VOLKSWAGEN DIRECT MARKETING PLAN

Volkswagen Direct Marketing Plan

Table of Contents

Introduction1

Direct Marketing for Volkswagen2

Situation Review3

PESTEL3

SWOT Analysis4

Strengths5

Weakness5

Opportunities5

Threats6

Competitor Analysis6

Key Competitors6

Data and Media Choices7

Budget, Resources and Monitoring9

Volkswagen Direct Marketing Plan

Introduction

Volkswagen is one of the global leading manufacturers of automobiles. The Volkswagen group owns a total of 94 production plants in 18 European countries. In addition to these production lines, the group owns several other lines in seven major countries, America, Asia, and Africa. The Volkswagen success story is visible in the fact that, it sells its vehicles in more than 153 countries. Very few companies can match this much coverage of markets in a global context. The Volkswagen group own very famous brands in its portfolio including, Bugatti, Audi, Lamborghini, SEAT, Skoda, Bentley, Scania, and commercial vehicles of Volkswagen, each of these brands work as an independent entity, to maintain a separate image and not confusing the customer regarding identity of Volkswagen.

The vision of company I engraved in its name Volkswagen, meaning the people's car. It plans to deploy intelligent technology and innovation in such a manner that it results in delighting customer and maintain the perceived quality of the brand. The “Group Strategy 2018” focuses on the positioning of Volkswagen as leading car manufacturer in the globe. The company has set the goal to increase its vehicles to more than ten millions a year by 2018. It further wants to increase its return on sales before tax to as much as 8%. Volkswagen also intends to be perceived as number one employer in Europe, so as to hire the cream talent in the region (Annual Report, 2011, p.1).

When it comes to financial performance of the group, the figures are huge. In the fiscal year 2010, Volkswagen sold a total of 7.3 million vehicles. During the same fiscal year, the group combined produced and marketed a total of 7.4 million vehicles.

Direct Marketing for Volkswagen

The aim of direct marketing is to target carefully selected individuals in order to gain an immediate response and long lasting relationships with customers. The key role in this direct marketing process is of databases. These databases of customer's information allow the company to tailor its message for that individual customer. Direct marketing offer several benefits not offered by other forms of marketing efforts. The direct marketing can provide that immediate survey of the current positioning of the brand in the mind of the consumer, and they can be asked for their opinions and suggestions. In this way, a brand truly connects with the customer (McLoughlin & Aaker, 2010, p.179).

Volkswagen can ensure this long term general objective with this strategy. The direct marketing in vehicle section is visible for some time now, the company. In 2004, the company launched Super Trump Card, which needed the user to invite their friends to participate; however, this activity was limited to Brazil. The results were fascinating, as the 5,000 new registrations to the website were made in just two months. The company needs to take this kind of promotional activities in Europe as ...