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Social media
VW Indias FB fan page has more than 1.5 million likes and Twitter
page has more than 11,000 followers.
Official YouTube channel for VW 57 million subscribers worldwide
Broadcast numerous videos for promotion and brand awareness.
Product
21 different models under 3 brands.
Produced at Chakan Plant, near Pune.
More assembly plans in India competitive advantage.
Price
Targeted mainly for the luxury segment in the Indian
market.
Plan to capture bigger market by launching many new
cars priced sub-10 lakh rupees .
Place
Significant presence Currently, the company has
around 200 dealerships and outlets across major cities.
By 2015, it would double the number of dealerships.
Well, increasing the proximity of the dealerships for
the customers will be surely a successful move.
Promotion
Launched Integrated Marketing campaign in November, 2009.
Collaboration with DDB Mudra.
Evoke consumer awareness of VW as a brand.
Innovative promotional campaigns OOH, print ads, TVCs.
Print media Communicating benefits.
Television Commercials Brand building.
Purpose
Building brand image through innovative promotional campaigns.
Earlier example think small for Beetle in 50s.
Core focus on luxury segments.
Low cost VW Polo for targeting masses.
Achieve significant awareness of VW as a brand before launch of Polo.
Showcase German engineering coupled with Made in India promise.
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