The brand positioning led 2012 is fairly new, so in the minds of prospective buyers, Audi was not c

This is not a decision related to the crisis, but the current product. Overall, the end of 2009, the brand has reduced its budget by 15% on average. However, we completed the largest country pub of the year ( 8.3 million), called Efficiency, based on a multi-disciplinary campaign and to highlight the technological innovations of the brand. The direct marketing aspect of the campaign has sent mailings paper with a target of 210,000 prospects and clients, individuals and businesses, with the following led 2012 breakdown: 150 000 individuals (target file AAA buyers Audi A3, Audi A4 Audi A6 consists of 90% of prospects and customers 10%) and 60,000 in B to B, with SMEs. At the heart of the information system, the website Audi.fr, including dressing and home page was redesigned to Efficiency colors. Our overall strategy is based on advertising communication campaigns launch and image. We only use the tactical campaigns (display and press) in cases of extreme need, unlike our two main competitors, BMW and Mercedes. Audi spends about 30 million euros per year in the presence of media.
We have reversed the trend. Since my arrival in the marketing department there four years, we spend 60% of budget on horsmédias and 40% in media. led 2012 We have neglected the mass media for targeting. Our goal is to showcase the brand to selected customers. That is why we focus on brand ambassadors, VIP ... We have invested heavily this year in our customer loyalty program, Myaudi.fr, launched in 2007, through partnerships to offer dedicated content, services ... We produce events, sometimes paying with some loyal customers.
- This is, indeed, the premium brand of the group. Moreover, we are working on the same codes as luxury, namely scarcity, price and product positioning. We also work on the values of the brand: the avant-garde, sport and sophistication (in the sense of attention to detail). Whatever type of our campaign, marketing or direct marketing, we are guided by the omnipresent sense of detail, in connection with the qualities recognized for the brand. Some of our premium operations that make living a strong customer led 2012 experience, are reserved to the privileged few. We would like to establish a logical exclusive.
Clearly, our goal has focused in recent years on retention. Through the development of two offers. The first is available upon purchase of the vehicle. Whatever it is, a customer led 2012 enters the Myaudi.fr program after completing a submission form. Approximately 30,000 people are registered to date. And we have to mount the Audi club Excellency regarding the very upscale clientele. led 2012 Not less than 2 500 customers were contacted and 300 have already registered. They benefit from greater privileges led 2012 with operations dedicated exceptional. The next step of our marketing strategy is oriented towards the conquest, with the recent launch last month of Mynextaudi.fr a tool of pure exploration. This is dedicated to the future client platform. We have a very efficient through our events scoring led 2012 system, but once the information collected, we send them to our network of dealers so they take over a business perspective. However, as all dealers are independent, it does not allow a seamless deployment. With Mynextaudi.fr we will collect much more information on customers and their tastes through a system configuration vehicle pushed enough. This will be the link between the concession and marketing service through a unified database. So we can make more targeted offers led 2012 and support the network in its customer knowledge.
The brand positioning led 2012 is fairly new, so in the minds of prospective buyers, Audi was not clearly identified as a premium brand. For a long time we were a pass mark. Indeed, customers came here via an entry-level model to access the premium, but then above a certain level of investment they spent in our two direct competitors. Today, in terms of image index, we are at the same level as Mercedes or BMW. For proof, our customers continue to evolve with the brand. In parallel, our range is enriched with many new models. Another point that has played against led 2012 us, the status of our dealer network. Because they are independent, we lose control of the customer history. And this constitutes a disability led 2012 under a retention strategy. Today however, the data base of Audi F