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SUMMER PROJECT REPORT

ON

A STUDY ON CUSTOMER OPINION ON ADVERTISINGSTRATAGIES OF ATR CARS PVT LTD, VIJAYAWADA WITHREFERENCE TO VOLKSWAGEN

Submitted for partial fulfillment of requirement for the award of degreeOf

Master of Business AdministrationFor

Session 2010-2012

Supervision By SubmittedBy

MANIVANNAN.S.Kvijaykumar.uASST. PROFESSOR3511010814

MBA DEPARTMENT MBA III

SemesterN-Section

SRM SCHOOL OF MANAGEMENT

FACULTY OF ENGINEERING AND TECHNOLOGY

KATTANKULATHUR 603203

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ACKNOWLEDGMENT

I hereby admit that my summer internship project with ATR CARS PVT LTD.has been one of the most rewarding experiences that I have come across till date. I am

sure that the learning that I have had from the on-site field work and interviews and

interactions with the customers and people belonging to different professions during the

course of my summer project would definitely add value to my future endeavors.

I would like to thank my Project guide from ATR CARS PVT LTD,SMT.SAMYUKTA, Assistant Manager (Marketing) for being a constant source of

guidance and support, for clearing all my doubts and showing me the direction of

approach for the project. Without his support, the successful completion of this project

would not have been possible.

I would also like to thank all the staff of the respective company who have helped

me with valuable information regarding the automobile industry in India, especially theVijayawada region. Working with ATR CARS PVT LTD. has indeed been a memorable

experience.

Thank You,

Vijay kumar.u

(Summer Trainee, SRM)

ATR CARS PVT LTD, Vijayawada.

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PREFACE

India has the pride of having the one of the most popular automobile companyVolkswagen.

This Volkswagen company now a day in leading position company in India.

The German based company not only gained the popularity in India but all over the world

. state of art designing of models as well as technology.

In more ways than one, Volkswagen today has gained a position of strength and

credibility on the automobile map of the world. It is, for the company, the dawn of a new

perspective, no longer confined to domestic industry leadership but signifying the

emergence of a global institution with the caliber and competence that global presence

demands

I studied the customer opinion on advertising strategies of atr cars Vijayawada

with reference to Volkswagen.

.I has prepared this report in partial fulfillment of the course. It should remain

document interest only and should not be used for other purpose unless permitted by the

organization.

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Declaration

This is to certify that the summer project title A STUDY ONCUSTOMER OPINION ON ADVERTISING STRATAGIE OF ATR CARSPVTLTD, VIJAYAWADA WITH REGERENCE TO VOLKSWAGEN is anoriginal work done by me and I am solely responsible for this work.

The analysis and interpretation available data. Any recommendation for the

improvement of this report are appreciate and valued

Date: VIJAYKUMAR.U

Place: SRM UNIVERSITY

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LIST OF CONTENTS

CHAPTER 1 INTRODUCTION

NEED FOR THE STUDYOBJECTIVES

LIMITATIONS

METHODOLOGY

CHAPTER 2 INDUSTRY PROFILE

COMPANY PROFILE

CHAPTER 3 DATA ANALYSIS ANDINTERPRETATION

CHAPTER 4 FINDINGS

SUGGESTIONS

BIBLOGRAPHY

APPENDIX

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INTRODUCTION

Today the word Advertising is a very common term known to us. It figures in each ofour lives everyday. We see it on T.V in the News Papers in the magazines, on our mail onthe vehicles we hear it on radio in the stores we visit and so on. It is the part of our

daily life and every one is conscious of it. We can say that, Advertising is the business ofpeople, for the people and by the people. This has two specific meanings.

It is a Macro concept representing the entire advertising industry and is an institution.It is Micro concept standing for the specific managerial function of any organizingintending to send the information to other members of the society.

The term Advertising is derived from the latin word advertere which means Toturn to the attention (or) To announce Publicity orto give a public notice. Hence itcan be said that anything that turns the attention to an article or a service or an idea mightbe called as Advertising. It is the management that motivates the world of business. It is

the main stay of human civilization and the corner stone ofculture. It is the magic forcewhich turns a desire into demand and dream into reality by influencing the consumption,production and distribution.

It plays a vital role in pushing up the sales because it is a psychological weapon which isexploited by the business to meet the commercial ends.

It is the most economical method of communication of ideas, goods and services becauseit reaches a large number of people and hence the cost for message is low.

As far as Advertising concerned today it is a growing business which is gaining

importance day by day. The new products marketed, the expenses and the risks involvedin launching them and the cost of personal selling have placed a heavy responsibility onthe advertising.

Thus, advertising plays an important role in moving the goods from producers toconsumers by advertising the people to purchase the best out of the variety of productsoffered for selection to the common public.

Advertising has been recognized as an art because the creativity function of advertisingvery much depends upon the creativity of an individual.

The creation of the copy including its message, Theme and its layout including captionetc is an art on which the success or failure of advertising campaign depends.

Advertising has been developed as a science also, where the study of planning,organizing, directing and decision making is done.

Therefore, we can say that advertising is an art and science also.

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In a nutshell, Advertising is a mass communication process of persuading the prospects by convincing them to buy products / services with increased satisfaction to thecustomers and profits to the sponsors. Thus, it is the instrument of marketing which actsas effective multiple sales person reaching good number of people at one time effectivelyat relatively lower cost.

HISTORY

Advertising, as we know it, probably started to prosper in 1904 when John E. Kennedygave the world that definition: Advertising is Salesmanship-in-Print. A definition thathas not been bettered since and many have tried.

Modern day advertising started a few years earlier than Kennedy when Richard Searsproduced the very first mail order catalog (around 1892). This catalog containedhundreds of pages of articles for sale and each with their own sales copy. And SearsRoebuck is still going strong today, in marketing and sales.

Around this time, advertising agencies sprang up everywhere. And the people theyemployed and trained, left us with such treasures that all top marketers today display intheir resource libraries and use to their advantage.

Shortly after Kennedy arrived on the scene, Claude Hopkins came along. He leftus with a legacy we should all thank him for. He pioneered market testing,sampling, vouchers, and a whole lot more.

At the turn of the last century there were many others: Walter Dill Scott, MaxwellSackheim, Haldeman Julius, John Caples, to name just four.

Then around the middle of the century such geniuses as Elmer Wheeler, Robert Collierand other contemporaries appeared.

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ADVERTISEMENT

Advertisement is a paid form of non personal communication. Advertisingpromotes ideas, goods and services of an identified sponsors. The main purpose ofadvertisement is to create sales.

Advertisement is a message paid for by an identified sponsor and deliveredthrough some medium of mass communication.

Advertising is the non-personal communication of marketing related informationto a target audience, usually paid for by the advertiser and delivered through mass

media in order to reach the specific objectives of the sponsor.

BASIC REQUIREMENTS OF AN ADVERTISEMENT Attention Value Conviction Value Retention Value Recall Value Motivational Value Empathy Value

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NEED FOR THE STUDY

The purpose of study on effectiveness of Advertising is to reveal the awarenessabout the Volkswagen Cars.

How the advertising improves the sales promotion.

To know the impact of Volkswagen Cars regarding price, competition, consumerchoice, business cycle, value addition.

To know the how consumers are attracted through advertising. I.e. Which type ofadvertisement provides more awareness.

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OBJECTIVES

PRIMARY OBJECTIVE

To Study the effectiveness of advertising at Volkswagen.

SECONDARY OBJECTIVES

To study the awareness of the product among people

To study and analyze the market share attained by Volkswagen through

advertising. To give suggestions if required.

LIMITATIONS

The data collected from the respondents may not be accurate.

It was very difficult to get the free time of respondents

The study is primarily restricted by time period which is restricted to 8 weeks

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RESEARCH METHODOLOGY

PRIMARY DATA:

The data is collected through direct interactions, interviews discussions with the

customers.

SECONDARY DATA:

The secondary data is collected from websites, magazines and journals.

SAMPLING DETAILS

SAMPLE DESIGN:

The data is collected by using AREA SAMPLING.

SAMPLING TECHNIQUE:

The data is analyzed using

PERCENTAGE METHOD.

SAMPLE SIZE:

The sample size is restricted to 90

SCOPE OF THE STUDY

The scope of the study was to analyze effectiveness of advertising in ATR CARS

PVT LTD, Vijayawada, and study its effect in developing its sales

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INDUSTRY PROFILE

2. AUTOMOBILE INDUSTRY

2.1Automobile industry in India

The Automobile industry in India is the seventh largest in the world with an

annual production of over 2.6 million units in 2009. In 2009, India emerged as Asia's

fourth largest exporter of automobiles, behind Japan, South Korea and Thailand. By

2050, the country is expected to top the world in car volumes with approximately 611

million vehicles on the nation's roads.

demands Following economic liberalization in India in 1991, the Indian

automotive industry has demonstrated sustained growth as a result of increased

competitiveness and relaxed restrictions. Several Indian automobile manufacturers such

as Tata Motors, Maruti Suzuki and Mahindra & Mahindra, expanded their domestic andinternational operations. India's robust economic growth led to the further expansion of

its domestic automobile market which attracted significant India-specific investment by

multinational automobile manufacturers. In February 2009, monthly sales of passenger

cars in India exceeded 100,000 units.

