how to retain the customers in volkswagen

8/19/2019 How to retain the customers in Volkswagen

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INTERNSHIP REPORT

“Impact of Product Mix in Customer Retention at Volksa!en"

Submitted by

Vipul S#arma

A0102214039

M$% &M'S( Class of )*+,

Under the Supervision of

Mr. Rajeev upta!epartment of "# and $peration

"n %artia& 'u&fi&&ment of the Re(uirements for the !e)ree ofMaster of *usiness Administration +Mar,etin) - Sa&es

%MIT- $.SINESS SCHOO/

%MIT- .NIVERSIT- .TT%R PR%0ESH

SECTOR +)12 NOI0% 3 )*+4*42 .TT%R PR%0ESH2 IN0I%


2/46

Appendix B to Annexure II

0EC/%R%TION

#he tit&e of %roje/t Report is "mpa/t of %rodu/t Mi in ustomer Retention at o&,sa)en5

" de/&are that6 +a the or, presented for the tas, in this "nternship Report is my ori)ina& or,

that it has not previous&y been presented for any other assessment and that my arrears have been

appropriate&y a/,no&ed)ed7 +b or, /onforms to the )uide&ines &aid by the University.

!ate6 ipu& Sharma

A0102214039

M*A 8 M-S +&ass of 201


3/46

Appendix C to Annexure II

CERTI5IC%TE

#his is to /ertify that Vipul S#arma student of Masters of *usiness Administration 8 M-S at

Amity *usiness S/hoo&: Amity University Uttar %radesh has /omp&eted the "nternship Report

on5 "mpa/t of %rodu/t Mi in ustomer Retention at o&,sa)en5 in %artia& 'u&fi&&ment of the

Re(uirements for the !e)ree of Master of *usiness Administration 8 Mar,etin) - Sa&es under

my )uidan/e.

#he report has been /he/,ed for the p&a)iarism and it is a//eptab&e.

Mr. Rajeev upta

!epartment of "# and $peration


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Appendix D to Annexure II

#A*;< $' $=#


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%C6NO7/E08EMENT

" than, A&mi)hty for bein) ith me for /omp&etin) the proje/t or,. "t is )reat p&easure

to epress my sin/ere )ratitude to a&& those /ontribution in this proje/t or,.

Su//ess sha&& be /roned to the peop&e ho made it a rea&ity but the peop&e hose

/onstant )uidan/e and en/oura)ement made it possib&e i&& be /roned first on the eve of

su//ess.

#his a/,no&ed)ment does the trans/endin) of rea&ity of the forma&ity hen e ou&d

&i,e to epress deep )ratitude and respe/t to a&& those peop&e behind the s/reen ho )uided:

inspired and he&ped me for the /omp&etion of our proje/t or,.

" /onsider myse&f &u/,y enou)h to )et su/h a )ood proje/t. #he proje/t i&& add as anasset to my a/ademi/ profi&e.

" ou&d &i,e to epress my )ratitude toards my fa/u&ty )uide Mr9 Ra:ee; 8upta for his

,ind /o>operation and en/oura)ement hi/h he&ped me in /omp&etion of this proje/t.

'ina&&y: " ipu& Sharma ou&d &i,e to than, everyone ho he&ped me in /omp&etion of

this proje/t dire/t&y or indire/t&y.

#han,in) you

?ours sin/ere&y

ipu& Sharma


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M*A +Mar,etin) - Sa&es

2014>201

Executi;e Summar<

Mar,etin) mi p&ays a main part in a /orporate. Mar,etin) is often seen to be the front fa/e of aunit representin) itse&f and the produ/t. ood mar,etin) have proven to )ive )ood resu&t in terms

of sa&es: re/o)nition and /reation of va&ue in the minds of the audien/e.

ustomer retention is hat every industry in today@s s/enario &oo,s up to. #he rise in the

/ompetition and provision of a reasonab&e benefit: over /hoi/e and the mer/handise to the /&ient

has made manufa/tures and se&&ers to find ays to prove them best amon) the rest.

