The main limitation of this report is a strict word count, so some aspects will be described briefly. One more limitation is that due to time and word limits I should focus on only one broadcast media, and one sales promotion technique.
The report starts with an overview of Volkswagen Company and its product – Volkswagen Polo. Then a brief description of the main target market of the product is provided. Next, the IMC mix elements for this product are shown. As a result, some recommendations are presented. For the purposes of the assignment the market was narrowed down to Russia only.
2. Brief background
2.1 Volkswagen Company
Volkswagen was established in 1930s. Now it is one of the world’s leading automobile manufacturers, based in Wolfsburg, Germany. It forms the core of the Volkswagen Group, which is the world’s fourth largest car producer after Toyota, Ford, and GM.
The Group operates 44 manufacturing facilities in 12 countries in Europe and in a further six countries in America, Asia and Africa. A workforce of over 325,000 people all around the globe produces over 24,500 vehicles per working day, as well as providing vehicle-related services. The Volkswagen Group's models are sold in more than 150 countries. The Group consists of eight brands: Volkswagen, SEAT, Audi, Bugatti, Lamborghini, Bentley, Skoda and Volkswagen Commercial Vehicles.
The name Volkswagen means “people car” in German, and it absolutely justifies itself, because the aim of the Group is to offer attractive, safe, environmentally friendly vehicles which are competitive on increasingly tough markets and represent the global benchmark in their respective classes.
2.2 Volkswagen Polo
Volkswagen Polo was designed by Cruppo Bertone, an Italian car stylish and coach building house, which also manufactured cars. The Polo entered the supermini market in 1976. First generation models of Volkswagen Polo were stylish and spacious three-door hatchbacks. This small car was strong seller in West Germany and most of the rest of Western Europe. [pic]Picture 1 – Volkswagen Polo 2007
Now it is sold in hatchback, saloon and estate variants in Europe and other markets worldwide. The Polo is a compact car, with a traditional transversely mounted engine and front-wheel drive. Current range of the Polos includes a variety of three- and four-cylinder petrol and diesel engines. The current car (Mk4 and Mk4F) is available with either five-speed manual or four-speed automatic transmission. The suspension system on all models uses a fully independent MacPherson strut front suspension, and a Twist-beam rear suspension. Most models use disc brakes at the front and rear drum brakes, although some recent models have all round disc brakes.
In 2005, the Mk4F was face-lifted with new Volkswagen Passat-style headlights and tail lights, and a different hatch. The Mk4F was designed by Walter de'Silva. There are three models of current Volkswagen Polo: • The Cross Polo
• The Polo BlueMotion
• The Polo GTI
Table 1 – Technical characteristics of VW Polo
|[pic]Engine[pic] |[pic]1.6 litre, 3 cylinder/16V[pic] | |Transmission |MT (AT) | |[pic]Top speed[pic] |172 (168) km/h[pic] | |[pic]Fuel consumption (urban)[pic] |[pic]8.6 (10.2) l/100 km[pic] | |[pic]Fuel consumption (extra-urban)[pic] |5.2 (5.9) l/100 km[pic] | |[pic]Fuel consumption (combined)[pic] |6.5 (7.5) l/100 km[pic] | |[pic]CO2 emission[pic]...