VOLKSWAGEN:

DIGITAL MARKETING SPACE

PROJECT BY:
ADITYA
CHAUDHARY
MBA M&S (SEC
B- 58)
2013-15

ALL THAT WE KNOW

ABOUT
Volkswagen GroupVOLKSWAGEN
is a German Automobile Manufacturing Group.

It is a 3rd largest automobile manufacturer.

Volkswagen group in India is represented by five brands SKODA,
Volkswagen, Audi, Porsche and Lamborghini. The Indian journey
began with the launch of SKODA in 2001. Audi and Volkswagen
entered in 2007, while Lamborghini and Porsche were introduced
in 2012.
From low-consumption small cars to luxury class vehicles, each
car is convincingly worthy of its place on the road. Even in the
commercial vehicle sector - where products range from pick-ups to
buses and heavy trucks - the Group's cars successfully partner
businesses and are known to far exceed the industry standard.

MISSION

To offer attractive, safe and environmentally

sound vehicles which can compete in an
increasingly tough market and set world
standards in their respective class.

MARKETING STRATEGIES
PRODUCT

PRICE

21 different models

under 3 brands
( Skoda, Audi and
Volkswagen India)
More assembly plans in
India competitive
advantage

Targeted mainly for the luxury

segment in Indian market
Plan to capture bigger market
by launching many new car
priced sub 10 lakh rupees

MARKETING STRATEGIES
PLACE

PROMOTION

Significant presence
currently the company has
around 200 dealership and
outlets around the country
By 2015, it would double the
number of dealership

Launched integrated
marketing campaign in
November , 2009
Evoke consumer awareness of
VW as a brand.
Innovative promotional
campaigns OOH, Print ads,
TVCs
Print Media communication
benefits
Television Commercials
Brand Building

MARKET SEGMENTATION OF
VOLKSWAGEN

Car users looking for sedan , suv, hatchback are

the market segments which they are focusing.
They present themselves in various segments
as a premier manufacturer of high volume
vehicles.
Launched globally successful Passat in 2007
It was targeted mainly for the luxury segment in
the Indian market.
They launched their bestseller brand Jetta in
India in July 2008 to expand their portfolio and
cater to the mid segment.

MARKET SEGMENTATION OF
VOLKSWAGEN

New Beetle and high end SUV Touareg were

introduced in December 2009 in the high end
segment.
December 2009 they started manufacturing
the hatchback version of polo to target a
huge segment of small car buyers.
Plan to capture bigger market with Polo.
Vento was the next car which was targeting
the mass market.
Volkswagen also has plan to target the ultra
low cost hatchback segment in India.

PRODUCT RANGE
Volkswagen Polo ( Mid size
Segment)
Volkswagen Vento, Jetta ( Premium
car Segment)
Beetle, Passat and Touareg
( Luxury car Segment)

ESTIMATED BUDGET
Mid size Segment ( 5 10 Lakh)
Premium Segment ( 10 25
lakh)
Luxury Cars ( 25+ Lakh)

DIGITAL MARKETING BY
VOLKSWAGEN:
As per Steve Rodgers, General Manager at Volkswagen
The digital ad package is quick and easy, almost painless.
And the results are significant. Over the two month period, we
had an additional 70 sales due to digital marketing With the
digital marketing package, our closing rates increased to
above 20% We were able to significantly decrease our ad
spend with even better results.
Other biggest reason for companies like Volkswagen to shift to
the digital space is not just because of the ongoing trend shift
towards internet but also for a greater Customer Engagement.

VOLKSWAGEN
WEBSITE

VOLKSWAGEN ,
INDIA WEBSITE

Apart from its detailed website, VOLKSWAGEN also

involves itself in marketing through various digital portals
(majorly):

FACEBOO
K

TWITTER

YOUTUB
E

(1) VOLKSWAGEN
ON FACEBOOK

(2) VOLKSWAGEN
ON TWITTER

(3) VOLKSWAGEN
ON YOUTUBE

It was seen that there was a

shift from the broadcast
media to the digital mediaYoutube- Film Evolution.
Initially these film ads are
launched as 15-20 second
ads that are to be viewed
mandatory and then after a
period of 10-12 days these
ads are shifted to the 5
second Skip ads slots.

BLOG ABOUT IT

VOLKSWAGEN ON
LINKEDln

In formulating their digital

strategy, VOLKSWAGEN looked
beyond the obvious for
innovative ways to engage
their audience. They knew
that for many people, their car
affects their professional life
and their professional identity
affects their car choices. This
made LinkedIn a natural
choice to connect with current
and potential car buyers
among the growing Indian
professional population.

WHAT DOES VOLKSWAGEN AIM FOR FROM

THEIR DIGITAL MARKETING EFFORTS:
VOLKSWAGEN aims for grabbing market opportunities by using
an effective marketing strategy & implementation ( i.e. digital
marketing) which results in:
Maintaining business- consumer relationship through instant
connectivity
A smooth & a straight forward complaint redressal procedure
High brand awareness & positive feedback
Communicating product authentication & attaining customer
focus
Creating new product experience- emotional connection
through online experience ( creating a story for the launch of
every product)

CONCLUSION
Volkswagen turned to digital media to extend its success and
create new opportunities for customers to connect with the brand.
In formulating digital strategy, VOLKSWAGEN looked beyond the
obvious for innovative ways to engage their audience and raise
awareness.

THANK
YOU