MAJOR PROJECT REPORT

ON
MARKETING STRATEGIES VOLKSWAGEN INDIA
Presented in partial fulfilment of the requirements for the award of
BACHELOR IN BUSINESS ADMINISTRATION
SESSION 2019-2022

FACULTY DETAILS: STUDENT DETAILS:

MS MANSI MADAN JATIN GAUR

ASSISTANT PROFESSOR ENROLLMENT NO. : 00114001719

GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY

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 ACKNOWLEDGEMENT

I wish to express my sincere gratitude and special thanks to my respected teacher “Ms. MANSI
MADAN”. I am also thankful to the management department, laboratory assistants for the timely
help and valuable suggestion without which my “PROJECT REPORT” would not have been
success.

JATIN GAUR

BBA V SEMESTER

ENROLLMENT NO: 00114001719

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 CERTIFICATE

This is to certify that JATIN GAUR of BBA, 5th semester has successfully completed this
“PROJECT REPORT” for the SUMMER INTERNSHIP as prescribed by I.P UNIVERSITY.

Date:

MS MANSI MADAN

ASSISTANT PROFESSOR

CHAPTER – 1
1.1 Introduction

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 1.2 Need For The Study

1.3 Objectives Of The Study

1.4 Scope of the study

1.5 Methodology Of The Study

1.5 Limitations Of The Study

CHAPTER - 2
VOLKSWAGEN INDUSTRY PROFILE

CHAPTER – 3
VOLKSWAGEN COMANY PROFILE

CHAPTER – 4

THEORITICAL FRAMEWORK OF

MARKETING STRATEGIES

CHAPTER – 5
ANALYSIS & INTERPRETATION

CHAPTER – 6
6.1. FINDINGS
6.2. SUGGETIONS
6.3. SUMMARY
6.4 CONCLUSION

ANNEXTURE –

Questionnaire

BIBLIOGRAPHY

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 CHAPTER I

1.1 Introduction
1.2 Need For The Study
1.3 Objectives Of The Study
1.4 Scope of the study
1.5 Methodology Of The Study
1.6 Limitations Of The Study

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 1.1 INTRODUCTION TO THE PROJECT

The project title is “MARKETING STRATEGIES” serve as the fundamental

underpinning of marketing plans designed to fill market needs and
reach marketing objectives.

This industrial training makes the management students under go practically which
they know theoretically. B.B.A. student can imagine the problems with the theoretical
knowledge he has, but he can only solve it when he has practical experience or
knowledge.

So, it is a compulsion for all BBA students to undergo the month’s practical training
in their concerned subjects in any industry or company. After that we are required to
submit a project report on the practical experience we have acquired.

So, I undergone to the practical training in one of the leading Automobiles in NEW
DELHI i.e. VOLKSWAGEN ATR CARS PVT LTD, which is situated on N.H.-5, opp
BHPV,NEW DELHI.

Marketing strategy is also known as geographical market analysis and it is the Easiest
Way to Identify Where Your Customers Come From and Who They Are. This project
focus on to know the profile and from which geographical part of NEW DELHI the
potential customer of Volkswagen cars can be and what is the consumer behavior of
various users of cars like how many cars do they have and after how much do they like
to change their cars . The whole survey has been done in various parts of NEW DELHI
city like Focal Point, Industrial Area.

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 1.2. NEED OF THE STUDY

The modern world emphasizes on purposeful learning experiences under natural

condition to meet the cutthroat competition existing in the world. So, under such
circumstances a project can be defines is “a purposeful dedicated effort in social
environment to earn and nourish in the present world.” So, the undergone is of
immense benefit to us. The training undergone gives lot of practical exposure and the
real working environment.

After knowledge of management theories and practices it becomes very essential to

recognize the practical implementation of everything learned. So in order to meet the
challenges, we marched towards common goal. The training enabled is a real platform
of life to implement the knowledge in the natural and practical working conditions of a
corporate house.

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 1.3. OBJECTIVES OF THE STUDY

The study has been under taken to analyze the customer profile and mapping to
understand the consumer behavior regarding automobile sector.

