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Introduction of The Study

The document discusses Volkswagen's luxury car market in Nagpur, India. A survey was conducted of over 150 individuals to understand perceptions of Volkswagen and factors like price and mileage that are important to consumers. The results showed that most respondents consider Volkswagen a luxury brand but are sensitive to price, with mileage also a key consideration. Volkswagen aims to meet these expectations while providing latest technology and a satisfying ownership experience.

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Amey Shingote
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167 views

Introduction of The Study

The document discusses Volkswagen's luxury car market in Nagpur, India. A survey was conducted of over 150 individuals to understand perceptions of Volkswagen and factors like price and mileage that are important to consumers. The results showed that most respondents consider Volkswagen a luxury brand but are sensitive to price, with mileage also a key consideration. Volkswagen aims to meet these expectations while providing latest technology and a satisfying ownership experience.

Uploaded by

Amey Shingote
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
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 INTRODUCTION OF THE STUDY:

Changing demographics, rising disposable income and entry of several new players
has expanded the domestic market for passenger vehicles.The industry turnover is
estimated to reach a level of US $155 billion by 2016.

As an economic-centre and capital of Maharashtra with tremendous potential many


foreign companies are trying to grasp the opportunityby placing their different
product targeting different income group.

With the help of questionnaire targeting all potential sector of society a survey was
done to ensure the study of luxurious car market, its tremendous growth and
satisfaction level of customer with their present car and future aspects.

 EXECUTIVE SUMMARY:

The study was done in the Nagpur market and the main objective was to access the
luxury cars growth ratio of Volkswagen and simultaneously to know their
expectations for the future prospect.

Considering this around 14 questions were asked to more than 150 respondents and
out of them 94 were noted down to analyse the every aspect of consumer
perception towards automobile industry and brand Volkswagen.

Through the analysis and their attitude it was found that majority of population is
price sensitive (48%) and after that mileage is second most concerned factor
(41%).

Looking for luxury recognition around 78.12% people know Volkswagen as


luxurious brand.They expects latest technology in every launch.

The study was done both in service (30%) and business sector (50%) and it was
found that people in business sector are more familiar with VW than in service
sector. Service sector (Managers, top level executives).

The people who are satisfied with brand VW doesn’t look for mileage and price,
they think bout comfort and luxury.VW taste is preferred by class who already
owns 2-3 cars and their next option is luxury and something unique (ex:Beetle).
 EXPORT :

India has emerged as one of the worlds largest manufacturers of small cars.

• According to New York Times, India’s strong engineering base and


expertise in the manufacturing of low-cost, fuel-efficient cars has resulted in
the expansion of manufacturing facilities of several automobile companies
like Hyundai Motors,Nissan,Toyota,Volkswagen and Suzuki.

• In 2008,Hyundai Motors alone exported 2,40,000 cars made in India.

• Nissan Motors plans to export about 2,50,000 vehicles manufactured in its


India plant by 2011.

• Similarly, general motors announced its plans to export about 50,000 cars
manufactured in India by 2011.

• Ford Motors announced its plans to setup a plant in India with an annual
capacity of 2,50,000 cars for US$500 million. The cars will be manufactured
both for Indian market as well as for export. “The company said that the
plant was a part of its plan to make India the hub for its global production
business.”

• Volkswagen.

 SEGMENTATION OF VOLKSWAGEN:

SEGMENT

 COMMERCIAL VEHICLE

 CARS AND MULTIUTILITY VEHICLE

 SPORTS UTILITY VEHICLE

 TRANSPORT VEHICLE

 M
 ABOUT NAGPUR DEALERSHIP:

 MAJOR TOOLS FOR COMMUNICATION OR PROOMOTION MIX:

1. Advertising.

2. Sales promotion.

3. Publicity.

4. Personal selling

5. Public relation.

 MODERN MARKETING:

Modern marketing is the management of 4P’s – Product, Price,Place and


Promotion.In a sense of entire marketing process has a large content of
communication. For instance, the product communicates a distinctive image
such as youthfulness, glamour or prestige. The brand name communicates
physical and physiological attributes of the product. The package
communicates to the manufacturer of his convenience and the since of
beauty. This price communicates the equity of the products. These are
communication between buyer &seller i.e the distribution channel. Thus
each elementsof the marketing mix either helps or hinders communication
and ultimately the sales effort.

 VOLKSWAGEN BRAND:

A brand is a product, service, or concept that is publicly distinguished from


other products, services, or concepts so that it can be easily communicated
and usually marketed. Branding is the process of creating and disseminating
the brand name. branding can be applied to the entire corporate identity as
well as to individual product and service names.

Brands are often expressed in the form of representations of the brand.

A company’s brands and the public awareness of them are often used as a
factor in evaluating a company. Corporations sometimes hire market
research firms to study public recognition of brand names as well as
attitudes toward the brands.

 BRAND BUILDING:

The important factors that are affecting to build a brand value …

1. Quality.

2. Positioning.

3. Repositioning.

4. Communication.

5. First mover advantage.

6. Long term perspective.

7. Internal marketing.

8. Well-blended communications.

9. Credibility.

 OBJECTIVES OF LUXURY CAR MARKET OF VOLKSWAGEN:

A. MARKETING TARGET CUSTOMER.

B. USE OF LATEST TECHNOLOGY.


C. TRUST TO THE CUSTOMER. (PROMISE)

D. CUSTOMER SATISFACTION.\

E. BRAND CATEGORY.

F. ADVERTISING.

G. BUDGET.

H. FEATURES.

VOLKSWAGEN
Type: Public company

Industry: Automotive.

Founded: Germany (1937)

Headquarters: Wolfsburg, Germany.

Number of locations: 61 production plants in 21 countriees.

Area served: Worldwide.

Key people: Ferdinand.k.piech (Chairman), Martin Winterkorn (CEO)

Products: 60,54,829 units for sale in 153 countries (2009)

Services: Financial services

Revenue: €105.2 billion

Operation income: €1.855 billion


Profit: €960 million.
Total assets: €177.2 billion.
Total equity: €37.43 billion.
Employees: 3,68,500
Subsidiaries: Automotive, Financial Services and others.
Website: www.volkswagen.com

Cars images:

 VEHICLE BRAND COMPANIES IN NAGPUR:

BUGATTI AUTOMOBILES,

LAMBORGHINI,

SEAT,

SKODA AUTO,

VOLKSWAGEN PASSENGER CAR.

 FINANCIAL SERVICES:

Not available in Nagpur but those available outside are Volkswagen


financial services AG, Volkswagen easing.

Some of the other services yet to start are Logistics & Marines. Company is
interested in International collaborations.

 WEBSITE:
www.volkswagenag.com

www.volkswagen.co.in

 DIFFERENT SUBSIDIARIES OF VOLKSWAGENS.

 ACQUISTION BY VOLKSWAGEN:

• VOLKSWAGEN acquired Audi NSU Auto Union AG (later


renamed AUDI AG in 1985)
• VW acquired a controlling stake in the Spanish car manufacturer
SEAT, S,A.
• In 1991, Skoda automobilova a.s. of Czechoslovakia became a
wholly-owned subsidiary.
• Three prestige automotive marques were added to the Volkswagen
portfolio in 1998: Bentley, Lamborghini and Bugatti.

 LUXURY SECRET BEHIND VW with OTHER CARS:

The New BEETLE:-


PASSAT:-
JETTA:-
VENTO:-
POLO:-
TOURAEG:-
PHAETON:-

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