Scott Keogh :: Audi of AmericaTHE POWEROF THEINDIVIDUAL
Agenda Individualized:       Brand       Products       Experiences       Marketing Audi’s 5 Rules of Individualized Marke...
Power of Individuals
August Horch
Auto Union
quattro®
Motor sports : Le Mans
Individual Thinking is Audi
Individualized Products
Audi Exclusive
Custom Order
IndividualizedExperiences
Audi Dealerships : Hangar Concept
Audi Dealerships : Terminal Concept
Audi Design Languageis a Gateway
AUDI’S5 RULES OFINDIVIDUALIZEDMARKETING
I.Tone and Manner
No repetition
Not obvious
Smart        Audi Luxury Microsite
Not talking dumb or downbut intelligently                           Audi Technology Microsite
II. Experiences Count  Audi Driving Experience
On a real track
With real cars
Completely transparentproduct experience
III. No False Promises
Audi is a “do” brand
Our racing leads to realconsumer innovation
Our design is rooted in function
IV. Audi empowers    the ownership    experience
We are not afraid to let peopleinto the details of the brandand product
Audi VodcastsTells the entire brand story120 units 1.2 million downloads
Education Vodcasts enable usage17 vodcasts 3,000,000 downloads
V. Validation
3rd party editorial
JD Power IQS ranking
R8 Car of the Year
Owner Validation: Online/CRM
OPPORTUNITIESANDCHALLENGES
Opportunities
The Audi customeris an individual  Intelligent : Make smart, informed choices  Independent : Listen to others, trust own j...
Old Luxury   New Luxury
Individualization
Individualization benefits
Individualization benefits   Margin gain
Opportunity for a newluxury leader
Challenges
Managing Complexity
Managing Complexity  Communications  Products  Operations
Commercial Discipline
Upcoming SlideShare
Loading in …5
×

Audi

945 views

Published on

0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
945
On SlideShare
0
From Embeds
0
Number of Embeds
108
Actions
Shares
0
Downloads
61
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

Audi

  1. 1. Scott Keogh :: Audi of AmericaTHE POWEROF THEINDIVIDUAL
  2. 2. Agenda Individualized: Brand Products Experiences Marketing Audi’s 5 Rules of Individualized Marketing Opportunities/Challenges
  3. 3. Power of Individuals
  4. 4. August Horch
  5. 5. Auto Union
  6. 6. quattro®
  7. 7. Motor sports : Le Mans
  8. 8. Individual Thinking is Audi
  9. 9. Individualized Products
  10. 10. Audi Exclusive
  11. 11. Custom Order
  12. 12. IndividualizedExperiences
  13. 13. Audi Dealerships : Hangar Concept
  14. 14. Audi Dealerships : Terminal Concept
  15. 15. Audi Design Languageis a Gateway
  16. 16. AUDI’S5 RULES OFINDIVIDUALIZEDMARKETING
  17. 17. I.Tone and Manner
  18. 18. No repetition
  19. 19. Not obvious
  20. 20. Smart Audi Luxury Microsite
  21. 21. Not talking dumb or downbut intelligently Audi Technology Microsite
  22. 22. II. Experiences Count Audi Driving Experience
  23. 23. On a real track
  24. 24. With real cars
  25. 25. Completely transparentproduct experience
  26. 26. III. No False Promises
  27. 27. Audi is a “do” brand
  28. 28. Our racing leads to realconsumer innovation
  29. 29. Our design is rooted in function
  30. 30. IV. Audi empowers the ownership experience
  31. 31. We are not afraid to let peopleinto the details of the brandand product
  32. 32. Audi VodcastsTells the entire brand story120 units 1.2 million downloads
  33. 33. Education Vodcasts enable usage17 vodcasts 3,000,000 downloads
  34. 34. V. Validation
  35. 35. 3rd party editorial
  36. 36. JD Power IQS ranking
  37. 37. R8 Car of the Year
  38. 38. Owner Validation: Online/CRM
  39. 39. OPPORTUNITIESANDCHALLENGES
  40. 40. Opportunities
  41. 41. The Audi customeris an individual Intelligent : Make smart, informed choices Independent : Listen to others, trust own judgment Innovative : Progressive, like fresh thinking Impassioned : Love to drive
  42. 42. Old Luxury New Luxury
  43. 43. Individualization
  44. 44. Individualization benefits
  45. 45. Individualization benefits Margin gain
  46. 46. Opportunity for a newluxury leader
  47. 47. Challenges
  48. 48. Managing Complexity
  49. 49. Managing Complexity Communications Products Operations
  50. 50. Commercial Discipline

×