Volkswagen marketing ppt

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Volkswagen marketing ppt

  1. 1. Quiz Cadillac Infiniti Mazda PuegeotOpel Chrysler Lexus Volkswagen
  2. 2. INDIAVolkswagen
  3. 3. Manufacturing Team ๐Ÿš— B031 Prasad Gadikar ๐Ÿš— B032 Prasanna Zad ๐Ÿš— B033 Pritam Nath ๐Ÿš— B034 Priyanka Mehta ๐Ÿš— B035 Rajdeep Basu ๐Ÿš— B036 Raju Palshetkar ๐Ÿš— B037 Rankirat Dhillon ๐Ÿš— B038 Riddhi Shah ๐Ÿš— B039 Ryan Perriera ๐Ÿš— B040 Sachin Kharatmol
  4. 4. Dashboard ๐Ÿš— Introduction to Volkswagen ๐Ÿš— Environment ๐Ÿš— Place/ Pricing/ Promotion ๐Ÿš— Failures ๐Ÿš— Take Aways
  5. 5. Introduction Volkswagen ๐Ÿš— "Volkswagenโ€ the word means "peoples car.โ€ ๐Ÿš— Headquarters in Wolfsburg. ๐Ÿš— The Volkswagen Groups models are sold in more than 150 countries
  6. 6. Environment FACTORS DRIVING THIS INDUSTRY ๐Ÿš— The population figures ๐Ÿš— Rising incomes ๐Ÿš— Lifestyle and preferences of people ๐Ÿš— Increase in demand ๐Ÿš— Demand for greater fuel efficiency ๐Ÿš— Product innovation and Market segmentation
  7. 7. Environment ๐Ÿš— Government support. ๐Ÿš— Technology relating to automobile designs. ๐Ÿš— Technology of automobile manufacture. ๐Ÿš— State infrastructure such as roads for driving vehicles. ๐Ÿš— Auto sector currently employs 7,877,702 people. ๐Ÿš— Increasing demand for skilled professionals.
  8. 8. Porters Five forces New Entrance Competitive Suppliers Buyers Rivalry Substitutes
  9. 9. Volkswagen Vento
  10. 10. Volkswagen Vento ๐Ÿš— Launched in July 2010. ๐Ÿš— Vento sales numbers has gone over 50000 cars. ๐Ÿš— Packed with best in class features. ๐Ÿš— Vento is priced in the range of 7-10 lakh. ๐Ÿš— VW has been a tough competition to Honda city and Hyundai Verna, Maruti SX4 and other mid segment cars. ๐Ÿš— Won several awards like Saloon car of the year, Automobile of the year , Premium compact sedan of the year
  11. 11. Marketing Mix Promotion Price Place Product
  12. 12. Marketing Mix- Place ๐Ÿš— Where do buyers look for your product or service? ๐Ÿš— If they look in a store, what kind? ๐Ÿš— How can you access the right distribution channels? ๐Ÿš— Do you need to use a sales force? Or attend trade fairs?
  13. 13. Supply Chain Suppliers Production Plant Warehousing Dealers Customer
  14. 14. Supply Chain - Supplier ๐Ÿš— Delhi-based Minda Industries - headlights and rear combination lamps. ๐Ÿš— Lear Corporation - Seating ๐Ÿš— Mapscape BV โ€“ Navigation System
  15. 15. Supply Chain - Production ๐Ÿš— Pune, India Inauguration: March 2009 Total workforce: 3915 Production Capacity: 110,000 vehicles p.a. ๐Ÿš— Products: Skoda Fabia, Skoda Rapid Volkswagen Polo Volkswagen Vento
  16. 16. Supply Chain - Production
  17. 17. Supply Chain-Warehousing North Gurgaon West Mumbai East Kolkata South Bangalore
  18. 18. Supply Chain-Dealers 163 dealership across country
  19. 19. Promotion ๐Ÿš— Advertising โ€“ very creative in reaching customers through ads. They have spent about 5-7 crores each in the below campaigns. โ€ข Talking newspaper โ€ข Silver Newspaper โ€ข Vibrating newspaper - โ€˜Do you feel the shiverโ€™. ๐Ÿš— Sales Promotion โ€ข Free vento through luck draw โ€ข VW finance private limited offer financing for their VW, Audi and skoda cars as well. ๐Ÿš— Sponsorship โ€ข Co-sponsor for IPL 2012 where they displayed the Vento model throughout the series.a
  20. 20. Promotion ๐Ÿš— 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). ๐Ÿš— VW has tailored messages like โ€˜Vento and Polo will bring you back to lifeโ€™ and VW cars speak for themselvesโ€™ that will bring them a mass appeal. ๐Ÿš— Social networking medias like Linkedin to promote the product. Currently there are 4400 members in their Recommendation Ads group.
  21. 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. 22. Failures of pricing, promotionand product ๐Ÿš— Failure of pricing Volkswagen dumps its premium pricing strategy to take on Japanese competitors (26th Aug 2010) ๐Ÿš— 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. ๐Ÿš— Failure of Product CHEVROLET FORESTER MARUTI VERSA
  23. 23. Take Aways ๐Ÿš— India is an important market for Automobile manufacturers. ๐Ÿš— Indian automobile market is growing market. ๐Ÿš— Easy Financing Options are available.
  24. 24. Marketing Team ๐Ÿš— B032 Prasanna Zad ๐Ÿš— B033 Pritam Nath ๐Ÿš— B034 Priyanka Mehta ๐Ÿš— B035 Rajdeep Basu ๐Ÿš— B037 Rankirat Dhillon
  25. 25. Group 4Thank You

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