Critical Evaluation Of Brand Strategy Of VGI

Critical Evaluation Of Brand Strategy Of VGI Abstract This report is a depiction of the brand strategy adopted by an automobile company Volkswagen. This primarily covers the brand management by the company including the critical evaluation of the brand strategy adopted with context to its brand value, brand image and brand positioning. The report provides the reader to have critical analysis of the brand management and at the end of the report a conclusion is drawn on the basis of analysis in the body of the report. In main part of the report there is VIP analysis followed Boston matrix and product life cycle for the detailed explanation of topic. Various brand strategies adopted by the company are also touched in this part of the report. The conclusion is followed by some suitable recommendation of the brand strategy management of the company. Introduction Branding The concept of branding in market is related to the production of brand and in the views of Hankinson Cowking (1993) that branding is tagline that used to differentiate product from other competitors in market. Branding is defined as identity of a specific product, service or business. A brand can take many forms, including a name, sign, symbol or slogan. The world brand began simply as a way to tell one persons cattle from another by means of a hot iron stamp. The word brand began has continued to evolve to encompass identity- in effect the personality of o product, company or service. In the views of Johnson and Scholes (2002, pp. 140) branding is an important feature for saturated market and for the slow growing markets. The brand provides recognition and allows adding value, image and position to the company. An effective brand strategy is very useful for the survival and future growth of company. Branding is used to promote the products of the company in an easier and effective way. It builds up identity and for communicating the story of brand as in India the concept of storytelling is popular tool for advertising. Importance of Branding The branding is the face of the product that company offers to its customers hence every company has to toss their branding strategy effectively. Since this is beneficial in making the impression of product or services in the mind of customers. An effective and impressive brand name always attracts the customers and keeps the position and image of the company in their minds. This even gains to make the customers think and moved towards the use of another product of same company to which they are not familiar. A good quality brand image in business matters a lot; the brand of the company is always seen as in differential part of the company which shows its value and quality. With an effective and strong brand the image of the company goes rise. Strong brand of business facilitate other brands to link with each other different products of the company. The brand name of company used for the different products of the company for effective selling in market. (Source Hankinson Cowking, 1997 pp- 156) Company Introduction VOLKSWAGEN DAS AUTOS The automobile company is well known for its services and higher satisfaction among their customers. Volkswagen group of India is subsidiary of worldwide famous Volkswagen AG. It switches to brand of Volkswagen in addition to two other existed brands of Skoda and Audi in Indian market. These brands possess its own character manoeuvres in an autonomous manner. The establishment of this subsidiary was in year 2007. In Indian autos market the brand image is featured by the size of vehicle, technologies of driving and different features like ABS, EPS and air bags and galvanized bodies of automobiles. Multi branding v/s Corporate Branding There are two main concepts taken corporate branding and multi branding that are explained as followed by the company: Multi Branding: Concept of multi branding in the company mainly based on the objective to become most innovative manufactured volume complies with best quality product specifically considering medium to long term classless. With theme and slogan Vorsprungdurch Technik of Audi brand in considered as solid brand in automotive premium segment. In addition brand of Skoda is a combination of intelligent concepts in using space and technical innovation also covering the design and good money value (Kapfere, 2009, pp 276). Corporate Branding: Volkswagen carries three main brands by having messages of responsible innovation and providing Enduring Value. The car under the corporate brand there is passenger cars convey reliability and quality and engineering of German skills at the global level. This facilitate in becoming the first choice in millions of the customers when buying a car. Critical Evaluation of Brand Strategy of VGI In the views of Porter (1993), for successful administration of a company there must be an identified strategy that itself serve as a position and must be able to handle competition through brand strategy of the company and is primarily differentiate into three parts as. Cost leadership strategy, differentiation strategy and focus strategy. Brand strategy of Volkswagen is well maintained. As India is important market for the strategic marketing especially in automotive industry. There are good opportunities for future growth as a result of outstanding conditions of demands. But the noticeable condition is that there is very high competition full with challenges of conditions of market, different