1A PROJECT REPORT ON MARKETING STRATEGIES OF VOLKSWAGEN INDIA, VISAKHAPATNAM

Data provid d ! r i" #ot a$"o%&t '(it" o#%) *or r * r #+

CHAPTER , 1 1(1 I#trod&+tio# 1(- N d For T! St&d)

1(. O$/ +tiv " O* T! St&d)

1(0 S+op o* t! "t&d)

1(1 M t!odo%o2) O* T! St&d) 1(1 Li3itatio#" O* T! St&d) CHAPTER 4 VOLKSWAGEN IND5STR6 PROFILE

CHAPTER . VOLKSWAGEN COMAN6 PROFILE CHAPTER , 0 THEORITICAL FRAMEWORK OF MARKETING STRATEGIES CHAPTER , 1 ANAL6SIS 7 INTERPRETATION

CHAPTER 8 8(1( FINDINGS 8(-( S5GGETIONS 8(.( S5MMAR6 8(0 CONCL5SION ANNE9T5RE , :& "tio##air
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;I;LIOGRAPH6

CHAPTER I

1(1 I#trod&+tio# 1(- N d For T! St&d) 1(. O$/ +tiv " O* T! St&d) 1(0 S+op o* t! "t&d) 1(1 M t!odo%o2) O* T! St&d) 1(8 Li3itatio#" O* T! St&d)

1(1 INTROD5CTION TO THE PROJECT

The project title is MARKETING STRATEGIES serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives.

This industrial training makes the management students under go practicall !hich the kno! theoreticall . ".#.A. student can imagine the problems !ith the theoretical kno!ledge he has$ but he can onl solve it !hen he has practical e%perience or kno!ledge. &o$ it is a compulsion for all "#A students to undergo the month's practical training in their concerned subjects in an industr or compan . After that !e are re(uired to submit a project report on the practical e%perience !e have ac(uired. &o$ I undergone to the practical training in one of the leading Automobiles in Andhra Pradesh i.e. )*+,&-A.E/ ATR CAR& P)T +T0$ !hich is situated on /.H.12$ opp #HP)$)isakhapatnam. "arketing strateg is also kno!n as geographical market anal sis and it is the Easiest -a to

Identif -here 3our Customers Come 4rom and -ho The Are. This project focus on to kno! the profile and from !hich geographical part of visakhapatnam the potential customer of )olks!agen cars can be and !hat is the consumer behavior of various users of cars like ho! man cars do the have and after ho! much do the like to change their cars . The !hole surve has been done in various parts of )isakhapatnam cit like 4ocal Point$ Industrial Area.

1(-( NEED OF THE ST5D6 The modern !orld emphasi5es on purposeful learning e%periences under natural condition to meet the cutthroat competition e%isting in the !orld. &o$ under such circumstances a project can be defines is 6a purposeful dedicated effort in social environment to earn and nourish in the present !orld.7 &o$ the summer training undergone is of immense benefit to us. The training undergone gives lot of practical e%posure and the real !orking environment. After kno!ledge of management theories and practices it becomes ver essential to recogni5e the practical implementation of ever thing learned. &o in order to meet the challenges$ !e marched to!ards common goal. The training enabled is a real platform of life to implement the kno!ledge in the natural and practical !orking conditions of a corporate house.

1(.( O;JECTIVES OF THE ST5D6 The stud has been under taken to anal 5e the customer profile and mapping to understand the consumer behavior regarding automobile sector.
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O$/ +tiv "< The main objective !as to stud the marketing strategies !ith special reference to )olks!agen in the cit of )isakhapatnam. To kno! the customer profile. To anal 5e the e%act segregation of the industr of India To kno! at !hich geographical segment the potential customer e%ist. To kno! the consumer behavior regarding cars on follo!ing parameter.

1(0( SCOPE OF THE ST5D6

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The scope of stud 6The "arketing &trategies of )olks!agen car market !ith reference to ATR CAR& Pvt ltd$ )isakhapatnam authori5ed dealer for selling the )olks!agen cars$ has been chosen to stud the marketing strategies. The stud !as undertaken to stud the marketing strateg of )olks!agen. This included the stud of various factors affecting the market$ comparison of the various brands available in the market$ different media used b the compan to advertise the #rand$ that is the various strategies implemented in the market.

This stud enables the compan to look into various factors effecting the purchase from the consumer point of vie!. This in turn !ill help the compan to deliver their products to to make the ma%imum satisfaction of the consumer and it !ill also enable the compan consumers a!are about its products in clear and better !a .

1(1( METHODOLOG6 !e collected the data from various sources. The are8 Primar data8 0ata !as collected through the administration of a (uestionnaire prepared for the purpose of the stud . The (uestionnaire involved 29 number of (uestions en(uiring about$ brand preferences
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Primar data &econdar data

for their purchase$ conditions considered to make particular purchase$ !hich media created a!areness etc: &econdar data8 The data collected b researcher !hich is available through records$ reports$ !ebsites$ ne!s papers$ maga5ines Internet "aga5ines #roachers *ther references

1(8( LIMITATIONS OF THE ST5D6 The research stud suffers from follo!ing limitations8 The )isakhapatnam market !as too vast and it !as not possible to cover each and ever customer in the available short span of time. .enerall $ the respondents !ere bus in their !ork and !ere not interested in responding.

 Respondents !ere reluctant to disclose complete and correct information about themselves and their organi5ation.. "ost respondents !ere reluctant to provide e%act information as in !h the preferred particular compan s car.

The research !as conducted in present prevailing conditions. There can be some fluctuations in the market$ !hich can offset the findings. The project is carried out for the period of ;2 da s onl .

"easurement of customer satisfaction is comple% subjects$ !hich uses non1objectives method$ !hich is not reliable. &ome of the emplo ees !ould not respond due to lack of time. The sample unit !as also <29 respondents

CHAPTER < IND5STR6 PROFILE

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INTROD5CTION OF A5TOMO;ILE IND5STR6

