2. A German automobile manufacturer founded
in 1937
Ranked as the 3rd largest manufacturer in
2009 according to International Organization
of Motor Vehicle Manufacturers (OICA)
Provides many different types of cars: targets
for midsize market are the most popular and
successful
3. However, VW has been rated poorly in the
worldwide markets recently, compared to other
manufacturers’ vehicles due to the poor quality
of the products
→ low net sales and profits
Possible Solutions
•Improving technologies are essentially needed
•Appealing unique designs to customers
4. VW is well-known for their simple and
unique designs.
In order to recover profits, VW want to
appeal more about their unique designs to
customers
Main marketing Strategy
→”To Capture Her Attention”
5. Target → females aged 24 to 33
: Women are highly sensitive to trends and
designs compared to men
: Females aged 24 to 33 tend to choose
products primarily based upon qualities
and prices with heavy reliance on designs
6. VW want to use a variety type of social
media as your marketing tools
Possible marketing tools
• Social media marketing
• Internet marketing
• Mobile marketing
7. Blogs
: Update the recent news about designs and
qualities of products
: Provide the detailed information about uniqueness
of designs compared to other manufacturers
SNS (Facebook or Twitter)
: Interact with customers consistently and encourage
customers to have some feedbacks about your
designs
: Rewards system with customers who give some
ideas for future designs of VW
8. Mobile Marketing: Creating Apps
→ Since more than 1 billion people in the world use
smartphones, VW want to create your own mobile apps
• having functions of finding the closest dealer shop
(GPS System)
• allowing to make an appointment ahead through
mobile (Convenient and time saving)
• encouraging customers to post reviews through
mobile
9. Internet Marketing: Use of Google AdWords
• creating Pay-per-Click format of campaign such as
Volkswagen (VW) Cars
Looking for unique designs? Want something more special?
Welcome to Volkswagen. This site is for brand new Volkswagen automobiles, services,
prices, technologies, and reviews of Volkswagen owners. Take your time to get to know
all about Volkswagen today!
www.volkswagen.com
• Pay-per-Click (PPC) Advertising?
: An Internet Advertising model used to direct traffic to websites,
where advertisers pay the publisher when the ad is clicked
10. ∎ How to evaluate success of strategy?
- Tracking the results of advertising and promotional plan
by comparing net revenues (Profit-Cost analysis)
- Surveying customers and employees through on and off-line
∎ Optimal amount of Budget
- 3.5 million dollars are enough to cover all costs of advertising
- Recommended dollar allocation
• Social Media Marketing: 1.5 million dollars
• Mobile Marketing: 1 million dollars
• Internet Marketing: 1 million dollars
- The budget for social media marketing is the largest because
almost every person uses social media, such as Facebook and
Twitter and the impact of social media is enormously huge
- VW need to be aware of seasonal peak of Fall since many new
models of cars are released in Fall.
