PRESENTED BY:-

Simran
Pinky Gupta
Srishthi shailley
Yadvendra yadav
Abhishek kumar
 VOLKSWAGEN
INDIA

• Volkswagen is a German car

PRODUCT manufacturer headquartered
PORTFOLIO in Wolfsburg, Germany and was
established in 1937
• Volkswagen India Pvt Ltd is a division
MARKETING MIX of the Volkswagen Group India,
founded in 2007.
• Its manufacturing plant is in Chakan,
Maharashtra which is capable of
STP producing 200,000 vehicles per
annum
• Volkswagen means "people's car"
in German. Its current
SWOT ANALYSIS international slogan is "Das
Auto" (The Car).

MARKET SHARE IN
INDIA
 VOLKSWAGEN PHAETON (Rs.79.25 LAKHS)
INDIA

PRODUCT
PORTFOLIO

MARKETING MIX

STP

SWOT ANALYSIS

BEETLE (Rs.21.57 LAKHS)

MARKET SHARE IN JETTA (Rs.13.87-15.35 lakhs)
INDIA
 VOLKSWAGEN
INDIA TOUAREG (Rs.58.50 lakhs)

PRODUCT
PORTFOLIO

MARKETING MIX

STP

SWOT ANALYSIS

MARKET SHARE IN PASSAT (Rs.26.97 LAKHS)

INDIA
 VOLKSWAGEN
INDIA

PRODUCT
PORTFOLIO

MARKETING MIX
POLO (Rs.5.08 - 7.22 Lakhs)

STP

SWOT ANALYSIS

MARKET SHARE IN
INDIA Vento(9.87 - 11.12 lakhs)
 VOLKSWAGEN
INDIA
PRODUCT
PRODUCT
PORTFOLIO

• The company offers a wide range of

products which include Polo , Up , Golf,
MARKETING MIX
Jetta, Beetle , Passat CC, Pasat, Sirocco,
Tiguan , Touran , Eos Sharan, Phaeton
and Touareg.
STP
• The different models available, and the
models purchased by customers ,
SWOT ANALYSIS depends on the tastes and preferences
of the customers .

MARKET SHARE IN
INDIA
 VOLKSWAGEN
INDIA
PROMOTION
PRODUCT
PORTFOLIO
• The company used a lot of ATL media like TVC
s and print media in its initial year in India to
promote its brand and products.
MARKETING MIX
• Company has adopted other marketing
strategies like digital, BTL and out of home
media in addition to the ATL media .
STP • The company is also using social media
platform to market its products.
• In a bid to strengthen its brand image , the
SWOT ANALYSIS company launched an integrated marketing
plan in 2009 .

MARKET SHARE IN
INDIA
 VOLKSWAGEN
INDIA
PLACE
PRODUCT
PORTFOLIO
• Each of Volkswagen car is manufactured and
distributed in key locations for strategic reasons.
• There are various car distributors throughout
MARKETING MIX
the country who distribute the cars
manufactured by the company.
• The aim of the company is to penetrate the
STP automobile market in India because it views
India as one of the largest markets in the world.
• The company may be new in the Indian Market
SWOT ANALYSIS but it has made a lot of improvements .

MARKET SHARE IN
INDIA
 VOLKSWAGEN
INDIA
PRICE
PRODUCT
PORTFOLIO • Depending on the size ,level of exclusivity ,
options and power of the engine ,
Volkswagen car prices range from
affordable to expensive.
MARKETING MIX
• Volkswagen prides itself as a car
manufacturer which manufactures cars
that the average person can afford .
STP • Comparing the VW Polo with a Hyundai I10
you will find that the Polo is costlier .
• The best selling Volkswagen products are
SWOT ANALYSIS Volkswagen Vento and Volkswagen Jetta.

MARKET SHARE IN
INDIA
 VOLKSWAGEN
INDIA
Segmentation:-
Car users looking for sedan, SUV, hatchback.
PRODUCT  Volkswagen Polo – compact car segment
PORTFOLIO  Volkswagen vento, jetta – mid size segment
 Bettle, Passat, Toureq – luxury and premier segment.

MARKETING MIX Targeting:-

Young executive, businessmen and Urban families.
Some of the cars like Volkswagen phaeton is placed in a
niche market to target niche audience in india.
STP
Positioning:-
Positioned themselves as the biggest automobile
giants.It has positioned itself as the safety leader that
SWOT ANALYSIS
also offer lower operating cost and eco friendly driving.
Projected themself as a Premium innovative brand.

