MARKETING STRATEGY

Marketing Strategy Of Volkswagen In India

Marketing Strategy Of Volkswagen In India

Brand Strategy

Volkswagen became number one in the European car market decades ago and continues to do so through exceptional value for money and premium products, which are reliable and of high quality. Volkswagen is known in Europe for its extraordinary services and high customer satisfaction.

Some years back Volkswagen paved the way for sustainable market activities in India. With the investment agreement signed at the end of 2006 the brand sets a new course that unites two success stories - Volkswagen and India - in a common future.

Volkswagen is building a new production plant in Pune in the Indian state of Maharashtra. With investment totalling some 410 million euros, a full production plant with a press shop, body shop, paint shop and assembly lines is been built on the 230 hectare site in the Chakan industrial park near Pune. The German brand and Europe's largest automotive manufacturer will be entering the Indian market to meet the rapidly growing.

The company is initially targeting Mumbai, Delhi and Bangalore for establishing its dealer network and will gradually expand to other Indian cities. It is intended to set up more than 10 Volkswagen dealerships in 2008.

The Volkswagen brand will make its entry in the domestic car market with the first model assembled in India — Passat — in the second half of 2007, and will also import the Touareg. According to market sources, Passat may cost in Mumbai about Rs 30-35 lakh and Touareg about Rs 40 lakh.

Meanwhile, according to industry ministry sources, Volkswagen India's proposed factory at Chakan, Pune is currently undergoing site levelling for the construction of its forthcoming plant.

The compact car segment in India is seeing the launch of some of the most awaited models from the leading car makers of the world. After General Motors and Hyundai, German auto giant Volkswagen has stepped in the small car segment with its sparkling offer Polo. The Volkswagen Polo India launch is hogging the attention of the car industry and media alike. The car was unveiled yesterday. The company which is known for its premium sedans like Passat and Jetta has decided to enter the expanding small car segment in India which is dominated by Maruti Suzuki, Tata Motors and Hyundai motors.

Volkswagen India launch was eagerly awaited by the car lovers. The company has stepped up the competition by deciding to set a price tag of 4.3 lakh INR. It is supposed to lock Horns with rivals like Hyundai's i10 and Maruti Suzuki's A Star and Zen Estilo. The booking for the Polo has already started. The car can be purchased from 40 dealers of Volkswagen in India. There are some variants of this model and as expected, the diesel version is more costly than the petrol version.

Volkswagen India launch may give stiff competition to Indian carmakers. The company has adopted aggressive marketing strategy for the Polo and it wants to create a splash in the entry level segment with this ...