Customer preference for volkswagen cars


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  • Volkswagen Jetta Comfort line Car Turn Out To Be Nightmare Sad story of my new car, I bought it in November 2014 & I realize that big names come with bad product also, but now it’s too late for everything. This is my humble efforts to save other people’s money that might be planning to buy the same shit. Car is life threatening form day one I parches from Global Galleries (Thane) INDIA, till today no one able to solve this manufacturing defects. Suddenly at any stage clutch get struck in between position & doesn’t come out until & unless you pull it out with hand force. It putting life of all people who is inside car in danger. In panic anything can happen from parson who is driving the car because on that instance heavy clutch plate burning smell come inside the car (this is due to Volkswagen Germany perfect design wow). When try to apply breaks it make big noise from wheels & it’s random you never know which wheel will buzz (again this is due to Volkswagen Germany perfect design wow). This is all about the perfect car from Volkswagen Germany, Now few words about the dealer M/S Global Galleries Pvt. Ltd. THANE (INDIA). Up to selling this car with my down payment all is well with this dealer, you can say 10 on 10 points. They deliver me a car with cabin light knob broken, they replace it after 15 days that to be with several phone calls. Month back I send my car with all this faults to said dealer for few dents on my car (line dent about 6 inches on driver side both doors & small dent on rare remaining door plus one dent on running board rare side) ,so as advise by dealer I clamed my insurance with M/S Future Generali Insurance , they are very happy to pass my claim & I realize one more thing that Global Galleries & Future Generali Insurance Company got very good understanding between them for making money. They charge me approximately Rs.27000/‐ out of that I only paid around Rs.3500/‐(in future they are free to hike my premium). When I ask clarification for this bill they told me they repainted all three doors with running board , I am still wonder about this bill (is there any control of Volkswagen India on their dealers? Or its money making racket between insurance company & dealer?) But still this was not end for this story. I got my car back with all those problem I said above & they add one more hell to it that, 3 doors look different with respect to rest of my car (my car color is pearl black & now 3 doors are black). Before it was just a faulty car now I lost the look also, what kind of professional dealer is this? Now I am speech less with Volkswagen Germany & with this professional dealer & feel like I lost my Rs.2000000/‐(32000 US$ Approximately.) on road cost for this shit. I will be glad if this information helps to saves the money who planning to buy this car. Victim : Nikhil Vagal
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  • thanks buddy it is really usefull..
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  • @kirandeepika1989 .. Thanks for appreciations.. :)
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  • really a good document... i am downloading this and thanks a lot for this document...and great work you did..
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Customer preference for volkswagen cars

  1. 1. SUMMER TRAING PROJECT REPORT ON “Customer awareness and preferring Volkswagen cars.” PREPARED FOR Volkswagen Lucknow Towards the partial fulfillment of MASTER OF BUSINESS ADMINISTRATION (Affiliated to U.P. Technical University, Lucknow)Guided by Submitted byMr. Adnan Khan Swamit Gupta SESSION 2008-09 1
  2. 2. ACKNOWLEDGEMENT Success of my project depends upon two factors Internal and External factorincludes sincere efforts, dedication to the work and good potential whereas internalfactors includes cooperation and supports of potential customers who patiently hearsabout the schemes and plans of VOLKSWAGEN and then gives response. Good guidance and cooperation from others are such external factors, whichaffects the percentage of success. Though in completing this project I tried my level bestbut it could not be possible without proper guidance from the staff of VOLKSWAGEN I wants to give my thanks to Mr. Adnan Khan (Sales Head) for his valuableguidance and suggestions, which I sincerely value and appreciate. SWAMIT GUPTA 2
  3. 3. PREFACEThe Post Graduate Degree in Business Management is of no such importance until andunless it is implemented in a practical way i.e. to say that this course is not restricted tobooks only. This project report is made on the basis of the summer training which Iundergone for full fledged period of two months. I had undergone training in the one ofthe most reputed automobile company in India, i.e. VOLKSWAGEN. The topic of mytraining was to know the effective factors of awareness and preferring Volkswagencars. Under this topic I was supposed to know the customers‟ satisfaction anddissatisfaction and what they desire in their cars. The training gave me a lot ofunderstanding about the customers views and requirements and their future plans forpurchasing and thus I made questionnaire on it and accordingly constructed variousgraphs on it based on certain analysis. 3
  4. 4. EXECUTIVE SUMMERY In each and every management training scheme there is a provision for real timejob experience within the academics time period. Call it summer training or corporatetraining or corporate interaction: the main aim of this is to utilize and implement thetheoretical knowledge of class room into corporate world. It is well said “nothing ismuch practical than a good theory”. But on very same we can‟t deny “Practical isbetter than theory.” Theses phrases are opposing to each other but also arecomplement to each other. Experiencing both in a good dedicated manner really plays alot in one‟s professional life. In the field of marketing there is no expectation with the market. Field experienceis very much necessary for the market professionals. In the stream of business theapplication of theory is very frequent. From the consumer behavior to consumersatisfaction, we have to study all this in the field of marketing. Marketing is now so muchdiversified that now it can be done by mere use of mobile phone and internet, theexperiencing the real marketing tactics is only possible by working in the field.Therefore I am really thankful to my college and Volkswagen for providing me withthis opportunity. 4
