Marketing Communications Report

This report analyzes the marketing communication strategies employed by Audi for its A8 model. It examines the company's product range, marketing tools, and strategic communication plan, including the SOSTAC framework and push/pull/profile strategies. The report also discusses the effectiveness of marketing communication channels and strategies in international markets, along with a product life cycle management plan and budget considerations.

Marketing
Communications

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
(A) Brief description of company along with product range and their analysis..........................1
(B) Critical evaluation of marketing tools used by the Audi and their effectiveness..................1
(C) Strategic marketing communication plan with marketing theory and concept.....................4
(D) Marketing communication strategies with their effectiveness and development of plans....8
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing communication includes various techniques used by any individual or business
for communicating messages or information related to organisational products or services to the
end consumers (Blakeman, 2018). Promotional tools related to direct marketing, advertisements,
public relation and advertising are used by firms to build positive image in the mindset of various
clients in the competitive marketplace. For understanding the marketing communication
strategies, Audi is selected. The selected company is founded by August Horch in the year 1910
and having its headquarters located at Ingolstadt, Germany.
The present report includes brief description about the organisation along with product ranges,
appropriate method, tool along with communication theory. In addition, strategic marketing
communication plan as well as marketing communication strategies. Lastly, effectiveness of
marketing communication channels and strategies for international or multinational
organisations.
MAIN BODY
(A) Brief description of company along with product range and their analysis
Audi is a German Automotive manufacturer established by August Horch in the year
1910. The company headquarters are at Ingolstadt, Bavaria, Germany. The selected organisation
provides sustainable, customized as well as new models, innovation offerings along with
attractive services (Electronicmarket, 2019). It has wide range of product line such as Audi Q5,
Audi A3 convertible, Audi A8, Audi R8, Audi A4, Audi TT and so on. The business is
successfully operating its operations to meet the requirements and demands of various segments
in national or international market. The targetted segment of such firm is upper-middle class and
youngsters. By effectively satisfying the requirements and demands of clients it has build an
image and niche market for itself. Audi is among the best selling luxury international brands.
The managers of such business invests heavily in research and development activities for the
purpose of increasing satisfaction in the changing environment and meeting taste, preferences
of customers and attracting maximum clients.
(B) Critical evaluation of marketing tools used by the Audi and their effectiveness
Marketing tools are helpful in effectively promoting the organisational products and
services with the usage of promotional tools in suitable circumstances. Some of the marketing
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tools includes advertising, direct selling, sales promotion, public relations, product placements
and many more. These are helpful in providing information as well as increasing awareness
regarding the organisational products or services to the end customers. Usage of different
promotional strategies impacts the perception towards the brand in the eyes of clients. To build
long term image in competitive market it is very essential to adopt effective tools for promotions
in appropriate manner. Detailed description of marketing tools are as follows:
Advertising: This is one of the oldest as well as common marketing tool used by
managers to attract wide range of people. It is helpful in reaching to large audiences in limited
time period through different channels. Channels includes radio, television, hoarding,
newspapers and magazines. The cars of Audi are used in videos for displaying the features as
well as promoting the brand image (Doole and Lowe, 2012).
Direct marketing: Such tool is helpful in communicating directly with customers. Firm
uses catalogues, messages, brochures to provide information regarding the products or services.
The managers of Audi uses such tool to deliver information to their targetted customers. To cater
the information effectively for Audi A8, special surroundings are offered to customers to make
them comfortable at office premises and information related to many offers are provided through
catalogues, brochures as well as emails.
Sales promotion: This tool is helpful in promoting sales of business products as well as
services for the purpose of maximising sales through discounts, coupon and so on. The mangers
of selected company conducts various sales promotional activities such as “Happy Oktoberfest”
program for the owners of Audi A8. The marketers of chosen firm also provides test drive of
Audi as per customers choices to build loyalty and trusted relationships. Such strategy leads to
effectiveness by building trusted, loyal, long term relationships along with commitments from
potential customers.
