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` A process allowing organizations to


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
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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
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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´

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` 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.
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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
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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.
"