Volkswagen - Roulartanewsroom.roularta.be/static/18082014/Kanaal Z presa_Volkswagen.pdf · De...

Volkswagen

Partner of Z-Inspiration

1. Strategy of VW Commercial Vehicles

2. Challenge with product ‘Multivan’

3. Answer with right media proposition

Topics

Strategy of VW Commercial Vehicles

Differentiation strategy:

Volkswagen Commercial Vehicles vs. Volkswagen Cars

Strategy of VW Commercial Vehicles

Differentiation strategy:

Visibility in communication

Strategy of VW Commercial Vehicles

Challenge with product ‘Multivan’

Product ‘Multivan’: Change perception of the car

→ 2 target groups with different needs

1. Business (Kanaal Z/Canal Z profile)

2. Family

Challenge with product ‘Multivan’

Answer with right media proposition

Z-Inspiration: 10 TV-series

Kanaal Z / Canal Z gets in touch with companies and (their) CEO’s

1. Person

2. Mission

3. Strategy

Answer with right media proposition

Z-WIJZER

BUSINESS

BRANDING

Z-COCKTAIL

BB BBZ-

EXPERTBBBB

Z-

NIEUWS

Z-

BEURSBB SPOTS

Z-

BEURSBBSPOTS

Z-INSPIRATIONEDITORS

Answer with right media proposition

Answer with right media proposition

Website

Answer with right media proposition

Newsletters

Answer with right media proposition

Print ads

Answer with right media proposition

TV spot

Answer with right media proposition

Tailor-made program

Thank you for

your attention!