  5. 5. I have worked at different level and at different areas in company. In initial days Iworked on old data, Next job was to make phone calls to those customers who areable to purchase luxuries cars to convince them. The third phase was to go directly tothe customers and get their feedback to know about the opinion, complaint andsuggestion of consumers. I have tried my best to include all these above task in thisproject report. 5
  6. 6. Indexa) Acknowledgementb) Prefacec) Executive summaryd) contents1. Introduction 1-162. Company profile 17-303. Product profile 31-434. Specific information of organization 44-535. Objective of the study 54-566. Research Methodology 57-617. Problems & Limitations 62-638. Finding, Analysis & Interpretations 64-869. SWOT analysis 87-8910. Suggestion 90-9211. Conclusion 93-9412. Questionnaire 95-9913. Bibliography 100-103 6
  8. 8. INTRODUCTION TO THE TOPIC Today‟s society is warm with urbanization and demonstration effect. With a viewtowards it, there are drastic changes coming up in all sectors even in the automobileindustries. The following information gives an insight about it. In the present context the companies operate on the principle of natural selection–“Survival Of The Fittest”. Only those companies will succeed which at best match tothe current environmental imperatives – those who can deliver what people are ready tobuy. But real marketing does not involve the art of selling what the manufacturers make.Organizations gain market leadership by understanding consumer needs and findingsolutions that delight consumers. If customer value and satisfaction are absent, noamount of promotion or selling can be compensating. Hence the aim of marketing is tobuild and manage profitable customer relationship. 8
  9. 9. This is a part of the strategic marketing done by every company to achieve itsobjectives and goals. To maximize the profits and long term plans every organizationhas to follow a strategic planning. Marketing is much more than just an isolated business function – it is a philosophythat guides the entire organization towards sensing, serving and satisfying consumerneeds. The marketing department cannot accomplish the company‟s customerrelationship-building goals by itself. It must partner closely with other departments in thecompany and with other organization throughout its entire value – delivery network toprovide superior customer value and satisfaction. Thus marketing calls uponeveryone in the organization to “think customer” and to do all they can to help buildand manage profitable customer relationship. Marketing is all around us, and we need toknow that it is not only used by manufacturing companies, wholesaler and retailers, butalso by all kinds of individuals and organizations. There are four major, powerful themes that go to the heart of modern marketingtheory and practice, they are: BUILDING AND MANAGING PORFITABLE CUSTOMER RELATIONSHIPS. BUILDING AND MANAGING STRONG BRANDS. 9
  10. 10. HARNESSING NEW MARKETING TECHNOLOGIES IN THIS DIGITAL AGE. MARKETING IN A SOCIALLY RESPONSIBLE WAY AROUND THE GLOBE.What marketing is what it does and what it offers? “Marketing is a social and managerial process whereby individual and groupsobtain what they need and want through creating and exchanging products and valuewith others.” “Marketing management is the process of planning and executing the conception,pricing, promotion and distribution of ideas, goods and services to create exchangesthat satisfy individual and organizational goals.” “Marketing offers some combination of products, services, information, orexperiences offered to a market to satisfy a need or want” Marketing is an orderly and insightful process for thinking about and planning formarkets. The process starts with researching the market place to understand itsdynamics. The marketer uses research methodologies to identify opportunities, that is, 10
  11. 11. to find individuals all groups of people with unmet needs or latent interest in someproducts or service.The marketing process consists of the following: Analyzing marketing opportunities. Developing marketing strategies. Planning marketing programs Managing the marketing efforts. Before taking any decision and achieving the goals, it has to make analysis ofwhat to do, how to do, when to do, where to do and who is to do it. This is nothingbut strategic planning. Goals indicate what a business unit wants to achieve whereasstrategy is how to get there. Marketing strategies in simple terms are the complete and unbeatable plansdesigned specifically for attaining the marketing objectives of the firm. Marketing can be 11
  12. 12. called as a game plan for achieving its goals. Strategy choice will depend on whetherthe firm or the marketer plays the following roles: Market leader A challenger A follower A nicher The identification of objectives, both in quantitative and qualitative terms, is anessential backdrop to strategy formulation. Goals have a quality and time frameattached to them. These are typically spelt out in terms of financial return, market share,market presence, etc. Thus, the concept of market oriented strategic planning arises with the linkbetween the products the manufacturer is dealing in and the market conditions. In this 12
  13. 13. direction, our study deals only with the marketing strategies i.e. promotional strategies ofthe VOLKSWAGEN automotives. INTRODUCTION OF AUTOMOBILE INDUSTRY IN INDIA 13