Public relations: It includes the communication as well as relationships between
business and all customers. It helps in informing public related to new product through press
release, organising events, online websites. Audi planed and implemented various programs such
as Information Networking institute event for communicating detailed information of Audi A8
and used the helps of digital marketing to gain acceptance in international market. Such tool
helps in effectively gaining positive image from potential customers as well as building stronger
brand name in the world.
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Effectiveness of marketing communication tools using STP theory:
STP theory includes segmentation, targeting, positioning to communicate the right type
of audiences at right time in appropriate manner (Fill and Turnbull, 2016).
Segmentation: In such framework, the marketers of any entity divides the market into
homogeneous groups based on some basis such as geographic, demographic, behavioural,
psycho graphic values as well as beliefs.
 Geographic: Using such segmentation, marketers differ the segments as per regions,
areas, countries and climate.
 Demographic: As per the approach, segments are divided as per gender, income, age
and occupation.
 Behavioural: Segmentation is done by concerning response, behaviours, perception,
values and beliefs
 Psycho graphic: According to this, segmentation is done on the basis of social class,
personality characteristics, lifestyle, taste and behaviours.
As Audi is among the global brand which understands the values, rules of various
countries to market their cars. The brand segments its cars on the basis of behavioural and
psycho graphic factors.
Targetting: Such framework is related to breaking the segments to target different
groups in the market. It is used for focusing a particular audiences and producing products and
services to satisfy their need, demands and requirements. Audi targets the audiences from upper
middle class social groups along with executives and professional groups. Such groups helps in
making profits for the organisation.
Product positioning: Such element is related to position the image of brand in the
mindset of targetted audiences (Heimbach, Kostyra, and Hinz, 2015). It is the duty of marketers
to carefully understand the requirements of the clients and later uses effective marketing
communication tools to communicate information related to products or services to the
audiences. Audi has been positioned as luxury automotive manufacturers which provides
sustainable, attractive designs, comfortable and quality cars as per the targetted segment demand.
Some celebrities are also used for positioning Audi cars in the mind set of public in the
competitive market.
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Communication Theory: This theory deals with technology to transmit information
from firm till the end customers. The managers of Audi applies this framework to communicate
the relevant and important information with the targetted and potential customers. The elements
of such theory are the followings:
 Source: In this element effective message is produced which communicated with the
buyers.
 Message: it includes statements, information and concepts which are to be delivered to
end recipient. It can be in oral, written or visual form.
 Sender: Also known as encoder or transmitter for sending the message from one person
to multiple audiences. Every business spreads information related to the products to
potential buyers (Hooley, Nicouland and Pinrcy. 2011).
 Channel: Channel includes the path or medium through which chosen message is
delivered. Effective channels are used to deliver informations to the customers.
 Receiver: Receiver is responsible for decoding or extracting meaning of the message.
 Destination: destination is the end place or person for which information was created
and passed. The main destination of any business is the end customer.
 Feedback: Feedbacks are the response or reactions of the customers or recipients
towards the message or information of the organisation.
Audi marketers uses this theory to inform the audiences about the new product as well as
to understand the perception of customers and providing them required products to increase their
satisfaction for the purpose of achieving growth and profitability.
(C) Strategic marketing communication plan with marketing theory and concept
Strategic marketing communication plan: It is the planning that is used to generate
overall high profits by selling the number of products (SmartInsight, 2019). It helps to prepare
the plans for engaging in business activities towards products and services which is render to
customers. Moreover, it is an idea that helps to communicate the messages properly within the
organisation to its targeted customer audiences. Such as Audi company is planning to introduce
from a new product that is Audi A8. The manager of Audi company built a strategic marketing
communication plan that will inform to customer about new product and features which help to
attract the customers. This plan will help to take better decision in order to solve the problems
which relates to business activities and targetted audience. The manager of Audi uses SOSTAC
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model and push/ pull profile strategy to formulate the marketing communication plan for Audi
A8 that will helps to influence customers by its features. The description of various model is
followed by the company such as-
SOSTAC Frame work: This is marketing model established by PR smith in 1990. It
contains important elements like situation, objective, strategy, tactics, action and control. All the
elements helps to prepare the marketing plan which is used in marketing the Audi A8. Moreover
this model suggest how to solve the commercial situation which has chances to be arises during
business activities. The manager of Audi used this model in direct marketing, electronic
marketing and providing internet security that helps to develop business plan.