Objectives:
 The main objective was to study the marketing strategies with special reference
to Volkswagen in the city of NEW DELHI.

 To know the customer profile.

 To analyze the exact segregation of the industry of India

 To know at which geographical segment the potential customer exist.

 To know the consumer behavior regarding cars on following parameter.

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 1.4. SCOPE OF THE STUDY

The scope of study “The Marketing Strategies of Volkswagen car market with reference
to ATR CARS Pvt ltd, NEW DELHI authorized dealer for selling the Volkswagen cars,
has been chosen to study the marketing strategies. The study was undertaken to study
the marketing strategy of Volkswagen. This included the study of various factors
affecting the market, comparison of the various brands available in the market, different
media used by the company to advertise the Brand, that is the various strategies
implemented in the market.

This study enables the company to look into various factors effecting the purchase from
the consumer point of view. This in turn will help the company to deliver their
products to maximum satisfaction of the consumer and it will also enable the company
to make the consumers aware about its products in clear and better way.

1.5. METHODOLOGY

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we collected the data from various sources. They are:

 Primary data
 Secondary data
Primary data:

Data was collected through the administration of a questionnaire prepared for the
purpose of the study. The questionnaire involved 50 number of questions enquiring
about, brand preferences for their purchase, conditions considered to make particular
purchase, which media created awareness etc…

Secondary data:

The data collected by researcher which is available through records, reports,

websites, news papers, magazines

 Internet
 Magazines
 Broachers
 Other references

1.6. LIMITATIONS OF THE STUDY

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The research study suffers from following limitations:

 The NEW DELHI market was too vast and it was not possible to cover each and
every customer in the available short span of time.

 Generally, the respondents were busy in their work and were not interested in
responding.

 Respondents were reluctant to disclose complete and correct information about

themselves and their organization..

 Most respondents were reluctant to provide exact information as in why they

preferred particular company’s car.

 The research was conducted in present prevailing conditions. There can be some
fluctuations in the market, which can offset the findings.

 The project is carried out for the period of 45 days only.

 Measurement of customer satisfaction is complex subjects, which uses non-

objectives method, which is not reliable.

 Some of the employees would not respond due to lack of time.

 The sample unit was also 250 respondents

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CHAPTER 2

INDUSTRY PROFILE

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 INTRODUCTION OF AUTOMOBILE INDUSTRY

The automobile industry has changed the way people live and work. The earliest of
modern cars was manufactured in the year 1895. Shortly the first appearance of the car
followed in India. As the century turned, three cars were imported in MuBBAi (India).
Within decade there were total of 1025 cars in the city.
The dawn of automobile actually goes back to 4000 years when the first wheel was used
for transportation in India. In the beginning of 15th century, Portuguese arrived in
China and the interaction of the two cultures led to a variety of new technologies,
including the creation of a wheel that turned under its own power. By 1600s small
steam-powered engine models was developed, but it took another century before a full-
sized engine-powered vehicle was created. Brothers Charles and Frank Duryea
introduced the actual horseless carriage in the year 1893. It was the first internal-
combustion motor car of America, and it was followed by Henry Ford’s first
experimental car that same year.
One of the highest-rated early luxury automobiles was the 1909 Rolls-Royce Silver
Ghost that featured a quiet 6-cylinder engine, leather interior, folding windscreens and
hood, and an aluminum body. Chauffeurs usually drove it and emphasis was on
comfort and style rather than speed. During the 1920s, the cars exhibited design
refinements such as balloon tires, pressed steel wheels, and four-wheel brakes. Graham
The 1940s saw features like automatic transmission, sealed-beam headlights, and
tubeless tires.
The year 1957 brought powerful high-performance cars such as Mercedes-Benz 300SL.
It was built on compact and stylized lines, and was capable of 230 kmph (144 mph).This
was the Indian automobile history, and today modern cars are generally light,
aerodynamically shaped, and compact.

