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Vw in India

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Submitted By jimmmmyun
Words 773
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Background

As one of the most famous automakers in the world, Volkswagen group targeted the Indian

market as a great opportunity to increase its global brand awareness and growth. After the

company introduced Skoda and Audi in India, Volkswagen was also selected to enter the Indian

market as a worthy brand aimed at a different target audience. Clearly, VW had to differentiate

itself from the clutter of auto brands to gain the Indian market share, but it is a challenge to

convert the brand perception of Indian consumers. By hiring Doyle Dane Bernabach (DDB)

Mudra to run the advertising and campaigns, VW successfully took the first step toward

winning the Indian market, yet its marketing strategy still faces deficiencies.

SWOT

Strengths

• High-quality products

• Strong core values of brand (Innovative, Valuable and Responsible)

• Different models target different segments

• Understanding of Indian consumers’ insights

Weaknesses

• Lower brand recognition in Indian

• Lack of auto services (fewer dealers)

• Limited advertising budget

Opportunities

• Growing India automobile industry

Threats

• Increased fierce competition

• Over-rated Skoda’s brand perception in Indian

• Fast-paced introducing of new models

Issues & Suggestions

Since VW in India has to transition from the launch stage to the growth stage, building brand

recognition is no longer the only main objective for the team. As we look back, there are some

issues that VW needs to reconsider to improve their marketing strategies.

• Create more integrated advertising and campaigns

DDB Mudra tried to create consistent messages across different VW models, while indicating

each one had a significant innovative feature. The creativity used in promotions successfully

increased the brand awareness and sales, but to

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