Team International Kimmy O’Reilly, Rose Quach,  Hyunji Choi, Anna Valera, Jason Benchimol
Outline <ul><li>Company Profile </li></ul><ul><li>Article Summary </li></ul><ul><li>Key Points </li></ul><ul><li>Economic ...
Article Summary <ul><li>Sell Beetle in India </li></ul><ul><li>Get into a niche market </li></ul><ul><li>Hefty Price Tag-h...
Company History <ul><li>On May 28th, 1937 the &quot;Gesellschaft zur Vorbereitung des Deutschen Volkswagens mbH&quot; comp...
<ul><li>VW owns 9.8 % share of the world passenger car market. </li></ul><ul><li>Sales rose in 2007 to 108.9 billion euros...
India’s Economic Environment <ul><li>India's population is estimated at more than 1.1 billion and is growing at 1.3% a yea...
India’s Economic Environment Continued <ul><li>Disposable income ranging from 200,000 to 1,000,000 rupees per year ($4166-...
VW Beetle
Current Competitors in Luxury Car Segment in India Honda Accord, Toyota Camry, Skoda Superb and Mercedes Benz C Class
Upcoming luxury vehicle launch in 2010:   BMW Mini
Automobile   industry in India <ul><li>the  ninth largest in the world  with an annual production of over 2.3 million unit...
Market Implications <ul><li>Segmentation </li></ul><ul><ul><li>Demographic: Fun and “loving” attitude </li></ul></ul><ul><...
Question 1 <ul><li>In what country is VW launching the beetle? </li></ul><ul><li>1) Japan </li></ul><ul><li>2) India </li>...
Answer <ul><li>2)India </li></ul>
Question 2 <ul><li>What type of segmentation  strategy is VW using? </li></ul><ul><li>1) Benefits sought </li></ul><ul><li...
Answer <ul><li>4) Demographics </li></ul>
Question 3 <ul><li>Which of the following is a target market strategy VW is using: </li></ul><ul><ul><li>1) standardized g...
Answer <ul><ul><li>2) concentrated global marketing </li></ul></ul>
Upcoming SlideShare
Loading in …5
×

Team International Kimmy O'Reilly, Rose Quach,

825 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
825
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Team International Kimmy O'Reilly, Rose Quach,

