Volkswagen 75th Anniversary Project Source:www.Volkswagen.ca Das Auto für das next Generation Presented by: Cierra Buck Stefanie Gajdecki William Heng Jeffrey Kam Andrew Pudlas Michael Van Horne BCIT Marketing Management Program Email: [email protected] Presented to: Darlene Web, Instructor BCIT Business Communications 2200 and Geoffrey Bird, Professor BCIT Marketing Communications 2202 April 21, 2010 1 Volkswagen | IMC Campaign Table of Contents 1.0 Introduction ............................................................................................................................... 1 1.1 Background ............................................................................................................................. 1 2.0 Marketing Objectives ................................................................................................................ 2 3.0 Situation Analysis ..................................................................................................................... 2 3.1 Stakeholders .......................................................................................................................... 2 3.2 SWOT .................................................................................................................................... 2 3.2.1 Strengths ......................................................................................................................... 2 3.2.2 Weaknesses ..................................................................................................................... 2 3.2.3 Opportunities.................................................................................................................. 2 3.2.4 Threats ............................................................................................................................ 3 3.3 Competitive Analysis ............................................................................................................. 3 3.3.1 Industry Trends .............................................................................................................. 3 3.3.2 Industry Ranking ............................................................................................................ 3 4.0 Strategic Decisions ................................................................................................................... 4 4.1 Communication Objectives.................................................................................................... 5 4.2 Positioning Strategy .............................................................................................................. 6 4.3 Target Audience – Golf Family ..............................................................................................7 4.3.1 Demographic Segmentation ........................................................................................... 8 4.3.2 Geographic Segmentation .............................................................................................. 8 4.3.3 Psychographic Segmentation ......................................................................................... 8 4.3.4 Behavioural Segmentation ............................................................................................. 8 5.0 Marketing Mix .......................................................................................................................... 8 5.1 Product ................................................................................................................................... 8 5.2 Price ....................................................................................................................................... 9 5.3 Placement .............................................................................................................................. 9 5.4 Promotion .............................................................................................................................. 9 6.0 Marketing Communication Tool and Selections ..................................................................... 10 6.1 Advertising ............................................................................................................................ 10 Strengths ................................................................................................................................. 10 Limitations ............................................................................................................................. 10 i Volkswagen | IMC Campaign 6.2 Internet Marketing ............................................................................................................... 10 Strengths ................................................................................................................................. 10 Limitations ............................................................................................................................. 11 6.3 Sales Promotion ................................................................................................................... 11 Strengths ................................................................................................................................. 11 Limitations ............................................................................................................................. 11 6.4 Public Relations ................................................................................................................... 11 Strengths ................................................................................................................................. 11 Limitations ............................................................................................................................. 11 6.5 Direct Marketing .................................................................................................................. 11 Strengths ................................................................................................................................. 11 Limitations ............................................................................................................................. 11 6.6 Contest ................................................................................................................................. 12 Strengths ................................................................................................................................. 12 Limitations ............................................................................................................................. 12 7.0 Message Design ........................................................................................................................ 12 8.0 Media/Message Delivery ......................................................................................................... 14 8.1 Schedule of media activities ................................................................................................. 14 8.2 Mass Media .......................................................................................................................... 15 8.3 Direct marketing .................................................................................................................. 15 8.4 Contest ................................................................................................................................. 16 8.5 Publicity................................................................................................................................ 16 9.0 Budget Allocation / Appropriation .......................................................................................... 18 10.0 Evaluation .............................................................................................................................. 19 11.0 Conclusion ............................................................................................................................. 20 References ...................................................................................................................................... 21 Appendix ........................................................................................................................................... ii Volkswagen | IMC Campaign Executive Summary This report presents an Integrated Marketing Campaign to celebrate the 75th Anniversary of Volkswagen that was requested by the Marketing Communications and Business Communications classes at BCIT. Background Information Volkswagen is currently in a unique position to move into a leader position in the under $30,000 category of affordable fuel efficient cars with their TDI series. Consumers are becoming more knowledgeable about diesel technology and are actively seeking alternatives that provide fuel efficiency and driving performance. An opportunity arises during this Anniversary year for Volkswagen to be in the right place at the right time offering the only affordable diesel option in their category. With the creation of the TDI Clean Diesel models, Volkswagen is taking that extra step to compete with hybrid technology and become more environmentally friendly, which has evolved into their unique selling proposition. With the recent worldwide recession, motor vehicle sales have been declining. However, Volkswagen has continued to increase sales along with their market share. Within the past two