Shri Vile Parle Kelvani Mandals Mithibai College of Arts,, Chauhan Institute of Science & Amrutben Jivanlal college

of Commerce and Economics Vile Parle (West) Mumbai 400056

A PROJECT ON Marketing Strategies of Volkswagen IN THE SUBJECT ECONOMICS OF GLOBAL TRADE AND FINANCE SUBMITTED BY JAMILA KHOKHAR ROLL NO.: 21 DIVISION: B

UNDER THE GUIDANCE OF PROF. Bharat Pithadia TO UNIVERSITY OF MUMBAI FOR MASTER OF COMMERCE PROGRAMME (SEMESTER - I) YEAR: 2012-13

Shri Vile Parle Kelvani Mandals Mithibai College of Arts,, Chauhan Institute of Science & Amrutben Jivanlal college of Commerce and Economics Vile Parle (West) Mumbai 400056 EVALUATION CERTIFICATE

This is to certify that the undersigned have assessed and evaluated the project on
Marketing Strategies of Volkswagen submitted by Jamila Khokhar, student of

M.Com. Part - I (Semester I) for the academic year 2012-13. This project is original to the best of our knowledge and has been accepted for Internal Assessment. Name & Signature of Internal Examiner Name & Signature of External Examiner

PRINCIPAL College Seal DR. KIRAN MANGAONKAR

Shri Vile Parle Kelvani Mandals Mithibai College of Arts,, Chauhan Institute of Science & Amrutben Jivanlal college of Commerce and Economics Vile Parle (West) Mumbai 400056

DECLARATION BY THE STUDENT

I, Jamila Khokhar, student of M.Com. (Part I) Roll No.: B 21 hereby declare that the project titled Marketing Strategies of Volkswagen for the subject MARKETING STRATEGY AND PLAN submitted by me for Semester I of the academic year 201213, is based on actual work carried out by me under the guidance and supervision of PROF. Bharat Pithadia. I further state that this work is original and not submitted anywhere else for any examination.

Place:

Date:

Name & Signature of Student

ACKNOWLEDGEMENT
First of all I would like to take this opportunity to thank the Mumbai University for having projects as a part of the M.com curriculum. I wish to express my heartfelt gratitude to the following individuals who have played a crucial role in the research for this project. Without their active cooperation the preparation of this project could not have been completed within the specified time limit. The first person I would like to acknowledge is my guide Ms. Bharat Pithadia who supported me throughout this project with utmost cooperation and patience. I am very much thankful to her for sparing her precious time for me and for helping me in doing this project. Next I would like to thank my parents MR. Siraj Khokhar and Mrs. Durriya Khokhar for their strong support and cooperation. Finally I would like to thank all my friends who have helped in all possible ways in making this project presentable. Last but not the least I would like to thank the Almighty for always helping me.

CONTENT

Sr. No 1

TOPIC Chapter 1: Introduction

Page No. 1

Chapter 2 : Problems faced by Volkswagen

Chapter 3: Volkswagen Strategy

10

Chapter 4: Volkswagen Advertising Strategy

15

5 6 7 8 9

Chapter 5: Volkswagen Strategy in India Chapter 6: SWOT Analysis Chapter 7: Conclusion Chapter 8: Annexures Bibliography

18 25 27 28 29