Branding, Positioning and Segmentation at Volkswagen

Business & Finance, Marketing & Sales
Cover of the book Branding, Positioning and Segmentation at Volkswagen by Volker Schmid, GRIN Publishing
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Volker Schmid ISBN: 9783638372961
Publisher: GRIN Publishing Publication: May 1, 2005
Imprint: GRIN Publishing Language: English
Author: Volker Schmid
ISBN: 9783638372961
Publisher: GRIN Publishing
Publication: May 1, 2005
Imprint: GRIN Publishing
Language: English

Seminar paper from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A, University of Teesside (Teesside Business School), course: Strategic Marketing, 30 entries in the bibliography, language: English, abstract: This paper analysis the case study 'VW Phaeton' by Röhm and Murphy (2005) about the launch of a luxury car by Volkswagen. Since the introduction of the VW Phaeton in May 2002, Volkswagen has been under pressure as the company did not reach their sales forecast, experiencing dramatic financial losses (Weernink, 2002). It comments on the strategy of VW in terms of branding and positioning. It also considers segmentation, niche and mass marketing as essential issues for VW. Various aspects of these issues are discussed as well as their relationship to customer loyalty, and how they contribute to a business success. Finally, it is summarised why the future of the VW Phaeton is considered to be a bleak. It could be shown that positioning is an outgrowth of segmentation, and therefore, presents an integral part of VW's strategy. The paper shows that VW introduced the VW Phaeton to move up-market, and to polish the VW brand. However, the company did underestimate their own brand, which is associated with a people's car. At the same time, Volkswagen missed to serve highly potential segments in the middle-class segment. In order to position the VW Phaeton in the upper-class, a comprehensive marketing campaign was launched, which could not add the missing emotional and prestige value to the VW brand. In the final section, it is argued why the future of the VW Phaeton is a bleak - mainly because of a strategic failure regarding the branding strategy.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Seminar paper from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A, University of Teesside (Teesside Business School), course: Strategic Marketing, 30 entries in the bibliography, language: English, abstract: This paper analysis the case study 'VW Phaeton' by Röhm and Murphy (2005) about the launch of a luxury car by Volkswagen. Since the introduction of the VW Phaeton in May 2002, Volkswagen has been under pressure as the company did not reach their sales forecast, experiencing dramatic financial losses (Weernink, 2002). It comments on the strategy of VW in terms of branding and positioning. It also considers segmentation, niche and mass marketing as essential issues for VW. Various aspects of these issues are discussed as well as their relationship to customer loyalty, and how they contribute to a business success. Finally, it is summarised why the future of the VW Phaeton is considered to be a bleak. It could be shown that positioning is an outgrowth of segmentation, and therefore, presents an integral part of VW's strategy. The paper shows that VW introduced the VW Phaeton to move up-market, and to polish the VW brand. However, the company did underestimate their own brand, which is associated with a people's car. At the same time, Volkswagen missed to serve highly potential segments in the middle-class segment. In order to position the VW Phaeton in the upper-class, a comprehensive marketing campaign was launched, which could not add the missing emotional and prestige value to the VW brand. In the final section, it is argued why the future of the VW Phaeton is a bleak - mainly because of a strategic failure regarding the branding strategy.

More books from GRIN Publishing

Cover of the book War Coverage in the American Media by Volker Schmid
Cover of the book Dichtung e arte by Volker Schmid
Cover of the book Gender Ambiguity in Shakespeare's Macbeth by Volker Schmid
Cover of the book Cross-Cultural Management. The case of the DaimlerChrysler Merger by Volker Schmid
Cover of the book Death Penalty in the USA by Volker Schmid
Cover of the book Gruppenarbeit im Politikunterricht by Volker Schmid
Cover of the book Customer Loyalty Program: Tourist Destination and Bonus Card System by Volker Schmid
Cover of the book Budgeting process, is it really necessary? by Volker Schmid
Cover of the book The Massacre of Tlatelolco - The role of the United States in the incidents of 1968 by Volker Schmid
Cover of the book A structural clash of perspectives. Irreconcilable contradictions in Tom Stoppard's drama 'Rosencrantz and Guildenstern are Dead' by Volker Schmid
Cover of the book The Transformation of South Africa's University System by Volker Schmid
Cover of the book Nationalism in Quebec by Volker Schmid
Cover of the book The Influence of John Locke's Political Philosophy on the Formation of a Revolutionary Spirit in America by Volker Schmid
Cover of the book Current tendencies in colloquial London speech by Volker Schmid
Cover of the book States are essential elements in the constitution of our freedom. Discuss. by Volker Schmid
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy