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 (Innovative, providing enduring value and responsible) attract customers all over the world who are interested in the brands’ promise for quality, reliability and German engineering. Another one of Volkswagen AG’s main focusses of marketing Benefits: The Lamborghini brand satisfies the ideal of exclusivity and luxury power during the mid-life-crisis of a wealthy male. Promotional Mix Advertising: TV commercials, radio magazines and online advertisements are being used to promote the product and increase global awareness. -Youtube videos showing the TV commercial adds, Facebook pages and advertising, and sponsorships of events such as The Blues promoted awareness in a huge way.
Promotions: Some examples of previous promotions. -Anyone who purchases or leases a 2007 Volkswagen model will get a custom electric guitar. -Anybody who purchases a 2003 Beetle can get a complimentary iPod. -Offer financing deals.
Podcasting: Volkswagen has developed and published four different podcast series as a means of media marketing.
Public Relations: The PR committee at Volkswagen offers great customer service, environmental awareness and responsibility and social responsibility. Advertising: TV commercials, radio magazines and online advertisements are being used to promote the product and increase global awareness. -Youtube videos showing the new Volkswagen Commercial Vehicles are becoming more and more popular in Asia and North and South America. Promotions: Some examples of previous promotions. -Anyone who purchases or
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