  14. 14. INTRODUCTION OF AUTOMOBILE INDUSTRY One of the fastest growing industries in the world is automobile industry. Thisautomobile industry even has its influence on the Indian market. Probably automobileindustries occupy a large market share in the worlds market as well as in the Indianmarket. Nearly 18% of the total national income is being incurred from the automobileindustry. From this we can estimate how important the automobile industry in theimprovement of GDP of a country is. In India automobile industry has a growth rate is atthe average of 10-12%.INDIAN AUTOMOBILE INDUSTRY SINCE 1947: 14
  15. 15. It‟s fascinating drive through history, which begins as a story of isolation andmissed opportunities to one of huge potential and phenomenal growth. India‟s fixation with socialism and planned economies had a crippling impact onthe automotive industry in its formative years. The goal at that time for independent Indiawas self-sufficiency. Issues like quality and efficiency were simply not considered. Dependence of foreign technology was banned and manufacturers were forcedto localize their products; import substitution became the order of the day. Though welearnt to localize, the cars we made were all outdated designs with little or noimprovements for decades. The automotive industry stagnated under the government‟sstifling restrictions and the Indian car buyer was saddled with cars of appalling qualityand even then there was a waiting list that at one point stretched to eight years! This attempt at self-reliance failed miserably because of the industry‟s isolationfrom the best technology. The Japanese and later Korean auto industries were alsohighly protected in their formative years but they never shut the door on technology.Instead, they relentlessly tapped the best talent pools in the world to absorb the know-how to produce good cars. 15
  16. 16. One of the most important chapters in the Indian automotive industry‟s history waswritten by Maruti. It marked the Indian government getting into the far business in theearly 1980’s, a radical shift in thinking after decades of treating cars with disdain. TheMaruti 800 went on to become the staple car of India and put a nation on wheels. Thislittle car set a benchmark for price, size and quality and structured India as small carmarket. It wasn‟t till 1993 that things really started to change for the Indian car buyer. Withthe liberalization of the economy, a host of international carmakers rushed in. But mostof them were in for a shock as Indian customers rejected their product. Indian customersrefused to allow the glitter of prestigious brands blind them to the outdated andoverpriced products they were offered. The Indian consumer wanted super value, and rewarded the brands that deliveredit, handsomely. Hyundai and Maruti delivered, and profited. The period also saw theemergence of the Indian players like Tata Motors and Mahindra & Mahindra. They roseto the challenge of the MNC‟s and responded brilliantly with the Indica and the Scorpio.This was ironically due to the license raj that forced Indian carmakers to be innovativeand develop products frugally. India‟s frugal engineering skill has now caught the world‟s 16
  17. 17. imagination, and an increasing number of carmakers are preparing to setup majorcapacities here. India is changing. And changing fast. It‟s moving forward. India‟s largest-sellingcar is not its cheapest car, the 800. It is the Alto. People‟s aspirations are rising andso are their mistakes, have got their finger on the pulse of the market. Get the rightproduct and the rewards are handsome. The Indian auto industry is today bubbling with promise and confidence. It‟s beena long journey but to see where the Indian car industry is going. We have to see where ithas been.AUTOMOBILE INDUSTRY IN PRE-INDEPENDENCE: The first motorcar on the streets of India was seen in 1898, Bombay had it firsttaxicabs by the turn of the century. In 1903, an American company began a public taxi 17
  18. 18. service with a fleet of 50 cars. For about 50 years after car arrived in India, cars weredirectly imported. Before World War I, around 40,000 motor vehicles were imported. During theyears between the wars, a small start for an automobile industry was made whenassembly plant were established in Bombay, Calcutta and Madras. The import/assembly of vehicles grew consistently after the 1920s, crossing30,000 units by 1930. It was during the end of the war that the importance ofestablishing an indigenous automobile in India was realized. Premier Motors,Hindustan Motors and Mahindra & Mahindra set up factories in the 1940s forprogressive manufacture rather than assembly from imported components. The carsthey chose to make were the latest in the world when they were introduced in India inthe formative years of the industry.POST- INDEPENDENCE: 18
  19. 19. The government clamped down on imports and foreign investments. Companies like GMand Ford packed their bags and left. India‟s clock, thereafter, stood still while the worldraced on ahead. It would take nearly 50 years before the Indian auto industry couldcatch up with the rest of the world again.BROADBANDING ERA: In January 1985, the government announced it‟s famous „broad banding‟ policywhich gave new licenses to brad groups of automotive products such as two and four-wheeled vehicles. Through a liberal move, the licensing system was very much intact. Amanufacturer had to submit a phased-manufacturing programme to the Ministry ofIndustry specifying the indigenization progress and allowing for almost completeindigenization within five to seven years. The biggest hurdle was the foreign-exchange clearance required for these projects. 19
