...Product – Audi A3 TG – SEC A 1 only , Traditionally wealthy families, Corporate executives, Landlords, politicians & Bureaucrats Brand Communication – Next Big Audi Main tagline is Lead by technology… Campaign Objective – Awareness & Buzz Strategy – WOM , IMC and lifestyle events…alliance with android…. Audi outlined its future goals regarding this while debuting a 10.2 inch Android tablet designed specifically for in-car use. Called the Mobile Audi Smart Display, it connects to the car via Wi-Fi. Passengers in an Audi vehicle will be able to use the tablet as a remote control for the car's audio, telephone, navigation and other connected functions. Campaign Type – Media Plan – Auto Show business..Life style magazines…Luxury Hotels & Resorts…Blog…mall activations..Blog… social media…celebrity endorsements…IPL7…world 20-20…3d Ads… Audi A3 Sedan Website… 60% is print, 15% would be traditional online spend, 15% social media and alternative digital, and 10% would be television. Measurement Metrics – Audi sedan cars existing in India with model and prices Audi A4 * Audi A4 2.0 TDI Celebration Edition * 25,99,000 * 16.55 * * New Audi A4 2.0 TDI Multitronic * 30,69,000 * 15.2 * * Audi A4 2.0 TDI 177 Bhp * 33,61,000 * 17.11 * * Audi A4 2.0 TDI 177 Bhp Premium Plus * 35,86,000 * 17.11 * * Audi A4 2.0 TDI 177 Bhp Technology Edition * 38,66,000 * 17.11 * Audi A6 Pictures...
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...Lisa M. Fields 29 August 2013 Ed Nickles Marketing Strategy and Management Audi 8 Audi The company established by August Horch in Zwickau on July 16, 1909 could not again take its founder's name for reasons of fair trade. Horch found a new name for the company by translating his name, which means "hark!", "listen!", into Latin. So it was that the second company to have been set up by August Horch commenced operations under the name Audi Automobile werke GmbH, Zwickau, on April 25, 1910. The Audi emblem of the four rings denotes one of Germany's oldest automobile manufacturers. It symbolizes the merger in 1932 of four previously independent motor vehicle manufacturers: Audi, DKW, Horch and Wanderer. These companies are the foundation stones on which the present-day AUDI AG is built. The Audi 8 is a vehicle whose dynamic potential and trendsetting technology pave the way for an automotive experience that sets a new benchmark even in this competitive field of superlative calibre. Powerful V8 engines, the new 6-speed tiptronic and the low weight of the aluminum body result in superior road performance. The new Audi A8 has air suspension with aluminum running-gear components as standard, for an optimum configuration in every driving situation: by means of the continuously variable damper settings the adaptive air suspension reduces body movements, while optimizing road holding and ride comfort. Together with quattro permanent four-wheel drive, the A8 thus offers dynamic...
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...Audi , the executive cars subsidiary of Germany's Volkswagen[->0] group, has attributed its success to a wider model range and broader distribution. Encouraged by robust demand for their cars in the world's fastest-growing major market, the brand with four interlocked rings aims to sell 200,000 cars a year in China by 2015, when its global sales will reach 1.4 million units. Audi combined sales networks for its locally-made and imported products in China. Audi started to build cars at a joint venture with Volkswagen and First Automotive Works Corp (FAW) one of the top Chinese auto groups in the 1990s. The venture's works in Jilin Province now make the new A6 and A4 sedans as well as Volkswagen models. Audi plans to rapidly expand its dealership network across China and open stores in several large cities where it isn't present now. Local production capacity will be ramped-up as well. strategy [->1] Demand for luxury cars might not be hurt by a broad trend toward smaller and fuel-efficient vehicles. He said the global premium-car market is expected to grow to more than seven million vehicles by 2020 from around 4.1 million currently and faster than the overall car market. Audi entered the small-car segment with the recent launch of the A1, but Audi's focus is on boosting its presence in the so-called C-class and D-class segments of compact and midsize vehicles. The luxury-car segment was battered last year as demand for new vehicles nose-dived during the economic...
