The marketing communication strategy of Volkswagen in the face of ecological pressure
e.g. De Checchi Lenoir, e.g. Simon Jr (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023060521734
https://urn.fi/URN:NBN:fi:amk-2023060521734
Tiivistelmä
The purpose of this thesis is to study marketing practices related to electric vehicles
Volkswagen, in a context of global environmental concerns
and their impact on the consumer.
During this study we will try to understand the different communication strategies of the brand in order to promote their new ecological ambitions
To make a first part of this this will concern the eteude of the different theories already existing in agree-ment with the hypotheses emises as well as the analysis and definition of the different marketing strate-gies.
To verify the veracity of the hypothesis, the construction of a questionnaire was carried out in order to con-duct a quantitative survey on a population of automotive professionals, as well as the qualitative analysis of various advertising posts and press releases published by Volkswagen
Following the analysis of these different results we were able to affirm the two hypotheses expressed at the beginning of these. the strategy of the brand uses in a first time the corporate social responsibility in order to transmit the transparency of its ambition and thereafter brand has also used its scandal of the dieselgate to launch the promotion of its new electric range in order to turn the page and change the brand face ace scandal
Volkswagen, in a context of global environmental concerns
and their impact on the consumer.
During this study we will try to understand the different communication strategies of the brand in order to promote their new ecological ambitions
To make a first part of this this will concern the eteude of the different theories already existing in agree-ment with the hypotheses emises as well as the analysis and definition of the different marketing strate-gies.
To verify the veracity of the hypothesis, the construction of a questionnaire was carried out in order to con-duct a quantitative survey on a population of automotive professionals, as well as the qualitative analysis of various advertising posts and press releases published by Volkswagen
Following the analysis of these different results we were able to affirm the two hypotheses expressed at the beginning of these. the strategy of the brand uses in a first time the corporate social responsibility in order to transmit the transparency of its ambition and thereafter brand has also used its scandal of the dieselgate to launch the promotion of its new electric range in order to turn the page and change the brand face ace scandal