PROJECT

OF

INTEGRATED MARKETING COMMUNICATION

ON

“IMC PLAN OF VOLKSWAGEN, AD CAMPAIGN OF NEW VOLKSWAGEN

VENTO”

INTEGRATED MARKETING COMMUNICATION

Integrated Marketing Communications (IMC) is the coordination and integration of all

marketing communication tools, avenues, functions and sources within a company into a

seamless program that maximizes the impact on consumers and other end users at a minimal

cost. It aims to ensure consistency of message and the complementary use of media. The concept

includes online and offline marketing channels.

Online marketing channels include any e-marketing campaigns or programs, from search engine

optimization (SEO), pay-per-click, affiliate, email, banner to latest web related channels for

webinar, blog, micro-blogging, RSS, podcast, Internet Radio and Internet TV.

Offline marketing channels are traditional print (newspaper, magazine), mail order, public

relations, industry relations, billboard, traditional radio, and television. A company develops its

integrated marketing communication programme using all the elements of the marketing mix

(product, price, place, promotion and public relations).

Integrated marketing communication is integration of all marketing tools and resources within a

company to impact consumers, and maximize profit at minimal cost. Generally marketing starts

from "Marketing Mix". Promotion is one element of Marketing Mix. Promotional activities

include Advertising (by using different media), sales promotion (sales and trades promotion),

and personal selling activities. It also includes internet marketing, sponsorship marketing, direct

marketing, database marketing and public relations. And integration of all these promotional

tools along with other components of marketing mix to gain edge over competitor is called

Integrated Marketing Communication.

Using outside-in thinking, Integrated Marketing Communications is a data-driven approach that

focuses on identifying consumer insights and developing a strategy with the right (online and

offline combination) channels to forge a stronger brand-consumer relationship. This involves

knowing the right touch points to use to reach consumers and understanding how and where they

consume different types of media. Regression analysis and customer lifetime value are key data

elements in this approach.

The starting point of the IMC is the marketing mix (Product, Price, Promotion, and Place) which

involves different types of marketing, advertising and sales. Without a complete IMC plan there

is no integration or harmony among client and customers. The goal of an organization is to create

and maintain communication throughout its own employees and throughout its customers.

In order to achieve such goal a marketing plan is created which consists on the following steps:

1. Situation Analysis

2. Marketing Objectives

3. Marketing Budget

4. Marketing Strategies

5. Marketing Tactics

6. Evaluation of performance.

IMC TOOLS:

Advertising:

Advertising is a form of communication intended to persuade an audience (viewers, readers or

listeners) to purchase or take some action upon products, ideals, or services. It includes the name

of a product or service and how that product or service could benefit the consumer, to persuade a

target market to purchase or to consume that particular brand. These brands are usually paid for

or identified through sponsors and viewed via various media. Advertising can also serve to

communicate an idea to a large number of people in an attempt to convince them to take a certain

action.

Sales promotions:

Sales promotions are another way to advertise. Sales promotions are double purposed because

they are used to gather information about what type of customers you draw in and where they

are, and to jumpstart sales. Sales promotions include things like contests and games,

sweepstakes, product giveaways, samples coupons, loyalty programs, and discounts. The

ultimate goal of sales promotions is to stimulate potential customers to action.

Public relations (PR):

Public relation (PR) is the practice of managing communication between an organization and

its publics. It is a marketing communication function that deals with the public issues

encountered by firm across a wide range of constituents.

It is a management function that has its primary responsibility of communicating and gaining

acceptance of the organization’s policies and programmes within various communities. Publicity

is an important component of Public relation.

About Volkswagen

The name “Volkswagen” in German means “peoples car”. Thus Volkswagen is a German

Automobile company making world class cars.

Volkswagen Europe’s most successful car brandis globally represented by 9 brands- Audi,

Bentley, Bugatti, Lamborghini, Scania, Seat, Skoda, Volkswagen Commercial Vehicles

(Volkswagen Nutzfahrzeuge) and Volkswagen Passenger Cars. The product range extends from

low-consumption small cars to luxury class vehicles and trucks. The Group operates 60

production plants around the world. In total more than 370,000 employees produce more than

26,600 vehicles or are involved in vehicle-related services each working day.

About Volkswagen India

With its headquarters in Pune, Maharashtra (India), the Volkswagen Group is represented by

three brands in India: Volkswagen, Audi and Skoda.

The Volkswagen Group is completing 10 years of its India journey which began with the entry of

the Skoda brand in 2001, Audi brand and Volkswagen brand in 2007. Each brand has its own

character and operates as an independent entity in the market.

