Volkswagen
Marketing
Topics:
1. About Volkswagen
2. General Marketing Strategies
3. VW Group
3.1 Ducati
4. Target Groups
5. VW's Market Analysis
About Volkswagen:
- biggest car manifacturer worldwide besides Toyota and General Motors
- founded in 1937 : development of the Volkswagen by Ferdinand Porsche
- makes cars, trucks, commercial vehicles, motorcycles and buses
General Marketing Strategies
- Social Media
- Commercials
- 360 Branding to promote
parent Company and cars individually
- Value proposition through internet
Social Media
- Spreading of ads and commercials
- Facebook, Twitter, Instagram etc.: informing people about the latest News on Volkswagen, about future innovations etc.
Commercials
- Mostly funny
- Often stress the selling points: family friendliness, Sports Utility, new innovations etc.
- Convey that VW is a classy, stylish and reliable opportunity for the middle class
VW Group
- consists of many other brands: Audi, Seat, Bugatti, Bentley, Scania, Lamborghini, Porsche, Skoda, MAN
| Porsche | Bugatti | Lamborghini |
|---|---|---|
| Sports vehicles | Very very very expensive | very expensive |
| no compromises | merely for the image of VW | no compromises |
Ducati
- Makes motorcycles
- Makes no real advertisements
Audi
The most profitable branch in the VWAG
MARKETING STRATEGY
Product Development
- Making models more intelligent, more stylish etc.
- Moduling series to fit them better to the target group
Target Groups
- horizontal market
- differenciated by prices
- some brands are explicitly intended for a target group e.g. Bugatti
- differenciated by different Features
- many Special models for niches
Special Models
- VW: the 'join' series (Golf, Tiguan, Sharan, Touran etc.)
- Golf GTI
VW's Market Analysis
- VW has for a long time been the solid, reliable brand for the middle class
- Customers need solid, reliable cars etc.
- For every target group there is a different model/brand
- Analysing competitors: What do they offer?
- Core Competecies: well priced cars with solid performance, wide range of products with different features
Sources:
https://www.volkswagen-media-services.com/unternehmen/-/search/Unternehmen-Vertrieb-und-Marketing/search/81196_81116
https://www.volkswagen.de/
https://www.mbaskool.com/marketing-mix/products/17004-volkswagen.html