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VOLKSWAGEN GROUP INDIA Indian subsidiary of Volkswagen AG. Entered Indian market in 2001 with brand +Skoda Octavia. OBJECTIVES: to raise brand awareness. To cater masses along with classes. To increase sales volume and overtake competitors.
VOLKSWAGEN GROUP INDIA Indian subsidiary of Volkswagen AG. Entered Indian market in 2001 with brand +Skoda Octavia. OBJECTIVES: to raise brand awareness. To cater masses along with classes. To increase sales volume and overtake competitors.
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VOLKSWAGEN GROUP INDIA Indian subsidiary of Volkswagen AG. Entered Indian market in 2001 with brand +Skoda Octavia. OBJECTIVES: to raise brand awareness. To cater masses along with classes. To increase sales volume and overtake competitors.
Drepturi de autor:
Attribution Non-Commercial (BY-NC)
Formate disponibile
Descărcați ca PPT, PDF, TXT sau citiți online pe Scribd
concentrate limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.
` Customer satisfaction ±> Essence of
marketing strategy.
` Veading Car manufacturer based in
Wolfsburg, Germany from 1937.
` VOV WAGEN means People¶s car.
` Parent Co. of leading
car brands like koda, Audi, Vamborghini . ?
u §ndian subsidiary of Volkswagen AG.
u Entered §ndian market in 2001 with
brand ± koda Octavia.
u Parent Co. of Volkswagen §ndia Private
Vimited (Volkswagen §ndia) and Volkswagen Group ales §ndia Private Vimited (VG§PV).
u Vaunched Audi and Volkswagen brand in
2007. G G
u Offered 15 different models under brand names koda, Audi and Volkswagen, as of late 2009.
u 2007 - Passat u 2008 - Jetta u 2009 - Beetle u 2009 - Touareg u 2010 - Polo u 2010 - Phaeton G
m
u Vow brand awareness.
u Too narrowed niche marketing(2% of sales). u tiff competition. u High priced portfolio. m G u Previous tagline - ³Aus Viebe zum Automobil´ - For the love of the automobile.
u Primarily used print media to
promote its products. a
u Catered premium and upper
premium segment
u Product range started from around
Rs. 25,00,000.
u eparate distribution channels for
each of its brands. G
u §n Nov. 2009, VW launched an o integrated 360 communication campaign, conceptualized by DDB Mudra. u Rs 8-10 crore for print, Rs 10 crore for outdoor and digital and Rs 20 crore for TV ads. u Tagline ³Das Auto,´ German for ³The Car´ and ³German Engineering, Made for §ndia´
!
` 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. mm
u 17,692 television spots across 47
channels in 16 genres. u 144 insertions in leading dailies. u 50 insertions in magazines. u 280 sites as µout of home¶ medium. u Booked 23 websites. m u A young boy in a VW showroom deciding on the cars that he wants to 'book in advance' at various stages of his life. u Today kids are bold enough to ask for what they want. m
u Meant to drive brand awareness
rather than "purely sales driven´.
u Emphasis on the brand as a whole,
not on the individual cars.
u Highly competitive advertisement expenditure G
Each brand addresses different
audiences and has a different brand positioning.
uPassat Overwhelming comfort
uJetta For dynamic performers uBeetle Recreating legends uTouareg Road dominating uPolo Made in §ndia uPhaeton Handcrafted luxury
"G m
u Planning to enter country¶s pre-
owned car segment by 2012 after BMW. u Co-presenting sponsor for the §CC T20 World Cup 2010 for Rs12-13 crore. u Promised 200 seconds of ads per match @ Rs.3lac/10sec.
"G
u Operates Franchises in Delhi,
Mumbai, Bangalore and now adds Chandigarh, Vudhiana, Hyderabad, Gurgaon etc. u §ntense training to dealers in management of sales, service, spare parts and business systems to increase customer satisfaction.
` VW known globally for its iconic
brand campaigns. ` Challenge is to transfer that greatness in §ndia as well. ` Car not only the soul of German engineering, but also about the democratization of innovation. "