lifestyle, and behaviour of consumers. Branding is key success factor for Volkswagen in order to gain good market position and competitive advantages therefore it become very successful in the Indian Automobiles of market. As branding plays a vital part for the Volkswagen and make it differentiate from other competitors in market. Kotler has viewed his comment on the leadership that a cost leadership is not possible, differentiate is their competitive strategy (Kotler, 2008, p.468). Also Varey considered brand as unique and for selling the proposition in the emerging markets. Branding Value of Volkswagen The brand value is an important aspect of a brand. This can be illustrate as the customers are usually willing to spent or pay more for that product that is related to any known brand, they preferred brand that the product. The brand value is hence defined as that extra money made by a company or can be made from the selling of its products in solely way only due to the name of its brand. For example For Volkswagen group India there is late entry of the Volkswagen group of India in the market as compared to other competitor rivals. Due to this company has lack to gain the first mover advantage in market and hence less gain in the brand value. For further development the company in order to strengthen its brand value it follow the strategy by making corporate statement innovation for everyone. While marketing any product, importantly in India, the most crucial factor is quality and price of product as India is at a halt a poor country. Brand Image for Volkswagen Brand image is specified as those qualities which are related to the association to customers with the particular brand. It is expressed as the human behaviour and their wants and desires, but not enough it also associates with the situational use, price and quality of the brand. Here example can be taken as the Mercedes Benz which possesses a string brand image due to its product quality and features and their price, this came to make an image of brand in the minds of customers about that particular product. The brand image is not an inherent character for a company brand though this can be achieved through the advertising and campaigns. Brand image is identity of the product in market and is a symbol of the company that make its impression and image in the minds of customers. The Volkswagen with its new brand name Das Auto along with its vision, the company is going to create new image by surrounding proximity and convenience via affordable innovations. The Volkswagens brands of Skoda and Audi managed in such a way that curved their position in stiff ad competitive automobile market and creating their baton of brand image in consciously sensitive markets like India. Brand Positioning In the view of Armstrong (2002), brand positioning zeroes in on customers and gives them a reason to buy a product in preference to others; it differentiates a product from other products based on attributes. Walter (1997) also states that position of brand is perception among target customers. The Volkswagen group of India as came back into market after the period of ten years it has going to position its brand again in the minds of their customers and in market. The company has positioned its brand bracketed to set of above middle classed customers whose income is above average and have the thrill to show off as and where compared to brand Audi which is expensive and very showing type is designed for those types of consumers that are sporty and want to show off more with expensive expenditure. On contrary the Volkswagen brand is suitable for the average persons and also full the desire to show off. The company has managed them with a separate position in market. According to a stat ement given by the director of VW passengers cars Mr. Neeraj Garg that the company will take some time for making its position and there is a slow process to gain position into the minds of customers of India. Segmentation In India most driving factor is recognised affordability, due to this the market of domestic cars is segmented on to accordance with their prices. There is price based competition in Indian market therefore the car is segmented as below: Multi Segmentation Geographical segmentation Demographical segmentation Social Class Marketing Strategy Marketing Strategy adopted by Volkswagen brand after its launch in India in 2007 in relation to marketing Mix Marketing Mix Marketing mix of Volkswagen Brand Source: Kotler, P Armstrong, G (2004) For brand strategy of Volkswagen there is involvement of first P according to marketing mix is Product as described in model. The product in this model is defined as that combination of services and goods sell to the customers by the company or organisation in target market (Armstrong Kotler, 2005). From analysis it is found that product is also a part of Brand name. Design and quality are the main product features that possess variety in them. Here an example can be quoted for a brand of Volkswagen Touareg that has been sold in India comprises of a package of seating, engine, breaks and engine etc. (Volkswagen India, 2009). Hence for product strategy the company is equipped with variety and design in their products including warrant for them which in turn results in good response from the customers and make them satisfied and bring loyalty in them. The second P in this model if marketing mix is price. Price is of a product or service is defined as that amount