a project report on marketing strategies

8/12/2019 A Project Report on Marketing Strategies

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1A PROJECT REPORT ON MARKETING STRATEGIES

OF VOLKSWAGEN INDIA, VISAKHAPATNAM

Data providd !r i" #ot a$"o%&t'(it" o#%) *or r*r#+

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CHAPTER 1

1(1 I#trod&+tio#

1(- Nd For T! St&d)

1(. O$/+tiv" O* T! St&d)

1(0 S+op o* t! "t&d)

1( Mt!odo%o2) O* T! St&d)

1( Li3itatio#" O* T! St&d)

CHAPTER 4 -

VOLKSWAGEN IND5STR6 PROFILE

CHAPTER .

VOLKSWAGEN COMAN6 PROFILE

CHAPTER 0

THEORITICAL FRAMEWORK OF

MARKETING STRATEGIES

CHAPTER

ANAL6SIS 7 INTERPRETATION

CHAPTER 8

8(1( FINDINGS

8(-( S5GGETIONS

8(.( S5MMAR6

8(0 CONCL5SION

ANNE9T5RE

:&"tio##air

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1(1 INTROD5CTION TO THE PROJECT

The project title is MARKETING STRATEGIES serve as the fundamental

underpinning of marketing plansdesigned to fill market needs and reach marketingobjectives.

This industrial training makes the management students under go practicall !hich the kno!

theoreticall. ".#.A. student can imagine the problems !ith the theoretical kno!ledge he has$

but he can onl solve it !hen he has practical e%perience or kno!ledge.

&o$ it is a compulsion for all "#A students to undergo the month's practical training in their

concerned subjects in an industr or compan. After that !e are re(uired to submit a project

report on the practical e%perience !e have ac(uired.

&o$ I undergone to the practical training in one of the leading Automobiles in Andhra Pradesh

i.e. )*+,&-AE/ ATR CAR& P)T +T0$ !hich is situated on /.H.12$ opp

#HP)$)isakhapatnam.

"arketing strateg is also kno!n as geographical market analsis and it is the Easiest -a to

Identif -here 3our Customers Come 4rom and -ho The Are. This project focus on to kno!

the profile and from !hich geographical part of visakhapatnam the potential customer of

)olks!agen cars can be and !hat is the consumer behavior of various users of cars like ho!

man cars do the have and after ho! much do the like to change their cars . The !hole surve

has been done in various parts of )isakhapatnam cit like 4ocal Point$ Industrial Area.

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http://en.wikipedia.org/wiki/Marketing_planhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Marketing_planhttp://en.wikipedia.org/wiki/Marketing


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1(-( NEED OF THE ST5D6

The modern !orld emphasi5es on purposeful learning e%periences under natural condition to

meet the cutthroat competition e%isting in the !orld. &o$ under such circumstances a project can

be defines is 6a purposeful dedicated effort in social environment to earn and nourish in the

present !orld.7 &o$ the summer training undergone is of immense benefit to us. The training

undergone gives lot of practical e%posure and the real !orking environment.

After kno!ledge of management theories and practices it becomes ver essential to recogni5e

the practical implementation of everthing learned. &o in order to meet the challenges$ !e

marched to!ards common goal. The training enabled is a real platform of life to implement the

kno!ledge in the natural and practical !orking conditions of a corporate house.

1(.( O;JECTIVES OF THE ST5D6

The stud has been under taken to anal5e the customer profile and mapping to understand the

consumer behavior regarding automobile sector.

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O$/+tiv""=a2# has become a large international corporation from !here it started and

e%panded to different !orld!ide markets and countries. The !orld head(uarters of

Vo%>"=a2# are located in its home countr in -olfsburg$ erman. Vo%>"=a2# A$

o!ned b the Vo%>"=a2#roup$ is situated !ith other car manufacturers including Audi$

&EAT$ +amborghini$ #entle$ #ugatti$ &cania$ and &koda. Vo%>"=a2#is currentl EuropeGs

largest automaker. 4or a long time$ Vo%>"=a2#has had a market share over "=a2#officiall ranks as the rd largest manufacturer behind Tootaand

" as measured b *ICA in


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O=#r"!ip

Vo%>"=a2# is a publicl traded compan$ !hich issued ordinar shares and preferred

shares. The o!nership structure is comple%. The follo!ing table sho!s the current

shareholder structure. /ote that neither the Porsche Automobil Holding nor the Porsche

mbH are identical !ith the 0r. Ing. h.c. 4. Porsche A$ !hich is responsible for the

production of Porsche sports cars. The Porsche Automobil Holding is o!ned b the Porsche

famil$ the Emirateof atar$ ;?.? are o!ned b the Vo%>"=a2#A. The Porsche mbH

!as sold to the Vo%>"=a2#A.

