A MINI PROJECT OF

INTEGRATED MARKETING COMMUNICATION
ON

³IMC PLAN OF VOLKSWAGEN, AD CAMPAIGN OF NEW VOLKSWAGEN VENTO´

SUBMITTED TO: SUBMITTED BY: PROF. SANJAY BHALEAMIT RAJ YADAV PRN: 092068 BATCH NO: 2009-2011

MAEER¶S MIT SCHOOL OF TELECOM AND MANAGEMENT STUDIES (MITSOT), PUNE

Integrated Marketing Communications is a data-driven approach that focuses on identifying consumer insights and developing a strategy with the right (online and offline combination) channels to forge a stronger brand-consumer relationship. Using outside-in thinking. price. and personal selling activities. email. from search engine optimization (SEO). micro-blogging. functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. billboard. And integration of all these promotional tools along with other components of marketing mix to gain edge over competitor is called Integrated Marketing Communication. sponsorship marketing. direct marketing. magazine). Promotion is one element of Marketing Mix. sales promotion (sales and trades promotion). pay-per-click. avenues. The concept includes online and offline marketing channels. blog. A company develops its integrated marketing communication programme using all the elements of the marketing mix (product. It aims to ensure consistency of message and the complementary use of media. industry relations. podcast. This involves knowing the right touch points to use to reach consumers and understanding how and where they . traditional radio. mail order. public relations.INTEGRATED MARKETING COMMUNICATION Integrated Marketing Communications (IMC) is the coordination and integration of all marketing communication tools. promotion and public relations). Offline marketing channels are traditional print (newspaper. and maximize profit at minimal cost. affiliate. place. Integrated marketing communication is integration of all marketing tools and resources within a company to impact consumers. database marketing and public relations. Generally marketing starts from "Marketing Mix". Promotional activities include Advertising (by using different media). banner to latest web related channels for webinar. It also includes internet marketing. Internet Radio and Internet TV. and television. RSS. Online marketing channels include any e-marketing campaigns or programs.

It includes the name of a product or service and how that product or service could benefit the consumer. Promotion. Advertising can also serve to communicate an idea to a large number of people in an attempt to convince them to take a certain action. or services. In order to achieve such goal a marketing plan is created which consists on the following steps: 1. Marketing Tactics 6. Evaluation of performance. These brands are usually paid for or identified through sponsors and viewed via various media.consume different types of media. Price. . Situation Analysis 2. Regression analysis and customer lifetime value are key data elements in this approach. readers or listeners) to purchase or take some action upon products. ideals. Marketing Strategies 5. Marketing Budget 4. and Place) which involves different types of marketing. The goal of an organization is to create and maintain communication throughout its own employees and throughout its customers. Marketing Objectives 3. IMC TOOLS: Advertising: Advertising is a form of communication intended to persuade an audience (viewers. The starting point of the IMC is the marketing mix (Product. Without a complete IMC plan there is no integration or harmony among client and customers. to persuade a target market to purchase or to consume that particular brand. advertising and sales.

Public relations (PR): Public relation (PR) is the practice of managing communication between an organization and its publics. It is a marketing communication function that deals with the public issues encountered by firm across a wide range of constituents. sweepstakes. and discounts. and to jumpstart sales. product giveaways. Publicity is an important component of Public relation. samples coupons. It is a management function that has its primary responsibility of communicating and gaining acceptance of the organization¶s policies and programmes within various communities.Sales promotions: Sales promotions are another way to advertise. Sales promotions include things like contests and games. . The ultimate goal of sales promotions is to stimulate potential customers to action. Sales promotions are double purposed because they are used to gather information about what type of customers you draw in and where they are. loyalty programs.

600 vehicles or are involved in vehicle-related services each working day. . Maharashtra (India). Skoda. Volkswagen Commercial Vehicles and Volkswagen Passenger Cars. The product range extends from low-consumption small cars to luxury class vehicles and trucks. Lamborghini.Audi. Seat. Scania. Scania. the Volkswagen Group is represented by three brands in India: Volkswagen. The Volkswagen Group is completing 10 years of its India journey which began with the entry of the Skoda brand in 2001. which is globally represented by 9 brands. Each brand has its own character and operates as an independent entity in the market. Audi brand and Volkswagen brand in 2007. Bugatti. In total more than 370.Audi. Volkswagen Europe¶s most successful car brandis globally represented by 9 brands. Seat. The product range extends from low-consumption small cars to luxury class vehicles and trucks. Lamborghini. Bentley. Volkswagen Group India is a part of Volkswagen AG. Audi and Skoda.000 employees produce more than 26. Bentley. The Group operates 60 production plants around the world.About Volkswagen The name ³Volkswagen´ in German means ³peoples car´. Thus Volkswagen is a German Automobile company making world class cars. Bugatti. About Volkswagen India With its headquarters in Pune. Skoda. Volkswagen Commercial Vehicles (Volkswagen Nutzfahrzeuge) and Volkswagen Passenger Cars. The Group operates 60 production plants around the world.

