Volkswagen Marketing Strategy

Topics: Volkswagen Group, Volkswagen, Marketing Pages: 4 (1185 words) Published: October 23, 2012
Marketing Strategy.
“The Volkswagen Group’s unique portfolio is made up of nine successful brands that excite millions of customers around the globe”(Company Website). Volkswagen, Audi, Seat, Skoda, Volkswagen Commercial Vehicles, Bentley, Bugatti, Lamborghini and Skania are the unique brands that make up Volkswagen AG. Volkswagen AG slogan, “Volkswagen – Das Auto” is the basis on which all the marketing of their products is formed on. “Das – Auto” and the combination of these three core messages (Innovative, providing enduring value and responsible) attract customers all over the world who are interested in the brands’ promise for quality, reliability and German engineering. Another one of Volkswagen AG’s main focusses of marketing strategy is being the leader in ecologically sustainability and low-cost mobility in growth markets (Company website). Volkswagen AG is a “customer first” company, responding to the needs and wants of millions of people worldwide. Using regular customer surveys and customization options as well as using research and development groups, Volkswagen AG matches its product with customer needs. Volkswagen AG is enhancing its regional presence and geographical spread with popular promotions in Brazil, China and now India, but the emphasis is still on the European market (Marketing Strategy recommendation ppt, Dr.J.Coleman 2006). Pricing of their product is dependent on the market price, the economy of the region the product is sold in, and the price of the competitors. An exception is in India where the Volkswagen Toureg is priced higher than the competition except with a lower interest rate, 4.5% instead of the competitors 8%.(International Business management:Volkswagen,ppt by Anil Lalvani). List of Products

All of the products at Volkswagen AG are based on quality, reliability and ecological sustainability. Volkswagen AG consists of 9 brands of vehicles including Volkswagen, Audi, Seat, Skoda, Volkswagen Commercial Vehicles, Bently...
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