Integrated Marketing Communication Campaign polo

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Aatish Raj

polo India Campaign

Empresariales

“People’s Car”
 Employees over a 344,900 employees
 Headquarter located in Wolfsberg , Germany
Part of Volkswagen Group including

Strategy
Empower the target
marketFocus
Power
(As aspirational need)

CAR
PROFESSIONALS
MASS
MARKET
BUSINESS
COOL
BUSINESS
PRACTICAL
SENIOR YOUNG
FAMILIES
AGE 30-40 30-45 50+ 25-35
SEX M(F) M(F) M(F) M(F)
INCOME MED-HIGH HIGH LOW MED-HIGH
CAR USAGE HIGH HIGH LOW HIGH
PRODUCT CATEGORY
EXPERIENCE
HIGH HIGH LOW MED
PRICE SENSITIVITY LOW HIGH HIGH MED
SEGMENT
ATTRACTIVENESS
LOW MED ` LOW HIGH

TARGET MARKET
Young
Urban
Married
Male
One who seeks Power

PERCEPTUAL MAP
High
Price
Low
Price
Sporty
Conservative

Power
When
You
Need it
TVCDigital
PR RadioFilm

Created TV commercials
with a touch
Only 3 advertisements
For the Campaign
Of Humour

Promoted the Polo
Partnering
With A
Movie

Integrated Marketing Communication Campaign polo

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Integrated Marketing Communication Campaign polo

2. “People’s Car”  Employees over a 344,900 employees  Headquarter located in Wolfsberg , Germany Part of Volkswagen Group including

4. Volkswagen Polo

6. Strategy Empower the target marketFocus Power (As aspirational need)

7. SEGMENTATION Targeting Positoning

8. CAR PROFESSIONALS MASS MARKET BUSINESS COOL BUSINESS PRACTICAL SENIOR YOUNG FAMILIES AGE 30-40 30-45 50+ 25-35 SEX M(F) M(F) M(F) M(F) INCOME MED-HIGH HIGH LOW MED-HIGH CAR USAGE HIGH HIGH LOW HIGH PRODUCT CATEGORY EXPERIENCE HIGH HIGH LOW MED PRICE SENSITIVITY LOW HIGH HIGH MED SEGMENT ATTRACTIVENESS LOW MED ` LOW HIGH

9. TARGET MARKET Young Urban Married Male One who seeks Power

10. PERCEPTUAL MAP High Price Low Price Sporty Conservative

11. Power When You Need it TVCDigital PR RadioFilm

12. Created TV commercials with a touch Only 3 advertisements For the Campaign Of Humour

13.

14.

15.

16. P R I N T M E D I A

17.

18. Promoted the Polo Partnering With A Movie