#here is a stron) /onne/tion beteen the mar,etin) mi and the retention of /ustomers. #he

proje/t is /reated on the automobi&e se/tor: very pre/ise&y to o&,sa)en at A&&ahabad: U.%. #he

study is based on ho mar,etin) mi has an impa/t in /ustomer retention at o&,sa)en.

;ot many fa/tors have been deep&y studied to understand ho ea/h e&ement of mar,etin) mi 8

i.e produ/t: pri/e: p&a/e and promotion has an impa/t on its /ustomers to be asso/iated ith the

brand the dea&er. o&,sa)en has a very estab&ished name in the mar,et over years. #his name

has &ot of strate)ies and e&ements of mar,etin) mi: hi/h has maintained in re/a&&in) its brand

assessment and /&ients over a period of time.


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C#apter += Introduction

Bhat is /ustomer retentionC

ustomer retention is the pro/ess hi/h maintains the re&ationships ith /ustomers.

ustomer retention is defined as6 the number of /ustomers doin) business ith a firm at the end

of a finan/ia& year epressed as per/enta)e of those ho ere a/tive /ustomers at the be)innin)

of the year.

Bhat type of /ustomers shou&d retainC

#he very first important part is the /ustomers ho have the &ar)e part of the va&ue to your

/ompany and they are the main aspirants for retention eertions. Shou&d ,eep in mind that there

may be a si)nifi/ant va&ue of /ustomer retention. #he very most important /ustomers are &i,e&y

those ho are attra/ted by the /ompetitors.

#he /ommitment beteen attra/ted /ustomer and a /ompany ou&d resu&t to de/ide to /hoose the

/ustomers to retain. "f the /ustomer is too &oya&: that is: resistant to the appea&s in the mar,et of/ompetitors: there is no need to invest in the retention pro/ess. Doever: if there are /ustomers

ith hi)h si)nifi/ant hi/h are not /ommitted ith the /ompany: then there ou&d be a va&uab&e

amount to be invested for the retention.


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Strate!ies to retain t#e customers

%ositive and ne)ative strate)ies to retain the /ustomers

An important differentiation /ou&d be made beteen strate)ies and &o/,in) the /ustomer in by

/asti)atin) the eit part of a strate)ies and re&ationships to reard the /ustomers to retain in the

&on)>term re&ationship ith the /ompany.

Meet and e/eed epe/tations

"t is rea&&y a very diffi/u&t tas, to ma,e or bui&d a &on)>term re&ationship ith the /ustomers. "t is

a fundamenta& /on/ept and the pro/ess hi/h identifies to understand the /ustomers need and

their va&ue demands. #hen in this pro/ess shou&d or)aniEe resour/es and then a/(uire to ma,e

sure the satisfa/tion of the /ustomers and their retention.

ustomers ho are not served in a proper manner by the /ompany are ta,en ith the etra /are by the /ompetitors. "n this or&d it does not ne/essari&y mean bein) or&d>/&ass or hi)h /&ass.

ompany shou&d satisfy the /ustomer and a&so surprise to retain. Doever: if you on@t

understand the /ustomers@ epe/tations and their need of demand then there ou&d be no use of

strate)ies and fundamenta& /on/epts.


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Additiona& va&ues to /ustomers

ompanies /ou&d identify ays to estab&ish additiona& va&ues for /ustomers. Bithout investin)

any etra va&ue by the /ompany: additiona& va&ue offers /ou&d be imp&emented for /ustomers

hi/h does not affe/t the finan/ia& status of the /ompanies.

;oya&ty s/hemes

As mu/h the /ustomer invests the hi)her the reard ou&d be from the /ompany .Reard

s/hemes for &oya&ty /ustomers for their investment.

o&,sa)en roup in "ndia

o&,sa)en is a /ar manufa/turin) /ompany hose tit&e o&,sa)en: a erman name: means%eop&e@s ar. #he founder: 'erdinand %ors/he ori)inated the business in the 1930s hen he

started p&annin) reasonab&e /ars that /ou&d be bou)ht even by the )enera& peop&e. #he ear&ier

samp&e /ar named Fd'>Ba)en arose in 193. ,non

bein) o&,sa)en beet&e.

