Vespa Boutiques

Vespa was manufactured in 1946 by Piaggio, first it served as a military machine. When it was introduced in the USA, it possessed a popular scooter image within the market. It faced problems in meeting the federal emission standards, so it was withdrew from the USA market. However, in 2000 it made a successful return into the market. Marketing actions such as sponsoring the New York Marathon, new campaigns with taglines such as, "Vespa is Back", "Vespa, the fun and only", along with innovations and a new image helped Vespa to gain a renewed image and positioning among the market. It also evolved the way they present ads making them sexier.

1. What brand image is Vespa creating?

Brand image is very important in any company; a well-built brand image strengthened a consumer's perception about the company, and it portrays the company personality and quality. Vespa is taking advantage of its past experience in the scooter market to portray expertise in what they create and to apply all these ideas on the boutiques. However, they are trying to show a fresh and innovative image; as well, it does not want to lose its Italian style and glamour. Its heritage is linked with today's modern and urban world. This image mainly targets experiencers, innovators, young people those who want to taste excitement and innovation. With the campaign ''Make your reality a dream'' Vespa is exhorting people to become living a more exciting life; to exploit the fact of possessing a Vespa- which is adventurous and stylish.

2. What outlet image is Vespa creating?

The outlets are boutiques designed to sell Vespa merchandise, espressos and pastries. All these accessories (helmets and other items) related to Vespa will help them to reinforce the brand image and create communities within Vespa' users. All these outlets will be designed base on the new image Vespa wants to portray, but also maintain the essence of the Italian glamour and class; all these accessories will be use to create a brand community or a strong linkage within customers. These outlets will help to refresh the brand image and set apart past problems.

3. Are the outlets and brand images consistent?

Vespa; as a brand, has gained respect, loyalty, and a new well-built image. Marketing efforts and the new brand image has helped Vespa to succeed into this market, gain a much better positioning and penetrates into potential customers' minds. Both Vespa's outlets and image are related to each other since they pursue the same aim which is to create a strong linkage company and customers-communities. As well, Vespa boutiques will be designed to tie to Vespa lifestyle; also they will be design under the influence of Vespa characteristics which are entertainment, pleasure freedom, etc. Both outlets and brand image are consistent and work hand by hand.

4. If Vespa were to reposition as a utilitarian, fun, "run-around machine", how would the ads change?

If they want to reposition themselves as a utilitarian product they must inform the audience or consumers about the usefulness and functional benefits that Vespa scooters possess; for example, they are very economical since they do not use a big quantity of gasoline. As well, they must exploit consumers' feelings about the brand to create a stronger affection. Therefore, after testing Vespa, marketers must be sure that they have what they offer; that is, rewards that Vespa offers when owing one. They must show the positive side of Vespa offerings. Operant conditioning is a good strategy to be used in this marketing effort; since, Vespa will reward desirable behavior (purchase) with a positive outcome that reinforce the linkage within consumers and the product.

5. If Vespa were to reposition as a utilitarian, fun, "run-around machine" would the existing distribution system be appropriate? How should it change?

It is an appropriate distribution system since its product still being a top-choice by the customers; therefore, to possess retailers or other companies (e.g. SEARS) selling their product would experience a minor change such as reduce the number of retailers.

6. What are the pros and cons of Vespa distributing through a mass merchant such as Sears or through multibrand retailers?

Pros Cons

By Sears and multi-brand retailers, they can ship overall the country scooters at a low price In cases like Sears which possesses a poor brand image consumers can relate this image with Vespa.

It is easy to find them around country Multi-brand retailers do not give the appropriate marketing image, and the competitors could gain more market share.

7. Evaluate Vespa's Website (www.vespausa.com)

A website is a world of opportunities for an enterprise, and it should content all the information necessary for the costumer in a format that caught not only current costumers but prospective clients. In our perspective Vespa's website looks catchy and its color caught your attention; moreover, there are other elements that are not sufficiently develop such as the links to follow the information, they do not have a shopping cart, customer service is weak, and the optional elements they have could be improve. Information display in the first page is not complete, and since they lack of a search engine it is difficult to find specific information. On the other hand, there are some good elements; such as, the usage of alternative media- Facebook and Twitter. It has the enforcement of Vespa community by presenting a map where users can create routes to meet with other Vespa's users.

8. Describe the decision process a typical consumer would use with respect to this product. What are the marketing implications of this?

As Vespa is a non-common product, we believe that consumer should have a high level of product involvement, but no necessary a high level of purchase involvement because for a customer the reason for buying it is more the desire than the need. A scooter is something that you do not usually need to have; you buy it because you really want it. Therefore, the type of decision process by most consumers referring to buy a Vespa scooter will be limited decision making. Why? We assume that as an iconic product, Vespa is a brand option that when consumers think in a scooter immediately relates the product with Vespa. Besides, the purchase indicates that the customer has to be loyal to the brand or at least be aware of it. So, the customer is not being involved in looking for brand options