The automobile industr has changed the !a people live and !ork. The earliest of modern cars !as manufactured in the ear =>?2. &hortl the first appearance of the car follo!ed in India. As the centur turned$ three cars !ere imported in "umbai @IndiaA. -ithin decade there !ere total of =9<2 cars in the cit . The da!n of automobile actuall goes back to ;999 ears !hen the first !heel !as used for transportation in India. In the beginning of =2th centur $ Portuguese arrived in China and the interaction of the t!o cultures led to a variet of ne! technologies$ including the creation of a !heel that turned under its o!n po!er. # =B99s small steam1po!ered engine models !as developed$ but it took another centur before a full1si5ed engine1po!ered vehicle !as created. #rothers Charles and 4rank 0ur ea introduced the actual horseless carriage in the ear =>?C. It !as the first internal1combustion motor car of America$ and it !as follo!ed b Henr 4ord s first e%perimental car that same ear. *ne of the highest1rated earl lu%ur automobiles !as the =?9? Rolls1Ro ce &ilver .host that featured a (uiet B1c linder engine$ leather interior$ folding !indscreens and hood$ and an aluminum bod . Chauffeurs usuall drove it and emphasis !as on comfort and st le rather than speed. 0uring the =?<9s$ the cars e%hibited design refinements such as balloon tires$ pressed steel !heels$ and four1!heel brakes. .raham Paige 0C Phaeton of =?<? featured an >1c linder engine and an aluminum bod . The =?CD Pontiac 0e +u%e sedan had room interior and rear1hinged back door that suited more to the needs of families. In =?C9s$ vehicles !ere less bo% and more streamlined than their predecessor !as. The =?;9s sa! features like automatic transmission$ sealed1beam headlights$ and tubeless tires. The ear =?2D brought po!erful high1performance cars such as "ercedes1#en5 C99&+. It !as built on compact and st li5ed lines$ and !as capable of <C9 kmph @=;; mphA.This !as the Indian automobile histor $ and toda modern cars are generall light$ aerod namicall shaped$ and compact. Fa+t" 7 Fi2&r "
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The automobile industr in India is on an investment overdrive. #e it passenger car or t!o !heeler manufacturers$ commercial vehicle makers or three1!heeler companies ever one appears to be in a scramble to hike production capacities. The countr is e%pected to !itness over Rs C9$999crore of investment b <9=9. H undai !ill also be unmasking the )erna and a brand ne! diesel car. .eneral "otors !ill be launching a mini and ma be a compact car. "ost of the companies have made their intentions clear. "aruti Ed og has set up the second car plant !ith a manufacturing capacit of <.2lakh units per annum for an investment of Rs B$299 Crore @Rs C$<99 Crore for diesel engines and Rs <$D=> Crore for the car plant itselfA. H undai and Tata "otors have announced plans for investing a similar amount over the ne%t C ears. H undai !ill bring in more than Rs C$>99 Crore to India. Tata "otors !ill be investing Rs <$999 Crore in its small car project..eneral "otors !ill be investing Rs =99 Crore$ 4ord about Rs C29 Crore and To ota announced modest e%pansion plans even as Honda &iel has earmarked Rs C$999Crore over the ne%t decade for India 1 a si5eable chunk of this should come b <9=9 since the compan is also looking to enter the lucrative small car segment. .Talking about the commercial vehicle segment$ Ashok +e land and Tata "otors have each announced !ell over Rs =$999 Crore of investment. "ahindra F "ahindras joint venture !ith International Trucks is e%pected to see an infusion of at least Rs 299 Crore. Industr performance in <99>19? The Indian automotive market managed to stand up to the vagaries of the economic meltdo!n to sho! slightl gro!th during fiscal <99>19?. *verall vehicle sales at ?D.<Clakh gre! 9.D= percent from ?B.2;lakh units in <99D19>. -hen major automotive markets reported a C91;9 per cent decline$ onl a handful of countries managed to sho! gro!th. A fe! months ago$ India !as looking at negative gro!th but has turned around. It is actuall better than e%pected. Passenger vehicle sales at =2.2=lakh registered flat gro!th !hile commercial vehicle sales sho!ed a <= per cent drop. SIAM has a positive outlook for the current financial ear. -hile it foresees a D1> per cent gro!th for the commercial vehicle segment$ the industr bod predicts a C12 per cent gro!th for passenger vehicles.The passenger vehicle market has !eathered the do!nturn largel due to
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market leader "aruti &u5uki !hich holds ;> per cent of the market. The compact car giant clocked D.<<lakh units for<99>19?. Closest rival H undai "otor India sold <.;;lakh cars$ a gro!th of =C per cent. "ost premium carmakers sa! volumes shrink last fiscal. To ota ,irloskar "otors numbers fell =2 per cent to ;B$>?< units !hile 4ord Indias sales !ere do!n =D per cent to <D$?DB units. Honda &iel Cars India also sa! a =D per cent drop at 2<$;<9 units !hile .eneral "otors India !as do!n > per cent to B=$2<B units. Among commercial vehicle makers$ all major pla ers sa! substantial fall in volumes. "arket leader Tata "otors !ith a B9 per cent plus share$ sho!ed << per cent drop in numbers at <.C; lakh units !hile Ashok +e land sho!ed CD per cent drop at ;D$BC<. Eithers sales volume fell CD per cent at =D$C;= units and 4orce "otors !as do!n <> per cent at D$>=? units. The freight movement is unlikel to improve this fiscal !hich !ill impact truck #sales.

Wor%d=id %o+atio# o* vario&" Vo%>"=a2 # p%a#t"

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Op ratio#" Vo%>"=a2 # has become a large international corporation from !here it started and e%panded to different !orld!ide markets and countries. The !orld head(uarters of Vo%>"=a2 # are located in its home countr in -olfsburg$ .erman . Vo%>"=a2 # A.$ o!ned b the Vo%>"=a2 # .roup$ is situated !ith other car manufacturers including Audi$ &EAT$ +amborghini$ #entle $ #ugatti$ &cania$ and &koda. Vo%>"=a2 # is currentl EuropeGs largest automaker. 4or a long time$ Vo%>"=a2 # has had a market share over <9 percent. -orld!ide$ Vo%>"=a2 # officiall ranks as the Crd largest manufacturer behind To ota and ." as measured b *ICA in <99?. In <9=9$ Vo%>"=a2 #$ posted record sales of B.<? million vehicles$ !ith its global market share at ==.;H. )olks!agens core markets include .erman and China. After overtaking 4ord in <99>$ Vo%>"=a2 # became the third largest automaker in the !orld. Vo%>"=a2 # has aimed to double its E& market share from <H to ;H for the ear <9=;$ and is aiming to become$ sustainabl $ the !orldGs largest car maker b <9=>.

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O=# r"!ip Vo%>"=a2 # is a publicl traded compan $ !hich issued ordinar shares and preferred shares. The o!nership structure is comple%. The follo!ing table sho!s the current shareholder structure. /ote that neither the Porsche Automobil Holding nor the Porsche .mbH are identical !ith the 0r. Ing. h.c. 4. Porsche A.$ !hich is responsible for the production of Porsche sports cars. The Porsche Automobil Holding is o!ned b the Porsche famil $ the Emirate of Iatar$ ;?.?H are o!ned b the Vo%>"=a2 # A.. The Porsche .mbH !as sold to the Vo%>"=a2 # A.. S!ar " H %d $)

29.DBH as of C9 Jan <99? Porsche Automobile Holding <.CDH as of C9 Jan <99? Porsche Holding .mbH

<9.<BH as of =B 4eb <99> &tate of +o!er &a%on =DH as of =>. 0ec <99? ?.B=H Wor%d=id pr " #+ Vo%>"=a2 # has factories in man parts of the !orld$ manufacturing or assembling vehicles for local markets. Vo%>"=a2 # has manufacturing or assembl plants in .erman $ China$ India$ Russia$ #ra5il$ Argentina$ Portugal$ &pain$ Poland$ "e%ico$ #osnia and Her5egovina$ and &outh Africa. Vo%>"=a2 # also has a ne! plant in the Enited &tates. In <9==$ it !as named in the top <2 largest companies in the !orld b the 4orbes .lobal <999. Prod&+t Li# Car" Further information: List of Volkswagen passenger cars Vo%>"=a2 # sells a number of cars under its namesake brand$ including sedans$ "P)s$ trucks$ &E)s$ and coupes. Their product range e%tends from the supermini Polo$ to compact Emirate of Iatar !idel held

