Reduce Price to Improve Revenues and Margins
CHOICE 1 OBJECTIVE: ATTRACT CUSTOMERS
CHOICE 2 SEGMENTS: PERFORMANCE PERCEPTION SEGMENT / A BRAND WITH PERFORMANCE (I.E., FUNCTION, RELIABILITY AND CONVENIENCE) AT THE LOWER END OF THE BRAND CATEGORY
CHOICE 3 COMPONENT: WAIVE FEES OR MAKE A ONE TIME OR PERIODIC PAYMENT
| No. | SIC | Year | Notes |
| 1 | 3711 | 2008 | Volkswagen AG is returning to the US minivan market, a shrinking segment dominated by players that have been building the vehicles for two decades. To compete, the German automaker is offering an incentive that it hopes will resonate with a typical minivan owner's real-life concern: paying for college. For customers who make a down payment on the new Routan minivan, Volkswagen will deposit $1,500 into an account. The money—held by Upromise Inc., a subsidiary of SLM Corp—can then be moved into a college savings fund known as a Section 529. More than 6,000 people have signed up for the offer. |
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