1. EXECUTIVE SUMMARY
Audi is launching the new A6 in the United States in late 2012. This marketing plan is designed to create awareness and impact around the A6 launch also to increase the market share by selling new cars. With this campaign, Audi will focus on affecting the target audience, driving quality user generated content, leveraging social media platforms and having a high impact launch that will generate buzz around “Audi Envy” The creative and media strategy is designed to position A6 as the most modern, innovative and luxury product in the marketplace. Media budget part will provide A6 dominance especially in Q3 around product launch.
2. SITUATIONAL ANALYSIS
Audi is a manufacturer of exquisite cars: attractive, sophisticated and technically perfect. The history of Audi is one of the most multi-faceted stories ever told in the history of the automobile in general. The Audi emblem with its four rings identifies one of Germany’s oldest-established automobile manufacturers. It symbolizes the union in 1932 of four previously independent motor-vehicle manufacturers: Audi, DKW, Horch and Wanderer. These companies form the roots of what is today AUDI AG. (Source: AudiUSA.com web site)
Audi was the winner of multiple awards in 2011:
• New Audi A6 won prestigious Eyes On Design Award at Detroit Auto Show 2011
• Audi Q7 was the winner of the Mid-size Premium SUV Comparison Test
U.S. Luxury Auto Marketplace:
Premium auto brands sold 119,405 vehicles in April 2011 in the United States. Seven luxury automakers held more than 7% market share in April. Mercedes-Benz led the way with 16%, down from 17% in March. Audi, BMW, and Cadillac all grew their portions of the premium market. Audi owned 8.39% of the overall market share in April 2011. (Source: Good Car Bad Car Blog, Luxury Auto Market Share in America - April 2011, May 5th 2011)
After the 2009 - 2011 economic crisis in the U.S., economic conditions and the purchasing power of middle and upper class have started to increase again. People are spending money and the luxury market is growing. This provides Audi an opportunity to increase market share in this geography.
In China Audi is still the official choice of government. All autos of China government are Audi especially A6 and A4 models. Audi remains strong in the European markets.
Customers in luxury segment are searching for new and innovative, stylish and different looking cars. BMW and Mercedes don`t change the style of their cars just make little stylish changes. Audi can take advantage of this by making more evolutionary changes with the new outlook of A6 and future models.
Technology changes in cars are updated rapidly and Audi is one of the leader brands in technology. Wheels, diesel options, clean technology, usage of different materials except steel, acceleration, control panels and inside design of cars are having more quality day by day. Audi should continue to innovate and be the leader in new car technology.
Overall Audi appeals to an affluent car buyer at all demographics based on the model. Current and potential customers of A6 are M35-54 who have income over $150,000 and also women who can influence the buying process. Younger people and women tend to choose models such as Audi TT, A3 or A4.
The Audi advertising is very creative plus they have an excellent service quality after the sales. The missing point for the company is the budget difference on promotion when compared to BMW, the biggest target rival of Audi now.
Another missing part is the website of Audi USA. The information, options and design are not as strong as its rival`s websites. For example, Audi doesn`t have membership option. On the other hand BMW created this option for the potential users of future and now. Audi needs more involvement from fans not only on their web site but also their social media platforms such as...
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