The Company needs to create local community interaction with the people in India to create meaningful interaction with the brand. To increase the value of the brand, there must be integrated marketing communication that is designed to connect with the people both in the online and offline promotions.
It has been determined that in the Indian market the people look for quality of the brand and depend on the recommendations from the peers to make estimation about a particular brand. By developing marketing promotions based on the word of mouth marketing and focussing on the local promotions or community development, there would be positive brand image garnered for the product. The company needs to foster the existing ideology that the brand is of superior quality products and ensure that they care about the people in the community. The target audience wants to buy from a brand that would address the quality and also ensure that the community is benefitted in this paradigm.
Audi’s unique value proposition is to focus on the luxury brand and superior German Manufacturing. By driving this car, the consumer social value is elevated and there is a sense of pride in ownership of Audi. The company’s current presence does not fully utilize these characteristics. They are not communicated effectively to the target consumers. They have built a brand value based on its uniqueness and premium quality. This tends to alienate the consumer base as it is misconstrued to be a very exclusive brand that is not accessible to the public. This exclusivity can tend to alienate the target audience. The target audience wants a brand that is more meaningful and individually meet their needs.