Volkswagen Group India is a part of Volkswagen AG, which is globally represented by 9

brands- Audi, Bentley, Bugatti, Lamborghini, Scania, Seat, Skoda, Volkswagen Commercial

Vehicles and Volkswagen Passenger Cars.

The product range extends from low-consumption small cars to luxury class vehicles and trucks.

The Group operates 60 production plants around the world.

The highest volume brand of the Group is Volkswagen. Europe’s most successful car brand has

made successful inroads into the Indian market. Volkswagen presents itself in a variety of

segments as a premium manufacturer of high-volume models.

From December 12, 2009 the new Pune plant has started rolling-out the hatchback version of the

Volkswagen Polo.

Some of the innovations of Volkswagen in cars:

New Polo

German engineering. Made in India.

New Beetle

German engineering. Recreating Legends.

Touareg

German engineering. Road Dominating.

Jetta

German engineering. For Dynamic Performers.

Passat

German engineering. Overwhelming Comfort.

Phaeton

German engineering. Handcrafted Luxury.

IMC Tools Used By Volkswagen India

Advertising

Sales promotion

Public relation

Volkswagen advertising

In 1949, William Bernbach, along with colleagues, Ned Doyle and Maxwell Dane, formed Doyle

Dane Bernbach (DDB), the Manhattanadvertising agency that would create the revolutionary

Volkswagen ad campaigns of the 1950s and 1960s.

Bernbach's artistic approach to print advertising was innovative, and he understood that

advertising didn't sell products. The strategy was to keep customers by creating and nurturing

them as brand ambassadors rather than attempting to attract the attention of those who were

uninterested in the product. Bernbach's team of "agency creatives" was headed by Helmut Krone,

who pioneered the idea of simplicity in print media advertisements. His repeated use of

photographs as opposed to the embellished illustrations used traditionally by competing

agencies, spawned comfortably-consistent, yet unique, print ads that met DDB's goal of making

a stark departure from existing advertisement techniques.

The corporate headquarters and factory that produced Volkswagens was located in Wolfsburg,

Germany. Because Volkswagen’s advertising budget in 1960 was only $800,000 DDB’s bare-

bones, black-and-white approach, coupled with a projected common theme of irreverence and

humor, fit Wolfsburg’s needs well. Each Volkswagen ad was designed to be so complete that it

could stand alone as a viable advertisement, even without addressing all aspects of the

automobile.

Taken as a sign of the campaign's runaway success, research by the Starch Company showed that

these Volkswagen advertisements had higher reader scores than editorial pieces in many

publications, noting that Volkswagen advertisements often didn't even include a slogan or logo.

The 1959 Think Small Volkswagen series of advertisements were voted the No. 1 campaign of

all time in Advertising Age’s 1999 The Century of Advertising

About The Corporate Ad:

There was a corporate Ad of Volkswagen India in which they have shown their innovation for

cars for all class of people.

Target Audience: All segment of people who are car users.

Message through the Ad:

• You value things that never go out of style(BEETLE)

• So Do We

• You take the responsibility to bring comfort to those you love.(PASSAT)

• So Do We

• You always want to finish first.

• So Do We

• You look out for the ones you care about.(VENTO)

• So Do We

• You value saving up.(NEW POLO)

• So Do We

• You want only the best for the ones you love.(JETTA)

• So Do We

• You innovate to add luxury to your life.(PHAETON)

• So Do We

• You find innovative ways of being on top of the world.(TOUAREG)

• So Do We

• You inspire us to constantly innovate.

• Create Better Value

• And be responsible.

In their corporate Advertisement they have shown and related their cars with various emotional

factors and usage. They have also given the message that they are inspired from the people and

thus through inspiration they innovate the cars for people since the name itself says people’s car

(Volkswagen)

Volkswagen IMC Strategies

• Volkswagen Group India primarily used the print media to promote its products.

However, considering the growth potential of India's automobile market, the company

started using electronic, digital and out of home media along with print media.

• The company launched an integrated marketing campaign to strengthen its brand image.

• In India Volkswagen Launched their marketing campaign with the tag line “Volkswagen

Das Auto” here Volkswagen means people’s car but the term “Das Auto” means “The

Car” normally people thought the term Das Auto as Volkswagen has merged or ventured

with some Indian company Das Auto as the word Das in India is used as name of a

person, but it was something else it was the marketing campaign with the tagline DAS

AUTO that Volkswagen launched in India.

