...Pontifícia Universidade Católica do Rio de Janeiro Trabalho de Comunicação Integrada Redução dos Preços Contra Concorrência – Empresa Audi Rio de Janeiro 2014 Sumário Introdução 3 Diagnóstico de Comunicação 3 Comunicação institucional 3 Comunicação Interna 5 Comunicação mercadológica 5 Forças e Fraquezas da comunicação da empresa (ou produto) analisada (DOUGLAS) 6 Objetivo Principal 7 Fonte 8 Introdução Esse presente trabalho tem o objetivo apresentar o planejamento estratégico de comunicação da empresa Audi. A empresa surgiu no Brasil em 1993 quando a importação e venda de carros da marca foi realizada. Em 2005 a Audi AG assumiu 100% das operações no Brasil. Em 2013 apresentou um crescimento de 35% em vendas no território brasileiro com a comercialização de mais de 6.500 unidades. Seu posicionamento é de uma marca Premium e esportiva. A estratégia de comunicação que será desenvolvida ao longo do trabalho é sobre a redução de preço em um modelo da linha Audi para fazer frente à concorrência. Essa comunicação precisa ser feita de uma forma clara para que ela não afete negativamente seu posicionamento. Diagnóstico de Comunicação Comunicação institucional Avaliação dos públicos principais para o composto Hoje os principais públicos que são afetados pela comunicação institucional da Audi são os consumidores e público alvo que ainda não consumiu, porém está propenso a consumir. De acordo com a reportagem da rede Globo, este público é de classe...
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...promotion is integrated with the marketing mix in Audito achieve its marketing aims and objectives. Audi Audi is a German car manufacture company founded in Zwickau, Germany on 16 July 1909. It is founded by August Horch. Audi cars are considered as a luxury vehicles because of its brand reputation. From the 1996 the 99.5 % of Audi is owned by Volkswagen group. The main principle of this research proposal is to analyze the marketing strategy of Audi in the general market. This research proposal further reveals the approaches or a way of methods to achieve the expected results of this research and to gain knowledge of Audi’s marketing strategy. The idea of this research is raised from the main aim of Audi approaching the target market worldwide. Their aim is to be leading luxury car brand worldwide. This research proposal shows the way of accomplishing the research aims and objectives. The result of this research could open the door for Audi as well as any automobile companies to enter and to dominate the car transportation market. This research would clearly define the problems that Audi is facing in the market and the result of this research would be a solution for all the problems. This research will be focusing more into the car market. As the advertising world is changing, more and more businesses like Audi are making use of viral marketing strategies to enhance their online presence since these are efficient, and cost-effective tactics. Viral marketing is a free, word-of-mouth...
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...a Winning CRM Strategy This case study shows how Audi takes reactive, proactive and selective approaches to customer relationship management. It believes its three-step strategy will create lasting ties with customers. Core Topic Customer Relationship Management: Creating Business Value for CRM Key Issue What is a CRM strategy, and how does it relate to and integrate with other enterprise business strategies, processes and operations? Audi is a leading manufacturer in the prestige automobile market. In 2002 it produced more than 735,000 cars, generating revenue of over 22.6 billion euros. Audi is part of the Volkswagen (VW) Group and is headquartered in Germany. It has over 51,000 employees and sells through over 5,000 dealers across more than 100 countries. Problem: Audi's customer relationship management (CRM) initiative started because of: • Changes in customer buying behavior. • Customer relationship improvements in other industries. • Competitor pressure, exacerbated by impending block exemption rules in Europe. • Difficulties in managing customer relationships in a dealeroriented, multitier sales organization. Two immediate factors that drove Audi to invest in CRM were that: a) Audi believed its acquisition and loyalty rates could be improved and b) more customers were seeking direct contact with their car manufacturer, so the customer experience was not as dependent on the dealer. Audi needed a more systematic approach to developing customer...
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...Audi is a German car manufacture company founded in Zwickau, Germany on 16 July 1909. It is founded by August Horch. Audi cars are considered as a luxury vehicles because of its brand reputation. From the 1996 the 99.5 % of Audi is owned by Volkswagen group. The main principle of this research proposal is to analyze the marketing strategy of Audi in the general market. This research proposal further reveals the approaches or a way of methods to achieve the expected results of this research and to gain knowledge of Audi’s marketing strategy. The idea of this research is raised from the main aim of Audi approaching the target market worldwide. Their aim is to be leading luxury car brand worldwide. This research proposal shows the way of accomplishing the research aims and objectives. The result of this research could open the door for Audi as well as any automobile companies to enter and to dominate the car transportation market. This research would clearly define the problems that Audi is facing in the market and the result of this research would be a solution for all the problems. This research will be focusing more into the car market. As the advertising world is changing, more and more businesses like Audi are making use of viral marketing strategies to enhance their online presence since these are efficient, and cost-effective tactics. Viral marketing is a free, word-of-mouth advertising technique to increase your brand awareness online and offline by getting people to...
