Volkswagen India Analysis

Volkswagen (VW) is one of the world’s leading automobile manufacturers and the largest carmaker in Europe Founded in 1937 in Germany VW Group is the umbrella corporation for Audi, Bugatti, Bentley, Lamborghini, Porsche, SEAT, Skoda and Volkswagen The Volkswagen Group sells its vehicles in 153 countries

INTRODUCTION India is the world’s second fastest growing car market

Only a growing market

VW Launched in India in 2007

VW India has currently 7 models of cars targeted at different customers

Market study 70% of passenger cars are small cars in India The pricing needs to be within the competition Need for changing its market strategy for India  Challenges for VW Expertise in Premium cars Priority to performance Skewed towards compact cars Priority to economy

Pricing MODEL Polo Vento Jetta Passat Beetle Touareg Basic Variant Price (Rs) 4,42,000 7,08,400 13,10,082 19,20777 21,22,592 51,85160

Phaeton

76,29128

Marketing strategies

Worlds first talking newspaper !

Volkswagen took advertising to a new level with an innovative audio advertisement in newspaper. On Tuesday September 21, 2010 as readers opened the newspaper a lightsensitive chip attached to the page announced the arrival of “a perfectly engineered car” – the Vento. 25 lakh readers of The Times of India and The Hindu were taken by surprise It cost VW 5 crore rupees

Social media

o VW’s FB fan page has more than 25,000 followers o Twitter page has more than 7,500 o Replying to queries o Appreciating feedback o Run frequent contests  Official YouTube channel for VW 57 million subscribers worldwide Broadcast numerous videos for promotion and brand awareness  First auto major to establish a presence on LinkedIn company Pages Strong presence in Linkedin Their prime social media tool Have listed all of their 7 cars Have got a staggering 2772 recommendations  o Sustainable mobility and environment protection using BlueMotion Technologies

o Commitment to building environmentally friendly products and solutions o Developing vehicles that are smarter and more fuel efficient

Think Blue.

o Interactive website – innovationsforeveryone.com

o Encourage people to give their creative ideas o The best ideas win special prizes

o Mutual benefit

High

STARS

??? PASSAT PHAETON

MARKET GROWTH

TOUAREG VENTO

CASH COWS JETTA

BCG Matrix

DOGS

Low

POLO BEETLE High Low

MARKET SHARE