The basic idea behind the "Q-Power" programme is a broad-based qualification offensive for the retail sector. The aim is to enable the Audi partner to significantly better exploit the sales potential in its local market and at the same time improve customer loyalty. In essence, the objective is to advise the partner on its local marketing, to develop a local marketing concept together with the partner and to accompany its implementation. The consulting of the dealer management on site is supported by standardized tools (e.g. local potential analysis, media analysis, Marketing and Sales planning, CRM). Another important objective is the creation of structures and foundations for the future marketing of retail operations.
Overall, the participating dealerships clearly showed a positive development in terms of conquest, vehicle sales and customer loyalty. At the same time, a more professional approach to local market development was achieved, together with more efficient use of the marketing budgets.
E.ON Metering GmbH has bundled the expertise of the E.ON Group in the area of Smart Metering - as an innovation driver, as an information hub for
bundling visions and experience, and as a service provider for future-proof energy management.
The task of Leitwerk was to accompany and support the market launch of E.ON Metering - from the positioning of the company in the competitive environment to developing its corporate communication, differentiating it from the competition and boosting its presence in all communication media, such as advertisements, brochures, sales folders and factsheets. In addition, we developed a sales tool that supports the sales organization very effectively in day-to-day business.
Retail partners in the automotive sector do not usually carry out own systematic local marketing analysis. As a result, strengths, weaknesses and potentials in the local competitive environment are unknown, the basis for decision making in planning of local marketing measures is missing and the evaluation of success is not carried out.
The aim of the dealer-related benchmarking projects is, therefore, to derive strength-weakness profiles of the trading partners by comparison with their strongest local competitors and to identify a need for action in market awareness, image, customer acquisition and customer loyalty.
Based on our insights, targeted measures in the areas of marketing planning, media selection, sales management, offering or service quality, resulted in clear improvements in sales and market exploitation. At the same time, the acquisition effort per vehicle sold was reduced, for example by increasing the effectiveness of the advertising budgets used.
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