Facts & Figures

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The automobile industry in India is on an investment overdrive. Be it passenger car or
two wheeler manufacturers, commercial vehicle makers or three-wheeler companies –
everyone appears to be in a scramble to hike production capacities. The country is
expected to witness over Rs 30,000crore of investment by 2010.
Hyundai will also be unmasking the Verna and a brand new diesel car. General Motors
will be launching a mini and may be a compact car.
Most of the companies have made their intentions clear. Maruti Udyog has set up the
second car plant with a manufacturing capacity of 2.5lakh units per annum for an
investment of Rs 6,500 Crore (Rs 3,200 Crore for diesel engines and Rs 2,718 Crore for
the car plant itself). Hyundai and Tata Motors have announced plans for investing a
similar amount over the next 3 years. Hyundai will bring in more than Rs 3,800 Crore to
India. Tata Motors will be investing Rs 2,000 Crore in its small car project.General
Motors will be investing Rs 100 Crore, Ford about Rs 350 Crore and Toyota announced
modest expansion plans even as Honda Siel has earmarked Rs 3,000Crore over the next
decade for India - a sizeable chunk of this should come by 2010 since the company is
also looking to enter the lucrative small car segment. .Talking about the commercial
vehicle segment, Ashok Leyland and Tata Motors have each announced well over Rs
1,000 Crore of investment. Mahindra & Mahindra’s joint venture with International
Trucks is expected to see an infusion of at least Rs 500 Crore. Industry performance in
2008-09
The Indian automotive market managed to stand up to the vagaries of the economic
meltdown to show slightly growth during fiscal 2008-09. Overall vehicle sales at
97.23lakh grew 0.71 percent from 96.54lakh units in 2007-08.
Passenger vehicle sales at 15.51lakh registered flat growth while commercial vehicle
sales showed a 21 per cent drop.

SIAM has a positive outlook for the current financial year. While it foresees a 7-8 per
cent growth for the commercial vehicle segment, the industry body predicts a 3-5 per
cent growth for passenger vehicles.The passenger vehicle market has weathered the

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downturn largely due to market leader Maruti Suzuki which holds 48 per cent of the
market. The compact car giant clocked 7.22lakh units for2008-09. Closest rival Hyundai
Motor India sold 2.44lakh cars, a growth of 13 per cent.
Most premium carmakers saw volumes shrink last fiscal.
Toyota Kirloskar Motor’s numbers fell 15 per cent to 46,892 units while Ford India’s
sales were down 17 per cent to 27,976 units.
Honda Siel Cars India also saw a 17 per cent drop at 52,420 units while General Motors
India was down 8 per cent to 61,526 units.
Among commercial vehicle makers, all major players saw substantial fall in volumes.
Market leader Tata Motors with a 60 per cent plus share, showed 22 per cent drop in
numbers at 2.34 lakh units while Ashok Leyland showed 37 per cent drop at 47,632.
Either’s sales volume fell 37 per cent at 17,341 units and Force Motors was down 28 per
cent at 7,819 units. “The freight movement is unlikely to improve this fiscal which will
impact truck Bsales.

Worldwide location of various Volkswagen plants

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Operations

Volkswagen has become a large international corporation from where it started and
expanded to different worldwide markets and countries. The world headquarters of
Volkswagen are located in its home country in Wolfsburg, Germany. Volkswagen
AG, owned by the Volkswagen Group, is situated with other car manufacturers
including Audi, SEAT, Lamborghini, Bentley, Bugatti, Scania, and Skoda.
Volkswagen is currently Europe's largest automaker. For a long time, Volkswagen
has had a market share over 20 percent. Worldwide, Volkswagen officially ranks as
the 3rd largest manufacturer behind Toyota and GM as measured by OICA in 2009.
In 2010, Volkswagen, posted record sales of 6.29 million vehicles, with its global
market share at 11.4%. Volkswagens core markets include Germany and China.
After overtaking Ford in 2008, Volkswagen became the third largest automaker in
the world. Volkswagen has aimed to double its US market share from 2% to 4% for
the year 2014, and is aiming to become, sustainably, the world's largest car maker by
2018.

