Quiz

Cadillac Infiniti Puegeot

ChryslerVolkswagenOpel

Mazda

Lexus

Volkswagen IND

IA

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Manufacturing Team

🚗 Introduction to Volkswagen

🚗 Environment

🚗 Place/ Pricing/ Promotion

🚗 Failures

🚗 Take Aways

Dashboard

Introduction Volkswagen

🚗 "Volkswagen” the word means "people's car.”

🚗 Headquarters in Wolfsburg.

🚗 The Volkswagen Group's models are sold in more than 150 countries

Environment

FACTORS DRIVING THIS INDUSTRY

🚗 The population figures 🚗 Rising incomes 🚗 Lifestyle and preferences of people 🚗 Increase in demand 🚗 Demand for greater fuel efficiency 🚗 Product innovation and Market

segmentation

🚗 Government support. 🚗 Technology relating to automobile

designs. 🚗 Technology of automobile manufacture. 🚗 State infrastructure such as roads for

driving vehicles. 🚗 Auto sector currently employs 7,877,702

people. 🚗 Increasing demand for skilled

professionals.

Environment

Porters Five forces

New Entrance

Buyers

Substitutes

Suppliers Competitive Rivalry

Volkswagen Vento

Volkswagen Vento

🚗 Launched in July 2010. 🚗 Vento sales numbers has gone over 50000

cars. 🚗 Packed with best in class features. 🚗 Vento is priced in the range of 7-10 lakh. 🚗 VW has been a tough competition to Honda

city and Hyundai Verna, Maruti SX4 and other mid segment cars.

🚗 Won several awards like Saloon car of the year, Automobile of the year , Premium compact sedan of the year

Marketing Mix

Product

Place

Price

Promotion

Marketing Mix- Place

🚗 Where do buyers look for your product or service?

🚗 If they look in a store, what kind?

🚗 How can you access the right distribution channels?

🚗 Do you need to use a sales force? Or attend trade fairs?

Supply Chain

Production Plant

Warehousing

Dealers

Customer

Suppliers

🚗 Delhi-based Minda Industries - headlights and rear combination lamps.

🚗 Lear Corporation - Seating

🚗 Mapscape BV – Navigation System

Supply Chain - Supplier

🚗 Pune, IndiaInauguration: March 2009Total workforce: 3915Production Capacity: 110,000 vehicles p.a.

🚗 Products:Skoda Fabia, Skoda RapidVolkswagen PoloVolkswagen Vento

Supply Chain - Production

Supply Chain - Production

North Gurgaon

West Mumbai

East Kolkata

SouthBangalore

Supply Chain-Warehousing

163 dealership across country

Supply Chain-Dealers

Promotion

🚗 Advertising – very creative in reaching customers through ads. They have spent about 5-7 crores each in the below campaigns.

• Talking newspaper • Silver Newspaper • Vibrating newspaper - ‘Do you feel the shiver’.

🚗 Sales Promotion• Free vento through luck draw • VW finance private limited offer financing for their

VW, Audi and skoda cars as well. 🚗 Sponsorship • Co-sponsor for IPL 2012 where they displayed the

Vento model throughout the series.a

🚗 VW auctioned a special VW Vento at the closing ceremony of DLF IPL 2012 signed by captain of IPL teams and the auction proceedings were donated to world wildlife fund (WWF).

🚗 VW has tailored messages like ‘Vento and Polo will bring you back to life’ and VW cars speak for themselves’ that will bring them a mass appeal.

🚗 Social networking medias like Linkedin to promote the product. Currently there are 4400 members in their Recommendation Ads group.

Promotion

Pricing Strategies P R I C EHigh Medium Low

QUALITY

High Premium

Phaeton

High Value

Touareg

Penetration

Passat

Medium Over Charging

Yeti

Medium Value

Jetta

Good Value

Vento

Low Rip Off

Beetle

False Economy

Fabia

Economy

Polo

Pricing Strategies P R I C EHigh Medium Low

QUALITY

High Premium

Phaeton

High Value

Touareg

Penetration

Passat

Medium Over Charging

Yeti

Medium Value

Jetta

Good Value

Vento

Low Rip Off

Beetle

False Economy

Fabia

Economy

Polo

🚗 Failure of pricing Volkswagen dumps its premium pricing strategy to take on Japanese competitors (26th Aug 2010)

🚗 Failure of promotionTATA promoting the NANO as the next upgrade for

a family of four with a two wheeler.Promoting the NANO in the tier 2 cities with bad

roads that had little or no inclination to move things

along.

🚗 Failure of ProductCHEVROLET FORESTER MARUTI VERSA

Failures of pricing, promotion and product

Take Aways

🚗 India is an important market for Automobile manufacturers.

🚗 Indian automobile market is growing market.

🚗 Easy Financing Options are available.

🚗 B032 Prasanna Zad 🚗 B033 Pritam Nath 🚗 B034 Priyanka Mehta 🚗 B035 Rajdeep Basu 🚗 B037 Rankirat Dhillon

Marketing Team

Gro

up

4

Thank You