how the marketing agency tried to re-position Audi in the chinses
Assignment is on Marketing for a change: i have chosen Audi as my company, I found a youtube link of negative marketing about the Chinese car resale advertisement campaign “Chinese wedding (URL is given below).
And we need to speak about how it had affected the brand and society.
1. About the luxury car segment in the china market and Audi’s market share.
2. About the Audi marketing campaign going wrong “Chinese wedding commercial “and its brand delusion because of such a commercial (Conduct a Situation Analysis on the commercial)
3. how the marketing agency tried to re-position Audi in the chinses market as the Chinese market is the major market for the company and they have the production unit also (cause marketing) and how is the target market audience different in the west and in the east.
4. During this period how did the other luxury car market try to capture the Chinese market?
5. Conclusion “What should have been done by the Audi company instead of Chinese wedding commercial they should have done a campaign like this(https://www.youtube.com/watch?v=1fi1eOJ7CAU).
Please use any one of the following theory while explaining the campaign :
1. The Ecological Model
2. The Behavioral Economics Framework and Nudge Tactics
3. The Science of Habit Framework
4. The Hierarchy of Effects Model
5. The Exchange Theory
6. The Community Readiness Model
7. The Community-Based Prevention Marketing
8. The Carrots, Sticks, and Promises Framework
YouTube link of Chinese wedding commercial: https://www.youtube.com/watch?v=UEKgxwBfw_c
Reading on the marketing for a change:
Saunders, S, Barrington, D & Srigharan, S (2015). Redefining social marketing: beyond behavioral change. Journal of Social Marketing. Available from: https://www.researchgate.net/publication/264862256_Redefining_social_marketing_Beyond_behavioural_change
Fazli-Salehi, Torres & Zuniga (2019). Customer, corporation and cause: a comprehensive model of cause selection in cause-related marketing. Journal of Relationship Marketing, vol. 18(3), pp. 173-195.
HBR Case: Organic Wellness: Influencing Consumer Decisions via Cause Marketing