Shanghai Volkswagen (skoda) Brand Positioning And Promotion Strategy

Along with the popularization and the widespread implementation of Multi-Brand Strategy in the automotive industry, Brand Positioning is now gaining more and more obvious importance. It is core to successful Multi-Brand Strategy, how to coordinate among intern brands and how to carry out pertinent Branding activities.Around the launch of Skoda brand in China, Shanghai Volkswagen has brought forward a series of works regarding Brand Positioning and Brand Promotion. Skoda is allocated to a different psychological segment market as VW. The two brands of Shanghai Volkswagen are supposed to cooperate with each other complementally, in order to achieve more market share. Shanghai Volkswagen, at the same time, is devoting to marketing great amount of personnel and material resources to convey to the customers its brand meaning.Based on the Brand Positioning Theory of Kotler as well as the Positioning Theory of Trout, this paper aims to have a deep research and analysis into the Skoda brand positioning and promotion activities of Shanghai Volkwagen (such as market segmentation, market targeting, products structure, brand positioning and brand promotion) and to put forward proposals to several key problems (products positioning, marketing communication and organization).I sincerely hope, the paper may offer Shanghai Volkswagen some advises regarding the implementation of Multi-Brand Strategy and further provide the Sinaean automotive companies with new concept of Branding.