1. What was the Audi A1’s targeted consumer group and what were the objectives of Audi´s ‘The Next Big Thing’ campaign?
What was the Audi A1’s targeted consumer group?
The Audi A1’s targeted consumer group was urban and lifestyle-oriented youthful people are attracted by the A1´s (premium subcompact vehicle) by emotional design and its sporting driving experience. This target group also needed to have a relatively high income, since the pricing strategy for the A1 included a price premium of 25% above the average price of cars in this segment. In 2010 the Audi has been approach of addressing the consumers by emotions connected to the repositioning of the brand that is Audi A1 ‘The Next Big Thing’.
What were the objectives of Audi´s ‘The Next Big Thing’ campaign? The objectives of Audi’s ‘The Next Big Thing’ campaign is: To create a strong awareness.
Desire for the new car resulting in at least 10000 pre-orders. As well as winning 50% of buyers of competing companies as new Audi customers and loyal fans of the brand. To reduce the cost for advertising per car by 30%.
To ideally position the new A1 against the MINI brand.
2. Why do companies such as Audi use testimonials as part of their marketing strategy, and why did Audi use Justin Timberlake for the A1´s ‘The Next Big Thing’ promotion? Part 1
Why do companies such as Audi use testimonials as part of their marketing strategy? The companies such as Audi use testimonials as part of their marketing strategy because to address the targeted group of new and younger potential customers by using digital infotainment such as television or internet – based programs. Audi have strong in communication strategy and consumer marketing campaign, therefore, Audi used a cross-media approach that is printed adverts, TV spots and series of online films.
Why did Audi use Justin Timberlake for the A1´s ‘The Next Big Thing’ promotion? Audi use Justin Timberlake for the A1’s ‘The Next Big Thing’ promotion because: He is considered to be a role model for the target group and highly reliable for the younger audience. He represents a cool and up-to-date image, an association with quality projects and is not related to shocking or negative behavior. Justin Timberlake was the main testimonial of the online pre-launch campaign which endorses a product or brand and is to a high level believable and likeable.
4) Can the marketing campaign be considered successful? If yes, can you name indicator for your decision? Audi’s marketing campaign ‘The Next Big Thing’ when assessed was seen as having contributed successfully to the corporate vision strategy as follows. Yes, the marketing campaign can be considered successfully.
Because of the objective of creating awareness was met with registered website visitors: Exceeding 180000, 40000 cars had been configured and 30000 fans had been won on Facebook. Customers who were new to the brand made up 90% of pre-orders, and total per-orders exceeded 16000. At the end of 2010 Audi had already sold more than 28 000 A1’s, which was 3 000 units more than when MINI launched its new car in 2001. The average costs for advertising were reduced by 44% and customers were on average ready to pay about EUR2 500 more for the A1 than for a comparable MINI, which indicated appropriate positioning for the new Audi against its core competitor. Audi´s later publications indicate a continued success in sales for the A1: 63 105 cars were delivered to customers in the first six months of 2011.
For example, the main objectives of the campaign was to reduce the cost for advertising per car by 30% but later when Audi company successful than the average costs for advertising were reduced by 44% which was benefit for the Audi company. Therefore, the Audi Company meets all the objectives awareness successfully which was fulfilled the Audi Company vision corporate strategy.
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