MARKET SHARE IN
INDIA
 VOLKSWAGEN
INDIA
STRENGTH
PRODUCT
PORTFOLIO
• Wide range of cars which provides
enough options to choose from
high brand presence and recall
MARKETING MIX
• One of the oldest car
manufacturers, resulting into
increased reach to masses
STP • Owner of Audi, Bentley, Bugatti,
Lamborghini, Skoda which gives a
wide and large customer base
SWOT ANALYSIS • Volkswagen also has presence in
hybrid cars and motorsports

MARKET SHARE IN
INDIA
 VOLKSWAGEN
INDIA
WEAKNESS
PRODUCT
PORTFOLIO

• Intense competition from

MARKETING MIX global Car manufacturing
companies

STP
• Limited presence in emerging
markets where some other
SWOT ANALYSIS brands have taken over the
market
MARKET SHARE IN
INDIA
 VOLKSWAGEN
INDIA
Opportunity
PRODUCT
PORTFOLIO
• Create long term relationships with non-
German car manufacturers

MARKETING MIX • Implement continuous innovations in cars

to stand competition

STP • To enter different markets by offering cars

with features attractive for the targeted
market

SWOT ANALYSIS
• Increasing purchasing power of people

MARKET SHARE IN
INDIA
 VOLKSWAGEN
INDIA
Threats
PRODUCT
PORTFOLIO

• Innovative features included by

MARKETING MIX competitors

• Increasing fuel costs

STP

• Government regulations and

SWOT ANALYSIS policies to protect interest of local
car manufacturers e.g. TATA in India
MARKET SHARE IN
INDIA
 VOLKSWAGEN
INDIA

PRODUCT
PORTFOLIO • Current market share in the
Indian car market is around 3%.
The target is to achieve around
MARKETING MIX 6-7% market share by 2018.”

• Earlier they targeted of 20%

STP market share in 2018, while
entering in India.
SWOT ANALYSIS

MARKET SHARE IN
INDIA
HYUNDAI MOTORS
INDIA LTD
• Hyundai motor India limited was formed in
6 may 1996 by the Hyundai motor
PRODUCT company of south Korea.
PORTFOLIO • During the entry of Hyundai in 1996, there
were only five major automobile
manufacturers in India, i.e. Maruti ,
MARKETING MIX Hindustan, premier , Tata and Mahindra.
• HMIL's first car, the Hyundai Santro was
launched in 23 September 1998 and was a
runaway success.
STP
• The name Hyundai was chosen for its
meaning in English translate to ‘modern’
SWOT ANALYSIS
• The Hyundai logo, a slanted and stylized H
symbolizes the company shaking hands
with customers.
MARKET SHARE IN
INDIA
HYUNDAI MOTORS
INDIA LTD i20 (Rs.5.34 - 8.28 lakhs)

PRODUCT
PORTFOLIO

MARKETING MIX

Getz (Rs 5 Lakhs)

STP

SWOT ANALYSIS

MARKET SHARE IN
INDIA
HYUNDAI MOTORS
INDIA LTD

PRODUCT
PORTFOLIO

MARKETING MIX i10 (Rs.4.20 - 5.01 lakhs)

STP

SWOT ANALYSIS

MARKET SHARE IN ACCENT (Rs.5.18 - 5.55 lakhs)

INDIA
HYUNDAI MOTORS
INDIA LTD

PRODUCT
PORTFOLIO

MARKETING MIX

SONATA EMBERA (Rs.13.77 lakhs)

STP SANTA FE (Rs.27.09 -

30.41 lakhs)

SWOT ANALYSIS

MARKET SHARE IN
INDIA
HYUNDAI MOTORS TUCSON ( Rs 17.0 Lakhs)
INDIA LTD

PRODUCT
PORTFOLIO

MARKETING MIX

VERNA (Rs.7.80 - 12.28 lakhs)

STP

SWOT ANALYSIS

MARKET SHARE IN
INDIA
HYUNDAI MOTORS
INDIA LTD
PRODUCT
PRODUCT
PORTFOLIO
• Hyundai Motor India Ltd is currently the
second largest auto exporter from India .It
is making India the global manufacturing
MARKETING MIX
base for the small cars . Hyundai sells
several models in India, the most popular
being the Santro Xing, i10 and the i20

STP • The all-new “Hyundai Pa” is fully loaded

with a range of exciting new features. It's
a perfect complement to your evolved
tastes and lifestyle. And the best way to
SWOT ANALYSIS take your driving pleasure to a brand-new
high.