Embryonic automotive industry emerged in India in the 1940s. Following the

independence, in 1947, the Government of India and theprivate sectorlaunched efforts to

create an automotive component manufacturing industry to supply to the automobile

industry. However, the growth was relatively slow in the 1950s and 1960s due to

nationalization and the license raj which hampered the Indian private sector. After 1970,

the automotive industry started to grow, but the growth was mainly driven by tractors,

commercial vehicles and scooters. Cars were still a major luxury. Japanese manufacturers

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http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Automotive_industryhttp://en.wikipedia.org/wiki/Asiahttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/Thailandhttp://en.wikipedia.org/wiki/Indian_Road_Networkhttp://en.wikipedia.org/wiki/Economic_liberalization_in_Indiahttp://en.wikipedia.org/w/index.php?title=Indian_automobile_manufacturers&action=edit&redlink=1http://en.wikipedia.org/wiki/Tata_Motorshttp://en.wikipedia.org/wiki/Maruti_Suzukihttp://en.wikipedia.org/wiki/Mahindra_and_Mahindrahttp://en.wikipedia.org/wiki/Economic_development_in_Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Automobile_manufacturershttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Independence_of_Indiahttp://en.wikipedia.org/wiki/Government_of_Indiahttp://en.wikipedia.org/wiki/Private_sectorhttp://en.wikipedia.org/wiki/Nationalisationhttp://en.wikipedia.org/wiki/License_rajhttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Automotive_industryhttp://en.wikipedia.org/wiki/Asiahttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/Thailandhttp://en.wikipedia.org/wiki/Indian_Road_Networkhttp://en.wikipedia.org/wiki/Economic_liberalization_in_Indiahttp://en.wikipedia.org/w/index.php?title=Indian_automobile_manufacturers&action=edit&redlink=1http://en.wikipedia.org/wiki/Tata_Motorshttp://en.wikipedia.org/wiki/Maruti_Suzukihttp://en.wikipedia.org/wiki/Mahindra_and_Mahindrahttp://en.wikipedia.org/wiki/Economic_development_in_Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Automobile_manufacturershttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Independence_of_Indiahttp://en.wikipedia.org/wiki/Government_of_Indiahttp://en.wikipedia.org/wiki/Private_sectorhttp://en.wikipedia.org/wiki/Nationalisationhttp://en.wikipedia.org/wiki/License_rajhttp://en.wikipedia.org/wiki/Japan

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entered the Indian market ultimately leading to the establishment of Maruti Udyog. A

number of foreign firms initiated joint ventures with Indian companies.

In the 1980s, a number of Japanese manufacturers launched joint-ventures for

building motorcycles and light commercial-vehicles. It was at this time that the Indiangovernment chose Suzuki for its joint-venture to manufacture small cars. Following the

economic liberalization in 1991 and the gradual weakening of the license raj, a number of

Indian and multi-national car companies launched operations. Since then, [automotive

component and automobile manufacturing growth has accelerated to meet domestic and

export.

2.2: EXPORTS

India has emerged as one of the world's largest manufacturers of small cars.

According to New York Times, India's strong engineering base and expertise in the

manufacturing of low-cost, fuel-efficient cars has resulted in the expansion of

manufacturing facilities of several automobile companies like Hyundai Motors, Nissan,

Toyota, Volkswagen and Suzuki.

In 2008, Hyundai Motors alone exported 240,000 cars made in India. Nissan

Motors plans to export 250,000 vehicles manufactured in its India plant by 2011.

Similarly, General Motors announced its plans to export about 50,000 cars manufactured

in India by 2011.

In September 2009, Ford Motors announced its plans to setup a plant in India with

an annual capacity of 250,000 cars for US$500 million. The cars will be manufactured

both for the Indian market and for export. The company said that the plant was a part of

its plan to make India the hub for its global production business. Fiat also announced thatit would source more than US$1 billion worth auto components from India.

According to Bloomberg L.P., in 2009 India surpassed China as Asia's fourth

largest exporter of cars.

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http://en.wikipedia.org/w/index.php?title=Indian_market&action=edit&redlink=1http://en.wikipedia.org/wiki/Maruti_Suzukihttp://en.wikipedia.org/w/index.php?title=Japanese_manufacturers&action=edit&redlink=1http://en.wikipedia.org/wiki/Motorcycleshttp://en.wikipedia.org/w/index.php?title=Light_commercial-vehicles&action=edit&redlink=1http://en.wikipedia.org/wiki/Suzukihttp://en.wikipedia.org/wiki/Small_carhttp://en.wikipedia.org/wiki/Liberalisationhttp://en.wikipedia.org/w/index.php?title=Multi-national_car_companies&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=World%27s_largest_manufacturers_of_small_cars&action=edit&redlink=1http://en.wikipedia.org/wiki/New_York_Timeshttp://en.wikipedia.org/wiki/Hyundai_Motorshttp://en.wikipedia.org/wiki/Nissanhttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Volkswagenhttp://en.wikipedia.org/wiki/Suzukihttp://en.wikipedia.org/wiki/Hyundai_Motorshttp://en.wikipedia.org/wiki/Nissan_Motorshttp://en.wikipedia.org/wiki/Nissan_Motorshttp://en.wikipedia.org/wiki/General_Motorshttp://en.wikipedia.org/wiki/Ford_Motorshttp://en.wikipedia.org/wiki/Fiathttp://en.wikipedia.org/wiki/Bloomberg_L.P.http://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Asiahttp://en.wikipedia.org/w/index.php?title=Indian_market&action=edit&redlink=1http://en.wikipedia.org/wiki/Maruti_Suzukihttp://en.wikipedia.org/w/index.php?title=Japanese_manufacturers&action=edit&redlink=1http://en.wikipedia.org/wiki/Motorcycleshttp://en.wikipedia.org/w/index.php?title=Light_commercial-vehicles&action=edit&redlink=1http://en.wikipedia.org/wiki/Suzukihttp://en.wikipedia.org/wiki/Small_carhttp://en.wikipedia.org/wiki/Liberalisationhttp://en.wikipedia.org/w/index.php?title=Multi-national_car_companies&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=World%27s_largest_manufacturers_of_small_cars&action=edit&redlink=1http://en.wikipedia.org/wiki/New_York_Timeshttp://en.wikipedia.org/wiki/Hyundai_Motorshttp://en.wikipedia.org/wiki/Nissanhttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Volkswagenhttp://en.wikipedia.org/wiki/Suzukihttp://en.wikipedia.org/wiki/Hyundai_Motorshttp://en.wikipedia.org/wiki/Nissan_Motorshttp://en.wikipedia.org/wiki/Nissan_Motorshttp://en.wikipedia.org/wiki/General_Motorshttp://en.wikipedia.org/wiki/Ford_Motorshttp://en.wikipedia.org/wiki/Fiathttp://en.wikipedia.org/wiki/Bloomberg_L.P.http://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Asia

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2.3: Rank wise Largest Automobile Manufacturers in India by Sales

1. Maruti Suzuki

2. Hyundai

3. Tata Motors4. Mahindra

5. GM Chevrolet

6. Honda

7. HSD

8. Ford

9. Fiat Motors

10. Skoda

2.4: LOCAL BRANDS

Chinkara: Beachster, Hammer, Roadster 1.8S,Rockster, Jeepster.

Hindustan: Ambassador.

ICML: Rhino Rx

Mahindra: Major, Xylo, Scorpio, Bolero.

Mahindra Renault: Logan. Maruti Suzuki: 800, Alto, WagonR, Estilo, A-star, Ritz, Swift, Swift DZire,

SX4, Omni, Versa, Eeco, Gypsy, Grand Vitara.

Premier: Sigma, RiO.

San: Storm.

Tata: Nano, Indica, Indica Vista, Indigo, Indigo Manza, Indigo CS, Sumo, Safari,

Xenon, Aria.

2.5: FOREIGN BRANDS

2.5.1: Locally manufactured Automobiles of Foreign Brands

Audi: A4, A6.

BMW: 3 Series, 5 Series.

