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 Dickensian characters - real or nil? An analysis of characters in Our Mutual Friend by Volker Schmid
Cover of the book The European Automobile Industry by Volker Schmid
Cover of the book Praktische Ratschläge für Fluglehrer by Volker Schmid
Cover of the book The Development and Humorous Use of Fairy Tales by the Example of Little Red Riding Hood by Volker Schmid
Cover of the book To what extent has Barcelona become a model of urban transformation for other cities in Europe and even globally and why might this be the case? by Volker Schmid
Cover of the book Effect of plant spacing and harvesting age on growth, biomass and oil yield of rose-scented geranium (Pelargonium graveolens L. Herit) by Volker Schmid
Cover of the book Modeling and simulation of the capacitive accelerometer by Volker Schmid
Cover of the book Black Boy: A character analysis of Richard Wright by Volker Schmid
Cover of the book The immigration of German Jews in America in the first half of the 19th century by Volker Schmid
Cover of the book 'I'll be home by christmas' - An analysis of the first year of the Great War by Volker Schmid
Cover of the book Making Sense of the Holocaust by Means of Backward Narration by Volker Schmid
Cover of the book Dialysis - Principle, Advantages and Disadvantages by Volker Schmid
Cover of the book Examine the representation of the relationship between language and power inSouth African Literature by Volker Schmid
Cover of the book Emily Dickinson's life and poetry by Volker Schmid
Cover of the book Swedens Educational System 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