The Volkswagen Brand in India

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  • Topic: Volkswagen, Audi, Volkswagen Passat
  • Pages : 4 (1304 words )
  • Download(s) : 559
  • Published : June 21, 2012
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Volkswagen entered India in 2007 and for the first two years, it kept a low profile and tested the waters in the country with its international models Jetta and Passat which were in the executive and premium segment in India. Realising the potential in the Indian market, Volkswagen in 2009 decided to go full throttle promoting and marketing brand Volkswagen. Challenge

At that time the brand awareness for Volkswagen was a meager 9 per cent. Indian automobile market at that time was already a cluttered one with many international players entering the market and Volkswagen was a late entrant. The biggest challenge for the brand at that time was to increase its brand awareness and get people talking about it. Lutz Kothe, Head of Marketing and PR, Volkswagen Passenger Cars, Volkswagen Group Sales India says, “The challenge for brand building as a late entrant into any market is simultaneously a risk and an opportunity”. The risk is in understanding the consumer’s rational and emotional needs and packaging the same with the profile of the brand and the product without building on the brand heritage.  The opportunity, he said, is that one can start with a blank sheet of paper and keep growing while building aspirations around it as well. Strategy and Implementation

In 2009, Kothe took the reins of the Volkswagen Brand in India and the responsibility to make India talk about it. Kothe focused on a key consumer insight in the Indian auto sector: While features are important, brands that sell are the ones people talk about. And thus, Volkswagen’s strategy has been to focus on one big idea that creates big buzz and get people talking about the brand. Talking about the strategy, Kothe says, “If I throw a coin at you, you’ll catch it, if I throw ten, you’ll catch none”. Hence, Volkswagen decided to start with an idea that would get people talking and create a buzz. And that gave way to the first print roadblock in India in 2009. The key newspapers displaying only Volkswagen...
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