Uncovering the current and untapped market sizes and barriers to serving the larger market. Young progressives Executives in companies; engineers, creative professionals in Want leisure cars; interest in knowledge sectors; below 30 years of age; superior knowledge niche concepts; seek style and Are we differentiating ourselves enough in the competitive market place? VW understood the customer funnel and worked backwards on planning ad inventories. Segment Attractiveness Analysis — Our analysis will work out which are the most attractive segments and which are the one the firm should go ahead and target. Customer lifetime value is the value of the entire stream of purchases that the customer would make over a lifetime of patronage. Are we giving a strong reason to the consumer to buy our brands?

Send your data or let us do the research. In the s, Passat, Scirocco, Golf, and Polo were launched. The mission was defined, goals set and the executive team created to spearhead operations and ensure Volkswagen was at the top of the ladder in auto manufacturing. First, was the customer willing to pay for it and how much? There is a lot of boredom that sets into the life of a sober man.

How Automotive Transforms the Indian Economy – Case Study – OWC Research Plc.

You are commenting using your Twitter account. This site uses cookies. Third was for personal space, as people in metros lived in small houses sema joint families — car was his little dungeon and hideout. Every marketing case study solution varies based on the details and data provided in the case.


As approached, Volkswagen had perfectly merged with Auto Union and the two companies were keen on competition and market dominion. The media analyzed features available globally in the new Passat and wrote stories building anticipation of what could be expected in India.

volkswagen in india case study seema gupta

While it positioned Passat on comfort, it positioned Jetta on superior driving experience see Exhibit 12 for positioning of competing brands. Even in lower variant, he will get power windows, central locking, nice interiors, and powerful engine.

Volkswagen India: Das Auto Digitally Marketing Strategy Analysis & Solution

VW provided outstanding quality and reliability such that the product retained its value in the long-term and it developed sustainable solutions for environment. Those are his mistresses. Notify me of new comments via email. Analyze stkdy areas that you need to sort out while launching the products to wider market and what are the challenges the firm will face in market place.

The manufacturing of Volkswagen Type 60 grew rapidly in s and early s when Volkswagen Company began introducing newer models albeit in the line as Type 1. VW partnered with Hindustan Times such that the headlines in the Hindustan Times were printed using handwritten fonts. The Indian Institute of Management notes that development and growth was courtesy volkswageen the merging with the two companies Seema, Help Center Find new research papers in: Order Seemma – Volkswagen India: The Economic Times Official Website.

Untapped market sizes and barriers to both enter the market and serving the customers. In Times of India, a chip was pasted which had a pre-recorded voice of a Vento engineer who spoke about Vento with great passion.


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Volkswagen in India Case Solution and Analysis, HBS Case Study Solution & Harvard Case Analysis

The consumer hence does not want to compromise on his car. A 10, sq ft banner flew over Mumbai during peak hours.

Skoda was launched in with the Octavia, a premium car.

volkswagen in india case study seema gupta

The new subsidiary formed from this acquisition would go on to produce Audi Models. The challenge facing VW was how to break the clutter and engage fans to generate positive word-of-mouth. It is impossible to reach out to such a large number through any other event.

Asia Pulse, January 5, Volkswagen was initiated in early by the German Labor Front. Seema Gupta, Assistant Professor of Marketing prepared this case for class discussion.

While three brands give us the collective power, we have to be careful to market them uniquely so that we are not chasing the same customer. Honda City was positioned as an aspirational luxury car. Send your data or let us do the research.

How Automotive Transforms the Indian Economy – Case Study

Developing a positioning and launching strategy. Honda Civic symbolized excitement and adventure, targeting a much sttudy segment. Gomez, B, Meste and Garigga, R. Market Potential Analysis of Volkswagen India: