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Strategic

market

research & Plan

Vespa Case Study

How might we increase adoption of Vespa in the U.S. market?

Market

Research

FINDING MEANING

Through analysing our research we hypothesised that Vespa customers seek three major meanings through the Vespa experience

FREEDOM

BEAUTY

SECURITY

Marketing

Strategy

My Role

  • Street intercepts

  • Primary research insight analysis

  • U.S. industry and trade overview

  • Competitive analysis

  • Marketing tactics

  • Marketing plan budget development

This project was conducted by California College of the Arts students Alida Draudt, Stephanie Knabe, Lamin Mansary, Taya Mueller & Uzair Ahmed

More Work

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