volkswagen marketing strategies
TRANSCRIPT
![Page 1: Volkswagen Marketing Strategies](https://reader033.vdocuments.site/reader033/viewer/2022061122/5470610bb4af9fee738b45ee/html5/thumbnails/1.jpg)
MARKETING STRATEGIES OF VOLKSWAGON
![Page 2: Volkswagen Marketing Strategies](https://reader033.vdocuments.site/reader033/viewer/2022061122/5470610bb4af9fee738b45ee/html5/thumbnails/2.jpg)
Marketing Strategy?
• A process allowing organizations to concentrate limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.
• Customer satisfaction –> Essence of marketing strategy.
![Page 3: Volkswagen Marketing Strategies](https://reader033.vdocuments.site/reader033/viewer/2022061122/5470610bb4af9fee738b45ee/html5/thumbnails/3.jpg)
INFLUENCING FACTORS
![Page 4: Volkswagen Marketing Strategies](https://reader033.vdocuments.site/reader033/viewer/2022061122/5470610bb4af9fee738b45ee/html5/thumbnails/4.jpg)
VOLKSWAGEN AG....Intro!
• Leading Car manufacturer based in Wolfsburg, Germany from 1937.
• VOLKSWAGEN means People’s car.
• Parent Co. of leading
car brands like Skoda,
Audi, Lamborghini .
![Page 5: Volkswagen Marketing Strategies](https://reader033.vdocuments.site/reader033/viewer/2022061122/5470610bb4af9fee738b45ee/html5/thumbnails/5.jpg)
VOLKSWAGEN GROUP INDIA
Indian subsidiary of Volkswagen AG.
Entered Indian market in 2001 with brand – Skoda Octavia.
Parent Co. of Volkswagen India Private Limited (Volkswagen India) and Volkswagen Group Sales India Private Limited (VGSIPL).
Launched Audi and Volkswagen brand in 2007.
![Page 6: Volkswagen Marketing Strategies](https://reader033.vdocuments.site/reader033/viewer/2022061122/5470610bb4af9fee738b45ee/html5/thumbnails/6.jpg)
PRODUCT PORTFOLIO…
Offered 15 different models under brand names Skoda, Audi and Volkswagen, as of late 2009.
2007 - Passat2008 - Jetta2009 - Beetle2009 - Touareg2010 - Polo2010 - Phaeton
![Page 7: Volkswagen Marketing Strategies](https://reader033.vdocuments.site/reader033/viewer/2022061122/5470610bb4af9fee738b45ee/html5/thumbnails/7.jpg)
PROBLEMS FACED…
Low brand awareness.Too narrowed niche marketing(2% of
sales).Stiff competition.High priced portfolio.
![Page 8: Volkswagen Marketing Strategies](https://reader033.vdocuments.site/reader033/viewer/2022061122/5470610bb4af9fee738b45ee/html5/thumbnails/8.jpg)
MARKETING STRATEGIES.. PAST
Previous tagline - “Aus Liebe zum Automobil” - For the love of the automobile.
Primarily used print media to promote its products.
![Page 9: Volkswagen Marketing Strategies](https://reader033.vdocuments.site/reader033/viewer/2022061122/5470610bb4af9fee738b45ee/html5/thumbnails/9.jpg)
Contd…
Catered premium and upper premium segment
Product range started from around Rs. 25,00,000.
Separate distribution channels for each of its brands.
![Page 10: Volkswagen Marketing Strategies](https://reader033.vdocuments.site/reader033/viewer/2022061122/5470610bb4af9fee738b45ee/html5/thumbnails/10.jpg)
PRESENT SCENARIO….
In Nov. 2009, VW launched an integrated 360
o communication
campaign, conceptualized by DDB Mudra.
Rs 8-10 crore for print, Rs 10 crore for outdoor and digital and Rs 20 crore for TV ads.
Tagline “Das Auto,” German for “The Car” and “German Engineering, Made for India”
![Page 11: Volkswagen Marketing Strategies](https://reader033.vdocuments.site/reader033/viewer/2022061122/5470610bb4af9fee738b45ee/html5/thumbnails/11.jpg)
OBJECTIVES..
• To raise brand awareness.
• To cater masses along with classes.
• To increase sales volume & overtake competitors.
• To promote as a brand offering people different cars at different stages of their lives.
![Page 12: Volkswagen Marketing Strategies](https://reader033.vdocuments.site/reader033/viewer/2022061122/5470610bb4af9fee738b45ee/html5/thumbnails/12.jpg)
ADVERTISING MEDIUMS..
17,692 television spots across 47 channels in 16 genres.
144 insertions in leading dailies. 50 insertions in magazines.280 sites as
‘out of home’ medium. Booked 23 websites.
![Page 13: Volkswagen Marketing Strategies](https://reader033.vdocuments.site/reader033/viewer/2022061122/5470610bb4af9fee738b45ee/html5/thumbnails/13.jpg)
A young boy in a VW showroom deciding on the cars that he wants to 'book in advance' at various stages of his life.
Today kids are bold enough to ask for what they want.
TV ADVERTISEMENT..
![Page 14: Volkswagen Marketing Strategies](https://reader033.vdocuments.site/reader033/viewer/2022061122/5470610bb4af9fee738b45ee/html5/thumbnails/14.jpg)
ADVERTISEMENT EVALUATION
Meant to drive brand awareness rather than "purely sales driven”.
Emphasis on the brand as a whole, not on the individual cars.
Highly competitive
advertisement expenditure
![Page 15: Volkswagen Marketing Strategies](https://reader033.vdocuments.site/reader033/viewer/2022061122/5470610bb4af9fee738b45ee/html5/thumbnails/15.jpg)
BRAND POSITIONING..
Each brand addresses different audiences and has a different brand positioning.
Passat Overwhelming comfortJetta For dynamic performersBeetle Recreating legendsTouareg Road dominatingPolo Made in IndiaPhaeton Handcrafted luxury
![Page 16: Volkswagen Marketing Strategies](https://reader033.vdocuments.site/reader033/viewer/2022061122/5470610bb4af9fee738b45ee/html5/thumbnails/16.jpg)
OTHER UPCOMING STRATEGIES
Planning to enter country’s pre-owned car segment by 2012 after BMW.
Co-presenting sponsor for the ICC T20 World Cup 2010 for Rs12-13 crore.
Promised 200 seconds of ads per match @ Rs.3lac/10sec.
![Page 17: Volkswagen Marketing Strategies](https://reader033.vdocuments.site/reader033/viewer/2022061122/5470610bb4af9fee738b45ee/html5/thumbnails/17.jpg)
DEALERSHIP NETWORK
Operates Franchises in Delhi, Mumbai, Bangalore and now adds Chandigarh, Ludhiana, Hyderabad, Gurgaon etc.
Intense training to dealers in management of sales, service, spare parts and business systems to increase customer satisfaction.
![Page 18: Volkswagen Marketing Strategies](https://reader033.vdocuments.site/reader033/viewer/2022061122/5470610bb4af9fee738b45ee/html5/thumbnails/18.jpg)
CONCLUSION..
• VW known globally for its iconic brand campaigns.
• Challenge is to transfer that greatness in India as well.
• Car not only the soul of German engineering, but also about the democratization of innovation.
![Page 19: Volkswagen Marketing Strategies](https://reader033.vdocuments.site/reader033/viewer/2022061122/5470610bb4af9fee738b45ee/html5/thumbnails/19.jpg)
THANKSTHANKS