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basic strategy followed by VW

By Rohit Bajpai on 03 October 2011

The basic strategy followed by VW is that by launching their premium models (Passat & Jetta) first they have created the image of being a premium brand and then launched their relatively cheaper models where people buying those cars feel they are buying a premium brand and hence feel good about it. Also VW has done a lot of good innovative marketing such as the talking ad and newspaper cutout which helped create a positive brand image in the customer base. The Polo has good engines and is one of the better cars in its segment.

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