Volkswagen's Marketing Strategy in India


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Case Details:

Case Code : MKTG244
Case Length : 15 Pages
Period : 2001-09
Pub Date : 2010
Teaching Note :Not Available
Organization : Volkswagen Group India
Industry : Automobile
Countries : India

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"We are fairly new in the Indian market. The brand awareness of Volkswagen is low. We have to raise awareness, create and improve the brand."1

- Lutz Kothe, Chief General Manager, Marketing and Public Relations, Volkswagen India, in November 2009.

"Volkswagen is committed to the Indian market, the proof of which is the constant investment and growth that we provide through the various projects initiated. India is one of our key markets and we know that the future harbors a huge potential." 2

- Jochem Heizmann, Member of the Management Board, Volkswagen AG, in August 2009.

Introduction

On December 21, 2009, Volkswagen India Private Limited (Volkswagen India), the group company

of Volkswagen Group India, announced that it aimed to sell 300 units of Beetle, its iconic car, in India in the year 2010. The Beetle was launched in India on December 04, 2009.

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1] "Volkswagen Launches First Brand Campaign in India," www.afaqs.com, November 10, 2009.
2] "Volkswagen Group India Holds A Positive Outlook," http://machinist.in, August 29, 2009.


 

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