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Ownership

Volkswagen is a publicly traded company, which issued ordinary shares and

preferred shares. The ownership structure is complex. The following table shows the
current shareholder structure. Note that neither the Porsche Automobil Holding nor
the Porsche GmbH are identical with the Dr. Ing. h.c. F. Porsche AG, which is
responsible for the production of Porsche sports cars. The Porsche Automobil
Holding is owned by the Porsche family, the Emirate of Qatar, 49.9% are owned by
the Volkswagen AG. The Porsche GmbH was sold to the Volkswagen AG.

Shares Held by

50.76% as of 30 Jan 2009 Porsche Automobile Holding

2.37% as of 30 Jan 2009 Porsche Holding GmbH

20.26% as of 16 Feb 2008 State of Lower Saxony

17% as of 18. Dec 2009 Emirate of Qatar

9.61% widely held

Worldwide presence

Volkswagen has factories in many parts of the world, manufacturing or assembling

vehicles for local markets. Volkswagen has manufacturing or assembly plants in
Germany, China, India, Russia, Brazil, Argentina, Portugal, Spain, Poland, Mexico,
Bosnia and Herzegovina, and South Africa. Volkswagen also has a new plant in the
United States. In 2011, it was named in the top 25 largest companies in the world by
the Forbes Global 2000.

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 Product Line

Cars
Further information: List of Volkswagen passenger cars

Volkswagen sells a number of cars under its namesake brand, including sedans,
MPVs, trucks, SUVs, and coupes. Their product range extends from the supermini
Polo, to compact Golf, to mid-size Jetta and Passat, and full-size Phaeton. SUVs
include the Tiguan and Touareg.

Volkswagens current model range:

 Fox  Golf Plus  Passat CC  Eos  Sharan

 Polo  Beetle  Scirocco  Jetta  Touareg

 Golf  Passat  Tiguan  Touran  Phaeton

Environmental record

Volkswagen first implemented its seven environmental goals in Technical

Development in 1996. The plan contains themes involving climate protection,
resource conservation, and healthcare, through objectives such as reducing
greenhouse emissions and fuel consumption, enabling the use of alternative fuels,
and avoiding the use of hazardous materials. The original 1996 goals have since
been revised in 2002 and 2007. Volkswagen was the first car manufacturer to apply
ISO 14000, during its drafting stage and was re-certified under the standards in
September 2005.

Achievements of Volkswagen
 In 1980, Volkswagen competed in the Paris-Dakar Rally with the Audi developed
Iltis, placing 1st, 2nd, 4th and 9th overall.

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 Volkswagen enlists Dakar Champion Jutta Kleinschmidt, the first woman to win
the Dakar rally in 2001, to help design and compete a Dakar Racer.

 In 2003, the Hanover based team starts with a 2WD buggy named Tarek. It
placed 6th outright but took 1st in the 2WD and Diesel class.

 In 2004, VW enters the newly developed Race-Touareg T2, finishing 6th overall
and 2nd in the Diesel class.

 In 2005, an updated Race-Touareg with slightly more power is entered, with

driver Bruno Saby, finishing in 3rd overall and 1st in the Diesel class.

 In 2006, Volkswagen released the most powerful Race-Touareg yet: the Race-
Touareg 2. Five vehicles entered, with driver Giniel de Villiers finishing in 2nd
place overall, and 1st in the Diesel class.

 In 2009, Volkswagen won the 2009 Dakar Rally held in Argentina and Chile.
Race Touareg 2 finished 1st and 2nd.

 In 2010, Volkswagen won the 2010 Dakar Rally held in Argentina and Chile.
Race Touareg 2

 defends 2009 victory with first three places.

 In 2011, Volkswagen won the 2011 Dakar Rally held in Argentina and
Chile. Race Touareg 3 defends 2010 victory with first three places.

