RKETING MANAGEMENT

Project Report on Volkswagen

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Presented By: Abhishek Singh Avadhesh Singh Raj Bhuhsan

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Volkswagen
Marketing strategy in India
and its

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Case Study
(Marketing)

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Introduction

Volkswagen Group India, the Indian subsidiary of leading automobile manufacturer, Volkswagen AG (Volkswagen), based in Wolfsburg, Germany, had entered the Indian passenger car market in 2001 by launching its car brand - Skoda. 2007, two of its other brands Audi and Volkswagen, were also launched in India.

In

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About Volkswagen
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

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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 Skoda

Auto India and Audi India In 2001,

Auto India launched its first product, the Octavia, in India. 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

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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

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Exhibits
Exhibit

I: Volkswagen's Financial Highlights (2006-08) II: Skoda Auto India's Print Ads

Exhibit Exhibit

III: Volkswagen India's Print Roadblock IV: Volkswagen India's OOH Campaign
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Exhibit

Thank You

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