VIDEO ANALYSIS

SUBMITTED BY :- SUBMITTED TO -

GROUP -8

Yatin sudan-2020982078

Atul gaur- 2020982082

Gurveen singh-2020982083

Siddhant-2020984022

Ishan-2020982059
 INTRODUCTION
Audi AG (German: [ˈaʊ̯di ʔaːˈɡeː] ( listen)) (commonly referred to as Audi) is
a German automotive manufacturer of luxury vehicles headquartered
in Ingolstadt, Bavaria, Germany. As a subsidiary of its parent company,
the Volkswagen Group, Audi produces vehicles in nine production facilities
worldwide.
The origins of the company are complex, going back to the early 20th century and
the initial enterprises (Horch and the Audiwerke) founded by engineer August Horch;
and two other manufacturers (DKW and Wanderer), leading to the foundation of Auto
Union in 1932. The modern era of Audi essentially began in the 1960s when Auto
Union was acquired by Volkswagen from Daimler-Benz.[10] After relaunching the Audi
brand with the 1965 introduction of the Audi F103 series, Volkswagen merged Auto
Union with NSU Motorenwerke in 1969, thus creating the present-day form of the
company.
The company name is based on the Latin translation of the surname of the
founder, August Horch. Horch, meaning "listen" in German, becomes audi in Latin.
The four rings of the Audi logo each represent one of four car companies that
banded together to create Audi's predecessor company, Auto Union. Audi's slogan
is Vorsprung durch Technik, meaning "Being Ahead through Technology". [11] Audi,
along with fellow German marques BMW and Mercedes-Benz, is among the best-
selling luxury automobile brands in the world.

We will discuss in this about:-

 Audi’s current situation
 What digital can achieve
 Digital strategies to improve customer experience.
 MISSION
Audi mission statement is “consistently Audi.” The statement shows that there is a
unique way of running the business at Audi. In fact, this company has mastered an
art that has positioned it at the top in the sector. The mission statement by Audi has
this feature.
1. Consistency. The exceptionality of Audi comes down to the fact that this
company has a structured and systematic way of coming up with its automobile
designs. For years, Audi has awed its customers with the sleekness,
performance, and hardiness of the products that it showcases. The
consequence of this diligence and consistency has seen the value of its vehicles
shoot, ranking top among the best German make automobiles.

VISION
Audi vision statement is “Audi- the premium brand.” This statement is a reflection
of the ambitions of this corporation, which is to set a standard in the automobile
niche. The statement has the following components:
1. Premium brand
2. Impacting the globe
Ever since its early days, Audi has strived to out-win its competitors with its
exceptional designs. There is no doubt that it has succeeded in this purpose over the
years, considering the value and global reputation that it enjoys today.
 SITUATION

Audi tipped to become leading premium marquee in uk

 Outselling BMW in 11 countries across Europe
 Projected to overtake BMW in uk in 2012
 Move to higher prices and perceived value
 Brand perception of exclusivity, individuality and product excellence

HOWEVER
 Audi’s success has lead to apathy from dealerships- potentially leading to
poorer service and customer experiences.

What can digital help achieve?

Use digital channels to enrich customer experiences

 Gain competitive advantage by delivering excellent customer service
 Align human experience along with brand perception
 Reflect brand values across the customer journey.
 Use multiple platforms to communicate effectively.

Build relationships based on two –way dialogue

 Increase ability to capture discrete, often trivial, pieces of feedback and filter
through to front – desk sales and support.
 Allow customers to feedback in a variety of environments on multiple
platforms.
 Greater customer knowledge allows for the pos function to concentrate on
delivering excellent customer experiences.

Create brand loyalty and advocacy

By creating a fresh approach to generating repurchase and customer loyalty
 Encourage positive WOM to promote Audi centres
 More effectively convert interest to action – on initial and repeat purchase
 Engage customers in the development of customer experiences.
 DIGITAL STRATEGIES

Each of the following digital strategies are geared to …

 Increasing information flow
 Integrating within existing CRM systems to increase customer profiling 
 Improving feedback loops
 Establishing long-standing relationships between Audi and their customers 
 Making dealerships accountable 

1. Audi’s “service club” - people powered customer service

Customer service meets social networking - an online support network that

centralises sales support and service FAQs. Registered users can report a
problem, share an idea or join in existing conversations with Audi
representatives hosting, maintaining and replying to queries – see
getsatisfiaction.com

Site user groups

 Audi customers and brand representatives
How it works

 Customer login and make their comment

 Brand reps respond to comment 
 Users can watch/join existing conversations
 Personalised homepages for both customers and Audi reps, highlighting
conversations of interes
 Service questionnaires and opportunity for NPD research 
What will it achieve?

 Energise dealership support to solve customer issues 

 Increase human interaction between Audi brand and customers
 Support the customer experience throughout product ownership
 Create a ‘family-feel’ between Audi-owners 
 Appease customers who have received unsatisfactory levels of service –
increasing customer goodwill.

In addition Audi should also energise the dealership representatives to become

active on sites such as Yahoo! Answers, where alone more than 4,700 questions
have been posted about the brand.

2. Dealership desktop communication

Using a service similar to Sinkers, Google Gadgets, Yahoo! or Vista widgets
Audi can communicate direct-to-desktop with dealership representatives to
promote new offers, service plans, support arrangements, etc.

How it works?
 Software download – install to desktop
 User preferences 
 Alerts appear direct-to-desktop

Content formats

 Video , imagery ,sound , html and flash

 Messages

 Sales promotion
 Customer feedback
 Sales tools, guides and tips
 Customer surveys, research questionnaires

What will it achieve?

 Create personal relationships with Audi and front-desk sales

and support
 Allow for convenient receipt of service and support information 
 Cut through clutter of information sources to deliver important
information directly 
3. Service intranet
 Internal system combining CRM data with sales information to provide Audi
dealers with all the relevant and timely information they need to understand
Audi’s products and their customers. Resulting in a superior customer
experiences.

Content can include –

 Sales processes/routes’
 Model information 
 Existing customer information 
 Pricing guides, etc

What will it achieve? 

 Allows each dealership to offer uniformed customer service

 Easy access to product information 
 Ability to share customer information across the dealership network 
4. Mobile technologies
SMS service updates
Use of SMS gateway to deliver service and support updates to Audi
customers. Advising customers of service progress, check-out times and
providing greater levels of courtesy. 

SMS direct response

Display SMS short-codes within dealerships to allow users to feedback
immediately following their customer experience. Feedback can be keyword
filtered to allow Audi to relate it to the relevant dealership.
Colour zip-coding
Colour-codes representing the level of satisfaction the customer has
experienced on their visit to the dealership can be presented onsite – for
example three 'smiley faces' . The customer takes picture from their phone
of the relevant image to register their feedback.