which is paid by customer to the organisation or company for buying their products or services offered to them (Armstrong Kotler, 2005). While discussing the price strategy it has been found that there are 61 dealership offers high prices for the products to sell in India as compared to their rivals like Honda city and Ford, but there is variation that the company charge interest rate by 4.5 5.0 % instead of other rivals make with 8% or more as a loans given by banks or building societies of other rival car makers. This facility is attributed by the Volkswagen financial Services that aided to support the sales of the company to their customers. There is next P for the marketing mix is Place that is also very crucial in Brand management. The place usually referred to that place where there is availability of products of company to their customers. As in concerned to Volkswagen the company involved in using dealers and distributors for the purpose of the sales of their products. There are two modes for the dealers to get authorised either through franchised or direct ownership of company. For the company their network related to their dealers is very important and is maintained in a proper way because the product of the company are introduced through them to the customers, hence it is very important. In the views of Kotler 2005 the company usually share their losses and profits both with their dealers for purpose to maintain the quality of cost leadership. At present the Volkswagen has fine relationship with their dealers in India and also involve in the dealing of their products with Skoda with 61 leaders (Top News, 2010). The last and fourth one P is Promotion. The promotion has variance in their objectives that has to be achieved in market. The promotion is usually handled with the tool of advertisement. The promotions for customers are added through the advertisement that results in the excitement among them. The aim of promotion is to pull in target consumers. These promotions are based on the scheme of non profit but in turn results in the profit for the company (Bradley, 1993). For example the Volkswagen Company in year 2009 has launched a promotion named Pre Monsoon campaign published by Motor beam, 2009. This promotion is for the purpose to establish the brand of company India. In India the company offered a variety of range of services to their customers and fro this company is getting profit from the promotions of the company brand. Pricing strategy Pricing strategy of Volkswagen: In the vies of Lowe and Doole (et al 2006), for any company at the initial stage of launch in market introduced with two adopted strategies for pricing, one is marketing skimming price strategy and other one is market penetration pricing. The company Volkswagen has choose the strategy of market penetration pricing. In this strategy previously the prices were set high so that there can be coverage of initial investment this is so because the company had invested a lot of money in the business to set up the unit in Pune, Maharastra. Ansoff Growth Matrix Model for Strategy Source: Kotler, P Armstrong, G (2004) For further analysis there is discussion in accordance with the given model of Ansoff Growth Matrix for Volkswagen. This model usually depicts the different areas of market development of the product of the company. This development is in relation with company and that aspect that are very important for the diversification of market. The thing is that this company has been diversified as it enters into new market. Market development According to Reiziger (et al, 2003) when a company took entrance into a new market and launch themselves by introducing existing products this is came to know as the development of market, and the main aim of the company is to lure the customers from the their existing competitors in that exiting market i.e. new market. The company Volkswagen has got the entry into Indian market in 2007 by launching their product Jetta, then after two years in 2009 the company has launched two new cars in market with their existing brand using the brand value in market these cars are ionic beetle and the Touarge sedans (Volkswagen India, 2010). Diversification Again in the views of Reizger (2003) this is the entrance of any new company with having the launch of their new product under its own brand is termed to be diversification. This strategy is commonly recognised as most risky one as there is introduction of two new entities one is market and other one is product. For the Volkswagen diversification is not so risky, as it has already successfully launched a variety of cars in the market with its own brand and in accordance with its brand image and with every brand it has inched higher and created sense of the demand in the market on every launch of new products. Most currently the company has as innovation there are four new car that has gone to be launched in 2012 and these new coming products are SUVW, Couple, Up and Blue Sport (Volkswagen, 2010). Conclusion Recommendation: As from above discussion it is concluded that Volkswagen has got an effective branding strategy but there are some factors that has to be taken into consideration for the company to make its brand VIP. In India this company is represented by three brands i.e. Audi, Skoda and Volkswagen and posses their own identity and features and an independent manner in market. The brand of Volkswagen along with Audi and Skoda provide good level of consistency and