Thursday, March 10, 2011

Positioning - Audi (Front Attack Strategy)

In my last blog post, I discussed the 5 Key Competitive Positioning Strategies. Here is a real-world example of a Front Attack positioning strategy.

Front Attack Strategy: A front attack strategy is a direct approach based on the customer's perception of your overwhelming superiority in solution, price or reputation.

Guidelines and Caveats

 • 3:1 advantage

• Requires size, speed or surprise

• Resource intensive

 • Blatant/obvious

• Most often used and easily defeated strategy

Real-World Example

Market: Luxury Cars
Key Players: BMW, Lexus, Audi, Ferrari, Porsche, Lamborghini, Aston Martin, etc.
Company Positioning: Audi
Campaign Name: The Spell
Positioning Strategy: Front Attack
Competitors Being Attacked: Ferrari, Lexus, BMW, Mercedes Benz
True Statement to Support Attack: "Audi is growing faster than BMW, Mercedes, and Lexus." - based on change in U.S market share from 2008 - 2009

Watch Audi's execution below of the positioning strategy - Front Attack

I really thought this positioning was strong and effective. Many of us don't buy a luxury car to be predictable, but you got to love how Audi positioned itself against its main competitors with that thought in mind.

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