Volkswagen Car Marketing

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Volkswagen car promotion strategies

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Volkswagen Car Marketing

  1. 1. Volkswagen Cars : Promotion Presented By : Ravi Mevcha
  2. 2. Volkswagen – Company Info Fourth leading automobile manufacturer Volkswagen is part of the Volkswagen group , along with: Audi , SEAT , Škoda , Bentley , Bugatti , Lamborghini The name means "people's car" in German Headquarters Wolfsburg, Germany 344,900 Employees
  3. 3. Promotion – Customer Offer V-dubs Rock promotion anyone who purchases or leases any 2007 Volkswagen model or select 2006 models will get a custom First Act Garage Master electric guitar 'Pods Unite' promotion People who purchase a 2003 Volkswagen Beetle sedan can get a complimentary Apple iPod.
  4. 4. Promotion – Customer Offer College Grad Program $ 236/month on a 2007 2-door Rabbit 2.5L Space Adventures Volkswagen Brazil launched a countrywide promotion in May of 2004, giving away a suborbital space flight
  5. 5. Media Promotion TV: 19.5 million viewers tuned into some portion of the 7 series Web: 20 million unique visitors visited the pbs.org Advertising : 12 million+ media impressions from print advertising Events: 2 million attendees at concerts, festivals, screenings, etc.
  6. 6. Media Promotion King Kong promotions Promotions with television, print, outdoor and online campaigns as well as in-store displays at Volkswagen dealerships, sweepstakes and giveaways. Viewers of the NBC networks' King Kong "roadblock" were directed to Volkswagen.com if they wanted to see the trailer again. The result was a 100-fold traffic increase to the VW site.
  7. 7. Web Promotion Podcasting VW has developed  and published 4 different podcast series. This is the best example on the planet of how podcasting is a powerfull new media marketing, sales and branding tool. “ Go Slow” Concept MSN to support its new sales promotion in 2005, which was designed to launch the new “Go Slow” concept of the “New Beetle”. The number of catalogues requested during the period when ads were submitted exceeded the initial forecast. The presentation of “Go Slow” lifestyles actively engaged the audience and led the viewer to subsequent scenes by combining the contents of articles, graphics, and video clips.
  8. 8. Web Promotion Anytime, anywhere: Mobile Services the campaign was designed to position Volkswagen as a provider of innovative mobile services The portal was intensively advertised in a marketing campaign within the MSN network Results During the first 12 months MSN achieved more than 130 million page impressions User figures for the Volkswagen website doubled in just six months Within the first six months, 50,000 new users registered on the Mobile Services portal
  9. 9. Web Promotion Super Trump Card Volkswagen (Brazil) created a online game of the famous card game Super Trumps which used Volkswagen vehicles to make up the pack. The game was hosted on MSN Messenger and users had to invite their buddies to take part.  Results In less than two months the game generated more than 5,000 new registrations 1.8 million hits each month consumers accessing the VW site More than 1.2 million referrals were achieved through MSN Messenger between November 2004 up to the beginning of January 2005
  10. 10. Thank You

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