1. • GROUP C1

2. Question
What are VW‟s brand strategies in India?
(Audi, Skoda, VW)

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

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

11. QUESTION
Analyze TATA Motors‟ global strategy towards
becoming an auto major

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

19. THANK YOU!