Volkswagen Group India's brand strategies in India include launching Skoda in 2001, followed by Audi and Volkswagen in 2007. VW approaches the Indian market with an innovative, valuable, and responsible strategy focused currently on innovation. This includes digital marketing campaigns and social media presence. Skoda aims to bring affordable yet premium diesel cars to India. Audi focuses on being innovative, modern, and sporty through brand building and engaging with Bollywood. Tata Motor's global strategy is to focus on similar markets to India through acquisitions and partnerships to expand its product portfolio, technology, and distribution networks internationally.

1. • GROUP C1

2. Question
What are VW‟s brand strategies in India?
(Audi, Skoda, VW)

3. Volkswagen
 Volkswagen Group
India, the Indian subsidiary
is a part of Volkswagen AG
 Headquarters → Pune
 VW‟s foray into India
started in 2001 when it
launched the Skoda brand
 2007 – Audi & Volkswagen
launched

4. Volkswagen
 Approached India with a radically
different and innovative marketing
strategy
 Three key pillars -
innovative, valuable and responsible
 Currently the brand is focusing on
the first pillar
 Raised the brand awareness from 8
percent to 39 percent within a year
 Digital marketing - one of the key
media of marketing
 Company launched an integrated
marketing campaign to build its
brand image

5. Innovative Marketing
 Trendsetter in innovative marketing
 VW India created a path breaking
campaign – the “talking newspaper”
 „Silver Jacket‟ - Print campaigns in glossy
paper with metallic finish, „Time for
Volkswagen‟
 360⁰ Campaign – Everywhere the
customer looks, he looks at your brand
 Social Media –
Facebook, Twitter, LinkedIn

7. SKODA
 Launched its first product, OCTAVIA, in
India in 2001
 Strategy of gauging the price sensitive Indian
market
 One step ahead of its rivals to save cost and
make cars more affordable in India
 VW group will integrate all of its
manufacturing facilities in India to contain
costs
 The basic strategy of Skoda was to bring
premium diesel cars to the Indian market

8. Skoda Fabia
 The Skoda Fabia - super
hatchback
 "The Fabia is a car so good
that you won't believe it's a
Skoda“
 The Fabia was launched with
a number of television, print
and poster ads
 The initial TV campaign ran
for four-and-a-half weeks
and the print and poster
campaign ran for two weeks.

9. Audi
 One of the world‟s leading
premium brands
 Innovative, modern and
sporty
 Significant amount of
classical above-the-line
brand building
 Digital space is extremely
important
 From M-B-A to A
 Engaging our brand with
Bollywood movies

10. Audi
 Audi‟s logo, image, colors and
designs are consistent
 Current marketing spend
60% - Print
15% - Traditional Online
15% - Social Media
10% - Television
 Great design feature - Daytime
running lights
 “S” shape lights have made the
car identifiable from a distance

11. QUESTION
Analyze TATA Motors‟ global strategy towards
becoming an auto major

12. TATA MOTORS
 One of the world’s largest
manufacturers of commercial
vehicles
 South Korea, Thailand, South
Africa, Argentina and is
planning to set up plants in
Turkey Indonesia and Eastern
Europe
 First company from india's
engineering sector to be listed
in the NYSE

13. GLOBAL STRATEGY
 Focus on a narrow base
of 14-15 countries where
market conditions are
similar to that of India
 The idea is to have self
sustained operations in
this narrow band of
countries

14. In South Korea
 Entered by acquiring
Daewoo
 Daewoo - Tremendous
synergies in terms of
product strategy and R &
D
 Tata Motors planned to
use this to leverage the
technology

15. In Thailand
 Formed a joint venture with
Thonburi Automotive Plant
 Thailand is the second most
competitive market for pickups
 New pickup trucks developed
here will be sold in both
domestic and export markets.

16. In America
 Alliance with Fiat
 A relationship that seeks to
play off mutual strengths
 Tata Motors will have access
to Fiat's multi-jet diesel
engines
 A new car plant providing
flexibility in production

17. Jaguar Land Rover
 Acquiring JLR → significant
potential for revenue
synergies
 Greater international
distribution, broader product
range and better customer
service skills
 Access to world-class
engineering capability

18. What did they Achieve?
National Footprint
Product portfolio
Unique Customer Experience
Leverage technology
Brand Reputation

19. THANK YOU!