To: Engineering and Marketing Team at Audi
From: Yue (Joy) Yu
Subject: Strategy for Audi
Dear Colleagues,
Recently, Volvo has achieved significant success in the marketing strategy of reengineering
its new S60 sedan. They created this sedan as an edgy lifestyle vehicle that targeted on
younger demographic. Partnering with mobile marketers AdMob (a division of Google
Inc.) and Mobtext, the reengineered frame and campaign resulted in a 20% sales growth
and Volvo sold 14,786 S60 models in the 2010 fiscal year.
The following statistics also showed the great success that Volvo achieved through their
marketing strategy:
240% growth in brand favorability
88% growth in purchase intent
78% growth in recommendation intent
11x the brand lift performance compared to average automotive advertisers
After analyzing the strategy that Volvo used for their new product, I think we should
modify our marketing strategy for Audi vehicle as well, capturing the younger audience
and involving more technology, such as mobile videos and rich media as our new
advertisement strategy.
Can we discuss this proposal during our next regular meeting? By then I should know how
soon I could get the equipment and software needed to make this proposal work
effectively.