Audi Case

Study Q1 and
Q2
Sophia, Thevvanesh,
Elizabeth, Ammar
Evolution of Audi
Maslow Hierarchy of Needs
Q1: Whether a product can
fulfil more than one needs.
Explain what type of need
fulfilled by an Audi’s Car.
Safety Needs
● Related to our needs to feel safe in life and also surrounding
● Example of safety needs are
○ Financial security
○ Health and wellness
○ Safety against accident
● To conclude, Audi car fulfill the need of safety needs where all the car are
equipped with high technology safety features
Audi safety technology
Audi safety background

● Invest so much in crash safety is one of the reason why it is expensive

● They have their own real life crash investigation unit
● Which investigate,analyse,and learn from real world accident,which they will
use it to improve their car in future in terms of safety
● Majority of audi car in the market is awarded 5 star ratings by American crash
testing agencies and european crash test agency euro NCAP
Audi safety features
● Turn assist - monitor traffic when turning and prevents driver from turning into
traffic
● Collision avoidance assist - identifies hazards and the safest escape route
● Night vision assist - thermal camera that can detect danger in the dark
● Audi pre sense - monitoring and detecting any potential dangers
● Vehicle exit assist - warns the driver if there are vehicle approaching when the door
are open
● Adaptive cruise assist - accelerates and brake to maintain the distance to the car in
front
● front ,side,overhead airbag
Esteem Needs
● Sense of personal value or esteem is derived from our desire for acceptance in society and social status.

● We all seek approval and validation on certain matters or things from our surroundings or social circle.

● Examples of esteem needs award & honours, choice of profession, academic and non-academic achievements, luxury product
and services, talent shows, promotion and increment and etc.

● Therefore, Audi car full fill the needs of esteem where people use it as a luxury product and gain a higher recognition in society
because not everyone can afford to buy an Audi since its expensive.
Luxury car recognition
High Performance
●From sports cars to SUVs, Audi prides itself on powerful engines and its iconic Quattro AWD.
●Mechanical and electronic activation as well as intelligent software and sensors monitoring steering
angle, traction, stability control, movement of the wheels.

Advanced Technology
●Riders benefit from features like Audi MMI infotainment, Bang & Olufsen audio systems, and advanced driver
assistance safety tech.
Riding in style
●Audi pairs minimalist interior design with high-end materials, so their rides always look and feel high-class.
Eye-catching exteriors
●Extra-light aluminium or rust-resistant galvanised metal are shaped into stunning exterior curves for both form and
function.
Conclusion

In Conclusion, the best two needs that describe Audi's case study is safety & self -esteem.
This is because psychological need describes more about necessary needs like food, water
and shelter whereas a car might be necessary but buying a luxury car like Audi is not
needed because not everyone can afford it. We just need a car to take us safely from point
A to B. Moreover, social needs refer to relationship needs and interpersonal relationships
like friendship, family, organisation or some kind of attachment which in this case Audi
would not make us feel a sense of belonging or emotional connections. Lastly, self-
actualization is referring to an individual's fulfilment in which a person must satisfy all
the preceding needs in the Maslow hierarchy to achieve this state. Therefore, Audi doesn’t
satisfy all the needs in the Maslow hierarchy.
 Q2: The use of influencer in
Social Media Marketing for Audi
Celebrities that uses Audi
Amplifies brand awareness
● Influencers with massive followers have the power to increase brand exposure and boost brand awareness. When an influencer
recommends or endorses your brand, their followers are likely to take notice.

● Recommendations coming from a trusted influencer are often considered authentic.

● Collaborating with influencers helps you attract their followers to your brand. It increases visibility to your brand and helps start
meaningful online conversations about it.