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http://en.wikipedia.org/wiki/Maruti_Suzukihttp://en.wikipedia.org/wiki/Hyundai_Motor_India_Limitedhttp://en.wikipedia.org/wiki/Tata_Motorshttp://en.wikipedia.org/wiki/Mahindra_%26_Mahindrahttp://en.wikipedia.org/wiki/General_Motorshttp://en.wikipedia.org/wiki/Chevrolethttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/HSDhttp://en.wikipedia.org/wiki/Fordhttp://en.wikipedia.org/wiki/Fiat_Automobileshttp://en.wikipedia.org/wiki/%C5%A0koda_Autohttp://en.wikipedia.org/wiki/Chinkara_Motorshttp://en.wikipedia.org/wiki/Chinkara_Motors#Roadster_1.8Shttp://en.wikipedia.org/w/index.php?title=Rockster&action=edit&redlink=1http://en.wikipedia.org/wiki/Chinkara_Motors#Jeepsterhttp://en.wikipedia.org/wiki/Hindustan_Motorshttp://en.wikipedia.org/wiki/Hindustan_Ambassadorhttp://en.wikipedia.org/w/index.php?title=International_Cars_%26_Motor_Limited&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=ICML_Rhino_Rx&action=edit&redlink=1http://en.wikipedia.org/wiki/Mahindra_%26_Mahindra_Limitedhttp://en.wikipedia.org/wiki/Mahindra_Majorhttp://en.wikipedia.org/wiki/Mahindra_Xylohttp://en.wikipedia.org/wiki/Mahindra_Scorpiohttp://en.wikipedia.org/w/index.php?title=Mahindra_Bolero&action=edit&redlink=1http://en.wikipedia.org/wiki/Mahindra_Renault_Limitedhttp://en.wikipedia.org/wiki/Renault_Loganhttp://en.wikipedia.org/wiki/Maruti_Suzukihttp://en.wikipedia.org/wiki/Maruti_800http://en.wikipedia.org/wiki/Maruti_Altohttp://en.wikipedia.org/wiki/Maruti_WagonRhttp://en.wikipedia.org/wiki/Suzuki_MR_Wagonhttp://en.wikipedia.org/wiki/Suzuki_Altohttp://en.wikipedia.org/wiki/Maruti_Ritzhttp://en.wikipedia.org/wiki/Suzuki_Swifthttp://en.wikipedia.org/wiki/Maruti_Swift_Dzirehttp://en.wikipedia.org/wiki/Suzuki_SX4http://en.wikipedia.org/wiki/Maruti_Omnihttp://en.wikipedia.org/wiki/Maruti_Versahttp://en.wikipedia.org/wiki/Maruti_Eecohttp://en.wikipedia.org/wiki/Maruti_Gypsyhttp://en.wikipedia.org/wiki/Grand_Vitarahttp://en.wikipedia.org/wiki/Premier_Automobiles_Limitedhttp://en.wikipedia.org/wiki/Premier_Automobiles_Limitedhttp://en.wikipedia.org/wiki/Premier_Automobiles_Limitedhttp://en.wikipedia.org/wiki/San_Stormhttp://en.wikipedia.org/wiki/San_Stormhttp://en.wikipedia.org/wiki/Tata_Motorshttp://en.wikipedia.org/wiki/Tata_Nanohttp://en.wikipedia.org/wiki/Tata_Indicahttp://en.wikipedia.org/wiki/Tata_Indicahttp://en.wikipedia.org/wiki/Tata_Indigohttp://en.wikipedia.org/wiki/Tata_Indigohttp://en.wikipedia.org/wiki/Tata_Indigohttp://en.wikipedia.org/wiki/Tata_Sumohttp://en.wikipedia.org/wiki/Tata_Safarihttp://en.wikipedia.org/wiki/Tata_TLhttp://en.wikipedia.org/wiki/Tata_Ariahttp://en.wikipedia.org/wiki/Audihttp://en.wikipedia.org/wiki/Audi_A4http://en.wikipedia.org/wiki/Audi_A6http://en.wikipedia.org/wiki/BMWhttp://en.wikipedia.org/wiki/BMW_3_Serieshttp://en.wikipedia.org/wiki/BMW_5_Serieshttp://en.wikipedia.org/wiki/Maruti_Suzukihttp://en.wikipedia.org/wiki/Hyundai_Motor_India_Limitedhttp://en.wikipedia.org/wiki/Tata_Motorshttp://en.wikipedia.org/wiki/Mahindra_%26_Mahindrahttp://en.wikipedia.org/wiki/General_Motorshttp://en.wikipedia.org/wiki/Chevrolethttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/HSDhttp://en.wikipedia.org/wiki/Fordhttp://en.wikipedia.org/wiki/Fiat_Automobileshttp://en.wikipedia.org/wiki/%C5%A0koda_Autohttp://en.wikipedia.org/wiki/Chinkara_Motorshttp://en.wikipedia.org/wiki/Chinkara_Motors#Roadster_1.8Shttp://en.wikipedia.org/w/index.php?title=Rockster&action=edit&redlink=1http://en.wikipedia.org/wiki/Chinkara_Motors#Jeepsterhttp://en.wikipedia.org/wiki/Hindustan_Motorshttp://en.wikipedia.org/wiki/Hindustan_Ambassadorhttp://en.wikipedia.org/w/index.php?title=International_Cars_%26_Motor_Limited&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=ICML_Rhino_Rx&action=edit&redlink=1http://en.wikipedia.org/wiki/Mahindra_%26_Mahindra_Limitedhttp://en.wikipedia.org/wiki/Mahindra_Majorhttp://en.wikipedia.org/wiki/Mahindra_Xylohttp://en.wikipedia.org/wiki/Mahindra_Scorpiohttp://en.wikipedia.org/w/index.php?title=Mahindra_Bolero&action=edit&redlink=1http://en.wikipedia.org/wiki/Mahindra_Renault_Limitedhttp://en.wikipedia.org/wiki/Renault_Loganhttp://en.wikipedia.org/wiki/Maruti_Suzukihttp://en.wikipedia.org/wiki/Maruti_800http://en.wikipedia.org/wiki/Maruti_Altohttp://en.wikipedia.org/wiki/Maruti_WagonRhttp://en.wikipedia.org/wiki/Suzuki_MR_Wagonhttp://en.wikipedia.org/wiki/Suzuki_Altohttp://en.wikipedia.org/wiki/Maruti_Ritzhttp://en.wikipedia.org/wiki/Suzuki_Swifthttp://en.wikipedia.org/wiki/Maruti_Swift_Dzirehttp://en.wikipedia.org/wiki/Suzuki_SX4http://en.wikipedia.org/wiki/Maruti_Omnihttp://en.wikipedia.org/wiki/Maruti_Versahttp://en.wikipedia.org/wiki/Maruti_Eecohttp://en.wikipedia.org/wiki/Maruti_Gypsyhttp://en.wikipedia.org/wiki/Grand_Vitarahttp://en.wikipedia.org/wiki/Premier_Automobiles_Limitedhttp://en.wikipedia.org/wiki/Premier_Automobiles_Limitedhttp://en.wikipedia.org/wiki/Premier_Automobiles_Limitedhttp://en.wikipedia.org/wiki/San_Stormhttp://en.wikipedia.org/wiki/San_Stormhttp://en.wikipedia.org/wiki/Tata_Motorshttp://en.wikipedia.org/wiki/Tata_Nanohttp://en.wikipedia.org/wiki/Tata_Indicahttp://en.wikipedia.org/wiki/Tata_Indicahttp://en.wikipedia.org/wiki/Tata_Indigohttp://en.wikipedia.org/wiki/Tata_Indigohttp://en.wikipedia.org/wiki/Tata_Indigohttp://en.wikipedia.org/wiki/Tata_Sumohttp://en.wikipedia.org/wiki/Tata_Safarihttp://en.wikipedia.org/wiki/Tata_TLhttp://en.wikipedia.org/wiki/Tata_Ariahttp://en.wikipedia.org/wiki/Audihttp://en.wikipedia.org/wiki/Audi_A4http://en.wikipedia.org/wiki/Audi_A6http://en.wikipedia.org/wiki/BMWhttp://en.wikipedia.org/wiki/BMW_3_Serieshttp://en.wikipedia.org/wiki/BMW_5_Series

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Chevrolet: Spark, Beat, Aveo U-VA, Aveo, Optra, Cruze, Tavera.

Fiat: Grande Punto, Linea, Palio Stile.

Ford: Ford Figo, Ikon, Fiesta, Endeavour.

Honda: Jazz, City, Civic, Accord.

Hyundai: Santro, i10, i20, Accent, Verna Transform, Sonata Transform.

Mercedes-Benz: C-Class, E-Class.

Mitsubishi: Lancer, Lancer Cedia, Pajero.

Nissan: Micra.

koda6/3/2011: Fabia, Octavia, Laura,Superb.

Toyota: Corolla, Innova, Camry.

Volkswagen: Polo, Jetta,Passat.

2.5.2: Automobiles sold in India as CBU (Completely Built Units)

Audi: A8, TT, R8, Q5, Q7.

Bentley: Arnage, Azure, Brooklands, Continental GT, Continental Flying Spur,

Mulsanne.

BMW: 6 Series, 7 Series, X3, X5, X6, M3, M5, M6 and Z4.

Chevrolet: Captiva.

Fiat:Nuova 500, Bravo.

Honda: Civic Hybrid, CR-V.

Jaguar: XF, XJ, XK.

Lamborghini: Gallardo, Murcilago.

Land Rover: Range Rover, Range Rover Sport, Discovery 4,Freelander 2.

Maybach: 57 and 62.

Mercedes-Benz: CL-Class, CLS-Class, S-Class, SL-Class, SLK-Class, M-Class,

Viano, SLS AMG. Mitsubishi: Montero, Outlander.

Nissan: Teana, X-Trail, 370Z.

Porsche: 911, Boxster, Panamera, Cayman, Cayenne, Cayenne Hybrid

Rolls Royce: Ghost,Phantom, Phantom Coup, Phantom Drophead Coup.

koda: Superb.