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...Audi R8 V10 Plus Audi come with an advertisement which reflects highly American spirit to the TV screens. A scene starts with retired astronaut, he once walked to the moon, but now he is depressed and do not gout of the house a lot. His son shows up in the commercial and he give his Audi to his father, which can go up to 205 miles an hour. He remembered his younger version when he was boarding his rocket and taking off, and we can see that this old astronaut coming alive again through this brief taste of speed while David Bowie’s “Starman “ plays at the background.. The target audience of ad is totally wealthy person who is probably mid of his age, and this advertisement is totally made up for only man. The advertisement targets only 1 -2 % of car owners but in an effective way. The advertisements is affective and little bit functional. Because when we consider the recent death of David Bowie. The scene and the song perfectly match each other. But there’s a real melancholy that comes from watching a man whose best day passed by, and he feel and remember his young year because of a car. It is a heart warming advertisement. Audi use very American values , such as America is the nation who landed on the moon first. At the end of the advertisements, a motto, a slogan appears on the last scene “ Choosing the moon brings out the best in US “ . There is also an hidden emphasize about the speed of the car. Showing a rocket and going Audi car at the same time means Audi R8 V10 is...
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...Press Release New Audi corporate design receives award - Winner of the “Good Design” competition of the German Designer Club - Evolved appearance of the brand - Aluminum Silver in the foreground, with exclusive Audi typeface - “Pure and Clean” as design theme INGOLSTADT, Germany, Dec 10, 2009 - AUDI AG has won the renowned prize of the German Designer Club. In the competition for “Good Design” the Ingolstadt car maker’s refined corporate design took the prize in the corporate communications category. The strengthening of the brand essence “Vorsprung durch Technik” and the manifestation of the brand values “sporty, progressive, sophisticated” formed the basis of the makeover for the company’s 100-year anniversary. “The Audi brand’s 100-year anniversary was the ideal occasion for evolving our corporate identity. A lot of lifeblood was invested in this project – and all participants are therefore delighted about the award,” says Jutta Carina Frisch, Head of Brand Development and Corporate Identity. The focus now lies on the four rings as the central element of the Audi identity – now with a design that’s more contemporary, of higher quality and more precise, they combine with the brand essence “Vorsprung durch Technik” to make a clear statement. In the foreground of the new corporate design, next to the rings, stands the color Aluminum Silver. It underscores like no other color the Audi brand’s core expertise in lightweight design – one of the most important technologies for the...
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...Audi Keynote Technology has come a long way from smartphones, robots, 3D printing, cars and wearables. Audi keynote was held at CES Asia and consisted of forward thinking entrepreneur. Audi keynote was held for 3 days, they had 14 product categories, and over 200 exhibitors. The vision of technology has advance so far that cars are becoming too much for cars. As spoken by Mr. Gray,” Get change or be the driver of change.” According to Mr.Demeo, “Technology will always be at your service and support.” Partnering with leaders of automotive and consumer electronics to create to relaxing, time saving and convenient car from Audi. This idea and mind set has led Audi to design the Audi A8 will a self-driving feature. With trying to manage your every day to day car situations and still operate your vehicle, which can be dangerous and will majority of the time lead to an accident. 1.2 million People have fatal car accidents nationwide, out of that 9% was caused by human error. With the new creation of Self Driving cars, this will help eliminate that 9% of human accident errors. This will provide a safer, convince, and more effective environment for today’s world. Audi can be considered the fastest and most powerful with 5000 semi-conductors. Such high level of conductors will enable cars to be able to send and receive data. It also allows the car to connect to the world using internet. . This company’s partners with 400 dealers to allow Audi to get their customers feedback to understand...
