Volkswagen: Helping Volkswagen and its dealers to recover their profitability - IPA Effectiveness Awards Case Study 1998

Brief Description: Having lost share in the early 1990's, the brand achieved success in 1995-1997, by using advertising to attract potential car buyers to a quality product at the right price. Using press, poster, TV and radio all objectives were realized , sales grew 61% within the period, dealer margins improved as did the customer base, value share increased faster than volume share due to an increase in average prices relative to sector prices. When comparing UK growth to the main continental markets, 78% of that UK growth was attributed to advertising ;---(TAGS)--- Full Title: How advertising helped Volkswagen and its dealers to recover their profitability ; Number: 1998/25 ; Brand Name: Volkswagen ; Client: Volkswagen UK ; IPA_ProductCoding: Automotive (Motor cars) ; Agency: BMP DDB ; Author: Richard Butterworth, Les Binet, Cathy Reid ;