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anamerahttp://en.wikipedia.org/wiki/Porsche_Caymanhttp://en.wikipedia.org/wiki/Porsche_Cayennehttp://en.wikipedia.org/wiki/Porschehttp://en.wikipedia.org/wiki/Rolls-Royce_(car)http://en.wikipedia.org/wiki/Rolls-Royce_Ghosthttp://en.wikipedia.org/wiki/Rolls_Royce_Phantomhttp://en.wikipedia.org/wiki/Rolls-Royce_Phantom_Coup%C3%A9http://en.wikipedia.org/wiki/Rolls-Royce_Phantom_Drophead_Coup%C3%A9http://en.wikipedia.org/wiki/%C5%A0koda_Autohttp://en.wikipedia.org/wiki/%C5%A0koda_Superbhttp://en.wikipedia.org/wiki/Chevrolethttp://en.wikipedia.org/wiki/Daewoo_Matizhttp://en.wikipedia.org/wiki/Chevrolet_Beathttp://en.wikipedia.org/wiki/Daewoo_Kaloshttp://en.wikipedia.org/wiki/Daewoo_Kaloshttp://en.wikipedia.org/wiki/Daewoo_Lacettihttp://en.wikipedia.org/wiki/Chevrolet_Cruzehttp://en.wikipedia.org/wiki/Chevrolet_Taverahttp://en.wikipedia.org/wiki/Fiathttp://en.wikipedia.org/wiki/Fiat_Grande_Puntohttp://en.wikipedia.org/wiki/Fiat_Lineahttp://en.wikipedia.org/wiki/Fiat_Paliohttp://en.wikipedia.org/wiki/Fordhttp://en.wikipedia.org/wiki/Ford_Figohttp://en.wikipedia.org/wiki/Ford_Ikonhttp://en.wikipedia.org/wiki/Ford_Fiestahttp://en.wikipedia.org/wiki/Ford_Everesthttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/Honda_Jazzhttp://en.wikipedia.org/wiki/Honda_Cityhttp://en.wikipedia.org/wiki/Honda_Civichttp://en.wikipedia.org/wiki/Honda_Accordhttp://en.wikipedia.org/wiki/Hyundai_Motor_Companyhttp://en.wikipedia.org/wiki/Hyundai_Santrohttp://en.wikipedia.org/wiki/Hyundai_i10http://en.wikipedia.org/wiki/Hyundai_i20http://en.wikipedia.org/wiki/Hyundai_Accent#Second_generation_.282000-2005_for_sedan.2C_2000-2006_for_hatchback.29http://en.wikipedia.org/wiki/Hyundai_Vernahttp://en.wikipedia.org/wiki/Hyundai_Sonatahttp://en.wikipedia.org/wiki/Mercedes-Benzhttp://en.wikipedia.org/wiki/Mercedes-Benz_C-Classhttp://en.wikipedia.org/wiki/Mercedes-Benz_E-Classhttp://en.wikipedia.org/wiki/Mitsubishi_Motorshttp://en.wikipedia.org/wiki/Mitsubishi_Lancerhttp://en.wikipedia.org/wiki/Mitsubishi_Lancerhttp://en.wikipedia.org/wiki/Mitsubishi_Pajerohttp://en.wikipedia.org/wiki/Nissanhttp://en.wikipedia.org/wiki/Nissan_Micrahttp://en.wikipedia.org/wiki/%C5%A0koda_Autohttp://en.wikipedia.org/wiki/%C5%A0koda_Fabiahttp://en.wikipedia.org/wiki/%C5%A0koda_Octaviahttp://en.wikipedia.org/wiki/%C5%A0koda_Laurahttp://en.wikipedia.org/wiki/%C5%A0koda_Superbhttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Toyota_Corollahttp://en.wikipedia.org/wiki/Toyota_Innovahttp://en.wikipedia.org/wiki/Toyota_Camryhttp://en.wikipedia.org/wiki/Volkswagenhttp://en.wikipedia.org/wiki/Volkswagen_Polohttp://en.wikipedia.org/wiki/Volkswagen_Jettahttp://en.wikipedia.org/wiki/Volkswagen_Passathttp://en.wikipedia.org/wiki/Audihttp://en.wikipedia.org/wiki/Audi_A8http://en.wikipedia.org/wiki/Audi_TThttp://en.wikipedia.org/wiki/Audi_R8_(road_car)http://en.wikipedia.org/wiki/Audi_Q5http://en.wikipedia.org/wiki/Audi_Q7http://en.wikipedia.org/wiki/Bentleyhttp://en.wikipedia.org/wiki/Bentley_Arnagehttp://en.wikipedia.org/wiki/Bentley_Azurehttp://en.wikipedia.org/wiki/Bentley_Brooklandshttp://en.wikipedia.org/wiki/Bentley_Continental_GThttp://en.wikipedia.org/wiki/Bentley_Continental_Flying_Spurhttp://en.wikipedia.org/wiki/Bentley_Mulsannehttp://en.wikipedia.org/wiki/BMWhttp://en.wikipedia.org/wiki/BMW_6_Serieshttp://en.wikipedia.org/wiki/BMW_7_Serieshttp://en.wikipedia.org/wiki/BMW_X3http://en.wikipedia.org/wiki/BMW_X5http://en.wikipedia.org/wiki/BMW_X6http://en.wikipedia.org/wiki/BMW_M3http://en.wikipedia.org/wiki/BMW_M5http://en.wikipedia.org/wiki/BMW_M6http://en.wikipedia.org/wiki/BMW_Z4http://en.wikipedia.org/wiki/Chevrolethttp://en.wikipedia.org/wiki/Daewoo_Winstormhttp://en.wikipedia.org/wiki/Fiat_Automobileshttp://en.wikipedia.org/wiki/Fiat_Nuova_500http://en.wikipedia.org/wiki/Fiat_Bravohttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/Honda_Civic_Hybridhttp://en.wikipedia.org/wiki/Honda_CR-Vhttp://en.wikipedia.org/wiki/Jaguar_Carshttp://en.wikipedia.org/wiki/Jaguar_XFhttp://en.wikipedia.org/wiki/Jaguar_XJhttp://en.wikipedia.org/wiki/Jaguar_XKhttp://en.wikipedia.org/wiki/Lamborghinihttp://en.wikipedia.org/wiki/Lamborghini_Gallardohttp://en.wikipedia.org/wiki/Lamborghini_Murci%C3%A9lagohttp://en.wikipedia.org/wiki/Land_Roverhttp://en.wikipedia.org/wiki/Range_Roverhttp://en.wikipedia.org/wiki/Range_Rover_Sporthttp://en.wikipedia.org/wiki/Land_Rover_Discoveryhttp://en.wikipedia.org/wiki/Land_Rover_Freelanderhttp://en.wikipedia.org/wiki/Maybachhttp://en.wikipedia.org/wiki/Maybach_57_and_62http://en.wikipedia.org/wiki/Mercedes-Benzhttp://en.wikipedia.org/wiki/Mercedes-Benz_CL-Classhttp://en.wikipedia.org/wiki/Mercedes-Benz_CLS-Classhttp://en.wikipedia.org/wiki/Mercedes-Benz_S-Classhttp://en.wikipedia.org/wiki/Mercedes-Benz_SL-Classhttp://en.wikipedia.org/wiki/Mercedes-Benz_SLK-Classhttp://en.wikipedia.org/wiki/Mercedes-Benz_M-Classhttp://en.wikipedia.org/wiki/Mercedes-Benz_Vianohttp://en.wikipedia.org/w/index.php?title=Mercedes-benz_SLS_AMG&action=edit&redlink=1http://en.wikipedia.org/wiki/Mitsubishi_Motorshttp://en.wikipedia.org/wiki/Mitsubishi_Monterohttp://en.wikipedia.org/wiki/Mitsubishi_Outlanderhttp://en.wikipedia.org/wiki/Nissan_Motorshttp://en.wikipedia.org/wiki/Nissan_Teanahttp://en.wikipedia.org/wiki/Nissan_X-Trailhttp://en.wikipedia.org/wiki/Nissan_370Zhttp://en.wikipedia.org/wiki/Porschehttp://en.wikipedia.org/wiki/Porsche_911http://en.wikipedia.org/wiki/Porsche_Boxsterhttp://en.wikipedia.org/wiki/Porsche_Panamerahttp://en.wikipedia.org/wiki/Porsche_Caymanhttp://en.wikipedia.org/wiki/Porsche_Cayennehttp://en.wikipedia.org/wiki/Porschehttp://en.wikipedia.org/wiki/Rolls-Royce_(car)http://en.wikipedia.org/wiki/Rolls-Royce_Ghosthttp://en.wikipedia.org/wiki/Rolls_Royce_Phantomhttp://en.wikipedia.org/wiki/Rolls-Royce_Phantom_Coup%C3%A9http://en.wikipedia.org/wiki/Rolls-Royce_Phantom_Drophead_Coup%C3%A9http://en.wikipedia.org/wiki/%C5%A0koda_Autohttp://en.wikipedia.org/wiki/%C5%A0koda_Superb

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Suzuki: Grand Vitara.

Toyota: Land Cruiser, Land Cruiser Prado, Fortuner*, Prius.

Volkswagen: Beetle, Touareg, Phaeton.

Volvo: S60, S80, XC90.

