business organisation 75
Post on 04-Apr-2018
224 Views
Preview:
TRANSCRIPT
-
7/31/2019 Business Organisation 75
1/20
qwertyuiopasdfghjklzxcvbn
mqwertyuiopasdfghjklzxcv
bnmqwertyuiopasdfghjklzx
cvbnmqwertyuiopasdfghjkl
zxcvbnmqwertyuiopasdfghj
klzxcvbnmqwertyuiopasdfg
hjklzxcvbnmqwertyuiopasd
ghjklzxcvbnmqwertyuiopa
sdfghjklzxcvbnmqwertyuio
pasdfghjklzxcvbnmqwertyuopasdfghjklzxcvbnmqwert
yuiopasdfghjklzxcvbnmqwe
rtyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbn
mqwertyuiopasdfghjklzxcv
bnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjkl
Business Organisation &Management
Project
12/12/2011
-
7/31/2019 Business Organisation 75
2/20
This project entitled Comparative Study of Advertising analysis ofVolkswagen & Volvo is
Volkswagen Volvo
www.volkswagen.com www.volvo.com
Submitted by Students of Aroma College of Commerce
of
Third Year B. Com
_
Meera Thaker, Palak Upadhaya, Rutumbhara Yagnik, Shefali Singh,
Sudha Yadav, Swati Trivedi and.
http://www.volkswagen.com/http://www.volvo.com/http://www.volkswagen.com/http://www.volvo.com/ -
7/31/2019 Business Organisation 75
3/20
We hereby acknowledge the courtesy and prompt
response of all those people without whom this project would not been done.The satisfaction euphoria that accompanies the successful completion of any
work would be incomplete, unless we mention the name of the person, whose
constant guidance and encouragement served as a beckon of light and crowned
our efforts with success. We consider it a privilege to express through the pages
of this report, a few words of gratitude and respect to those who guided us in the
completion of this project prepared on the topic Comparative study ofadvertising strategies of Volvo & Volkswagen.
First of all we thank the Almighty God, due to whose
grace we were able to prepare this report. We extend our heartfelt thanks to our
beloved parents without whose support we would not have reached here. We
would also like to extend our grateful appreciation to Mrs. Nirjari and Prof.
Jaynil Dave for their guidance and support in this part of my academics. We are
even deeply thankful to all our professors and the principal for making us who
we are by teaching & guiding us. Also we give our heartfelt thanks to all our
dear friends for helping us to complete the project. They constantly guided us
from the first day till the completion of our project.
Last but not the least, we would like to thank each other ourselves
for preparing this project. It was an enriching and enlightening experience to
work together, without each others support this project would not be possible.
by, Meera Thaker, Palak Upadhaya, Rutumbhara Yagnik,
Shefali Singh, Sudha Yadav and Swati Trivedi.
-
7/31/2019 Business Organisation 75
4/20
Contents___________________________________
Declaration....................................................................................... 2
Acknowledgement........................................................................... 3
Preface............................................................................................. 5
Automobile sector........................................................................... 6
In Brief............................................................................................ 8
Meaning
Quarters
Brands & Products
Management
Aim
Over view........................................................................................ 10
History............................................................................................. 12
Advertising...................................................................................... 18
-
7/31/2019 Business Organisation 75
5/20
Preface_______________________________________
This project is based on Advertising Strategies of two
automobile companies i.e. Volkswagen & Volvo. India with its growing
economy rate is largely due to industrial development especially automobile
sector. The two-wheelers and three-wheelers sales are surplus to the Indian
Economy. This projects main motive was to compare the two car
manufacturers advertising strategies and which one of them has been the most
successful in having the major junk in the pie.
The reason to take Volkswagen & Volvo as the two
automobiles is: They have been just recently introduced themselves in the
Indian market which is much competitive already because of Tata, Maruti,
Mahindra and Mahindra, Hyundai, Suzuki, etc. So the main question is how did
they compete this market and brought themselves forefront; what were theirstrategies? Our main objective here is to find out information, compare and
critically analyse the competitive advertising strategies of both the companies.