  20. 20. Except for MUL, which had direct access to policy-makers, every other manufacturer stillfaced a series of obstacles. Several new products were launched during this period. All three traditionalcarmakers added new models to their ranges – Standard Motors returned to the carbusiness after 10 years, when in 1985 it introduced the Standard 2000, a Rover SD1body with the old two-litre Vanguard engine. HM bought in a 1972 Vauxhall Victor in1985, transplanted its ageing Ambassador engine into it and the Contessa was born.The arrival of VOLKSWAGEN: Recently Volkswagen paved the way for sustainable market activities in India.With the investment agreement signed at the end of 2006 the brand sets a new coursethat unites two success stories – Volkswagen and India – in a common future. The German brand and Europe‟s largest automotive manufacturer will be enteringthe Indian market to meet the rapidly growing demand for mobility. Volkswagen will be 20
  21. 21. developing a vehicle in the foreseeable future specifically tailored to the needs of theIndian market offering all the features of a genuine Volkswagen. It is essential to ensure“Volkswagen quality built in India” as a genuine unique selling proposition and asymbol of quality.The other cars which have their share in the Indian Auto Mobileindustry are: The Indian auto industry has exploded in the last 14 years. And car makers arelearning some very hard truths. While the economic reforms process was kicked ofin1991, it was only in 1993 that the automobile industry was finally delicensed and therestrictions were removed. Between 1993 and 95, government regulations limited a foreign company‟s staketo a maximum of 51 percent of the equity. Hence the only method of entry for an MNCthen was through a joint venture with a local partner. The most preferred partner was anexisting automaker. In 1994-95 saw the announcement of quite a few JV‟s. Premier and Peugeot to form PAL-Peugeot. 21
  22. 22. GM and CK Birla to form GM India. Mercedes Benz and Tata Motors. M&M and Ford to form Mahindra-Ford India. In 1995, the government announced its decision to allow foreign auto companiesto enter with a 100% stake or wholly-owned subsidiaries. This changed the dynamics ofjoint ventures in India. The other automobile industries which play a crucial role in theIndian automobile industry are: Daewoo Motors India General Motors India Mercedes-Benz Hyundai Motors Honda SIEL Toyota Skoda India 22
  24. 24. The Volkswagen Group with its headquarters in Wolfsburg is one of the world‟sleading automobile manufacturers and the largest carmaker in Europe. In 2006, theGroup increased the number of vehicles delivered to customers to 5.734 million (2005:5.243 million), corresponding to a 9.7 percent share of the world passenger car market. In Western Europe, the largest car market in the world, nearly every fifth new car(19.9 percent) comes from the Volkswagen Group. Group sales rose in 2006 to 104.9billion Euros (2005: 95.3 billion). Profit after tax in the 2006 financial year amounted to2.75 billion Euros (2005: 1.12 billion). 24
  25. 25. Volkswagen is a part of group made up of eight brands fromsix European countries. INCLUDING… 25
  26. 26. Eight brands with own characters The Group is made up of eight brands from six European countries:Volkswagen, Audi, Bentley, Bugatti, Lamborghini, SEAT, Skoda andVolkswagen Commercial Vehicles. Each brand has its own character and operatesas an independent entity on the market. The product range extends from low-consumption small cars to luxury class vehicles. In the commercial vehicle sector, theproduct offering spans pickups, busses and heavy trucks. 26
  27. 27. 44 manufacturing facilities in 18 countries worldwide The Group operates 44 production plants in twelve European countries and afurther six countries in the Americas, Asia and Africa. Around the world, almost325,000 employees produce over 24,500 vehicles or are involved in vehicle-relatedservices each working day. The Volkswagen Group sells its vehicles in more than 150countries. It is the goal of the Group to offer attractive, safe and environmentallysound vehicles which are competitive on an increasingly tough market and which setworld standards in their respective classes 27
  28. 28. Volkswagen Makes Automotive History. When in 1937 the company known as "Gesellschaft zur Vorbereitung desDeutschen Volkswagens mbH" was founded, no one could have guessed that it wouldone day be Europes largest carmaker. The history of the company - with all its trials andtribulations - is first and foremost a story of impressive success.1937-1945 28
  29. 29. On May 28th, 1937 the "Gesellschaft zur Vorbereitung des DeutschenVolkswagens mbH" company is founded, and on September 16th, 1938 it is renamed"Volkswagenwerk GmbH". In early 1938, in what is today Wolfsburg, work begins onconstruction of the Volkswagenwerk plant which is to house production of the newvehicle designed by Ferdinand Porsche. During the Second World War Volkswagenwerk production is switched toarmaments. Some 20,000 forced laborers, prisoners of war, and later alsoconcentration camp prisoners, work at the plant. In September 1998, in recognition of the events of that time, VOLKSWAGEN AGestablished a humanitarian fund on behalf of the forced labourers compelled to work atVolkswagen during the Second World War. By the end of 2001 more than 2,050 peoplein 26 countries had received humanitarian aid from the fund. Furthermore, a Memorialin remembrance of the forced labour employed at the Volkswagenwerk plant iscurrently being established at Wolfsburg, involving contributions from present-dayVolkswagen apprentices. 29
  30. 30. 1945-1949After the end of the Second World War, in mid June 1945, responsibility forVolkswagenwerk is placed in the hands of the British Military Government. Under themanagement of Major Ivan Hirst, mass production of the Volkswagen Beetle isstarted.1949-1960 On March 8th, 1950 the Type 2 goes into production, expanding the companys 30
  31. 31. product range. The Volkswagen Bus, still today known to many as the "VW Bully",soon creates rising demand thanks to its multifunctional capabilities. In 1956 aseparate manufacturing base for the Transporter is established in Hanover, at thesame time setting down the roots of todays Volkswagen Commercial Vehicles brand. In 1955 employees and dealers from Germany and abroad celebrate theproduction of the one millionth Volkswagen Beetle in Wolfsburg.1960-1980 On February 17th, 1972 Volkswagen breaks the world car productionrecord: with 15,007,034 units assembled, the Beetle surpasses the legendarymark achieved by the Ford Motor Companys Model T, popularly known as the "Tin 31