 Situation analysis: Most of the organisation starts its planning after identifying the
situation, that defines current business. Then it does industry analysis that is used to
review service, strength, weakness and resources in order to bring new product. The
analysis of different situation helps the manager of Audi to give important information
which relates to situation such as what they do, how they are and how to interact with
clients to sale the products through online marketing.
 Objective analysis: This is the essential element of any business that states what is the
object, what needs to do in order to achieve goals of organisation. Moreover, objective
analysis states that what kind of reputation company will achieve through business
actions (Hatem, 2011). The manager of Audi company has decided that they will launch
the Audi A8 that will helps to attract the customer. Its main object is to increase brand
image and productivity by providing innovative products and services. The objectives
should measurable by quantitative and qualitative analysis that helps to address the
relevant issues.
 Strategy: This involves planning that is used to achieve the business objectives in order
to solve the situation to accomplish the objectives. It also defines different segmentation
of the targetted market with the help of marketing plan. The manager Audi company
prepares a solid strategy to marketing the Audi A8 car that helps to provide information
to customer who are interested to get new products. Moreover, the manager focuses on
distinct segmentation to deliver the attractive Audi A8 car to customers. Moreover,
strategy helps to complete the object and crack the competition by making proper
planning.
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 Tactics: It considers actions which need to be carefully planning in order to achieve
objects. These are micro strategy that provides benefits of developing of techniques to
face the business problems and solve the critical situations. Such as manager are using
Email marketing, internet marketing and hoardings which helps to used to introduce from
Audi A8 with new features such as 2 diesel engine and 2 petrol engine. Moreover, it is
available with Automatic transmission that will helps to attract customer in order to
purchase Audi A8. Such features helps the enterprise to acquire a sustainable position in
the competitive market (Lantos, 2015).
 Action planning: At this phase, all the strategic planning and tactics needs to put in to
actions. This involves the implementation of planning in to actions in order to achieve
organisation goals. It helps to providing a high level of satisfaction by solving the
problems and misunderstanding. The manager provide enough training and skills to
employees that helps to provide clear information about products. Such as manager of
Audi company provide training top its employees that will helps to give information
about features and comfortability of Audi A8 car. Additionally, action planning help to
complete the task such as marketing of Audi A8 and increase the number of customer.
 Controlling: This is an important function of any business that need to be follow to run a
business effectively. It states the behaviour and control the excess risk which can be arise
while business activities. In other words, it helps to respond quickly on problems and
monitor the performance of organisation. It assures the action and decision which is taken
by the business concern are beneficial for the organisation. Such as manager of Audi has
decided to Audi A8 and they make strategic planning in order to built this products. The
manager, monitors and controls on overall performance of the company and launched
Audi A8 that helped to get high turn over with the help of strategic marketing plan.
Therefore, the management of Audi organisation built the marketing strategic plan for the
select product that is Audi A8. This industry adopts SOSTAC model to occupy the audience
towards selling the new cars. The manager analysis the situation cautiously to set the objectives
and makes planning how to interact with customer in order to marketing the product. Different
strategy such as internet marketing, email marketing and hoarding helps to market the products
and shows different features that influenced customers. And the last stage of development plan is
controlling that is used to control over the marketing actions and improve it in order to increase
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the interest of targetted audiences. The manager of Audi uses such concept to maintain effective
relationship with customers and solve their problems by providing important information to
select the Audi A8 car.