2.6: COMMRECIAL VEHICLE MANUFACTURES IN INDIA

2.6.1: Local Brands

Ashok Leyland

Force

Mahindra Navistar

Premier Tata

2.6.2: Foreign Brands

Volvo

Audi

BMW

Mercedes-Benz

2.6.3: Electric car manufacturers in India

Ajanta Group

Mahindra

Hero Electric

REVA

Tata International Tata

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COMPANY PROFILE

3.1: VOLKSWAGEN:

Volkswagen (abbreviated VW) is an automobile manufacturer based in

Wolfsburg, Lower Saxony, Germany. Volkswagen was originally founded in 1937 by the

German Labour Front (Deutsche Arbeitsfront). Volkswagen is the original marque

within the Volkswagen Group, which includes the car marques Audi, Bentley Motors,

Bugatti Automobiles, Automobili Lamborghini, SEAT, koda Auto and heavy goodsvehicle manufacturer Scania. In 2009, the Supervisory Board of Volkswagen AG

endorsed the creation of an integrated automotive group with Porsche under the

leadership of Volkswagen.

Volkswagen means "people's car" in German, in which it is pronounced [folks

vagen]. Its current tagline or slogan isDas Auto(in English The Car). Its previous

German tagline wasAus Liebe zum Automobil, which translates to: Out of Love for the

Car, or, For Love of the Automobile, as translated by VW in other languages.

3.2: HISTORY

In the early 1930s German auto industry was still largely composed of luxury

models, and the average German rarely could afford something more than a motorcycle.

Seeking a potential new market, some car makers began independent "peoples' car"

projects - Mercedes' 170H, Adler's AutoBahn, Steyr 55, Hanomag 1,3L, among others.

The trend was not new, as Bla Barnyi is credited with having conceived the basicdesign in the middle 1920's. Josef Ganz developed the Standard Superior (going as far as

advertising it as the "German Volkswagen").Also, in Czechoslovakia, the Hans

Ledwinka's penned Tatra T77, a very popular car amongst the German elite, was

becoming smaller and more affordable at each revision. In 1933, with many of the above

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projects still in development or early stages of production, Adolf Hitler declared his

intentions for a state-sponsored "Volkswagen" program. Hitler required a basic vehicle

capable of transporting two adults and three children at 100 km/h (62 mph). The

"People's Car" would be available to citizens of the Third Reich through a savings

scheme at 990 Reich mark, about the price of a small motorcycle (an average income

being around 32RM a week).

Despite heavy lobbying in favor of one of the existing projects, Hitler chose to

sponsor an all new, state owned factory. The engineer chosen for the task was Ferdinand

Porsche. By then an already famed engineer, Porsche was the designerof the Mercedes

170H, and worked at Steyr for quite some time in the late 1920s. When he opened his

own design studio he landed two separate "Auto fr Jedermann" (car for everybody)projects with NSU and Zndapp, both motorcycle manufacturers. Neither project come to

fruition, stalling at prototype phase, but the basic concept remained in Porsche's mind

time enough, so on 22 June 1934, Dr. Ferdinand Porsche agreed to create the "People's

Car" for Hitler. Changes included better fuel efficiency, reliability, ease of use, and

economically efficient repairs and parts. The intention was that ordinary Europeans

would buy the car by means of a savings scheme ("Fnf Mark die Woche musst Du

sparen, willst Du im eigenen Wagen fahren" "Five Marks a week you must save, If to

drive your own car you crave"), which around 336,000 people eventually paid into.

Volkswagen honored its savings agreements in West Germany (but not in East Germany)

after World War II.Prototypes of the car called the "KdF-Wagen" (German:Kraft durch

Freude "strength through joy"), appeared from 1936 onwards (the first cars had been

produced in Stuttgart). The car already had its distinctive round shape and air-cooled,

flat-four, rear-mounted engine. The VW car was just one of many KdF programs which

included things such as tours and outings. The prefix Volks("People's") was not just

applied to cars, but also to other products in Europe; the "Volksempfnger" radio receiverfor instance. On 28 May 1937, the Gesellschaft zur Vorbereitung des Deutschen

Volkswagens mbH(sometimes abbreviated to Gezuvo) was established by theDeutsche

Arbeitsfront. It was later renamed "Volkswagenwerk GmbH" on 16 September 1938.

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Erwin Komenda, the longstanding Auto Union chief designer, developed the car

body of the prototype, which was recognizably the Beetle known today. It was one of the

first to be evolved with the aid of a wind tunnel, in use in Germany since the early 1920s.

The building of the new factory started 26 May 1938 in the new town of KdF-Stadt, now called Wolfsburg, which had been purpose-built for the factory workers. This

factory had only produced a handful of cars by the time war started in 1939. None was

actually delivered to any holder of the completed saving stamp books, though one Type 1

Cabriolet was presented to Hitler on 20 April 1938 (his 49th birthday).

War meant production changed to military vehicles, the Type 82Kbelwagen

("Bucket car") utility vehicle (VW's most common wartime model), and the amphibious

Schwimmwagenwhich were used to equip the Germanforces..

3.3: GLOBAL RANKING

Volkswagen officially ranks as the worlds 3rd largest manufacturer as measured

by OICA in 2008C:\Users\kumar swwamy\Desktop\Volkswagen\Volkswagen.htm -

cite_note-20. In 2009, it was widely reported that the Volkswagen Group had bypassed

General Motors as the world's second largest auto maker. However, this was not the case.

According to data published by all three companies, Toyota Group did lead in 2009 with

7.23 million units. General Motors ended the year in place 2 with 6.503 million units.

Volkswagen was third with 6.29 million units delivered to customers. Official OICA

numbers for the preceding year are published in summer of the following year. In the first

quarter of 2010, according to data provided by all three manufacturers, this trend

continued; Volkswagen taking third place with 1.73 million units

deliveredC:\Users\kumar swwamy\Desktop\Volkswagen\Volkswagen.htm -

cite_note-27. GM Group is in 2nd place with 1.99 million units sold]

. Toyota Groupranks number one with 2.31 million units sold. Volkswagen is aiming to become,

sustainably, the world's largest car maker by 2018.

3.4: A BRIEF JOURNEY THROUGH LONG HISTORY

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When in 1937 the company known as "Gesellschaft zur Vorbereitung des

Deutschen Volkswagens mbH" was founded, no one could have guessed that it

would one day be Europe's largest carmaker. The history of the company - with all

its trials and tribulations - is first and foremost a story of impressive success.

1937-1945

On May 28th, 1937 the "Gesellschaft zur Vorbereitung des

Deutschen Volkswagens mbH" company is founded, and on

September 16th, 1938 it is renamed "Volkswagenwerk

GmbH". In early 1938, in what is today Wolfsburg, work

begins on construction of the Volkswagenwerk plant which is

to house production of the new vehicle designed by

Ferdinand Porsche.

During the Second World War Volkswagenwerk's production

is switched to armaments. Some 20,000 forced labourers,

prisoners of war, and later also concentration camp prisoners,

work at the plant.

In September 1998, in recognition of the events of that time,

VOLKSWAGEN AG established a humanitarian fund on

behalf of the forced labourers compelled to work at

Volkswagen during the Second World War. By the end of

2001 more than 2,050 people in 26 countries had received

humanitarian aid from the fund. Furthermore, a Memorial in

remembrance of the forced labour employed at theVolkswagenwerk plant is currently being established at

Wolfsburg, involving contributions from present-day

Volkswagen apprentices.

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1945-1949

After the end of the Second World War, in mid June 1945,

responsibility for Volkswagenwerk is placed in the hands of

the British Military Government. Under the management ofMajor Ivan Hirst, mass production of the Volkswagen Beetle

is started.

1949-1960

On March 8th, 1950 the Type 2 goes into production,

expanding the company's product range. The Volkswagen

Bus, still today known to many as the "VW Bully", soon

creates rising demand thanks to its multifunctional

capabilities. In 1956 a separate manufacturing base for the

Transporter is established in Hanover, at the same time

setting down the roots of today's Volkswagen Commercial

Vehicles brand.

1960-1980

On February 17th, 1972 Volkswagen breaks the world car

production record: with 15,007,034 units assembled, the

Beetle surpasses the legendary mark achieved by the Ford

Motor Company's Model T, popularly known as the "Tin

Lizzy", between 1908 and 1927.

In 1973 the Passat is the first model of the new generation of

Volkswagen vehicles to go into production - with front-wheeldrive, a water-cooled four-cylinder engine and a range of

engines up to 110 bhp. The Passat is built in line with the

modular strategy, by which standardized components usable

in a range of different models provide significant

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rationalization.

In January 1974 the first Golf is built at the Wolfsburg plant.

The compact saloon quickly becomes a hit, and advances to

become the legitimate heir to the legendary Beetle. The same

year also sees the launch of the sporty Scirocco, which was to

continue in production until 1981.

In 1976 the first Golf GTI rolls off the production line. The

car, with its110 bhp engine, creates a real furore on the roads

- and lays the foundations for the birth of a legend.

1980-1990

In June 1983 production of the second-generation Golf

begins. The car is designed for a largely automated assembly

process, and in the specially erected final assembly hall,

designated Hall 54, robots are deployed for the first time in

vehicle manufacture.

1990-2000

With the production launch of the Lupo 3L TDI, the first

production car to offer fuel consumption of just three litres

per 100 kilometers, in July 1999, Volkswagen once again

makes automotive history.

