Ajay volkswagen

7/31/2019 Ajay volkswagen

1/15

Indian Institute of Planning and Management

Students Name Ajay Gupta

Batch Spring Summer 10-12

Phone Number +91-8130304825

E-Mail ID [email protected]

Name of Faculty

Subject

Project Title Volkswagen is known for its cutting-edge

advertising across the world

Date of Submission
mailto:[email protected]:[email protected]:[email protected]


2/15

Introduction to the topic

Volkswagen is known for its cutting-edge advertising across the world

Volkswagen has signed up with a new advertising company Cutting Edge Advertising toadvertise their product for Indian market.

In this project history of Volkswagen Adolf Hitler approves Ferdinand Porsche's design for the"people's car," or Volkswagen. A town called Stadt des KdF-Wagens, now Wolfsburg, isestablished for factory workers in 1938. The Volkswagen New Beetle and the fourth-generationJetta (along with the 1996 incarnation of the Passat) boost sales significantly in North America.

The Volkswagen Group acquires Bentley, Bugatti, and Lamborghini. In July, VW announcesplans for a $1 billion assembly plant in Chattanooga, Tennessee.

As cutting edge advertising is an advertising company and recently signed up by flip-kart aswell. Cutting edge advertising is a well-known company worldwide and has many other famousbrands as their customers. Thus they are doing great job and as a result they make huge profitsfor their customers. Cutting Edge Advertising is a minority owned company specializing inDirect Mail and E-Marketing services.

Cutting Edge Advertising was started in Florida and in 2011 moved to Atlanta. At Cutting EdgeAdvertising, CEA had 15 years as a trusted adviser and consultant to numerous small, medium,

and enterprise companies.

When Volkswagen came to India to capture Indian market, it failed to attract Indians towardstheir product. As a result Volkswagen had to suffer a lot. But as their willingness to attract theIndian customers and create a position in Indian market, they decided to tell the importance oftheir product and come up as good brand in Indian market. Hence they decided to sign up withCEA; as a result CEA was successful to build a good image of Volkswagen and brought it up asan amazing brand. Which brought up Volkswagen lots of profit and helped it to grab a goodposition in Indian market.


3/15

History of Volkswagen

Literally, the word "Volkswagen" means "people's car." In Germany, the idea of a people's carwasn't exactly a new one. Before the 1930's, there had been many efforts to create simple carsthat everyone could afford, but none met with profound success. Almost all cars before 1930,

even if they were designed to be simple enough for the average person, ended up costing morethan the average worker's yearly wage.

A brief journey through a long history

When in 1937 the company known as "Gesellschaft zur Vorbereitung des DeutschenVolkswagens mbH" was founded, no one could have guessed that it would one day be Europe'slargest carmaker. The history of the company - with all its trials and tribulations - is first andforemost a story of impressive success.

1937-1945

On May 28th, 1937 the "Gesellschaft zur Vorbereitung des Deutschen Volkswagens mbH"company is founded, and on September 16th, 1938 it is renamed "Volkswagenwerk GmbH". Inearly 1938, in what is today Wolfsburg, work begins on construction of the Volkswagenwerkplant which is to house production of the new vehicle designed by Ferdinand Porsche.

During the Second World War Volkswagenwerk's production is switched to armaments. Some20,000 forced labourers, prisoners of war, and later also concentration camp prisoners, work at

the plant.

In September 1998, in recognition of the events of that time, VOLKSWAGEN AG established ahumanitarian fund on behalf of the forced labourers compelled to work at Volkswagen during theSecond World War. By the end of 2001 more than 2,050 people in 26 countries had receivedhumanitarian aid from the fund. Furthermore, a Memorial in remembrance of the forced labouremployed at the Volkswagenwerk plant is currently being established at Wolfsburg, involvingcontributions from present-day Volkswagen apprentices.


4/15

1945-1949

After the end of the Second World War, in mid June 1945, responsibility for Volkswagenwerk isplaced in the hands of the British Military Government. Under the management of Major IvanHirst, mass production of the Volkswagen Beetle is started.

1949-1960

On March 8th, 1950 the Type 2 goes into production, expanding the company's product range.

The Volkswagen Bus, still today known to many as the "VW Bully", soon creates rising demandthanks to its multifunctional capabilities. In 1956 a separate manufacturing base for theTransporter is established in Hanover, at the same time setting down the roots of today'sVolkswagen Commercial Vehicles brand.


