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Integrated Marketing Communication Campaign polo

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polo India Campaign

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Integrated Marketing Communication Campaign polo

  1. 1. “People’s Car”  Employees over a 344,900 employees  Headquarter located in Wolfsberg , Germany Part of Volkswagen Group including
  2. 2. Volkswagen Polo
  3. 3. Strategy Empower the target marketFocus Power (As aspirational need)
  4. 4. SEGMENTATION Targeting Positoning
  5. 5. CAR PROFESSIONALS MASS MARKET BUSINESS COOL BUSINESS PRACTICAL SENIOR YOUNG FAMILIES AGE 30-40 30-45 50+ 25-35 SEX M(F) M(F) M(F) M(F) INCOME MED-HIGH HIGH LOW MED-HIGH CAR USAGE HIGH HIGH LOW HIGH PRODUCT CATEGORY EXPERIENCE HIGH HIGH LOW MED PRICE SENSITIVITY LOW HIGH HIGH MED SEGMENT ATTRACTIVENESS LOW MED ` LOW HIGH
  6. 6. TARGET MARKET Young Urban Married Male One who seeks Power
  7. 7. PERCEPTUAL MAP High Price Low Price Sporty Conservative
  8. 8. Power When You Need it TVCDigital PR RadioFilm
  9. 9. Created TV commercials with a touch Only 3 advertisements For the Campaign Of Humour
  10. 10. P R I N T M E D I A
  11. 11. Promoted the Polo Partnering With A Movie

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