VOLKSWAGEN IN INDIA CASE STUDY SEEMA GUPTA

The idea behind the YouTube test drive was to engage users and let them ask any questions about the car just as they would in a real world test-drive. Traditional young Self-employed or employed in public sector in clerical roles; Own cars below Rs. Uncovering the current and untapped market sizes and barriers to serving the larger market. Analyze the areas that you need to sort out while launching the products to wider market and what are the challenges the firm will face in market place. It was aggressively priced and targeted a different segment.

Uncovering the current and untapped market sizes and barriers to serving the larger market. The case study also include other relevant topics and learning material on — Social platforms Strategic Marketing Analysis of Volkswagen India: Since the brand had high patronage in India, the communication did not veer far into the SUV territory, rather depicted a poised journey on the outskirts of the city. VW understood the customer funnel and worked backwards on planning ad inventories. It balanced individual freedom and family needs.

Despite its careful planning, there existed an anomaly. Qualitative and Quantitative Analysis of Volkswagen.

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Das Auto Digitally market. So, automatic transmission would become the norm in metros and hence VW has started planning for producing more of them. This niche contributes ggupta perceived value. Consumer also likens the car to arranged marriage.

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Hyundai Verna portrayed performance without emphasis on design or looks. DDB Mudra was one of the four agencies of the Mudra group. We point out in great detail which segments will be most lucrative for the company to enter. We chose fashion-conscious women as the target audience and tapped into the counter-culture. The target audience for Passat was male, 35—45 years of age, postgraduate or professional, who had an income of Rs.

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For Indians, house is anyways a compromise as it is inherited or is constrained by budget. It brought innovative features in the high-end cars and gradually introduced os them in lower-end seemaa. Skoda was perceived to be a more up-market label than VW in India.

He chooses car just as he chooses his wife — based on looks. Taking a closer look at the history ihdia Volkswagen, it is clear there were political and inter-governmental confrontations which aimed at controlling key units of production and manufacturing. Audi Q5 stood for innovation and advanced technology, Toyota Landcruiser Prado for powerful performance in extreme conditions and Land Rover for luxury tC along with all terrain credentials.

volkswagen in india case study seema gupta

The campaigns connect with the popular culture of Star Wars resulted in 31 million guptta on YouTube. InVW had products in all segments except A and B, the lower-end segments. He was mature, sophisticated, classic but confident, intelligent, well-traveled, well-informed, and a deep thinker.

volkswagen in india case study seema gupta

It had a market share of VW also partnered with the Times of India to cut out a Polo-shaped hole in each page of the special Times of India supplement. It was an iconic brand, but Indian consumers were rational and style was not enough to persuade them to buy. Later he falls in love with his car just as he fell in love with his wife — for the way it treats him — space, comfort, controls, driving experience, and cooling.

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Marketing Strategy Solution Colgate: No part of the publication may be reproduced or transmitted in any vase or by any means — electronic, mechanical, photocopying, recording, or otherwise including internet — without the permission of Indian Institute of Management Bangalore. Its plant in Aurangabad assembled a few models of Audi and Volkswagen as well. During this time, the syudy of the company was to design autos that would stand out at the face of the German people. You are commenting using your Facebook account.

The idea behind the YouTube test drive was to engage users and let them ask any questions about the car just as they would in a real world test-drive. Leave a Reply Cancel reply Enter your comment here VW believed that the core competencies required in the segment were quality, comfort, and driving experience.

It was aggressively priced and targeted a different segment. No Lutz Kothe said: Positioning of Competitors of Jetta While Skoda Octavia was positioned as utility and status for family man, Skoda Laura was positioned as an object yo of desire for young achievers.

volkswagen in india case study seema gupta

PV represented VW activities on a revolving circular globe with each section designed around a specific theme.