Published on May 9, 2009
Jacob Abernathy David Canavan Everett Ching Hope Jordan Krystal Plomatos Rachel Stallworth Chris Trumbull Evan 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 quot;Love Letterquot; Interviews • Man On Street Interviews with Millennials
FOUR TRUTHS Millennials World’s Perception U.S.A.’s Perception Audi Owners
“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 TRUTHS Millennials World’s Perception U.S.A.’s Perception Audi Owners Surge in worldwide preference
FOUR TRUTHS Millennials World’s Perception U.S.A.’s Perception Audi Owners Surge in Lack of worldwide Awareness preference
HOW DID THEY CHOOSE? “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 “Audi is for people that want a nice car, but don’t want to drive what everyone else has, like a 3 Series.” - Mark Magnani, Grad Student A4 “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
To: From: Running from other Running to Audi brands
FOUR TRUTHS Millennials World’s Perception U.S.A.’s Perception Audi Owners Surge in Lack of Choosing worldwide Audi Awareness preference by default
Noveau Money Millennials NoVoMo 22-29 year-olds with Individual Income of $60K+
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 KNOW NOTHING ABOUT CARS
FOUR TRUTHS Millennials World’s Perception U.S.A.’s Perception Audi Owners Surge in Ok to know Lack of Choosing worldwide nothing Audi Awareness preference about cars by default
AUDI IS NOW THE GERMAN’S #1 LUXURY CHOICE Source: Simpson Carpenter Market Research Institute 2009
WHAT THE CREATIVE WILL 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 & Hosting PSA Production iPhone App Development Hulu/Network Sites Media Placement
Return On Attention ROA 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.
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