Amity International Business School Case Study On Strategies of Brand Awareness By Volkswagen IndiaSubmitted to- Submitted by-Ms. Meghna Sharma Naman ShrivastavaFaculty, ISM Kuhoo ChauhanAIBS Asif Unia Satyaneesh Dubey Abhinav Chaudhary
SynopsisObjective: How Volkswagen created brand awareness despite being a late entrant in Indianautomotive market.Volkswagen (VW) is one of the world‟s leading automobile manufacturers and the largestcarmaker in Europe. As Volkswagen pursues its goal of becoming the number one automaker inthe world by 2018, India has become a key component of its strategy. India is currently theworld‟s second fastest growing car market, with shipments expected to more than double by2018.As a relatively recent entry into the Indian automotive market, VW needed to raise brandawareness. When it started making cars in India on a large scale, most other Western car brandshad been in the country for over five years; and the Japanese car brands had been here for at leastten. Indian, Japanese and Korean brands had built strong relationships with the middle of theIndian market over the years.To address this challenge, Volkswagen‟s marketing team focused one of its key brand pillars,innovation, to make a strong impact throughout the roll-out in India. Innovation was showcasednot only in Volkswagen‟s product introductions, but also in its communications and advertising.The present case study deals how Volkswagen came out with innovative marketing strategies toestablish its reputation and double its brand awareness.
Challenges for Volkswagen: By 2009, when it started making cars in India on a large scale, most other European car brands had been in the country for over five years; and the Japanese car brands had been here for at least ten. Europeans cars might be great there, but were they tough enough for Indian road conditions? Question of money. In 2008, the total advertising investment in the car category was a whopping 986 crore rupees. Getting even 10% of that would be too much for them. The challenge, therefore was to make a big bang on a small budget with a single story that would weave together multiple facades of Volkswagen.The Strategic approach to face the challenge: Doing One thing Well at a time- Volkswagen would introduce the brand‟s values sequentially, one at a time. Innovation and Talk Value The brand‟s primary objective was to get noticed and talked about. So which of the brand‟s core values would make the most buzz – and inspire us in our buzz-making?The Communication strategy:To get the awareness levels Volkswagen needed to think big. So we innovated BIG. On 11thNovember, 2009, we introduced India to Volkswagen with a major innovation. They boughtevery ad in the Times of India.. every single one. It had never been done before, and it instantlycommunicated the ambition and commitment Volkswagen had in India.
An innovative approach to segmentation-The Beetle is undoubtedly one of the most unique automobiles created by Volkswagen. Thus itwas essential to launch the New Beetle in India in the most unique manner possible.The New Beetle was launched as a fashion icon and not as just another car. The TVC created astir because instead of showcasing the car Volkswagen poked fun at fashion conscious women.World’s first cut out newspaperVolkswagen wanted to make sure that everyone knew that though Polo was a German car, it wasmade in and for India. Therefore, they had to embed the car in the Indian media. They took theidea literally.Working with the Times of India, they became the first brand in the world to cut a hole in anewspaper for marketing purposes. They punched a Polo-shaped hole in each copy of yourmorning newspaper. Inside the “newspaper with a hole” you could read about each of theinnovative India-appropriate features of the Polo.
World’s first ‘handwritten’ newspaperThe Phaeton is exquisitely hand crafted model of Volkswagen. To bring this alive in anattention-grabbing and innovative way, for one day only, each page of the paper was printed in adifferent font, to make it look as if it had been written out by hand rather than printed by aprinting press.World’s first “Talking Newspaper-Volkswagen India created groundbreaking campaigns such as the world‟s first „talkingnewspaper‟, which used light-sensitive chips to speak to readers about Volkswagen as theyturned the pages of their morning newspaper. The talking newspaper ad created a sensation inIndia.Mobile Advertising using AdMob-
Volkswagen used AdMob‟s reach and geo-targeting capabilities in order to focus this campaign.With the objective of accessing a high net worth demographic and tech savvy audience, they ranads across AdMob‟s network focused on Blackberry and iPhone users.AdMob‟s rich media and highly engaging ads enabled them to connect users directly to theirmobile site. Once on the site, they could learn more about the new Volkswagen Golf or evendownload related content such as screensavers.Result-All three objectives were met by the combined campaign. Awareness jumped exponentially and crossed the client‟s objective. By June 2010, Volkswagen‟s reputation for being a brand that “makes innovative cars” In the period from June 2009 to June 2010, they sold record breaking cars, with substantial orders coming in for the higher priced Passat and Jetta models.
Bibliography- 1. www.google.com 2. www.volkswagen.co.in 3. Times of India online archives 4. Hindustan Times online archives