Marketing planungsrunde

1.

Importer
Organisation
Effective
Dealer
Network
Sales
Marketing
activities
Customer
Satisfaction

2. Agenda

1.
The main directions of marketing
2.
Strategy steps to marketing development
3.
Volkswagen brand promotion in Kazakhstan
4.
Analysis of the main channels of communication
5.
Volkswagen sales support in Kazakhstan
6.
Marketing plan Volkswagen Kazakhstan

3. The main directions of marketing

Brand
Brand values – AVAILABILITY – HUMANITY (VW easily
recognizable, available, open & friendly to customer)
VW brand – innovative, valuable, responsible…
TO MEET THIS CONDITIONS:
A single brand positioning for all dealers (corporate
identica, start advertising campaigns, centralized
communication channel selection)
Uniform standarts of work for all dealers
Sales / Market / Channels of communication
Predictable market for 2016 - 70 000 passenger vehicles
Aggressive pricing of competitors (Renault, Datsun on, Lifan/
Jac – Made in China))
Production of competitors cars in Kazakhstan and have the
state support.
Preferential auto loans (Toyota, Hyundai, KIA, Skoda,
Chevrolet/ Peugeot)
Dealers satisfaction
Customer satisfaction
Constant monitoring of the sales managers (KPI rating,
NPS index, mystery shopper)
Marketing support for each dealer (radio & internet
advertising, printed material, gift for clients, event support)
Increasing customer loyalty by providing gifts,
promotion in points of sale
Dealer centers rating & motivation of best dealer & best
co-worker

4. Strategy steps to marketing development 2016/2017

1.
BRAND - increasing
the availability
and brand recognition
Importer site perfection (introduction of recording profiles for a test drive,
links to all the sites of dealers, service pages)
Sites dealers adaptation with uniform corporate standards
Build a database of calls to the VW hotline, the introduction of a monthly
SMS / What’s up/ E-mail messaging
2.
SALES - keep and increase our
market share
Constant flow of information about the models (advantages, test drives,
comparative test drives) in the Internet, social networks
Single advertising campaign on models throughout Kazakhstan (design
billboards, radio commercials, online banners etc…
3.
QUALITY OF SALES &
CUSTOMER SATISFACTION introduction of a system
of control and motivation
4.
DEALER SATISFACTION
NETWOR attention to each
dealer, constant monitoring and
support
Introduced a dealerships rating system based: CSS monitoring, KPI sales
personnel monitoring, mystery call monitoring + mystery shopper
Required monthly marketing report each dealer
A single information resource open to all DN Kazakhstan is required for
oversee the centralized distribution network
A single marketing strategy to promote for each model (radio, internet, press
- covering all regions)

5. Volkswagen brand promotion in Kazakhstan 2016

6. Brand development 2016

Measure
Description
Status
1. Alibek Keneshev
In search of a
new partner
2. Global call centre 8 800 070 87 87
2 times a month SMS/ What’s up & email messaging database
2. Zhannat
Kuzekeeva
+ 188.KZ
Active
3. Sponsorship Undiscovered Kazakhstan
3. Zhannat
Kuzekeeva
The main condition for building a
brand is accessibility and openness.
First contact with the customer is
established on the web-sait VW /
hotline VW / social network
1.
Increase brand awareness
www.volkswagen.kz –
translation into Kazakh language
update dealer information
section of service and spare parts
questionnaire to record a test drive
new finance offers
4. Volkswagen Junior Master
The winner team will represent in
championship VW Junior Masters in
May 2016 in France
Increase of customer loyalty
Responsible
Active
4. Alibek Keneshev
5. Promotion in social network
5. Alibek Keneshev
6. Customer Satisfaction. Monitoring.
Mystery Call/ mystery Shopping.
Programs of customer satisfaction in
cooperation with our dealers.
Support the dealer Events by importer.
6. Zhanna
Kuzekeeva
Active

7.

Accessibility and openness of brand
www.volkswagen.kz
Targets 2016
Today there are 1
Importer site
and 5 dealer sites
Dealers site examples:
In 2015, all dealers
have adapted the
sites according to
standards of VW
http://volkswagenkaraganda.kz
http://vw-uralsk.kz
http://vw.autodom
kst.kz
http://eurocarakto
be.kz

8. Hotline Volkswagen Kazakhstan

Accessibility and openness of brand
Hotline Volkswagen Kazakhstan
8-800-070-87-87
• Uniform information line Volkswagen
• In 2014 received calls 1379
• In 2015 received calls 5142
• Provided The database that is sent to dealers
Weekly call traffic
500
400
300
200
100
0
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53
Total calls 2015
Total calls2016

9. Promotion in social networks

The most popular social network in the world
Facebook - 1,4 billion
QZone (China) - 654 million
Google+ - 300 million
Instagram - 300 million
Twitter - 284 million
Statistics in Kazakhstan
The slide "Rating of social network services"
shows that Facebook is next to VKontakte (first
place). But we need to emphasize that the aged
and financially reliable people visit Facebook
(generally) from 24 to 35 years. Thus, young
people visit Vkontakte (people from 14 to 17
years). However, there are more serious topics
on Facebook, such as: vehicles, consumer
goods, banking and others.

