Group 12

Manav Lakhina
Aakanksha Priya
Suraj S Nair
Ankit Singla
Volkswagen in India
Dirgha Prasad
Aakanksha Siwach
 Volkswagen was started in
1933 in Wolfsburg,
Germany.

Volkswagen believes in
engineering excellence ‘Beetle’ was the first car
and thus designs its cars produced by Volkswagen,
based on consumer Later became the cult in its
insights and applying its segment around the globe
engineering excellence

INTRODUCT Volkswagen is the second

ION Volkswagen’s current
market share is of 3.6% in
largest automaker behind
General Motors. It had a
India 12.3% market share in the
global markets in 2011

Volkswagen group entered

Volkswagen is the market
in India in 2001 with Skoda
leader in Europe with a 20%
and they subsequently
market share across all
launched Audi and
segments
Volkswagen
 • SIGNAL TO PEERS AND FAMILY:
To tap this motive, Volkswagen identified

Three buying itself as an aspirational brand. They entered

Indian market with top-down strategy, i.e.,
entering with higher end models and then

motives when introducing lower end models

• UTILITY:
Volkswagen used technology for providing

identified by features such as ‘park assist’ wherein the car

could park itself.
• PERSONAL SPACE:

Volkswagen Volkswagen addressed this motive by

designing spacious cars and provided light
interiors and striped fabrics which gave the
impression of open space

CONSUMER INSIGHTS
 Volkswagen also researched consumer attitude towards cars:

CONSUME CONSUMER CHOOSES HIS

R CAR BASED ON LOOKS:
Product planners used
CONSUMER TREATED THE
CAR AS HIS INSPIRATION:
Volkswagen utilised this
INSIGHTS this insight to put
experience enhancing
features in the cars
insight to offer features
that would make the car
its owner’s muse
Example: “auto start-stop”
 JUDGEMENTS:
Unsuitable for Indian Conditions,

BRAND RESONANCE: did not offer good customer service

loyal Customers, FEELING:
Did not offer value
RESONAN
1500 cars to be sold
within first 4 months for money

CE
MODEL
(PRE PERFORMANCE:
German Engineering, Premium

LAUNCH)
SALIENCE: price
Brand awareness 9%, Skoda IMAGERY:
premium brand
Universal trust, strong heritage,
innovative, valuable and responsible
 JUDGEMENTS:
World class
RESONANCE: Product with
Loyal customers, Indian touch, Unique

BRAND
Increases brand brand,
awareness, Memorable communications
3919 cars sold FEELINGS:

RESONANC
Fun to drive,
likeable brand, Stylish

E MODEL
(POST
LAUNCH)
PERFORMANCE:
SALIENCE:
Excellent road handling, Fuel efficient
Refute arguments against Polo, Suitable for
Imagery: Style and Innovation
India, Connect with India and its people
 Volkswagen

Brand as
Brand as Product Brand as Person Brand as Symbol
Organisation

German

AAKER
Performance Innovative Authentic Engineering
made for India

MODEL Comfort Valuable

Human
Appealing
Das Auto

Safety Responsible Transparent Beetle

Innovative
campaigns
 VW came into the Indian market with 2 of its cars- Passat (2007) and Jetta (2008). The company
played on Universal Trust, Strong Heritage, German Engineering

Initially people did not perceive VW as value for money or brand that offered good customer
services, as they did for Toyota and Honda . VW hired DDB Mudra to change that perception

VOLKSWAG VW highlighted itself as “ People’s Car and The Car “ through its campaign which created buzz in

EN EQUITY the business channels- placed as innovative and technically advanced in market

OVER TIME
Beetle was linked with fashion conscious women- making it style icon Touareg targeted men
who love adventure- combining luxury & off road ruggedness. “German Engineering, made for
India” tagline highlighted suitability for India

VW campaign for Vento through idea of talking newspaper brought an emotional connect to the
customers . Now the customers could see it as German engineered product manufactured
passionately for Indian customers
VOLKSWAG
EN EQUITY
01 02 03
VOLKSWAGEN HONDA TOYOTA

VS
• Innovative in performance and fuel • Perfection and excellence
efficiency • Excitement and adventure
Perfection and rejuvenation
• High resale value • Aspirational luxury Symbolizes Corporate success
• Quality and reliability

COMPETITO
• Value for money Reliable
• German Engineered • Premium brand
• Automation and technology driven • Top to bottom strategy used Technically advanced m
• Differentiated on comfort Identified as Value for money in

RS EQUITY
• Environment oriented
premium segment
• Created emotional connect for sedan