It will require not only distribution channel analysis but also promotion mix for the product. It is imperative Volkswagen reviews weak points and addresses primary threats like the rising cost of fuel, emission laws, the changing euro exchange rate and the fluctuating cost of fuel. Economic Times, August 4, ; Company; www. Developing segment priorities and positioning the product based on the product need fit developed by the firm. While the group integrated the back-end of technology, human resource, and finance across the three brands, the front-end of dealers was scrupulously kept separate. You are commenting using your Twitter account. DDB Mudra needed an innovative idea that could break the clutter and create buzz.

DDB Mudra needed an innovative idea that could break the clutter and create buzz. Das Auto Digitally case study written by Seema Gupta will comprise following sections —. It brought innovative features in the high-end cars and gradually introduced os them in lower-end cars. Consumer treated the car as his muse. Are we differentiating ourselves enough in the competitive market place? In the next round, VW handpicked a few journalists and took them for test drive as part of global test drive. Another principle that guided product planning in VW was to position the products at a premium over Toyota and Honda.

Radio DJs pointed people to the skies.

He chooses car just as he chooses his wife — based on looks. PV received good response; however, owing to recession in industry inmarketing had to lead to test drives – hence efforts towards PV volskwagen reduced.

Volkswagen India: Das Auto Digitally Marketing Strategy Analysis & Solution

We attached a dummy Touareg outside a building as if it was climbing vertically whilst enlightening the VW logotype. EFFIEs were founded by the American Marketing Association to award creative advertising that was effective in attaining business objectives. This will not only help in assessing the strengths and weaknesses of the competitors but also help in defining and positioning of the product.


volkswagen in india case study seema gupta

Developing segment priorities and positioning the product based on the product need fit developed by the firm. New players have to go for market share strategies in marketing. A 10, sq ft banner flew over Mumbai during peak hours. The PR campaign was followed by advertising. How can we communicate better? Seema Guptawriting for the Indian Institute of Managementnotes Volkswagen Group performance was skyrocketing hitting billion in profits and The typical target consumer was modern, educated, high-tech, and individualistic see Exhibits 6 and 7 for profiles of segments and their buying preferences.


Honda Civic symbolized excitement and adventure, targeting a much younger segment. Identifying and selecting actionable value creation options.

volkswagen in india case study seema gupta

InVolkswagen had begun gaining a unique footing in the market with increased revenues and profits. We want to be amongst the top 3 in India by VW stud which features to incorporate in the car based iin four filters. Drivers of change in managing the contemporary sales force Marketing Strategy Solution Digital marketing and social media: However in mid s, there was a stark flotation in Federal stake and this prompted the name to change to Volkswagenwerk Akitiegesellschaft which is currently abbreviated as Volkswagenwerk AG.

Addressing above threats and weaknesses and appreciating the strengths will position the company profitably. The target audience for Passat was male, 35—45 years of age, postgraduate or professional, who had an income of Rs. A rich media pop-up ad took vokkswagen on a digital journey to famous Indian landmarks to connect with Indianness. This, in turn, means greater long-run returns for the firm.


How Automotive Transforms the Indian Economy – Case Study

PV represented VW activities on a revolving circular globe with each section designed around a specific theme. It also noted that VW ads were so distinct that they often did not even include a slogan or a logo. Ford Fiesta was positioned as playfully stylish. VW leveraged the Auto Expo to create mass awareness. Click here to sign up. There is a lot of boredom that sets into the life of a sober man. A series of five ads put features such as road handling, ground clearance, and fuel efficiency to test, one at a time.

The agency arrived at nine segments based on social status income and value orientation traditional—modern. It was perceived as innovative, technically advanced, and a good quality brand Exhibit Audi Q5 stood for innovation and advanced technology, Toyota Landcruiser Prado for powerful performance in extreme conditions and Land Rover for luxury tC along with all terrain credentials. The Product Head said: Traditional young Self-employed or employed in public sector in clerical roles; Own cars below Rs.