Brand Element and IMC Tools Respect to Volkswagen

By: Udayan

Brand Elements & IMC of Volkswagen

Brand Name

• Volkswagen

• Volkswagen means "people's car" in German

• Meaningfulness

Logos and Symbols

Slogan

• Das Auto (The Car).

Shape

• Volkswagen Beetle are trademarked element .

• Germen engineering

• “IMC PLAN OF VOLKSWAGEN,

AD CAMPAIGN OF VOLKSWAGEN”

IMC Tools Used By Volkswagen India

• About The Corporate Ad:

• There was a corporate Ad of Volkswagen India in which they have shown their innovation for cars for all class of people. Target Audience: All segment of people who are car users. Message through the Ad:

• You value things that never go out of style (BEETLE)

• You take the responsibility to bring comfort to those you love. (PASSAT)

• You look out for the ones you care about. (VENTO)

• You value saving up. (NEW POLO)

• You want only the best for the ones you love. (JETTA)

•  The Volkswagen Vento is a car created out of pure passion. From the smooth exterior lines to the exquisite interiors, every part of the Vento epitomizes best in class. It’s something you’ve never experienced before.

• Design

• Every Volkswagen is designed to appease the senses through both, form and content. Beginning from the elegantly designed headlights to the chrome accented front grille, every detail is harmonised as per the Volkswagen design philosophy. The interiors of the Vento are your  personal refuge from the cares of this world. The soothing colours and the impeccable finish are all typical of a Volkswagen.

Safety• Safety features are designed and developed to ensure that while

you’re driving the car, you drive it with assured pleasure. With its robust design and superior engineering that has its genesis in an ultra high-strength steel frame, the Vento offers exceptional safety with a tough build that is reassuring, every time you feel the heft of the doors and the thump of its boot closing.

 Performance• While crafting the Vento, our engineers left no stone unturned. Its

engine is designed to deliver exceptional performance, impressive power and smooth handling together with ground-breaking economy. The Vento offers two 1.6L variants available in a choice of diesel and petrol. The Vento is available to customers starting at Rs 6.99 lacs, for the 1.6 litre petrol variant and Rs 7.99 lacs for the diesel variant.

• Vento Ad Campaign:

• The company launched an integrated marketing campaign to strengthen its brand image.

• Print Ad Campaign

• Print Ads & Innovative talking Newspaper Ad

• TVCs

• Public Relation:• They tried to maintain public relation by: Organizing sports events CSR

Activities Volkswagen India celebrated the World Environment Day through a tree plantation ceremony at its manufacturing facility at Chakan, Pune. Volkswagen employees planted 250 trees to encourage green surroundings at the facility.

• Conclusion: The IMC strategies used by Volkswagen were so effective that it created

huge awareness as they did buzz marketing. Thus we can say the IMC tools used properly can be very much helpful for the company and products

• Thank You…