Description
project on volkswagen polo
PRODUCT MIX
POLO
INTRODUCTION
•If you find your Maruti Swift tossing and turning in her bed tonight, be sure that a Volkswagen Polo has passed by your house today morning. Yes, there is a strong and tough Maruti competitor in the market. • After Skoda Fabia and Hyundai i-series models, the Volkswagen Polo is definitely a car that will make a big difference in consumer buying patterns. Cool looks, defined features and above all – “the brand Volkswagen” with “the GERMAN ENGINEERING.”
PRODUCT
•Volkswagen Polo is one of the best looking hatchbacks in the Indian car market today
•Polo has understated looks with a very contemporary new design with a slightly wide and balanced stance.
• Volkswagen Polo has spacious interiors and comes with good interior build quality. •Volkswagen Polo has includes features such as tilt and telescopic adjustable power steering, power windows, CD and MP3 stereo music system with 4 speakers, front armrests and has plenty of storage areas within and a large boot space of 280 liters. •The pricing combined with the German build quality makes it good value for the money that you are paying for this hatchback.
ADVANTAGES OF POLO
• Great looks
• Great build quality
• Excellent ride and handling
• Good fuel economy (diesel)
• Amazing power steering
• good suspension.
• Polo also offers remote keyless central locking that includes remote window up/down on the highline, which is unique in the segment.
FEATURES
Exterior Features:
* Body coloured bumpers * Chrome strip in front grill * Galvanized body with 6 years anti-corrosion warranty * Green tinted heat absorbing glass * Halogen headlights * 14” steel wheels with full wheel covers
FEATURES
Interior Features: * Gear shift knob and interior door handles in chrome * Storage compartment in front doors * Sunglass storage inside glove box * Single folding rear seat backrest * 3 Grab handles above doors, folding, with coat hooks
Safety Features:
* Front disc brakes * Height adjustable headrests front and 2 headrests rear * Electronic anti-theft immobilizer * Interior rear view mirror, manual day/night * High mounted third brake light
Comfort Features: * Central locking with boot opener in company logo * Digital clock, fuel gauge, warning lights for high coolant temperature and low oil pressure * Front intermittent wipers * Fuel lid with push style opening and central locking * Instrument cluster with tachometer, speedometer, odometer, trip odometer * Outside rear view mirror driver & passenger side, manually adjustable from inside, convex Power steering * Power windows front * Radio preparation includes roof antenna and partial pre wiring * Steering wheel tilt & telescopic adjustable * 14” steel spare wheel
•As a relatively recent entry into the Indian automotive market, VW needed to raise brand awareness.
•To address this challenge, Volkswagen’s marketing team focused one of its key brand pillars, innovation, to make a strong impact throughout the roll-out in India. •Innovation was showcased not only in Volkswagen’s product introductions.
AREAS TO IMPROVE
•Lacks performance (1.2 P) •Cramped interior •Not as feature loaded as rivals •Cost of ownership needs to improve. •Improve fuel efficiency and look into customer satisfaction
WHY PEOPLE OPT FOR POLO
Aesthetic appeal
Highly engineered performance
Safety Price Premium Feel Brand Image of VW
Great fuel efficiency of 20 km per liter ( Highway) for the diesel variants
Positive Word of Mouth. Three Variants ( Trend / Comfort / Highline)
CAR FACTORS Ex-showroom Price Displacement Power
Volkswage Maruti Swift n
Polo
Hyundai i20
Rs. 4,75,576 1197 cc 84PS @ 6000rpm
Honda Jazz
Skoda Fabia
Rs. 4,67,253 1198 cc 75PS @ 5400rpm 110Nm @3750rpm 168 mm 280 17.24 kmpl