2000-2003

In August 2002, at Volkswagen Slovakia, a.s. in Bratislava,

mass production of the Touareg, a luxury-class off-road

vehicle, is started, marking the Volkswagen brand's move

into an entirely new market segment.

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In December 2002 the "Auto 5000 GmbH" company,

operating a plant at the Group's site in Wolfsburg, starts

production of the Touran compact van. A special collective

pay model has been developed, aimed at implementing lean

production and involving flat hierarchies, team working,

flexible working hours and the deployment of more process

expertise.

In 2003 production of the fifth-generation Golf is started,

embodying a new dynamism in its design and engineering.

3.5VOLKSWAGEN PRODUCTS IN INDIA

3.5.1: Volkswagen Polo

Europen car manufacturer Volkswagen is planning to launch its popular

hatchback car Volkswagen Polo in India by March

2010. Renowned for luxury cars across the globe,Volkswagen Motors is eying the most competitive

hatchback car market in India. The car is expected

to cost between Rs.4-7lakhs..

Volkswagen Motors is all set to drive into the hatchback car segment in India with

its popular hatchback Volkswagen Polo. The company has plans to launch the stylish

Polo in India at the end of March 2010. The car will be available in seven variants

including three petrol, three diesels and a sports version. The glimpse of Volkswagen

Polo at auto expo 2010 showcased the stylish looks, performance and advanced features

which are available at low price tag in Volkswagen Polo.

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Company Segment Maximum Power

Volkswagen (VW)India

Hatchback70PS @ 5400rpm (petrol), 80PS @4000rpm (diesel)

Striking Features

Stylish Exteriors

Advanced Safety Features

Spacious interiors

Low Price Tag

Appearance

Volkswagen Polo is a stylish hatchback featuring an aggressive front grille with stylish

headlamps and body colored bumpers making the front appearance very stylish and

aggressive. Body colored door handles and body colored rear view mirrors provide

stylish side profile to Volkswagen Polo. Body colored bumpers, bumpers strips, roof

rails, silver colored, black side bump strips, chrome-plated internal door handles, body

colored door mirrors, chrome front radiator grille, full size wheel trims etc enhance the

appearance of this smart hatchback.

Comfort

Loaded with advanced integrated music system with Aux in support, FM, and with four

integrated speakers offering best in class entertainment during journey, Volkswagen Polo

provides world class comforts. Volkswagen Polo will be packed with powerful climate

control dual air conditioning system with HVAC providing immense driving comforts.Dual tone dashboard packed with advanced instrument cluster adds to the styling comfort

of the car.

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3.5.1.2: Variants and Their Price

Model Variants Price

Volkswagen Polo Diesel Comfort line 1.2L 5,81,800

Volkswagen Polo Diesel Highline 1.2L 6,70,000

Volkswagen Polo Diesel Trend line 1.2L 5,32,000

Volkswagen Polo Petrol Comfort line 1.2L 4,83,800

Volkswagen Polo Petrol Highline 1.2L 5,72,000

Volkswagen Polo Petrol Highline 1.6L 7,00,000

Volkswagen Polo Petrol Trend line 1.2L 4,34,000

3.5.1.3: Technical Specifications

Engine

Engine type1.2 and 1.4 litre petrol engine,1.4 litre diesel engine

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Cylinders 4

Displacement [cm3]1172cc, 1399cc (petrol),1368cc (diesel)

Max. Power (Ps at rpm) 70PS @ 5400rpm (petrol),80PS @ 4000rpm (diesel)

Max. Torque (Nm at rpm)112Nm @ 3000rpm (petrol),195Nm @ 1800rpm (diesel)

Transmission

Transmission 5 speed manual

Braking System Anti-Lock Breaking System (ABS)

Brake Front Ventilated discsBrake Rear Drum Break

Steering System Power Steering

Tyre Size (inches) 14 inches radial tubeless tyres

Body

Body Hatchback

Drag Coefficient 0.320Outside Dimensions

Length [mm] 3897

Width [mm] 1650

Height [mm] 1465

Weights

Kerb weight [kg] 1075

3.5.2: Volkswagen Jetta

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Jetta, packed with luxury, comfort and stunning performance, is a latest offering

from world's one of the leading car makers Volkswagen from Germany. The all new

Volkswagen Jetta car is geared and graced with wealth of features that would offer

superior class of on road performance while providing cushion like comfortable ride to its

occupants. The launch of Volkswagen Jetta in the sedan car segment would make the

competition tougher for its rivals like Honda, Hyundai and Maruti.

The all new Volkswagen Jetta comes in both petrol and diesel variants, with 1.6 L

and 1.9 L engine versions exhaling 101 bhp & 104 bhp of maximum output respectively.

So embrace the beauty and enjoy the power packed performance of this luxury featured

sedan car that has been launched in five sizzling color and boasts a price ranging between

14-15 Lacs.

Company Segment USP

Volkswagen (VW)India

SedanHead turning beauty with innovativetechnology

3.5.2.1:Striking Features

Superior class exterior with catchy front-grille, indicators and chrome plating onwindows.

102 PS strong output engine mated with 05 speed manual gearbox for refined

performance. Airbags for the driver and front passenger.

Ergonomically designed seats for comfortable ride.

MP3 compatible 6-disc CD changer and 10 loudspeakers.

Equipped with Anti-lock Braking System (ABS)and Electronic Stabilization

Program (ESP) for safety while driving, even in tough terrains.

Powerful fog lamps for better visibility in bad weather conditions.

Elegant looking 16" alloy wheels that catches the eye-balls.

Convenient and spacious trunk offering much flexibility.

3.5.2.2: Color Options

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Campanella White

Red Spice

Reflex Silver

Platinum Grey Deep Black

3.5.2.3: Price & Variants of Volkswagen Jetta Car

The price range of Volkswagen Jetta Sedan car starts with Rs 13-14 Lakhs. The

ex-showroom (in Mumbai) price of various models are given below:

Volkswagen Jetta 1.6 Trend line: Rs. 13,19,209

Volkswagen Jetta TDI 1.9 Trend line: Rs. 14,45,534

Volkswagen Jetta TDI 1.9 Comfort line: Rs. 16,94,042


Dimensions & Weight

Length (mm) 4554

Width (mm) 1781

Height (mm) 1495

Wheelbase (mm) 2575

Kerb Weight (kgs) 1420

Ground Clearance (mm) 152

Seating Capacity 05

Engine

Displacement (cc) 1896

Compression Ratio :1

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No of Cylinders (cylinder) 4

Transmission

Transmission Type Manual

Gears/Speeds 5

Tyres

Wheel Size 6 I/2 J x 16

Tyres 205/55 R16

Performance

Max. Horsepower (ps/rpm) 105 PS @ 4000 rpm

Max. Torque (Nm/rpm) 250 Nm @ 1900 rpm

Minimum Turning Radius (meter) 5.4

Fuel Tank Capacity (liter) 55

Maximum Speed 187 Km/Hour

0-100kmph 11.8 seconds

3.5.3: Volkswagen Passat

Foraying in the luxury car segment of India, German

auto maker Volkswagen (VW) is here with Passat- dressed in

classical styling, powered with most advanced technology

and state of the art comfort features. The captivating features

of VW Passat- electronic seat adjustments, parking sensors,

ultra silent cabin, high torque diesel engine - makes it a true

luxury car at its best.The luxury sedan Passat will be imported from VW Germany as CBU

(Completely Built Units) and would be available for sale through company's sole dealer

in India. Volkswagen Passat, with its price tag of Rs. 25 Lac - 28 Lac, will challenge the

luxury car market of BMW and Mercedes.

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Company Segment USP

Volkswagen (VW) India Luxury Sedan High end luxury features.

3.5.3.1: Striking Features

Powerful TDI engine that produces 103 kW (140 hp) of power.

Achieved the top five-star rating for safety and protection In the Euro

NCAP crash test.

Leather-covered multi-function steering wheel.

The direct shift gearbox DSG for better transmission control.

Electric parking brake prevents the car from rolling back especially attraffic lights.

12-way front seats with integral adjustable lumbar support.

The 6-disc CD changer with MP3 compatibility feature.

Eye-catching 16" alloy wheels.

Four-link rear suspension gives perfect riding comfort and stability.

3.5.3.2: Model Variants Volkswagen Passat Highline DSG Volkswagen Passat Highline DSG S


Candy White Arctic Blue Silver Metallic Reflex Silver Metallic Wheat Beige Deep Black (Pearl Effect) Mocca Antracite (Pearl Effect)

3.5.3.4: Price & Competition for Volkswagen Passat

With its innovative technology and advanced features VW Passat will spell

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compete with Toyota Camry, Nissan Teana, Mercedes C Class, BMW 3 series and

Audi A4 category.

Volkswagen Passat has a price tag of Rs.25.0-28.0 Lacs.