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.olf$ to mid1si5e Jetta and Passat$ and full1si5e Phaeton. &E)s include the Tiguan and Touareg. )olks!agens current model range8

4o% Polo .olf

.olf Plus #eetle Passat

Passat CC &cirocco Tiguan

Eos Jetta Touran

&haran Touareg Phaeton

E#viro#3 #ta% r +ord )olks!agen first implemented its seven environmental goals in Technical 0evelopment in =??B. The plan contains themes involving climate protection$ resource conservation$ and healthcare$ through objectives such as reducing greenhouse emissions and fuel consumption$ enabling the use of alternative fuels$ and avoiding the use of ha5ardous materials. The original =??B goals have since been revised in <99< and <99D. )olks!agen !as the first car manufacturer to appl I&* =;999$ during its drafting stage and !as re1certified under the standards in &eptember <992. Motor"port

In =?BC$ 4ormula )ee circuit racing$ !ith cars built from easil available #eetle parts$ started in the Enited &tates. It (uickl spread to Europe and other parts of the !orld. It proved ver popular as a lo!1cost route into formula racing.

In =?D=$ )olks!agen of America started the more po!erful 4ormula &uper )ee$ !hich became famous for hothousing ne! talent. In the == ears it ran$ until =?><$ it produced a stable of !orld1famous 4ormula *ne driversKnames like /iki +auda$ Jochen "ass$ /elson Pi(uet$ Jochen Rindt and ,eke Rosberg. )olks!agen also notched up several victories$ and the championship in 4ormula Three.

In =?DB$ )olks!agen entered the under1<9991cc Trans1Am &eries$ !ith the &cirocco$ and the !on their class outright.

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In =?>=$ no! based in Hanover$ and renamed )olks!agen "otorsport$ )- took a ne! direction into rall ing$ !ith the launch of the first1generation .olf$ and &!edenGs Per Eklund$ 4renchman Jean1+uc ThLrier$ and the 4inn Pentti Airikkala. The final chapters in )olks!agen Racing E,Gs rall ing stor !ere the Gone1makeG Castrol Polo Challenge$ and the Polo .TI G&uper =B99G in <99=.

In <999$ )olks!agen started a one1make racing cup !ith the ne!l released to Europe /e! #eetle called the A0AC /e! #eetle Cup. #eside that$ the A0AC )olks!agen +upo Cup$ founded in =??>$ is continued to support oung talents on the !a to the top.

In <99=$ the department !as renamed )olks!agen Racing$ and since then has concentrated all its efforts on developing its circuit racing championship$ the )olks!agen Racing Cup.

In <99C$ )- replaced the A0AC )olks!agen +upo Cup !ith the ne!l released Polo$ to become the A0AC )olks!agen Polo Cup. In <99;$ )olks!agen Commercial )ehicles entered the European Truck Racing series !ith the )olks!agen Titan series truck M it became back1to1back champions for the <99; and <992 series.

In <9== )olks!agen "otorsport entered t!o &koda 4abia &<999s into the -orld Rall Championship for round > in 4inland. The drivers !ere Andreas "ikkelsen and Joonas +indroos.

In <9=>$ )olks!agen is considering a move in to 4ormula *ne according to )-Gs head of motorsport.

A+!i v 3 #t" o* Vo%>"=a2 #

In =?>9$ )olks!agen competed in the Paris10akar Rall !ith the Audi developed Iltis$ placing =st$ <nd$ ;th and ?th overall. )olks!agen enlists 0akar Champion Jutta ,leinschmidt$ the first !oman to !in the 0akar rall in <99=$ to help design and compete a 0akar Racer.

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In <99C$ the Hanover based team starts !ith a <-0 bugg named Tarek. It placed Bth outright but took =st in the <-0 and 0iesel class.

In <99;$ )- enters the ne!l developed Race1Touareg T<$ finishing Bth overall and <nd in the 0iesel class.

In <992$ an updated Race1Touareg !ith slightl more po!er is entered$ !ith driver #runo &ab $ finishing in Crd overall and =st in the 0iesel class.

In <99B$ )olks!agen released the most po!erful Race1Touareg et8 the Race1Touareg <. 4ive vehicles entered$ !ith driver .iniel de )illiers finishing in <nd place overall$ and =st in the 0iesel class.

In <99?$ )olks!agen !on the <99? 0akar Rall held in Argentina and Chile. Race Touareg < finished =st and <nd.

In <9=9$ )olks!agen !on the <9=9 0akar Rall held in Argentina and Chile. Race Touareg <

defends <99? victor !ith first three places. In <9==$ )olks!agen !on the <9== 0akar Rall held in Argentina and Chile. Race Touareg C defends <9=9 victor !ith first three places.

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CHAPTER C VOLKSWAGEN COMPAN6 PROFILE

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The Indian automobile industr countr contributing majorl

seems to come a long !a

since the first car that !as and indirectl provides

manufactured in "umbai in =>?>. The automobile sector toda is one of the ske sectors of the to the econom of India. It directl emplo ment to over =9 million people in the countr . The Indian automobile industr has a !ell established name globall being the second largest t!o !heeler market in the !orld$ fourth largest commercial vehicle market in the !orld$ and eleventh largest passenger car market in the !orld and e%pected to become the third largest automobile market . The gro!th of the Indian middleclass along !ith the gro!th of the econom over the last fe! ears has resulted in a host of global auto giants setting their foot inside the Indian Territor . "oreover India also provides trained manpo!er at competitive costs making the countr a manufacturing hub for man foreign automobile I#dia# A&to3o$i% E?port 3ar> t India is a ver favorable market for small cars be it production$ sales or e%port. &ince the Indian automobile industr is the largest manufacturer of small cars companies like H undai and /issan "otors e%port about <$;9$999 and <$29$999 annuall . India emerged as AsiaGs fourth largest e%porter of automobiles$ behind Japan$ &outh ,orea and Thailand. The Indian automobile e%ports registered a <<.C9 percent gro!th in the ear <99?. K ) a&to3o$i% 3a#&*a+t&r " i# I#dia

"arutiEd og .eneral "otors 4ord India +imiteds Eicher "otors #ajaj Auto 0ae!oo "otors india Hero "otors Hindustan "otors H undai "otors India +imited Ro al Enfield "otors Telco T)& "otors
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0C 0esigns &!araj "a5da +imited )olks!agen.

