Marketing Fundamentals Report: Audi A3 and A1 Case Study

This report provides a detailed analysis of the marketing strategies employed by Audi for its A3 and A1 car models. It begins with an overview of Audi's brand and the A3, discussing its features, target market, and marketing campaigns, including the 'Stay Uncompromise' theme and digital marketing strategies like video marketing on YouTube and Instagram engagement. The report then explores the Audi A1, detailing its launch strategies, segmentation, and positioning in the market, emphasizing its focus on urban working women. The analysis covers the use of integrated marketing activities, pre-launch events, and the car's features. The report also includes a 'Task B' section, which summarizes the key aspects of both cars, highlighting the use of STP marketing and the importance of a strong brand image for premium car manufacturers. The report concludes with a list of references, including books, journals, and online resources.

MARKETING
FUNDAMENTALS

Table of Contents
TASK A...........................................................................................................................................3
AUDI A3.....................................................................................................................................3
AUDI A1.....................................................................................................................................5
TASK B .........................................................................................................................................6
REFERENCES................................................................................................................................8

TASK A
AUDI A3
Audi is a German auto-mobile manufacturing company, which distributes luxurious cars
all around the world. Moreover, Audi is a member of Volkswagen group. The company was
established by August Horch in the year of 1969. Audi A3 is basically a small family as well as
sub-compact executive car which was manufactured in 1996. Moreover, the first two generations
of this car was based on ‘‘Volkswagen Group A’’ platform and the third generation of Audi A3
basically uses Volkswagen Group MQB platform. Originally the car was introduced in European
market. With sophisticated technology and innovative design Audi A3 is a perfect example of
progress through technology. Strategy adopted by Audi is that it basically makes use of process
in order to redefine itself for future. Moreover, it play an instrumental role to shape the
transformation in order to effectively head into the new age of mobility. Audi A3 is whole new
features, it has new driver assistance technology with newly designed headlights as well as tail-
lights. Furthermore, Audi A3 is a unique product within IHG A-segment. Company has made no
compromises and cut no corners while developing Audi A3. In order create awareness the
principle theme followed by Audi campaign was “Stay Uncompromise”. Audi A3 is positioned
for those consumers who actually want all premium features of sedan. A3 targetted cool and
young generation consumers.
Audi group is one of the most successful car manufacture under premium and super-car
segment. Moreover, despite challenging business environment, the company has increased its
delivery of Audi by approximately 11 percentages. Furthermore, making right people aware
about a particular brand is a big part of brand marketing. Under the case of Audi, the company
races itself ahead of Automotive industry with digital marketing strategic tool. In order
essentially market company's product into potential market it adopts several strategies which
successfully helps them to create brand awareness in minds of customers. A research proved
that Audi believes online videos are usually more attractive and effective than traditional
advertisements. Video marketing for auto-mobile industry is very accommodating. This is why

Audi posts several tons of high quality videos on YouTube in order to make customers aware
about each and every aspect of the brand's luxurious product. Thereafter, Audi also make use of
visual content in order to engage with its audience. Official Instagram account of Audi features
beautiful shots of company's vehicles at its best. The brand also regularly interactive posts.
Through these posts Audi not only proves why it's luxury brand, but it also keeps followers
engaged. Therefore, it can be concluded that in order to capture a sustainable share into the
potential market Audi elaborate each element of marketing mix in detail. Audi has a picture of
luxury brand and company's product are unique in every form. Furthermore, the respective
company make use of premium pricing has it provides luxury car.
The new and improved Audi A3 of this generation is more luxurious and more
technology advanced then never before. It is a sleek sedan which possesses luxury as well as
technology which is highly upgraded. Premium amenities of Audi A3 are includes soft touch
materials, upscale integrated features, luxurious leather seats with refined interior cabin.
However, customers are very well aware about Audi's overall product this because of the
promotional strategy which the brand as adopted. The four overlapping rings of Audi has created
a brand image in the mind of customers. The brand is actively involved in the sponsorship of
many sporting enterprises. Moreover, because of its premium brand image, the company do not
believe in mass marketing.

AUDI A1
Audi A1 is a supermini sized car which was launched by Audi in 2010 at Geneva Motor
Show. Furthermore, sales of initial three door A1 model started in Germany from August 2010
followed by United Kingdom in November 2010. In order to launch the Audi A1 into the
potential market the company followed integrated activities which includes online contest at pre-
launch event, outdoor teaser to tactical ground activity, press brief launch of the car and then
roadshow which includes test drive registrations and early bird promotions. Through these
activities, the customers are made aware.
Under the pre-launch event of Audi A1 the company's objective was to increase
visibility as well as awareness of A1 in order to create attention and interest of customers. Under
launch event brand invited leading media for presenting A1 to the world furthermore winner of
online contest was announced and proper photo shoot was done. Post launch event the adopted
commercial advertising in order to highlight each and every unique features of the car. After this
road show as well in store campaign was conducted by the company.
Illustration 1: Audi A3
Source: Audi A3 Sportback, 2019

