essential elements for the relaunch of retro models and those of the re launched MINI and the New Beetle Q2. Discuss the concept of targeting and positioning, with respect to the re+ launch of MINI and the New Beetle. Q3. Explain the concept of marketing mix. Q4. Give an overview of the case.

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