S!ar" H%d $)

29.DB as of 9 Jan "=a2#also has a ne! plant in the nited &tates. In


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olf$ to mid1si5e Jetta and Passat$ and full1si5e Phaeton. &)s include the Tiguan and

Touareg.

)olks!agens current model range8

4o%

Polo

olf

olf Plus

#eetle

Passat

Passat CC

&cirocco

Tiguan

Eos

Jetta

Touran

&haran

Touareg

Phaeton

E#viro#3#ta% r+ord

)olks!agen first implemented its seven environmental goals in Technical 0evelopment in

=??B. The plan contains themes involving climate protection$ resource conservation$ and

healthcare$ through objectives such as reducing greenhouse emissions and fuel consumption$

enabling the use of alternative fuels$ and avoiding the use of ha5ardous materials. The

original =??B goals have since been revised in


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In =?>=$ no! based in Hanover$and renamed )olks!agen "otorsport$ )- took a ne!

direction into ralling$ !ith the launch of the first1generation olf$ and &!edenGs Per

Eklund$ 4renchman Jean1+uc ThLrier$ and the 4inn Pentti Airikkala. The final chapters

in )olks!agen Racing ,Gs ralling stor !ere the Gone1makeG Castrol Polo Challenge$

and the Polo TI G&uper =B99G in


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In


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CHAPTER

VOLKSWAGEN COMPAN6 PROFILE

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The Indian automobile industr seems to come a long !a since the first car that !as

manufactured in "umbai in =>?>. The automobile sector toda is one of the ske sectors of the

countr contributing majorl to the econom of India. It directl and indirectl provides

emploment to over =9 million people in the countr. The Indian automobile industr has a !ell

established name globall being the second largest t!o !heeler market in the !orld$ fourth

largest commercial vehicle market in the !orld$ and eleventh largest passenger car market in the

!orld and e%pected to become the third largest automobile market .

The gro!th of the Indian middleclass along !ith the gro!th of the econom over the last fe!

ears has resulted in a host of global auto giants setting their foot inside the Indian Territor.

"oreover India also provides trained manpo!er at competitive costs making the countr a

manufacturing hub for man foreign automobile

I#dia# A&to3o$i% E?port 3ar>t

India is a ver favorable market for small cars be it production$ sales or e%port. &ince the Indian

automobile industr is the largest manufacturer of small cars companies like Hundai and /issan

"otors e%port about


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0C 0esigns

&!araj "a5da +imited

)olks!agen.

C&rr#t E?i"ti#2 Da%r" i# I#dia

Vi"a>!apat#a34 Vo%>"=a2# Vi"a>!apat#a3

ATR CAR& pvt. ltd

L&d!ia#a 4 Pr"ti2 Motor", La%%) Motor" I#dia Privat Li3itd

N A!3da$ad 4 Vo%>"=a2# A!3da$ad

Automark "otors Pvt.+td

N ;a#2a%or 4 E%it Motor" Pvt(Ltd

N ;a#2a%or 4 Vo%>"=a2# Pa%a+ Cro""

N C!a#di2ar! 4 G#&"" Motor", S=a3i A&to3otiv" Pvt(Ltd(

N Co+!i# 4 Vo%>"=a2# Co+!i#

E)" "otors F )ehicles India Pvt +td

N C!##ai 4 Vo%>"=a2# C!##ai

A#RA "otors Private +imited

N Coi3$ator 4 Vo%>"=a2# Coi3$ator

Ramani Cars Private +imited

N D%!i 4 DD A&to=or%d Privat Li3itd

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N D%!i 4 Ka"!)ap V!i+% Wor>" Privat Li3itd

N D%!i W"t 4 Vo%>"=a2# D%!i W"t

-orld class Automobiles Pvt. +td.

N Goa 4 Vo%>"=a2# Goa

Caculo Automotive Pvt. +td

N H)dra$ad 4 Orio# Motor"

N Jaip&r 4 Vo%>"=a2# Jaip&r

Tana Cars Pvt +td

N Ko%>ata 4 Vo%>"=a2# Ko%>ata

*&+ E%clusive Pvt +td

N M&3$ai 4 Vo%>"=a2# Do=#to=# M&3$ai

N P 4 Vo%>"=a2# P

)idut "otors Pvt. +td

N S&rat 4 Vo%>"=a2# S&rat/avjivan Auto &(uare Pvt. +td

Vario&" po"itio#" o* Vo%>"=a2# Da%r" i# I#dia"=a2# Car Da%r" i# Vi"a>!apat#a3.

iven belo! is the contact details$ email and telephone number of )olks!agen )isakhapatnam

dealer. 4or all our (ueries relating to )olks!agen )isakhapatnam service and )olks!agen

)isakhapatnam price$ ou ma contact the )olks!agen )isakhapatnam dealer.

