PRODUCT MARKET MIX
Volkswagen group is an automotive company consisting of several brands of vehicles for a range of customer groups at a range of prices. It is one of the top automotive manufacturer’s in the world and is the top automotive manufacturer in Europe.
Volkswagen segments their customers demographically:
+ Young, Single Professionals Ages 1824
+ Married Couples with Children
+ Retired Couples 50 years and older
Each groups of people has different age and background, each individual has their own desires for a vehicle they intend to buy.
Young, Single Professionals Ages 1824
+ Represent Their Status (Express themselves to enhance their selfimage) ∙ Bluetooth technology
∙ LED Headlights.
+ Travel with Speed (to commute quickly and arrive at destinations on time) ∙ V6 – V8 engine
Married Couples with Children
+ Transport Goods (to fulfill tasks for family)
∙ Stow n’ Go storage system ∙ Folding seat system.
+ Protect their family (in the event of or from an accident). ∙ Crashoptimized front ends.
∙ Rearend monitoring system.
Retired Couples 50 years and older
+ Haul Equipment (to travel and fill their free time) ∙ Trailer tow package
∙ Heavyduty suspension
+ Operate with ease (to minimize frustration and accidents) ∙ Temporary Autopilot / Cruise control ∙ Parking assistance
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