C&rr #t E?i"ti#2 D a% r" i# I#dia Vi"a>!apat#a34 ATR CAR& pvt. ltd L&d!ia#a 4 N A!3 da$ad 4 Pr "ti2 Motor", La%%) Motor" I#dia Privat Li3it d Vo%>"=a2 # A!3 da$ad Vo%>"=a2 # Vi"a>!apat#a3

Automark "otors Pvt.+td N ;a#2a%or 4 N ;a#2a%or 4 N C!a#di2ar! 4 N Co+!i# 4 E%it Motor" Pvt(Ltd Vo%>"=a2 # Pa%a+ Cro"" G #&"" Motor", S=a3i A&to3otiv " Pvt(Ltd( Vo%>"=a2 # Co+!i#

E)" "otors F )ehicles India Pvt +td N C! ##ai 4 Vo%>"=a2 # C! ##ai

A#RA "otors Private +imited N Coi3$ator 4 Vo%>"=a2 # Coi3$ator

Ramani Cars Private +imited N D %!i 4 DD A&to=or%d Privat Li3it d

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N D %!i 4 N D %!i W "t 4 N Goa 4

Ka"!)ap V !i+% Wor>" Privat Li3it d Vo%>"=a2 # D %!i W "t Vo%>"=a2 # Goa

-orld class Automobiles Pvt. +td. Caculo Automotive Pvt. +td N H)d ra$ad 4 N Jaip&r 4 Tan a Cars Pvt +td N Ko%>ata 4 Vo%>"=a2 # Ko%>ata Orio# Motor" Vo%>"=a2 # Jaip&r

*&+ E%clusive Pvt +td N M&3$ai 4 N P&# 4 N S&rat 4 Vo%>"=a2 # Do=#to=# M&3$ai Vo%>"=a2 # P&# Vo%>"=a2 # S&rat /avjivan Auto &(uare Pvt. +td

)id ut "otors Pvt. +td

Vario&" po"itio#" o* Vo%>"=a2 # D a% r" i# I#dia<

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INTROD5CTION TO VOLKSWAGEN VISAKHAPATNAM ATR CARS PVT LTD

)olks!agen 0ealers in )isakhapatnam 1 +ocation$ Contact Info of )olks!agen )isakhapatnam 0ealer

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Vo%>"=a2 # Car D a% r" i# Vi"a>!apat#a3. .iven belo! is the contact details$ email and telephone number of )olks!agen )isakhapatnam dealer. 4or all our (ueries relating to )olks!agen )isakhapatnam service and )olks!agen )isakhapatnam price$ ou ma contact the )olks!agen )isakhapatnam dealer. /umber of )olks!agen 0ealers in )isakhapatnam 8 1 /umber of )olks!agen 0ealers in Andhra Pradesh 8 0

Vo%>"=a2 # D a% r" i# Vi"a>!apat#a3 Vo%>"=a2 # Vi"a>!apat#a3 Addr "" < &urve /o B<O= F B2O=c$$ "indi )illage$ *pp #hpv$ #eside Cho!han E%ports$ .aju!aka$ )isakhapatnam 1 2C99=<

P!o# < 9>?=1<2==999$ ??BB>1C999= E3ai% < InfoP)!1Atrcars.co.in Mi""io#< The strategic intent is to be the premier partner in the Indian automotive market$ providing products and service that e%ceed the current standards. Strat 2)< A long1term strateg is being the leading benchmark compan in the Indian automotive market b constant investments in our people and facilities. :&a%it) Po%i+)< Prestige "otors are full committed to!ards total customer satisfaction. -e believe in continual professional improvement. Hence !e keep updating our s stems and facilities to offer the ver best for8 N Total Commitment to customer satisfaction.

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N 4ocus on emplo ees involvement and improve retention. N -ork professionall and honestl .

Motor" Sa% "< N Highl (ualified &ales Team is read to advise customers on an specific !ant and need that !ould re(uire and !ill assist in making the right choices.

Vo%>"=a2 # to %a&#+! # = J tta varia#t 3id4-@118

.erman automobile maker )olks!agen !ill launch ne! car model in India sometime in mid1 <9== once it completes deliveries on its order book. Q )olks!agen launches PassatGs ne%t generation model Q )olks!agen granted non1banking finance licence Q )olks!agen e eing <9 percent market share b <9=> Q )olks!agen given top marks b E& high!a safet institute Q )olks!agen bu s major European car seller from Porsche Q )olks!agen India signs "oE !ith Ra at #ahra group Q )olks!agen to increase market share to <9 per cent b <9=> Q Patel slides off in the !et )olks!agen &cirocco R1Cup T! prod&+t %i# o* Vo%>"=a2 # < Po%o V #to J tta Eo" Fo? Cadd)
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; t% Pa""at Pa""at++ Go%* GtiS+irri+o To&r 2P!a to# A5DI<

Go%* S!ara# Ti2& # M&%tiva#

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CHAPTER ;

THEORITICAL FRAMEWORK OF MARKETING STRATEG6

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Mar> ti#2 is the process b !hich companies determine !hat products or services ma be of interest to customers$ and the strateg to use in sales$ communications and business development. It generates the strateg that underlies sales techni(ues$ business communication$ and business developments. It is an integrated process through !hich companies build strong customer relationships and create value for their customers and for themselves. "arketing is used to identif the customer$ satisf the customer$ and keep the customer. -ith the customer as the focus of its activities$ it can be concludedthat marketing management is one of the major components of business management. "arketing evolved to meet the stasis in developing ne! markets caused b mature markets and overcapacities in the last <1C centuries. The adoption of marketing strategies re(uires businesses to shift their focus from production to the perceived needs and !ants of their customers as the means of sta ing profitable The term marketing concept holds that achieving organ i5ational goals depends on kno!ing the needs and !ants of target marketsand delivering the desired satisfactions. It proposes that in order to satisf its consumers and satisfy these more effectively than competitors. organizational objectives$ an organi5ation should anticipate the needs and !ants of THE 0 PA" OF MARKETING< "arketing decisions generall fall into the follo!ing four controllable categories8

Product Price Place @distributionA Promotion

The term Rmarketing mi%R became populari5ed after /eil H. #orden published his =?B; article$ The Concept of the Marketing Mi . #orden began using the term in his teaching in the late =?;9Gs after James Culliton had described the marketing manager as a Rmi%er of ingredientsR. The ingredients in #ordenGs marketing mi% included product planning$ pricing$ branding$ distribution channels$ personal selling$ advertising$ promotions$ packaging$ displa $ servicing$ ph sical
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handling$ and fact finding and anal sis. E. Jerome "cCarth later grouped these ingredients into the four categories that toda are kno!n as the ; PGs of marketing$ depicted belo!8

These four PGs are the parameters that the marketing manager can control$ subject to the internal and e%ternal constraints of the marketing environment. The goal is to make decisions that center the four PGs on the customers in the target market in order to create perceived value and generate a positive response. Prod&+t D +i"io#" The term RproductR refers to tangible$ ph sical products as !ell as services. Here are some e%amples of the product decisions to be made8

#rand name 4unctionalit &t ling Iualit &afet Packaging Repairs and &upport
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-arrant

Pri+ D +i"io#" &ome e%amples of pricing decisions to be made include8

Pricing strateg @skim$ penetration$ etc.A &uggested retail price )olume discounts and !holesale pricing Cash and earl pa ment discounts &easonal pricing #undling Price fle%ibilit Price discrimination

Di"tri$&tio# BP%a+ C D +i"io#" 0istribution is about getting the products to the customer. &ome e%amples of distribution decisions include8

0istribution channels "arket coverage @inclusive$ selective$ or e%clusive distributionA &pecific channel members Inventor management -arehousing 0istribution centers *rder processing
30

Transportation Reverse logistics

Pro3otio# D +i"io#" In the conte%t of the marketing mi%$ promotion represents the various aspects of marketing communication$ that is$ the communication of information about the product !ith the goal of generating a positive customer response. "arketing communication decisions include8

Promotional strateg @push$ pull$ etc.A Advertising Personal selling F sales force &ales promotions Public relations F publicit "arketing communications budget

Mar> ti#2 Strat 2)< Mar> ti#2 "trat 2) is a process that can allo! an organi5ation to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. "arketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives. Plans and objectives are generall tested for measurable results. Commonl $ marketing strategies are developed as multi1 ear plans$ !ith a tactical plan detailing specific actions to be accomplished in the current ear. Time hori5ons covered b the marketing plan var b compan $ b industr $ and b nation$ ho!ever$ time hori5ons are becoming shorter as the speed of change in the environment increases. "arketing strategies are d namic and interactive. The are partiall planned and partiall unplanned.

