IntroductionThe Volkswagen Group, one of world`s leading automobile manufacturers and the largest carmaker in Europe. The Group operates 48 production plants in thirteen Europe countries and a further six countries in the Americas, Asia and Africa. Around the world, more than 360,000 employees produce almost 25,400 vehicles or are involved in vehicle-related services each working day. The Volkswagen Group sells its vehicles in more than 150 countries. Recently years, global warming has become an international problem.
The co2 from the vehicle is one of the most direct courses. Now, as the leader of the automobile manufacturers. Volkswagen pools all of its eco-friendly innovations under an umbrella brand that signifies efficiency: Blue Motion Technologies. This year, the vehicles labeled with Bluemotion tag is going to sell in eastern china and shanghai.
Main body1. Marketing concept of the Volkswagen Shanghai1.1Original idealsA company always needs original ideals. Especially a big company like Volkswagen. The market changes everyday, people`s consumptive ideas changing everyday also. So, original ideals can help the company catch its old customers and attract new customers.
1.2 Be a civic-minded companyAlways pay more attention to the environment and do more public activities. Volkswagen is a big company, but also a part of the society. As a automobile manufacturer, should always pay attention to the environment. The vehicles it makes will produce much waste gas. So, pay attention to the environment protection can show the responsibilities of the society and its customers.
1.3Customer-focusedCustomer is the source of life of the company. A company always needs to take care of the customers. Give them best vehicles, never cheat them. Never let them lose the trust of the company. Good after-sell service is also needed. No one can promise the vehicle won`t have problem after the customer bought it. Fix it and a sincerely apologize can solve many unnecessary problems.
Focus on the customer can also make a good benefit. For example, the Touran from Volkswagen has a good humanistic design. This car have a perfect order of its seats. The car itself is not big, but this design makes the space inside much larger than any cars in the same size. This makes Touran be the best choice for the middle class and makes a lot of money for the Volkswagen.
2. Market positioningEastern China and shanghai is the richest place of China. This part produce the largest part of GDP in China. This is the best place to sell the vehicle with bluemotion technology. But not everyone in eastern China and shanghai will be interested. Here is the positioning of the market.
2.1 Market classify2.1.1 Market in single people
By the great economic growing in China, more and more people can by a private car. This would be a great market for the vehicle with bluemotion technology.
126.96.36.199 Classify by sex
Most males have a great interested in the vehicle, a large part of them would like the big vehicle with a strong power. Many cars in Volkswagen, like Lamborghini. A supercar. Many men dreamed to have one. Females would be interest in a small and good looking vehicle. The Volkswagen Beetle`s streamlined outlook and colorful appearance is the best choice for a women.
188.8.131.52 Classify by age
In technically, the Volkswagen car is suitable for very level of age, someone who can drive a car. But the main level is the people from 25 to 60, who have ability to buy a car by himself. So, the main market is the adult from 25 to 60.
184.108.40.206Classify by income
The vehicles produce by Volkswagen are in the medium and high grade. The bluemotion technology is mainly use in the vehicles better than average. People with low income will not able to afford it. People with high income would like to buy the cars in top grate. So, people`s income between 5000-10,000RMB per month will be interest in the vehicle with bluemotion technology.
220.127.116.11Classify by the road condition
Road condition is a major determinant of the vehicles. Road in downtown will be suitable for the vehicles produce by Volkswagen. Countryside is also all right, but not a best choice for it.
18.104.22.168Classify by the occupation
Eastern China and shanghai have a large territory and have a big amount of occupations. Most occupations need a transport. Someone who lives away from his company will need a economical and environmental vehicle. The vehicle with bluemotion technology will be their best choice.
Above all, a person, no matter a woman or a man, age between 20 to 60, who have a driving ability, can make money between 5000 to 10,000 per month, need a vehicle to go to work and live in a place with good road condition, will be the market of the Volkswagen`s car with bluemotion technology.
2.1.2 Market in public transport
22.214.171.124Public transport is the mainly transportation in a big city. Most city in eastern China and shanghai have a mature public transport system. Includes: subway, bus, ferry, light railway and taxi. Bus and taxi should use the vehicle and the vehicles with bluemotion technology is the best choice for taxi.
126.96.36.199Every taxi company have their own needed and choice. Vehicles from Volkswagen with bluemotion technology is suit for the companies which needs lower fuel cost, more steady fuel supply and of course ,better environmental protection. This technology make the car to use diesel oil and make the much lower oil consumption. It also provide lower co2. This is good for the environment .
Above all, the taxi company which need needs lower fuel cost, more steady fuel supply and better environment protection will need the vehicle with bluemotion technology .
2.1.3 Market in collectiveCollective is a big market for vehicle selling. Almost every collective need some vehicles for transport. No meter a factor or a government department.
188.8.131.52First, a collective should be a large collective that can afford the cost of the cars and the fuel the cars need. This a large money if there is a large amount of cars.
184.108.40.206Second, the collective should have enough environmental awareness. The main aim of bluemotion is environmental protection. The collective which have environmental awareness will like to try the vehicles with this technology. 220.127.116.11
Third, the collective should have the wish to buy a car. Many collectives have saturated with the cars already. The Volkswagen should find out the collectives which still need cars.
Above all, the collectives which have enough fund, environmental awareness and willing to buy a car is the main market for the Volkswagen.
2.2 Market positioningIn the end, the main market for the vehicle from Volkswagen with bluemotion technology is: the people no matter a woman or a man, age between 20 to 60, who have a driving ability, can make money between 5000 to 10,000 per month, need a vehicle to go to work and live in a place with good road condition, the taxi company which need needs lower fuel cost, more steady fuel supply and better environment protection, the collectives which have enough fund, environmental awareness and willing to buy a car.
ConclusionThe Volkswagen should focus on the customers and always have original ideals. The market positioning is also very important. The Volkswagen should always know where the customers are and who is the customer. This will help the Volkswagen to sell the vehicle with bluemotion technology a lot.