Rs.4,47,89 3 1197 cc 87PS @ 6000rpm 114Nm @ 4000rpm 170 mm 232 18.6 kmpl
Rs. 6,12,449 Rs.4,96,44 0 1198 cc 90PS @ 6200rpm 1198 cc 75 PS @ 5400 rpm 110Nm@37 50rpm 158 mm 315 16.25 kmpl
Torque Ground Clearance Boot Space Mileage Overall
114Nm@4000 110@4800 rpm 165 mm 295 18.5 kmpl 160 mm 366 16.7 kmpl
CAR FACTORS
Volkswage Honda n Civic
Jetta
Rs. 13,60,000 Rs.12,59,6 00 1799 cc 132 PS @ 6300 rpm 172Nm @ 4300rpm 170 mm 405 14.8 kmpl 1398 cc 122PS @ 5000 rpm 200Nm @1500 rpm 152 mm 520 14.9kmpl
Toyota Corolla Altis
Rs. 11,00,148 1794 cc 140PS @ 6400rpm 173Nm @ 4000rpm 176 mm 475 14.53 kmpl
Chevrol Hyundai et Cruze Elantra
Exshowroom Price
Displaceme nt Power
Rs. Rs.12,85,24 12,51,000 3 1998 cc 166 Ps @ 3800 rpm 380 Nm @ 2000 rpm 165 mm 450 17.3 kmpl 1797 cc 149.5 PS @ 6500rpm 104 Nm @ 4700rpm 185 mm 420 16.3 kmpl
Torque
Ground Clearance Boot Space Mileage Overall
CAR FACTORS Exshowroom Price
Volkswage Honda n Passat Accord
Toyota Camry
Skoda Superb
Volvo S60 D3 Kinetic
Rs. 25,57,000 1984 cc 163bhp @ 3500rpm
Rs.25,28,205
Rs. 21,90,700
Rs. 23,80,000 2494 cc 181PS @ 6000rpm 233Nm @ 4100rpm 160 mm 515 12.98 kmpl
Rs. 21,46,330 1798 cc 160PS @ 6200rpm 250Nm @ 4500 rpm 158 mm 565 13.67 kmpl
Displacemen 1968 cc t Power 170PS @ 4200rpm 350Nm @ 1750rpm 150 mm 485 18.33 kmpl
2354 cc 180PS @ 6500rpm 222Nm @ 4300rpm 155 mm 450 11.7 kmpl
Torque
Ground Clearance Boot Space Mileage Overall
400Nm @ 2750 rpm
130 mm 380
17.24 kmpl
VARIANTS OF POLO
Variants City IPL II 1.2 Petrol Highline (Petrol) Petrol Comfortline 1.2L (Petrol) Petrol Highline 1.2L (Petrol) Petrol Highline 1.6L (Petrol) Petrol Trendline 1.2L (Petrol) Diesel Comfortline 1.2L (Diesel) Diesel Highline (Diesel) Diesel Highline 1.2L (Diesel) Diesel Trendline 1.2L (Diesel) IPL II 1.2 Diesel Highline (Diesel)
Transmission Highway Manual Manual Manual Manual Manual Manual Manual Manual Manual Manual
Engine Description 1198cc3 Cylinder 12 Valve 1198cc3 Cylinder 12 Valve 1198cc3 Cylinder 12 Valve 1598cc4 Cylinder 16 Valve 1198cc3 Cylinder 12 Valve 1199cc3 Cylinder 12 Valve 1199cc3 Cylinder 12 Valve 1199cc3 Cylinder 12 Valve 1199cc3 Cylinder 12 Valve 1199cc3 Cylinder 12 Valve
Mileage Power AC 14.12 14.12 14.12 12.13 14.12 19.03 19.03 19.03 19.03 19.03 17.24 73.9bhp @ 5400rpm 17.24 73.9bhp @ 5400rpm 17.24 73.9bhp @ 5400rpm 15.26 103.5bhp @ 5250rpm 17.24 73.9bhp @ 5400rpm 22.07 73.9bhp @ 4200rpm 22.07 73.9bhp @ 4200rpm 22.07 73.9bhp @ 4200rpm 22.07 73.9bhp @ 4200rpm 22.07 73.9bhp @ 4200rpm
VOLKSWAGEN PRICING
VOLKSWAGEN EXPANSION
Volkswagen pursues its goal of becoming the number one automaker in the world by 2018 Famously known for its Beetle – one of the best selling cars of all time at over 21 million units. In a bid to move beyond the Beetle : Audi, Bentley, Bugatti, Lamborghini, SEAT, Skoda and VW. Entered Indian market in 2001 with launch of Skoda. Audi and Volkswagen brands launched in 2007. Two group companies – Volkswagen India & VGSIPL. The VW Group also owns 49.9% of Porsche and set to take 100% ownership in the near future.
VOLKSWAGEN INDIA
PRICING STRATEGY
?
Price
Targeted mainly for the luxury segment in the Indian market. Plan to capture bigger market through the VW Polo and Vento.
ISSUES WHILE ENTERING INDIAN MARKET
ISSUES Caters mainly to luxury segment. Higher price range – except Skoda Fabia. Lack of brand awareness among Indian consumers. Lack of aggressive marketing in earlier phases.
VENTO
VENTO
In the 4 door mid-luxury segment - Market leader Honda City. Vento
? ?
Introduced in 2010 Beaten the Honda City as the number 1 selling car in that segment
The Vento’s success ? Honda lagging ? VW bringing the right product to the market, namely a diesel engine. ? With petrol prices only going up VW was right to tap into the Indian psyche of affordability.