o&,sa)en roup "ndia tou/hes its "ndian Gourney ba/, in 2001 hen it &aun/hed its first /ar

produ/t /a&&ed S,oda. Si years &ater in 200H: it announ/ed to other brands /a&&ed o&,sa)en

and Audi in "ndia. "n 2009: o&,sa)en "ndia roup had fifteen o&,sa)en mode&s and the

http://www.marketing91.com/swot-analysis-of-audi/http://www.marketing91.com/swot-analysis-of-audi/http://www.marketing91.com/swot-analysis-of-audi/


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/ompany as separated into to )roups 8 o&,sa)en roup "ndia and its sub division of

business: o&,sa)en "ndia %rivate ;imited. o&,sa)en roup "ndia hi)h&i)hts on a&& features

of mar,etin) mi just to retain its brand in demand and /ost>effe/tive.

Marketin! Mix &of Volksa!en(=

Product mix of Volksa!en


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#he abso&ute measurement of o&,sa)en roup "ndia is approimate&y that donates to the

)roth of the business. "n terms of mer/handises: the business su))ests diverse /ars to retain the

/&ients p&eased: and to en/ounter their potentia&s dependin) on the diverse ants. #hus: the

business dea&s a varied /hoi/e of produ/ts hi/h /ontain the fo&&oin)6 %o&o: ento: *eet&e:

%assat: et/.

arious features of o&,sa)en produ/ts are as fo&&os

•


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Place mix of Volksa!en

produ/ed and spread in important p&a/es for p&anned motives so

that the netor, /an effort&ess&y a//ess the /ars and /an a/(uire the de&ivery on time. #here are

numerous /ar supp&iers a&& over the /ountry ho dispense the /ars manufa/tured by the business.

#he )oa& of the business is to penetrate the /ar mar,etp&a/e in "ndia as it visions "ndia as one of

the major mar,etp&a/es in the or&d. #he /orporation@s mar,et p&ans are )eared to mar,etin) 300

units of its i/oni/ /ar *eet&e. #he /orporation may be fresh in the "ndian Mar,etp&a/e but it has

prepared a &ot of pro)resses.

Price mix of Volksa!en

!ependin) on the siEe: &eve& of e/eptiona&ity: /hoi/es and /ontro& of the en)ine: o&,sa)en /ar

va&ues sort from reasonab&e to epensive and that is hat o//urs ith numerous other /ars.

Doever: o&,sa)en arro)an/es itse&f as a /ar manufa/turer hi/h produ/es /ars that the

norma& individua& /an )ive.

Doever: in /ontrast ith the further brands inside the o&,sa)en portfo&io: the va&ues aremar)ina&&y reasonab&e 0f /ourse: it is substantia& to annotation that ea/h /ommodities &ine of a

pre/ise mode& has numerous /hoi/es for the etent of en)ine: hi/h mar,s the performan/e and

the /har)e

http://en.wikipedia.org/wiki/Volkswagenhttp://en.wikipedia.org/wiki/Volkswagen


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Volksa!en in India it# ric# feature su>compact

ermanyIs o&,sa)en A: ri/h sub/ompa/t in "ndia fo&&oin) year i&& form on its ordinary 2 per/ent mar,etp&a/e

share and drive )roth in the (ui/,>)roin) deve&opin) mar,etp&a/e.

#he ne /ar i&& des/ent in the minor but bur)eonin) se/tion for vehi/&es sma&&er than 4 metres:

to ta,e benefit of ta disruptions: and /ome ith per,s usua&&y ,ept for hi)h>end mode&s: su/h as

dua& airba)s and instin/tive )ear shift.

#he /ar i&& spot a &ate entran/e into a se/tion preva&ent ith a mountin) midd&e /&ass see,in)

hi)h>spe/ yet reasonab&e vehi/&es. Mar,et front Maruti SuEu,i "ndia ;imited: Dyundai Motor

ompany and Donda Motor ompany a&ready se&& sub>4 meter sedan mode&s.

.