Push/ Pull/ Profile strategies: These are the strategies used in marketing communication
to communicate with the targetted and potential audiences for the purpose of promoting products
or services in the dynamic market (Liljander, Gummerus and Söderlund, 2015). The managers of
Audi uses all such strategies to build trusted as well as loyal relationships with segmented groups
by providing them information related to the Audi A8.
 Push strategies: Push strategy is used to force or push organisational products towards
audiences. Through this strategy, an entity can promote products with the help of
wholesalers along with retailers by pushing themselves to distribution mediums.
Managers of selected company uses such strategy to push the cars onto customers for
making them aware to purchase them. Information related to Audi A8 is pushed towards
loyal clients via general advertising and direct marketing.
 Pull strategies: Pull strategy is used to attract end customers by using effective
promotional tools and techniques. With the helps of this strategy, organisations
encourages communication to understand and supply products as per the customers
demand. The administrators applies pull strategy to satisfy demands of clients to achieve
profits by using various marketing tools. Such strategy helps the managers of Audi a8 to
draw the attention of market through promotional campaigns and search engine
optimisation.
 Profile strategies: Profile strategies are helpful in fulfilling as well as satisfying
corporate promotional objectives of any entity. It is useful in building reputations,
attitudes, perceptions, awareness and so on. The Audi manager adopts such strategy to
build relationships with stakeholders and Audi A8 owners. It is also helpful in
implementing directions to achieve plans and programmes.
Thus, these strategies are adopted by the Audi A8 managers to attract targetted and
potential audiences in multinational market by delivering relevant information related to the
product by using effective marketing channel for the purpose of building relationships as well as
brand image, achieving goals to maintain competitive positions.
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(D) Marketing communication strategies with their effectiveness and development of plans
Marketing communication strategies are the action plans used by the marketers to
reach targetted customers by using numerous communication tools. Such strategies are helpful in
delivering right messages at right time to audiences with right medium or channel for attainment
of higher sales. This strategy is fundamental towards goals as they are used by different
companies to formulate and implement different strategies to communicate information
regarding organisational products to divergent customers and market (Newman, Peck and
Wilhide, 2017). Managers of Audi formulates various strategies for Audi A8 by using following
stages to communicate or deliver relevant information in multinational market:
 Stage 1: Understanding target audience: it is very essential to understand the needs,
requirements of the specific audience before formulating any action plan. It will helpful
for the managers to analyse diversified environment for communicating the relevant and
required information at correct time period to right people in multinational market place.
 Stage 2: Defining unique selling prepositions: It can also be named as unique selling
points using successful advertisement campaigns to sell the products for the purpose of
increasing sales in the international market. There are various number of businesses and
all have unique criteria to cater products in dynamic market. The managers of Audi also
applies unique tactics to deliver Audi A8 to different customers across boundaries of the
nation.
 Stage 3: Ascertaining marketing communication mix: marketing communication mix
includes paths, channels or mediums to reach potential customers. Various methods to
interface with the targetted consumer group includes sponsorships, content marketing,
online advertising, corporate communication and so on. Marketing mix in communication
medium influences mindsets of clients. Marketers of chosen business ascertains and
determines various combinations to promote selected model of car in global market.
 Stage 4: Describing elements of brands: Branding is important element in the marketing
communication. It includes logo, brand name, slogans and packaging styles. It helps in
creating different image other than the rivals. It is the duty of analysts to frame logo,
slogans for the selected automotive manufacturer for promoting Audi A8 and other cars
in global market. Effective and different branding strategies helps in building image and
provide competitive position.
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 Stage 5: Defining success metrics: Success metrics are defined when marketing mix,
communication mediums and branding elements are clearly stated. Success of marketing
techniques are evaluated with the helps of measuring tools. Marketers helps Audi
managers to carefully define measurement tools for determining attainment of goals in
global market. Measurement tools brings accountability and accuracy in marketing
communication mix in dynamic scenarios.
