Focus on Value
Create differentiation in a sector obsessed with four Ms: metal, mileage, metrics, money. Avoid a race to the bottom by competing on price. Focus instead on value. Sell the problem to be solved, not the product, taking a counter position to the market leaders. Identify, articulate and evidence their customer value propositions, some of which are unique in the marketplace. Address misperceptions that VWFS Fleet only fund VW Group vehicles. Identify growth opportunities during a period of change for fleet providers.
The Challenge
With just 21,000 units the difference between 2nd and 5th in this fiercely competitive and declining sector, VWFS Fleet needed to find 5% growth to defend their position as the third largest fleet provider. The goal: help VWFS Fleet achieve 2nd place in the sector by volume with growth of 10%.
The Solution
Monsters was a two-phase campaign targeted at fleet decision makers, created to generate awareness and drive leads. It took insight and turned it into actionable knowledge. It placed the customer at the heart of the strategy and execution. It addressed market misperceptions that VWFS Fleet only funded VW Group vehicles. We identified, articulated and evidenced four clear customer value propositions: Premium Service, Best Value, Simplicity and Peace of Mind.
Volkswagen Financial Services (UK) Ltd was set up in 1994. From their home in Milton Keynes, their teams are constantly looking at how they can improve existing products and create new ones to meet changing demands.