Escolar Documentos
Profissional Documentos
Cultura Documentos
Section C Group-6
Ashish Kalya Krit Doshi Pradeep Kumar Mishra Preethi S Sumanth J Tushar Gupta
To create Brand Awareness and to enter into new segments in the coming years. [2] Mass Marketing, even low conversion to sales would mean recovering the cost of the campaign To generate a Buzz which would extend beyond the conventional print media space as this is expected to create lot of online and offline conversations
Message: To convey that Volkswagen was an innovator whether it is their car or their promotions Vento, the best of German Engineering was in town Volkswagen as a big power house which was capable of spending huge amounts of money on R&D The passion which was put into the design and development of the car
Media: English Dailies, The Times of India (Mumbai, Chennai, Bangalore and Pune Edition) and the Hindu ( Chennai Edition ), were used to carry out the print promotion. The last page of the supplement contained the small black box (2.5 inches x 1.5 inches)[1] which played the recorded audio clipping of the message. A lot of buzz was created in the online communities as most of the online media channels contained the innovative strategy used by Volkswagen. This was created without any spending. Money: Each of the device cost around Rs 5 and was manufactured in the Volkswagen China facility.[2][4] The other costs incurred by the company were the Ad cost for the full page ad on ToI and other ancillary costs. The total cost per paper was Rs 40. [4] The Company incurred a total of around Rs 6 Crores and targeted to reach the 25 Lakh subscribers in the five cities. Measurement: There was a 200% increase in dealer enquiries. Most importantly, in one day, with one incredible execution they hit 12% of Ventos annual sales target. There was a 100% spike in Google searches for VW Vento. [5] There was a 10-fold jump in the sales of Volkswagen cars in 2010 ( 32627 compared to 3039 in 2009). [7] During the 12-month period, the company sold 27,946 units of the Polo and the Vento [7]
References [1] OneIndia, 21 September 2010, http://news.oneindia.in/2010/09/21/newspaper-speak-to-readers-on-volkswagen-vento.html [2] Economic Times, 22 September 2010, http://articles.economictimes.indiatimes.com/2010-09-22/news/27575760_1_printadvertisement-marketing-advertising-campaign [3] Campaign India, 23 September 2010, http://www.campaignindia.in/Article/233091,a-talking-newspaper-ad-launches-volkswagenvento.aspx [4] Money Control, 21 September 2010, http://www.moneycontrol.com/news/cnbc-tv18-comments/volkswagen-spends-rs-6crtalkingnewspaper-sources_486017.html [5] The Newspaper Works, July 2011 http://www.thenewspaperworks.com.au/news/india-vw-talking-newspaper [6] Business Standard, 21 September 2010, http://www.business-standard.com/india/news/ddb-india-helps-launch-volkswagen-ventoyetanother-path-breaking-initiative/408721/ [7] Economic Times, 3 Jan 2011, http://articles.economictimes.indiatimes.com/2011-01-03/news/28426032_1_volkswagen-salesvolkswagen-group-sales-india-carmaker-volkswagen