polo India Campaign

2. “People’s Car”
 Employees over a 344,900 employees
 Headquarter located in Wolfsberg , Germany
Part of Volkswagen Group including

4. Volkswagen
Polo

6. Strategy
Empower the target
marketFocus
Power
(As aspirational need)

7. SEGMENTATION
Targeting
Positoning

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

10. PERCEPTUAL MAP
High
Price
Low
Price
Sporty
Conservative

11. Power
When
You
Need it
TVCDigital
PR RadioFilm

12. Created TV commercials
with a touch
Only 3 advertisements
For the Campaign
Of Humour

16. P
R
I
N
T M
E
D
I
A

18. Promoted the Polo
Partnering
With A
Movie