Absen/e of su/h /ompressed and /ompetitive&y pri/ed /ars has put o&,sa)en on a patheti/

footin) in "ndia. #hat asso/iated ith a mar,et upsur)e of J per/ent: information from the

u&ture of "ndian Automobi&e Manufa/turers presented.

o&,sa)en epe/ts the different mode&: /ustom>made for "ndia and /onstru/ted &o/a&&y: i&&opposite the de/ay.

http://in.reuters.com/finance/stocks/overview?symbol=MRTI.BO&exchange=INBhttp://in.reuters.com/finance/stocks/overview?symbol=MRTI.BO&exchange=INB


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Compan< Profile

Volkswagen India Pvt Ltd is a partition of the Volkswagen Group India, created in 2007.

Volkswagen Group India has capitalized over INR ,000 crores for situation of the state!of!the!art

industrial talent in "hakan, #aharashtra

https://en.wikipedia.org/wiki/Volkswagen_Group_Indiahttps://en.wikipedia.org/wiki/Chakan,_Maharashtrahttps://en.wikipedia.org/wiki/Volkswagen_Group_Indiahttps://en.wikipedia.org/wiki/Chakan,_Maharashtra


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Volkswagen India Pvt Ltd

$%pe &ivision of Volkswagen Group India

Industry 'uto(otive

Founded 2007

Key people #ahesh )odu(udi

*+resident and #anaging &irector

Products 'uto(o-iles

logan Das Auto

Website www.volkswagen.co.in

Manufacturin! 5acilities

o&,sa)en "ndia %vt. ;td. fun/tions an en)ineerin) p&ant in ha,an: Maharashtra hi/h is

s,i&&ed of /reatin) 200:000 vehi/&es per annum. A&on) ith the en)ineerin) of o&,sa)en %o&o

and o&,sa)en ento: the p&ant is a&so united by K,oda Auto "ndia %rivate ;imited for

manufa/turin) the K,oda Rapid.

https://en.wikipedia.org/wiki/Types_of_business_entityhttps://en.wikipedia.org/wiki/Division_(business)https://en.wikipedia.org/wiki/Volkswagen_Group_Indiahttps://en.wikipedia.org/wiki/Volkswagen_Group_Indiahttps://en.wikipedia.org/wiki/Automotivehttps://en.wikipedia.org/wiki/Automobileshttps://en.wikipedia.org/wiki/Sloganhttp://www.volkswagen.co.in/https://en.wikipedia.org/wiki/Types_of_business_entityhttps://en.wikipedia.org/wiki/Division_(business)https://en.wikipedia.org/wiki/Volkswagen_Group_Indiahttps://en.wikipedia.org/wiki/Automotivehttps://en.wikipedia.org/wiki/Automobileshttps://en.wikipedia.org/wiki/Sloganhttp://www.volkswagen.co.in/


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o&,sa)en insta&&s its ne en)ine assemb&y fa/i&ity in ha,an: Maharashtra: "ndia. Set>up at a

/ost of about Rs. 240 /rores +


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mar,et and ith diversifi/ation: "ndia o//upies a very sma&& position. "n 2014 the sa&es of

o&,sa)en in "ndia as H0:J vehi/&es: hi/h /ounts on&y 1L of its overa&& sa&es.

• Author6 Hormazd Sorabjee on May 31, 2015: #he o&,sa)en )roup: rather than its

other brands su/h as S,oda: Audi: et/. that a&so se&&s /ars are /on/erned about "ndianmar,et hi/h has proven a /ha&&en)in)5 and prompted to s/a&e don its fore/asted 201

mar,et share hi/h tar)ets of 20L to on&y H>L.

• Author: Faye Sunderland on Feb 15, 2010: Volkswagen, the very first automaker to

start tagging its greenest motors/vehicles varriants with its own special sub-brand tag.

By which it started was the modest Polo Blue-motion in 2007, which was the part of its fourth

evolution in its model. Blue-motion name tag used by Volkswagen was to denote the very

new and the freshest variant in the Polo range.

• Author: Candace on April 1, 2010:

#he aard as )iven to o&,sa)en for its b&ue>motion te/hno&o)y hi/h as presented

on the three o&,sa)en mode&6 o&f: %o&o and %assat: on #hursday mornin) at the 2010

=e ?or, "nternationa& Auto

o&,sa)en /ars added te/hno&o)y: effi/a/y to a mode&@s en)ine: transmission:suspension: fue&: bra,in) system: et/. #hou)h hi/h )ives o&,sa)en /ars: the b&ue>

motion brand ta). Bith the he&p of su/h /ombinations it he&ps in /reatin) the &oest $2

emittin) version of /ars.

