Steering a national multi-brand sales organization in the automotive industry based on the example of VW Group Polska Ralf Jochen Berckhan Volkswagen Group Polska, Prezes Zarządu
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Steering a national multi-brand sales organization
in the automotive industry based on the example of
VW Group Polska
Ralf Jochen Berckhan
Volkswagen Group Polska, Prezes Zarządu
Steering a national multi-brand sales
organization in the automotive industry
(based on example of VW Group Polska)
Poznań, 26.04.2012 UEP
Agenda
0. Multibrand video
1. Volkswagen Group worldwide: Facts & Figures; Focus: Sales
2. Volkswagen Group Brand Portfolio
3. Defining the concpet of a ’National Sales Company’
4. Focus Poland – merger concept
4.1. KPI Polska & SAP merger concept
4.2. Creating Volkswagen Group Polska
Agenda
5. Brand positioning
5.1. Volkswagen
5.2. Skoda
5.3. Audi
6. Challenges of a multi-brand sales organization
6.1. Product
6.2. Price
6.3. Place (dealers)
7. Summary
Volkswagen Group worldwide
Facts and Figures
Focus: Sales
Volkswagen Group (worldwide)
Facts and Figures (approx.)
1987 2011
Turnover 29 bn € 159 bn €
No. Of Brands (3) (11)
No. Of Employees 260 458 501 956
No. Of Production Sites 10 64
Sales (AaK) 2 778 613 8 361 294
Sales by Brands 2011
Sales by Countries 2011
2. Volkswagen Group Brand Portfolio
3. Defining the concept of a ’National Sales Company’
4. Focus Poland - merger concept
4.1. KPI Polska & SAP - the merger concept
4.2. Creating Volkswagen Group Polska
Brand positioning
6. Challenges of a multi-brand sales organization
6.1. Product (examples)
1. Entry: VW Up! Seat Mii Skoda Citigo
2. Volume: VW Golf Audi A3 Seat Leon
3. SUV: VW Tiguan Audi Q3 Skoda Yeti
4. Limousine : VW Passat Audi A4 Skoda Octavia
5. Lim premium: Audi A8 Porsche Panamera VW Phaeton
6. Sports Cars: Audi R8 Lamborghini Gallardo Porsche 911
6.2. Price – Positioning in the Group
Passat Alltrack target competitors
Old Skoda design
Piazza concept
samples
Hangar
New Skoda
Corporate Design
concept
Modular Concept
Single Storey
Terminal
Multi Storey
Terminal
… … …
6.3. Place (dealers)
Poznań Motor Show 2012
59.000 Visitors, +20,000 than 2011.
Inc. Vice President of the City.
160 accredited Journalists.
30.000 m2 of Exhibition Area.
600 displayed Cars.
11 National Premiers.
Official Motor Show opening on Volkswagen Group
Polska Hall & Stage.
During the ceremony VW, Audi, Porsche, Skoda &
Nfz presented Polish premiers with press
conference for journalists. Benchmark was Geneva
Group Evening.
430 Guest in the event.
7. Summary
Steering a national multi-brand sales organization
in the automotive industry based on the example of
VW Group Polska
Ralf Jochen Berckhan
Volkswagen Group Polska, Prezes Zarządu
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