This project has been completed by collecting information
from net services; like Google, Facebook, and their individual Websites. In the
entire project we learnt how various aspects like consumer behaviour,
advertising, stability/consistency, its run-down/maintenance, etc. affects the
manufacturing of the product.
Needless to say errors and omissions are bound to occur but we ruminate that
this project will find itself into the proper context with its readers.
by, Meera Thaker, Palak Upadhaya, Rutumbhara Yagnik,
Shefali Singh, Sudha Yadav and Swati Trivedi.
-
7/31/2019 Business Organisation 75
6/20
Automobile Sector_____________________________
The Automotive industry in India is one of the largest in
the world and one of the fastest growing globally. India manufactures over 11
million vehicles (including 2 wheeled and 4 wheeled) and exports about 1.5
million every year. It is the world's second largest manufacturer of motorcycles,
with annual sales exceeding 8.5 million in 2010. India's passenger car and
commercial vehicle manufacturing industry is the seventh largest in the world,
with an annual production of more than 2.6 million units in 2010. In 2010, India
emerged as Asia's fourth largest exporter of passenger cars, behind Japan, South
Korea and Thailand.
As of 2010, India is home to 40 million passenger vehicles
and more than 2.6 million cars were sold in India in 2010 (an increase of 26%),
making the country the second fastest growing automobile market in the world.
According to the Society of Indian Automobile Manufacturers, annual car sales
are projected to increase up to 5 million vehicles by 2015 and more than
9million by 2020. By 2050, the country is expected to top the world in car
volumes with approximately 611 million vehicles on the nation's roads. A
chunk of India's car manufacturing industry is based in and around the city of
Chennai, also known as the "Detroit of India".
India is on every major global automobile players roadmap and it isnt hard to
see why:
India is on top for producing automobiles & its parts.
India is the fourth largest passenger car maker in Asia.
India is supposed to be the second largest car maker in 2016.
-
7/31/2019 Business Organisation 75
7/20
The Indian automobile market is accounting for 60
per cent of the country's automotive exports. The Maharashtra is a vehicular
production hub with General Motors, Volkswagen/Skoda, Mahindra and
Mahindra, etc. Tata Motors has set up facilities in Ahmedabad with Tata Motors
- Nano plant and Halol with General Motors and in Maharashtra, Kolkata, West
Bengal are some of the other automotive manufacturing regions around the
country. Gurgaon near New Delhi are hubs where all of the Maruti Suzuki cars
in India are manufactured.
-
7/31/2019 Business Organisation 75
8/20
Volkswagen :-
In Brief______________________________________
Meaning: The word Volkswagen means "people's car" in German, it is
pronounced as [ f lks va n ]. The Volkswagen logo is simplistic it
contains the letters V and W for Volks means folks or people and Wagen
means car or as used to be said in olden times wagon. Its current tagline is Das
Auto which means The Car in English.
Quarters: The Volkswagen Group has its headquarter in Wolfsburg (Germany)
which is one of the leading automobile manufacturers in the world and the
largest car producer in Europe.
Brands & Products: The Group is made up of nine brands from seven
European countries which are: Volkswagen, Audi, SEAT, koda, Volkswagen
Commercial Vehicles, Bentley, Bugatti, Lamborghini and Scania. Each brand
has its own character and operates as an independent entity on the market. The
product range extends from low-consumption small cars to luxury class
vehicles. In the commercial vehicle sector, the product offers buses, heavy
trucks and spans pick-ups. The Volkswagen Group's models are sold in more
than 150 countries all over.
Management: The Board of Management of Volkswagen AG comprises eight
members. Each Board Member is responsible for one or more functions within
the Volkswagen Group. Prof. Dr. Martin Winterkorn is the Chairman & Prof.
Dr. rer. nat. Martin Winterkorn is the Chairman of the Board of Management of
Volkswagen AG.