31

"arketing strateg involves careful scanning of the internal and e%ternal environments !hich are summari5ed in a &-*T anal sis. Internal environmental factors include the marketing mi%$ plus performance anal sis and strategic constraints. E%ternal environmental factors include customer anal sis$ competitor anal sis$ target market anal sis$ as !ell as evaluation of an elements of the technological$ economic$ cultural or politicalOlegal environment likel to impact success. A ke component of marketing strateg is often to keep marketing in line !ith a compan Gs overarching mission statement.#esides &-*T anal sis$ portfolio anal ses such as the .EO"c,inse matri% or C*PE anal sis can be performed to determine the strategic focus. *nce a thorough environmental scan is complete$ a strategic plan can be constructed to identif business alternatives$ establish challenging goals$ determine the optimal marketing mi% to attain these goals$ and detail implementation. A final step in developing a marketing strateg is to create a plan to monitor progress and a set of contingencies if problems arise in the implementation of the plan. "arketing strategies ma differ depending on the uni(ue situation of the individual business. Ho!ever there are a number of !a s of categori5ing some generic strategies. A brief description of the most common categori5ing schemes is presented belo!8

&trategies based on market dominance 1 In this scheme$ firms are classified based on their market share or dominance of an industr . T picall there are four t pes of market dominance strategies8
o o o o

+eader Challenger 4ollo!er /icher

Porter generic strategies 1 strateg on the dimensions of strategic scope and strategic strength. &trategic scope refers to the market penetration !hile strategic strength refers to the firm's sustainable competitive advantage. The generic strateg frame!ork @porter

32

=?>;A comprises t!o alternatives each !ith t!o alternative scopes. These are !ifferentiation and lo"#cost leadership each !ith a dimension of Focus1broad or narro!.
o o o

Product differentiation @broadA Cost leadership @broadA "arket segmentation @narro!A

Innovation strategies 1 This deals !ith the firmGs rate of the ne! product development and business model innovation. It asks !hether the compan technolog and business innovati is on the cutting edge of

There are three t pes8

o o o

Pioneers Close follo!ers +ate follo!ers

.ro!th strategies 1 In this scheme !e ask the (uestion$ 6Ho! should the firm gro!S7. There are a number of different !a s of ans!ering that (uestion$ but the most common gives four ans!ers8
o o o o

Hori5ontal integration )ertical integration 0iversification Intensification

33

T)p " o* 3ar> ti#2 "trat 2i "< The t pes of marketing strategies available to ou as a business o!ner toda are unlimited. &till$ marketing itself is hardl a ne! concept 1 people and businesses have been engaged in marketing for centuries. #ut !ith the passing of time$ the best marketers recogni5e and accept the fact that marketing is as much ps cholog as it is techni(ue. Combining these t!o elements effectivel can ield our business fantastic marketing results. .enerall speaking$ there are three broad t pes of marketing strategies8 =. *ffline @or traditional forms ofA marketing <. *nline marketing @!ith the arrival and development of the internetA
3. $ord#of#Mouth marketing @!hich is the oldest and arguabl

the most effective still

toda A O**%i# Mar> ti#2< The term offline market is a term that ackno!ledges the fact that the Internet has radicall altered the !a the !orld relates and communicates. *ffline marketing refers to those t pes of marketing strategies !hich have long been accepted because of their proven and consistent results. *ffline marketing can be split into three categories8

Print 1 like ne!spapers$ maga5ines$ ello! pages$ ads$ fl ers$ coupons$ etc. Television and radio -ord of mouth @!hich is important enough to talk about separatel A

34

*ther e%amples of offline marketing include billboards$ posters$ ne!spapers and mailers. Also common are the more direct methods of press releases and conferences$ and seminars. Product samples and demos are et another !a to promote a brand. *ffline marketing can be cheap or e%pensive$ but if done correctl $ is still highl effective. In fact$ despite the introduction of the internet as a po!erful marketing tool$ offline marketing still prevails as the main form of advertising for man large organi5ations. In man !a s$ offline marketing can target audiences based on behaviors and usage. 4or

e%ample$ T) advertising can target channels !atched$ times of da or even certain da s in a month. Radio ads can be targeted similarl . /e!spapers also have the abilit to target certain t pes of readers b selecting a certain ne!spaper or even a section of a ne!spaper based on !ho reads it. 4l ers and mailers can be distributed b postal area *nline "arketing8 The Internet has revolutioni5ed the !a !e !ork$ live and also "p #d 3o# )D Toda $ the Internet is a goldmine for businesses because of the abilit to reach and service customers globall !hile reducing operating costs significantl . *nline marketing offers businesses opportunities !hich !ould be insanel e%pensive in the offline !orld 1 at a fraction of the cost. Imagine !anting to broadcast an advertisement globall on T) for a ne! product 1 ho! much !ould that cost ouS -ith the Internet$ ou can accomplish that same goal at a relativel lo! cost. &till$ much of !hat is done online in terms of marketing and sales mimics the offline !orld of marketing. *nline$ ho!ever ou have the abilit to target our audience more finel 1 and more (uickl . $ There are several t pes of marketing strategies online. E%amples include...

P r*or3a#+ 3ar> ti#2 1 marketing b ad placement based on search engine (ueries$ !here the advertiser onl pa s for advertising !hen someone clicks on the ad. .oogle
35

has become the leader in performanceOsearch marketing 1 because of its po!erful search engine and data resources.

;a## r 3ar> ti#2 1 once the main form of online marketing during the tech bubble$ has lost favor to performance marketing. The once high cost of banner placements did not necessaril translate into sales conversions. #anners are no! for the most part$ considered as supplemental advertising$ e%cept !hen the banner is itself a form of conte%tual or performance marketing.

E3ai% 3ar> ti#2 a#d pr "" r % a" " 1 considered b man toda to be the RkingR of marketing online. 3ou can commonl hear marketers sa stuff like Rthe mone is in the listR !hen referring to email marketing. #e!are though that there are acceptable and unacceptable forms of email marketing. #e careful not to become a &PA" artistT

So+ia% N t=or>i#2 a#d So+ia% ;oo>3ar>i#2 1 This t pe of marketing has (uickl gained favor !ith the e%plosion of social net!orks like " &pace$ T!itter and 4acebook. The are such po!erful promotional tools that not onl businesses are tapping into them 1 so are politicians$ musicians and celebrities. ItGs phenomenal ho! (uickl !ord out about something and have it travel the !orld !ithin minutes. ou can get the

A**i%iat Mar> ti#2 4 a bit slo!er to develop than other t pes of marketing strategies online$ affiliate marketing has no! become a multi1billion dollar industr . The concept of affiliate marketing is to let !ebsite o!ners promote our products or services and give them a commission for ever sale or lead the generate for ou. ItGs a ver efficient form of marketing because the cost to set up and implement is relativel lo!$ and ou let the RrealR e%perts promote our brand for ou 1 on a performance basis.

