How would you go about starting your own store of cakes and pastries using innovative techniques of display and selling

  1. How would you go about starting your own store of cakes and pastries using innovative techniques of display and selling?
  1. You have been given a profile of a product manager for apparels for a particular brand, how would you go about setting up your store (use innovations), adding merchandise to your existing products in the process ensuring good profits?
  1. Case Study
Volkswagen (VW) is one of the world’s leading automobile manufacturers and the largest carmaker in Europe. As Volkswagen pursues its goal of becoming the number one automaker in the world by 2018, India has become a key component of its strategy. India is currently the world’s second fastest growing car market, with shipments expected to more than double by 2018. As a relatively recent entry into the Indian automotive market, VW needed to raise brand awareness. To address this challenge, Volkswagen’s marketing team focused one of its key brand pillars, innovation, to make a strong impact throughout the roll-out in India. Innovation was showcased not only in Volkswagen’s product introductions, but also in its communications and advertising.
Innovative marketing strategies raise awareness VW India created groundbreaking campaigns such as the world’s first ‘talking newspaper’, which used light-sensitive chips to speak to readers about Volkswagen as they turned the pages of their morning newspaper. The talking newspaper ad created a sensation in India, and garnered worldwide attention for taking print advertising to a new level. In one year, brand awareness more than quadrupled, increasing from 8 percent to a high of 37 percent. Volkswagen next turned to digital media to extend its success and create new opportunities for customers to connect with the brand. Lutz Kothe, Head of Marketing for VW India, says, “At Volkswagen, innovation is woven into everything we do. In formulating our digital strategy, we looked beyond the obvious for innovative ways to engage our audience. We knew that for many people, their car affects their professional life and their professional identity affects their car choices. This made LinkedIn a natural choice to connect with current and potential car buyers among the growing Indian professional population.”
  1. a) Why are Auto companies focusing on India as a market and how is VW poised to perform in this fiercely competitive environment?
  1. b) What innovation did VW do to create its brand awareness and how do they intend to remain in the minds of the consumers?


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