Volkswagen's Marketing Strategy in India
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Case Details:
Case Code : MKTG244
Case Length : 15 Pages
Period : 2001-09
Pub Date : 2010
Teaching Note :Not Available
Organization :
Volkswagen Group India
Industry : Automobile
Countries : India
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts
About Volkswagen
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The history of Volkswagen (which means 'people's car' in German) can be traced back to the 1930s when Ferdinand Porsche, a reputed automobile engineer and designer, started designing an affordable car for the common man. In 1936, the first prototype of the car, called the KdF-Wagen, was designed in Stuttgart, Germany...
Marketing Strategy in India
Volkswagen entered the Indian market in 2001 by setting up its Indian subsidiary Volkswagen Group India. As of 2009, Volkswagen Group India had two group companies
- Volkswagen India Private Limited (Volkswagen India) and Volkswagen Group Sales India Private Limited (VGSIPL)...
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Promotion
Skoda Auto India and Audi India
In 2001, Skoda Auto India launched its first product, the Octavia, in India. The company primarily used the print media whenever it launched a new product. To promote the brand image of the company, it also used print ad campaigns...
The Road Ahead
In November 2009, Audi India announced that it had achieved 59 percent year to date sales growth. In the period between January and November 2009, it sold 1,550 cars as compared to 974 cars in the same period in 2008...
Exhibits
Exhibit I: Volkswagen's Financial Highlights (2006-08)
Exhibit II: Skoda Auto India's Print Ads
Exhibit III: Volkswagen India's Print Roadblock
Exhibit IV: Volkswagen India's OOH Campaign
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