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Audi case study
- 1. Greatness starts , when youdon’t stop.
- 2. ESTABLISHMENT • In 1899August Horch started August Horch & Cie. • Horch had previously worked with Carl Benz. • In 1909 Horch left the company and immediately set up a second car venture “AUDI” . • Audi was internationally known due to the Austrian Alpine Runs between 1911 & 1914.
- 5. IT HAS DONESOMETHING MORETHAN INNOVATION MAKING ITSELF GREAT BY STICKING TO IT’S MISSION STATEMENT “ PROGRESSTHROUGHTECHNOLOGY”
- 6. FROM QUATTRO FOUR WHEEL DRIVE FIRSTHYBRID VEHICLES
- 7. A WHOLE NEWCONCEPT OFVIRTUAL EXPERIENCE IN LONDON , BEIJING & BERLIN
- 8.
- 9. Average selling priceof an Audi is still lower than an average selling price of a BMW New entrants with environmentally sustainable cars likeTESLA – Potential Competitors
- 11. WE NEED ANACTION PLAN • BUILDING LOYALTY • BRAND COMMUNITIES • CULTIVATING CUSTOMER RELATIONSHIPS Customer Empowerment Customer Recommendations CustomerComplaints
- 14. WHY ? They cancustomize market offerings , services , programs , messages and media. THUS , ITS ESSENTIALTO HAVE MANY ‘CUSTOMERTOUCH POINTS’
- 15. Customers prefer tobe acknowledged individually . A personal touch can create miracles in establishing long ties with customers .
- 17. How important isit to invest in customer loyalty for cars , a product most people buy only every couple of years ? •To gain customer loyalty we need to gain satisfaction , service , quality and a good feedback from customer . • An achieved customer loyalty brings us : Repeat Business Greater Volume Cross-selling Opportunities ProtectsYou From the Competitions Word-of-Mouth Marketing Benefit of the Doubt
- 18. Estimation of lifetimevalue of an Audi customer . • The lifetime value (LTV) of your customer is loosely defined as the net money a customer contributes over their life as a customer. • Lest roughly assume that Audi profit per vehicle is $6000 . On average a customer purchase car after every 5 years and in life time purchases 10 cars so profit from a customer will be $60000 so at 15% of discount rate the NPV will be CLV for an Audi.
- 19. What measures shouldAudi take to build long term loyalty relationships ? • Build best communication means with customer . •Try to follow each customer needs & expectation & make relevent promotion and communication with customers . • Design a comprehensive , point-by-point marketing & communication plan for each of the customer profiles Audi have made . • By designing a communication & marketing strategy to keep customers coming back again & again .
- 21. DISCLAIMER CREATED BY SWARANGCHANDWASKAR , NIT SURAT DURING MARKETING MANAGEMENT INTERNSHIP UNDER PROFESSOR SAMEER MATHUR , IIM LUCKNOW