Aim: The aim of the Group is to offer attractive, safe, environmentally friendlyvehicles which are competitive on an increasingly tough market and which set
-
7/31/2019 Business Organisation 75
9/20
Volvo :-
world standards and represent the global benchmark in their
respective classes.
Meaning: Volvo means "I roll" in Latin,
conjugated from "volver", in relation to ball
bearing. The Volvo symbol is an ancient chemistry sign for iron. The iron sign
is used to symbolize the strength of iron used in the car as Sweden is known for
its quality iron. The circle represents a shield and the arrow is the arrow of
Mars, another symbol for iron. The diagonal line (a strip of metal) across the
grille came about to hold the actual symbol, a circle with an arrow, in front of
the radiator.
Quarters:The Volvo factory has its headquarters in Hisingen, near Gothenburg
(Sweden). It is a Swedish builder of commercial vehicles, including trucks,
buses and construction equipment.
Brands & Products: Volvo consists subsidiaries such as Volvo Aero, VolvoBuses, Volvo Cars, Volvo Financial Services, Volvo Pento, Volvo Trucks,
Mack Trucks, Renault Trucks, UD Trucks and Volvo Construction Equipment.
Though the main activity of the company is to own, maintain, protect and
preserve the Volvo trademarks (including Volvo, the Volvo device marks (grille
slash & iron mark) (Volvo Aero) and (Volvo Pento) on behalf of its owners and
to license these rights to its owners.
Management: Volvo Trademark Holding AB is equally owned by AB Volvo
and Volvo Car Corporation. Louis Schweitzer is the Chairman of the Board of
Directors which consists of nine members elected in the Annual General
Meeting. Olof Persson is the President and Chief Executive Officer of Volvo
Group.
-
7/31/2019 Business Organisation 75
10/20
Aim:The Volvo Group's aim is to be valued as the world's leading supplier of
commercial transport solutions, of superior quality, safety and environmental
care for demanding customers in selected segments. The Volvo Group
summarize that they stand for and what they focus on.
Overview_____________________________________
Volkswagen :-
Volkswagen is the world's third largest automobile
manufacturer. The company is headquartered in Wolfsburg, Lower Saxony,Germany. Volkswagen is the original marque within the Volkswagen Group,
which includes the car marques Volkswagen, Audi, SEAT, koda, Volkswagen
Commercial Vehicles, Bentley, Bugatti, Lamborghini and Scania.
Volkswagen India Private
Limited is a subsidiary of Volkswagen Group Sales India Private Limited that
assembles, manufactures and distributes Volkswagen vehicles in India with
headquarters in Chakan, Maharashtara. It was established in 2007. In the year
2010, VIPL recorded sales of 32,627 vehicles against 3,039 vehicles sold during
the year 2009 and registered a sales growth of over 1,000%Volkswagen, one of
the largest car manufacturers in Europe, is betting big on India with its small car
portfolio.
Volkswagen Group is banking on India in a big way
for their growth in the future. Experts predict a huge increase in the overall
-
7/31/2019 Business Organisation 75
11/20
Volvo :-
demand for cars in India from 1.4 million units in 2009 to more than
2 million cars per year by 2014. As a part of the market development
Volkswagen Group aims to increase their market share by 8-10% within the
next four to six years, Kurt Rippholz, spokesperson of Volkswagen group said.
When Ford acquired Volvo in 1999 for 6.4 billion
dollars, it became the second car manufacturer in Europe. It is a sure bet that it
never occurred to Ford, or anyone else maybe, that a mere 11 years later, it
would be selling its prestigious acquisition to a young company in the car
manufacturing business, unknown outside of its home country, and for a mere
1.8 billion dollars.
Volvo Company was founded in Gothenburg, Sweden
at April 14, 1927. AB Volvo is a Swedish builder of commercial vehicles,
including trucks, buses and construction equipment. Volvo also supplies marine
and industrial drive systems, aerospace components and financial services. It
started out as a car manufacturer on 14 April 1927, when the first car, the Volvo
OV 4 series, affectionately known as "Jakob", rolled out of the factory in
Hisingen, Gothenburg. The trademark Volvo (which is Latin for "I roll" or "I
go") was first registered by a roller ball bearing maker SKF (Svenska
Kullagerfabriken AB) on 11 May, 1915.
