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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!