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 CHAPTER 3

VOLKSWAGEN COMPANY PROFILE

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 The Indian automobile industry seems to come a long way since the first car that was
manufactured in MuBBAi in 1898. The automobile sector today is one of the skey
sectors of the country contributing majorly to the economy of India. It directly and
indirectly provides employment to over 10 million people in the country. The Indian
automobile industry has a well established name globally being the second largest two
wheeler market in the world, fourth largest commercial vehicle market in the world,
and eleventh largest passenger car market in the world and expected to become the
third largest automobile market .
The growth of the Indian middleclass along with the growth of the economy over the
last few years has resulted in a host of global auto giants setting their foot inside the
Indian Territory. Moreover India also provides trained manpower at competitive costs
making the country a manufacturing hub for many foreign automobile
Indian Automobile Export market
India is a very favorable market for small cars be it production, sales or export. Since the
Indian automobile industry is the largest manufacturer of small cars companies like
Hyundai and Nissan Motors export about 2,40,000 and 2,50,000 annually. India
emerged as Asia's fourth largest exporter of automobiles, behind Japan, South Korea
and Thailand. The Indian automobile exports registered a 22.30 percent growth in the
year 2009.

Key automobile manufactures in India

 MarutiUdyog
 General Motors
 Ford India Limiteds
 Eicher Motors
 Bajaj Auto
 Daewoo Motors india
 Hero Motors
 Hindustan Motors
 Hyundai Motors India Limited

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 Royal Enfield Motors
 Telco
 TVS Motors
 DC Designs
 Swaraj Mazda Limited
 Volkswagen.

Current Existing Dealers in India

NEW DELHI- Volkswagen NEW DELHI

ATR CARS pvt. ltd
Ludhiana - Prestige Motors, Lally Motors India Private Limited

· Ahmedabad - Volkswagen Ahmedabad

Automark Motors Pvt.Ltd

· Bangalore - Elite Motors Pvt.Ltd

· Bangalore - Volkswagen Palace Cross

· Chandigarh - Genuss Motors, Swami Automotives Pvt.Ltd.

· Cochin - Volkswagen Cochin

EVM Motors & Vehicles India Pvt Ltd

· Chennai - Volkswagen Chennai

ABRA Motors Private Limited

· CoiBBAtore - Volkswagen CoiBBAtore

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Ramani Cars Private Limited

· Delhi - DD Autoworld Private Limited

· Delhi - Kashyap Vehicle Works Private Limited

· Delhi West - Volkswagen Delhi West

World class Automobiles Pvt. Ltd.
· Goa - Volkswagen Goa
Caculo Automotive Pvt. Ltd

· Hyderabad - Orion Motors

· Jaipur - Volkswagen Jaipur

Tanya Cars Pvt Ltd

· Kolkata - Volkswagen Kolkata

OSL Exclusive Pvt Ltd

· MuBBAi - Volkswagen Downtown MuBBAi

· Pune - Volkswagen Pune
Vidyut Motors Pvt. Ltd
· Surat - Volkswagen Surat Navjivan Auto Square Pvt. Ltd

INTRODUCTION TO VOLKSWAGEN NEW DELHI ATR CARS PVT LTD

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 Volkswagen Dealers in NEW DELHI - Location, Contact Info of Volkswagen NEW
DELHI Dealer

Volkswagen Car Dealers in NEW DELHI.

Given below is the contact details, email and telephone number of Volkswagen NEW
DELHI dealer. For all your queries relating to Volkswagen NEW DELHI service and
Volkswagen NEW DELHI price, you may contact the Volkswagen NEW DELHI dealer.
Number of Volkswagen Dealers in NEW DELHI : 1
Number of Volkswagen Dealers in Andhra Pradesh : 4
 

Volkswagen Dealers in NEW DELHI

Volkswagen NEW DELHI Address :

Survey No 62/1 & 65/1c,, Mindi Village, Opp Bhpv, Beside Chowhan Exports,
Gajuwaka, NEW DELHI - 530012

Phone : 0891-2511000, 99668-30001

 Email :

Info@Vw-Atrcars.co.in

Mission:
The strategic intent is to be the premier partner in the Indian automotive market,
providing
products and service that exceed the current standards.
Strategy:
A long-term strategy is being the leading benchmark company in the Indian automotive
market by constant investments in our people and facilities.

