mini case- audi

“Keeping Your

Customers Will Keep Your

Business Going.”

AudiVorsprung Durch Technik

What’s

Audi?Let’s “listen”

Mission

“We delight customers worldwide.”

Vision

Audi – a premium brand.

Why ?•Convincing

brand values.•Sportiness.•Permissiveness.•Superiority.

Objectives • Continuous

Growth• Superior Financial Growth.• Global Image Leader.• Attractive Employer Worldwide.

Marketing Mix

Product

Place Promotion

Price

Road to success…•Repositioning.•Convincing advertising.•Sponsorship.

Major factorInnovation

“The future starts today.”

Building Customer loyalty

• Qualitative services.• Customer

empowerment.• Analyzing customer

reviews.• Effective repositioning

after customer complaints.

Premium brand image

Stylish design and technology

Offers premium service

High corporate responsibility

Strengths

Low level of

awareness

Expensive

Stuck upNot so user-

friendly

Weaknesses

Opportunities• Target emerging

markets.

• Covering more geographical area.

• Innovate for mature markets.

Threats

• Limited markets.

• Threats in general to luxury cars.

• Risks of international markets.

How important is it to invest in customer loyalty for cars, a product most people buy only every couple of years?

• Customers will buy vehicles over and over again if loyalty is strengthened.

• If relationships are built strongly, it will become easy to sell to them in larger numbers, ultimately higher numbers mean greater sales.

• They trust you to provide quality products and customer service.

• More loyalty means more customers which leads to less competiton.

Try to estimate the lifetime value of an audi customer.

Worth $100,000 - $500,000

What measures should audi take to build long-term relationships?

• Provide excellent customer service process for customer contacts

• Create as customer relationships as possible.

• Increase market share.

• Select customers by segment.

• Audi reached customers and has been successful in building customer loyalty.

• It analyzed customers complaints.• Effectively transformed to serve

the customers needs.• Adopted new and effective

advertising strategies and sponsorships.

• Innovation leads to success - AUDI

Advancement through technology.

Thank you