Innovative Advertising Campaign - A Case Study of Volkswagen India
“The national conference on Innovative Paradigms’ in Contemporary management” Nagpur, 2016
21 Pages Posted: 16 Jul 2016
Date Written: July 15, 2016
Abstract
Advertising is a form of communication used to encourage or persuade an audience (viewers, readers or listeners) to continue or take some new action. Among the 4Ps of marketing, the last P stands for Promotion which is the process of reaching the target market and convincing them to go out and buy the product. Advertising is one of the important tools of promotion. The marketing mix has been the key concept to advertising. There are number of ways to make the advertisement of the product. In the same way the advertising campaign which are used by the Volkswagen innovate the new strategies to advertise the product.
The case examines the marketing strategies of Volkswagen India, the Indian subsidiary of German automobile manufacturer, Volkswagen AG (Volkswagen). Volkswagen (VW) is one of the world’s leading automobile manufacturers and the largest carmaker in Europe. As Volkswagen pursues its goal of becoming the number one automaker in the world by 2018, India has become a key component of its strategy. India is currently the world’s second fastest growing car market, with shipments expected to more than double by 2018.
As a relatively recent entry into the Indian automotive market, VW needed to raise brand awareness. To address this challenge, Volkswagen’s marketing team focused one of its key brand pillars, innovation, to make a strong impact throughout the roll-out in India. Innovation was showcased not only in Volkswagen’s product introductions, but also in its communications and advertising. This case study is the qualitative approach to analyse and study the strategies of advertising of Volkswagen India.
Keywords: Promotion, advertising, communication tools, marketing mix.
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