First of all, we are going to determine the profile of our audience. Respondents appear to have near equal gender distribution. They are mostly students aged of 15 to 25 years, and of French nationality.
100% of people who responded to our questionnaire recognised the logo Volkswagen. 20% of people didn’t recognise Renault’s logo at all with 16% of respondents stating, that Renault doesn’t mean anything for them as a brand.
Here are keywords, that respondents associated with the two brands:
We can observe that the two brands are clearly different in consumer perception. They don’t use the same key words to describe it and even use opposite words (Expensive/Cheap)
Volkswagen seems to be precepts in more positive way than Renault.
65% of our audience have a car, 16% have a Renault car and 2% — a Volkswagen one. These numbers are surprising compared to the answers to the question “If you were to buy a car, what brand it will be?”. Indeed, the majority of people would be more inclined to buy a Volkswagen car rather than a Renault one. As we can see, respondents describe Volkswagen as an expensive and Renault as a good deal, therefore we can derive, that the most significant factor in buying decision in this case is price, where Renault outperforms Volkswagen.
We can observe that people attribute more qualities to the Volkswagen brand. That is explaining why the majority will be more inclined to buy a Volkswagen car.
However Renault outperforms Volkswagen in environmental responsibility criteria. This shift is a direct result of Renault’s Zero Emission campaign and its expansive marketing policy in electric vehicles. It has indeed the broadest range of electric vehicles on European Market and ranks as n1 in sales of those kinds of vehicles.
The brand awareness is composed of brand recognition and brand recall.
In the cases of Volkswagen and Renault, we can observe that Renault’s most significant association is that of it’s origin — “made in France” product.
In addition, the German brand is more recalled, it is the first cited brand, the top of mind. However people still are able to cite the majority of the products of Renault. In the survey, lots of persons recalled Twingo and Clio…
In case of Volkswagen, it is different because the group owns 13 brands and people are not aware of this fact.
In both cases, the brands try to establish brand awareness by increasing the familiarity through repeated exposure: TV advertising, big numbers of selling points for example.
Marques have to create favourable, strong and unique brand association.
In respect of our results, we can see that for clients, Volkswagen is clearly associated to Power, Quality, Performance and Innovation. For Renault, the brand image is less positive: French, Cheap, Security and Ugly.
Volkswagen should continue his communication strategy but Renault should quickly change its way of communicate in order to change the association of the brand in consumer’s mind.