10. Promotion in social networks

Statistics in Kazakhstan
Social Networks, Facebook, and Фейсбук
are the most searched keywords in Yandex
screen request. This data shows the
audience coverage and the popularity of
Facebook among people in Kazakhstan

11. Promotion in social networks

Facebook Statistics in Kazakhstan
The average length of time spend on
Facebook is l 30 minutes. statistics for
January 2016 shows the information
about users and number of messages
sent.
Also according to statistics the most
active people are between 25 and 34
years old
18-24
25-34
35-44
45-54
55-18
15,76%
46,08%
25,05%
10,06%
3,06%
0,01%

12. Promotion in social networks

Activities in social network / Facebook
Official Page Volkswagen Kazakhstan information about promotions, interesting
facts, information about dealerships, history of the brand, competitions...
Today in FB more then 6 000 Followers.

13.

Promotion in social networks
Activities in social network / Instagramm
Our page: ‘‘Volkswagen Kazakhstan‘‘ –
more than 17 900 followers.
https://instagram.com/volkswagen_kazakhstan
Description of goals: Brand promotion, brand
recognition, associability of the brand with stars,
increasing the loyalty. Opportunities: Photo and video
session with the stars, information about promotions,
promotion accessories…

14. Sponsorship of Undiscovered Kazakhstan

The project Undiscovered
Kazakhstan aims to develop
exciting eco-tours to the stunning
places of Kazakhstan.
The mountain tract Boszhira
The Tamgaly sanctuary
Singing Dune
The lake Kaindy
The unique nature and culture of
Kazakhstan has great potential for
tourism development.
Importer plans to support the
provision of equipment and also
payment of jobs in the project.
The general direction and
sponsorship budget in the process
of finalizing.
http://photosafari.kz/

15. Sponsorship the Undiscovered Kazakhstan

Description of goals: Brand promotion, brand
recognition, associability of the brand with
tourism.
Opportunities: Meet of potential customers
with Volkswagen, Photo and video session,
promotion through various channels of
partners; DIGITAL, social media, print, radio,
and tv.
Coverage: Approximate total coverage will be
about 2 500 000 people across all channels of
communication.
https://www.youtube.com/watch?v=tEbswLxUIFM
TV
Print
Pr -Company
Radio
Social media

16. Customer Satisfaction monitoring

17.

Traffic monitoring / Weekly KPI´s
Till cw 53/2015 Jan/2016

18. Analysis of the main channels of communication

1.
2.
3.
4.
-
High level of promotional activity
Expansion of regional blocs is not planned = no growth for regional dissemination
Sellers major confrontation, competition for audience share and per share advertiser budgets
The audience's attention - 62,9%
Credilibility of the audience – 8,7%
-
The rapid growth of the Internet audience, mainly due to the regions
Growth of the mobile Internet and social networks. development kaz.net
Advances in technology, new opportunities targeting evolution formats banners, custom projects
The audience's attention - 80%
Credilibility of the audience – 17,1%
Online communication is the optimal combination between the scope, the challenges and the cost
of accommodation
-
Stagnating budgets on major radio stations
Growth of regional distribution
The audience's attention - 26,8%
Credilibility of the audience – 8,9%
-
Stagnation - reducing the number of publications and frequency issues in current publications
Decreased activity and demand in the luxury and business publications
The audience's attention - 18,4%
Credilibility of the audience – 4,5%
Source: TNS Gallup Media Asia, Adex, InfoSys, TNS-MMI,

19.

Sales support 2016
1. Global internet
advertising
Internet utilisation as marketing tools:
-
Encourage users to switch to Site & Landing-Page of a particular model (broadcasting attractive
custom creative banners (nur.kz, kolesa.kz, newauto.kz + contextual & media advertising (Google,
Yandex) + remarketing)
-
Engage in communication all target groups brand (potential clients monitoring + set targeting options
– age, sex, revenue, interests…)
-
To create a dialogue with the target audience, using social media and the website of the
brand.
2. Global TV & radio
advertising
-
Coverage - cities of Kazakhstan with VW dealerships
-
TV Advertising blocks on primetime/ The Weekly news
-
Cooperation with radio channels of popular TOP5
-
Carrying out contests and lotteries
-
Broadcast spots only in prime time (especially for those who are listening to the radio in the car - on
the way to and from work, also when the people come home and watching news)
-
Promotion of new models, configuration, promo-actions

20. Analysis of the main channels of communication

According to the forecast Dentsu Aegis
Network Kazakhstan Kazakhstan
advertising market will decrease by 17%.
In 2015 advertising market in
Kazakhstan decreased by an average of
11%.
Hour spent per day:
According to research by TNS Gallup
Media:
- 59% of people spend time watching TV
- 21% of people spend time on internet
- 17% to listen radio.
- 3% on the printed newspapers and
magazines
Source: TNS Gallup Media Asia, Adex, InfoSys, TNS-MMI,

21.