Word o* Mo&t! Mar> ti#2 # far the most po!erful form of marketing is and !ill al!a s be !ord of mouth. People trust their friends and famil and other users more than the trust banners or ads. The po!er of !ord of mouth should not be underestimated. -ord of mouth advertising transcends be ond all other forms of marketing because it can fit into an one of them. Take for e%ample$ the logo on a can of Coke. &omeone drinks a Coke and
36

leaves the can on the table. That in itself is po!erful marketing. Even though there technicall !as no !ord of mouth$ the mere fact someone drank a Coke and left the can behind for someone else to see it ... get m driftS &ame thing !ith online marketing strategies like affiliate marketing 1 !hich is essentiall !ord of mouth. &omeone recommends a product or service on their !ebsite and the !ord gets out. "ultilevel "arketing @"+"A is entirel based on !ord of mouth advertising 1 the idea that one user introduces other users to tr and use a product$ in the hopes of converting some of those users into promoters as !ell 1 is a po!erful one. "arketing isnGt just about creating a!areness... ...itGs also about creating lo alt . # creating a consistent presence in the mind of target users$ businesses also create a sense of permanence and thus encourage users to become lo al to a brand. &uccessful businesses donGt just market to introduce ne! products or capture ne! users. The also market after1sales to upgrade or up1sell e%isting users. &ome t pes of marketing strategies are kno!n as loss1leaders. This basicall means he marketing efforts are done at a loss rather than profit 1 in order to first build up a!areness and build up a user base. *nce ou have that user base$ ou can up1sell them to more e%pensive products or full1scale services. 4or e%ample$ ou ma have received a free one month subscription for a ne!spaper. *nce ouGve become used to getting and reading the paper$ ou ma then sign up for a one ear paid subscription. &imilarl $ ou might have do!nloaded a trial version of soft!are$ !hich after the trial period$ ou didnGt !ant to stop using. The free trial period !as enough of an offer to get ou on board as a paid user. If conducted properl $ loss leader marketing can become profitable in the longer term and should be considered as one of the t pes of marketing strategies if it suits our product or service.

37

0epending on our business model and business plan 1 ou !ill !ant to e%plore !hich of these t pes of marketing strategies best fit into our sales and marketing plan.

38

CHAPTER 2

ANAL6SIS 7 INTERPRETATION

39

ANAL6SIS<

A/A+3&I& HA& #EE/ 0*/E #3 T-* "ETH*0& =. .RAPHICA+ "ETH*0 <. PERCE/TA.E "ETH*0

Lo+atio# o* i#d&"tri "

40

1. "ost of the industr of )olks!agen is concentrated aroundS

+ocation /o. of respondents Percentage

Ind. Area =;9 2BH

4ocal point ?9 CBH

&under /agar <9 >H

I#t rpr tatio# 4rom this anal sis it came to kno! that most of the industr of )olks!agen is concentrated around focal point area @CBHA and industrial area @2BHA and the then sunder nagar @>HA. -(T)p o* 3a#&*a+t&ri#2 i#d&"tr) In vi5ag !hat t pes of business are pla ing the major roleS Total no. of respondents1<29
41

T pe of "anfg. Industr /o. of industries Percentage

C cle Parts >9 C<H

Auto parts

Hosier F d eing

4orging

*thers

29 <9H

;2 =>H

C9 =<H

;2 =>H

I#t rpr tatio# 4rom this anal sis it came to kno! that in )i5ag the C<H industr is c cle industr and then follo!ed b Auto parts industr @<9HA$ Hosier @=>HA and rest b others industries. .(P r+ #ta2 o* vario&" +ar +o3pa#i " *ther than the )olks!agen $ the domestic car market is o!ned b S Total no. of respondents1<29

Preferred

"aruti

H undai

Honda

Tata

To ota

*thers
42

#rand /o. of cars Percentage

?D C?H

C2 =;H

C> =2H

C9 =<H

<9 >H

C9 =<H

I#t rpr tatio# 4rom this anal sis it came to kno! that C?H of the domestic car market is o!ned b maruti and then follo!ed b Honda@=2HA $ H undai@=;HA$ Tata@=<HA$ To ota@>HA and others@=<HA. 0(Pri+ =i" Di"tri$&tio# o* +ar" In )olks!agen !hich Price !ise 0istribution of cars !ould ou preferS Total no. of respondents1<29

Price range of Cars /o. of cars

C1Dlakhs =<9

D1=<lakhs ?2

=<1<9lakhs <9

<91C9lakhs 2

C9Ulakhs D
43

Percentage

;>H

C>H

?H

<H

CH

I#t rpr tatio# 4rom this anal sis it came to kno! that the cars !ith range C1Dlakhs holds ;>H of the market !hile the cars !ith range D1=<lakhs holds C>H of the market and rest of the market is holed b other range of cars. -hich means most of the market is hold b C1Dlakhs and D1=<lakhs cars. 1(Mod o* P&r+!a"

-hat "ode of Purchase !ould ou like for purchasing a carS Total no. of respondents1<29

"ode of Purchase /o. of respondents Percentage

Cash 2> <CH

4inance =?< DDH

44

I#t rpr tatio# 4rom this anal sis it came to kno! DDH of customer prefers to purchase cars on finance due to various reasons. And this ratio also sho! the purchasing po!er of the customer. B.Preferred #ank for 4inance Total no. of respondents1<29 -hich #ank -ould ou Prefer for 4inanceS

Preferred #ank /o. of respondents

ICICI DD

H04C ;>

/ationali5ed DC

An other 2<

45

Percentage

C=H

=?H

<?H

<=H

I#t rpr tatio# 4rom this anal sis it came to kno! C=H of people prefer ICICI bank$ <?H of people /ationali5ed bank$ =?H of people prefer H04C bank and <=H of people prefer others bank for financing the cars. Hence ICICI is the prior option chosen b the customers to finance their cars. D. In )olks!agen !hich t pe of vehicle !ould ou likeS Total /o. of respondents1<29

T pe of vehicle /o.of respondents /o.of percentage

polo ?9

)ento 2;

passat >=

/e! beetle <2

CBH

<=H

C<H

=9H

46

90 80 70 60 50 40 30 20 10 0 polo I#t rpr tatio#< 4rom this anal sis it came to kno! CBH of people prefer polo car$ <=H of people vento$ C<H of people prefer passat and =9H of people prefer one! beetle cars. Hence polo is the prior option chosen b the customers. >8 If )olks!agen is going to reposition its cars in an attempt to compete against others$ then )- must improve its @aAIualit @bA*utlook @cAInterior @dA&afet @eAAll of these. vento passat new beetle No.of percentage no.of respondents

Total /o. of respondents1<29

/o.of respondents /o.of percentage

Iualit <; =9

*utlook =2 B

Interior 22 <<

&afet D= <>

All >2 C;

47

90 80 70 60 50 40 30 20 10 0 Qual t! I#t rpr tatio#< 4rom this anal sis it came to kno! =9H of people given v! must improve Iualit $ BH of People out look$<<H of people interior$<>H of safet and C;H of people People suggested that v! can improve above all . "ut loo# $nter or %afet! &ll percentage No.of respondents

?80oes the )olks!agen brand cars are populari5ed for their look or safet S @aA +ook Total /o. of respondents1<29 @bA &afet .

