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Volkswagen marketing ppt


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  • 1. Quiz Cadillac Infiniti Mazda PuegeotOpel Chrysler Lexus Volkswagen
  • 2. INDIAVolkswagen
  • 3. Manufacturing Team πŸš— B031 Prasad Gadikar πŸš— B032 Prasanna Zad πŸš— B033 Pritam Nath πŸš— B034 Priyanka Mehta πŸš— B035 Rajdeep Basu πŸš— B036 Raju Palshetkar πŸš— B037 Rankirat Dhillon πŸš— B038 Riddhi Shah πŸš— B039 Ryan Perriera πŸš— B040 Sachin Kharatmol
  • 4. Dashboard πŸš— Introduction to Volkswagen πŸš— Environment πŸš— Place/ Pricing/ Promotion πŸš— Failures πŸš— Take Aways
  • 5. Introduction Volkswagen πŸš— "Volkswagen” the word means "peoples car.” πŸš— Headquarters in Wolfsburg. πŸš— The Volkswagen Groups models are sold in more than 150 countries
  • 6. Environment FACTORS DRIVING THIS INDUSTRY πŸš— The population figures πŸš— Rising incomes πŸš— Lifestyle and preferences of people πŸš— Increase in demand πŸš— Demand for greater fuel efficiency πŸš— Product innovation and Market segmentation
  • 7. Environment πŸš— Government support. πŸš— Technology relating to automobile designs. πŸš— Technology of automobile manufacture. πŸš— State infrastructure such as roads for driving vehicles. πŸš— Auto sector currently employs 7,877,702 people. πŸš— Increasing demand for skilled professionals.
  • 8. Porters Five forces New Entrance Competitive Suppliers Buyers Rivalry Substitutes
  • 9. Volkswagen Vento
  • 10. Volkswagen Vento πŸš— Launched in July 2010. πŸš— Vento sales numbers has gone over 50000 cars. πŸš— Packed with best in class features. πŸš— Vento is priced in the range of 7-10 lakh. πŸš— VW has been a tough competition to Honda city and Hyundai Verna, Maruti SX4 and other mid segment cars. πŸš— Won several awards like Saloon car of the year, Automobile of the year , Premium compact sedan of the year
  • 11. Marketing Mix Promotion Price Place Product
  • 12. Marketing Mix- Place πŸš— Where do buyers look for your product or service? πŸš— If they look in a store, what kind? πŸš— How can you access the right distribution channels? πŸš— Do you need to use a sales force? Or attend trade fairs?
  • 13. Supply Chain Suppliers Production Plant Warehousing Dealers Customer
  • 14. Supply Chain - Supplier πŸš— Delhi-based Minda Industries - headlights and rear combination lamps. πŸš— Lear Corporation - Seating πŸš— Mapscape BV – Navigation System
  • 15. Supply Chain - Production πŸš— Pune, India Inauguration: March 2009 Total workforce: 3915 Production Capacity: 110,000 vehicles p.a. πŸš— Products: Skoda Fabia, Skoda Rapid Volkswagen Polo Volkswagen Vento
  • 16. Supply Chain - Production
  • 17. Supply Chain-Warehousing North Gurgaon West Mumbai East Kolkata South Bangalore
  • 18. Supply Chain-Dealers 163 dealership across country
  • 19. Promotion πŸš— Advertising – very creative in reaching customers through ads. They have spent about 5-7 crores each in the below campaigns. β€’ Talking newspaper β€’ Silver Newspaper β€’ Vibrating newspaper - β€˜Do you feel the shiver’. πŸš— Sales Promotion β€’ Free vento through luck draw β€’ VW finance private limited offer financing for their VW, Audi and skoda cars as well. πŸš— Sponsorship β€’ Co-sponsor for IPL 2012 where they displayed the Vento model throughout the series.a
  • 20. Promotion πŸš— VW auctioned a special VW Vento at the closing ceremony of DLF IPL 2012 signed by captain of IPL teams and the auction proceedings were donated to world wildlife fund (WWF). πŸš— VW has tailored messages like β€˜Vento and Polo will bring you back to life’ and VW cars speak for themselves’ that will bring them a mass appeal. πŸš— Social networking medias like Linkedin to promote the product. Currently there are 4400 members in their Recommendation Ads group.
  • 21. Pricing StrategiesPricing Strategies PRICE High High Medium Medium Low Low High Premium High Value Penetration Q High Premium High Value Penetration U Phaeton Touareg Passat Phaeton Touareg Passat A Medium Medium Over Charging Over Charging Medium Value Medium Value Good Value Good Value L I Yeti Jetta Vento Yeti Jetta Vento T Low Rip Off Low Rip Off False Economy False Economy Economy Economy Y Beetle Beetle Fabia Fabia Polo Polo
  • 22. Failures of pricing, promotionand product πŸš— Failure of pricing Volkswagen dumps its premium pricing strategy to take on Japanese competitors (26th Aug 2010) πŸš— Failure of promotion TATA promoting the NANO as the next upgrade for a family of four with a two wheeler. Promoting the NANO in the tier 2 cities with bad roads that had little or no inclination to move things along. πŸš— Failure of Product CHEVROLET FORESTER MARUTI VERSA
  • 23. Take Aways πŸš— India is an important market for Automobile manufacturers. πŸš— Indian automobile market is growing market. πŸš— Easy Financing Options are available.
  • 24. Marketing Team πŸš— B032 Prasanna Zad πŸš— B033 Pritam Nath πŸš— B034 Priyanka Mehta πŸš— B035 Rajdeep Basu πŸš— B037 Rankirat Dhillon
  • 25. Group 4Thank You