Mr.August Hoch originated a company named Horch and Co in 1899 and then he developed his first automobile in 1901. As he encountered management problem, he left his company in 1909 and created a new company called Audi afterward. The brand of Audi Automobile in 1910 was GmbH and Audi continue to produce cars until the First World War. In 1931, Auto Union was formed. Before Second World War, this union among manufacturers had prodigious success. Manufacturers had a new start in Ingolstadt, Germany after the war as a lot of military vehicles maintenance and spare parts were needed. Since Auto Union unable to generate massive profit, the company was closed in 1960 and coincidently permitted the rediscovery of Audi. Promotion is one of the key elements of marketing mix strategies that informing, persuading and influencing a consumer decision. The components of the promotion mix are personal selling, advertising, sales promotion, publicity and direct marketing.
Audi implemented a strong marketing strategy consisting of digital and television advertising in order to hit their target sales. According to the journal ‘Audi all-time sales record driven by strong digital advertising’, it stated that Audi’s TV advertising helping it top 100,000 vehicles sold in United States for the first time in 2010(Rachel Lamb, 2010). Besides that, another Audi strong initiative is its social media and digital strategy. For instance, Audi consistently updates its company news or products new feature through social networking sites such as Facebook and its own Web to make sure consumer can get the latest news instantly.
Direct marketing is a channel that allows business to communicate straight to the customer. As a major car manufacturer, Audi does not only focus on innovation but also tried to attract new customer. Audi targeted prospective buyers with a mailer which using Royal Mail’s Mailsort® 1400 service to deliver it. This mailer would deliver the new technological features...
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