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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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...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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...EXECUTIVE SUMMARY emotive intends to become the first global, provider of unique experiential marketing solutions to the automotive and motorsports industries. emotive creates and executes automotive based experiences for the world’s leading car manufacturers and corporations , operating in one of the fastest growing marketing environments - direct consumer experiences. In an increasingly competitive market, automotive sales are in decline . Manufacturers need ever more compelling methods to conquest the consumer. The emphasis on traditional advertising by these companies has changed with a far greater emphasis on direct consumer marketing. Experiential marketing’s unique ability to reach , engage and make relevant connections with consumers has contributed to its growth in this climate with significant year on year increase predicted . The reason is simple; it works, it is measurable, it sells cars and adds value to brands. emotive programs take many forms, from the sales-generating consumer driving events to the thrill-seeking sports & race car driver training and the educational (teen driving programs) to custom designed programs that satisfy the client’s objectives. emotive is uniquely positioned to change the way people interact with cars, collaborating with clients, CEOs, marketing managers, consumers, safety experts, engineers and drivers to develop compelling experiences in an era of increased consumer control and desire for authenticity. The group has brought...
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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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...Marketing Plan for BMW 3 Series Dipanjali Biswas 2014143 Disha Divecha 2014144 Eden Jacques 2014145 Gaurav Nolakha 2014146 Ghanishtha Agrawal 2014147 The slugfest between Germany's Big Three automakers in India has a new winner. After leading the Indian luxury car market for four straight years BMW has dropped to the third position. The new leader is Audi India, followed by Mercedes, which has also moved one place up. Both Audi and Mercedes have been working feverishly to gain better market share in the country. To this end both Audi and Mercedes opened several new dealerships across the country. Mercedes currently has the largest reach as far as service centers and dealerships are concerned. For Audi, its SUV line up has been a strong point as well. Things, however, could easily change for BMW in the coming months due to introduction of new vehicles. BMW recently launched the 2013 7 Series luxury sedan facelift in the country. Furthermore, it has new vehicle launches planned. A report, by TOI, dated 26th August 2014, stated that consumers from smaller towns like Ludhiana, Coimbatore, Surat and Pune are driving online search for luxury cars in India with BMW and Mercedes-Benz emerging as the favourites at the top of the list, tech giant Google said today. According to Google’s trends, conducted between January and August 25, German car makers BMW and Mercedes-Benz were the most searched luxury car brands in India, followed by Tata’s Jaguar...
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...Marketing strategy and pricing strategy of BMW Published: 23, March 2015 2. INTRODUCTION AND SCOPE OF THE PROJECT The topic that has been chosen for the project is related to the car industry i.e. to research the business strategies of BMW. BMW is the leading premium car manufacturer in the world. The report will look at the current business strategy that BMW adopts and also the future strategy of BMW Group. Business strategy has been defined by Johnson, Scholes & Whittington in their book "Exploring Corporate Strategy" as "a strategy that is concerned with how a business competes successfully in a particular market. It concerns strategic decisions about choice of products, meeting needs of customers, gaining advantage over competitors, exploiting or creating new opportunities etc." In this project, the author will research the marketing and pricing strategies of BMW Group. Also the markets BMW target and how BMW group as an automobile industry faced the recession period. The project will also look at the growing competition in the automobile industry and the major competitors for BMW Group. The marketing strategy of BMW Group will include their segmentation, target markets, marketing mix and by using SWOT analysis, the author will describe the advantages and benefits it is delivering to its customers and also its disadvantages. The pricing strategy of BMW will also be described. BMW adopts a differentiated strategy so the author will describe how it affects the...
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...little is known about how to utilize this know-how for new product development. In this article we explore if and how members of virtual communities can be integrated into new product development. We explain how to identify and access online communities and how to interact with its members in order to get valuable input for new product development. This approach we term “Community Based Innovation.” The Audi case illustrates the applicability of the method and underscores the innovative capability of consumers encountered in virtual communities. Keywords Online communities . User innovations . New product development . Virtual customer integration Customers’ wants and their acquired knowledge through the actual use of products make them an essential external resource for new product development (NPD) [12, 13, 37, 47, 65, 57, 71]. Some customers are not only knowledgeable but also able to develop their own new products [22, 50, 58, 67, 69]. Such innovative customers can be found in online communities J. F¨ ller u University of Innsbruck, Department of Value-Process Management, Marketing Group, Universit¨ tsstr. 15, 6020 Innsbruck, Austria a e-mail: johann.fueller@hyve.de M. Bartl Otto Beisheim Graduate School of Management (WHU), Chair for Technology and Innovation Management e-mail: mbartl@whu.edu H. Ernst Otto Beisheim Graduate School of Management (WHU), Head of the Chair for Technology and...