  32. 32. Lizzy", between 1908 and 1927. In 1973 the Passat is the first model of the new generation of Volkswagenvehicles to go into production - with front-wheel drive, a water-cooled four-cylinderengine and a range of engines up to 110 bhp. The Passat is built in line with themodular strategy, by which standardized components usable in a range of differentmodels provide significant rationalization. In January 1974 the first Golf is built at the Wolfsburg plant. The compactsaloon quickly becomes a hit, and advances to become the legitimate heir to thelegendary Beetle. The same year also sees the launch of the sporty Scirocco, whichwas to continue in production until 1981. 32
  33. 33. In 1976 the first Golf GTI rolls off the production line. The car, with its110 bhpengine, creates a real furore on the roads - and lays the foundations for the birth of alegend. 1980-1990 In June 1983 production of the second-generation Golf begins. The car is designed for a largely automated assembly process, and in the specially erected final assembly hall, designated Hall 54, robots are deployed for the first time in vehicle manufacture. 33
  34. 34. 2000-2003 In August 2002, at Volkswagen Slovakia, as. in Bratislava, mass production ofthe Touareg, a luxury-class off-road vehicle, is started, marking the Volkswagenbrands move into an entirely new market segment. 34
  35. 35. 1990-2000 With the production launch of the Lupo 3L TDI, the first production car to offerfuel consumption of just three liters per 100 kilometers, in July 1999, Volkswagenonce again makes automotive history. In December 2002 the "Auto 5000 GmbH" company, operating a plant at theGroups site in Wolfsburg, starts production of the Touran compact van. A specialcollective pay model has been developed, aimed at implementing lean production andinvolving flat hierarchies, team working, flexible working hours and the deployment ofmore process expertise by the workforce. 35
  36. 36. In 2003 production of the fifth-generation Golf is started, embodying a newdynamism in its design and engineering. 36
  37. 37. PRODUCT PROFILE 37
  38. 38. THE PASSAT… The Genius Rejuvenation… 38
  39. 39. THE PASSAT Those who have the taste for the extraordinary can experience genuineenthusiasm in each and every Passat. The chrome elements, alloy wheels andexclusive interior assert the need for uniqueness and make you stand out in the crowd.Discover Passat – the elegant vehicle. Powerful and economical: The CR TDI engine The new common rail diesel engine in Passat produces 103 kW (140 ps) of power and still provides an impressive fuel economy. Tremendous control with DSG transmission The Direct Shift Gearbox (DSG) developed by Volkswagen not only allows for the fastest gear changes with the best dynamics, but also combined with the state-of-the-art 2.0 39
  40. 40. TDI with 103 kW / 140 PS engine, it also produces the lowrevs typical of diesel vehicles, saves fuel and reducesharmful emissions, all with the comfort of a real automatic.The feel-good factorPure relaxation is offered by the optionally available 12-wayfront seats with integral adjustable lumbar support. 40
  42. 42. THE JETTA 42
  43. 43. JETTA 8 airbags They have thought of everything in terms of safety on the Jetta: airbags for front passengers, curtain airbags at front and rear and side airbags at the front are included as standard. Disabling of the front passenger airbag also makes it possible for the tiniest passengers to be accommodated in child-seats beside you. Side airbags are also available for rear passengers (Comfort line). High-pressure diesel The 1.9 liter TDI with „Pumpe Düse‟ direct injection technology eliminates any compromise – you can have performance as well as exceptional economy. It develops impressive torque of 250 Nm at 1900 rpm and accelerates from 0 to 100 kph in just 11.8 seconds. 43
  44. 44. DSGThe diesel engine is available with the revolutionary 6-speedautomatic DSG gearbox that combines a 6-speed gearboxwith all the advantages of an automatic and manual gearbox(Comfort line). 44
  46. 46. THE TORAGUE 46
  47. 47. THE TOUAREG Within just four years about 300,000 car drivers worldwide have chosen todrive a Touareg. Right out of the gate, the Touareg has advanced to becomeone of the most successful luxury SUVs ever. On countless expeditions theautomotive globetrotter has circled the world, setting numerous records alongthe way. No other SUV has won the hearts of such a large community of carfans in such a comparably short period of time as the Touareg. Technology meets design A robust debut: at the Mondial de l‟Automobile in Paris in October 2006, Volkswagen presented the next Touareg generation ahead of its market launch starting on 30 November, 2006. 47
  48. 48. Technical innovations as a world firstThe Touaregs ABS plus system, developed andpatented by Volkswagen, is a world first. It detectsloose surfaces such as sand or gravel and shortensthe braking distance by up to 20% by means ofcontrolled locking of the brakes.Off-road comfortUnique features like the Electronic StabilizationProgram (ESP), the Electronic Differential Lock(EDL) and Traction Control System (TCS) providethe most comfortable and smooth off-road drive. 48
  50. 50. Achievements 50
  51. 51. Volkswagen’s Worldwide AchievementProduction celebration at Volkswagen: 25 million Golf produced Volkswagen in Wolfsburg produced the 25 millionth Golf on March 23, 2007. Theanniversary vehicle is a Golf Sport line 1.4 l TSI in tornado red with a power output of103 kW (140 hp) and dual clutch transmission. 51
