Inventory

System
and
Marketing
Management

Name:-Priyanka
Nangia
 Class:-B.Sc.(G)Maths
Sci-II
Roll No.:-4029
Submitted To:
Mrs.Rubina Mittal
Sign.:- __________

On :-
Brand Awareness
&
Prom
otion

(Volkswagen AG)
 The Heritage
Tracing back the route to golden past a company known as
"Gesellschaft zur Vorbereitung des Deutschen Volkswagens mbH"
was founded in 1937. Nobody then could have ever guessed that it
would one day be Europe's largest carmaker. The history of the
company - with all its trials and tribulations - is first and foremost a
story of impressive success.

1937-1945
On May 28th, 1937 the company was founded, and on September
16th, 1938 it was renamed "Volkswagenwerk GmbH".
During the Second World War Volkswagenwerk's production was
switched to armaments. Around 20,000 forced laborers and prisoners
of war were made to work on the plant.
 1945-1949
After the end of the Second World War, the company was placed in
the hands of the British Military. Also the production of the
Volkswagen Beetle was started in this period.

1949-1960
In this decade the company started expanding its product range. On
8th March, 1950 the Volkswagen Bus popularly known as the "VW
Bully", is brought to the European markets for the first time.

 1960-1980
Volkswagen breaks the world car production record: with 15,007,034
units assembled in the year1972. Beetle surpasses the legendary mark
achieved by the Ford Motor Company. The year 1974 saw the first
Golf being built at the Wolfsburg plant and also witnesses the launch
of the sporty Scirocco.

1990-2000
In the middle of this decade Lupo the first production car to offer
fuel consumption of just three litres per 100 kilometres is launched.
Volkswagen AG established a humanitarian fund on behalf of the
forced laborers compelled to work at Volkswagen during the Second
World War.

2000-2003
In August 2002 mass production of the Touareg, a luxury-class off-
road vehicle is started at the Volkswagen Slovakia. In 2003
production of the fifth-generation Golf is started, embodying a new
dynamism in its design and engineering.

Volkswagen(AG)

Type Public
 Founder(s) Ferdinand Porsche Bodo
Lafferentz
Jakob Werlin

Headquarters Wolfsburg, Germany

Area served Worldwide

Industry Automotive

Now & Then

Volkswagen (abbreviated to VW) is an automobile manufacturer based
in Wolfsburg, Lower Saxony, Germany. It was founded in 1937 by the
German Labour Front(Deutsche Arbeitsfront).

Volkswagen means "people's car" in German. The current tagline is

“Das Auto” (The Car). Its previous German tagline was “Aus Liebe
zum Automobil” which translates to: Out of love for the Car.
In 2009, the Supervisory Board of Volkswagen AG endorsed the
creation of an integrated automotive group with Porsche under the
leadership of Volkswagen. Audi, Bentley Motors, Bugatti
Automobiles are the marques of Volkswagen.

Volkswagen is known in Europe for its extraordinary services and high

customer satisfaction. The company emerged as leaders in European car
market decades ago and even now continues to do so. It ensures its
customers exceptional value for money and premium products which
are of high quality.

Milestones..!!
The long-term success is confirmed by numerous accolades from
experts, journalists and customers who have effectively tested the
products in recent months. This image is characterized by vehicle size,
drive technologies, safety features such as airbags etc, in addition to
quality details.

• 2008
 Volkswagen Tiguan is voted SUV of the year by "Off Road"
magazine.

 Value champions 2008: Volkswagen Tiguan and Golf Estate.

 One of the 10 Best Cars of 2008 :Golf GTI.

  What A Car? Award for Volkswagen.

• 2007
 Volkswagen wins 10 gold medals at Fleet Awards.

 Innovation of reason award for high temperature fuel cell

from Volkswagen.

 Volkswagen unveiled the cleanest ever TDI engine.

 The Passat is Europe’s Number One Car.

 ADAC readers award to Volkswagen the Gelber Engel prize.

