marketing case study

Electronic Marketing
Case Study

1. What was the Audi A1’s targeted consumer group and what were the objectives of Audi´s ‘The Next Big Thing’ campaign?

Part 1
What was the Audi A1’s targeted consumer group?
The Audi A1’s targeted consumer group was urban and lifestyle-oriented youthful people are attracted by the A1´s (premium subcompact vehicle) by emotional design and its sporting driving experience.
This target group also needed to have a relatively high income, since the pricing strategy for the A1 included a price premium of 25% above the average price of cars in this segment.
In 2010 the Audi has been approach of addressing the consumers by emotions connected to the repositioning of the brand that is Audi A1 ‘The Next Big Thing’.

Part 2
What were the objectives of Audi´s ‘The Next Big Thing’ campaign?
The objectives of Audi’s ‘The Next Big Thing’ campaign is:
To create a strong awareness.
Desire for the new car resulting in at least 10000 pre-orders.
As well as winning 50% of buyers of competing companies as new Audi customers and loyal fans of the brand.
To reduce the cost for advertising per car by 30%.
To ideally position the new A1 against the MINI brand.

2. Why do companies such as Audi use testimonials as part of their marketing strategy, and why did Audi use Justin Timberlake for the A1´s ‘The Next Big Thing’ promotion?
Part 1
Why do companies such as Audi use testimonials as part of their marketing strategy?
The companies such as Audi use testimonials as part of their marketing strategy because to address the targeted group of new and younger potential customers by using digital infotainment such as television or internet – based programs.
Audi have strong in communication strategy and consumer marketing campaign, therefore, Audi used a cross-media approach that is printed adverts, TV spots and series of online films.

Part 2
Why did Audi use Justin Timberlake for the A1´s ‘The Next Big Thing’ promotion?
Audi use Justin Timberlake