  52. 52. Production anniversary at Volkswagen: 14 million Passat produced Emden/Wolfsburg, April 27, 2006 – Volkswagen in Emden today produced the 14millionth Passat worldwide. The model is one of the most popular mid-range cars andcurrently the most successful vehicle in its class in Germany.Production celebration at Volkswagen Slovakia: 250,000 Touaregscelebrated Bratislava/Wolfsburg, 26 April 2006. Volkswagen Slovakia, as. in Bratislava hasproduced the two hundred fifty thousandth Touareg. The vehicle is a reflex-silvermetallic Touareg with a 5 litre, V10 TDI engine producing 250 kW of power. 52
  53. 53. 9th Auto Expo, Delhi, 2008 Those who have the taste for the extraordinary can experience genuineenthusiasm in each and every Volkswagen car. The chrome elements, alloy wheels andexclusive interior assert the need for uniqueness and make you stand out in the crowd.Discover excellence. Volkswagen Passat It embodies the genuine enthusiasm and minute detailing 53
  54. 54. that have become hallmarks of each and every Volkswagencar. Start exploring what makes this car not only pleasurableto drive, but also one of the safest to be in. But please, donot just stop there. Reading about it can never tell you aboutthe true Passat experience. You will just have to drive it foryourself.Volkswagen TouaregThanks to its German engineering tradition, the powerfulSUV Touareg TDI combines excellent on and off-roadcapabilities with environment-friendly fuel efficiency. A hostof state-of-the-art features offers you the smooth ridecomfort of a premium sedan.Volkswagen PhaetonThe Phaeton is in every respect an extraordinary class ofcar. Built virtually by hand at the Transparent Factory inDresden, it features the finest materials, innovativetechnologies, outstanding design and extraordinary levels ofcomfort. 54
  55. 55. Volkswagen Tiguan Power and economy. Compactness and space. Civilization and wilderness. The new Tiguan crosses all boundaries. Dynamism on the road is guaranteed with its sporty equipment packages. Volkswagen Jetta Elegant power delivery at the highest level. The extraordinary design of the Jetta and its range of engines tailor-made to meet a wide variety of demands make it a distinctly superior class car. With technical innovations and the highest level of dynamic driving comfort, it sets new standards in its class. „three-liter-car’Volkswagen has developed the ‘three-liter’ Lupo with the aim of creating apassenger car that uses as little fuel as possible but still has a full equipmentspecification and also complies with the company’s own high standards of safety. 55
  56. 56. Numerous innovations have been introduced in the Lupo’s engine, transmission,running-gear, body and aerodynamics areas.The market as well as press and environmentalorganizations have paid significant attention to the Lupo: In Germany sales figuresfor the 3L cars have exceeded Volkswagen´s expectations. Almost every ninth carof the Lupo range is a ‘three-liter-car’. Moreover the German Association forTransport and the Environment (VCD), an environmentally committed NGO,evaluated the performance of the Lupo 3L TDI. Models available on the Germanmarket every year, awarding points for the environmental and health impact ofvehicle emissions. The Lupo 3L TDI is top of the current 2000 ‘Cars and theEnvironment’ table, as it was in 1999. 56
  57. 57. Numerous innovations have beenintroduced in the Lupo’s engine, transmission, running-gear, body andaerodynamics areas. 57
  58. 58. AWARDS Winning work (e.g. a Year Award Notes/Description book or performance)  Car and Driver Ten  2009 Volkswagen 2009 Best GTI  Green Car of the  2009 Volkswagen 2009  TDI Diesel Year Jetta Sedan  Car and Driver Ten  2008 Volkswagen 2008 Best GTI  Car and Driver Ten  2007 Volkswagen 2007 Best GTI  Motor Trend  2004 Volkswagen 2004 Sport/Utility Of The Touareg Year 2003  Car and Driver 5  2003 Volkswagen 58
  59. 59. Winning work (e.g. a Year Award Notes/Description book or performance) Best Trucks Touareg  Motor Trend Import  1999 Volkswagen 1999 Car of the Year New Beetle  Car and Driver Ten  1986 Volkswagen 1986 Best GTI  Motor Trend Car of  1985 Volkswagen 1985 the Year GTI  Car and Driver Ten  1984 Volkswagen 1984 Best GTI Rabbit 59
  60. 60. OBJECTIVES 60
  61. 61. OBJECTIVE OF THE STUDIESPrimary Objective: To know the effective factors of awareness and preferring VOLKSWAGEN cars.Secondary objective: To Study and analyze the Promotional Strategies of VOLKSWAGEN To know whether the customers are satisfied with the offers given by the dealer. To know which kind of offers can attract the new customers. To find the area to be improved. To find the reasons for the dissatisfaction. To know the influence of various Marketing Strategies, Promotional Activities towards the customers of LUXURIES CARS 61
  62. 62. TO study and analyze the customers perception regarding theusefulness/utility of VOLKSWAGEN cars. 62
  64. 64. RESEARCH METHODOLOGY “Marketing research is the function which links the customer and public to themarketer through information – information used to identity and define marketingopportunities and problems generate define and understanding of marketing asprocess”. Objectivity in research is all-important. The heart of scientific method is theobjective gathering of the information. Function as marketing research within thecompany as to provide the information and analytical necessary for effective. Planning of the future marketing activity. Control of the marketing operation in the present. Evaluation of marketing results. 64
  65. 65. AREA OF RESEARCH My working area was LUCKNOW & some parts near Lucknow.I have collected my data in these areas. As we know that those person will invest inluxuries cars who BUSINESSMEN or PROFESSIONALS.RESEARCH DESIGN Descriptive research design includes survey & fact finding inquiries of differentkinds. The major purpose of descriptive research is description of state of affairs as itexists at present.SAMPLE DESIGN Stratified sampling 65