Dimensions & Weight

Length (mm) 4765

Width (mm) 1820

Height (mm) 1472

Wheelbase (mm) 2709Kerb Weight (kgs) 1476

Seating Capacity 05

Engine

Model Designation 2.0L TDI

No. Of Cylinders 4 cylinder

Fuel Type Diesel

Displacement (cc) 1968 cc

Fuel Tank Capacity 70 liter

Transmission

Transmission Type Automatic

Gears/Speeds 6 Gears

Performance

Top Speed (kmph) 206 Km/Hour

0-100kmph 9.8 seconds

Tyres

Type Alloy

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Wheel Size 7J x 16

Tyres 215/55 R16 (tubeless)

Performance

Horsepower (ps/rpm) 141 PS @ 4000 rpm

Torque (Nm/rpm) 320 Nm @ 1750 rpm

3.5.4: Volkswagen Beetle

Volkswagen motors have launched its much

awaited compact luxury car 'Volkswagen Beetle' in India in

premium D-segment. The cute looking Volkswagen Beetle

is a small car with unique and stylish exteriors. Thelegendary curves throughout Beetele's body provide a

distinctive look. Initially, the car will be imported as a CBU

(Completely Built Unit) from its Mexican based

manufacturing plant. With only one variant in the market, Volkswagen Beetle is a tough

competetion for other D-segment luxurious small car models like Fiat 500 and another

awaited model Fiat Bravo.

Company Segment USP

Volkswagen Hatchback Power 420 PS (309 kW/414 bhp) @ 7,800 rpm

3.5.4.1: Key Features

Cute and Stylish look

Legendary curves throghout the body

Reliably secure with reflectors for night driving

Climatic A.C


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Salsa Red

Candy White

Black

Sunflower Reflex Silver

Laser Blue

3.5.4.3: Price (Rs. in lakhs)

New Beetle 2.0L - 20,45,0003.5.4.4: Technical Specifications

Dimensions & Weight

Length (mm) 4129

Width (mm) 1721

Height (mm) 1498

Wheelbase (mm) 2502

Ground Clearance (mm) 120

Seating Capacity 05

Kerb Weight (kgs) 870

Engine

Model Designation Petrol

No. Of Cylinders 04

Displacement (cc) 1984 cc

Transmission 06 Gears Automatic

Suspension

Front McPherson coil spring

Rear Semi Axle

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Brakes

Front / Rear Brakes Disc/Drum

Tyres

Type Alloy

Wheels 195/65 R 15 'Houston' Alloy Wheels

Performance

Max. Horsepower (ps/rpm) 116 PS @ 5400 rpm

Max. Torque (kg m/rpm) 172 Nm @ 3200 rpm

Steering

Steering Type Power Steering

4.1: ADVERTISING

Advertising is a form of communication intended to persuade an audience

(viewers, readers or listeners) to purchase or take some action upon products, ideals, or

services. It includes the name of a product or service and how that product or service

could benefit the consumer, to persuade a target market to purchase or to consume that

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particular brand. These brands are usually paid for or identified through sponsors and

viewed via various media. Advertising can also serve to communicate an idea to a mass

amount of people in an attempt to convince them to take a certain action, such as

encouraging 'environmentally friendly' behaviors, and even unhealthy behaviors through

food consumption, video game and television viewing promotion, and a "lazy man"

routine through a loss of exercise. Modern advertising developed with the rise of mass

production in the late 19th and early 20th centuries. Mass media can be defined as any

media meant to reach a mass amount of people. Several types of mass media are

television, internet, radio, news programs, and published pictures and articles.

Commercial advertisers often seek to generate increased consumption of their

products or services through branding, which involves the repetition of an image orproduct name in an effort to associate related qualities with the brand in the minds of

consumers. Different types of media can be used to deliver these messages, including

traditional media such as newspapers, magazines, television, radio, outdoor or direct

mail; or new media such as websites and text messages. Advertising may be placed by an

advertising agency on behalf of a company or other organization.

Non-commercial advertisers that spend money to advertise items other than a

consumer product or service include political parties, interest groups, religiousorganizations and governmental agencies. Nonprofit organizations may rely on free

modes of persuasion, such as a public service announcement.

In 2007, spending on advertising was estimated at more than $150 billion in the

United States and $385 billion worldwide.

4.1.1: HISORY

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Edo period advertising flyer from 1806 for a traditional medicine called

KinseitanEgyptians used papyrus to make sales messages and wall posters. Commercial

messages and political campaign displays have been found in the ruins of Pompeii and

ancient Arabia. Lost and found advertising on papyrus was common in Ancient Greece

and Ancient Rome. Wall or rock painting for commercial advertising is another

manifestation of an ancient advertising form, which is present to this day in many parts of

Asia, Africa, and South America. The tradition of wall painting can be traced back to

Indian rock art paintings that date back to 4000 BC. History tells us that Out-of-home

advertising and billboards are the oldest forms of advertising.

As the towns and cities of the Middle Ages began to grow, and the general

populace was unable to read, signs that today would say cobbler, miller, tailor orblacksmith would use an image associated with their trade such as a boot, a suit, a hat, a

clock, a diamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables

were sold in the city square from the backs of carts and wagons and their proprietors used

street callers (town criers) to announce their whereabouts for the convenience of the

customers.

As education became an apparent need and reading, as well as printing, developed

advertising expanded to include handbills. In the 17th century advertisements started toappear in weekly newspapers in England. These early print advertisements were used

mainly to promote books and newspapers, which became increasingly affordable with

advances in the printing press; and medicines, which were increasingly sought after as

disease ravaged Europe. However, false advertising and so-called "quack" advertisements

became a problem, which ushered in the regulation of advertising content.

As the economy expanded during the 19th century, advertising grew alongside. In

the United States, the success of this advertising format eventually led to the growth of

mail-order advertising.

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In June 1836, French newspaper La Presse was the first to include paid

advertising in its pages, allowing it to lower its price, extend its readership and increase

its profitability and the formula was soon copied by all titles. Around 1840, Volney B.

Palmer established a predecessor to advertising agencies in Boston. Around the same

time, in France, Charles-Louis Havas extended the services of his news agency, Havas to

include advertisement brokerage, making it the first French group to organize. At first,

agencies were brokers for advertisement space in newspapers. N. W. Ayer & Son was the

first full-service agency to assume responsibility for advertising content. N.W. Ayer

opened in 1869, and was located in Philadelphia.

In the early 1920s, the first radio stations were established by radio equipment

manufacturers and retailers who offered programs in order to sell more radios toconsumers. As time passed, many non-profit organizations followed suit in setting up

their own radio stations, and included: schools, clubs and civic groups. When the practice

of sponsoring programs was popularized, each individual radio program was usually

sponsored by a single business in exchange for a brief mention of the business' name at

the beginning and end of the sponsored shows. However, radio station owners soon

realized they could earn more money by selling sponsorship rights in small time

allocations to multiple businesses throughout their radio station's broadcasts, rather than

selling the sponsorship rights to single businesses per show.

This practice was carried over to television in the late 1940s and early 1950s. A

fierce battle was fought between those seeking to commercialize the radio and people

who argued that the radio spectrum should be considered a part of the commons to be

used only non-commercially and for the public good. The United Kingdom pursued a

public funding model for the BBC, originally a private company, the British Broadcasting

Company, but incorporated as a public body by Royal Charter in 1927. In Canada,

advocates like Graham Spry were likewise able to persuade the federal government to

adopt a public funding model, creating the Canadian Broadcasting Corporation.

However, in the United States, the capitalist model prevailed with the passage of the

Communications Act of 1934 which created the Federal Communications Commission.

To placate the socialists, the U.S. Congress did require commercial broadcasters to

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operate in the "public interest, convenience, and necessity". Public broadcasting now

exists in the United States due to the 1967 Public Broadcasting Act which led to the

Public Broadcasting Service and National Public Radio.

In the early 1950s, the Dumont Television Network began the modern practice ofselling advertisement time to multiple sponsors. Previously, DuMont had trouble finding

sponsors for many of their programs and compensated by selling smaller blocks of

advertising time to several businesses. This eventually became the standard for the

commercial television industry in the United States. However, it was still a common

practice to have single sponsor shows, such as The United States Steel Hour. In some

instances the sponsors exercised great control over the content of the showup to and

including having one's advertising agency actually writing the show. The single sponsormodel is much less prevalent now, a notable exception being the Hallmark Hall of Fame.

The 1960s saw advertising transform into a modern approach in which creativity

was allowed to shine, producing unexpected messages that made advertisements more

tempting to consumers' eyes. The Volkswagen ad campaignfeaturing such headlines as

"Think Small" and "Lemon" (which were used to describe the appearance of the car)

ushered in the era of modern advertising by promoting a "position" or "unique selling

proposition" designed to associate each brand with a specific idea in the reader orviewer's mind. This period of American advertising is called the Creative Revolution and

its archetype was William Bernbach who helped create the revolutionary Volkswagen ads

among others. Some of the most creative and long-standing American advertising dates

to this period.

The late 1980s and early 1990s saw the introduction of cable television and

particularly MTV. Pioneering the concept of the music video, MTV ushered in a new

type of advertising: the consumer tunes in for the advertising message, rather than it

being a by-product or afterthought. As cable and satellite television became increasingly

prevalent, specialty channels emerged, including channels entirely devoted to advertising,

such as QVC, Home Shopping Network, and ShopTV Canada.