  1. 1. Team International Kimmy O’Reilly, Rose Quach, Hyunji Choi, Anna Valera, Jason Benchimol
  2. 2. Outline <ul><li>Company Profile </li></ul><ul><li>Article Summary </li></ul><ul><li>Key Points </li></ul><ul><li>Economic Environment </li></ul><ul><li>Marketing Implications </li></ul><ul><li>Conclusion </li></ul><ul><li>Discussion </li></ul>
  3. 3. Article Summary <ul><li>Sell Beetle in India </li></ul><ul><li>Get into a niche market </li></ul><ul><li>Hefty Price Tag-high import duties </li></ul><ul><li>Leverage Brand Value-intro of Polo hatchback </li></ul>
  4. 4. Company History <ul><li>On May 28th, 1937 the &quot;Gesellschaft zur Vorbereitung des Deutschen Volkswagens mbH&quot; company is founded. </li></ul><ul><li>On February 17th, 1972 Volkswagen breaks the world car production record. </li></ul><ul><li>In 2003 production of the fifth-generation Golf is started, embodying a new dynamism in its design and engineering. </li></ul><ul><li>Volkswagen in Wolfsburg produced the 25 millionth Golf on March 23, 2007 </li></ul><ul><li>February 20, 2008 - Volkswagen Tiguan is voted SUV of the year by &quot;OFF ROAD&quot; magazine readers </li></ul>
  5. 5. <ul><li>VW owns 9.8 % share of the world passenger car market. </li></ul><ul><li>Sales rose in 2007 to 108.9 billion euros and profits amounted to 4.12 billion euros </li></ul><ul><li>Nine brands: Volkswagen, Audi, Bentley, Bugatti, Lamborghini, SEAT, Skoda, Scania and Volkswagen Commercial Vehicles. </li></ul><ul><li>Each brand has its own character and operates as an independent entity on the market. The product range extends from low-consumption small cars to luxury class vehicles. In the commercial vehicle sector, the product offering spans pick ups, busses and heavy trucks. </li></ul><ul><li>Operates 48 production plants in thirteen European countries. </li></ul><ul><li>360,000 employees produce 25,400 vehicles. The Volkswagen Group sells its vehicles in more than 150 countries. </li></ul><ul><li>It is the goal of the Group to offer attractive, safe and environmentally sound vehicles which are competitive on an increasingly tough market and which set world standards in their respective classes. </li></ul>Company overview
  6. 6. India’s Economic Environment <ul><li>India's population is estimated at more than 1.1 billion and is growing at 1.3% a year. </li></ul><ul><li>World's 12th largest economy--and the third largest in Asia behind Japan and China. </li></ul><ul><li>2007 year-end exchange rate of 39.5 rupees to the U.S. dollar </li></ul><ul><li>700 million Indians live on $2 per day or less, </li></ul><ul><li>Large and growing middle class of more than 50 million Indians. </li></ul>
  7. 7. India’s Economic Environment Continued <ul><li>Disposable income ranging from 200,000 to 1,000,000 rupees per year ($4166-$20,833). </li></ul><ul><li>Estimates are that the middle class will grow ten-fold by 2025. </li></ul><ul><li>The United States is India's largest trading partner. </li></ul><ul><li>8.3% Inflation Rate as of 2008 </li></ul>
  8. 8. VW Beetle
  9. 9. Current Competitors in Luxury Car Segment in India Honda Accord, Toyota Camry, Skoda Superb and Mercedes Benz C Class
  10. 10. Upcoming luxury vehicle launch in 2010: BMW Mini
  11. 11. Automobile industry in India <ul><li>the ninth largest in the world with an annual production of over 2.3 million units in 2008 </li></ul><ul><li>In 2009, India emerged as Asia's fourth largest exporter of automobiles, behind Japan, South Korea and Thailand </li></ul><ul><li>Cars sold in India as CBU (Completely Built Units) </li></ul><ul><li>- Audi, Bentley, BMW, Chevrolet, Fiat, Honda, Hyundai, Jaguar, Lamborghini, Land Rover, Maybach, Mercedes-Benz, Mitsubishi, Nissan, Porsche, Rolls Royce, Škoda, Suzuki, Toyota, Volkswagen, Volvo </li></ul>
  12. 12. Market Implications <ul><li>Segmentation </li></ul><ul><ul><li>Demographic: Fun and “loving” attitude </li></ul></ul><ul><ul><ul><li>Relatively high income </li></ul></ul></ul><ul><ul><ul><li>Well educated </li></ul></ul></ul><ul><li>Targeting </li></ul><ul><ul><li>Concentrated global segment </li></ul></ul><ul><li>Positioning-Product and Design </li></ul><ul><ul><li>Feature </li></ul></ul><ul><ul><ul><li>1.9-litre TDI diesel engine </li></ul></ul></ul><ul><ul><ul><li>5-speed manual transmission </li></ul></ul></ul><ul><ul><ul><li>Rain sensors and cruise control </li></ul></ul></ul><ul><ul><ul><li>Acoustic rear parking-fit into small spaces </li></ul></ul></ul><ul><ul><ul><li>Safety Control-ABS, traction control, anti-skid and </li></ul></ul></ul><ul><ul><ul><li>standard airbags </li></ul></ul></ul>
  13. 13. Question 1 <ul><li>In what country is VW launching the beetle? </li></ul><ul><li>1) Japan </li></ul><ul><li>2) India </li></ul><ul><li>3) Brazil </li></ul><ul><li>4) U.S.A. </li></ul>
  14. 14. Answer <ul><li>2)India </li></ul>
  15. 15. Question 2 <ul><li>What type of segmentation strategy is VW using? </li></ul><ul><li>1) Benefits sought </li></ul><ul><li>2) Psychographics </li></ul><ul><li>3) Behavioral characteristics </li></ul><ul><li>4) Demographics </li></ul>
  16. 16. Answer <ul><li>4) Demographics </li></ul>
  17. 17. Question 3 <ul><li>Which of the following is a target market strategy VW is using: </li></ul><ul><ul><li>1) standardized global marketing </li></ul></ul><ul><ul><li>2) concentrated global marketing </li></ul></ul><ul><ul><li>3) differentiated global marketing </li></ul></ul><ul><ul><li>4) psychographic global marketing </li></ul></ul>
  18. 18. Answer <ul><ul><li>2) concentrated global marketing </li></ul></ul>

×