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...Audi AG and Volkswagen of America Inc. v. D’Amato Case Yamileth Hoffman Palm Beach State College Abstract Business owner Bob D’Amato, who was unaffiliated with Audi, the automobile maker, in any official manner, used the domain name www.audiosport.com to sell Audi items such as t-shirts, hats, and other accessories. The site was linked to a dealership in Florida; an establishment whom D’Amato said gave him permission to use the Audi trademarks (Roger E. Meiners, 2012 p. 243-244). . Audi Ag and Volkswagen of America Inc. v. D’Amato D’Amato stated that he did not have any affiliation with Audi. This statement did not protect him for engaging in infringement, dilution, and cybersquatting since he deliberately designed his website by displaying the Audi Trademarks and affirmatively misrepresented its affiliation with Audi, to lead consumers to believe that his website was affiliated with Audi "Who are we? We are a cooperative with Audi of America, and will be providing the latest products for your Audi's and information on Audi sport North America"(Plaintiffs' Motion, Exhs. 17-21). D’Amato has testified that he never received written permission from anyone to display the Audi Trademarks (D'Amato Dep. at 56-57, 85, 91-93). Defendant also implemented an email subscription service offering "audisport.com" email addresses ( Id. at 114-118). Defendant also offered to sell advertising space on the website. This could harm Audi because the company could be suit for damages...
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...THE NAME GIVEN TO THE NEW MEMBER OF THE AUDI IS A3 SPORTSBACK WHICH IS ACTUALLY A COMBINATION OF A SPORTS CAR PERFORMANCE AND A HATCHBACK DESIGN WHICH IS THE ANSWER TO THE MERCEDES-BENZ CLA COMPACT SEDAN.WITH PREVIOUS SUCCESS OF A3 TWO-DOOR AUDI HAS NOW DECIDE TO LAUNCH A MORE PRACTICAL AND A UPDATED VERSION OF A3 .THE LONGER , WIDER AND THE LOWER SEDAN HAS SHARP CRISP LINES WHICH ADD ON TO THE CHARACTER OF THE CAR AND WITH THE ADDED SPOILER ENHANCES THE MASCULINITY OF THE CAR AND WITH TRADEMARKED SINGLE-FRAME RADIATOR GRILL IS THE PRIMARY DESIGN ELEMENT UP FRONT THE BUMPERS WHICH WORKS AS THE LARGE AIR INLET TOO. LED DAYTIME RUNNING LIGHTS FORM VISUALLY UNIFORM CONTOURS OF LIGHT AT THE UPPER AND LOWER SECTIONS. THE TURN SIGNAL IS IN THE TAPERED INNER CORNER UNDERNEATH A CHROMED STRIP WHILE THE EXTERIOR IS IMPRESSIVE, INSIDE OF THE CAR IS FILLED WITH LUXURIES SUCH AS BANG & OLUFSEN AUDIO SYSTEM , MMI 7-INCH NAVIGATION DISPLAY WHICH EXTENDS ELECTRONICALLY FROM INSTRUMENTAL PANEL , LED LIGHTING , 4G LTE CONNECTIVITY AND MANY MORE THE FEEL INSIDE THE CAR IS PREMIUM INDEED THE DASHBOARD INTERIOR FITTINGS ARE LIFTED STRAIGHT OUT OF THE OTHER A3S SO THE DESIGN IS SIMPLE AND ELEGANT WITH THE DENSE AND LUSTROUS MATERIAL WHICH IS USED AND NOT TO FORGET THE EXTRA PREMIUM SEATS WHICH IS WRAPPED WITH MILANO LEATHER AND A COMBINATION OF PEARL NAPPA LEATHER. AUDI WILL AGAIN OFFER ITS TDI ENGINE AMONGST THE SELECTION: A TURBOCHARGED 1.8-LITER ENGINE CAPABLE OF 170 HP AND 180 LB-FT OF TORQUE...
