Volkswagen: About the Company, Product Line, Market Positioning, and Strategies

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Added on 2023/06/16

AI Summary

Volkswagen is a German-based company and the world's largest automobile manufacturer. Their product range extends from low consumption small cars to luxury class vehicles, including the New Polo, New Beetle, Tourareg, Jetta, Passat, and Phaeton. Volkswagen is Europe's largest manufacturer with a market share over 20 percent and globally ranks in the 3rd largest position. Their promotional strategy reflects their core brand values of innovation, value, and responsibility. Volkswagen faces competition from Toyota, Ford, and Honda.

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VOLKSWAGEN

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ABOUT COMPANY
• Volkswagen a German based company
• World’s largest automobile manufacturers
• Parent Company –Volkswagen AG
• Product range extends from low consumption
small cars to luxury class vehicles

VOLKSWAGEN GROUP
Volkswagen group represented by nine
brands- Audi, Bently, Bugatti,
Lamborghini, Scania, Seat, Skoda,
Volkswagen commercial vehicles and
passenger cars
Group operates 60 production plants
around the world

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PRODUCT LINE OF
VOLKSWAGEN
New Polo - Stylish design
Comfortable
Engines and transmission (fuel efficient)
Advanced safety equipment
New Beetle – Classic body
Self assured
Comfort and convenience
Tourareg- Robust machine
Extensively equipped
A perfect symbiosis

Jetta- Airbags
High pressure diesel
Optimum transmission
Passat- Powerful and economical
Tremendous control
Feel good factor
Phaeton-Elegant exterior
18 way adjustable seats
Ground breaking engine
Park distance control
PRODUCT LINE OF VOLKSWAGEN

MARKET POSITIONING
• Europe’s largest manufacturer with market share over 20
percent
• Globally ranks in 3rd largest position
• Aiming at sustainability

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PRICIG STRATEGY

PROMOTIONAL STRATEGY OF
VOLKSWAGEN
• Company have same core brand values across the
globe with innovative, valuable and responsible
which reflects in their promotions
• Since intial stages company started low brand
awareness as one of their concerns
• 13 advertisements in various newspapers and 18000
television spots, 144 insertions in broadsheet dailes,
50 magazines, 280 home sites and 23 digital portals.