Product Life-Cycle – Key actions in 2015-2016
Polo
Jetta
Tiguan
2016
Model All Star
New engine
Request:
LED-Daytime running lights
Soft door armrest
New Tiguan
Alcantara seats
Windshield heating
Chrompackages Exterior
New Radios MIB Gen.2
New offer structure „Value“
GLI ex. Mex.
LED-daytime running lights
KW-50 -?
Launch of new Tiguan 2016

22. Sales support 2016

Measure
Description
Responsible
Status
Constant advertising on the most
popular websites, increase in the
index CTR , the emphasis on the
German models, aggressive
advertising market entry of new
models
1. Promotion on
www.kolesa.kz / www.newauto,kz/
www.google.kz/ www.yandex.ru/
1. Zhannat
Kuzekeeva
Alibek Keneshev
Active
2. Strict monitoring work with online
requests (sales managers dealers
should invite each potential customer
for a test drive, to provide complete
information about the model, clearly
follow the program STEPS SALES) –
dealers report – SALES FUNNEL)
2. Alibek
Keneshev
Active
Constant contextual advertising in
media networks GOOGLE &
YANDEX + remarketing + RTF
3. Update keywords to create pairs of
keywords on competitors (for example,
when searching for the Hyundai Accent
users have the banner Polo Sedan)
3. Alibek Keneshev
Active
Sponsorship
4. Undiscovered Kazakhstan
TV advertizing
Radio advertizing
Outdoor/ Product Placement
4. Zhannat
Kuzekeeva
5. Every quarter monitoring of radio & tv - 5. Zhannat
Kuzekeeva
channel to reach a larger audience
Active
6. Zhannat
Kuzekeeva
Active
6. Dealer Support/ single image
Compensate expenses of dealers.

23.

Ranking of sites and the number of visitors
Share of sites
The first site most visited among of
Kazakhstan sites
The weekly audience of more than 1 000 000
users
The most visited site in Kazakhstan
The weekly audience of more than 2 300 000
users
The second place on popularity among
automotive sites.
The weekly audience- 500 000 users
The biggest Internet search engine
Availability for all devices.
Source: TNS Gallup Media Asia, Adex, InfoSys, TNS-MMI,

24.

Accounting of online requests
Dealers provide a report at the request of the Importer on a daily basis.
For 12 months in 2015 we received 6 600 requests

25.

Accounting of requests from the Internet

26.

Outdoor advertising in Kazakhstan
some Examples:

27. Product Placement in Kazakhstan

Placement in Kazakhstan,
in a popular shopping mall
Single standard of branding cars
Accepting applications to test drive
Conducting promo- actions

28. Product Placement in Kazakhstan some Examples:

In most popular shopping centers, promoters receive request for a test drive.

29. Dealers Support

Single catalogs, brochures, leaflets…
Audio and video files
Internet banners
New images

30. Marketing plan Volkswagen Kazakhstan in 2016

Marketing Plan on Brand Promotion
Activity
Jan
Feb
March
April
May
June
July
Augu
Sept
Oct
Nov
Dec
Budget,
USD
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52
Brand Promotion
Call Center VW 24/7
15 600
www.volkswagen.kz
Participication to
Expo/Sponsorship
4 000
According to the calendar of exhibition
15 000
VW Weekend /Testdrive
10 000
Product placement
24 490
Catalogs
15 000
Images/ Disine
4 000
SMM
6 000
Press Conference
10 000
TTL
Total marketing budget - 329 916 UDS
104 090

31. Marketing plan Volkswagen Kazakhstan in 2016

Marketing Plan on Sales Support
Activity
Jan
Feb
Mar
Apr
Mai
Jun
Jul
Aug
Sep
Okt
Nov
Dez
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52
Budget,
USD
POLO
Outdoor
TV
Radio
Internet
Pos
Direct marketing
Activity
39 353,0
43 732,0
17 500,0
36 735,0
3 000,0
5 000,0
TOTAL Budget for POLO promotion 145 320,0
Volume
3 900
Jan
Feb
Mar
Apr
Mai
Jun
Jul
Aug
Sep
Okt
Nov
Dez
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52
Budget,
USD
JETTA
Outdoor
4 374,0
Radio
8 747,0
Internet
3 500,0
Pos
2 000,0
TOTAL Budget for Jetta promotion
18 621,0
Volume
300

32. Marketing plan Volkswagen Kazakhstan in 2016

Marketing Plan on Sales Support
Activity
Jan
Feb
Mar
Apr
Mai
Jun
Jul
Aug
Sep
Okt
Nov
Dez
Budget,
USD
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52
TIGUAN
Outdoor
15 307,0
TV
17 493,0
Radio
11 662,0
Internet
6 123,0
Pos
3 000,0
TOTAL Budget for Tiguan promotion 53 585,0
Volume
Activity
Jan
Feb
Mar
Apr
Mai
Jun
Jul
Aug
Sep
Okt
Nov
400
Dez
Budget,
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 USD
GOLF
Event
2 000,0
Internet
2 000,0
Pos
500,0
TOTAL Budget for Golf promotion 4 500,0
Volume
20

33. Thank you!