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...difficult to retain the market. • Audi is expected to beat Mercedes market and become no.1. And it is looking forward to launch more models than Benz. Audi has biggest weapon of having Volkswagen. Since it has 99% shares of Audi • Automobile industry faces various problems to compete in the market. • All the automobile industries are facing problems due to increase in fuel rates, hence drop in sales. • High competition and difficult to retain the market. • Audi is expected to beat Mercedes market and become no.1. And it is looking forward to launch more models than Benz. Audi has biggest weapon of having Volkswagen. Since it has 99% shares of Audi • Automobile industry faces various problems to compete in the market. • All the automobile industries are facing problems due to increase in fuel rates, hence drop in sales. • High competition and difficult to retain the market. • Audi is expected to beat Mercedes market and become no.1. And it is looking forward to launch more models than Benz. Audi has biggest weapon of having Volkswagen. Since it has 99% shares of Audi • Automobile industry faces various problems to compete in the market. • All the automobile industries are facing problems due to increase in fuel rates, hence drop in sales. • High competition and difficult to retain the market. • Audi is expected to beat Mercedes market and become no.1. And it is looking forward to launch more models than Benz. Audi has biggest weapon of having Volkswagen...
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...Emotive Brands Need Rational Benefits The most desired brands – the brands that regularly feature towards the top of car buyers’ shopping lists of preferred brands, tend to be the brands where the purchase decision is based more on emotive factors and less on rational factors. These ‘emotive brands’ are more likely to include the premium brands such as Audi, BMW, Jaguar and Mercedes-Benz. Many people end up not buying these brands because of budget – either they cannot afford the purchase price or cannot afford the running costs. The main factor that contributes to a car brand’s emotional status is its style and design which differentiates the brand from the rest. But the main weaknesses of most of the ‘emotive’ premium brands are their affordability, economy and practicality. To increase sales across a broader base of customers, especially for those premium brands that are developing smaller models with stronger retail appeal, the premium brands need to offer more rational purchase benefits in the form of lower running costs coupled with smaller and more practical models. Primary benefits sought by premium brand car buyers compared with buyers of all brands, June 2011 Base: 6,162 car buyers [pic] Source: Trend Tracker Alfa Romeo Brand Example Making a brand appeal on a more emotive basis with a strong or unique style and design does not automatically translate into stronger sales, as has occurred, for instance, with the Mini brand. A case in point is...
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...One of the main problems faced by Audi is the U.S. market. Audi has a worse market share compared to the other two companies. Another problem we may see in car models. Comparing to those two companies Audi has half of their cars offer. Consumers have to choose between Audis cars and competitive cars that target market gap and consumers whishes. Models that Audi offers us, in principle, the first covers the German market, Europe, and later the U.S. market. Models that come to the U.S. market come later than in other countries. It means that to American customers that model is available much later than to consumers in Europe. Why Audi is not a recognizable brand in the U.S. market? Whether this is due to the lack of informations consumers about the benefits offered by Audi or because Audi might not pay enough attention on what American consumers really want from them? But the U.S. market is not the only problem for Audi. Audi also needs to strengthen its sales in Europe. But whether this is just the problems which the Audi meets? Mercedes and BMW have a distinctive image in the world. But what is with Audi? Why is he on the third place then, ie, behind the Mercedes and BMW. SWOT ANALYSIS With the SWOT analysis we are trying, by taking advantage of opportunities, to minimize the weaknesses that facing Audi. Audi is facing competition like the Mercedes and BMW, who are always ahead of him. Preferences of buyers are enormous threat to Audi. Each company tries to attract as...
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...strategy and related tactics were first illustrated by specific examples and then surveyed in light of contemporary public relations and mass communication theories. [China Media Research. 2013; 9(3): 64-73] Key words: Audi, brand, reposition Introduction Audi, a subsidiary of German car manufacturer Volkswagen, entered the Chinese automobile market in 1988. In the late 1990s, or one decade after its China debut, Audi, with the help of Ruder Finn, a New-York based independent PR firm, began to implement a brand repositioning strategy in China. By the mid-2000s, thanks to its unremitting PR efforts, Audi has successfully repositioned itself from a government car brand to a premium car brand targeting successful business professionals (Ruder Finn, 2007). Since the launching of its China production in 1988, Audi was designated as the “premium government car brand” dedicated to serve high-rank government officials. In contrast, middle and low ranking government officials were only allowed to use Red Flags and Santana. Consequently, during the 1990s, Audi was largely perceived as “the government car brand” among Chinese general public (Li, 2005). The implications of such brand image are two-fold. As a government car serving exclusively the high-rank government officials, Audi symbolizes unchallenged status and power. Meanwhile, such...
