Friendly Competition?
February 3rd, 2011 • Marketing Insights
So when I first read about competitive intelligence in the marketing book, I was intrigued to learn the drastic measures a firm would go through to learn about their competitors. I instantaneously got to thinking about the ongoing competition between Audi and BMW. It seems that a lot of their ad campaigns are simply focused on attacking each other rather than promoting themselves. Is this really an effective way to communicate the value of your product?
This video from Audi shows exactly what I’m talking about. 
The video clearly takes a jab at BMW while showing very little about the Audi firm itself. Isn’t the marketing mix supposed to create, capture, deliver, and communicate value of YOUR OWN product? One could argue that it does that in comparison to another brand’s product, however Audi limits itself to just comparing it’s brand to another rather than the entire industry.
Audi is a huge firm. They hire top dog marketers to come up with these campaigns. I say they need to read chapter 2 again.