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Case Study: Volkswagen South Africa: VW up! Marketing

Title
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.

 


 

 

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