Presented by Angel Fion Neil Pita& Stephen FJU English Dept. Business Commnucation SWOT Analysis.
Audi - presented by SWOT Team
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Transcript of Audi - presented by SWOT Team
Jacob AbernathyDavid CanavanEverett Ching Hope Jordan
Krystal Plomatos Rachel StallworthChris TrumbullEvan Vosburgh
WHAT IS ONE THING THAT THIS WILL ACHIEVE?
WHAT DID WE DO? • Learned to Love Driving
• Blogs & Forums Tracking (Fourtitude.com AutoSpies.com BMWBlog.com
• A Day in the Life of a Millennial Car Buyer
• Raced on Richmond International Raceway
• Learned what to love about Audi
• Audi Q5 Driving Experience in D.C
• Annual Report
• Interview with Economic Automotive Expert
• Learn why Audi Drivers Love Audi
• 93 Surveys
• Audi "Love Letter" Interviews
• Man On Street Interviews with Millennials
FOUR TRUTHSMillennialsAudi OwnersU.S.A.’s PerceptionWorld’s Perception
“Audi is Western Europe’s Best Selling Luxury Brand in January”
-Autoguide.com
“Audi A4 Trumps BMW 3 Series as Best Selling Premium Car in Germany”
-Autoguide.com
“Audi is the #1 Selling Luxury Car in China”
-Scott Keough, VP of Marketing
“Audi overtook its premium competitors for new-vehicle registrations in Western Europe”
-Audi Nation Wide.co.uk
FOUR TRUTHSMillennialsAudi OwnersU.S.A.’s Perception
Surge inworldwidepreference
World’s Perception
FOUR TRUTHS
MillennialsAudi OwnersU.S.A.’s PerceptionWorld’s Perception
Surge inworldwidepreference
Lack ofAwareness
HOW DID THEY CHOOSE?
“Audi is for people that want a nice car, but don’t want to drive whateveryone else has, like a 3 Series.”
- Mark Magnani, Grad Student A4
“When I drove a Mercedes, everyone was always staring at me- it was awkward. I love that Audi is a good car that’s not obnoxious.”
- Gwen Taylor, Boutique Owner, A6
“At the end of the day, BMW and Audi are the same car, but I really don’t like what’s attached to being a BMW driver.”
- Kennah Harcum, Graphic Designer at VMFA, TT
From:
Running from other brands
To:
Running to Audi
FOUR TRUTHSMillennialsAudi OwnersU.S.A.’s PerceptionWorld’s Perception
Surge in worldwidepreference
Lack of Awareness
Choosing Audi
by default
22-29 year-olds with Individual Income of $60K+
Noveau Money MillennialsNoVoMo
WHY THE NoVoMo?
• 2 Million
• They’re Qualified to Buy Now
• They’re in the Market
Source: Simmons Winter 2008
MORE THAN THEY SLEEP
Average of 8.5 Hours a Day Spent on Screens
Source: PSFK & Council for Research Excellence
THEIR LUXURY CONSIDERATION SET
TAKE BMW HEAD ON
LOVE TO SHOW WHAT YOU KNOW
knowledge is social currency
IT’S OK TO KNOWNOTHING
ABOUT CARS
FOUR TRUTHSMillennialsAudi OwnersU.S.A.’s PerceptionWorld’s Perception
Surge inworldwidepreference
Lack of Awareness
Choosing Audi
by default
Ok to know nothing
about cars
AUDI IS NOW
THE GERMAN’S #1 LUXURY CHOICE
Source: Simpson Carpenter Market Research Institute 2009
WHAT THE CREATIVEWILL ACHIEVE
• Short Term: Become a part of pop culture
• Long Term: Solidify Audi’s presence in the Tier 1 category in Millennials’ minds.
HOW WILL IT SPREAD?
WHY WE KNOW THIS WILL WORK
• Ownable
• Go where they go
• Stars Have Aligned
Budget Allocation
Site Production & HostingPSA ProductioniPhone App DevelopmentHulu/Network Sites Media Placement
Return On AttentionROA is the new ROI
• Pre-Post Brand Awareness
• Online Metrics - Pop Culture Footprint
• Track - Dealership Foot Traffic
RECAP
• Plan: Take BMW head on.
• Reason to Believe: Audi is the German’s Favorite Car and they’re considered the world’s experts on driving.
• Goals:
• Short Term: Become a part of pop culture
• Long Term: Solidify Audi’s presence in the Tier 1 category in Millennials’ minds.
Danke Schön!