To study the effectiveness of the creativity involved in Media Planning by Volkswagen in India.
Volkswagen, a German car manufacturer has recently entered the Indian market with latest models catering to Indians. Complementary to its launching of new models, it has also released a series of innovative ads with very creative media planning. They exploited the print medium vastly, in a unique way.
The objective of this research is to find out how effective these ads were, among the public.
The Indian Automobile Industry is on overdrive. The rapid urbanization, coupled with an overwhelming growth in the middle class population, has created an Indian market that is extremely conducive for the automobile industry to flourish. Indian automobile industry recorded a growth of 16.07% in 2009-2010.Automobile industry contributes 4% of the national GDP and accounts for 5% of the industrial output in India. It is moreover, a major employment generator in the country. The Indian automobile industry provides employment to around 13 million people directly or indirectly at present, a number that is likely to double by 2016.
Volkswagen, already a car manufacturer leader in the international market, is the new entrant with models which are suitable for the Indian road. Its entry has been popularized by the frequency and reach of the ads it has released. In addition, the ads were very innovative. Combined with a strategic media planning, the ads are very much talked about. So, in all terms, the ads lacked flaws.
But, how effective ads were these ads?
This can be answered only by knowing the response of the Indians to them. What they think about the car brand, how they perceive it and has these ads created any impact among them and the kind of impact are the key issues which the brand has to know in order to grow.
Thus, this research is an eye-opener as to the effectiveness of the ads and how it has helped... [continues]
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