HONDA CITY VS VENTO
WHERE THE DIFFERENCE IN PRICE LIES…
SMARTLY PRICED….
?
Volkswagen India has smartly priced this car. Manual petrol version 2 variants, either base or top which has a huge price gap of around one lakhs INR. Base model (Trendline) lacks many features and at this price there are many other options available in the market which offer more features and are more refined and powerful in comparison to it. Petrol version of Vento is capable to beat City in any department. Diesel Version It’s the diesel version which sets the stage on fire. At this price what you get is : highly refined powerful fuel efficient car German engineering at its best. This car is completely value for money and it looks smart enough to turn heads
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?
?
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? ?
POLO
? ? ? ? ?
?
Volkswagen - Indian market in 2010. Polo, a premium hatchback Looks, comfort and performance. Built quality as well. It mainly competes with the Maruti Swift, Hyundai i10, Fiat Punto etc. Polo has been a winner for Volkswagen and is reportedly the most demanded Volkswagen model in the Indian market.
PRICE
?
There are 6 variants.
3 premium segments Trendline, Comfortline and Highline. 4.3-6.5 lakhs -petrol models 5.5-7.4 lakhs -diesel models.
?
?
?
?
The German build and brand name has definitely given Polo an advantage in its segment together with the features it offers.
POLO VS SWIFT
WHERE THE PRICE DIFFERENCE COMES…
PRICING
? ? ?
The base model of Polo starts under five lakh rupees
Quite competitively placed but it offers fewer features than its rivals.
Surely a head turner, its capable enough to grab attention in public. This is the only USP of this car. Relatively high price of its 1.6 version and diesel versions – it’s not a value for money car.
?
?
?
It is not as powerful as other hatchbacks in its class.
At this price what you get is a car from German makers which is strongly built and looks sophisticated. There is another issue; there is huge gap in prices of these three variants from each other. It gives advantage to other cars to fit into these gaps. Looking at its quality, fresh look and superior German engineering, this car should be able to get a good number of buyers, especially youth.
?
?
?
Thank You
Aditya K ? Gautam D ? Sneh ? Saya ? Deepesh ? Kandarp ? Tushar
?
doc_577280559.ppt
project on volkswagen polo
PRODUCT MIX
POLO
INTRODUCTION
•If you find your Maruti Swift tossing and turning in her bed tonight, be sure that a Volkswagen Polo has passed by your house today morning. Yes, there is a strong and tough Maruti competitor in the market. • After Skoda Fabia and Hyundai i-series models, the Volkswagen Polo is definitely a car that will make a big difference in consumer buying patterns. Cool looks, defined features and above all – “the brand Volkswagen” with “the GERMAN ENGINEERING.”
PRODUCT
•Volkswagen Polo is one of the best looking hatchbacks in the Indian car market today
•Polo has understated looks with a very contemporary new design with a slightly wide and balanced stance.
• Volkswagen Polo has spacious interiors and comes with good interior build quality. •Volkswagen Polo has includes features such as tilt and telescopic adjustable power steering, power windows, CD and MP3 stereo music system with 4 speakers, front armrests and has plenty of storage areas within and a large boot space of 280 liters. •The pricing combined with the German build quality makes it good value for the money that you are paying for this hatchback.
ADVANTAGES OF POLO
• Great looks
• Great build quality
• Excellent ride and handling
• Good fuel economy (diesel)
• Amazing power steering
• good suspension.
• Polo also offers remote keyless central locking that includes remote window up/down on the highline, which is unique in the segment.
FEATURES
Exterior Features:
* Body coloured bumpers * Chrome strip in front grill * Galvanized body with 6 years anti-corrosion warranty * Green tinted heat absorbing glass * Halogen headlights * 14” steel wheels with full wheel covers
FEATURES
Interior Features: * Gear shift knob and interior door handles in chrome * Storage compartment in front doors * Sunglass storage inside glove box * Single folding rear seat backrest * 3 Grab handles above doors, folding, with coat hooks
Safety Features:
* Front disc brakes * Height adjustable headrests front and 2 headrests rear * Electronic anti-theft immobilizer * Interior rear view mirror, manual day/night * High mounted third brake light
Comfort Features: * Central locking with boot opener in company logo * Digital clock, fuel gauge, warning lights for high coolant temperature and low oil pressure * Front intermittent wipers * Fuel lid with push style opening and central locking * Instrument cluster with tachometer, speedometer, odometer, trip odometer * Outside rear view mirror driver & passenger side, manually adjustable from inside, convex Power steering * Power windows front * Radio preparation includes roof antenna and partial pre wiring * Steering wheel tilt & telescopic adjustable * 14” steel spare wheel
•As a relatively recent entry into the Indian automotive market, VW needed to raise brand awareness.
