Life Cycle of Campaign

All campaigns have a life cycle and since starting this blog, this Tiguan campaign is already on the mature stage now, although it is part of a much larger Volkswagen scheme so the brand is still creating awareness for any late majority.


The following diagram best describes the cycle process:

At the introduction stage, Tiguan begins its basic publicity although I was unaware of the product at the time so did not get to hear or see any of it but as it moved into the introduction faze, the bulk of the IMC tools came out which was seen through the advertisement(commercial), sales promotion which uses the push strategy and free test drives using the pull strategy are a major contributing factors for early adopters. 


Being that most 20-34year olds are all for following trends and the latest toys. Many consumers will be what is know as the innovators and early adopters which basically means they will be one of the first to purchase or at least very early in the release. Any late adopters will be more financially conscious and slowly to react, seek information and purchase.


Understanding the Life Cycle of a Campaign is crucial in setting an appropriate schedule for all promotional tools from start to finish.


VW has a international plan right now to be the market leader, taking over Toyota by 2018 and part of this plan is making the world become aware of all their models of car and whilst I am focusing on the Tiguan it is part of a much bigger scheme which can be seen as they have already replaced the ad with two newer models that are building the landscape and world for the take over.