excellence in the market within the existing value, image and position of its brand in target market of automobiles. It has also been concluded that the company adopted brand leveraging strategy. The product launched by the company are good from all aspects and given for strengthen the brand image and identity in market. Having discussion over the marketing mix all the aspects of the marketing mix by the Volkswagen are handled in an effective way, company cover all areas of price, promotion, place and product well but there is some need to pay emphasis over the promotion and price aspect of the brand strategy to get the good response in market. It is also concluded that there is lack of loyalty factor in Indian market of Auto brands as compared to the other markets. The company Volkswagen is new in the market and hence there is low brand awareness of the company in market. There must be raise of awareness among all the required fields of market. There must bring up some improvements and creation of the brands. As in Indian market which is basically driven by the price and prerequisites, company Volkswagen carry on its brand with the quality factor only. This is criticised here because this strategy will create hindrance in the brand development and prosperity of the company. The factor of Cannibalization can be seen as it can pay an important role for the Volkswagen approach for the branding i.e. multi branding approach and hence resulting in the brand that are new take the business away from that which are already established in market. There are some suggestions that the company can adopt for the effective brand management are to drive the response of the customers as they are the key link for the success of the company and there must be online and offline programmes of marketing. The company has to be involved in the Build Brand Engagement process to learn how the consumer wants to link up with the brand of product. They must continue to attempt at increasing the customer loyalty.

Hannibal Essay -- essays research papers

Hannibal, a Carthaginian general and one of the greatest generals that ever lived was renown for his strategies and courageousness, such as crossing the Alps and using the "bottleneck strategy" at Lake Trasemene. He used strategies that a lot of generals at this time, especially Roman generals, would never think of and in doing this he almost destroyed the Roman republic. Hannibal's first battle took place when he was only nine. He went on an expedition with his father, Hamilcar Barca, to conquer Spain. From the beginning Carthage’s push into Spain, Hannibal vowed eternal hatred for Rome; Hannibal became Commander in Chief of Carthage’s army when he was 26 after his father was assassinated. His conquest of the Roman town of Sagunto in Spain led to a new declaration of war by Rome; which started the second Punic War and Hannibal’s promise to visit Roman injustice back on Rome a hundred fold. For Carthage to take the town of Sagunto was completely within the rights of the Carthage and the treaty but Rome at the time was getting too big and becoming very imperialistic. All Rome could see was that they had to have all of the Mediterranean and the only thing that stood in their way was a single General and his men. The way in which the Romans were unconsciously straying from "mos maiorum" to manipulate the course of events wa s disturbing. Though these actions were not entirely the "evil" work of Rome. Hannibal from his earliest memories could recall nothing but hatred for Rome. Hannibal’s Father had instilled a horrifically self-destructive desire within Hannibal to see the fall of Rome. This desire manifested itself during The Second Punic War, which was the ultimate fight for supremacy in the Ancient World. The victor would have control over the entire Mediterranean Sea and all of the trade routes bringing land, pride, wealth, and dominance over the victors enemies. Hannibal took a 1,000 mile trek from New Carthage, Spain, through the Alps, Northern Italy, and finally to Carthage. Hannibal won most of his battles with Rome, but never got the reinforcement he needed to over take Rome. The men that he had with him at the time were renowned for their loyalty to Hannibal and unconventional fighting tactics. Their "Gorilla" type war fair or wars of "delaying" almost saw t... ... death and destruction for the Romans that Adolf Hitler would to our Civilization. Hannibal’s name became synonymous with the stereotype that Rome had of the Carthaginian perfidy. And it was this that Rome never wanted to see again; so to be a good Roman, one had to be taught what it was to be a "Hannibal" and how not to be a "Hannibal." In the end Rome was taught many valuable lessons and to the victor go the spoils; so it is a measure of the fear Hannibal’s name instilled, that long after he was dead and gone, parents would scold naughty children with the warning that if they weren't good, Hannibal would come to get them in the night. Italy itself suffered cruelly in the war. Hannibal spent fourteen years there, mostly in southern Italy. As the years went by, the steep hillsides began to lose their topsoil. By war's end, southern Italy was permanently impoverished. In fact, in our own century, in the 1960s, the Italian government began to attempt to recover and reclaim the land from Hannibal, an effort that still goes on intermittently. Hannibal's legacy outlived Rome itself, Cato the Elder would be turning over in his grave if he knew this.