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...components in the attempts to sell a product to a certain group of individuals. For example, the car manufacturing companies Audi and Mercedes tend to aim their ads towards individuals seeking luxury and come from a better socio-economic status. While companies like Honda and Toyota direct their ads and marketing more to families. Audi has created a series of commercials that aim to sell their vehicles to those who categorize themselves within their ads, and use psychological motivations in their attempts. Watching several of the commercials Audi has to offer, one of the best examples of audience selection comes from "The Spell" (Spreafico, 2010). In the ad, Audi uses different groups and targets each distinctively. The first person is a kid of about ten years old who is staring at a poster of a Ferrari Italia. The second person is a woman in her mid 30's standing next to a Lexus vehicle. The next two actors to come up are two males who walk towards their Mercedes vehicles. After the two males, there is a senior couple with golfing equipment also standing next to a Lexus vehicle. Finally, there is a middle-aged couple that is standing next to a mansion and a BMW vehicle. It is important to understand what groups of people the characters in the ad attempt to attract because we can see what motivations are used. By starting off with the child in the ad, Audi attempts to achieve what the kid says by coming back to him at the end. The female that follows is standing next to an SUV...
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...PATRICIA HEPWORTH 1 Any Road, Anytown AN1 1CV Telephone: 01632 960 739 (Home); 07700 900 709 (Mobile) Email: patriciahepworth@example.com Professional Profile A dedicated and results-driven senior manager with a highly successful background in the achievement of profitable business growth through the creation and execution of successful sales and marketing strategies. Experienced in working with leading brands in the competitive retail and automotive industries with the primary focus on exceeding expectations for customer service delivery while ensuring optimum brand impact. Possesses excellent interpersonal, communication and negotiation skills and the ability to develop and maintain mutually beneficial internal and external relationships. Enjoys being part of, as well as managing, motivating and training, a successful and productive team, and thrives in highly pressurised and challenging working environments. Career Summary 2005–2009 TYRES UK LTD Freelance Consultant/Interim Network Development Manager • Project managing the redevelopment of the retail sales strategy across the UK market with the ultimate aim of facilitating business performance improvements • Successfully developing multi-channel solutions including instigating a new HiQ Fast Fit Franchise proposition • Playing a pivotal role in the design and development of a class-leading B2C eBusiness website • Working in close conjunction with external professionals to create and implement...
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...Comm 101 Dana Weidman April 6th, 2014 Media/Commercial Analysis Marketing is defined as the activities of a company associated with buying and selling a product or service, which includes advertising, selling and delivering products to people. People who work in marketing departments of companies try to get the attention of target audiences by using slogans, packaging design, celebrity endorsements and general media exposure. One of the most mainstream tactics to market a product to a potential target market is by using TV commercials. The elements of TV commercials, including audio and visual aspects, as well as lighting, camera angles and movement, and music subliminally send messages to a potential customer to capture their attention and appeal to their wants or needs, in the pursuit of selling a product. In 2014, British automaker Jaguar announced a new campaign to counter the heavy favorites in the luxury auto world, Audi, BMW, and Mercedes-Benz. One of their most recent TV commercials, marketing their XF sedan, demonstrates this very effectively. The commercial starts off with a bright white Jaguar XFR, their top of the line XF, driving through a dimmly lit parking garage, while the narrator, with a deep British accent, stating that "Many don't know that Jaguar is one of the fastest growing luxury automakers." The XFR stops in a parking spot, and then the camera reveals the Jaguar facing 3 dark greycars up against the garage wall...
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...Building Brands - Of the Consumers, By the Consumers, For the Consumers In July 2006, HUL (then HLL) launched India’s first community portal exclusively belonging to a brand – The Sunsilk “Gang of Girls”. The initiative was an instant success with the number of members crossing the half million mark within six months of launching. It was HUL’s attempt to revive the Sunsilk brand. Today with a member base of 7.5 lakh users (a mere 2.5 lakh users in four and a half years), the success of Sunsilk’s brand building exercise is debatable. But, what cannot be denied is HUL’s early recognition of a marketing channel – Conversational Marketing - that is moving towards becoming the trend for marketing and brand building in 2012. The launch of Orkut in 2004 (later in India in 2006) and the rise of Facebook’s usage as everyday’s must activity, paved the way for a new kind of a marketing channel which we all know as “Social Media”. Today almost each brand has their own Facebook page which is “liked” by fans, where the brand gets promoted each time the target segment logs onto Facebook. But, not all brands have sufficiently leveraged the true value of social media. Social Media have been extensively used for advertising and sales promotion. So much so that the value of communities like Facebook to marketers has been questioned as to whether it is the right place to reach your consumer. The regular argument is the fact that Facebook advertisements have critically low Click-Through-Rates...
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