  66. 66. SAMPLE SIZE The sample size of research is 100Methods of data Collection Data is the significant part of the research. Your all research depends upon yourdata. Whatever data is collected by me during the internship in the VOLKSWAGEN, Ican divide the method the collection of my data into two parts which are thus:- Primary data Primary data are those which are collected fresh and for the first time and thushappen to be original in chapters. I have collected my data through phone calling and through directcommunication with respondents in one form or another or through personalinterviews. Through observation method I was able to record the natural behavior of the 66
  67. 67. group. Sometimes I verify the truth of statements made by informants in the context of aquestionnaire. b. Secondary data Secondary data are those data which are being already collected by someoneelse and which have already been passed through the statistical process. I have collected my published date form Internet and the books, magazines andnewspaper. 67
  69. 69. LIMITATIONS OF THE STUDY The information given in the above part is based on market survey, meeting withthe people, and phone calls, and the other medium like internet. My project is basedupon the interaction with the people. We have to target only a particular segment (higher class & upper middle class) Sometimes customers don‟t give time. Sometimes customers give fake information. Customers like doctors don‟t have much time to visit showroom for test drive so we have to go to them at the time at which they are free. 69
  71. 71. 1. Which car (fuel based) do u prefer?a) Petrolb) Dieselc) L.P.G.Data analysis:Customers preference No of customersPetrol 34Diesel 50L.P.G. 16 71
  72. 72. 60 50 50 40 34 30 20 16 10 0 petrol diesel L.P.G. Column1 Column2 Column3Interpretation: by the result we came to know that the customers go for diesel one withsound quality. 72
  73. 73. 2. What do you feel great about your car when compared to other cars in themarket?a) Fuel efficiencyb) Durabilityc) Low maintenanced) Sound qualitye) SafetyData analysis:Customers perspective No of customersFuel efficiency 30Low maintenance 18Sound quality 22Safety 30 73
  74. 74. 40 34 30 26 22 20 18 10 0 Fuel efficiency Low maintenance Sound quality Safety No of customersInterpretation: From this question we can position the cars according to the customer’sperspectives. Many of the VOLKSVAGEN customers are buying the cars by seeing itsBrand Name only. The no. of customers satisfied with the fuel efficiency is very low. 74
  75. 75. 3. What kinds of offers do you like or expect from the dealer?a) Free insuranceb) Special discount on sale of carsc) Extending the service periodd) Finance availability with 0% interestData analysis:offers No. of customersFree insurance 16Special discount on sale of cars 14Extending the service period 40Finance availability with 0% interest 30 75
  76. 76. 45 40 40 35 30 30 25 20 16 14 15 10 5 0 Free insurance Special discount on sale Extending the service Finance availability with of cars period 0% interestInterpretation: By the result of this question we come to know about the variouspromotional techniques/offers which attract the customers. From the above analysismany customers are expecting the extension in the service period from the variousoffers given to them. 76
  77. 77. 4. What more do you expect from your dealer?a) Information about new carsb) Information about service and mileagec) Assistance regarding loans and insuranced) Understanding customer needsData analysis:Expectations of customer No. of customersInformation about new cars 20Information about service and mileage 36Assistance regarding loan & insurance 20Understanding customer needs 24 77
  78. 78. 40 36 35 30 24 25 20 20 20 15 10 5 0 Information about new Information about Assistance regarding Understanding cars service and mileage loan & insurance customer needsInterpretation: Most of the customers are expecting the information about service andmileage regarding the cars from the dealer. From the above analysis we come to knowabout the customer‟s expectations and their post purchase service demands from thedealer. 78
  79. 79. 5. Where do you get your car serviced regularly?a) At authorized service centreb) At a local workshop near my homeData analysis:Place of service No. of customersAt authorized service centre 70At a local workshop near home 30 79
  80. 80. 80 70 70 60 50 40 30 30 20 10 0 At authorized service centre At a local workshop near homeInterpretation: Most of the Volkswagen customers are interested to service theirvehicles only at the authorized dealers. From this we come to know what the importanceof authorized service centers for car is. 80
  81. 81. 6. What other brand(s) will you seriously consider before making this carpurchase?a) Hondab) MERCc) SKODAd) VolkswagenData analysis:Brand name No. of customersHonda 24MERC 30Skoda 36Volkswagen 10 81
  82. 82. 40 36 35 30 30 24 25 20 15 10 10 5 0 Honda merc Skoda ToyotaInterpretation: Most of the Volkswagen customers are opting for Skoda when they areasked to consider a brand other than VW. MERC occupies the second place in theirpreference. 82
  83. 83. 7. Can you share your experience with after sale service support?a) Very much satisfiedb) Satisfiedc) Okd) Not satisfiedData analysisPost service experience No. of customersVery much satisfied 10Satisfied 60Ok 18Not satisfied 12 83
  84. 84. 70 60 60 50 40 30 18 20 12 10 10 0 Very much satisfied Satisfied Ok Not satisfiedInterpretation: This question is prepared to know the service levels of the authorizedDealer. Most of the customers are just telling SATISFIED about the service. Only a veryfew customers are very much satisfied with the service. Even some of the customers arenot satisfied with the service given by the authorized service men. 84
  85. 85. 8. Which bank do you prefer in getting financial help while purchasing a car?a) ICICIb) HDFCc) SBId) OthersData analysisName of the bank No. of customersICICI 42HDFC 12SBI 40Others 6 85
  86. 86. 45 42 40 40 35 30 25 20 15 12 10 6 5 0 ICICI HDFC SBI OthersInterpretation: Most of the customers prefer ICICI and SBI banks for taking financialhelp while purchasing a car. Customers are asking for 0% interest on financial helpprovided by the banks. 86