Quality Policy:

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Prestige Motors are fully committed towards total customer satisfaction. We believe in
continual professional improvement. Hence we keep updating our systems and
facilities to
offer the very best for:
· Total Commitment to customer satisfaction.
· Focus on employee’s involvement and improve retention.
· Work professionally and honestly.

Motors Sales:
· Highly qualified Sales Team is ready to advise customers on any specific want and
need that would require and will assist in making the right choices.

Volkswagen to launch new Jetta variant mid-2011:

German automobile maker Volkswagen will launch new car model in India sometime
in mid-2011 once it completes deliveries on its order book.
• Volkswagen launches Passat's next generation model

• Volkswagen granted non-banking finance licence

• Volkswagen eyeing 20 percent market share by 2018

• Volkswagen given top marks by US highway safety institute

• Volkswagen buys major European car seller from Porsche

• Volkswagen India signs MoU with Rayat Bahra group

• Volkswagen to increase market share to 20 per cent by 2018

• Patel slides off in the wet Volkswagen Scirocco R-Cup

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The product line of Volkswagen :

Polo Eos

Vento Fox

Jetta Caddy

Beetle Golf

Passat Sharan

Passatcc Tiguen

Golf Multivan

GtiScirrico

TouregPhaeton

AUDI:

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 CHAPTER 5

ANALYSIS & INTERPRETATION

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ANALYSIS:

ANALYSIS HAS BEEN DONE BY TWO METHODS

1. GRAPHICAL METHOD
2. PERCENTAGE METHOD

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Location of industries

1. Most of the industry of Volkswagen is concentrated around?

Location Ind. Focal Sunder Nagar

Area point
No. of 140 90 20
respondents
Percentage 56% 36% 8%

Interpretation
From this analysis it came to know that most of the industry of Volkswagen is
concentrated around focal point area (36%) and industrial area (56%) and the then
sunder nagar (8%).

2.Type of manufacturing industry

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In vizag what types of business are playing the major role?

Total no. of respondents-250

Type of Cycle Auto parts Hosiery & Forging Others

Manfg. Parts dyeing
Industry
No. of 80 50 45 30 45
industries
Percentage 32% 20% 18% 12% 18%

Interpretation

From this analysis it came to know that in Vizag the 32% industry is cycle
industry and then followed by Auto parts industry (20%), Hosiery(18%) and rest
by others industries.

3.Percentage of various car companies

Other than the Volkswagen , the domestic car market is owned by?

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Total no. of respondents-250

Preferred Maruti Hyundai Honda Tata Toyota Others

Brand
No. of cars 97 35 38 30 20 30
Percentage 39% 14% 15% 12% 8% 12%

Interpretation

From this analysis it came to know that 39% of the domestic car market is owned
by maruti and then followed by Honda(15%) , Hyundai(14%), Tata(12%),
Toyota(8%) and others(12%).

4.Price wise Distribution of cars

In Volkswagen which Price wise Distribution of cars would you prefer?

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Total no. of respondents-250

Price range 3-7lakhs 7-12lakhs 12-20lakhs 20-30lakhs 30+lakhs

of
Cars
No. of cars 120 95 20 5 7
Percentage 48% 38% 9% 2% 3%

Interpretation

From this analysis it came to know that the cars with range 3-7lakhs holds 48% of
the market while the cars with range 7-12lakhs holds 38% of the market and rest of
the market is holed by other range of cars. Which means most of the market is hold
5.Mode of Purchase

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What Mode of Purchase would you like for purchasing a car?
Total no. of respondents-250

Mode of Purchase Cash Finance

No. of respondents 58 192
Percentage 23% 77%

Interpretation
From this analysis it came to know 77% of customer prefers to purchase cars on
finance due to various reasons. And this ratio also show the purchasing power of the
customer.

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6.Preferred Bank for Finance
Total no. of respondents-250

Which Bank Would you Prefer for Finance?