 Stage 6: Execution: At such stage all the planned strategies and programmes are put into
actions. In this stage, execution of marketing strategies is done and results are measured.
If the results are not satisfactory, changes or modifications are done for the purpose of
attracting potential customers. The marketers of Audi implements the strategies into
actionable tasks for attaining sustainable position by attracting and retaining Audi A8 and
other model users in worldwide market.
Effectiveness of marketing communication channels and strategies in the international or
multinational organisations
Audi provides various models of luxury cars in the global market by using
communication along with distribution channels in appropriate manner (Pike, 2015). Usage of
channels in effective manner helps the managers to manage all the operations to perform
activities for achieving advantageous positions in worldwide market. Chosen business is one of
the leading business in auto mobile manufacturing industry. It has achieved extraordinary growth
as well as success by utilising the key resources, skills and capabilities in marketing
communication mix to deliver the informations in multinational market. Effective strategies are
used by organisations in international or multi national market to achieve higher sales results
along with changing perceptions of audiences towards the industry. Marketing communication
channels and strategies are effectively utilised by multinational firms for coordinating the
operations as per the changing trends, circumstances and situations for the purpose of
strengthening image of brands in the eyes of targetted customers. Effective communication
channels helps in delivering important information using marketing strategies for attaining
results in global world.
Product life cycle management plan
Product life cycle management plan involves success of strategies adopted in the
business procedures to handle products at all stages of its life. Four stages are involved in the
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product of any product such as introduction, growth, maturity and decline. All the products have
to pass from such stages (Rosengren, Modig and Dahlén, 2015). Effective management plan
helps in bringing various firms in any industry together for production of product for the purpose
of streamlining the activities with the goals to achieve profits. Using such tool, Audi managers
improves the quality of cars to increase productivity. The stages involved in the Audi A8 life
cycle are the following:
 Stage 1: Introduction: It is first stage where plans are made related to introduction as
well as development of product in the market. Using this stage, Audi A8 managers have
planned to launch the car by promotional techniques to increased sales.
 Stage 2: Growth: This is the stage where product is recognised in the market and sale has
begin to increase. At this stage, Audi A8 has established its position, sales increased and
profit margins are also increased.
 Stage 3: Maturity: At this stage, organisational products are reached at different
locations or to the targetted market. This stage involves a challenging time period to
sustain for longer period in global market for the manufacturers of Audi A8 as this car is
only able to attract few customers.
 Stage 4: Decline: At this phase, the product market starts declining as well as sometimes
extinct. When Audi A8 sales will decline, the managers will start doing some
modifications or will launch some other Audi model in the market.
How to set up an effective PLM:
Product Life cycle Management Plan will be effectively set up using such steps:
 Plan and strategize: It is very important to plan the goals and accordingly strategies are
formulated to achieve success. Audi managers plan the targets and frame strategies
regarding the production of cars and strategies to sell them. When the objectives,
strategies are set then they are put into actions using appropriate tools and techniques to
achieve the results (Rowley, 2016).
 Consolidating information: Organisational managers should gather all the relevant
information from every areas. This helps Audi managers to make huge investments in
research and development activities and distribution channels to convey information
regarding modifications or new launches as per the changing needs, demands,
requirements of customers.
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 Establishment of internal collaboration: When information is gathered from all sources
then instructions are delivered in all sections of the organisation. The Audi managers
provide instructions to different departments and collaborated them as one team for
performing further tasks together.
 Automate new information: in the production precess various changes or modifications
are done. Therefore selected business ensures flow of instructions and informations in
continuous manners to eliminate the hurdles and achieve efficiency in work.