• The marketing campaign in India involved various IMC tools like,

– Print Ad Campaign

– Print Ads & Innovative talking Newspaper Ad

– TVCs

About Volkswagen Vento

The Volkswagen Vento is a car created out of pure passion. From the smooth exterior lines to the

exquisite interiors, every part of the Vento epitomizes best in class. It’s something you’ve never

experienced before.

Design

Every Volkswagen is designed to appease the senses through both, form and content. Beginning

from the elegantly designed headlights to the chrome accented front grille, every detail is

harmonised as per the Volkswagen design philosophy. The interiors of the Vento are your

personal refuge from the cares of this world.  The soothing colours and the impeccable finish are

all typical of a Volkswagen.

Safety

Safety features are designed and developed to ensure that while you’re driving the Vento, you

drive it with assured pleasure. With its robust design and superior engineering that has its genesis

in an ultra high-strength steel frame, the Vento offers exceptional safety with a tough build that

is reassuring, every time you feel the heft of the doors and the thump of its boot closing.

Performance

While crafting the Vento, our engineers left no stone unturned. Its engine is designed to deliver

exceptional performance, impressive power and smooth handling together with ground-breaking

economy. The Vento offers two 1.6L variants available in a choice of diesel and petrol.

Volkswagen launches the New Vento at Rs 6.99 lakhs.

On August 12, 2010: Volkswagen, Europe’s largest car maker launched it’s much

awaited entry level premium sedan the Vento.

Volkswagen Vento is known for Design, Comfort, Safety& Performance.

The Vento is available to customers starting at Rs 6.99 lakhs, for the 1.6 litre petrol

variant and Rs. 7.99 lakhs for the diesel variant.

Vento Ad Campaign:

The company launched an integrated marketing campaign to strengthen its brand image.

Print Ad Campaign

Print Ads & Innovative talking Newspaper Ad

TVCs

Print Ad

This was the print Ad which was published in various newspapers like The Times Of

India, The Hindu, etc.

Innovative News Paper Ad

Volkswagen launched its campaign for the New Vento with an innovation in the

Tuesday September 21, 2010 edition of The Times of India and The Hindu. 

As readers opened the newspaper a light-sensitive chip attached to the page announced

the arrival of “a perfectly engineered car” – the Vento.  

The ad was created by DDB India, a unit of DDB Mudra, which is one of the four

agency networks of the Mudra Group.

Speaking on this innovation, Lutz Kothe, head of marketing & PR, Volkswagen

Passenger Cars, Volkswagen Group Sales India, said “At Volkswagen, innovation is a

way of life,It extends beyond our cars to even the way we communicate which reflects

in this initiative.” The idea, based on musical greeting cards, came from his 14 year old

niece. 

Volkswagen is believed to have spent Rs50m (US$1.1m) on a one-time audio

advertisement in print for its entry-level Vento sedan in India.

Peoples Involved in the successful Vento Ad Campaign: 

CEO DDB Mudra: SandeepVij

President DDB India: Rajiv Sabnis

Creative Team: 

o Chief Creative Officer: Bobby Pawar

o National Creative Head: Rajeev Raja

o AnshumaniKhanna

Account Management: 

o Vice President: AshishMarwah 

o GiridharBhat

o Punit Bhatt

Planning Team:            

o Vice President: Micheal Follett 

The OEM used a voice-recorded device pasted on two English newspapers. Volkswagen

used this campaign to reach readers in Delhi, Mumbai, Bangalore, Pune and Chennai.

"2.2 million Chips were specially sourced for the one time exercise. We have been

working on this for the last six months in order to bring out the advertisement," Press

Trust of India quotes Mediacom managing director DivyaGururaj as saying.

The devices played the audio version of an advertisement for the Vento, which was

launched in the market last month, carrying a price tag ranging from Rs699, 000 to

Rs799, 000.

The aim was to be able to emotionally connect to our customers with this product and

what better way than being able to directly speak to them with the aid of a newspaper.

Thus:So it wasn’t just the ad that did the talking but got its readers talking

about it too!

Public Relation:

They tried to maintain public relation by:

Organizing sports events

CSR Activities

Volkswagen India celebrated the World Environment Day through a tree plantation ceremony at

its manufacturing facility at Chakan, Pune.

Volkswagen employees planted 250 trees to encourage green surroundings at the facility. Mr.

Joerg Mueller, President, Volkswagen India also participated in the initiatives.

Conclusion:

The IMC strategies used by Volkswagen were so effective that it created huge awareness as they

did buzz marketing. Thus we can say the IMC tools used properly can be very much helpful for

the company and products.