Preferred Bank ICICI HDFC Nationalized Any other

No. of 77 48 73 52
respondents

Percentage 31% 19% 29% 21%

Interpretation

From this analysis it came to know 31% of people prefer ICICI bank, 29% of
people Nationalized bank, 19% of people prefer HDFC bank and 21% of people
prefer others bank for financing the cars. Hence ICICI is the prior option chosen by
the customers to finance their cars.

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7. In Volkswagen which type of vehicle would you like?

Total No. of respondents-250

Type of vehicle polo Vento passat New beetle

No.of 90 54 81 25
respondents

No.of 36% 21% 32% 10%

percentage

Interpretation:

From this analysis it came to know 36% of people prefer polo car, 21% of
people vento, 32% of people prefer passat and 10% of people
prefer onew beetle cars. Hence polo is the prior option chosen by
the customers.

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8: If Volkswagen is going to reposition its cars in an attempt to compete against others,
then VW must improve its

(a)Quality (b)Outlook (c)Interior (d)Safety (e)All of these.

Total No. of respondents-250

Quality Outlook Interior Safety All

No.of 24 15 55 71 85
respondents
No.of 10 6 22 28 34
percentage

Interpretation:

From this analysis it came to know 10% of people given vw must improve Quality, 6%
of People out look,22% of people interior,28% of safety and 34% of people
People suggested that vw can improve above all .

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9:Does the Volkswagen brand cars are popularized for their look or safety?
(a) Look (b) Safety.
Total No. of respondents-250

look safety
No. of respondents 170 80
percentage 68% 32%

Interpretation:
From this analysis it came to know 68% of people given vw brand cars popularized for
their look and 32% of People like these cars for their safety.

10. Does the hatchback model in this company competes with other company models of

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this class?

(a)Yes (b)No.

Total No. of respondents-250

Yes No
No. of respondents 160 90
percentage 64% 36%

Interpretation:
From this analysis it came to know 64% of people given hatchbach model of
Volkswagen company competes with other company models of in this class and 32%
of People doesn’t agree with the statement.

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 CHAPTER 6

6.1. FINDINGS

6.2. SUGGETIONS

6.3. SUMMERY

6.4.CONCLUSION

6.1. FINDINGS

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1. Volkswagen is one of the oldest and popular automobile company in the
world.Most of the people does not purchase the volkswagen cars.
2. Volkswagen gives importance to safety than looks. That is the reason, all its
models consists more of safety features than of rest comparatively.
3. The price of the car is little bit higher than the ordinary ones as it is an
international brand.
4. Volkswagen is offering up highly advanced technology in its class segment,
which are being offered by companies like BMW and Mercedes Benz.

5. There is a centralized governing structure implemented in Volkswagen, so that

the results would be more effective and efficient.
6. Marketing strategies serve as the fundamental underpinning of marketing plans
designed to fill market needs and reach marketing objectives.
7. . From my viewpoint, VW has lost it’s competitive advantage as a european
automaker and has tried to shift to a mainstream competitor. Perhaps, as you
noted, in order to gain more market share in the US. Their CC was poorly
reviewed and accepted and the $100,000 W12 did not fit in with any strategy
former or latter. Am a current supporter of German engineering. Their shift to
the mainstream may prove to be the source of future competitive disadvantage
by not providing a heterogeneous product at an affordable price.

8. If VW is going to reposition its cars in an attempt to compete against Toyota,

then VW must improve its quality. Their initial quality ratings are favorable for a
European nameplate but they do not rival Honda’s, Hyundai’s, and Toyota’s.

9. The decision to build cars in America represents another questionable decision.

The quality of the last American produced VW was really bad. Has VW learned
anything from its previous foray into American-based production? Can VW
learn to build a quality car that exceeds Honda’s, Hyundai’s and Toyota’s?

SUGGETIONS

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 Volkswagen should increase their service stations.

 Facilities regarding after sales services should be increase.

 People were not aware about VW brand, there should be more brand awareness
in the market.

 The distributor in NEW DELHI is located in Gajuwaka. It would be better if it is

located in other high class area.

 They should increase advertisement activities.

 They should promote more road shows in the respective areas.

 The company should promote about the entire feature offered by it.

 Introduce Percentage on each car sale so that sales executives will be more
focused on customer conversion.