 Linkage of product designs, manufacturing along with marketing: Proper
coordination among these three elements is necessary for Audi for the purpose of
introducing any changes made in the information related to the production (Hatem,
2011). Marketing helps in providing suggestions on the basis of customers reactions
towards the quality of cars.
 Establishment of external communications: External communication is done with the
suppliers as they performs the function of supplying informations from market to firms
and firms to customers. Audi managers have established effective relations with multiple
suppliers as to get updated information related to the changing demand of customers
towards the Audi A8 designs and textures.
Marketing spend budgets: It involves setting of budgets related to performances of
marketing activities in specified time limit. It is helpful to managers to control wastages along
with errors which affects profitability. Following are the steps to manage the budgets spendings:
 Setting goals: the main task of Audi executives is to set goals by considering current
position and future achievements.
 Planning: Prospective alternatives are evaluated by Audi managers to plan investments
in different models of cars and taking decisions for betterment of organisation.
 Implementation: Framed plans are implemented into actions to achieve results by
effective execution to control expenditures.
 Measuring progress: Results are monitored with the set standards to identify the
deviations and at the same time actions are taken to overcome them by the selected
business.
Pricing plan: Pricing plan includes procedures for estimating expectations and
perceptions of clients towards the prices of products or services. It is a plan to set the prices of
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the company products and services which are offered for sale. The prices of Audi cars are set
after carefully analysing the targetted customers perceptions and capacity to pay along with
examining the competitors pricing strategies. Prices are determined by assessing the direct and
indirect costs in the production of organisational products. It is the task of the production
manager to set margins as well as appropriate prices based on the values of products. They
makes sure that they decide the prices in such a manner that the costs involve in production are
covered (Doole and Lowe. 2012).
CONCLUSION
From the above report it can be concluded that marketing communication is helpful in
communication necessary informations to wide located customers. It is used for increasing
awareness regarding brand and products in the global market. It is a combination of advertising,
direct selling, public relations and sales promotions used by various organisations to attract large
segment of consumers. Construction of strategic marketing communication plan by using
SOSTAC framework, product life cycle management plan, marketing spending budgets and
pricing plans are helpful in achieving firms targets. Various marketing communication channels
along with strategies are adopted by international and multinational organisations for the purpose
of increasing growth as well as market share of organisations.
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REFERENCES
Books and Journals:
Blakeman, R. (2018). Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Doole, I.. & Lowe. r.. (2012). International marketing Strategy: Analysis, Development and
Implementation. Routledge.
Fill, C., & Turnbull, S. L. (2016). Marketing communications: brands, experiences and
participation. Pearson.
Heimbach, I., Kostyra, D. S., & Hinz, O. (2015). Marketing automation. Business & Information
Systems Engineering. 57(2). 129-133.
Hooley, G., Nicouland, B., & Pinrcy. N. (2011). Marketing Strategy and Competitive
Positioning. Routledge.
Hatem, G. (2011). International Journal of Online Marketing. 55(8). 661-662.
Lantos, G. P. (2015). Consumer behavior in action: Real-life applications for marketing
managers. Routledge.
Liljander, V., Gummerus, J., & Söderlund, M. (2015). Young consumers’ responses to suspected
covert and overt blog marketing. Internet Research. 25(4). 610-632.
Newman, T., Peck, J., & Wilhide, B. (2017). Social media in sport marketing. Routledge.
Pike, S. (2015). Destination marketing: essentials. Routledge.
Rosengren, S., Modig, E., & Dahlén, M. (2015). The value of ambient communication from a
consumer perspective. Journal of Marketing Communications. 21(1). 20-32.
Rowley, J. (2016). Information marketing. Routledge.
Taecharungroj, V. (2017). Starbucks’ marketing communications strategy on Twitter. Journal of
Marketing Communications. 23(6). 552-571.
Online:
SmartInsight. (2019). [Online]. Available through: <http://www.smartinsight.com/>
Electronicmarket. (2019). [Online]. Available through: <http://www.electronicmarket.org/>
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