•To address this challenge, Volkswagen’s marketing team focused one of its key brand pillars, innovation, to make a strong impact throughout the roll-out in India. •Innovation was showcased not only in Volkswagen’s product introductions.
AREAS TO IMPROVE
•Lacks performance (1.2 P) •Cramped interior •Not as feature loaded as rivals •Cost of ownership needs to improve. •Improve fuel efficiency and look into customer satisfaction
WHY PEOPLE OPT FOR POLO
Aesthetic appeal
Highly engineered performance
Safety Price Premium Feel Brand Image of VW
Great fuel efficiency of 20 km per liter ( Highway) for the diesel variants
Positive Word of Mouth. Three Variants ( Trend / Comfort / Highline)
CAR FACTORS Ex-showroom Price Displacement Power
Volkswage Maruti Swift n
Polo
Hyundai i20
Rs. 4,75,576 1197 cc 84PS @ 6000rpm
Honda Jazz
Skoda Fabia
Rs. 4,67,253 1198 cc 75PS @ 5400rpm 110Nm @3750rpm 168 mm 280 17.24 kmpl
Rs.4,47,89 3 1197 cc 87PS @ 6000rpm 114Nm @ 4000rpm 170 mm 232 18.6 kmpl
Rs. 6,12,449 Rs.4,96,44 0 1198 cc 90PS @ 6200rpm 1198 cc 75 PS @ 5400 rpm 110Nm@37 50rpm 158 mm 315 16.25 kmpl
Torque Ground Clearance Boot Space Mileage Overall
114Nm@4000 110@4800 rpm 165 mm 295 18.5 kmpl 160 mm 366 16.7 kmpl
CAR FACTORS
Volkswage Honda n Civic
Jetta
Rs. 13,60,000 Rs.12,59,6 00 1799 cc 132 PS @ 6300 rpm 172Nm @ 4300rpm 170 mm 405 14.8 kmpl 1398 cc 122PS @ 5000 rpm 200Nm @1500 rpm 152 mm 520 14.9kmpl
Toyota Corolla Altis
Rs. 11,00,148 1794 cc 140PS @ 6400rpm 173Nm @ 4000rpm 176 mm 475 14.53 kmpl
Chevrol Hyundai et Cruze Elantra
Exshowroom Price
Displaceme nt Power
Rs. Rs.12,85,24 12,51,000 3 1998 cc 166 Ps @ 3800 rpm 380 Nm @ 2000 rpm 165 mm 450 17.3 kmpl 1797 cc 149.5 PS @ 6500rpm 104 Nm @ 4700rpm 185 mm 420 16.3 kmpl
Torque
Ground Clearance Boot Space Mileage Overall
CAR FACTORS Exshowroom Price
Volkswage Honda n Passat Accord
Toyota Camry
Skoda Superb
Volvo S60 D3 Kinetic
Rs. 25,57,000 1984 cc 163bhp @ 3500rpm
Rs.25,28,205
Rs. 21,90,700
Rs. 23,80,000 2494 cc 181PS @ 6000rpm 233Nm @ 4100rpm 160 mm 515 12.98 kmpl
Rs. 21,46,330 1798 cc 160PS @ 6200rpm 250Nm @ 4500 rpm 158 mm 565 13.67 kmpl
Displacemen 1968 cc t Power 170PS @ 4200rpm 350Nm @ 1750rpm 150 mm 485 18.33 kmpl
2354 cc 180PS @ 6500rpm 222Nm @ 4300rpm 155 mm 450 11.7 kmpl
Torque
Ground Clearance Boot Space Mileage Overall
400Nm @ 2750 rpm
130 mm 380
17.24 kmpl
VARIANTS OF POLO
Variants City IPL II 1.2 Petrol Highline (Petrol) Petrol Comfortline 1.2L (Petrol) Petrol Highline 1.2L (Petrol) Petrol Highline 1.6L (Petrol) Petrol Trendline 1.2L (Petrol) Diesel Comfortline 1.2L (Diesel) Diesel Highline (Diesel) Diesel Highline 1.2L (Diesel) Diesel Trendline 1.2L (Diesel) IPL II 1.2 Diesel Highline (Diesel)
Transmission Highway Manual Manual Manual Manual Manual Manual Manual Manual Manual Manual
Engine Description 1198cc3 Cylinder 12 Valve 1198cc3 Cylinder 12 Valve 1198cc3 Cylinder 12 Valve 1598cc4 Cylinder 16 Valve 1198cc3 Cylinder 12 Valve 1199cc3 Cylinder 12 Valve 1199cc3 Cylinder 12 Valve 1199cc3 Cylinder 12 Valve 1199cc3 Cylinder 12 Valve 1199cc3 Cylinder 12 Valve
Mileage Power AC 14.12 14.12 14.12 12.13 14.12 19.03 19.03 19.03 19.03 19.03 17.24 73.9bhp @ 5400rpm 17.24 73.9bhp @ 5400rpm 17.24 73.9bhp @ 5400rpm 15.26 103.5bhp @ 5250rpm 17.24 73.9bhp @ 5400rpm 22.07 73.9bhp @ 4200rpm 22.07 73.9bhp @ 4200rpm 22.07 73.9bhp @ 4200rpm 22.07 73.9bhp @ 4200rpm 22.07 73.9bhp @ 4200rpm
VOLKSWAGEN PRICING
VOLKSWAGEN EXPANSION