C#apter 4= Researc# Met#odolo!<

O>:ecti;es=

http://www.autocarindia.com/author/hormazd-sorabjee-426182.aspxhttp://www.contracthireandleasing.com/car-leasing-news/author/faye-sunderland/http://www.cnet.com/profiles/candace+lombardi/http://www.autocarindia.com/author/hormazd-sorabjee-426182.aspxhttp://www.contracthireandleasing.com/car-leasing-news/author/faye-sunderland/http://www.cnet.com/profiles/candace+lombardi/


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• Ana&yEe the different e&ements of mar,etin) mi +produ/t: pri/e: p&a/e: promotion•


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Resear/h (uestions defines the various features of mar,etin) mi in/&udin) 8 produ/t: pri/e:

p&a/e - promotion and ho effi/ient&y it ishes to be deve&oped to retain its /ustomers. #he

(uestionnaire ana&yEes about the pertinen/e of mar,etin) mi /ou&d be in &eavin) a stron) impa/t

on its /ustomers in retainin) them.

Participants=

Samp&e siEe6 > "t refers to the number of e&ements of the popu&ation hi/h are se&e/ted in the

samp&e dran from it. "n our proje/t the samp&e siEe is J0 respondents: hi/h in/&udes a&&

respondents ho ere intervieed throu)h internet.

Instruments used=

Nuestionnaires method is used in this proje/t report.

C#apter @= 0ata Interpretation and %nal


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)3 %!e

#his ana&yses des/ribes that the most of the peop&e made the de/ision to pur/hase a /ar fa&& in the

a)e )roup 21>30. #herefore it seems that today trend is /han)in). #he pur/hase de/ision ta,en to

1 / 20 10 21

21 / 30 31 ))

31 / 40 2 4

41 / '0 2 4

'1 A-o#e 2 4


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buy a /ar in the fami&y is ta,en by the mature ,ids and not by the head of the fami&y. *e/ause of

the advan/e te/hno&o)y hi/h is seen in the ne up/omin) )eneration.

4 A 8ender

Ma&e 2H +J4L

'ema&e 23 +4L


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#he above pie /hart shos that ti&& today "ndian so/iety dominated by men: and this shos

the division of men +J4L and fema&e +4L. #he (uestionnaire hi/h is fi&&ed are

maimum number of ma&es hi/h )ives a mirror that they are more aare of the /ontent of

/ars and its te/hno&o)y than the fema&es.

@ A 7#at is


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*usiness 2 +4L


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#he resu&t of mar,etin) mi is more founded in the students than any other o//upation. #his

pie /hart shos that the maimum per /ent /arried are by the students +2L. #he main

information about the aareness is more in the students hi/h a&so seen the a)e fa/tor

beteen 21>30.

1 A 0o rand Volksa!en created a stron! >rand ima!e in

retainin! its customer so far or notB


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#he above pie /hart shos the response hi/h as maimum by L peop&e hi/h as

stated by the brand ima)e of o&,sa)en hi/h is /reated so hi)h&y intense bond that it tends

to retain its /ustomers. #his resu&t shos that o&,sa)en made a

)reat efforts to /reate its brand and name to eist in the mar,et and

has )reat impa/t of mar,etin) mi in retention of the /ustomers.

, A 7#at do out in t#e term of .SPB

?es 43 +L

=o H +14L


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%rodu/t 21 +42L

%ri/e 23 +4L

%&a/e 3 +L

%romotion 3 +L


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"ndia hi/h is ,non for the pri/e sensitiveness that is ref&e/ted in the above pie /hart hi/h

states 4L peop&e +%ri/e is the US% of o&,sa)en: 42L +about the produ/t: L +for

p&a/e: and L +promotion. #he maimum part hi/h is /onsidered by the peop&e is aboutthe produ/t is its US% and %ri/e. #his phenomena shos that o&,sa)en has mana)ed in

sustainin) its /ustomers in term of pri/in) and (ua&ity produ/t.