/umber of )olks!agen 0ealers in )isakhapatnam 8 1

/umber of )olks!agen 0ealers in Andhra Pradesh 8 0

Vo%>"=a2# Da%r" i# Vi"a>!apat#a3

Vo%>"=a2# Vi"a>!apat#a3 Addr"" ti#2 Strat2)ti#2 "trat2) is a process that can allo! an organi5ation to concentrate its limited

resources on the greatest opportunities to increase sales and achieve a sustainable competitive

advantage.

"arketing strategies serve as the fundamental underpinning of marketing plans designed to fill

market needs and reach marketing objectives. Plans and objectives are generall tested for

measurable results. Commonl$ marketing strategies are developed as multi1ear plans$ !ith a

tactical plan detailing specific actions to be accomplished in the current ear. Time hori5ons

covered b the marketing plan var b compan$ b industr$ and b nation$ ho!ever$ time

hori5ons are becoming shorter as the speed of change in the environment increases. "arketing

strategies are dnamic and interactive. The are partiall planned and partiall unplanned.

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"arketing strateg involves careful scanning of the internal and e%ternal environments !hich are

summari5ed in a &-*T analsis. Internal environmental factors include the marketing mi%$ plus

performance analsis and strategic constraints. E%ternal environmental factors include customer

analsis$ competitor analsis$ target market analsis$ as !ell as evaluation of an elements of the

technological$ economic$ cultural or politicalOlegal environment likel to impact success. A ke

component of marketing strateg is often to keep marketing in line !ith a companGs overarching

mission statement.#esides &-*T analsis$ portfolio analses such as the EO"c,inse matri%

or C*PE analsis can be performed to determine the strategic focus.

*nce a thorough environmental scan is complete$ a strategic plan can be constructed to identif

business alternatives$ establish challenging goals$ determine the optimal marketing mi% to attain

these goals$ and detail implementation. A final step in developing a marketing strateg is tocreate a plan to monitor progress and a set of contingencies if problems arise in the

implementation of the plan.

"arketing strategies ma differ depending on the uni(ue situation of the individual business.

Ho!ever there are a number of !as of categori5ing some generic strategies. A brief description

of the most common categori5ing schemes is presented belo!8

&trategies based on market dominance 1 In this scheme$ firms are classified based on theirmarket share or dominance of an industr. Tpicall there are four tpes of market

dominance strategies8

o +eader

o Challenger

o 4ollo!er

o /icher

Porter generic strategies 1 strateg on the dimensions of strategic scope and strategic

strength. &trategic scope refers to the market penetration !hile strategic strength refers to

the firm's sustainable competitive advantage. The generic strateg frame!ork @porter

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=?>; comprises t!o alternatives each !ith t!o alternative scopes. These are

!ifferentiationand lo"#cost leadershipeach !ith a dimension ofFocus1broad or narro!.

o Product differentiation @broad

o Cost leadership @broad

o "arket segmentation @narro!

Innovation strategies 1 This deals !ith the firmGs rate of the ne! product development and

business model innovation. It asks !hether the compan is on the cutting edge of

technolog and business innovati

There are three tpes8

o Pioneers

o Close follo!ers

o +ate follo!ers

ro!th strategies 1 In this scheme !e ask the (uestion$ 6Ho! should the firm gro!S7.

There are a number of different !as of ans!ering that (uestion$ but the most common

gives four ans!ers8

o Hori5ontal integration

o )ertical integration

o 0iversification

o Intensification

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http://en.wikipedia.org/wiki/Business_model_innovationhttp://en.wikipedia.org/wiki/Pioneershttp://en.wikipedia.org/wiki/Horizontal_integrationhttp://en.wikipedia.org/wiki/Vertical_integrationhttp://en.wikipedia.org/wiki/Diversification_(marketing_strategy)http://en.wikipedia.org/wiki/Business_model_innovationhttp://en.wikipedia.org/wiki/Pioneershttp://en.wikipedia.org/wiki/Horizontal_integrationhttp://en.wikipedia.org/wiki/Vertical_integrationhttp://en.wikipedia.org/wiki/Diversification_(marketing_strategy)


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T)p" o* 3ar>ti#2 "trat2i"ti#21 marketing b ad placement based on search engine (ueries$

!here the advertiser onl pas for advertising !hen someone clicks on the ad. oogle

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has become the leader in performanceOsearch marketing 1 because of its po!erful search

engine and data resources.

;a##r 3ar>ti#21 once the main form of online marketing during the tech bubble$ has

lost favor to performance marketing. The once high cost of banner placements did not

necessaril translate into sales conversions. #anners are no! for the most part$

considered as supplemental advertising$ e%cept !hen the banner is itself a form of

conte%tual or performance marketing.

