volkswagen- logo,india,marketing perspective
TRANSCRIPT
Volkswagen
Subject: Marketing ManagementSubmitted to: Prof.Bhavesh Vanparia
Submitted by: Dimple Maidasani 15016
History•Volkswagen means "people's car" in
German. •On 28 may in 1937, the government of
Germany--then under the control of Adolf Hitler of the National Socialist (Nazi) Party--forms a new state-owned automobile company, then known as Gesellschaft zur Vorbereitung des Deutschen Volkswagens mbH. Its HQ is at Wolfsburg , Germany.
Contd..
• Hitler’s pet project was the development and mass production of an affordable yet still speedy vehicle that could sell for less than 1,000 Reich marks (about $140 at the time).
• To provide the design for this “people’s car,” Hitler called in the Austrian automotive engineer Ferdinand Porsche. In 1938, at a Nazi rally, the Fuhrer declared: “It is for the broad masses that this car has been built. Its purpose is to answer their transportation needs, and it is intended to give them joy.”
• Indian HQ to be shifted from Bandra to Andheri, Mumbai
Volkswagen-India• It entered the Indian passenger car
market in 2001 with its brand-Skoda . In 2007 ,Audi and Volkswagen were also launched
• These 3 brands together comprise of 21 different models as of 2013
• It mainly caters to luxury segment in India
• Separate distribution for each of its brand
Logo
• Its current international slogan is "Das Auto" ("The Car").
• The blue color in the Volkswagen logo symbolizes excellence, reliability and class – whereas the white color depicts nobility, purity and charm.
Evolution of Volkswagen
Cont’d…
Target Market
Product Length
4 Ps
Cont’d..• Place 118 dealerships across 101 cities
• Promotion Launched integrated marketing in
Nov,2009Print media , TV commercialsSocial mediaCo-sponsor of IPL 2012Sales promotion-VW finance offers finance
for their cars like Volkswagen and Audi
Marketing Information• Websites Audi.in
Porsche. inVolkswagen.co.inŠkoda-Auto.co.in
First Ad
simplicity and minimalism
Promotion & Sales strategy• Volkswagen’s brand awareness was very
less in India-4%,as compared to 70% of its competitors
• To make itself a household name , for the 1st time India , TOI had a single advertiser across all 26 pages and in all 16 editions of TOI . This is called Roadblock
• Result –hottest searched word on Google , recall increased to 50% from 4% and sales increased 169%
Cont’d.• Talking Newspaper On September 21,2010 as readers opened
the newspaper a light sensitive chip attached to the page announced the arrival of “a perfectly engineered car”-the Vento.It cost VW 5 crore rupees
Silver newspaper for Jetta Vibrating newspaper-Polo and jetta• Social media FB fan page , Twitter and official YouTube
page
Key to success• Think Blue-A promise for a better
tomorrow• Carbon Footprint Calculator• Everyday Ideas• BLUEMOTION Technologies-The all-new
Passat