Interviewbuch 2012 englisch Seite 13

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14 VW  Luca de Meo automotiveIT 2012 If we understand you correctly you set the scope of action If you want to anchor the brand in custo mers hearts distinctively you have to give all the managers involved a clear frame work for action We communicate this in our brand strategy book It describes our vision goals strategy brand cockpit and the brand related application of our instru ments How do you assure the global imple mentation of your marketing strategy An integrated planning approach is needed to make sure that the strategy to position the brand is carried out globally Building on the global marketing plan Volkswagen s markets make their plans with the help of standardized planning documents Who makes sure that the master plan is observed You have to actively and systematically guide the brand if you want to anchor it la stingly in the customer s perception Brand management must be the highest priority Volkswagen has set up a marketing forum for this it meets every three months The cycles of innovation are getting shorter and the diversity of models and variants is expanding How do you make sure customers don t lose their way By combining features into packages wherever possible and not offering them individually we provide orientation The customer gets the features he finds in teresting in a combination that makes sen se for example the drive pack plus on the Up which includes the city emergency brake function and other options The total number of clicks to the car of your dreams is cut substantially and it s easy to do One reason that Volkswagen is Das Auto is because our customers can assemble their personal Volkswagen To keep this manageable everything has to be integra ted rationally From the design of our cata logs to our configurator which displays all the rules for buildability online all the way to the intensive training of our sales team In Europe you introduced the Polo GTI to Facebook users first And in the current commercial for the new Beetle you attract viewers to an interactive microsite When will we be able to buy the first Volkswagen on the Internet We continue to rely on direct contact with the authorized dealer for the sale of indivi dual new cars to consumers But the Inter net is naturally evolving into the No 1 com