Volkswagen South Africa: VW up! Marketing

Author :

Dr Yvonne Saini & Stephanie Townsend

Pages :

32 pages

Product Type :

Case

Reference # :

WBS-2016-15

Teaching Note :

not available

Institute:

Wits Business School - University of the Witwatersrand

Setting:

South Africa

Year:

2016

Keywords:

Marketing, Marketing Strategy

Summary/Abstract:

At the beginning of August 2016, Bridget Harpur, marketing brand manager for Volkswagen Group South Africa (VWSA), and Mark Handley, national sales manager, were debating how to grow sales of the entry-level VW up! that VWSA had launched in February 2015. The entry-level passenger car category was relatively small and highly competitive. The VW up! was VWSA’s first car ever to target this market category. The car had maintained an average 8.5% market share since its launch. Handley and Harpur believed it had potential to build this share, especially among young, urban drivers. The question was how to adjust the communication strategy to capture the attention of this market.