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...Spencer XECO/212 December 9, 2012 Jonathan Keisler Supply and Demand Cars are a good that almost everyone has. I just purchased my new car, an Audi A4. When it comes to any car manufacturing company they try to gauge what the market will do within the year and make enough vehicles to supply to their customers. Many of the manufacturing companies have started making their new models and sending them out to dealerships to be displayed and many models there for purchase. Then there are some companies that will only make enough models to have a few for purchase and the rest can be custom ordered by each customer to their liking which is something consumers see as a benefit and can raise the demand of certain vehicles. This also allows for the manufacturing company to better meet the demand without having an overabundance of supply. When a car manufacturing plant has a lot of cars left but no demand for them they just lost a ton of money. Cars are not cheap to put together hence the price we pay for them. The demand for cars is relative to price as well. The cars that are more affordable are more in demand and the supply of them will be greater as well to keep up with demand. Examples of these vehicles are Honda, Toyota, Chevy, Ford, and Subaru. Once you get into the higher priced vehicles or luxury class, such as Mercedes, BMW, Audi, and Volvo, the demand decreases, because of the price, and in turn so does the supply. In today’s economy another item that drives the demand of a...
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...INTI INTERNATIONAL UNIVERSITY FACULTY OF BUSINESS, COMMUNICATION AND LAW MKT 2103 / MKT2105 – CONSUMER BEHAVIOUR AUGUST 2014 INDIVIDUAL ASSIGNMENT (20%) Analyse the case study given and answer the following questions. While most automobile companies talk about bankruptcy, merger, collapse, and liquidation, Volkswagen AG is posting solid earnings. Based in Wolfsburg, Germany, and Europe's biggest automaker by sales, Volkswagen (VW) managed the global eco-nomic recession well by focusing on emerging markets such as China and Brazil and continually reducing costs. VW is the leading auto firm in China, not Toyota or Nissan. VW's market share in Western Europe rose to 20 percent in 2009 from 17.9 percent a year ago. While shrinking demand for new cars in major markets and high raw-material costs, and unfavorable exchange rates have reduced earnings of most European automakers, VW anticipated these conditions through excellent strategic planning and continues to take market share from rival firms worldwide. The German truck maker and engineering company MAN AG is VW's largest single shareholder at 30 percent, and its business too has been good. MAN'S third quarter of 2008 saw profit jump 34 percent, lifted by strong sales of trucks, diesel engines, and turbo machinery. VW is currently spending $1 billion to build a new plant in Chattanooga, Tennessee, for the production of a midsize sedan in 2011 with initial capacity of 150,000 cars annually. VW's plans for 2018 include...
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...German car maker has been installing “defeat devices “– software that allows cars to cheat in emission tests, making them appear than they actually are. What is Volkswagen accused of? Volkswagen’s software allowed it to beat the tests in a lab, but when on the road with emissions controls switched off, cars would pump out nitrogen oxide (NOx) at up to 40 times the legal limit. Crucially, the software “knew” when it was being tested, allowing it to switch emissions controls on and off. The Environmental Protection Agency (EPA) found that many VW cars being sold in America had devices in diesel engines that could detect when they were being tested. The EPA’s findings cover 482,000 cars in the US only, including the VW- manufactured Audi A3, and the VW brands Jetta, Beetle, Golf and Passat. Who is to blame? It’s not yet clear who is responsible for fitting the cheating software. Martin Winterkorn, the German company’s chief executive, accepted responsibility when he resigned, but denied any wrongdoing on his part. Prosecutors in Germany have opened a criminal probe into Mr. Winterkorn. Mr. Winterkorn is replaced by Matthias Mueller, the boss Porsche. Where did the incident happen and why did Mr. Winterkorn resign? This scandal has happened in the United States of America. Mr. Winterkorn denied having any knowledge of the emissions cheating when he resigned. He has announced that he has not aware of any wrongdoing on his part. He also said that the process of clarification...
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