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Volkswagen India

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Andrea Esguerra

on 26 January 2016

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Transcript of Volkswagen India

Volkswagen Background
Case Overview
Volkswagen India
Group 1 Case Presentation
Das Auto, Digitally
Andrea Esguerra
Cristiana Lungu
Kristen Santero
CyVan Yamamoto
MKT 747 Spring 2016

Largest automaker in Europe
Established 1937 in Wolfsburg, Germany
Volkswagen in German means "People's car"
Core markets are Germany and China
VW group comprised of
Volkswagen
Audi
Bentley
Bugatti
Lamborghini
Porsche
SEAT
Skoda
VOLKSWAGEN OBJECTIVES
Become the most popular online brand in India
Become the largest automaker globally by 2018
VOLKSWAGEN IN INDIA
Launched in India in 2007 with Skoda, Volkswagen, and Audi
In 2011:
5,000 fans on Facebook
350 followers on Twitter
Made digital marketing a significant aspect of its marketing and shifted strategy from gaining fans to engaging fans
Tradition of highly creative advertising globally
"Innovation" identified as common thread across all digital mediums
CHALLENGES
Build brand awareness in India
Break the clutter and engage community
Generate positive word-of-mouth
DIGITAL MARKETING
Display Advertising
Advertised on
Reputed, influential and high traffic news and information portals
Yahoo!, MSN, Sify, MoneyControl
Car portals and review sites
Carwaale, TeamBHP, Overdrive
Initially displayed advertising on mass portals but has shifted to targeted display
Rich media, audiovisual ads
Search Engine Optimization
Improved the position of the website in a search engine's results page
Included both organic and paid search advertising
Bid aggressively on brand keywords; bid conservatively on category words
Did not bid on keywords of competition
Website Enhancements
Created aesthetically and functionally appealing websites
Customer friendly tools
Model locator, dealer locator, interactive apps
Lead capture forms
Mobile WAP site
Das Welt Auto

Planet Volkswagen
First of its kind
Immersive, larger-than-
life brand destination
Represented all VW
activities with each section
designed around a specific
theme
Social Media
Facebook, Twitter, LinkedIn, YouTube

#ANYTHINGFORJETTA
Organized Twitter contest - what would people do to acquire a Jetta?

Jetta TSI YouTube Test Drive
Took test drives from roads to viewers' desktops, tablets, and mobiles
Engaged users and allowed for questions about the car like in a real world test-drive
Case Questions
WAS THE PLANET VOLKSWAGEN CAMPAIGN SUCCESSFUL?


Purpose
: Create Awareness (Stimulus)
Think Blue
Text Drive
VW Junior
Measurement
Based on impressions (successful)
Delivered impressions > Bought impressions
Visitors: 1,000,000+ in 3 months
Based on CTR (unsuccessful)
CTR 0.5% < average of 3.0%
Cost per page visit $1.34
CRITIQUE THE '#ANYTHINGFORJETTA' CAMPAIGN.
Purpose
: Increased unaided brand awareness by 60% (Engagement)
Earned media
Increase engagement and have potential leads interact with the campaign through Twitter, create videos, etc.
Measurement
272,200 tweets/days
1,442 test drive requests
$108.36 spent to earn one test drive

Case Questions
CRITIQUE THE 'JETTA TSI YOUTUBE TEST DRIVE'.
WAS THE VW SOCIAL MEDIA CAMPAIGN SUCCESSFUL?
Case Question
SUGGEST A DIGITAL MARKETING STRATEGY FOR VW IN THE FUTURE.
QUESTIONS?

THANK YOU!
Business Performance
#ANYTHINGFORJETTA Business Performance (2011)
Budget = INR 2.5M
Goals
Increase unaided brand awareness by 60%
Create conversation
Increase desirability
Results
Twitter users increased by 15%
Generated 1,442 test drive requests
Jetta YouTube Campaign Business Performance (2012)
Budget = INR 15M
Length = 3 weeks (July 2012)
Goal = Increase Leads
Results
21M unique users (vs 10M planned)
Approximately 900K total video views
0.74% CTR
700% channel subscriber increase
#ANYTHINGFORJETTA
Jetta YouTube Campaign
*Average Cost of VW Jetta from 2011-2012 = $20,682.50 (or INR 1,261,632.50)
Social Media
Goal:
Engage consumers by gaining more fans/followers on social media
Roles of Social Media
1. Brand Building
- Cultivate awareness through mentions/buzz
2. Online Reputation Management
- Managing public relations
3. Customer Relations Management
- Easy customer communication
2014
1.5M Facebook fans
Largest automotive brand on Twitter and LinkedIn
7th largest automotive brand on Facebook
Target Demographics
Internet Users
3 million Internet users in India
65% used the Internet as the 1st place to research for auto-related purchases
42.8 million were 15+ years of age and accessed the Internet from their homes and work
56% of these users were aged 25-44 (likely target segment for Volkswagen)
Reach (for Target Demo)
Social Networks: 85%
Business/Finance Sites: 49%
News & Information Sites: 58%
Missing KPIs
Considerations for Future Campaigns
General Do's
In order to better determine a future marketing strategy, it is important to determine important results from the past campaigns, such as the following for each partner/site:


Bounce Rates
Time on Page
Conversion Rates
Results for Each Banner Size


Full reporting is recommended to better evaluate if a future relationship with a partner is valid and optimize from here.
The following will provide a benchmark as to what digital marketing strategies/tactics Volkswagen can utilize:
Digital Marketing Strategies
Display
Search
Social
Video
Potential Tactics
Prospecting
Retargeting
Cross-Device Targeting
Geofencing
Potential Partners:
Search: Google/Yahoo/Bing
Video: YouTube/Pandora
Display: DSPs/Data Xu
Social: Facebook
Budget
Available Assets
Campaign Goal
KPIs
On-going long term digital marketing campaign
Heavy-up during launches and set aside sustaining budget after launch campaigns
Negotiate lower CPMs or CPCs


Traditional media
Make sure digital media and traditional media work "together" and are integrative


Never stop testing
A/B Testing
Jetta TSI YouTube Test Drive
Virtual test drive - 3 week campaign
Customer benefits
Engage in the test drive from the comfort of their home
Experience 0 to 100 km where they would not be able to in real life
Availability: Not all dealers have the model on site
Customers can ask questions without being embarrassed
Success?
Successful Results:
Reach of 21M users vs. the expected 10M
Over 888,733 video views
517 unique questions
700% increase in channel subscribers
CTR: 0.74%
1.3M clicks
Additional 13,846 Facebook fans
Out of 888,733 total views, only 465 test drives were requested
0.05% success

Out of 888,733 total views, only 110 cars were sold
0.01% success
ANALYSIS FRAMEWORK
Full transcript