Essay on Positioning of Audi

1835 Words Mar 31st, 2011 8 Pages
Audi for more than eighty years now is trying to achieve to construct the perfect automobile for ultimate driving pleasure. In order to achieving this, the German automaker choose the way of trying to combine all possible competitive features of its competitors in to one car. This becomes visual by having a closer look at the advertisements and the positioning strategies that the four-ringed manufacturer is using. According to a commercial which has been added on You Tube August 2006 Audi combines the advantages of four well known automobile brands in its self. The commercial shows four empty key holding hooks on a wall which will be filled one after the other with the keys of Alfa Romeo, Mercedes, Volvo and BMW after asking the viewer the …show more content…
In stead of pointing out the advantages of Audi against the other competitors it picks on the stereotypes connected with the driver of the other auto vehicles. BMW is associated as a driver who drives crazy cutting of other cars, making insulting gestures, not caring about any responsibility on the road. The Mercedes owner is pictured as an old man with a young woman on its side driving with his wipers going and his blinker on. The couple sitting in the Lexus is represented as yuppies. According to the web site this commercial was created by Audi to letting us know that its consumers are normal people like you and me. It is to be decided if this was the most appropriate way of doing that. Another way could have bin to picture parents taking their kids to a summer camp or a couple driving to the movies. It’s also to be decided if doing such a comedic and sarcastic commercial won’t have any side effects on the reputation of the Company. This way of advertizing can make the brand look unserious and unappealing to some potential consumers. In the literature review I mentioned the article written by Debora Henken in which she mentions five priori steps to positioning which should be taken in consideration in order to position a product successfully. The first of these steps is to define the target consumer or the target market. In the situation of Audi it is not really obvious who or what the target market is.
Although Audi often tries to compare

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