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Volkswagen Pull Strategies

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According to the Road Traffic Accident Statistics of Hong Kong (2015), the traffic accidents are gradually increase from 2009 to 2015 (Appendix 2). Moreover, the statistics show that although each age group has increased the traffic accidents, the 45-59 years-old of age group occurring the traffic accidents is the highest. In another figure, the driving inattentively is the main reason that the drivers occur the traffic accidents (Appendix 3). So, it shows that Hong Kong drivers’ awareness of safety driving is not enough, especially the adult drivers. Depend on Hong Kong situation, the Volkswagen need to set the objective for plan the successful social media based marketing communications campaign in Hong Kong. In the campaign’s message need …show more content…

In the push strategy, as the traffic accidents are increasing every year in Hong Kong, it forecast that this phenomenon will continue. So, educating the road safety message of demand is very high and it is necessary. The Volkswagen is promoting the message to the adult drivers not only let the drivers to recognize their bad behavior, but also can increase their brand reputation as they contribute to society. In the pull strategy, based on the transtheoretical model of second stage, when adult drivers recognize their behavior is problematic, they will begin taking small steps to change their behavior. So, they will switch from low involvement to high involvement. They will need more information about the road safety and feel confidence from the brand. So, they are willing to purchase the Volkswagen’s vehicles. Also, they warned the drivers’ bad behavior. They will be well received by the public and brand awareness. Therefore, when the people purchase the vehicles, they will remember the brand and willing to purchase the Volkswagen’s vehicles. So that it can increase the consumer’s …show more content…

Besides using the Facebook social platform, the Volkswagen also uses the Pinterest social platform. As the target drivers of age group is 45-59, it should select the social platform, which they always use. According to another figure, it shows that the Pinterest is the high usage in 45-59 age group compare with other social platforms (Appendix 5). The Pinterest is mainly focused on photos sharing rather than videos sharing and apply the pin-board and pin of two elements. Pin is means the users like the photos and they can pin in the own board. So, the board is like an album and users do not need to turn the page as it automatically upload new photos. Also, they can give the comments to the photos. The Volkswagen can upload about the road safety of photos in the board and respond the audience’s comments. It not only can increase the target audience’s awareness of safety driving, but also can solve the audience’s doubts and questions in their comments. Therefore, this social network is very suitable for the 45-59 of age

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