Auromotive

Brief
Volkswagen Australia's core business is marketing a unique niche of premier motor vehicles. Promotion of their prestige range to the buyers and their distributors is crucial to VGA's achieving its mission.

To support their objectives Volkswagen needed a cost efficient, reliable printing and distribution service for their quality marketing collateral. Additionally, Volkswagen recognized the need to reinforce their strong brand with a national and coordinated approach to their image throughout their dealer network.

In communicating directly with their customers, Volkswagen were also looking for more effective and creative design solutions to support dealers in their day to day marketing activities.

Strategy
Penfold Buscombe assisted Volkswagen with a review of corporate marketing collateral on a national basis including identification of better distribution and control systems. Visibility and accountability for cost recovery throughout the national dealer network was also a consideration.

Brand promotion and leveraging off existing images and materials through creative design was also essential.

Solution Penfold Buscombe developed a complete solution to ensure accountability and control for all service requirements throughout the Volkswagen network . This involved:
		On-line electronic templates
		Internet stationery ordering
		Usage tracking
		Inventory control and coordinated reprinting
		Creative design integrated with marketing and distribution strategies

On-line Electronic Templates
Internet based templates where introduced on all corporate stationery nationally locking in Volkswagen's corporate standards and styles with lower administration.

Internet Stationery Ordering
PrintEzy on-line brochure management and reporting was introduced enabling Volkswagen to proactively manage print expenditure and brochure distribution throughout the network with tailored management reporting services. All orders are processed and managed through Penfold Buscombe's dedicated document warehouse. Additional packaging controls were introduced. Overall this resulted in a dramatic reduction of spoilage and obsolescence.

Usage Tracking
Penfold Buscombe implemented a strict back-office regime that identified each distribution channel. Statistics were captured as a by-product of daily ordering and presented through a flexible range of reports and half yearly KPI reporting.

Inventory Control and Coordinated Reprinting
Effective management reports combined with Penfold Buscombe account management assisted Volkswagen in achieving 'economic order quantities' to reduce over- or under-production. Reduction in brochure stock-outs reinforced professionalism throughout directly enhancing sales.

Creative Design Integrated with Marketing and Distribution Strategies
Penfold Buscombe's design studio created a range of enticing and inspirational designs for Volkswagen's mainstream marketing brochures. A strong knowledge of Volkswagen's business requirements has led to an expansion with additional conceptual projects and direct mail collateral being produced.

The Bottom Line
Volkswagen marketing staff can now focus their attention on areas of greatest impact with a clear delegation and execution of print management to Penfold Buscombe. Dealers "self-serve" with the production of their own stationery and personalised material. This increase in effective marketing has lowered Volkswagens costs.