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Contents
Volkswagen The Group Volkswagen Group India Corporate Strategy
Business Strategy
Functional Strategy
Brand Equity
Communication, Pricing AND Distribution
Das Auto
Volkswagen Group
Volkswagen Group is a German Automobile
Manufacturing Group.
3rd largest automobile manufacturer Parent Company- Volkswagen AG
Cont..
Group operates 60 production plants around the
world.
Volkswagen AG, is globally represented by 9 brands-
Audi, Bentley, Bugatti, Lamborghini, Scania, Seat, Skoda, Volkswagen Commercial Vehicles (Volkswagen Nutzfahrzeuge) and Volkswagen Passenger Cars.
of Volkswagen AG.
journey which began with the entry of the Skoda brand in 2001, Audi brand and Volkswagen brand in 2007.
Cont
It currently has 16 models in the Indian market. Volkswagen Group are setting up dealerships spanning
the entire country with Volkswagen, Skoda and Audi having in total around 70 dealerships in 56 cities across 18 states and 2 union territories of India.
Volkswagen Group have together sold around 19,000
vehicles in India in 2009, an increase of 1.4% over 2008 in a year marked by recession in the auto industry.
Cont.
Skoda entered the Indian market in 2001. Its plant in Aurangabad, assembles a total of eight
models including the Audi A6 and Audi A4 as well as the Volkswagen Passat and Volkswagen Jetta.
Groups production facility near Pune in the Chakan
Industrial Park is a key element in Volkswagens India strategy to establish a long term presence.
Cont.
Total sum invested of around INR 3,800 crore (580
million Euros) is the biggest investment of a German company realized in India so far.
The plant, one of the most modern in the
Corporate Strategy
Global challenges such as climate change and scarce
methods to envisage the future and thereby enhance its competitive position.
Volkswagen Group has charted a clear course with
satisfaction and quality, accessing new markets and increasing production output, and attractiveness as an employer.
Cont
Volkswagen will harness the strengths of the Group
benchmarks.
development and investments in new models and technologies in excess of 8 billion over the next few years.
Cont
Boost the sales volume from present 6.5 million to
cars by 2015.
Volkswagen aims to increase its market share from a
with Maruti Suzuki India, as part of its efforts to achieve synergy with Suzuki Motor Corp at the global level.
Business Strategy
SKODA AUTO INDIA Launched its first product, the OCTAVIA, in India in 2001.
Was the only possible step to enter India.
Skoda adopted a Focus Strategy approach relying on
be more competitively priced and another small car priced between 3-5 lacs(by 2012).
since 2004.
corporate entry level i.e. Toyota Camry following the lead of BMW.
Cont
To expand its portfolio and cater to the mid segment,
Volkswagen launched one of the brands bestselling models, the Jetta, in India in July 2008.
introduced in December 2009.
Also available is the high-end automobile Phaeton. From December 12, 2009 the new Pune plant has started
Cont.
After Polo, Vento is VW's second car targeting the mass
market.
Beetles, 25 Touaregs, 2,342 Jettas and 613 Passats. This is a 95 per cent increase in sales since 2008 when they sold 1,566 cars.
Since its launch in February, Volkswagen has sold 1,599 Polos so far.
There are already 10 units of the Phaeton (priced @75 lacs) in the Indian
market.
New
Market Penetration
Product Development
MARKET S Current
Market Development
Diversification
Functional Strategy
MARKETING STRATEGY OF VW INDIA China is the 2nd largest market for VW Group after Europe.
Volkswagen plans to use its learning in China in India. Aggressive price tags and high-decibel advertisements. Volkswagens strength lies in the mass market. Its name,
Brand Positioning
Emotional Value
Prestige
Rational
Cont
When VW started out in 2007, low brand awareness
Volkswagen how the name came about, its product line and so on.
Cont
By the time the campaign ended, Volkswagen had
used 18,000 television spots, 144 insertions in broadsheet dailies, 50 insertions in magazines, 280 out-of-home sites and 23 digital portals.
To improve brand recall, the next campaign showed
brand awareness of a carmaker as well as high repeat purchase rates and customer loyalty.
on both the superior product attributes and the imagery associated with owning and driving a Volkswagen.
Communication @ VW
Most of the Volkswagen communication takes place
portal ,Volkswagen websites are highly informative, interactive and a pleasure to watch.
out the world who are in constant touch with the parent and comply implicitly.
Dealers also have round the clock servicing and repair. Volkswagen also has a used car portal where one can choose and
stepped forward to recommend their favorite cars and share these recommendations with their professional networks.
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