1. +  Volkswagen - Promotion

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Promotional strategy of Volkswagen
 Volkswagen have the same core brand values across the globe, which is
innovative, valuable and responsible which reflects in their promotions.
 When VW started in 2007, low brand awareness was one of their
concerns.
 VW came out with 13 advertisements in various newspapers.
 It told the readers about how the name Volkswagen came about and its
product line.
 By the time the campaign ended VW had used 18000 television
spots, 144 insertions in broadsheet dailies , 50 insertions in
magazines, 280 out of home sites and 23 digital portals.

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A move that captured india
 Majority of Indians did not know anything about Volkswagen
, not even the pronunciation.
 Brand Awareness was 4% as compared to 70% which
competition enjoyed.
 To make Volkswagen a household name , for the first time ever
in India TOI had a single advertiser across all 26 pages and in
all 16 editions of TOI.
 This is known as a Roadblock.

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 This ensured 100% mindspace and attention of the consumer.
 The Result ?
 Hottest searched word on Google.
 Recall increased to 50% from 4%.
 169% increase in Sales.

5. + Promotion using TRADITIONAL MARKETING
 To improve brand recall , the next campaign showed all Volkswagen cars:
The Beetle, Passat, Jetta and Touareg.
 Volkswagen has successfully focused on both the superior product
attributes and the imagery associated with owning and driving it.
 Most of VW communication takes place through print media in magazines
and newspapers.
 They have also focussed on communication through TV advertisements
and point of sales promotion.

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Promotion using virtual marketing
 Now they have a state of the art web portals which are highly interactive
and informative.
 Car buyers can get any amount of detailed information regarding prices,
features, retailers and support services.
 Usage of social media networking sites to connect with the target market.
VW was the first company to use Linkedin recommended advertisements
and the campaign was a huge success.
 In less than 30 days over 2700 VW fans had stepped forward to
recommend their favourite cars and shared these recommendations with
their professional networks.

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How VW uses social media
 Volkswagen India mainly has a presence across four
social media platforms: Facebook, Twitter, Youtube &
LinkedIn.
 Apartfrom that they have dedicated sites for their
‘Innovations for Everyone’ and ‘Think Blue campaign’
campaigns.
 They are engaging with their fans on Facebook(1.1
million) in a responsible manner by replying to their
queries, appreciating feedback, posting offers and
updates, running contests etc.
 They have identified the owners of VW vehicles on Twitter
& have added them to the respective lists of different
vehicles.

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How VW uses social media
 They use these lists to keep a track of their customers & occasionally inform
them about any new initiatives or offers.
 Efforts are made to cross promote the videos of their dedicated channel on
other online platforms and they are planning to provide some incentives for
people to subscribe to their channel.
 Linkedin company page of VW has been a huge success due to a large
number of recommendations.

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SPECIAL CAMPAIGNS
 Volkswagen also started two campaigns at different times in
India. ‘Innovations for Everyone’was launched in 2010 while another
campaign ‘Think Blue’ was launched in 2011.
 Both these campaigns were launched with much fanfare as an integrated
marketing campaign across all the online & offline channels which
created a lot of buzz for them.
 People submitted their ideas on the dedicated sites of these campaigns &
they got voted for their innovation by other participants.
 Some of these ideas are passed on to the product team to study their
feasibility of being introduced among the upcoming vehicles.

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LATEST CAMPAIGN
 VW’s latest campaign was ‘Post it’ .
 The campaign consisted of print, digital, out-of-home and on-ground,
and which ran for a duration of three and a half weeks.
 The campaign unveiled a contest through which customers booking the
new Polo and Vento during the month of November 2012 would be
eligible for winning a free Polo or Vento.
 Through newspaper advertisements in metros VW invited readers to
test drive its Polo and Vento range of passenger cars, along with the
contest to win one of the two models.
 Volkswagen took a 360 degree turn in its marketing strategy this time
with emphasis on on-ground activities with its dealer network.

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Innovative advertising
 VW India sent a shiver down a newspaper reader’s spine with their
new print ad in the leading newspapers.
 VW India created a path breaking campaign by launching the world’s
first ‘speaking newspaper’.

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Advertising
 VW launched print campaigns in glossy paper with metallic finish. These
campaigns also managed to garner attention for the VW brand.
 Sending customised emails and newsletters with various offers to
various prospective customers based on CRM data.
 According to the marketing and communications teams of VW the digital
medium is increasingly becoming an important medium for the brand.
 They are planning to market themselves using PPC advertisements , paid
keywords and affiliate marketing.

