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Abstract:
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Case Code : MKTG244 For delivery in electronic format: Rs. 300;
Case Length : 15 Pages For delivery through courier (within India):
Period : 2001-09 Rs. 300 + Rs. 25 for Shipping & Handling
Pub Date : 2010 Charges
Teaching Note : Not Available
Organization : Volkswagen Group India Themes
Industry : Automobile Marketing Mix
Countries : India
Abstract:
The case examines the marketing strategies of Volkswagen Group India, the Indian
subsidiary of German automobile manufacturer, Volkswagen AG (Volkswagen).
Volkswagen entered the Indian passenger car market in 2001 by launching its car brand -
Skoda. In 2007, two of its other brands Audi and Volkswagen, were also launched in
India. Volkswagen Group India emphasized on all aspects of marketing mix including
product, price, place and promotion. The company offered three brands including Audi,
Skoda and Volkswagen that together comprised of 15 different models as of late 2009.
Volkswagen Group India mainly catered to the luxury segment of the Indian car market.
The company had established presence in India through separate distribution channels for
each of its brands.
In its initial years, Volkswagen Group India primarily used the print media to promote its
products. However, considering the growth potential of India's automobile market, the
company started using electronic, digital and out of home media along with print media.
In November 2009, the company launched an integrated marketing campaign to
strengthen its brand image. The case describes the marketing campaign and ends with a
discussion on the growth prospects of the company in future.
Issues:
» Examine the growth strategies of Volkswagen Group India over the years.