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Marketing through the Internet opened new frontiers for advertisers and

contributed to the "dot-com" boom of the 1990s. Entire corporations operated solely on

advertising revenue, offering everything from coupons to free Internet access. At the turn

of the 21st century, a number of websites including the search engine Google, started a

change in online advertising by emphasizing contextually relevant, unobtrusive ads

intended to help, rather than inundate, users. This has led to a plethora of similar efforts

and an increasing trend of interactive advertising.

The share of advertising spending relative to GDP has changed little across large

changes in media. For example, in the US in 1925, the main advertising media were

newspapers, magazines, signs on streetcars, and outdoor posters. Advertising spending as

a share of GDP was about 2.9 percent. By 1998, television and radio had become majoradvertising media. Nonetheless, advertising spending as a share of GDP was slightly

lowerabout 2.4 percent.

A recent advertising innovation is "guerrilla marketing", which involve unusual

approaches such as staged encounters in public places, giveaways of products such as

cars that are covered with brand messages, and interactive advertising where the viewer

can respond to become part of the advertising message. Guerrilla advertising is becoming

increasing more popular with a lot of companies. This type of advertising is unpredictableand innovative, which causes consumers to buy the product or idea. This reflects an

increasing trend of interactive and "embedded" ads, such as via product placement,

having consumers vote through text messages, and various innovations utilizing social

network services such as Face book.

4.1.2: PUBLIC SERVICE ADVERTISING

The same advertising techniques used to promote commercial goods and services

can be used to inform, educate and motivate the public about non-commercial issues,

such as HIV/AIDS, political ideology, energy conservation and deforestation.

Advertising, in its non-commercial guise, is a powerful educational tool capable

of reaching and motivating large audiences. "Advertising justifies its existence when used

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in the public interestit is much too powerful a tool to use solely for commercial

purposes." Attributed to Howard Gossage by David Ogilvy.

Public service advertising, non-commercial advertising, public interest

advertising, cause marketing, and social marketing are different terms for (or aspects of)the use of sophisticated advertising and marketing communications techniques (generally

associated with commercial enterprise) on behalf of non-commercial, public interest

issues and initiatives.

In the United States, the granting of television and radio licenses by the FCC is

contingent upon the station broadcasting a certain amount of public service advertising.

To meet these requirements, many broadcast stations in America air the bulk of their

required public service announcements during the late night or early morning when the

smallest percentage of viewers are watching, leaving more day and prime time

commercial slots available for high-paying advertisers.

Public service advertising reached its height during World Wars I and II under the

direction of more than one government.

4.1.3: MARKETING MIX

The marketing mix has been the key concept to advertising. The marketing mix

was suggested by Jeremy McCarthy, professor at Harvard Business School, in the 1960s.

The marketing mix consists of four basic elements called the four Ps Product is the first

P representing the actual product. Price represents the process of determining the value of

a product. Place represents the variables of getting the product to the consumer like

distribution channels, market coverage and movement organization. The last P stands for

Promotion which is the process of reaching the target market and convincing them to goout and buy the product.Geana, Mugur Valentin.

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4.1.4: TYPES OF ADVERTISING

Virtually any medium can be used for advertising. Commercial advertising media

can include wall paintings, billboards, street furniture components, printed flyers and rack

cards, radio, cinema and television adverts, web banners, mobile telephone screens,

shopping carts, web popups, skywriting, bus stop benches, human billboards, magazines,

newspapers, town criers, sides of buses, banners attached to or sides of airplanes

("logojets"), in-flight advertisements on seatback tray tables or overhead storage bins,

taxicab doors, roof mounts and passenger screens, musical stage shows, subway

platforms and trains, elastic bands on disposable diapers,doors of bathroom stalls,stickerson apples in supermarkets, shopping cart handles (grabertising), the opening section of

streaming audio and video, posters, and the backs of event tickets and supermarket

receipts. Any place an "identified" sponsor pays to deliver their message through a

medium is advertising.

4.1.4.1: DIGITAL ADVERTISING

4.1.4.1.1: Television advertising / Music in advertising

The TV commercial is generally considered the most effective mass-market

advertising format, as is reflected by the high prices TV networks charge for commercial

airtime during popular TV events. The annual Super Bowl football game in the United

States is known as the most prominent advertising event on television. The average cost

of a single thirty-second TV spot during this game has reached US$3 million (as of

2009). The majority of television commercials feature a song or jingle that listeners soon

relate to the product. Virtual advertisements may be inserted into regular television

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programming through computer graphics. It is typically inserted into otherwise blank

backdrops or used to replace local billboards that are not relevant to the remote broadcast

audience. More controversially, virtual billboards may be inserted into the background

where none exist in real-life. This technique is especially used in televised sporting

events Virtual product placement is also possible. infomercials: An infomercial is a long-

format television commercial, typically five minutes or longer. The word "infomercial"

combining the words "information" & "commercial". The main objective in an

infomercial is to create an impulse purchase, so that the consumer sees the presentation

and then immediately buys the product through the advertised toll-free telephone number

or website. Infomercials describe, display, and often demonstrate products and their

features, and commonly have testimonials from consumers and industry professionals.

4.1.4.1.2: Radio advertising

Radio advertising is a form of advertising via the medium of radio. Radio

advertisements are broadcast as radio waves to the air from a transmitter to an antenna

and a thus to a receiving device. Airtime is purchased from a station or network in

exchange for airing the commercials. While radio has the obvious limitation of being

restricted to sound, proponents of radio advertising often cite this as an advantage.

4.1.4.1.3: Online advertising

Online advertising is a form of promotion that uses the Internet and World Wide

Web for the expressed purpose of delivering marketing messages to attract customers.

Examples of online advertising include contextual ads that appear on search engine

results pages, banner ads, in text ads, Rich Media Ads, Social network advertising, online

classified advertising, advertising networks and e-mail marketing, including e-mail spam.

4.1.4.1.4: Product placements

Covert advertising, also known as guerrilla advertising, is when a product or

brand is embedded in entertainment and media. For example, in a film, the main

character can use an item or other of a definite brand, as in the movie Minority Report,

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where Tom Cruise's character John Anderton owns a phone with the Nokia logo clearly

written in the top corner, or his watch engraved with the Bulgari logo. Another example

of advertising in film is inI, Robot, where main character played by Will Smith mentions

his Converse shoes several times, calling them "classics," because the film is set far in the

future.I, Robotand Spaceballs also showcase futuristic cars with theAudi and Mercedes-

Benz logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in

the movie The Matrix Reloaded, which as a result contained many scenes in which

Cadillac cars were used. Similarly, product placement for Omega Watches, Ford, VAIO,

BMW and Aston Martin cars are featured in recent James Bond films, most notably

Casino Royale. In "Fantastic Four: Rise of the Silver Surfer", the main transport vehicle

shows a large Dodge logo on the front.Blade Runnerincludes some of the most obvious

product placement; the whole film stops to show a Coca-Cola billboard

4.1.4.2: PHYSICAL ADVERTISING

4.1.4.2.1: Press advertising

Press advertising describes advertising in a printed medium such as a newspaper,

magazine, or trade journal. This encompasses everything from media with a very broad

readership base, such as a major national newspaper or magazine, to more narrowlytargeted media such as local newspapers and trade journals on very specialized topics. A

form of press advertising is classified advertising, which allows private individuals or

companies to purchase a small, narrowly targeted ad for a low fee advertising a product

or service. Another form of press advertising is the Display Ad, which is a larger ad (can

include art) that typically run in an article section of a newspaper.

Billboard advertising: Billboards are large structures located in public places

which display advertisements to passing pedestrians and motorists. Most often, they arelocated on main roads with a large amount of passing motor and pedestrian traffic;

however, they can be placed in any location with large amounts of viewers, such as on

mass transit vehicles and in stations, in shopping malls or office buildings, and in

stadiums.

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4.1.4.2.2: Mobile billboard advertising

products. Mobile billboards are generally vehicle mounted billboards or digitalscreens. These can be on dedicated vehicles built solely for carrying advertisements along

routes preselected by clients, they can also be specially equipped cargo trucks or, in some

cases, large banners strewn from planes. The billboards are often lighted; some being

backlit, and others employing spotlights. Some billboard displays are static, while others

change; for example, continuously or periodically rotating among a set of advertisements.

Mobile displays are used for various situations in metropolitan areas throughout the

world, including: Target advertising, One-day, and long-term campaigns, Conventions,

Sporting events, Store openings and similar promotional events, and Big advertisements

from smaller companies.

4.1.4.2.3: In-store advertising

In-store advertising is any advertisement placed in a retail store. It includes

placement of a product in visible locations in a store, such as at eye level, at the ends of

aisles and near checkout counters, eye-catching displays promoting a specific product,

and advertisements in such places as shopping carts and in-store video displays.

4.1.5: Celebrity branding

This type of advertising focuses upon using celebrity power, fame, money,

popularity to gain recognition for their products and promote specific stores or

Advertisers often advertise their products, for example, when celebrities share their

favorite products or wear clothes by specific brands or designers. Celebrities are often

involved in advertising campaigns such as television or print adverts to advertise specific

or general products. The use of celebrities to endorse a brand can have its downsides,

however. One mistake by a celebrity can be detrimental to the public relations of a brand.

For example, following his performance of eight gold medals at the 2008 Olympic

Games in Beijing, China, swimmer Michael Phelps' contract with Kellogg's was

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