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EVERY MANS DESIRE!THE CAR THAT FUELS POWER AND AMBITIONPROGRESS THROUGH TECHNOLOGY

This manifestation of car which has left no stones unturned to assure comfort,quality and extravaganza is but1.2.

It has progressed through technology and has touched human lives,From a line of sports victories to an international brand.1

IT NEEDED SOMETHING MORE THAN JUST INNOVATION,A DIFFERENT STRATEGY-$%#^!

REPOSITIONING ITSELF IN THE HIGHER END

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Only advertising could nt have quite done the trick,it was a lot of sponsorsip and involvement in extreme sports that made Audi more than just a car maker.Audi invested heavily in motor sports activities,Soccer clubs (Barcelona and Chelsea in the fray that is) and in India all it had to do was capture the public emotions which it did with ease by awardign Ravi Shastri an Audi 100!!4

AUDI CITY!! A whole new concept of virtual experience that is sure to make the geeks go boing-boing. In london,Beijing and Berling now!!

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Audi not one has the worlds best innovation and advertising strategy,but also a car for every need.Q7,Q1,Q8,R8,A1,A3,A47

Lets look at the numbers200020132013(CHINA)AUDI653,0001.58 million492,000BMW822,0001.66 million360,000MERCEDES-BENZ1.053 million1.46 million228,000

84% SALES OUTSIDE GERMANY

STILL SOME GREY AREAS?Average selling price of an Audi is still lower than an average BMWNew entrants with environmentally-sustainable cars like Tesla POTENTIAL COMPETITORS!!

LETS DEVISE AN ACTION PLAN

ACTION PLANBUILDING LOYALTYBRAND COMMUNITIESCULTIVATING CUSTOMER RELATIONSHIPS Customer Empowerment Customer Recommendations Customer Complaints

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BRAND COMMUNITIES share a certain similar consciousness, traditions and stories and a moral responsibility

Blogs where u can learn and share new insights,suggest new models..social media where you can have a sophisticated group of people across the world posting about their cars and interests..Maybe host a few at home events to revel in the beauty of their cars,which are now more than just cars,as they can now help them connect bond and cherish prosperity together.12

WHY?They can customize market offerings, services, programs,messages and media.

Thus, its essential to have many CUSTOMER TOUCH POINTS

PERSONALISED MARKETINGCustomers prefer to be acknowledged individually.A personal touch can create miracles in establish long ties with customers.

We as humans crave attention,and personalised marketing exploits just that.Although its humanely impossible to figure out interests of each and every customer and cater to them,it is definitely possible to devise mechanisms to make them more than satisfied.14

MAKING CUSTOMER EVANGELISTS IS ABOUT CREATING EXPERIENCES WORTH TALKING ABOUT

SUMMARYA BRIEF STORY OF HOW AUDI CAME INTO BEINGWHAT IS IT THAT AUDI OFFERS?!UNDERLYING ISSUESHOW TO TACKLE THE PROBLEMS

THANK YOU

DISCLAIMER CREATED BY R.M.NIVEDHA DURING A MARKETING INTERNSHIP UNDER PROFESSOR SAMEER MATHUR , IIM-LUCKNOW