/o. of respondents percentage

look =D9 B>H

safet >9 C<H

48

safet! loo# loo# safet!

I#t rpr tatio#< 4rom this anal sis it came to kno! B>H of people given v! brand cars populari5ed for their look and C<H of People like these cars for their safet . =9. 0oes the hatchback model in this compan competes !ith other compan models of this classS @aA3es @bA/o.

Total /o. of respondents1<29 3es =B9 B;H /o ?9 CBH

/o. of respondents percentage

49

No 'es 'es No

I#t rpr tatio#< 4rom this anal sis it came to kno! B;H of people given hatchbach model of )olks!agen compan competes !ith other compan models of in this class and C<H of People doesnt

agree !ith the statement.

==8Is the B98;9 split rear seat present in all other companies of its classS @aA3es Total /o. of respondents1<29 @bA/o.

/o. of respondents percentage

3es >2 C;H

/o =B2 BBH

50

No

'es 'es No

I#t rpr tatio#< 4rom this anal sis it came to kno! BBH of people given B98;9 split rear seat of )olks!agen compan doesnt present in all other models of in this class and C;H of People doesnt

agree !ith the statement

=<.0oes an other compan offers similar features as for price $ as )olks!agen is offeringS @aA3es Total /o. of respondents1<29 @bA/o.

No( o* r "po#d #t" p r+ #ta2

6 " E8 .FG

No 110 8-G

51

No

'es 'es No

I#t rpr tatio#< 4rom this anal sis it came to kno! B<H of people given that no other compan offers similar features as for price$ as )olks!agen offering and C>H of people agree !ith the statement =C80eos the marketing strateg being follo!ed b )olks!agen is effectivel used in other local automobile companiesS @aA3es Total /o. of respondents1<29 3es =DC B?H /o DD C=H @bA/o.

/o. of respondents percentage

52

No

'es 'es No

I#t rpr tatio#< 4rom this anal sis it came to kno! B?Hof people given that the marketing strateg being follo!ed b )olks!agen is effectivel used in other local automobile companies and C=H of people doesnt agree !ith others.

=;.)olks!agen !hich t pe of vehicle !ould ou prefer according to their featuresS @aATrend line @bAComfort line @cAHigh line.

/o.of respondents8<29

Tr #d %i# No( o* r "po#d #t" P r+ #ta2 -8G B2

Comfort line ?C

Highline ?<

.HG

.HG

53

100 90 80 70 60 50 40 30 20 10 0 (rend l ne I#t rpr tatio#< o)fort l ne * g+ l ne

percentage no.of respondents

4rom this anal sis it came to kno! <BH of people prefer trend line of )olks!agen according their features and CDH of people e(uall preferred comfort line and high line.

Iuestionnaire for Emplo ees8 =2. -hois our target group based on economic status aAHigh level bAmiddle level cAAbove middle level No( o*R "po#d #t" 1H 1. H . Tota% 1@ dA lo! level P r+ #ta2 BGC .0 -8 10 8 1@@

Parti+&%ar" High level Above middle level "iddle level +o! level

54

6 14 34

High levvel Above middle level Middle level Low level 26

I#t rpr tatio#<The above anal sis sho! that out of 29 respondents C;H of people !ere responded to High level$ <BH of people !ere responded to Above middle level$ =;H !ere responded for its "iddle level and rest of BH members !ere responded for +o! level. =B.-hich marketing strateg mostl follo!ed b )olks!agenS aA*ffline marketing Parti+&%ar" *ffline marketing *nline marketing -ord of mouth bA*n line marketing No(o* R "po#d #t" 1-1 1@ H1 Tota% -1@ cA-ord of mouth P r+ #ta2 BGC 1@ -@ .@ 1@@

55

I#t rpr tatio#< The above anal sis sho! that out of <29 respondents 29H of people !ere responded for off line marketingstrateg $ <9H of people !ere for responded *n line marketing &trateg $ C9H of people !ere responded for-ord of mouth =D.-hat are the various promotional techni(ues of )olks!agen that are attracting customersS aA Advertisements Parti+&%ar" Advertisements 0emos Posters others $C 0emos cA Posters dC*thers P r+ #ta2 BGC .0 00 18 8 1@@

No(o*R "po#d #t" 1H -F . Tota% 1@

56

I#t rpr tatio#< The above anal sis sho! that out of 29 respondents C;H of people !ere attracted toAdvertisements$ ;;H of people !ere attracted to 0emos$ =BH of people !ere attracted to its print media like posters and the BH people !ere attracted to promotional techni(ues C got attracted. =>.-hat are the safet features consists b the )olks!agenS aAAir bags above Parti+&%ar" Airbags C entral locking Pinch guards navigators All the above No(o*R "po#d #t" @ @ @ @ 1@ Tota% 1@ P r+ #ta2 BGC @ @ @ @ 1@@ 1@@ bAcentral locking cAPinchguards dAnavigators eAAll the

57

0 0 0

Air bags e!"ral lo #i!g $i! h ga%rds !aviga&ors 100 All &he above

I#t rpr tatio#<The above anal sis sho! that out of 29 respondents$=99H of people said that the )olks!agen consitsts all the safet features !hich are mentioned in the options. =? .-hat is the sellingprocess ourCarsS aA0irect personal sale dA&ho! room sales Parti+&%ar" 0irect personal selling 0irect online sale Indirect through channels &ho! room sales Tele marketing bA0irect onlinesal eATelemarketing No(o* R "po#d #t" -. 1 8 11 1 Tota% 1@ P r+ #ta2 BGC 08 1@ 1-1@ 1@@ cAIndirect though channels

58

I#t rpr tatio#<The above anal sis sho! that out of 29 respondents ;BH of people !ere responded to 0irect personal selling$ =9H of people !ere responded to 0irect online selling$ =<H of people !ere responded to its Indirect through channels <<H members !ere responded for &ho! room sales and rest of people !ere responded for telemarketing.

CHAPTER 8 8(1( FINDINGS 8(-( S5GGETIONS 8(.( S5MMER6 8(0(CONCL5SION

59

8(1( FINDINGS
=.

)olks!agen is one of the oldest and popular automobile compan in the !orld."ost of the people does not purchase the volks!agen cars. )olks!agen gives importance to safet than looks. That is the reason$ all its models consists more of safet features than of rest comparativel . The price of the car is little bit higher than the ordinar ones as it is an international brand. )olks!agen is offering up highl advanced technolog in its class segment$ !hich are being offered b companies like #"- and "ercedes #en5.

<.

C.

;.

2.

