volkswagen - roulartanewsroom.roularta.be/static/18082014/kanaal z presa_volkswagen.pdf · de...
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Volkswagen
Partner of Z-Inspiration
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1. Strategy of VW Commercial Vehicles
2. Challenge with product ‘Multivan’
3. Answer with right media proposition
Topics
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Strategy of VW Commercial Vehicles
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Differentiation strategy:
Volkswagen Commercial Vehicles vs. Volkswagen Cars
Strategy of VW Commercial Vehicles
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Differentiation strategy:
Visibility in communication
Strategy of VW Commercial Vehicles
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Challenge with product ‘Multivan’
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Product ‘Multivan’: Change perception of the car
→ 2 target groups with different needs
1. Business (Kanaal Z/Canal Z profile)
2. Family
Challenge with product ‘Multivan’
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Answer with right media proposition
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Z-Inspiration: 10 TV-series
Kanaal Z / Canal Z gets in touch with companies and (their) CEO’s
1. Person
2. Mission
3. Strategy
Answer with right media proposition
Z-WIJZER
BUSINESS
BRANDING
Z-COCKTAIL
BB BBZ-
EXPERTBBBB
Z-
NIEUWS
Z-
BEURSBB SPOTS
Z-
BEURSBBSPOTS
Z-INSPIRATIONEDITORS
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Answer with right media proposition
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Answer with right media proposition
Website
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Answer with right media proposition
Newsletters
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Answer with right media proposition
Print ads
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Answer with right media proposition
TV spot
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Answer with right media proposition
Tailor-made program
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Thank you for
your attention!