Luscios Imagery Essay

Analysis by Usama Ehsan The poem â€Å"An Apple-Gathering† by Christina Rossetti because is powerful and moving. This poem is about the narrator, who, after plucking blossoms from the apple tree, is surprised to find no apples there. The first quartet shows the narrator, probably because they looked pretty, â€Å"plucked pink blossoms from my apple and wore them all evening in my hair. † She appeared disappointed and perplexed that there were â€Å"no apples there† in the â€Å"due season. † Like many of Rossetti’s poems, a theme of betrayed love or unfulfilment of love is seen in this poem. She watches all her female friends walk by with full baskets, with neighbours â€Å"mocking her† because of her empty basket. The full baskets are teasing her â€Å"like a jeer. † This is an example of pathetic fallacy. However, other friends are helped by â€Å"a stronger hand than hers†, like Gertrude. The narrator believes that the love of a man is more important to her than just about anything, including song and the rosiest apples. The lines â€Å"A voice talked with her thro’ the shadows cool, more sweet to me than song† and â€Å"I counted rosiest apples on the earth more sweet to me than song† demonstrate these ideas. At the poem’s conclusion, she loitered, and, symbolising her tears, â€Å"the dews fell†. Her tears fell, as the â€Å"latest† person said when they passed her, â€Å"the night grew chill† and she was alone. This poem has an ABAB rhyming scheme, Alliteration is also used in several lines of the poem. In â€Å"plucked pink blossoms from my apple tree,† the short and sharp ‘p’ sound gives the impression of actually plucking the blossom from the tree. â€Å"Sweet voiced they sang beneath the sunset sky† is an example of sibilance. The soft ‘s’ showing a soft, happy line – also, the people in that line (Lilian and Lilias) are together, which is the narrator’s view of happiness. Overall, â€Å"An Apple-Gathering† by Christina Rossetti is a poem dealing with a young woman’s past rejection in love – at the beginning of the poem, she picks the apple blossoms instead of leaving them on the tree to bloom. Therefore, instead of leaving them to become apples and for her former lover Willie to help her carry them, she is left to walk home empty-handed and embarrassed. Goblin Market Rossetti is making an incredibly strong statment here. She was a devout Anglican, and in this poem, she portrays Lizzie as a Christ figure, and Laura as Eve, whom it was thought to be the reason for sin in the world (though the bible blames it on Adam as well. ) She is taking a very radical stance with the homoerotic nature of this poem, and says that females have strong appetites but must learn to not give into temptation. The homoerotic bonds between the sisters are also a strong statement for Victorian times, as men are thought to have had to do everything for women. Rossetti demonstrates her stance against this â€Å"chivalry† by barely mentioning male roles in the poem. n Christina Rossetti’s long narrative poem, â€Å"Goblin Market,† two sisters are tempted by evil goblin merchants who haunt the woods and allure maidens with sumptuous fruits, the traditional symbol of temptation in the Bible. Christina Rossetti clearly intended the fruit of the goblin merchants to symbolize the forbidden fruit in the biblical story when Laura asks Lizzie if she has tasted â€Å"for my sake the fruit forbidden. Christina Rossetti’s use of meaningful religious symbolism contrasts with Dante Gabriel’s tendency to take up traditionally religious symbols but leave them vague and empty of meaning. â€Å"Goblin Market,† one of Christina’s most sexual poems, contains numerous analogies to sexual appetites, but it is unclear whether she was aware of these sexual innuendos. As her desire for sensuous fulfillment becomes more intense, Laura takes on the characteristics of a beast, recalling the fate of many lustful figures in Dante’s Inferno: (Laura) Then sat up in a passionate yearning, And gnashed her teeth for balked desire, and wept As if her heart would break. The character of Laura closely parallels the figure of the She-Wolf which represents excessive desire: â€Å"her nature is so squalid, so malicious / that she can never sate her greedy will; / When she has fed, she’s hungrier than ever† (Inferno, I, 97-99). When humans are dominated by their emotions and sensations, they are reduced to the animal level