Promotion &
Awareness
The case examines the marketing strategies of Volkswagen Group
India, the Indian subsidiary of German automobile manufacturer,
Volkswagen AG (Volkswagen). Volkswagen entered the Indian
passenger car market in 2001 by launching its car brand - Skoda.

In 2007, two of its other brands Audi and Volkswagen, were also
launched in India. Volkswagen Group India emphasized on all
aspects of marketing mix including product, price, place and most
importantly brand promotion.

The company offered three brands including Audi, Skoda and

Volkswagen that together comprised of 15 different models launched
in 2009. Volkswagen Group India mainly caters to the luxury
segment of the Indian car market. The company has now established
itself very well in India through separate distribution channels for
each of its brands.

The German brand and Europe’s largest automotive manufacturer

entered the Indian markets to meet the rapidly growing demand for
mobility. Volkswagen developed such vehicles specifically tailored
to meet the needs of the Indian market.

Volkswagen opened its first Group Logistics Service Facility in India

on July 9, 2009 in Mumbai. The company envisioned to expand its
commitment to the Indian market and produce vehicles that suit the
Indian terrain. The production plant is under the marque SkodaAuto
India Private Limited at Aurangabad plant. The total investment is
of over Rs 13.6 Crores (2 Million Euros).

Contd..!!

Initially many people did not know what the brand stood for, while
some others had not heard of the brand at all. The brand had low
awareness in the Indian markets. Since the people were not aware of
the company, embarrassing number of Volkswagen cars produced;
were sold in the early years.

Over the years, Volkswagen Group India not only launched several
products, but also ensured that its brands were well known among the
Indian consumers. Although, the company had a presence in India
since 2001 through Skoda and Audi branded cars but the Volkswagen
brand was not well recognized in the country.
But if it is to be believed the company carried out several marketing
strategies to promote its brand value. The results of the grand
campaign began to trickle in. Within a day of the roadblock,
Volkswagen became the number one search on Google India, phones
of dealerships have been ringing incessantly.

The company launched an integrated marketing campaign to

strengthen its brand image. Since they were fairly new in the Indian
market they adopted several strategies to raise awareness, create and
improve the brand. Some of them were:-

Marketing Strategies:

The company started using electronic, digital and out of home media
along with print media to promote the image.

Castrol India Ltd. and Volkswagen Group Sales India Pvt. Ltd.
entered into a strategic partnership for supply of high performance
lubricants.

Platform sharing was nothing new to this company, it has been most
successful in implementing the strategy profitably. So while Skoda
has a reputation of making luxury cars in India, it is better known for
its value-for-money quality cars worldwide. Audi too is considered as
a serious player in the luxury car segment competing with Mercedes-
Benz and BMW. This strategy helped Skoda and Audi become
Volkswagen’s most profitable concerns while the mother brand itself
reinventing itself.

Volkswagen came out with 13 advertisements in leading English

daily last week. They wanted the readers to know about how the
name came about, its product line and so on.

A slick TV commercial quickly followed. Volkswagen used 18,000

television spots, 144 insertions in broadsheet dailies, 50 insertions in
magazines, 280 out-of-home sites and 23 digital portals just for
promotion.

Result..!!

The German car company entered the country and conquered its
market. Car like Passat, Jetta, Polo were launched soon.
Volkswagen now, is no stranger to India. In the 1970s and 1980s,
when the Indian government was looking for a partner to make an
affordable car for the masses, the German car company was strongly
considered.

To gauge the size of this market, here are some numbers: The Indian
market grew up from 1.2 million cars per year to about 2 million.
The company now plans to set up a manufacturing facility at an
investment of Rs 1,500 crore for making cars in the Rs 4-10 lakh
range, generating an annual turnover of Rs 4,000 crore and providing
employment to more than 3,000 people.

Thus, if successful marketing strategies are used the company’s

success is ensured.

1937-1945

1990-2000
 Thank
You!!!