Volkswagen pursues its goal of becoming the number one automaker in the world by 2018 Famously known for its Beetle – one of the best selling cars of all time at over 21 million units. In a bid to move beyond the Beetle : Audi, Bentley, Bugatti, Lamborghini, SEAT, Skoda and VW. Entered Indian market in 2001 with launch of Skoda. Audi and Volkswagen brands launched in 2007. Two group companies – Volkswagen India & VGSIPL. The VW Group also owns 49.9% of Porsche and set to take 100% ownership in the near future.
VOLKSWAGEN INDIA
PRICING STRATEGY
?
Price
Targeted mainly for the luxury segment in the Indian market. Plan to capture bigger market through the VW Polo and Vento.
ISSUES WHILE ENTERING INDIAN MARKET
ISSUES Caters mainly to luxury segment. Higher price range – except Skoda Fabia. Lack of brand awareness among Indian consumers. Lack of aggressive marketing in earlier phases.
VENTO
VENTO
In the 4 door mid-luxury segment - Market leader Honda City. Vento
? ?
Introduced in 2010 Beaten the Honda City as the number 1 selling car in that segment
The Vento’s success ? Honda lagging ? VW bringing the right product to the market, namely a diesel engine. ? With petrol prices only going up VW was right to tap into the Indian psyche of affordability.
HONDA CITY VS VENTO
WHERE THE DIFFERENCE IN PRICE LIES…
SMARTLY PRICED….
?
Volkswagen India has smartly priced this car. Manual petrol version 2 variants, either base or top which has a huge price gap of around one lakhs INR. Base model (Trendline) lacks many features and at this price there are many other options available in the market which offer more features and are more refined and powerful in comparison to it. Petrol version of Vento is capable to beat City in any department. Diesel Version It’s the diesel version which sets the stage on fire. At this price what you get is : highly refined powerful fuel efficient car German engineering at its best. This car is completely value for money and it looks smart enough to turn heads
?
? ?
?
?
? ?
? ?
POLO
? ? ? ? ?
?
Volkswagen - Indian market in 2010. Polo, a premium hatchback Looks, comfort and performance. Built quality as well. It mainly competes with the Maruti Swift, Hyundai i10, Fiat Punto etc. Polo has been a winner for Volkswagen and is reportedly the most demanded Volkswagen model in the Indian market.
PRICE
?
There are 6 variants.
3 premium segments Trendline, Comfortline and Highline. 4.3-6.5 lakhs -petrol models 5.5-7.4 lakhs -diesel models.
?
?
?
?
The German build and brand name has definitely given Polo an advantage in its segment together with the features it offers.
POLO VS SWIFT
WHERE THE PRICE DIFFERENCE COMES…
PRICING
? ? ?
The base model of Polo starts under five lakh rupees
Quite competitively placed but it offers fewer features than its rivals.
Surely a head turner, its capable enough to grab attention in public. This is the only USP of this car. Relatively high price of its 1.6 version and diesel versions – it’s not a value for money car.
?
?
?
It is not as powerful as other hatchbacks in its class.
At this price what you get is a car from German makers which is strongly built and looks sophisticated. There is another issue; there is huge gap in prices of these three variants from each other. It gives advantage to other cars to fit into these gaps. Looking at its quality, fresh look and superior German engineering, this car should be able to get a good number of buyers, especially youth.
?
?
?
Thank You
Aditya K ? Gautam D ? Sneh ? Saya ? Deepesh ? Kandarp ? Tushar
?
doc_577280559.ppt