Volvo Auto
India is a relatively new operator in India, which is a gigantic and fast-growing
market, besides being one of the most competitive in the world. Volvo
-
7/31/2019 Business Organisation 75
12/20
established a presence in India just over two years ago and has since then
worked intensively to market the Swedish brand. With a corporate office in
Gurgaon, Volvo Cars opened its first dealership in Chandigarh in March 2008
and currently markets its products through its dealerships in New Delhi,Mumbai, Chandigarh, Hyderabad, Kochi and Pune.
History______________________________________
_
Volkswagen :-
On May 28th, 1937 the company
known as "Gesellschaft zur Vorbereitung des
Deutschen Volkswagens mbH" was founded,
by the Nazi trade union, the German LabourFront (Deutsche Arbeits front). In the early
1930s German auto industry was still largely
composed of luxury models, and the average German rarely could afford
anything more than a motorcycle. Seeking a potential new market, some car
makers began independent "peoples' car" projects Mercedes' 170H, Adler's
Auto Bahn, Steyr 55, Hanomag 1,3L, among others. Also, in Czechoslovakia,
the Hans Ledwinka's penned Tatra T77, a very popular car amongst the German
elite, was becoming smaller and more affordable at each revision (going as far
as advertising it as the "German Volkswagen").
In 1933, with many of the above projects still in
development or early stages of production, Adolf Hitler declared his intentions
for a state-sponsored "Volkswagen" program. Hitler required a basic vehicle
-
7/31/2019 Business Organisation 75
13/20
capable of transporting two adults and three children at 100 km/h (62 mph). The
"People's Car" would be available to citizens of the Third Reich through a
savings scheme at 990 Reich mark, about the price of a small motorcycle (an
average income being around 32RM a week).
In early 1938, in what is today Wolfsburg, work began
on construction of the Volkswagenwerk plant which was to house production of
the new vehicle designed by Ferdinand Porsche. Then after the end of the
Second World War, in mid June 1945, responsibility for Volkswagenwerk was
placed in the hands of the British Military Government. Under the management
of Major Ivan Hirst, mass production of the "Volkswagen Beetle"was started.
In the beginning 1970s Volkswagen achieved a major
milestone, which broke the world car production record with 15,007,034 units
assembled. The "Volkswagen Beetle" surpassed the legendary mark achieved
by the Ford Motor Company's Model T, popularly known as the "Tin Lizzy",also known as the Model T.
In 1974, Golf MK1 rolled off the production line.
Golf MK1 later came to be known as "Volkswagen Rabbit" when it sold its
models in United States and Canada. The very next year Volkswagen saw a new
generation of Volkswagen vehicles, with front-wheel drive and up to 110 BHPwater-cooled four-cylinder engines. That car was named "The Passat".
So far Volkswagen continued its production with
Beetle, Golf, Rabbit and Jetta. But later in 1990s they
launched the "Polo". The first production car
launched in July 1999 came to offer fuel
-
7/31/2019 Business Organisation 75
14/20
consumption of just three liters per 100 kilometers, which is considered an
automotive history for Volkswagen.
The Volkswagen Phaeton (pronounced / fe tn/ fay- tn) is a full-size luxury sedan/saloon. It was introduced in 2002 Geneva Motor
Show, and marketed worldwide. It was described by
Volkswagen as their "premium class" vehicle.
The name Phaeton derives from Phaton, the
son of
Phoebus (or Helios) in Greek mythology, by
way of the phaeton auto body style and the
type of horse-drawn carriage that preceded it.