and lose their capacity for freedom. Such errant desire unchecked by reason or the will of God resulted in the fall of man (Paradiso, XXIV, 103). Whereas Laura succumbs to the Gobin’s seduction, her sister Lizzie remains firmly resistant. Fearing for her sister who has started to physically waste away, Lizzie heroically braves the temptations of the goblins and exposes herself to their abuse in order save her sister’s life: Though the goblins cuffed and caught her, Coaxed and fought her, Bullied and besought her, Scratched her, pinched her black as ink, Kicked and knocked her, Mauled and mocked her, Lizzie uttered not a word; Would not open lip from lip Lest they should cram a mouthful in. In this scene, the goblins violently taunt and torment Lizzie, but she never wavers in her resistance. Rossetti paints a picture of female resistance that is passive and silent unlike â€Å"Song† in which the woman actually â€Å"talks back. † Lizzie can be viewed as a self-sacrificing martyr figure who suffers in order to save her sister’s life. Although the poem ends on a feminist note, calling for female bonds and sisterhood, Lizzie cannot be simply characterized as a strong female heroine, because she passively endures the goblin brothers’ transgressions of her body. Visual imagery and depictions of women in Christina Rossetti’s â€Å"Goblin Market† Exploding with luscious imagery, Christina Rossetti’s â€Å"Goblin Market† basically contains both passages that convey narrative details — but nonetheless include visual information — and passages that vividly create the mood of a scene almost entirely by means of rich visual descriptions. The latter passages represent distinct pauses in the progression of the poem, allowing the reader to rest in a moment and absorb the details that the author describes. These portions provide appealing imagery presented in language that heightens its effect. Thus, as descriptions of objects tempt the mind’s eye, similarly alluring language draws the reader in, increasing the momentum of the poem even as the narrative action has halted. After succumbing to the goblin brothers’ fruit, Laura describes the pleasures of the forbidden delicacies to her sister Lizzie, who has resisted the temptation. â€Å"Have done with sorrow; I’ll bring you plums to-morrow Fresh on their mother twigs, Cherries worth getting; You cannot think what figs My teeth have met in, What melons, icy-cold Piled on a dish of gold Too huge for me to hold,

Interviewing A Job Can Be A Stressful Event - 891 Words

Interviewing for a job can be a very stressful event for some, however, there are tons of information out there that if categorized into do’s and don’ts, can help create a favorable and memorable impact. Some categories that have been explained in detail include: punctuality, appearance, body language, introductions and potential questions. Being punctual shows your potential employer that you are not only dependable but can organize your time wisely. To accomplish this, you should map out the most convenient route to the interview location the day before. The day of the interview, you should allow yourself enough time to reflect or mentally prepare for the upcoming event after the drive to the location site. You should also arrive at the office lobby at least 10 minutes early (Johnston, 2015). Being late to or canceling an interview can hinder your professional success so avoid it at all costs. Should you find yourself being arriving late or needing to cancel your interview, acknowledge your mistake, express regret and don’t dwell on it (Cavazos, 2014). Your body language can say quite a bit about you than any words during an interview. To make sure that your body language leaves a lasting impression, do smile at everyone. Smiling is the most impacting body language you can use (Johnston, 2015). You should also attempt to maintain eye contact with your interviewer. Should there be more than one interviewer, strive to hold eye contact as evenly as possible with each. ThisShow MoreRelatedA Career in Broadcasting901 Words   |  4 Pagesplay-by-play broadcaster for professional sports. To properly explore a sport broadcasting career, the educational requirements, the working conditions and the salary and benefits are vital factors to consider Before applying for a broadcasting job, educational requirements must be met. 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