International Communication Strategies of Volkswagen
Seminar paper from the year 2014 in the subject Business economics - Business Management, Corporate Governance, grade: 1.3, University of Applied Sciences Essen, language: English, abstract: As the second largest automobile manufacture in the world, Volkswagen Group comprises twelve different brands from seven European countries e.g. Porsche, Audi, Seat, Lamborgini or MAN. Each brand operates as an independent entity on its specific market segment with its specific target audience. This paper analyses Volkswagen's (VW's) communication policy relating to the original brand Volkswagen. VW differentiates itself from other competitors not only by its products but also by its communication policy. While in the 1960s print media were primarily exercised for advertising campaigns caused by a tight budget, today VW uses a wide range of media e.g. magazines, social hubs or television ads. Thereby, VW's copy strategy is based on a Unique Selling Proposition (USP). An exceptional phenomenon of VW's automobiles is historically based: The VW-Beetle has become legend and the VW Golf has shaped a whole generation and both cars are popular all over the world. Thus, there has to be something VW used to separate itself from its competitors a form of secret of success. This paper gives an overview about several communication tools VW has used and shortly introduce its most successful campaigns with the goal to point out VW's uniqueness in terms of advertisement and therefore, to clarify whether VW undertakes measures for customer loyalty or customer acquisition. Section 2 gives a short overview about an advertising concept including advertising objectives as well as, several general communication tools. Section 3 and 4 give a brief presentation of the Volkswagen company and some communication tools VW has used during the last decades since its foundation. Section 5 concludes.
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