5/15

1960-1980

On February 17th, 1972 Volkswagen breaks the world car production record: with 15,007,034units assembled, the Beetle surpasses the legendary mark achieved by the Ford MotorCompany's Model T, popularly known as the "Tin Lizzy", between 1908 and 1927.

In 1973 the Passat is the first model of the new generation of Volkswagen vehicles to go into

production - with front-wheel drive, a water-cooled four-cylinder engine and a range of enginesup to 110 bhp. The Passat is built in line with the modular strategy, by which standardisedcomponents usable in a range of different models provide significant rationalisation.In January 1974 the first Golf is built at the Wolfsburg plant. The compact saloon quicklybecomes a hit, and advances to become the legitimate heir to the legendary Beetle. The sameyear also sees the launch of the sporty Scirocco, which was to continue in production until 1981.


6/15

In 1976 the first Golf GTI rolls off the production line. The car, with its110 bhp engine, creates areal furore on the roads - and lays the foundations for the birth of a legend.

1980-1990

In June 1983 production of the second-generation Golf begins. The car is designed for a largelyautomated assembly process, and in the specially erected final assembly hall, designated Hall 54,

robots are deployed for the first time in vehicle manufacture.

1990-2000


7/15

2000-2003

In August 2002, at Volkswagen Slovakia, a.s. in Bratislava, mass production of the Touareg, aluxury-class off-road vehicle, is started, marking the Volkswagen brand's move into an entirely

new market segment.

In December 2002 the "Auto 5000 GmbH" company, operating a plant at the Group's site inWolfsburg, starts production of the Touran compact van. A special collective pay model has


8/15

been developed, aimed at implementing lean production and involving flat hierarchies, teamworking, flexible working hours and the deployment of more process expertise by the workforce.

In 2003 production of the fifth-generation Golf is started, embodying a new dynamism in itsdesign and engineering.Volkswagen (abbreviated VW) is a German automobile manufacturer and the original andbiggest-selling marque of the Volkswagen Group, which now also owns the Audi, Bentley,Bugatti, Ducati, Lamborghini, SEAT, 49.9% ofPorsche, Giugiaro, and Skoda marques

Volkswagen means "people's car" in German, in which it is pronounced as folks - vagon. Itscurrent tagline or slogan is Das Auto (The Car).

Volkswagen has three cars in the top 10 list of best selling cars of all time compiled by thewebsite 24/7 Wall St: the Volkswagen Golf, the Volkswagen Beetle, and the Volkswagen Passat.With these three cars, Volkswagen has the most cars of any automobile manufacturer in the lists

that are still being manufactured.
http://en.wikipedia.org/wiki/Germanyhttp://en.wikipedia.org/wiki/Marquehttp://en.wikipedia.org/wiki/Volkswagen_Grouphttp://en.wikipedia.org/wiki/Audihttp://en.wikipedia.org/wiki/Bentleyhttp://en.wikipedia.org/wiki/Bugatti_Automobileshttp://en.wikipedia.org/wiki/Ducatihttp://en.wikipedia.org/wiki/Lamborghinihttp://en.wikipedia.org/wiki/SEAThttp://en.wikipedia.org/wiki/Porschehttp://en.wikipedia.org/wiki/Giugiarohttp://en.wikipedia.org/wiki/%C5%A0koda_Autohttp://en.wikipedia.org/wiki/German_languagehttp://en.wikipedia.org/wiki/Taglinehttp://en.wikipedia.org/wiki/Advertising_sloganhttp://en.wikipedia.org/wiki/Volkswagen_Golfhttp://en.wikipedia.org/wiki/Volkswagen_Beetlehttp://en.wikipedia.org/wiki/Volkswagen_Passathttp://en.wikipedia.org/wiki/Volkswagen_Passathttp://en.wikipedia.org/wiki/Volkswagen_Beetlehttp://en.wikipedia.org/wiki/Volkswagen_Golfhttp://en.wikipedia.org/wiki/Advertising_sloganhttp://en.wikipedia.org/wiki/Taglinehttp://en.wikipedia.org/wiki/German_languagehttp://en.wikipedia.org/wiki/%C5%A0koda_Autohttp://en.wikipedia.org/wiki/Giugiarohttp://en.wikipedia.org/wiki/Porschehttp://en.wikipedia.org/wiki/SEAThttp://en.wikipedia.org/wiki/Lamborghinihttp://en.wikipedia.org/wiki/Ducatihttp://en.wikipedia.org/wiki/Bugatti_Automobileshttp://en.wikipedia.org/wiki/Bentleyhttp://en.wikipedia.org/wiki/Audihttp://en.wikipedia.org/wiki/Volkswagen_Grouphttp://en.wikipedia.org/wiki/Marquehttp://en.wikipedia.org/wiki/Germany