MARKET SHARE IN
INDIA
HYUNDAI MOTORS
INDIA LTD
PRICE
PRODUCT
PORTFOLIO
• Targeting the premium segment
with their latest model from the
Hyundai’s stable. The analysts
MARKETING MIX predict the pricing of this premium
hunchback to start from Rs. 3 lakhs.

STP • Hyundai is known for value based

offerings and with the extensive
service network and brand
SWOT ANALYSIS reputation for making reliable cars.

MARKET SHARE IN
INDIA
HYUNDAI MOTORS
INDIA LTD
PROMOTION
PRODUCT
PORTFOLIO
• The company plans to stage road shows,
to display vehicles in the pavilions
during various college festivals and
MARKETING MIX exhibition.

• Advertisements to promote and market

our product through various leading
STP channels. Major music and sports
channels will also promote.

SWOT ANALYSIS • Promotion done by Media

Advertisements by celebrities like SRK

MARKET SHARE IN
INDIA
HYUNDAI MOTORS
INDIA LTD
PLACE
PRODUCT
PORTFOLIO
• HMIL currently has 388 strong dealer
network and more than 1000 strong
service points across India.
MARKETING MIX
• Hyundai Motors India has introduced a
new marketing initiative - 'Ghar Ghar Ki
Pehchaan' to tap the India rural car
STP market.

• The company has rolled out special

schemes for government employees in
SWOT ANALYSIS rural areas and members of gram
panchayats on the purchase of Santro

MARKET SHARE IN
INDIA
HYUNDAI MOTORS
INDIA LTD

PRODUCT
PORTFOLIO
Segment
• Complete automobile segment including
hatchbacks, sedans & SUV’s
MARKETING MIX
Target Group
• Young executives from the upper-middle
income.
STP

Positioning
• Hyundai gives luxury cars at affordable
SWOT ANALYSIS prices which is a globally recognized and
accepted brand

MARKET SHARE IN
INDIA
HYUNDAI MOTORS
INDIA LTD
STRENGTH
PRODUCT
PORTFOLIO • Hyundai Motor India limited is the largest
car exporter from Asian Market which
showed a 10% growth compared to last FY
• The domestic sales is increasing at an
MARKETING MIX average rate of 19. 1%
• It is also known for its quality products and
better performance has constantly been
STP
ahead in the race with Maruti Udyog ltd in
many parameters
• Among the automobile players only HMIL
is known for its CSR activities
SWOT ANALYSIS • Hyundai , has the largest network of
showrooms and service station next to
Maruti in India
MARKET SHARE IN
INDIA
HYUNDAI MOTORS
INDIA LTD
WEAKNESS
PRODUCT • HMIL took a long time to gain the market share
PORTFOLIO
as its not the first mover in India
• In terms of most reliable and trusted brand;
Maruti is more strong in Indian subcontinent.
MARKETING MIX • Spare parts are comparatively priced higher.
• Increase in prices such as steel , aluminium and
ancillary parts has affected margin.
STP • Hyundai is still struggling to make a better
impact in small car segment in terms of cost
efficiency like other manufactures
SWOT ANALYSIS • Hyundai doesn’t have any product match to
compete in Corporate orders like Tata Indica V
2, Tata Sumo, Tata Indigo , Chevy Tavera, Ford
MARKET SHARE IN Fiesta etc .
INDIA
HYUNDAI MOTORS
INDIA LTD
OPPORTUNITIES
PRODUCT
PORTFOLIO • The export markets growth rate is 22.30%
compared to last fiscal year
• The saving consumption pattern of India is
MARKETING MIX an added advantage for any segment doing
business in India.
• Hyundai is one of the very few companies
STP
that has widest R &D network across the
world located in Korea , Europe , India, US ,
Japan.
• Good opportunity for entering into
SWOT ANALYSIS
commercial vehicles and Recreational
vehicles as they are already doing well
outside India.
MARKET SHARE IN
INDIA
HYUNDAI MOTORS
INDIA LTD
THREATS
PRODUCT
PORTFOLIO • There are Indian players like Tata , Mahindra
imposing a strong threat for Hyundai Motors
India to expand its product category
MARKETING MIX
• Foreign Direct Investments flowing in Indian
automobile space are not good signs for
already existing Giants like Hyundai.
• Hyundai faced a slight decline in market share
STP due to tough competition from Ford’s - Figo
and Volkswagen – Polo.
• Many manufacturers have started to
SWOT ANALYSIS concentrate on small car segment as an
alternative to Nano . These will slowdown the
expected sales of Eon.
MARKET SHARE IN
INDIA
HYUNDAI MOTORS
INDIA LTD
Market share in India
PRODUCT
PORTFOLIO
Hyundai achieved its highest-ever;
 Single month sales of 39,525 units
MARKETING MIX
&
 Financial Year sales of 4,20,668 units.
STP
The market share of 16.3% was highest-
ever with strong performance of
SWOT ANALYSIS successful launch of new models like
Elite, i20 Active, Xcent & Verna.
MARKET SHARE IN
INDIA
 VOLKSWAGEN POLO ( 5.84
HYUNDAI I20 (5.85 lakhs) VS
lakhs)
 OVERVIEW