Under UK market the launch of Audi A1 was a phenomenal success, it outperformed
every car launch during that time. Due A1 Audi lead above traditional prestige competition and
becomes the most prestige brand.
Marketing Analyses was conducted in order segment, target and make brand position into
the potential market. Under segmentation the brand segment on the basis of customer’s
behaviour as well as their attraction towards luxurious cars. Furthermore, the company for Audi
A1 aim at targeting urban working women between the age group of 30 to 50 who are young
professionals. In order to position itself in the market the company provides elegant, well
designed and compact luxurious cars around the world. Audi A1 inherit high technology and is
sold under emergent markets. A strong brand as well as positive image is the key to success for
premium car manufacturer around the world.
Audi A1 enlarged the company's footprint into small car segment. This is the youngest
and most affordable Audi car. In 2018 Audi A1 was the largest and most luxurious car which
was made possible due to MQB A0 platform of Volkswagen. The car offers three engine choices
which are: 30 TFSI, three cylinder unit with total capacity of 1.0 litre, four cylinder engine
switch 1.5 litre which have fuel saving cylinder with 35 TFSI and 200PS TFSI with 320 Nm of
torque this is the top model.
However, the company has enormously implemented several marketing strategy which
has helped the brand in generation vast amount of profitably. It takes several measures so that
they can regularly interact with the audience and attract them towards the brand. Audi mainly
promotes itself through sponsorship with auto-mobile races and brands, video games and others.

TASK B
The above mention blogs contains several factors related to the brand Audi and its two
the premium car which are Audi A3 and Audi A1. Audi is German used Auto-mobile
manufacturing company which primarily sales luxurious and expensive cars across the world.
However, the logo of Audi basically represents four ceiling rings which symbolizes four
manufactures. It is associated with Hork, DKW, wanderer and Audi itself. Initial ring from the
very left represents Audi.
This blog is basically written in order to attract audience and reach billions of people.
Furthermore, through this several opportunities are created that can help the brand Audi at
reaching new heights. Through this blog the customers will get ample of information which will
help them to know many factors of Audi as well as its two cars which are A3 and A1. The first
part of blog is related to Audi A3 which is launched in the market in three different generation.
Whereas huge amount of information was collected in order to each and every aspect related to
Audi A3. Main information collected regarding the features which Audi A3 have. Several
resources are carefully analysed in order to cover each important aspect under the blog. Proper
digital analyses was conducted in order to know the digital marketing strategic tools which Audi
Illustration 2: Audi A1
Source: 2019 Audi A1 Reviews Talk About Cheap Plastics, Noisy Cabin.

has adopted in order to make brand aware into the potential market. It basically make use
Instagram, YouTube and several social media sites. Through these strategies the potential
customers are attracted toward the brand.
Moreover, the second part covers Audi A3 which was launched by Audi in 2010. This is
the cheapest under the luxurious brand. Under this information is gathered in order know how
exactly the car A1 was launched by the company under several parts of the company. Audi
followed integrated activities in order to effectively launch company's product into the potential
market. Through these integrated approach the company was able to create brand awareness
around the world. Analyses was conducted in order to find out the several variants which the car
have. Moreover, it was analysed that target customers for Audi A1 is basically professional
women. The company makes use of STP marketing strategy in order to capture good market
share. Audi plan is to fight back with its competitors by introduction high performance cars
under the market so their overall profitably increases and company tends at attaining sustainable
share.
REFERENCES
Books & Journals
Berry, L.L., 2016. Revisiting “big ideas in services marketing” 30 years later. Journal of
Services Marketing. 30(1). pp.3-6.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.

Elshiewy, O., Guhl, D. and Boztug, Y., 2017. Multinomial logit models in marketing-from
fundamentals to state-of-the-art. Marketing ZFP. 39(3). pp.32-49.
Guido, G., Pichierri, M., Nataraajan, R. and Pino, G., 2016. Animated logos in mobile marketing
communications: The roles of logo movement directions and trajectories. Journal of
Business Research. 69(12). pp.6048-6057.
Jackson, G. and Ahuja, V., 2016. Dawn of the digital age and the evolution of the marketing
mix. Journal of Direct, Data and Digital Marketing Practice. 17(3). pp.170-186.
Mihai, A.L., 2015. The Sport Marketing Management Model. SEA–Practical Application of
Science. 3(08). pp.297-303.
Montini, T., Melchionna, M., Monai, M. and Fornasiero, P., 2016. Fundamentals and catalytic
applications of CeO2-based materials. Chemical reviews. 116(10). pp.5987-6041.
Online
Audi A3 Sportback. 2019. [Online]. Available
through:<https://www.audi-mediacenter.com/en/audi-a3-sportback-15>.
2019 Audi A1 Reviews Talk About Cheap Plastics, Noisy Cabin. 2019. [Online]. Available
through:<https://www.autoevolution.com/news/2019-audi-a1-reviews-talk-about-cheap-
plastics-noisy-cabin-130327.html>.