The case describes the consumer research conducted by VW to identify consumer insights which pave the way for design products to satisfy local needs and aspirations.
The instance describes the segmentation, targeting and positioning strategy for India against the background of its own international brand worth of VW. The case follows the start strategy of every one of the versions - Touareg, Jetta, Passat, Phaeton, Beetle, Polo and Vento. The case invites students to review the advertising and communication strategy of VW to enable it to fulfill its vision of being on the list of very best three brands in India by 2018.
The vision is challenging, particularly because VW is a very late entrant in the Indian marketplace. The abundant data in the case enables full-blown discussion on whether VW is differentiating itself enough in the competitive market place; or is it giving a reason that is convincing to the consumer to purchase its brands.
Volkswagen in India Case Study Solution
PUBLICATION DATE: December 01, 2013 PRODUCT #: IMB443-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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