Chapter 2 : Strategic Planning for Competitive Advantage

Since 2008, Audi’s marketing objectives have been to increase brand awareness and sales in a down economy, taking advantage of the fact that most marketers cut back on marketing during a recession. To do this, Audi has used several unorthodox viral marketing campaigns worldwide. These include the Stolen Audi miniseries TV and YouTube video spots and Meet the Beckers videos aimed at Audi’s competition. Both campaigns were instant hits online and offline. Viral marketing works for Audi because it is perceived to be unorthodox which matches Audi’s brand position in the marketplace. The viral marketing campaigns have succeeded to slow declining market share compared to other car brands in the current recession and have actually increased Audi’s brand awareness over its competition

Audi is launching the new A6 in the United States in late 2012. This marketing plan is designed to create awareness and impact around the A6 launch also to increase the market share by selling new cars. With this campaign, Audi will focus on affecting the target audience, driving quality user generated content, leveraging social media platforms and having a high impact launch that will generate buzz around “Audi Envy” The creative and media strategy is designed to position A6 as the most modern, innovative and luxury product in the marketplace. Media budget part will provide A6 dominance especially in Q3 around product launch.

While others follow convention Audi leads the way. The revolutionary racing innovating technologies on the track, breaking new grounds with advanced engines that produce more horsepower with smaller displacement. Pioneering S tronic transmissions that shift instantly, transferring power in a few hundredths of a second, adding new dimensions to the quatro all wheel drive boosting grip and control. Advancing Audi ultra lightweight technology to make the cars responsive and agile and efficient.

Their newest model the R8, provides the surefooted traction a super car needs while the Audi magnetic ride and the stability enhancing ASF aluminum space frame contributes to the feeling that your connected to the road.

The revolutionary ASF aluminum space frame reduces the vehicles weight and provides extremely rigid cases that help increase stability and enhances its performance.