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