An in-depth analysis of Volkswagen and its STP

1. VOLKSWAGEN (STP)
A MARKETING PROJECT
-Lovneesh Anandani
Mriganka Sekhar das
Mehul Singh
Kriti Upadhyay
Krati Agarwal
Jharna Basumatary

2. Products Considered
Beetle Polo

3. • 1997-Inception and launch
• Its concept and its functional objectives
were formulated by the leader of Nazi
Germany, Adolf Hitler
• Introduced as a cheap, simple car that
relied more on mass production
• Termed as the “People’s car”.
• Relaunched in 2011 as a car for the
premium section

4. Demographic Psychographic
Behavioral
SEGMENTATION
• Occupation and Income
• Family Size
• Age: 25 and above
• Sex
• Brand Loyalty (discounts
on second car) and User
Status
• Personality
• Lifestyle
• Interests (Convertible
and hardtop)
Geography
• Places having a majority
of affluent population

5. People
without
children
Younger
generation
Baby
Boomers
• Families with 2 or more children
• Middle class
• The section of the society that relies
more on value-for-money and less on
blitz and glitz
NOT TARGETED

6. “Don’t leave
it
too late” “Think
Small”
Design is reliable, simple, original
and safe
Beetle is presented as a fashion trend
Volkswagen has positioned itself as the safety leader that
also offers eco- friendly driving.
They connect with the fun aspect as the car is designed like a person with
the headlights resembling the eyes.
POSITIONING

7. • The Volkswagen Polo is a car produced
by the German manufacturer
Volkswagen since 1975.
• It is sold in Europe and other markets
worldwide in hatchback, sedan and
estate variants.
• The Polo has been produced in six
generations

8. DEMOGRAPIC
: AGE,
GENDER,
INCOME
PSYCHOGRAPHIC :
Lifestyle, Hobbies
BEHAVIORAL
: Loyality
GEOGRAPHIC :
Cities with a higher
population of upper
middle class

9. • Upper-Middle and High Social
Class
• Youngsters
NOT TARGETED
TARGETED

10. POSITIONING
 Positioned as tough car for upper middle class and lower income segment groups.
 Preferred by expanding middle income segment .
 Owned by oldest car manufacturer, hence increased reach among masses.
 Positioned itself as safety leader that offers lower operating cost and eco-friendly driving.
 Projected as premium innovative brand.