A 7#at are t#e afctors #ic# made Volksa!en sur;i;e in t#e marketB


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Brand "oalt 2244

Brand 5ame 1224

Product 3 )

Price )12

Place a#aila-ilit '10

Promotionalacti#itie%

2 4

6t&er% 0 0


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#o survive in the mar,et the most important aspe/t is the brand &oya&ty by the /ustomers.

#herefore the above pie /hart ref&e/ts about the brand &oya&ty hi/h is made by the o&,sa)en

+44L. o&,sa)en has /reated a )ood name: reputation and a&so peop&e trusted in so far hi/h

/ou&d be a major reason for the surviva&.

D A 0o randsB

"t is true that o&,sa)en is been famous for its brand name and its servi/es but the most

important fa/tor hi/h made to sustain this brand for so &on)

and /ompetitive enou)h for other brands. #he above pie /hart

states that JL of peop&e thin, that o&,sa)en is /ompetitive

enou)h. Be&& o&,sa)en has affordab&e pri/e ith )ood

/ustomiEation for the /ustomers and to provide them ith better

servi/es.

A Ho ould


30/46


31/46

#he above pie /hart shos that the pre>sa&es va&ue up o&,sa)en hi/h is L. #his report

shos that o&,sa)en maintained its ima)e and eisten/e in the mar,et and survived for so far

and a&so )ives attention to its /ustomers ith )ood (ua&ity of servi/es.

+* A Ho ould


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#he sour/e founded that the post>sa&es of o&,sa)en has the positive attribute toards it hi/h

shos the resu&t of 0L. #his ,ey ima)e shos that o&,sa)en ta,en /are of after sa&es servi/e

and he&ped their /ustomers time&y to avoid any ,ind of /omp&aints.

++ A 7#at do een tec#niFue competent in t#e

%utomo>ile SectorB


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?es 2 +JL

=o 12 +24L

!onIt,no

10 +20L


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"f e see today@s s/enario it@s a&& about the te/hno&o)y hi/h is demanded by the so/iety. #he

above pie /hart shos that JL peop&e are a)ree ith this fa/t. #his ,ind of efforts by

o&,sa)en shos that it tries to retain their /ustomers and survive in the mar,et ith its

te/hno&o)y.

+) A Ho ould


36/46


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#o understand the rea& position of the /ompany or the brand in the mar,et: the major aspe/t is

the /ustomer@s eperien/e. L of the respondents had )od eperien/e ith the o&,sa)en

and 1L had e/e&&ent eperien/e. #he main obje/tive of the /ompany or the aim hi/h ittar)ets is to satisfy its ea/h and every /ustomer but there are some aspe/ts hi/h are &eft

unattained and this &eads to unsatisfied /ustomers.

C#apter 1= Conclusion


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"n the /ompetitive s/enario surviva& has be/ome the tou)hest tas,. Mar,eters are on their toes

day and ni)ht findin) out : hat best /ou&d be the reason a /ustomer /ou&d sti/, to its and brand

and the ne /ustomer )ets attra/ted to it simu&taneous&y. *oth the type of /ustomers is distin/t in

nature and needs to be hand&ed in different ays. #he mana)ement of both tea/hes a mar,eter

ho /ompetitive is he in the mar,et.

Mar,etin) mi p&ays a major ro&e: thou)h the /on/ept of mar,etin) mi is a ider /on/ept of

understandin). ?et the presen/e of it is seen to be uti&iEed and /ate)oriEed by a&most every

or)aniEation and its mar,eters sometime dire/t&y and sometimes indire/t&y.

#he )roth in the automobi&e se/tor has seen to be drasti/a&&y improvin) day by day. #he

demand of /ars has seen to have a rise every se/ond in the /han)in) s/enario. #his )roth has

put forard a &ot of /ha&&en)in) fa/tors for the brands and /ompanies to understand and eva&uate

the needs and demand of its /ustomer and meet it on time so that their eistin) /ustomers are

retained and the ne /ustomers are a&so attra/ted.

o&,sa)en thou)h has an estab&ished brand name over years yet it is di/ey to say ho far it has

been /ompetitive to /ompete in the mar,et. #he &uury brand mar,et and the forei)n /ompanies

have started enterin) the mar,et and are a&so been preferred.

