IMC POLO 3 advertisement campaign done by polo

1. IMC VW Polo – “Power When You Need
It”

2. “People’s Car”
 Employees over a 344,900 employees
 Headquarter located in Wolfsberg , Germany
Part of Volkswagen Group including

3. Volkswagen polo comes in Hatchback car segment.
Problem faced by Volkswagen Polo
a) Perception of consumer i.e. high budget cars in 2013-14.
b) Continuous emerging innovations in automobile industry.
c) Intense competition in the hatchback segment.
Market Share was 4%.
Less awareness of POLO in market.
Sales (in units) was Approx. 13,827 including 6,052 imported.
Market situation of Volkswagen POLO

4. With great power
Comes great responsibility

5. Volkswagen
Polo
The new campaign, ‘Power when you
need it’, conceptualised by DDB Mudra,
highlights the USP of the car – the 1.5L
TDI engine

6. Volkswagen
Polo
The brand promotes its
new engine through
the catchphrase
'Power, when you need
it!

7. Volkswagen
Polo
A three-filmcampaign

8. Powerful + Sporty

9. Strategy
Empower the target
marketFocus
Power
(As aspirational need)

10. SEGMENTATION
Targeting
Positoning

11. CAR
PROFESSIONALS
MASS
MARKET
BUSINESS
COOL
BUSINESS
PRACTICAL
SENIOR YOUNG
FAMILIES
AGE 30-40 30-45 50+ 25-35
SEX M(F) M(F) M(F) M(F)
INCOME MED-HIGH HIGH LOW MED-HIGH
CAR USAGE HIGH HIGH LOW HIGH
PRODUCT CATEGORY
EXPERIENCE
HIGH HIGH LOW MED
PRICE SENSITIVITY LOW MED-HIGH HIGH MED
SEGMENT
ATTRACTIVENESS
LOW MED ` LOW HIGH

12. TARGET MARKET
Young
Urban
Married
Male
One who seeks Power

13. PERCEPTUAL MAP
High
Price
Low
Price
Sporty
Conservative

14. Power
When
You
Need it
TVCDigital
PR RadioFilm

15. Created TV commercials
with a touch
Only 3 advertisements
For the Campaign
Of Humour

16. P
R
I
N
T M
E
D
I
A

18. Promoted the Polo
Partnering
With A
Movie

20.  Test drive increased sales up to 7% (15,000 units) and market share upto 10%
 80 Million movie viewers believe in the power of POLO.
 1.1 Million found salvation through the videos.
 You tube delivered CTR up to 15.15%.
 Up search by 5,824 page likes.
 AM delivered 1,539 inquires.

21. Thank You
Ashutosh Vyas