An in-depth analysis of Volkswagen and the factors that are important to the company

1. Volkswagen
A marketing project
-Lovneesh Anandani
Mriganka Sekhar das
Mehul Singh
Kriti Upadhyay
Krati Agarwal
Jharna Basumatary

2. ABOUT VOLKSWAGEN
• Volkswagen group also called Volkswagen AG
• Head- quarter – Wolfsburg , Germany .
• Established on 28 May 1937.
• German automobile manufacturer founded by German
government, 1937
• Biggest automaker in Europe and Japan .
• Production in 62 plant across 21 countries .
• Sales in 153 countries .
• Represented by three brand Volkswagen, Audi, Skoda .
• 37 acquisitions and 28 stakeholders.

3. PRODUCTS OFFERED

4. RECORDS AND
ACHIEVEMENTS
• In 1996, Implemented seven environmental goals .
• In 2009, green car of year award from green car journal.
• In 2011, was named in top 25 largest company (Forbes global
2000).
• In 2012, it produced second largest number of motor vehicle and
awarded motor trend car of year.
• In 2013, the Volkswagen XL1 became the most fuel- efficient
production car in the world.
• In 2014, it has reached its production output of 10.14 millions.
• Achievement of “Think Blue Factory”.

5. Analysis of Macro-Environmental Facto

6. 1. Strong
brand and
innovative
capabilities
1. The
Volkswagen
Scandal
1. Start of
“WE”
1. The
“Road to
Zero”
initiative

7. Threat of substitute products :
MEDIUM
Threat of new entrants :
HIGH
Bargaining
power of
customers :
LOW-MEDIUM
Intensity of rivalry
within the sector :
HIGH
Bargaining
power of
suppliers :
LOW
Porter’s 5 Forces

9. COMPETITOR ANALYSIS

10. MARKET SHARE

11. Volkswagen in India
Reasons for sales decline
1. Volkswagen’s multi-
crore Phase II
investment plans are
kept on hold due to
Maharashtra Govt
2. Late entrants
3. Very little clarity on its
proposed small car

12. INTERMEDIARIES SUPPLIERS
AISIN AW
CO. LTD
BRIDGESTONE
CORPORATION
ALERIS
LG
ELECTRONICS
MOTHERSON
SUMI
SYSTEMS

13. VOLKSWAGEN’S BRAND
PORTFOLIO

14. Group sales by region

15. • To introduce 30 new electric vehicles by 2025.
• To Develop new competencies in battery technology ,
digitalization and autonomous driving.
• To increase research and development (R&D) spending to
double-digit billion range.

16. CSR ACTIVITY
• Volkswagen India supports watershed management
programs for farmers in Latur District.
• Green Clubs in Zilla Parisad Primary Schools.
• Volkswagen India aids girls to pursue engineering.
• Built an environment-friendly primary School for the
children of Phadkewasti, Nighoje Village, Chakan,
Pune

17. • A health check camp for children- Vitthalnagar, Sangurdi,
Kanhewadi tarf Chakan.
• Built an underground water tank and food grains storage
room at Gurukulam, Chinchwadgaon, Pune
• NFBM Jagriti School for Blind Girls, Pune District,
Maharashtra.
• In Mexico, 1000 young people have been trained as
environmental ambassadors.

18. Advertisement and
promotions
• When Volkswagen started in 2007, low brand awareness
was one of their concerns.
• Volkswagen came out with 13 advertisement in various
newspapers
• By the campaign ended Volkswagen had used 18000
television spots,50 magzines,23 digital portals, 144
broadsheet dailies.

19. A move that Captured India
• Majority of Indians did not know anything about
Volkswagen, not even the pronunciation.
• Brand awareness was 4% as compared to 70% which
competition enjoyed.
• To make Volkswagen a household name , for the first
time ever in India TOI had a single advertiser across
all 26 pages and in all 16 editions of TOI.
• This is known as a Roadblock.

20. Result of Campaign
• This ensured 100% mindspace and attention of the
customer .
• Hottest searched word on google
• Recall increased to 50% from 4%.
• 169% increase in sales.

21. INNOVATIVE ADVERTISING
• Volkswagen took
advertising to a new level
with an innovative audio
advertisement in print to
create a buzz for its entry
level sedan Vento.
• The company sprang a
surprise to many readers in
Delhi, Mumbai, Bangalore,
Pune and Chennai on a
campaign for which it is
believed to have spent up
to Rs 5 crore.
• Twenty two lakh chips
were specially sourced for
the one time exercise.

22. SPECIAL CAMPAIGNS
• Innovations for everyone was launched
in 2010
• Think blue was launched in 2011
• And after success of Vento a campaign
in season 4 IPL, Volkswagen India
capitalized for season 5 in IPL with
Chris Gayle