Approach:

Relevance began by looking deep into every car segment and the target consumers for each of them, spreading across twenty different models under the Volkswagen umbrella. Using Relevance TAGS®, we identified the consumer perceptions, their drivers and the reasons for consumers not considering VW brands, and compiled a comprehensive positioning draft for VW brands against their main competitors in each category. We also looked into how each individual model contributed to the overall image of the umbrella brand. We identified specific target groups to focus on for each of the models, and created a communication guidebook to best convey the positioning concepts to different segments of consumers. We also prepared a tactical guide detailing the use of sponsorship platforms and territories for each model, that fit best with the brand values, target audience, investment budget and expected ROI.