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AUDI-Creating long term loyalty relationships
- 1. EVERY MAN’S DESIRE! THE CAR THAT FUELS POWER AND AMBITION PROGRESS THROUGH TECHNOLOGY
- 3. IT NEEDED SOMETHING MORE THAN JUST INNOVATION,A DIFFERENT STRATEGY-$%#^! REPOSITIONING ITSELF IN THE HIGHER END
- 4. `
- 5. 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!!
- 8. Let’s look at the numbers 2000 2013 2013(CHINA) AUDI 653,000 1.58 million 492,000 BMW 822,000 1.66 million 360,000 MERCEDES-BENZ 1.053 million 1.46 million 228,000
- 9. STILL SOME GREY AREAS? • Average selling price of an Audi is still lower than an average BMW • New entrants with environmentally-sustainable cars like Tesla – POTENTIAL COMPETITORS!! LET’S DEVISE AN ACTION PLAN
- 10. ACTION PLAN • BUILDING LOYALTY • BRAND COMMUNITIES • CULTIVATING CUSTOMER RELATIONSHIPS Customer Empowerment Customer Recommendations Customer Complaints
- 11. Loyalty Incentives Make them Special Give them more than expected Customer satisfaction
- 12. BRAND COMMUNITIES share a certain ‘similar consciousness, traditions and stories and a moral responsibility
- 13. WHY? They can customize market offerings, services, programs,messages and media. Thus, its essential to have many ‘CUSTOMER TOUCH POINTS’
- 14. PERSONALISED MARKETING • Customers prefer to be acknowledged individually. • A personal touch can create miracles in establish long ties with customers.
- 17. SUMMARY • A BRIEF STORY OF HOW AUDI CAME INTO BEING • WHAT IS IT THAT AUDI OFFERS?! • UNDERLYING ISSUES • HOW TO TACKLE THE PROBLEMS
- 19. DISCLAIMER CREATED BY R.M.NIVEDHA DURING A MARKETING INTERNSHIP UNDER PROFESSOR SAMEER MATHUR , IIM-LUCKNOW
Editor's Notes
- This manifestation of car which has left no stones unturned to assure comfort,quality and extravaganza is but… 1. 2. It has progressed through technology and has touched human lives,From a line of sports victories to an international brand.
- Only advertising could n’t 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!!
- Audi not one has the world’s best innovation and advertising strategy,but also a car for every need.Q7,Q1,Q8,R8,A1,A3,A4
- 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.
- 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.