For all the talk about companies coming to an emerging market like India and setting up shop‚ no one has been more passive aggressive then the Volkswagen Group. VW is most famously known for its Beetle – one of the best selling cars of all time at over 21 million units. In a bid to move beyond the Beetle‚ VW in the 90′s started to acquire many brands and their complete portfolio is quite impressive: Audi‚ Bentley‚ Bugatti‚ Lamborghini‚ SEAT‚ Skoda and VW. The VW Group also owns 49.9% of Porsche and
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CASE FACTS Entered Indian market in 2001 with launch of Skoda. Audi and Volkswagen brands launched in 2007. Two group companies – Volkswagen India & VGSIPL. Volkswagen India – Volkswagen branded cars. VGSIPL – Audi and Skoda. Marketing strategy in India – Product‚ Place‚ Price‚ Promotion. ISSUES Caters mainly to luxury segment. Higher price range – except Skoda Fabia. Lack of brand awareness among Indian consumers. Lack of aggressive marketing in earlier phases. Lesser
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Brand Building Strategy Paper Presented By R.PRIYADHARSINI DR.K.SHYAMASUNDAR‚.B.E.‚M.B.A.‚ PH.D SENIOR LECTURER DIRECTOR PG DEPARTMENT OF BUSINESS PG DEPARTMENT OF BUSINESS ADMINISTRATION ADMINISTRATION MOHAMED SATHAK COLLEGE MOHAMED SATHAK COLLEGE OF ARTS AND SCIENCE OF ARTS AND SCIENCE (Affiliated to University of Madras) (Affiliated to University of Madras) pdgprabu@yahoo.co.in drshyamasundar_k@yahoo.co.in 9840033677
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“Building Brands for Rural India” By Himanshu Shekhawat Lecturer‚ Department of Management Studies‚ Poornima Group of Colleges‚ ISI-2‚ Sitapura Institutional Area‚ Jaipur E mail: Himanshu.shekhawat@gmail.com Abstract India is a very large country with 3‚700 towns and 6‚ 00‚000 villages. A rural market is a village with a population of less than 5000. But since the larger villages and the smaller towns are witnessing an explosion in growth‚ they are collectively known
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Case Study 9 Lenovo’s brand building strategies: Taking the competition to competitors with “transactional model” Suggested case discussion questions Q1 Explain Lenovo’s early strategizing efforts and its future plans Lenovo has production and distribution facilities in the US‚ UK‚ Mexico‚ Malaysia‚ Hungary‚ China and Brazil. This growth has been achieved through innovation‚ operational efficiency and customer satisfaction. The acquisition of IBM’s PC division helped it become the
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VOLKSWAGEN INDIA INTRODUCTION Volkswagen (VW) is one of the world’s leading automobile manufacturers and the largest carmaker in Europe Founded in 1937 in Germany VW Group is the umbrella corporation for Audi‚ Bugatti‚ Bentley‚ Lamborghini‚ Porsche‚ SEAT‚ Skoda and Volkswagen The Volkswagen Group sells its vehicles in 153 countries INTRODUCTION India is the world’s second fastest growing car market Only a growing market VW Launched in India in 2007 VW India has currently
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Building brand identity in competitive markets: a conceptual model Bhimrao M. Ghodeswar School of Management‚ Asian Institute of Technology‚ Klong Luang‚ Pathumthani‚ Thailand Abstract Purpose – The purpose of this conceptual paper is to identify important elements of brand building based on a literature review and case studies of successful brands in India. Design/methodology/approach – This paper is based on a review of the literature and takes a case study approach. The paper suggests the framework
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Marketing Strategy. “The Volkswagen Group’s unique portfolio is made up of nine successful brands that excite millions of customers around the globe”(Company Website). Volkswagen‚ Audi‚ Seat‚ Skoda‚ Volkswagen Commercial Vehicles‚ Bentley‚ Bugatti‚ Lamborghini and Skania are the unique brands that make up Volkswagen AG. Volkswagen AG slogan‚ “Volkswagen – Das Auto” is the basis on which all the marketing of their products is formed on. “Das – Auto” and the combination of these three core messages
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FITTskills: International Marketing Case Study #1: Golden Global Award Case Study #1: Golden Global Award Eye candy Coralius Cosmetics is a global cosmetics manufacturer with annual revenues of $1.1 billion. Its brand of eyeliner‚ mascara and eye shadow is widely recognized in over 75 countries. Headquarters are in Los Angeles. In the past‚ Coralius has successfully relied on its country managers to create local advertising and promotion initiatives for its cosmetics. Take one The
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Daystar University Topic: Brand Building Name: Joyce Njoki Admission Number: 10-1718 Submitted to: Mrs. Julie Muraya School of Communication Valley road Campus THESIS Topic Brand building Thesis statement Brand building is a public relation function that involves understanding the type of brand the company requires and the types of brand assets involved in brand building that lead to development of a strong brand. BRAND BUILDING Introduction Branding is the use of words‚ designs and symbols to
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