Pitch Exclusive: Speaker Lutz Kothe on what drives Volkswagen’s success
If we think about Volkswagen, the general impressions that come to our mind are: extravagant marketing budget or the biggest advertiser in the automobile sector. However, we may in for a little surprise – Volkswagen is not even among the top 10 automobile spenders in India.
Lutz Kothe, Head of Marketing and PR, Volkswagen Passenger Cars, Volkswagen Group Sales India shares his secret formula of dominating once and then going selective on media. According to him, “The market is totally overestimating what we are spending. The trick behind the Volkswagen success story is – Hit once hard and big to create awareness and then go very selective.”
He further shared that for every new launch or campaign, Volkswagen had followed the same strategy of creating a buzz with one huge campaign in print and then targeting the core audience through digital media and selective TV channels. Kothe will share many such secrets on November 21, 2011, at the Mumbai leg of the Pitch CMO Summit 2011.
Talking about the challenge for brand building as a late entrant in any market, Kothe said, “It is simultaneously a risk and an opportunity. The risk is that as a newcomer, you clearly have to understand the customer’s needs concerning rational and emotional aspects and have to combine it with the profile of brand and product to create a relevant benefit for your customers without building on a brand heritage. The opportunity is that you can start with a blank sheet of paper and form the brand and product profiles, while creating an aspirational world around it.”
The key speakers at the Mumbai leg of the Summit are: Chander Mohan Sethi, CMD, Reckitt Benckiser (Keynote Speaker); Anuradha Aggarwal, VP - Brand Communication and Insights, Vodafone Essar; Jawed Habib, CMD, Jawed Habib Hair and Beauty; Krishnadeep Baruah, Director - Marketing, RIM India (BlackBerry); and Sadashiv Nayak, Joint CEO, Future Value Retail, among others.
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