Passat German engineering. From December 12. Road Dominating. Made in India. Europe¶s most successful car brand has made successful inroads into the Indian market. . New Beetle German engineering. For Dynamic Performers. Overwhelming Comfort. Phaeton German engineering. Jetta German engineering. Handcrafted Luxury. Recreating Legends. 2009 the new Pune plant has started rolling-out the hatchback version of the Volkswagen Polo. Some of the innovations of Volkswagen in cars: New Polo German engineering.The highest volume brand of the Group is Volkswagen. Touareg German engineering. Volkswagen presents itself in a variety of segments as a premium manufacturer of high-volume models.

William Bernbach. along with colleagues. Bernbach's artistic approach to print advertising was innovative.IMC Tools Used By Volkswagen India    Advertising Sales promotion Public relation Advertisi ng IMC Tools Publicity/P ublic Relations Sales Promotion Volkswagen advertising In 1949. The strategy was to keep customers by creating and nurturing them as brand ambassadors rather than attempting to attract the attention of those who were . and he understood that advertising didn't sell products. formed Doyle Dane Bernbach (DDB). the Manhattanadvertising agency that would create the revolutionary Volkswagen ad campaigns of the 1950s and 1960s. Ned Doyle and Maxwell Dane.

coupled with a projected common theme of irreverence and humor. Target Audience: All segment of people who are car users. His repeated use of photographs as opposed to the embellished illustrations used traditionally by competing agencies. Taken as a sign of the campaign's runaway success.000 DDB¶s barebones. Bernbach's team of "agency creatives" was headed by Helmut Krone. noting that Volkswagen advertisements often didn't even include a slogan or logo. The 1959 Think Small Volkswagen series of advertisements were voted the No. yet unique. spawned comfortably-consistent. Message through the Ad: ‡ You value things that never go out of style(BEETLE) ‡ So Do We .uninterested in the product. The corporate headquarters and factory that produced Volkswagens was located in Wolfsburg. fit Wolfsburg¶s needs well. black-and-white approach. Because Volkswagen¶s advertising budget in 1960 was only $800. 1 campaign of all time in Advertising Age¶s 1999 The Century of Advertising About The Corporate Ad: There was a corporate Ad of Volkswagen India in which they have shown their innovation for cars for all class of people. research by the Starch Company showed that these Volkswagen advertisements had higher reader scores than editorial pieces in many publications. even without addressing all aspects of the automobile. Each Volkswagen ad was designed to be so complete that it could stand alone as a viable advertisement. Germany. print ads that met DDB's goal of making a stark departure from existing advertisement techniques. who pioneered the idea of simplicity in print media advertisements.

‡ You take the responsibility to bring comfort to those you love. In their corporate Advertisement they have shown and related their cars with various emotional factors and usage.(NEW POLO) ‡ So Do We ‡ You want only the best for the ones you love. Create Better Value And be responsible.(PASSAT) ‡ So Do We ‡ You always want to finish first.(TOUAREG) ‡ So Do We ‡ ‡ ‡ You inspire us to constantly innovate. ‡ So Do We ‡ You look out for the ones you care about.(JETTA) ‡ So Do We ‡ You innovate to add luxury to your life.(PHAETON) ‡ So Do We ‡ You find innovative ways of being on top of the world.(VENTO) ‡ So Do We ‡ You value saving up. They have also given the message that they are inspired from the people and thus through inspiration they innovate the cars for people since the name itself says people¶s car (Volkswagen) .

In India Volkswagen Launched their marketing campaign with the tag line ³Volkswagen Das Auto´ here Volkswagen means people¶s car but the term ³Das Auto´ means ³The Car´ normally people thought the term Das Auto as Volkswagen has merged or ventured with some Indian company Das Auto as the word Das in India is used as name of a person. considering the growth potential of India's automobile market. However. ‡ ‡ The company launched an integrated marketing campaign to strengthen its brand image. ± Print Ad Campaign ± Print Ads & Innovative talking Newspaper Ad ± TVCs . digital and out of home media along with print media. the company started using electronic.Volkswagen IMC Strategies ‡ Volkswagen Group India primarily used the print media to promote its products. ‡ The marketing campaign in India involved various IMC tools like. but it was something else it was the marketing campaign with the tagline DAS AUTO that Volkswagen launched in India.

