IMC VW Polo – “Power When You Need
It”
“People’s Car”
 Employees over a 344,900 employees
 Headquarter located in Wolfsberg , Germany
Part of Volkswagen Group ...
Volkswagen polo comes in Hatchback car segment.
Problem faced by Volkswagen Polo
a) Perception of consumer i.e. high bud...
With great power
Comes great responsibility
Volkswagen
Polo
The new campaign, ‘Power when you
need it’, conceptualised by DDB Mudra,
highlights the USP of the car – t...
Volkswagen
Polo
The brand promotes its
new engine through
the catchphrase
'Power, when you need
it!
Volkswagen
Polo
A three-filmcampaign
Powerful + Sporty
Strategy
Empower the target
marketFocus
Power
(As aspirational need)
SEGMENTATION
Targeting
Positoning
CAR
PROFESSIONALS
MASS
MARKET
BUSINESS
COOL
BUSINESS
PRACTICAL
SENIOR YOUNG
FAMILIES
AGE 30-40 30-45 50+ 25-35
SEX M(F) M(...
TARGET MARKET
Young
Urban
Married
Male
One who seeks Power
PERCEPTUAL MAP
High
Price
Low
Price
Sporty
Conservative
Power
When
You
Need it
TVCDigital
PR RadioFilm
Created TV commercials
with a touch
Only 3 advertisements
For the Campaign
Of Humour
P
R
I
N
T M
E
D
I
A
Promoted the Polo
Partnering
With A
Movie
 Test drive increased sales up to 7% (15,000 units) and market share upto 10%
 80 Million movie viewers believe in the p...
Thank You
Ashutosh Vyas
Polo VW
Polo VW
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Polo VW

IMC POLO 3 advertisement campaign done by polo
Published on: Mar 4, 2016
Published in: Education      
Source: www.slideshare.net


Transcripts - Polo VW

  • 1. IMC VW Polo – “Power When You Need It”
  • 2. “People’s Car”  Employees over a 344,900 employees  Headquarter located in Wolfsberg , Germany Part of Volkswagen Group including
  • 3. Volkswagen polo comes in Hatchback car segment. Problem faced by Volkswagen Polo a) Perception of consumer i.e. high budget cars in 2013-14. b) Continuous emerging innovations in automobile industry. c) Intense competition in the hatchback segment. Market Share was 4%. Less awareness of POLO in market. Sales (in units) was Approx. 13,827 including 6,052 imported. Market situation of Volkswagen POLO
  • 4. With great power Comes great responsibility
  • 5. Volkswagen Polo The new campaign, ‘Power when you need it’, conceptualised by DDB Mudra, highlights the USP of the car – the 1.5L TDI engine
  • 6. Volkswagen Polo The brand promotes its new engine through the catchphrase 'Power, when you need it!
  • 7. Volkswagen Polo A three-filmcampaign
  • 8. Powerful + Sporty
  • 9. Strategy Empower the target marketFocus Power (As aspirational need)
  • 10. SEGMENTATION Targeting Positoning
  • 11. CAR PROFESSIONALS MASS MARKET BUSINESS COOL BUSINESS PRACTICAL SENIOR YOUNG FAMILIES AGE 30-40 30-45 50+ 25-35 SEX M(F) M(F) M(F) M(F) INCOME MED-HIGH HIGH LOW MED-HIGH CAR USAGE HIGH HIGH LOW HIGH PRODUCT CATEGORY EXPERIENCE HIGH HIGH LOW MED PRICE SENSITIVITY LOW MED-HIGH HIGH MED SEGMENT ATTRACTIVENESS LOW MED ` LOW HIGH
  • 12. TARGET MARKET Young Urban Married Male One who seeks Power
  • 13. PERCEPTUAL MAP High Price Low Price Sporty Conservative
  • 14. Power When You Need it TVCDigital PR RadioFilm
  • 15. Created TV commercials with a touch Only 3 advertisements For the Campaign Of Humour
  • 16. P R I N T M E D I A
  • 17. Promoted the Polo Partnering With A Movie
  • 18.  Test drive increased sales up to 7% (15,000 units) and market share upto 10%  80 Million movie viewers believe in the power of POLO.  1.1 Million found salvation through the videos.  You tube delivered CTR up to 15.15%.  Up search by 5,824 page likes.  AM delivered 1,539 inquires.
  • 19. Thank You Ashutosh Vyas