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CHEUVREUX 3rd German Corporate Conference
Ralf Limbach
Executive Director Group Marketing Volkswagen AG
Multi-Brand Strategy andBrand Differentiation at VOLKSWAGEN AG
VOLKSWAGEN AG
Kronberg, 21 January 2004
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Agenda
Future developments
Management of the brand portfolio of VOLKSWAGEN AG
Implementation of brand values as a starting point for the
multi-brand strategy
Introduction
Multi-brand strategies
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Agenda
Future developments
Management of the brand portfolio of VOLKSWAGEN AG
Implementation of brand values as a starting point for the
multi-brand strategy
Introduction
Multi-brand strategies
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Development of automotive sales worldwideLight vehicle sales in millions (incl. light trucks / SUVs / MPVs)
Source: Global Insight / DRI Automotive
0
10
20
30
40
50
60
70
80
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Western Europe
Eastern Europe
NAFTA
Latin America / RoW
Growth2002-2013
(CAGR)
4.9%
3.6%
0.8%
5.6%
1.1%
2.7%
30.8%Asia & Australasia
Africa & Middle East
Introduction
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Agenda
Future developments
Management of the brand portfolio of VOLKSWAGEN AG
Implementation of brand values as a starting point for the
multi-brand strategy
Introduction
Multi-brand strategies
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Agenda
Future developments
Management of the brand portfolio of VOLKSWAGEN AG
Implementation of brand values as a starting point for the
multi-brand strategy
Introduction
Multi-brand strategies
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Brand core / brand claim / brand values
The UltimateSports Car
The Sporting GrandTourer
Volkswagen AG
Seat Audi Volkswagen koda
Lamborghini Bentley
Auto Emocin Vorsprung durchTechnik
Aus Liebe zumAutomobil
koda - Simply Clever
Implementation of brand values
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Distribution policy - showroom conceptsImplementation of brand values
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Agenda
Future developments
Management of the brand portfolio of VOLKSWAGEN AG
Implementation of brand values as a starting point for the
multi-brand strategy
Introduction
Multi-brand strategies
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Brand positioning
rational
emotional
value prestige
Management of the brand portfolio of VOLKSWAGEN AG
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LuxuryLuxury
UpperUpper
Upper
Middle
Upper
Middle
MiddleMiddle
CompactCompact
SmallSmall
MiniMini
HatchHatch NotchNotch StationStation MPVMPV SportCoupSportCoup
Lim.CoupLim.
CoupRoad-ster
Road-ster
Pickup/Del. VanPickup/Del. Van Conv.Conv.SUVSUV
newmodels
*)
*) = long wheelbase version
Timely Roll Out of New Niches and New Models
**
Management of the brand portfolio of VOLKSWAGEN AG
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Coordination and steering of brand portfolios
Brandconstitution
Clear goals for thebrands consistent withthe multi-brand strategy
Action / budget for thebrand management has
to be planned andimplemented
Implementing thebrand portfolio
Establishing the
brand portfolio
Feedback
Brand auditSteering & coordination
Brandvalues
Design Product Personality
Brandpolicy
putting brandvalues intooperation
Management of the brand portfolio of VOLKSWAGEN AG
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Agenda
Future developments
Management of the brand portfolio of VOLKSWAGEN AG
Implementation of brand values as a starting point for the
multi-brand strategy
Introduction
Multi-brand strategies
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Product policy - VolkswagenAus Liebe zum Automobil
Golf V Concept R (Frankfurt 2003)
Future developments
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Product policy - kodakoda - Simply Clever
Fabia RS Roomster Concept (Frankfurt 2003)
Future developments
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Vorsprung durch Technik
Product policy - Audi
A3 Le Mans Concept (Frankfurt 2003)
Future developments
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Product policy- SeatAuto Emocin
Len Cupra R Altea MSV Prototype (Frankfurt 2003)
Future developments
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Product policy - Volkswagen NutzfahrzeugeIndividual Transportation Solutions for Every Customer
Nutzfahrzeuge
T5 Multivan Microbus Concept
Future developments
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Thank you very much for your attention!