3. Volkswagen
Volkswagen Group
India, the Indian subsidiary
is a part of Volkswagen AG
Headquarters → Pune
VW‟s foray into India
started in 2001 when it
launched the Skoda brand
2007 – Audi & Volkswagen
launched
4. Volkswagen
Approached India with a radically
different and innovative marketing
strategy
Three key pillars -
innovative, valuable and responsible
Currently the brand is focusing on
the first pillar
Raised the brand awareness from 8
percent to 39 percent within a year
Digital marketing - one of the key
media of marketing
Company launched an integrated
marketing campaign to build its
brand image
5. Innovative Marketing
Trendsetter in innovative marketing
VW India created a path breaking
campaign – the “talking newspaper”
„Silver Jacket‟ - Print campaigns in glossy
paper with metallic finish, „Time for
Volkswagen‟
360⁰ Campaign – Everywhere the
customer looks, he looks at your brand
Social Media –
Facebook, Twitter, LinkedIn
6.
7. SKODA
Launched its first product, OCTAVIA, in
India in 2001
Strategy of gauging the price sensitive Indian
market
One step ahead of its rivals to save cost and
make cars more affordable in India
VW group will integrate all of its
manufacturing facilities in India to contain
costs
The basic strategy of Skoda was to bring
premium diesel cars to the Indian market
8. Skoda Fabia
The Skoda Fabia - super
hatchback
"The Fabia is a car so good
that you won't believe it's a
Skoda“
The Fabia was launched with
a number of television, print
and poster ads
The initial TV campaign ran
for four-and-a-half weeks
and the print and poster
campaign ran for two weeks.
9. Audi
One of the world‟s leading
premium brands
Innovative, modern and
sporty
Significant amount of
classical above-the-line
brand building
Digital space is extremely
important
From M-B-A to A
Engaging our brand with
Bollywood movies
10. Audi
Audi‟s logo, image, colors and
designs are consistent
Current marketing spend
60% - Print
15% - Traditional Online
15% - Social Media
10% - Television
Great design feature - Daytime
running lights
“S” shape lights have made the
car identifiable from a distance
12. TATA MOTORS
One of the world’s largest
manufacturers of commercial
vehicles
South Korea, Thailand, South
Africa, Argentina and is
planning to set up plants in
Turkey Indonesia and Eastern
Europe
First company from india's
engineering sector to be listed
in the NYSE
13. GLOBAL STRATEGY
Focus on a narrow base
of 14-15 countries where
market conditions are
similar to that of India
The idea is to have self
sustained operations in
this narrow band of
countries
14. In South Korea
Entered by acquiring
Daewoo
Daewoo - Tremendous
synergies in terms of
product strategy and R &
D
Tata Motors planned to
use this to leverage the
technology
15. In Thailand
Formed a joint venture with
Thonburi Automotive Plant
Thailand is the second most
competitive market for pickups
New pickup trucks developed
here will be sold in both
domestic and export markets.
16. In America
Alliance with Fiat
A relationship that seeks to
play off mutual strengths
Tata Motors will have access
to Fiat's multi-jet diesel
engines
A new car plant providing
flexibility in production
17. Jaguar Land Rover
Acquiring JLR → significant
potential for revenue
synergies
Greater international
distribution, broader product
range and better customer
service skills
Access to world-class
engineering capability
18. What did they Achieve?
National Footprint
Product portfolio
Unique Customer Experience
Leverage technology
Brand Reputation
VW used a small device with a recorded attached to the print advertisement which spoke about VW. The campaign created a sensation and managed to garner worldwide attention. What that led to was a huge increase in brand awareness about VW.
Asked Visitors to login and tweet on wat they wd do to get their hands on a jetta. Anshv to whacky n clever.. Best tweet gets a jetta.