Analysis of the Audi A3 Sportback
- The marketing mix
- The product policy
- Differentiation by product
- Analysis of the range
- The pricing policy
- The distribution policy
- Communication policy
- Strengths & Weaknesses
By creating Volkswagen or the "people's car", the group showed its ability to develop a model suited to a burgeoning demand. The Volkswagen AG, the fourth largest carmaker, sells seven brands: Volkswagen, Seat, Skoda, Bugatti, Bentley, Lamborghini and Audi. It has imposed itself on all market segments. It is also the first European automotive group with a turnover of 89 billion euros in 2004.
In the continuity of values transmitted by Volkswagen, Audi built its success on listening to the customer. Audi (Auto Union Deutsche Industrie), was founded in 1910, and proved to be a flagship brand of the group. It offers a diverse range of models that combines comfort, luxury, elegance and technology. In 2004, its market share (MDP) was 3.9%, thus competing with major brands such as BMW and Alpha Romeo.
A pioneer of compact premium, the Audi A3, had to win customers who were differentiated. Today, this model has been democratized in the French automotive landscape. Audi wants to expand its range to achieve a new type of consumer: young families who are concerned about their image and status. The marketing team has been asked to implement the strategy and optimize the launch of the new A3 Sportback.
The Audi A3 Sportback is a concept that is between different cars such as limousine, sedan, and the Family Compact. It has retained the clean and sporty lines, allowing it not to be equated with a standard family car. It positions the Audi A3 Sportback in the premium compact class. To be consistent with the general image of Audi, it will discuss a paper based on technology, innovation and elegance. Hence the slogan "Anticipate. The Audi A3 Sportback " short but significant. The slogan transcribed the dynamism of the vehicle, but also the innovative and future technologies.
To be in line with the pricing strategies of other vehicles of the brand, the company will adopt a hefty price tag, while remaining affordable to the heart of target, reflecting the quality and upscale image of the A3 Sportback that wants to be the most affordable in its class. It is a way to access a prestigious brand. Strategy alignment with the competition to maintain its premium positioning.
The launch of the Audi A3 Sportback was conducted in 2004. It was therefore placed in the context of the time to perform this analysis.
Since then Audi has set up several communications campaigns that distinguish good-quality vehicles than those of lower range.
Communication of the Audi A3 Sportback has not been approached in the same way that is approached in the folder. Indeed, little investment in advertising and communication has not really supported the failed product launch.
Five years after the launch, one sees that the Audi A3 Sportback does not have a very high visibility, and still has not imposed on the market.That's why acommunication strategy explained above is discussed in different ways.In this team, the marketing mix variables to consider as priorities are the product and communication.
Tags: Audi A3 Sportback launch, marketing, communication analysis