E3ai% 3ar>ti#2 a#d pr"" r%a"" 1 considered b man toda to be the king of

marketing online. 3ou can commonl hear marketers sa stuff like the mone is in the

list !hen referring to email marketing. #e!are though that there are acceptable and

unacceptable forms of email marketing. #e careful not to become a &PA" artist

So+ia% Nt=or>i#2 a#d So+ia% ;oo>3ar>i#2 1 This tpe of marketing has (uickl

gained favor !ith the e%plosion of social net!orks like "&pace$ T!itter and 4acebook.

The are such po!erful promotional tools that not onl businesses are tapping into them 1

so are politicians$ musicians and celebrities. ItGs phenomenal ho! (uickl ou can get the

!ord out about something and have it travel the !orld !ithin minutes.

A**i%iat Mar>ti#2 4 a bit slo!er to develop than other tpes of marketing strategies

online$ affiliate marketing has no! become a multi1billion dollar industr. The concept of

affiliate marketing is to let !ebsite o!ners promote our products or services and give

them a commission for ever sale or lead the generate for ou. ItGs a ver efficient form

of marketing because the cost to set up and implement is relativel lo!$ and ou let the

real e%perts promote our brand for ou 1 on a performance basis.

Word o* Mo&t! Mar>ti#2

# far the most po!erful form of marketing is and !ill al!as be !ord of mouth. People trust

their friends and famil and other users more than the trust banners or ads. The po!er of

!ord of mouth should not be underestimated.

-ord of mouth advertising transcends beond all other forms of marketing because it can fit into

an one of them. Take for e%ample$ the logo on a can of Coke. &omeone drinks a Coke and

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leaves the can on the table. That in itself is po!erful marketing. Even though there technicall

!as no !ord of mouth$ the mere fact someone drank a Coke and left the can behind for someone

else to see it ... get m driftS

&ame thing !ith online marketing strategies like affiliate marketing 1 !hich is essentiall !ord

of mouth. &omeone recommends a product or service on their !ebsite and the !ord gets out.

"ultilevel "arketing @"+" is entirel based on !ord of mouth advertising 1 the idea that one

user introduces other users to tr and use a product$ in the hopes of converting some of those

users into promoters as !ell 1 is a po!erful one.

"arketing isnGt just about creating a!areness...

...itGs also about creating loalt. # creating a consistent presence in the mind of target users$

businesses also create a sense of permanence and thus encourage users to become loal to

a brand.

&uccessful businesses donGt just market to introduce ne! products or capture ne! users. The

also market after1sales to upgrade or up1sell e%isting users.

&ome tpes of marketing strategies are kno!n as loss1leaders. This basicall means he marketingefforts are done at a loss rather than profit 1 in order to first build up a!areness and build up a

user base. *nce ou have that user base$ ou can up1sell them to more e%pensive products or

full1scale services.

4or e%ample$ ou ma have received a free one month subscription for a ne!spaper. *nce

ouGve become used to getting and reading the paper$ ou ma then sign up for a one ear paid

subscription. &imilarl$ ou might have do!nloaded a trial version of soft!are$ !hich after the

trial period$ ou didnGt !ant to stop using. The free trial period !as enough of an offer to get ou

on board as a paid user.

If conducted properl$ loss leader marketing can become profitable in the longer term and should

be considered as one of the tpes of marketing strategies if it suits our product or service.

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0epending on our business model and business plan 1 ou !ill !ant to e%plore !hich of these

tpes of marketing strategies best fit into our sales and marketing plan.

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CHAPTER 2

ANAL6SIS 7 INTERPRETATION

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ANAL6SIS8 If )olks!agen is going to reposition its cars in an attempt to compete against others$ then

)- must improve its

@aualit @b*utlook @cInterior @d&afet @eAll of these.

?8 0oes the )olks!agen brand cars are populari5ed for their look or safetS

@a +ook @b &afet

=98 0oes the hatchback model in this compan competes !ith other compan models of this

classS

@a3es @b/o.

==.Is the B98;9 split rear seat present in all other companies of its classS

@a3es @b/o.

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=2. -hois our target group based on economic status

aHigh level bmiddle level cAbove middle level d lo! level

=B.-hich marketing strateg mostl follo!ed b )olks!agenS

a*ffline marketing b*n line marketing c-ord of mouth

=D.-hat are the various promotional techni(ues of )olks!agen that are attracting customersS

a Advertisements b 0emos c Posters d*thers

=>.-hat are the safet features consists b the )olks!agenS

aAir bags bcentral locking cPinchguards

dnavigators eAll the above

=? .-hat is the selling process our CarsS

a0irect personal sale b0irect onlinesale cIndirect though channels

d&ho! room sales eTelemarketing

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a project report on marketing strategies

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