-
7/31/2019 Business Organisation 75
15/20
Volvo :-
Volvo Car Corporation, or Volvo Personvagnar AB, is
a Swedish automobile manufacturer founded in 1927, in
Gothenburg, Sweden. It is owned by Zhejiang Geely
Holding Group. Volvo was originally formed as a
subsidiary company to the ball bearing maker SKF. When
Volvo AB was introduced on the Swedish stock exchange
in 1935, SKF sold most of the shares in the company.
In 1924, Assar Gabrielsson, a SKF Sales Manager, and
Engineer Gustav Larson, the two founders, decided to
start construction of a Swedish car. Their vision was to
build cars that could with stand the rigors of Sweden's
rough roads and cold temperatures, but the main purpose
of the company became to produce the safest cars possible, following the death
of Assar's wife in a car crash.
Volvo produces models ranging from SUVs, station
wagons (estates), and sedans (saloons), to compact executive sedans and
coupes. A collection of Volvo''s most important historical vehicles are now
housed in The Volvo Museum, which opened in a permanent location in
Arendal at Hisingen on May 30, 1995. For several years, the collection had been
housed at "The Blue Hangar," at the then closed Torslanda Airport.
-
7/31/2019 Business Organisation 75
16/20
-
7/31/2019 Business Organisation 75
17/20
part of its Premier Automotive Group. Geely Holding Group then acquired
Volvo from Ford in 2010.
Advertising___________________________________
Volkswagen :-
Volkswagen's artistic approach to print advertising was
innovative, and it understood that advertising didn't sell products. The strategywas to keep the customers by creating and nurturing them as brand
ambassadors rather than attempting to attract the attention of those who were
uninterested in the product. Volkswagen team of "agency creative" 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, spawnedcomfortably-consistent, yet unique, print ads that met the goal of making a
stark departure from existing advertisement techniques.
The Volkswagens advertising budget in 1960 was only
$800,000 its bare-bones, black-and-white approach, coupled with a projected
common theme of irreverence and humour, fit Wolfsburgs needs well at that
time. Each Volkswagen ad was designed to be so complete that it could standalone 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.
-
7/31/2019 Business Organisation 75
18/20
In 1999 Volkswagen series of advertisements with "Think
Small", were voted the No. 1 campaign of all time in the magazine: Advertising
Age - "The Century of Advertising."
Volvo :-
Advertising is the most important aspect in 21st
century, especially through web. That is because of the large media selection
businesses have to choose from. Volvo car dealers advertise their best vehicles
on by various means. Individuals are constantly looking for great deals on these
select cars. These automobiles are manufactured in different styles and sizes,
and are made to last a long time. There is nothing more satisfying than
purchasing the kind of car that has all the latest features.
Car dealerships have a tough job already. They must come up
with ways to make their cars and their prices seem affordable. They employ
different business strategies and put them to the test. These strategies includeadvertising, and public auctions, just to name a few. But now-a-days due to
internet, face book, etc. there are so many options and that also less expensive
to put ads or brochures on to the net. Likewise on their website you can get all
the information from different car styles, pricing, sizes (two seater, four seater
or family car), etc.
-
7/31/2019 Business Organisation 75
19/20
In the past Volvo used print advertising like newspapers or
pamphlets, then later on came T.V. so media advertising like video ads, till
decades, this medium was used now is the time of Internet were people
themselves to get information just search using Google or Facebook about whatthey want or they need.
They make a person hurry down to the dealership just to take a look at the
selection of automobiles in stock. The other way of getting the news out is by
doing a TV commercial. These are effective also, because everyone watches
television even if it is only for a short time each day. There is the probability
that billions of people will see the commercial and take action.
So far Volvo Auto India has chosen to launch two
models, the Volvo XC90 and Volvo S80 but in the coming years they are lining
up more new models. Plans are on to bring in the Volvo XC60.
Volvo XC90 R-Design made its first appearance in a popular
Bollywood film, 3 Idiots, starring Aamir Khan and Kareena
Kapoor. The film was released on December 25, 2009.
-
7/31/2019 Business Organisation 75
20/20
top related