● Audi brand managed to climb to top 5 most selling luxury cars in India after Virat Kohli was endorsed as its brand ambassador in 2015.
● This can also be seen in other brands such as Daniele
Wellington. They collaborate with fashion influencer and
provide each influencer with a unique promo code to offer
discounts to their followers. This has lead to increase in
followers on their Instagram account. This method can also
measure the effectiveness of each influencer.
Precise targeting
● Identifying and targeting the right audience is a crucial part of every marketing strategy. Influencer marketing allows you to have deep
understanding of your customer. You just have to ensure that the influencer is relevant to your niche and their public persona aligns with
your brand’s image.

● For example, this can be seen within the royal family. The royal family members get a staggering 60% discount on all Audi cars via leasing
arrangement. Considering these royals often get photographed driving their cars, it’s clear that Audi is greatly benefiting from this
arrangement. This is because Audi is a luxury brand, hence its target audience is a group of people with high levels in society.
● This can also be seen in a podcast held by a famous influencer, Emma Chamberlain. Her viewers are mostly teens and young adults who strive for a
healthy lifestyle but struggle with fast paced environment. Door Dash, a company that operates an online food ordering and food delivery platform has
collaborated with Emma to promote their business. Door Dash are known for known for their healthy food and fast delivery. This strategy has helped
Door Dash to get youngster’s attention on their brand since they a which suits Emma’s lifestyle.
Improve search engine rankings
● Influencer marketing needs to be integrated into overall marketing strategy to
achieve efficient and effective marketing. It has the potential to improve your
website’s search engine rankings and expand your reach even further.

● Influencer marketing can drive more traffic to the business official website.
When your content gets shared, it helps you earn a number of high-quality and
authentic backlinks. For example, in Instagram there is a tool to share link to
the viewers which are often used by influencers.

● The quality of your content can also improve when you work with influencers.
All of these factors can help increase your search engine rankings and help you
grow your business.
Enhanced Credibility and Trust
The trust of the followers is the biggest power for the influencers. The trust is that enable them to develop loyal fan
communities.

The honest feedback shared by the influencer of the products or services, it is perceived as a genuine testimonial and its
strengthens the brands reputation and reinforces its credibility

Thus, collaborating with influencers helps you win the trust of their audience. In the long run, this is instrumental in
developing an army of loyal brand advocates. It increases brand awareness even further and ultimately helps you earn more
revenue.

The sharing of the driving experiences of an Audi car by the actor Tom Holland, reached million of his followers in the social
media. His interest to own the Audi and shared his feedback on it will make his million followers to genuinely trust his word.
Audi is his favourite car brand as he owns two-thirds of his collection.
Content Management
Collaborating with influencers helps to redefine the content strategy by giving a new perspective. It
acts as a breath of fresh air amidst the self-promotional content as they post it regularly.

In addition, content that features influencers is often seen as more authentic and trustworthy.

Influencers were challenged by Audi to increase awareness, desirability and test drive numbers of
their Q range SUVs. They devised a strategy that activated their influencers to promote the Q Range,
each with a unique passion point that aligns with their chosen model from cooking to parenthood,
entrepreneurship and snowboarding. They have created content across their social medias showing
how their Q series allows them to excel with their passion and giving genuine insight into how the car
fits into their lifestyle.
Content Management
Increased Conversions
Influencers have the power to drive more people towards the products. This is because
consumers trust the recommendations made by their favourite influencers.

As for the example, in India Audi became famous overnight during in 1985 as it won the world
championship in cricket, the passionate sport of the country as the team coach was awarded
an iconic Audi 100 for his winning performance. This event is fondly remembered in the
country even today. Thus, the famous celebrities in India own Audi as the brand has a greatly
influenced the people in India even today.
Increased Conversions
Conclusion
Influencer marketing is increasingly becoming a necessity for marketers. Collaborating with
influencers can help create online buzz about your brand. In addition, it can strengthen your
brand’s reputation, improve audience engagement, and increase conversions.

It is high time marketers and business owners recognize the importance of influencer
marketing and use it to their advantage. Instead of asking why influencer marketing is
important, marketers should focus on how to do it better.