•The Hyundai i20 has a smooth run due to

RIDE AND
its stylish looks and feature-rich cabin.
HANDLING
•Hyundai even gave a mid-life update in
March, 2012 to freshen up the appeal of its
INTERIORS premium hatchback.

•Its rival, the Volkswagen Polo, has now also

SPACE AND been updated and makes a compelling case
PRACTICALITY
for itself with typically understated styling, a
premium-looking cabin and almost as much
kit as the feature-rich i20.
EQUIPMENT

•So, of the two premium hatchbacks, which

makes for the better buy?
VERDICT
 OVERVIEW
 In the Polo the steering is more direct
and weighty, the car has more grip and it
RIDE AND feels more secure at speed as well.
HANDLING Suspension are generally flexible at low
speeds and a lot more composed at
INTERIORS higher speeds (Soft-ish front suspension).

The i20’s low-speed ride is good, it

SPACE AND
PRACTICALITY
absorbs bumps without transferring too
much to the occupants. It comes with
great driving but the steering is too light,
EQUIPMENT it runs out of grip faster and the brakes
aren’t as good as the Polo’s.
VERDICT
 OVERVIEW

The Polo’s dashboard is very

RIDE AND
straightforward, The Polo’s high
HANDLING dashboard may hamper visibility for
shorter drivers. and there’s a certain
INTERIORS
tactile feel in the way the switchgear
works. There is adjustable steering.

SPACE AND
PRACTICALITY
The i20’s dashboard is certainly more
user friendly than the Polo’s. Nothing
EQUIPMENT in here has the same build quality as
the VW. Its Front seats are more
supportive and has adjustable steering
VERDICT
 OVERVIEW
The Polo’s biggest drawback is its
rear seat, The front seats, however,
RIDE AND have plenty of space. The Polo’s 294
HANDLING ltr boot is usefully big and it’s well
shaped too.
INTERIORS
The i20 has more space, front seats
and rear. Its 295 ltr boot is slightly
SPACE AND
PRACTICALITY
bigger than the Polo’s and the cabin
has plenty of storage space as well. It
has a longer rear doors too.
EQUIPMENT Overall It is the better all-rounder in
this respect and the better multi-
purpose car.
VERDICT
 OVERVIEW

The Polo is well equipped with two

RIDE AND airbags, ABS, alloy wheels, rear parking
HANDLING
sensors, electrically adjustable mirrors,
a trip computer, remote locking and
INTERIORS USB and Bluetooth connectivity, except
climate control, auxiliary port either.
SPACE AND
PRACTICALITY
The i20 is very well equipped. It gets
electric folding mirrors, climate control,
EQUIPMENT a reversing camera, six speakers and an
auxiliary port. Rear wash-wipe function
is lacking, but the Polo has.
VERDICT
 OVERVIEW
The Volkswagen Polo, then, comes across as
a hatchback that is nice to drive, is well built
RIDE AND
and has a more premium feel to it compared
HANDLING to the i20.It misses out on features like
automatic climate control and aux-in
capability. Its rear seats are also quite
INTERIORS cramped.

SPACE AND The Hyundai i20 at Rs 5.85 lakh has more

PRACTICALITY
space, front seats and rear. The downsides are
its lackluster engine and bland driving
experience. But it gives you almost everything
EQUIPMENT
the VW has and then some, making it a car
that has practically everything Indian car
buyers want.
VERDICT