While Honda City was the undisputed segment os leader until some time back, it had started to trail behind Verna. Another principle that guided product planning in VW was to position the products at a premium over Toyota and Honda. Audi and Volkswagen were launched in India in and , respectively. Part of this acquisition also was to gradually consume minor competitors as the company prepared to take over the German auto market with a storm. He can move the audio system from his old car.

Untapped market sizes and barriers to both enter the market and serving the customers. This case is not intended to serve as an endorsement, source of primary data, or to show effective or inefficient handling of decision or business processes. The campaign had to highlight not just innovative features but also benefits and emotions. Audi rP was positioned at par with BMW and Mercedes in the luxury category see Exhibit 2 for positioning of various players. We want to be amongst the top 3 in India by The agency was thus mandated to develop a campaign integrating corporate brand, product brands, and technology.

Is our product, distribution, and communication strategy appropriate to catapult us to the next level? First was to signal to peers and parents that he had made indua in life and was not a failure.

volkswagen in india case study seema gupta

They have xtudy our global op brand guidelines to India. The consumer hence does not want to compromise on his car. He marries the girl suggested by parents, lives in the same city, and works for the same family business.

How Automotive Transforms the Indian Economy – Case Study

Radio DJs pointed people to the skies. From a historical context, it is stated that these newer models obeyed basic manufacturing rules of Volkswagen as they featured rear drive, rear engine and air cooled platforms. Das Auto Digitally products various on factors such as — Maturity of the market.


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It is imperative Volkswagen reviews weak points and addresses primary threats like the rising cost of fuel, emission laws, the changing euro exchange rate and the fluctuating cost of seeja. Consumer treated the car as his muse.

Define the core need that your product is serving and list out all the direct and indirect competitors in the market place.

To find out more, including how to control cookies, see here: The mission was defined, goals set and the executive team created to spearhead operations and ensure Volkswagen was at the top of the ladder in auto manufacturing.

During this time, the aim of the company was to design autos that would stand out at the face of the German people.

volkswagen in india case study seema gupta

Consumer also likens the car to arranged marriage. Audi and Volkswagen were launched in India in andrespectively. It was for someone who had moved ahead in life, but had not forgotten his values. It was the second largest automaker behind General Motors. He chooses car just as he chooses his wife — based on looks. When VW was launched, people were unaware of the brand and social media was also nascent, thus the focus was on display ads.

Volkswagen in India Case Solution and Analysis, HBS Case Study Solution & Harvard Case Analysis

After brand volkswageb was built through display ads, VW invested in search engine marketing for organic stidy paid searches which led to ”Planet Volkswagen,” PV. The campaigns connect with the popular culture of Star Wars resulted in 31 million views on YouTube. 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. In mature markets the profitability is often stable but the market potential is less as most of the players have already taken market share based on the segment they are serving.


[Marketing Strategy]Volkswagen India: Das Auto Digitally Case Study Analysis & Solution

Skoda Superb connoted exclusivity and surpassing of excellence using the metaphor of 7 star and Toyota Camry for perfection and rejuvenation. You are commenting using your Facebook account. Our awareness has increased, our sales have increased and our dealers are happy! It balanced individual freedom and family needs. The media innovation created much buzz. Market potential analysis comprises evaluating the overall market size of the related product that the firm is planning to launch.

U-VA had a slightly older and more self-secure target audience.

volkswagen in india case study seema gupta

Kotler explains – Marketing is a process by which organizations can create value for its potential and current customers sutdy build strong customer relationships in order to capture value in return. Twitter was chosen for the campaign to get instant responses and to tap into specific customer segment. Honda City was positioned as an aspirational luxury car. DDB Mudra had successfully launched Polo using rational appeal.