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special promotion
 After the success of the Vento IPL Edition in Season 4 of the
Indian Premier League (IPL),Volkswagen India capitalised on
Season 5 of the IPL with their Polo and Vento IPL Edition II.
 The IPL Edition II versions of the Volkswagen Polo and Vento
hit showrooms on March 15, 2012. The new models sported
additional equipment but were offered at the same price as
the regular variants.
 Promoted by using Pro Batter which was inaugurated by
Chris Gayle in Mumbai which allows the participant to face the
swinging yorkers of Lasith Malinga. Launched in many cities in
public places like malls.

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Additional gizmos and goodies that both cars will get in IPL Edition II include :
 Multimedia entertainment system featuring navigation and social networking
options
 Interactive car pad for rear seat passengers to operate the multimedia system.
 Dual tone leatherette seat covers,
 Special floor mats,
 IPL door sill designs
 IPL branding on the boot.

17. OUTDOOR ADVERTISING
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DISTRIBUTION

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Volkswagen India- Pune
 Assembles, manufactures and distributes Volkswagen vehicles
in India.
 Established in 2007.
 One of the most modern in the Volkswagen Group.
 Large share of local suppliers.
 Only production plant operated by a German automaker in
India that covers the entire production process from press shop
through body shop and paint shop to final assembly.

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Manufacturing Facilities
Manufactured/Assembled Locally Imported
Volkswagen Passat
Volkswagen Jetta Volkswagen Touareg
Volkswagen Polo Volkswagen New
Beetle
Volkswagen Phaeton

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Sales and Service Network
 Sales Performance
Year 2010 :
 Recorded sales of 32,627 vehicles against 3,039
vehicles sold during the year 2009 and registered a
sales growth of over 1,000%.
 Currently
has more than 70 dealerships in 56 cities
across 18 states and 2 union territories of India.

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Sales and Service Contd…
 Recognizing the importance of an extensive dealer network
towards scripting a long-term success story
 The brands of the Volkswagen Group are setting up dealerships
spanning the entire country with Volkswagen, Skoda and Audi
having in total around 120 dealerships across the country today.
 Groundwork for offering a first-class all-round service, taking
customer satisfaction to the highest level.
 Keeping this in mind they launched their first Group Logistics
Service facility recently that would help make their dealer network
become more efficient and smoothen the entire process of
service.

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DEALER OPERATIONS

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Dealer Operations…
 Every dealer with Volkswagen has signed a three-year bond as
the fluctuation rate in India is relatively high.
 Very evenly distributed across the country but now is the time
to go rural.
 As per study, a consumer is willing to drive only for an hour to
an automobile dealership for service, after-sales .
 To complement this, a strong CRM system is in place where
they have information about the customer.
 Keeping in mind that the rural parts are still largely untapped,
companies are pressing the accelerator.

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Volkswagen's B2B Market place
set up
Nearly all of procurement volume managed via the Internet
Applications bundle for suppliers on platform "VW Group Supply.com"
The most important components; Online-Catalogue-Purchasing,
Online-Negotiations (auctions), Capacity management (eCap) have
been set up for Audi and Volkswagen and have been introduced in
the other brands and regions of the Group

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Inventory Management
 Wireless Stock Management System
 Fully transparent stock management system
 Complete integration with SAP® R/3® WMS
 Reduced overall operating costs
 Increased accuracy
 Greater all-roud speed and efficiency of operation

31. Group Sales India Pvt. Ltd. Group Sales India Pvt. Ltd.
India Pvt. Ltd.
Offer in Manufacturin Excise Invoice
NADCON g Printed Parking
Table update
& duty
Order in Vehicle calculation
NADCON Daily s to
Stock Yard Vehicles
Order despatched
Purchase Order
allocation to
dealer TOMCAD
Inbound Delivery
FI JV passed in & Goods Receipt
VWIPL to book
Vehicle flagged
Credit Sales
Check in TOMCAD
while Invoice
despatch Verification
Allocation to Billing in ATLAS FI JV passed in
Transporters
VWGSIPL to book
Sale to Dealer
Billing in Nadiv to Material Movement
book Sale to 201 to hit COGS in
dealer VWGSIPL Distribution Process SAP
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Domestic Vehicle Sales from NSC to Page. 31

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