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Audi
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- 2. Presentation Flow • 1.Introduction • 2. IMC in Audi • 3. Promotional Mix • 4. Advertising • 5. Direct Marketing • 6. Internet Marketing • 7. Sales Promotion • 8. Public Relation
- 3. Introduction • Audi isa German automobile manufacturer that designs, engineers, produces, markets and distributes luxury vehicles and was founded in 1909 by august horch. • Audi is a member of the Volkswagen Group and has its roots at Ingolstadt and Bavaria in Germany. • Audi-branded vehicles are produced in eleven production facilities worldwide. • Ducati and Lamborghini are one of the major subsidiaries of Audi. • This Audi emblem signs the association of the brand Audi with others: Horch, DKW, Wanderer which was referred to as Auto Union in 1932.
- 4. IMC in Audi •Audi uses IMC in order to better communicate with its target customers. • Audi is a branded product that is having mass advertisement in magazines, television and the personal selling efforts by reseller and producer in order to convince consumers to buy it and remind the consumer about their product in the market. • Audi Company is playing its role very well in the marketing promotional activities through the concept of integrated marketing communications. Audi Company is using a multifaceted promotion mix as its tools to increase the sales of its car and also achieve a higher performance. Those promotional activities of Audi Company are trying their best to attract consumers' attention and to make communication with them in order to reach them in a coordinated manner through
- 5. Promotional Mix: Toolsof IMC • 1. Advertising • 2. Direct Marketing • 3. Internet Marketing • 4. Sales Promotion • 5. Public Relation
- 6. 1- Advertising • Audimanages to keep itself in the public eye without over doing it, Advertisements on billboards and in magazines, and with advertisements on television (TV commercials) over the years have attracted lot of consumers. • Audi also invest heavily in motors sports, various world championships have been won with its cars, Audi are involved in many sports and sponsorship ventures like sponsoring German football team FC Bayern Munich, Barcelona and Chelsea. • Its cars in India are often launched by celebrities like the recent launch of Audi RS 7 Sports coupe was done by Bollywood biggie Salman Khan. Because of its niche market, Audi never takes part in mass marketing but instead advertises only in the very premium segment so that it can pull its target market towards the brand.
- 7. Slogans- A Memorablejourney • “Vorsprung Durch Technik” – Progress through technology • Keeping Ahead Through Technology • “Everyone Dreams of an Audi” • “Never Follow” • “Following Your Own Rules. Audi A6”
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- 14. 2- Direct Marketing •Audi is offering a very special surrounding for its consumers to make them feeling good in all the way of purchasing their new expectative cars. After stepped in the Customer Centre, consumers will be welcomed by Audi Company's staffs and they will consult with the consumer to plan their schedule for the day according to the objective they want to do. The schedule will be included a highlight activities, factory tour. • Another activity is visit to Audi shop and Audi museum shop. Audi shop include top-quality branded goods and up market lifestyle articles. In the Audi museum shop you are able to browse all the attractive tradition collection and a range of model historical cars are stored in it. • Audi is a active sponsors of various sporting events around the world like tournaments of football, ice hockey, basketball, golf
- 16. 3- Internet Marketing •Audi has brought us some unforgettable campaigns including “The Art of the Heist,” an interactive transmedia reality game created to promote the Audi A3. The game generated a great deal of international attention and countless individuals got involved to help solve the mystery of the missing A3. This was one of the largest and most experiential advertising campaigns ever executed, with immense success. • Audi has created countless videos and uploaded them onto its YouTube channel, with immense success, simultaneously promoting on facebook, Instagram, Snapchat as well. • Audi update application is created to generate brand and product awareness among potential consumers. • Audi has introduced digital showrooms “Audi cities” in which consumer can experience the virtual world of Audi in 3D.
- 18. 4- Sales Promotion •There is a sales promotion conducted by Audi Company is called as "Happy Anniversary" and "Happy Oktoberfest". This program is available for all the range of the Audi owners. • Audi allow all of its Consumers to test-drive an Audi of their choice to discover which Audi are suitable for them. • Company provides different cars at lower rates of lease and finance to satisfy consumers .
- 20. 5- Public Relations •Audi organizes the INI and HIN events, which serve as an education forum for everyone, and focus on the youth which are talented and interested in the promotion of technologies. • The Audi Urban Future Initiative, founded in 2010, seeks intelligent ideas for the mobility of tomorrow. It is a global forum that brings together experts from diverse cultures and disciplines. The Audi Urban Future Award is a central component of the initiative. The prize for Germany’s most highly endowed architecture competition is now awarded every two years. • Team events for employees, such as the Audi Volunteer Days, activities such as “Autumn: A Time to Give” and the “startsocial” project offer employees a chance to contribute personally for betterment of community.