Volkswagen - 'The road to purchase': the growth of Volkswagen UK, 1995 to 2001
Richard Butterworth, Matt Willifer and Sara Donoghugh
Describes the marketing communications plan which led Volskwagen (VW) to double its sales 1995-2001. VW started the period 7th in rank, with a market share of 4%, dominated by one model (the Golf).
| Agency: BMP DDB, Proximity, Tribal DDB, Mediacom | Authors: Richard Butterworth, Matt Willifer and Sara Donoghugh |
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'The
Road to Purchase'
The
Growth of Volkswagen UK,
19952001
In
1994 Volkswagen was a
niche player in the...