9/15

Volkswagen In percent of subscribed capital as of 31 December 2011:

Percentage Shareholder name

32.2% Porsche Automobil Holding SE

25.0% Foreign institutional investors

16.4% Qatar Holding LLC

12.7% State of Lower Saxony

9.4% Private shareholders / others

2.8% German institutional investors

1.5% Porsche Holding GmbH, Salzburg

Volkswagen In percent of current voting rights as of 31 December 2011:

Percentage Shareholder name

50.73% Porsche Automobil Holding SE, Stuttgart

20.00% State of Lower Saxony, Hanover

17.00% Qatar Holding

2.37% Porsche GmbH, Salzburg

9.90% Others


10/15


11/15

Volkswagen to Launch First TV Ad in India

Volkswagen India is targeted the Indian consumer with its first television ad which will go on airtomorrow.

The German auto major is launched an integrated 360-degree communication campaignconceptualized by DDB Mudra.

The ad shows a young boy in a Volkswagen showroom deciding on the cars that he wants to'book in advance' at various stages of his lifeone for his 18th birthday, one when he becomesthe 'vice-president' of a company and another when he eventually becomes the chief executiveofficer.

The tagline at the end of the commercial says, 'German engineering. Made for India'.

Besides television, the integrated communication campaign involved print, digital and out-of-

home media for the first time in India. The campaign is aimed at heightening Volkswagen'sbrand equity in the Indian market.

Elaborating on the campaign, Lutz Kothe, chief general manager - marketing and PR,Volkswagen India, said, ''Based on a clear brand strategy, Volkswagen is known for its cutting-edge advertising across the world. Our powerful and creative campaigns continue to have aspecial place in the consumer's mind through decades. With our first brand campaign in India,we have strived to achieve the same for our consumers here and are confident that they will taketo it.''


12/15

Volkswagen cars available in Indian market.

Polo e-Brochure Vento e-Brochure

New Jetta e-Brochure New Beetle e-Brochure

New Passat e-Brochure Touareg e-Brochure

Phaeton e-Brochure


13/15

Cutting Edge Advertising

Cutting Edge Advertising is a minority owned company specializing in Direct Mail and E-Marketing services.

Cutting Edge Advertising was started in Florida and in 2011 moved to Atlanta. At Cutting EdgeAdvertising, CEA had 15 years as a trusted adviser and consultant to numerous small, medium,and enterprise companies. Through experience they have learned the best results come fromlistening to our clients and together collaborating on their best options. Good consultantslisten....really listen and then process what they hear with passion in their execution. CuttingEdge Advertising is also going to listen and help, their client put their ideas together. In doing so,Cutting Edge Advertising will take your ideas and bring them to life with our creative graphicdesign team.

Cutting Edge Advertising provides nationwide High Impact Direct Mail services to the retail,healthcare and services industries. In addition, they have now included services from traditional

print advertising to innovative e-Commercial ads.

Their goal at Cutting Edge Advertising is to exceed the expectations of each of our clients, fromplanning to implementation. They have customized solutions to accomplish your marketingobjectives through direct mail, e-marketing and e-Commercials.

What sets us apart? Once Cutting Edge Advertising has completed your campaign, depending onwhat tracking tools are used, they will begin to measure the success of each piece. Cutting EdgeAdvertising will review with you the return on the campaign and evaluate the trackable data.This is delivered in a report that outlines the specific data points.


14/15

What CEA Provides?

For their customers CEA handle over your advertising work on their part that includes various

things like: -

1. Website Design Semi-custom website Semi-custom CMS website Custom Website Custom CMS Website Custom Ecommerce Website Custom Social Networking Site

2. Marketing Postcards Fold Over Postcards Google Marketing Facebook Marketing Twitter Marketing E-mail Marketing

3. Online Advertising Google Advertising Yahoo Advertising Bing Advertising Facebook Advertising LinkedIn Advertising MySpace Advertising

4. Graphic Design Logo Design Business Card Design Stationary Package Design Brochure Design Direct Mail Design Banner Ads

5. Website add-ons Photo Gallery Online Credit Card payments Hosting & Email Copywriting Website Support Collaboration Solutions


15/15

Documents

Ajay volkswagen