About Volkswagen Vento The Volkswagen Vento is a car created out of pure passion. It¶s something you¶ve never experienced before. . you drive it with assured pleasure. every detail is harmonised as per the Volkswagen design philosophy. Design Every Volkswagen is designed to appease the senses through both. Safety Safety features are designed and developed to ensure that while you¶re driving the Vento. every time you feel the heft of the doors and the thump of its boot closing. From the smooth exterior lines to the exquisite interiors. Beginning from the elegantly designed headlights to the chrome accented front grille. The interiors of the Vento are your personal refuge from the cares of this world. the Vento offers exceptional safety with a tough build that is reassuring. every part of the Vento epitomizes best in class. The soothing colours and the impeccable finish are all typical of a Volkswagen. form and content. With its robust design and superior engineering that has its genesis in an ultra high-strength steel frame.

99 lakhs. our engineers left no stone unturned. 7. Safety& Performance.99 lakhs. Comfort.6L variants available in a choice of diesel and petrol.Performance While crafting the Vento. impressive power and smooth handling together with ground-breaking economy. Its engine is designed to deliver exceptional performance. Volkswagen launches the New Vento at Rs 6. Print Ad Campaign Print Ads & Innovative talking Newspaper Ad TVCs . 2010: Volkswagen. Volkswagen Vento is known for Design. for the 1.99 lakhs for the diesel variant. Europe¶s largest car maker launched it¶s much awaited entry level premium sedan the Vento. The Vento is available to customers starting at Rs 6.6 litre petrol variant and Rs. On August 12. The Vento offers two 1. Vento Ad Campaign: The company launched an integrated marketing campaign to strengthen its brand image.

Print Ad This was the print Ad which was published in various newspapers like The Times Of India. The Hindu. etc. .

It extends beyond our cars to even the way we communicate which reflects in this initiative. came from his 14 year old niece. As readers opened the newspaper a light-sensitive chip attached to the page announced the arrival of ³a perfectly engineered car´ ± the Vento. Lutz Kothe. Volkswagen Group Sales India. Speaking on this innovation. head of marketing & PR.´ The idea. 2010 edition of The Times of India and The Hindu. innovation is a way of life.1m) on a one-time audio advertisement in print for its entry-level Vento sedan in India. which is one of the four agency networks of the Mudra Group. said ³At Volkswagen. Volkswagen Passenger Cars. a unit of DDB Mudra. based on musical greeting cards.Innovative News Paper Ad Volkswagen launched its campaign for the New Vento with an innovation in the Tuesday September 21. The ad was created by DDB India. . Volkswagen is believed to have spent Rs50m (US$1.

Bangalore. The aim was to be able to emotionally connect to our customers with this product and what better way than being able to directly speak to them with the aid of a newspaper. Mumbai. "2. Pune and Chennai. Volkswagen used this campaign to reach readers in Delhi.Peoples Involved in the successful Vento Ad Campaign: y y y CEO DDB Mudra: SandeepVij President DDB India: Rajiv Sabnis Creative Team: o Chief Creative Officer: Bobby Pawar o National Creative Head: Rajeev Raja o AnshumaniKhanna y Account Management: o Vice President: AshishMarwah o GiridharBhat o Punit Bhatt y Planning Team: o Vice President: Micheal Follett The OEM used a voice-recorded device pasted on two English newspapers. 000. which was launched in the market last month. Thus:So it wasn¶t just the ad that did the talking but got its readers talking about it too! . carrying a price tag ranging from Rs699. The devices played the audio version of an advertisement for the Vento. 000 to Rs799. We have been working on this for the last six months in order to bring out the advertisement.2 million Chips were specially sourced for the one time exercise." Press Trust of India quotes Mediacom managing director DivyaGururaj as saying.

. Conclusion: The IMC strategies used by Volkswagen were so effective that it created huge awareness as they did buzz marketing. Joerg Mueller. Volkswagen employees planted 250 trees to encourage green surroundings at the facility.Public Relation: They tried to maintain public relation by: Organizing sports events CSR Activities Volkswagen India celebrated the World Environment Day through a tree plantation ceremony at its manufacturing facility at Chakan. Pune. Thus we can say the IMC tools used properly can be very much helpful for the company and products. Mr. President. Volkswagen India also participated in the initiatives.

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