C#apter ,= Su!!estions


39/46

• #he o&,sa)en has to &oo, on to bi))er /ar se)ments to be /ompetitive enou)h in the

mar,et.•

#he &uury brand mar,et has seen to be very f&ourishin) over time: o&,sa)en needs toup)rade to rea/h the &eve& of /ompetition and /ompete in e(ua&ity ith its riva&s in the

automobi&e se/tor.• #he Dyundai and Maruti SuEu,i are its /ompetitor in mar,et has seen erodin) its share in

sma&& /ar se)ments drasti/a&&y7 o&,sa)en i&& have to ,eep a at/h on it in order to sustain

its sma&& /ar mar,et hi/h is the most preferred one.• "t a&so needs to )ive etra attention to its sa&es in order to maintain its position and raise its

sa&e in the mar,et.• #here needs to be a better promotiona& strate)y as to remind /ustomers of its eisten/e ith

time: as it@s a&ready an estab&ished brand in the mar,et: yet its presen/e has been seen to

move toards de/&ine. Den/e to avoid su/h a&armin) situation: it needs to improvise.

References


40/46

". +&ttp788www.(olk%wagen.com8 ith referen/e to the variants and other detai&s of

o&,sa)en@s profi&e. !ated 8 10J201J."". +&ttp788www.(olk%wagen.com8compan9at9a9glance.a%px ith referen/e to

hat ea/t&y o&,sa)en te&&s about itse&f. !ated 8 190J201J.

""". +&ttp788www.carwale.com8(olk%wagen9car%8 ith referen/e to pri/e &ist: anddifferent /ar mode&s. !ated > 200J201J.

". +&ttp788economictime%.indiatime%.com8(olk%wagen9india9

ltd8%tock%8companid911:0.cm% ith referen/e to share and the rise and fa&& of

the same: to study the mar,et position. !ated 8 220J201J.. +http6.Ei)hee&s./omne/arso&,sa)en ith referen/e to: the /omparison of

rates and avai&abi&ity of /ar from different sour/es. !ated 8 230J201J.". +&ttp788www.c&imc.in8#olume35o18$e%earc&Paper92.pd, resear/h paper >

MARFenit&re%earc&.org.in8image%8%torie%8pd,820128?@58I?M$8

=I?M$=(6"2=I**@)[email protected], "nternationa& Gourna& of Mu&tidis/ip&inary

Resear/h o&. 2 "ssue Gune 2012: "SS= 2231 JH0 US#$M


41/46

A)e P

• 1 > 20

• 21 > 30

• 31 > 40

•

41 > J0

• J1 - Above

ender P

• Ma&e

• 'ema&e

Bhat is your o//upation C P

• *usiness

•


42/46

• A)ri/u&ture

• Student

• $ther

!o you thin, hether the brand o&,sa)en has /reated a stron) brand ima)e in retainin) its/ustomers so farC P

• ?es

• =o

Bhat do you thin, o&,sa)en is hi)h&i)hted more about in the terms of US%C P

• %rodu/t

• %ri/e

• %&a/e


43/46

• %romotion

Bhat are the fa/tors do you thin, has made o&,sa)en survive in the mar,etC P

• *rand ;oya&ty

• *rand =ame

• %rodu/t

• %ri/e

• %&a/e + avai&abi&ity

• %romotiona& a/tivities

• $thers

!o you thin, o&,sa)en is sti&& /ompetitive enou)h than other brandsC P

• ?es

• =o


44/46

• !onIt Fno

Do ou&d you rate the pre > sa&es 'o&&o up of o&,sa)enC P

• sa&es fo&&o up of o&,sa)enC P

•


45/46

• *e&o Avera)e

Bhat do you thin, that o&,sa)en has been #e/hni(ue&y /ompetent in the Automobi&e se/torC

• ?es

• =o

• !onIt ,no

Do ou&d you rate your eperien/e ith o&,sa)enC P

•


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how to retain the customers in volkswagen

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