Chapter 4 The Marketing Enviorment

 

The Marketing Environment for car companies is always extremely competitive. With people who can afford other luxury brands such as Mercedes Benz, BMW and Lexus, car companies like Audi have to find new innovative ways to grab that customer's attention and draw him away from  other car competition.  First they have to look at the kind of people they are trying to attract and what values these people possess and how does it fit into their lifestyle. People who want an Audi want a car that shows their style, wealth, that luxury brand but more importantly something that will satisfy them in the long run. Audi advertisements can be seen almost eveywhere , they are always being sponserded by the New York Yankees for example when you tune in to watch the yankees you will see behind home plate the Audi symbol, they are  in the newspaper, and TV commericals. In a TV commercial, they don't target their ads towards only the upper middle class but to the average person. Their commercials are mostly entertaining and funny , so it won't alienate anyone and appear as this car is only made for the rich  and also make them think, they cant afford this type of car because they don't have the luxurious life style as the upper class and won't be able to afford such a luxury car. For example, Audi recently released one of its newest commercials for its newest model the S8 the commercial was titled as the "Suspect". The main theme of this ad was bascially to show how a driver in his S8  and how he thought he was part of a bank robbery but wasn't as he was using his imagination. The whole purpose wasn't focusing on the the car but the inspiration the car gives its owner. The commercial made people laugh, and makes a consumer realize just how precious and luxurious the car really is and the attention it grabs. Audi got their point across without making it seem like a normal person can't afford to buy their cars. Instead they created a welcoming atmosphere into which regular people can afford their brand cars and look at other models if the specific one you want is to much. Audi creates these commercials and ads so that even if you can't afford a 100k car you can still walk into their dealership and look at something more affordable and towards your price range. This is all part of the marketing enviorment.