Generation Golf. How to Define a Target Group for Europe's Most Popular Car

This paper shows how a programme of qualitative research helped to define a target group for Europe's most popular car, the Golf.

Generation Golf: How to Define a Target Group for Europe's Most Popular Car 

Sven H. Becker, Account Planning Director, DDB Needham Worldwide GmbH, Germany andRolf Dielenschneider, Head of Marketing Communications, Volkswagen AG, Germany.

INTRODUCTION

In November 1996, DDB Needham was asked to develop an advertising campaign for the launch of the Golf Mark 4 in October 1997. At the time sales of the Golf Mark 3, and all usual market research indicators suggested that the Golf brand was stronger than ever. The data suggested that the launch of a technically improved version of...

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