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Marketing Planning Project Phase I: IntroductionCompany name: VolkswagenTheme of Topic: Internet MarketingPurpose:To Analyze the Usage of Internet Marketing Tools for Entry of Volkswagen Polo in Indian Market: AStudy in NCRObjective: To study the online presence of Volkswagen Effectiveness of Search Engine Optimization technique currently being used Studying the use of Search Engine Marketing being used by Volkswagen Analyzing the ORM (Online reputation Management) of Volkswagen Planning strategy for increased online presence and internet marketingSignificance: 1. Business Point of View: Enhancing the visibility of Volkswagen It gives us the idea of current market penetration 2. Student Point of View: Academic expedition into Automobile Sector Insight to the world of Internet Marketing Role of market research in satisfying customers’ needs and expectations 3. How managers can use this? Improving the earlier business strategies
Justification:Social media and internet is the emerging marketing tool. Young generation forms the new segmentwhich Volkswagen is targeting which is the net savvy generation. Focus on Internet Marketing cantremendously increase the visibility and improve the sales of Volkswagen. The benefits of improvedinternet marketing will be – Improved Search Engine Optimization will increase the visibility of Volkswagen on Internet. Dealers can enhance their presence using Search Engine Marketing. ORM (Online Reputation Management) will help in building a more positive brand image. Improved internet presence will finally contribute to increased product awareness.Outline: 1. Research: Introduction to the company Competitors in Market place SWOT Analysis 2. Systemized Data Analysis Data Collection through Internet Marketing Tools SEO ( Search Engine Optimization ) It is the process of improving the visibility or ranking of a website or a web page insearch engines through keyword approaches and other procedures. SEM ( Search Engine Marketing ) It promotes websites by increasing their visibility in search engine result pages (SERPs) through the use of pay per click. Google Insight It provides insights into the search terms people have been entering into the Google search engine and provides a visual representation of regional interest on a countrys map. It displays top searches and rising searches that may help with keyword research. Results can be narrowed down with categories that are displayed for each search terms.
Google AdSense It is an ad serving application where website owners can enroll in this program to enable text, image, and video advertisements on their websites. These advertisements are administered, sorted, and maintained by Google, and they can generate revenue on either a per-click or per-impression basis. Google AdWords It is a service that helps create and run ads quickly and simply for business. These ads are displayed along with search results when someone searches Google using one of our keywords.3. Strategy Development Creating Internet Marketing Strategies Improving Segmentation Prioritize Web Marketing Tactics
Research:Introduction to the company:Volkswagen Group is a German manufacturing group. As of 2008, Volkswagen was ranked as theworld’s third largest motor vehicle manufacturer and Europes largest.The Groups parent company is Volkswagen AG, which develops vehicles and components forall marques of the whole group, and also manufactures complete vehicles for the VolkswagenPassenger Cars andVolkswagen Commercial Vehicles.Volkswagen Group is divided into twoprimary divisions: the Automotive Division, and the Financial Services Division. The Group consists of342 Group companies.Volkswagen Passenger Cars is Volkswagen Groups original marque, and the Groups othermajor subsidiaries includes Audi, Bentley, Bugatti, Lamborghini, Porsche, SEAT, and Skoda. VolkswagenAG also has operations in commercial vehicles, owning Volkswagen Commercial Vehicles. VolkswagenGroup rooted in Europe, operates worldwide.The Volkswagen Golf is the third bestselling automobile in the world, with over 26 million units soldthroughout 2008. In 2009, according to data published by all three top automakers, Volkswagen wasthe third biggest motor vehicle manufacturer by volume, with 6.29 million unitsdelivered after Toyota with 7.23 million unitsand General Motors with 6.503 million units. In 2010,Volkswagen Group sold 7.28 million vehicles, claiming 11.4% of the worlds passenger carmarket. Volkswagen Groups largest market outside Germany is in China, where it sold more than onemillion vehicles in 2008.Competitors in Market place:Volkswagen, the German car maker that is selling cars at a furious pace in India despite being amongthe late entrants, is rapidly building its presence in the country.As it is highly banking on its popular Polo and Vento models for gaining a significant market share, thecompany is adding dealerships while lining up new models. In hatchback segment, Volkswagen holdsaround 8% market share, while in mid-sedan segment, where its Vento competes with cars like HyundaiVerna, Fiat Linea, Honda City, Maruti SX4, the company has around 23-24% market share.In 2010 the company sold around 32,000 cars, which was against 3,000 cars sold in 2008-2009, while inthe first few months of 2011 Volkswagen has sold in excess of 32,000.As far as dealers are concerned, the company has been adding 25-26 dealerships on an annual basis. TheGerman car maker which started with four dealers in 2008 now has 71 dealers across India.CurrentlysPolo and Vento are being manufactured in companys Chakan plant near Pune. The installed capacity of
the plant is 110,000units. The company had recently increased the prices of its diesel Vento, whileprices of petrol Vento remained unchanged.SWOT Analysis:STRENGTHSVWs strengths are cars based on advanced-design technology. VW uses its technological capabilitiesnot only to improve its engines (through the use of fuel injection, for example), but also to develop thevery fuel-efficient Diesel engine. Also the cars of VW offer robust performance and designs arefuturistic. In Indian Markets, VW has introduced its cars in every consumer segment thus providingcustomers with more choices.
WEAKNESSES:VW did not have a presence in India and due to the late entry in the Indian market where a number ofwell established brands are present it has to face a tough competition to make its presence felt. VW hasat present only 120 dealers as compared to its rivals so it could not offer the same after sales service asits competitors.OPPORTUNITIES:Due to the growing economy a large Indian population has high disposable income making them thetarget customers for VW. Also due to the increasing automobile demand in India VW has a very largescope to capitalize its growing demand.The growing affluence of customers has resulted in trading upto more luxurious cars.THREATS:Due to rise of raw material prices the manufacturing cost has gone up which gets passed on to theconsumer, and acts as a deterrent to the potential Indian buyer who has high price sensitivity. Also, sincethe import duty on the cars manufactured outside India is high,VW’s ability to offer competitive pricingto the consumer gets hampered. A lot of foreign competitors are also trying to breach into the Indianmarkets, capturing the market share will become more difficult for VW.