Vw Strategy India

Marketing Solutions Volkswagen India baptistry Study Innovative campaign inspires 2,700 simple machine recommendations in 4 weeks Volkswagen (VW) is nonp atomic number 18il of the lands leading automobile manufacturers and the largest car bearr in Europe. As Volkswagen pursues its goal of becoming the number one automaker in the cosmea by 2018, India has become a key component of its strategy. India is currently the humanss second fastest growing car food market, with shipments expected to more than than double by 2018. As a relatively recent entree into the Indian automotive market, VW needed to raise dirt awareness. To address this challenge, Volkswagens marketing team focused one of its key brand pillars, innovation, to make a strong impact throughout the roll-out in India. Innovation was showcased not only in Volkswagens intersection point introductions, but also in its communications and advertising. Challenge Create brand awareness among working overlords lay dow n loyalty and aspiration In uence decision-making Solution Establish EnableVW-branded caller-up Page on LinkedIn LinkedIn members to recommend their favorite VW models Use LinkedIn testimony Ads to augment reach Innovative marketing strategies raise awareness VW India created groundbreaking campaigns much(prenominal) as the worlds rst talking theme, which used sensitive chips to speak to readers about Volkswagen as they turned the pages of their morning modernspaper. The talking discussionpaper ad created a sensation in India, and garnered worldwide attention for winning print advertising to a new level. In one year, brand awareness ore than quadrupled, increasing from 8 percent to a high of 37 percent. Volkswagen next turned to digital media to extend its success and create new opportunities for customers to charge with the brand. Lutz Kothe, Head of Marketing for VW India, says, At Volkswagen, innovation is woven into everything we do. In formulating our digital stra tegy, we looked beyond the obvious for innovative ways to engage our audience. We knew that for legion(predicate) people, their car affects their professional life and their professional identity affects their car choices.This make LinkedIn a natural choice to connect with current and potential car buyers among the growing Indian professional population. 1 Why LinkedIn? 1 resource for career-minded professionals Precise targeting by seniority and geography ensures match with affordability criteria, dealership locations Results 2,700 2,300 product recommendations in 30 days new followers on VW India bon ton Page 960,000 viral updates about VW car models Indian car market growth second fastest globally, The Times of India, Jan 12, 2011 IHS Global Insight self-propelling Industry Analysis, (data status 07/02/11), rounded.passport Ads get people talking Next, Volkswagen launched a series of Recommendation Ads encouraging more customers to join the conversation. Each ad showcase d endorsements of actual LinkedIn members, and invited the community to recommend their favorite Volkswagen model. Volkswagen used LinkedIns openhanded reach (100 million members worldwide, 9 million in India) and precise targeting capabilities to connect with professionals who matched the buyer pro les for their different models.Lutz Kothe said, Volkswagen was the rst company in India to use LinkedIn Recommendation Ads, and the campaign was a success. We went in with a goal of inspiring d recommendations among current and prospective car buyers. In less than 30 days, over 2,700 Volkswagen fans had stepped forward to recommend their favorite cars and share these recommendations with their professional networks. In the selfsame(prenominal) time period, we gained over 2,300 followers who asked to stay abreast of the latest news and developments from Volkswagen.Kothe concludes, In a world where people spend an increasing sum total of time at work, thinking about work, and interact ing with their work colleagues, we believe its important to foster discussion about Volkswagen products in a professional context. Our innovative partnership with LinkedIn lets our customers learn about Volkswagen products and provides insights. LinkedIn Recommendations are Network Aware, allowing members to condition who in their professional network has recommended VW products Engaging working professionals on LinkedInLinkedIn approached Volkswagen India with an chance to be the rst auto major to establish a presence on LinkedIn Company Pages. Company Pages provide a branded home build within the LinkedIn community where businesses can showcase their company, products, and services in a trusted, professional environment. Volkswagen India participated in the worldwide launch of Company Pages in November 2010, and curtly thereafter opened up their pages to allow LinkedIn members to post reviews and recommendations of their car clientele in India including the New Beetle, Vento, and Polo.Mr. Lutz Kothe, Head of Marketing & PR, Volkswagen Passenger Cars says We were pleasantly affect to see how easy it was to create our Company Page on LinkedIn and excoriation engaging with customers among the LinkedIn community. Furthermore, the quality of interaction was very high. Recommendation Ads accelerate results 3000 2500 2000 1500 potassium 500 0 workweek 0 Week 1 Week 2 Week 3 Week 4 Launch of Recommendation Ads LinkedIn member-generated recommendations of VW car models increased dramatically with the launch the recommendation ad campaign. all over 2,700 Volkswagen fans recommended their favorite car models to their professional network in just quartet weeks. Sample Volkswagen recommendation ad featuring the new Beetle Reach the worlds largest audience of business professionals with LinkedIn. LinkedIn Marketing Solutions http//marketing. linkedin. com/contact Copyright 2011 LinkedIn Corporation. LinkedIn, the LinkedIn logo, and InMail are registered tradema rks of LinkedIn Corporation in the United States and/or different countries. All other brands and names are the property of their respective owners. All rights reserved. 10-LCS-032-G 0511