There is a centrali5ed governing structure implemented in )olks!agen$ so that the results !ould be more effective and efficient. "arketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives. . 4rom m vie!point$ )- has lost it's competitive advantage as a european automaker and has tried to shift to a mainstream competitor. Perhaps$ as ou noted$ in order to gain more market share in the E&. Their CC !as poorl revie!ed and accepted and the
60

B.

7.

V=99$999 -=< did not fit in !ith an strateg former or latter. Am a current supporter of .erman engineering. Their shift to the mainstream ma prove to be the source of future competitive disadvantage b not providing a heterogeneous product at an affordable price.
8.

If )- is going to reposition its cars in an attempt to compete against To ota$ then )must improve its (ualit . Their initial (ualit ratings are favorable for a European nameplate but the do not rival Honda's$ H undai's$ and To ota's.

9.

The decision to build cars in America represents another (uestionable decision. The (ualit of the last American produced )- !as reall bad. Has )- learned an thing from its previous fora into American1based productionS Can )- learn to build a (ualit car that e%ceeds Honda's$ H undai's and To ota'sS

S5GGETIONS

)olks!agen should increase their service stations. 4acilities regarding after sales services should be increase.

People !ere not a!are about )- brand$ there should be more brand a!areness in the market.

The distributor in )isakhapatnam is located in .aju!aka. It !ould be better if it is located in other high class area.

The should increase advertisement activities.

61

 The should promote more road sho!s in the respective areas.

The compan should promote about the entire feature offered b it.

Introduce Percentage on each car sale so that sales e%ecutives !ill be more focused on customer conversion.

The servicing costs and the costs of spares should be decreased if not that might be one of the reason for reduction of sales

S5MMER6 Vo%>"=a2 #I" Mar> ti#2 Strat 2) i# I#dia< The case e%amines the marketing strategies of )olks!agen .roup India$ the Indian subsidiar of .erman automobile manufacturer$ )olks!agen A. @)olks!agenA. )olks!agen entered the Indian passenger car market in <99= b launching its car brand 1 &koda. In <99D$ t!o of its other brands Audi and )olks!agen$ !ere also launched inIndia. )olks!agen .roup India emphasi5ed on all aspects of marketing mi% including product$ price$ place and promotion. The compan offered three brands including Audi$ &koda and )olks!agen that together comprised of =2 different models as of late <99?. )olks!agen .roup India mainl catered to the lu%ur segment of the Indian car market. The compan had established presence in India through separate distribution channels for each of its brands.In its initial ears$ )olks!agen .roup India primaril used the print media to promote its products. Ho!ever$ considering the gro!th potential ofIndiaGs automobile market$ the compan started using electronic$ digital and out of home media along !ith print media. In /ovember <99?$ the compan launched an integrated marketing campaign to strengthen its brand image. The case describes the marketing campaign and ends !ith a discussion on the gro!th prospects of the compan in future.

62

I&&EE&8 W Enderstand the d namics of the Indian passenger car market. W E%amine the gro!th strategies of )olks!agen .roup India over the ears. W Anal 5e the marketing strategies of )olks!agen .roup Indi

W &tud the future prospects of )olks!agen .roup India.

(CONCL5SION

The above stud sho!s that volks!agen industr is manufacturing industr and most of the industr resides in focal point and industrial area. In manufacturing industr c cle industr $ auto parts industr and hosier industr are major industries. And among car companies maruti holds the major part of the market follo!ed b H undai$ Honda$ Tata and then other companies. And most number of cars hold b customers are in the range C1Dlakhs @C2HA and then D1=<lakhs range. "ost of the customers @DDHA prefer to purchase cars on finance. "ost customers change their cars after C1; ear interval. As this result ma not be suitable to all the regions of the countr because of the culture$ standard of living and volume of the market. The research concludes that )olks!agen have great opportunit to penetrate in the market.

63

ANNE9T5RE

64

:5ESTIONNAIRE FOR THE MARKETING STRATEGIES /ame8 Age 8 *ccupation8 =8 "ost of the industr of )olks!agen is concentrated around @aA4ocal point @bAIndustrial area @cA *ther place.

<. In vi5ag !hat t pes of business are pla ing the major roleS aAc cle parts bAAuto parts cAHosier Fd eing dA4ording eA *thers

C8*ther than the )olks!agen $ the domestic car market is o!ned b @aA"aruti @bA Honda @cA H undai @dATata @eATo ota @fA *thers.

;8In )olks!agen !hich Price !ise 0istribution of cars !ould ou preferS @aAC1Dlakhs @bAD1=<lakhs @cA =<1<9lakhs @dA<91C9lakhs @fAC9Ulakhs.

28 -hat "ode of Purchase !ould ou like for purchasing a carS @aACash @bA4inance @cA*ther.

B8 -hich #ank -ould ou Prefer for 4inanceS @aAICICI @bAH04C @cA /ationali5ed @dAAn other.

65

D8In )olks!agen !hich t pe of vehicle !ould ou likeS @aAPolo @bA)ento @cAPassat @dA/e! beetle.

>8 If )olks!agen is going to reposition its cars in an attempt to compete against others$ then )- must improve its @aAIualit @bA*utlook @cAInterior @dA&afet @eAAll of these.

?8 0oes the )olks!agen brand cars are populari5ed for their look or safet S @aA +ook @bA &afet

=98 0oes the hatchback model in this compan competes !ith other compan models of this classS @aA3es @bA/o.

==.Is the B98;9 split rear seat present in all other companies of its classS @aA3es @bA/o.

=<..0oes an other compan offers similar features as for price $ as )olks!agen is offeringS @aA3es @bA/o.

=C.0oes the marketing strateg being follo!ed b )olks!agen is effectivel used in other local automobile companiesS @aA3es @bA/o.

=;.In )olks!agen !hich t pe of vehicle !ould ou prefer according to their featuresS @aATrend line @bAComfort line @cAHigh line. Iuestionnaire for Emplo ees8
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=2. -hois our target group based on economic status aAHigh level bAmiddle level cAAbove middle level dA lo! level

=B.-hich marketing strateg mostl follo!ed b )olks!agenS aA*ffline marketing bA*n line marketing cA-ord of mouth

=D.-hat are the various promotional techni(ues of )olks!agen that are attracting customersS aA Advertisements bA 0emos cA Posters dA*thers

=>.-hat are the safet features consists b the )olks!agenS aAAir bags bAcentral locking cAPinchguards

dAnavigators

eAAll the above

=? .-hat is the selling process our CarsS aA0irect personal sale dA&ho! room sales bA0irect onlinesale eATelemarketing cAIndirect though channels

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;I;LIOGRAPH6

;OOKS REFERRED <

Internal records of the VOLKSWAGEN( Research methodolog ' C.R. kothari.

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"arketing management8 Philip ,ottler "arketing management8 Ramas!am F Ramakumari Principles and application8 0.0. &harma

WE;SITES<4 http8OO !!!.volks!agen.co.in http8OO !!!.InfoP)!1Atrcars.co.in http8OO !!!.automobile.comX http8OO !!!.google.com

Ma2aJi# " Autocar *ver0rive Sta** o* ATR CARS PVT(LTD

Data provid d ! r i" #ot a$"o%&t '(it" o#%) *or r * r #+

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