Integrated Marketing Communication Campaign polo
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The document discusses Volkswagen's Polo car. It notes that Volkswagen has over 344,900 employees and is headquartered in Wolfsberg, Germany. It then discusses Volkswagen's target market segmentation for the Polo, identifying young urban married males seeking power and status as the key demographic. The marketing strategy for the Polo focused on empowerment through television, radio, print and digital advertisements, as well as partnering with a movie.
Integrated Marketing Communication Campaign polo
- 2. Peoples Car Employees over a 344,900 employees Headquarter located in Wolfsberg , Germany Part of Volkswagen Group including
- 6. Strategy Empower the target marketFocus Power (As aspirational need)
- 8. 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 HIGH HIGH MED SEGMENT ATTRACTIVENESS LOW MED ` LOW HIGH
- 9. TARGET MARKET Young Urban Married Male One who seeks Power
- 12. Created TV commercials with a touch Only 3 advertisements For the Campaign Of Humour
- 18. Promoted the Polo Partnering With A Movie