  87. 87. 9. How do you feel when an unknown sales person approaches you by knowingyour full details to demonstrate about any product?a) I will not respondb) Lost my privacyc) Interested in knowing (if I feel a need of it)Data analysis:Customer opinion No. of customersI will not respond 22Lost my privacy 10Interested in knowing (if I feel a need 68of it) 87
  88. 88. 80 68 70 60 50 40 30 22 20 10 10 0 I will not respond Lost my privacy Interested in knowing of it) (if I feel a needInterpretation: This question is prepared indirectly to know about the customer‟sopinion about the Data Bank maintenance by the VOLKSWAGEN. In reply majority ofthe customers gave a positive reply by showing interest in knowing about the cars whena sales person gives a detailed description about the cars. 88
  89. 89. 10. What’s your opinion on a Brand Ambassador for the cars?a) Very necessaryb) Not neededc) Waste of money for manufacturerData analysis:Customer opinion on ambassador No. of customersVery necessary 86Not needed 14Waste of money for manufacturer 0 89
  90. 90. 100 90 86 80 70 60 50 40 30 20 14 10 0 0 Very necessary Not needed Waste of money for manufacturerInterpretation: This question is meant to know about the importance of BrandAmbassador for a car in the customer‟s point of view. Most of the VOLKSWAGENcustomers think that a Brand Ambassador is very necessary for promoting a car. 90
  91. 91. 11. What’s your opinion on the price list of Volkswagen cars?a) Affordable by common manb) Affordable only by rich manc) Can‟t sayData analysis:Customer opinion No. of customersAffordable by common man 12Affordable only by rich man 84Can‟t say 4 91
  92. 92. 90 84 80 70 60 50 40 30 20 12 10 4 0 Affordable by common man Affordable only by rich man Can’t sayInterpretation: More than 80% of customers think that VOLKSWAGEN cars areaffordable only by rich men. These cars are too expensive for an economic/commonman of the society. 92
  93. 93. SWOT ANALYSIS 93
  94. 94. Strengths Quality Reliable Performance-oriented Ability to design products with differentiating features Brand image Experience and know-how in technologyWeaknesses Market share is threatened by huge lineups from Toyota, BMW, Merc High labor costs Production facilities 94
  95. 95. Opportunities Road development Territorial expansion Car penetration in India Interest in environment friendly vehicles Tax benefitsThreats Global competition Government regulations fuel issues Rising oil and raw material prices in the world market. 95
  96. 96. SUGGESTIONS 96
  97. 97. VALUABLE SUGGESTIONS GIVEN BY CUSTOMERS:Please try to increase the number of Service centers.Keep Service Stations at main locations of the city where many customers feel iteasy to go to service centers.The service men in the service centers are unable to understand the problemstold by us, and they are not resolving the cars problems.Provide information on service and mileage regularly.Please provide information about new cars along with their price lists at leastonce in 6 months.Advertisements through televisions can influence many categories of people. Sotry to concentrate on this segment. We don‟t see or find much of theVOLKSVAGEN advertisements in T.V.Customer should be educated about the maintenance of the vehicle i.e.Maintenance tips should be provided.Mileage of the cars is not up to the expectations. 97
  98. 98. Mileage of TOURAG is very worst. Please try to rectify it.Please send the specially appointed feedback taking staff on Sunday eveningsonly. 98
  99. 99. Conclusion 99
  100. 100. The present research project on the customer awareness and preference ofVolkswagen cars helps to analyze and understand the present market scenario in thecity of Lucknow. Merc and Skoda are the strongest competitors so Volkswagen isrequired to work on its weaknesses like offers at the time of convincing customers andgiving various financial plans. At last I would like to say that Volkswagen should maintain and improve its marketshare in u.p. by improving its services and providing customer satisfaction 100
  101. 101. Questionnaire 101
  102. 102. Name:……………………Contact no…………………….Designation/occupation:………………………….E-Mail-id:…………………………..1. Which car (fuel based) do u prefer?a) Petrolb) Dieselc) L.P.G.2. What do you feel great about your car when compared to other cars in themarket?a) Fuel efficiencyb) Durabilityc) Low maintenanced) Sound qualitye) Safety 102
  103. 103. 3. What kinds of offers do you like or expect from the dealer?a) Free insuranceb) Special discount on sale of carsc) Extending the service periodd) Finance availability with 0% interest4. What more do you expect from your dealer?a) Information about new carsb) Information about service and mileagec) Assistance regarding loans and insuranced) Understanding customer needs5. Where do you get your car serviced regularly?a) At authorized service centreb) At a local workshop near my home 103
  104. 104. 6. What other brand(s) will you seriously consider before making this carpurchase?a) Hondab) MERCc) SKODAd) Volkswagen7. Can you share your experience with after sale service support?a) Very much satisfiedb) Satisfiedc) Okd) Not satisfied8. Which bank do you prefer in getting financial help while purchasing a car?a) ICICIb) HDFCc) SBId) Others 104
  105. 105. 9. How do you feel when an unknown sales person approaches you by knowingyour full details to demonstrate about any product?a) I will not respondb) Lost my privacyc) Interested in knowing (if I feel a need of it)10. What’s your opinion on a Brand Ambassador for the cars?a) Very necessaryb) Not neededc) Waste of money for manufacturer11. What’s your opinion on the price list of VOLKSWAGEN cars?a) Affordable by common manb) Affordable only by rich manc) Can‟t say Thanks for taking the time to fill out this questionnaire and for providingvaluable information which will be used for my project work, market researchstudies and reports. We do not share or sell your name, address or any other datawith any outside company for any purpose. 105
  106. 106. BIBLIOGRAPHY 106