Positioning of Audi

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Audi for more than eighty years now is trying to achieve to construct the perfect automobile for ultimate driving pleasure. In order to achieving this, the German automaker choose the way of trying to combine all possible competitive features of its competitors in to one car. This becomes visual by having a closer look at the advertisements and the positioning strategies that the four-ringed manufacturer is using. According to a commercial which has been added on You Tube August 2006 Audi combines the advantages of four well known automobile brands in its self. The commercial shows four empty key holding hooks on a wall which will be filled one after the other with the keys of Alfa Romeo, Mercedes, Volvo and BMW after asking the viewer the question “What car do you want?”. While hanging up these keys it lists the different advantages of those vehicles. With Alfa Romeo it says “designed”, Mercedes is comfort, Volvo stands for safety and BMW for sportiness. After all the four keys have bin hung up, the key holding rings which have bin hanged on the hooks form the logo of Audi. After the logo becomes visual to the viewer a text appears which says: “In one care only?”. This commercial is the best way to prove my above mentioned statement about Audi-s strategy of combining all the advantages a car can have in on vehicle. According to this and some other facts, which will introduce later on, I would now like to evaluate the positioning strategies of Audi according to the theory I mentioned in my literature revue. As I have mentioned in my review companies can use several strategies of positioning their product towards other products. In the case of Audi Automobiles this is absolutely the case. Audi doesn’t specify it self on only one strategy it rather creates a mix of them in order to achieve the best result. Comparing the product to competitors for instance is one strategy for Audi in order to position its vehicles. This could be seen in the previously mentioned commercial. It is questionable if in the case of Audi that is a good way to go or not. On the one hand comparing yourself to four other cars brands, specially in the way they have done it, can easily lead the consumer into the wrong direction. The reason why, is that with this commercial Audi didn’t only promote its self but also the other four competing brands. On the other hand positioning yourself close to your competitors can also be very efficient because so consumers can make a direct comparison between the other car manufactures and yours. According to my literature review this is called the “me too” strategy. Another strategy related to the previous one is to base the position on the benefits of the product, which in this case obviously happens. But as I have just mentioned it shouldn’t promote the other competitors too much. Referring to the origin of the product is another positioning strategy which in my opinion is very wisely used in the case of Audi with the German slogan “Vorsprung durch Technik” which means as much as keeping ahead trough technology. This slogan doesn’t only appear on the official International website (www.audi.com) but also in several commercial such as the commercial for the new Audi R8. It can be stated that in the case of Audi this is a very well used slogan, because of the language it refers to a country which is famous for reliable and sustainable work. Further more it refers to the country where the two other major luxury cars come from in the form of Mercedes and BMW which also have a high reputation in the market of luxury cars. Continuing the evaluation of the positioning strategies used by Audi Automobiles another strategy is the appealing to the users of the product. In a blog commercial provided by www.autoblog.com we get to know the humorous side of the company by seeing Audi having fun at expenses of BMW, Mercedes and Lexus. This commercial shows a couple driving home to a family reunion in an Audi A4....
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