Audi A6 2012 Marketing Plan
1. EXECUTIVE SUMMARY
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.
2. SITUATIONAL ANALYSIS
Audi is a manufacturer of exquisite cars: attractive, sophisticated and technically perfect. The history of Audi is one of the most multi-faceted stories ever told in the history of the automobile in general. The Audi emblem with its four rings identifies one of Germany’s oldest-established automobile manufacturers. It symbolizes the union in 1932 of four previously independent motor-vehicle manufacturers: Audi, DKW, Horch and Wanderer. These companies form the roots of what is today AUDI AG. (Source: AudiUSA.com web site)
Audi was the winner of multiple awards in 2011:
• New Audi A6 won prestigious Eyes On Design Award at Detroit Auto Show 2011
• Audi Q7 was the winner of the Mid-size Premium SUV Comparison Test
U.S. Luxury Auto Marketplace:
Premium auto brands sold 119,405 vehicles in April 2011 in the United States. Seven luxury automakers held more than 7% market share in April. Mercedes-Benz led the way with 16%, down from 17% in March. Audi, BMW, and Cadillac all grew their portions of the premium market. Audi owned 8.39% of the overall market share in April 2011. (Source: Good Car Bad Car Blog, Luxury Auto Market Share in America - April 2011, May 5th 2011)
[pic]
External Factors:
After the 2009 - 2011 economic crisis in the U.S., economic conditions and the purchasing
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.
2. SITUATIONAL ANALYSIS
Audi is a manufacturer of exquisite cars: attractive, sophisticated and technically perfect. The history of Audi is one of the most multi-faceted stories ever told in the history of the automobile in general. The Audi emblem with its four rings identifies one of Germany’s oldest-established automobile manufacturers. It symbolizes the union in 1932 of four previously independent motor-vehicle manufacturers: Audi, DKW, Horch and Wanderer. These companies form the roots of what is today AUDI AG. (Source: AudiUSA.com web site)
Audi was the winner of multiple awards in 2011:
• New Audi A6 won prestigious Eyes On Design Award at Detroit Auto Show 2011
• Audi Q7 was the winner of the Mid-size Premium SUV Comparison Test
U.S. Luxury Auto Marketplace:
Premium auto brands sold 119,405 vehicles in April 2011 in the United States. Seven luxury automakers held more than 7% market share in April. Mercedes-Benz led the way with 16%, down from 17% in March. Audi, BMW, and Cadillac all grew their portions of the premium market. Audi owned 8.39% of the overall market share in April 2011. (Source: Good Car Bad Car Blog, Luxury Auto Market Share in America - April 2011, May 5th 2011)
[pic]
External Factors:
After the 2009 - 2011 economic crisis in the U.S., economic conditions and the purchasing