Comprehensive Communication Strategy to Support the Volkswagen Group Brand

Student: Ilia Krishnaradzh

Educational Programme: Strategic Communications Management (Master)

Year of Graduation: 2024

We are conducting a study of the German car market and the position of Volkswagen, as a result of which we want to identify a significant advantage, on the basis of which we can build a communication campaign for the brand, which will be aimed at the business objective - to maintain market share in competition with Chinese electric cars. As part of the work, we will conduct a study to confirm the hypothesis that the choice of German buyers of electric cars Volkswagen, rather than Chinese cars due to the factor of liquidity and the ability to sell cars favorably on the secondary market. The outcome of the work will be a comprehensive communication campaign, which will include a description of target audiences, key communication channels, benchmarks and key messages.

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