 The servicing costs and the costs of spares should be decreased if not that might
be one of the reason for reduction of sales

SUMMERY

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Volkswagen's Marketing Strategy in India:

The case examines the marketing strategies of Volkswagen Group India, the Indian
subsidiary of German automobile manufacturer, Volkswagen AG (Volkswagen).
Volkswagen entered the Indian passenger car market in 2001 by launching its car brand
- Skoda. In 2007, two of its other brands Audi and Volkswagen, were also launched
inIndia. Volkswagen Group India emphasized on all aspects of marketing mix
including product, price, place and promotion. The company offered three brands
including Audi, Skoda and Volkswagen that together comprised of 15 different models
as of late 2009. Volkswagen Group India mainly catered to the luxury segment of the
Indian car market. The company had established presence in India through separate
distribution channels for each of its brands.In its initial years, Volkswagen Group India
primarily used the print media to promote its products. However, considering the
growth potential ofIndia's automobile market, the company started using electronic,
digital and out of home media along with print media. In November 2009, the company
launched an integrated marketing campaign to strengthen its brand image. The case
describes the marketing campaign and ends with a discussion on the growth prospects
of the company in future.

ISSUES:

» Understand the dynamics of the Indian passenger car market.

» Examine the growth strategies of Volkswagen Group India over the years.

» Analyze the marketing strategies of Volkswagen Group Indi

» Study the future prospects of Volkswagen Group India.

.CONCLUSION

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The above study shows that volkswagen industry is manufacturing industry and most
of the industry resides in focal point and industrial area. In manufacturing industry
cycle industry, auto parts industry and hosiery industry are major industries. And
among car companies maruti holds the major part of the market followed by Hyundai,
Honda, Tata and then other companies. And most number of cars hold by customers
are in the range 3-7lakhs (35%) and then 7-12lakhs
range. Most of the customers (77%) prefer to purchase cars on finance. Most customers
change their cars after 3-4 year interval.
As this result may not be suitable to all the regions of the country because of the culture,
standard of living and volume of the market. The research concludes that Volkswagen
have great opportunity to penetrate in the market.

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 ANNEXTURE

QUESTIONNAIRE FOR THE MARKETING STRATEGIES

Name:

Age :
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Occupation:

1: Most of the industry of Volkswagen is concentrated around

(a)Focal point (b)Industrial area (c) Other place.

2. In vizag what types of business are playing the major role?

a)cycle parts b)Auto parts c)Hosiery&dyeing d)Fording e) Others

3:Other than the Volkswagen , the domestic car market is owned by

(a)Maruti (b) Honda (c) Hyundai (d)Tata (e)Toyota (f) Others.

4:In Volkswagen which Price wise Distribution of cars would you prefer?
(a)3-7lakhs (b)7-12lakhs (c) 12-20lakhs (d)20-30lakhs (f)30+lakhs.

5: What Mode of Purchase would you like for purchasing a car?

(a)Cash (b)Finance (c)Other.

6: Which Bank Would you Prefer for Finance?

(a)ICICI (b)HDFC (c) Nationalized (d)Any other.

7:In Volkswagen which type of vehicle would you like?

(a)Polo (b)Vento (c)Passat (d)New beetle.

8: If Volkswagen is going to reposition its cars in an attempt to compete against others,

then VW must improve its

(a)Quality (b)Outlook (c)Interior (d)Safety (e)All of these.

9: Does the Volkswagen brand cars are popularized for their look or safety?

(a) Look (b) Safety

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10: Does the hatchback model in this company competes with other company models of
this class?

(a)Yes (b)No.

BIBLIOGRAPHY

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BOOKS REFERRED :
 Research methodology – C.R. kothari.
 Marketing management: Philip Kottler
 Marketing management: Ramaswamy & Ramakumari
 Principles and application: D.D. Sharma

WEBSITES:-
http:// www.volkswagen.co.in
http:// www.Info@Vw-Atrcars.co.in
http:// www.automobile.com\

http:// www.google.com

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Magazines
 Autocar

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