Essay on Volkswagen Marketing Strategy - 1187 Words

Marketing Strategy. â€Å"The Volkswagen Group’s unique portfolio is made up of nine successful brands that excite millions of customers around the globe†(Company Website). Volkswagen, Audi, Seat, Skoda, Volkswagen Commercial Vehicles, Bentley, Bugatti, Lamborghini and Skania are the unique brands that make up Volkswagen AG. Volkswagen AG slogan, â€Å"Volkswagen – Das Auto† is the basis on which all the marketing of their products is formed on. â€Å"Das – Auto† and the combination of these three core messages (Innovative, providing enduring value and responsible) attract customers all over the world who are interested in the brands’ promise for quality, reliability and German engineering. Another one of Volkswagen AG’s main focusses of marketing†¦show more content†¦But this is the only way all the brands and companies can make their own contributions to the common value stream and form cornerstones of the Group.(Company Website) see app endix for complete list of products. Volkswagen Volkswagen Commercial Vehicles Lamborghini Target Market The Volkswagen brand was initiated for the target market of Males and Females between 18 and 39 who recognize the need for quality German engineering. Volkswagen Commercial Vehicles were introduced into and target the market of males between 25 and 55 with need for industrial transport vehicles, cabs. The Lamborghini was designed to target middle aged men who desire a sleek, expensive model with refinement, power, comfort and luxury. Value Package Features: The Volkswagen brand offers quality German engineering, affordable innovation, class leading fuel mileage and reliability in all their vehicles. Benefits: The benefits attributed to the Volkswagen brand include wonderful financing, including low interest rates, customer trust and great customer service. Features: The Volkswagen Commercial Vehicle brand offers quality multi-purpose vehicles. Class leading fuel efficiency and a sleek, well manufactured design are also some features. Benefits: The benefits of Volkswagen Commercial Vehicles, which can be used as motor-homesShow MoreRelatedWhat Factors Govern The Effective Use Of Nostalgia Marketing?1004 Words   |  5 PagesWhat factors govern the effective use of nostalgia marketing? Do you agree with the suggestion that the Beetle nostalgia craze will grow as the ‘baby boomers’ continue to age? Explain. Nostalgia as defined by disctionary.com is â€Å"a wistful desire to return in thought or in fact to a former time in one’s life, to one’s home or homeland, or to one’s family and friends; a sentimental yearning for the happiness of a former place or time.† Various psychologists have theorized that while nostalgia is triggeredRead MoreVolkswagen Suzuki Alliance Case Study Analysis1562 Words   |  7 PagesRunning head: VOLKSWAGEN SUZUKI ALLIANCE CASE STUDY ANALYSIS Volkswagen Suzuki Alliance Case Study Analysis MKT 523- Marketing Management Due Date: 12/11/2009 TABLE OF CONTENTS I. Abstract†¦..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..3 II. Introduction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..4 III. General Analysis i. Volkswagen current marketing management trends†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦5 ii. Key information delivered in the article†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..5 IV. Critical/Comparative analysis i. ArticleRead MoreVolkswagen s Brand Loyalty Among The World1273 Words   |  6 PagesIntroduction Volkswagen is one of the leading automaker in the world. It has a good market exposure and Volkswagen maintain a good marketing and marketing communication support all over the world to maintain its brand among the automotive market. Volkswagen have wide verity of brands under one umbrella like Audi, Bentley, Seat, MAN, Lamborghini, Porsche, Skoda, Bugatti, Ducati, Scania. †¢ It is a one stop solution for all type of vehicles. †¢ Not just a car maker but gives all other automotive relatedRead MoreThe Type Of International Strategy1189 Words   |  5 PagesTYPE OF INTERNATIONAL STRATEGY International strategy has been used by Volkswagen and Suzuki, which involved autonomous subsidiaries. International strategy can be considered an ethnocentric strategy which is characterized by the application of the marketing strategy of the home country to all foreign markets without adaption to local environment (Morschett, Schramm-Klein, Zentes, 2011). They used the multinational type of strategy, which focused on the local responsiveness. Subsidiaries operatedRead MoreVolkswagens Management Strategies1560 Words   |  7 PagesExecutive Summary Volkswagen has been one of the leading motor vehicle manufacturer for a long time. 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Additionally, an inadequate budget to cover the considerable costRead MoreA Critical Evaluation Of How Management Affects The University Of Manchester s Vision Of Social Responsibility1586 Words   |  7 Pagesresponsible for building and coordinating an entire system, rather than performing specific tasks†. As a discipline, management can be divided into a wide range of specialisms, including Human Resources, Accounting, Finance and Marketing. In my essay, I will study the topic of marketing and how it relates to the University of Manchester’s vision of social responsibility. Social responsibility relates to the social contract between businesses and the society in which they operate, requiring a set of generally