This presentation describes the history and marketing strategies adopted by Audi to sustain its position in the market. It also shows through a case study that how important it is for an organization to have loyal customers.
Audi SUV’s ‘RS’ MODELS
Audi – R8 Sports Car
5. Body shells : Audi produces 100% galvanised cars
to prevent corrosion.
The full-body zinc coating has proved to be
very effective in preventing rust.
6. In 1972 & 1974 Audi led to the development of
inline- four engine families.
Fuel Stratified Injection : New models of the A3,
A4, A6 and A8 have Stratified Injection (FSI)
LED daytime running lights : Audi has implemented
white LED technology as daytime running lights
(DRL) in their products.
7. How Does Audi reach Deale
1. The car parts are manufactured in Germany.
2. Then, they are shipped to India as parts and
reach Aurangabad where the are finally
3. The cars are then transported through trucks
to the Dealers in Bangalore.
1. Advertisements in Paper, TV, Business Magazines.
2. Cars are displayed in the AUTOEXPO before they are launched into the
3. Audi conducts OFF ROAD rally's in metro cities to display the cars
Extreme Off Road features.
1. Customers are given special Audi Merchandises like Watches, Key chains,
2. The Salesmen are given 1% incentives if they are able to sell above
14. 1. Audi targets the market segment of luxury car buyers
in their 20s, 30s and 40s.
2. Capture younger Demographic by releasing more
3. Target multiple consumer segments
15. 1. Produces contemporary, high quality and high-
2. It makes use of the slogan "Progress through
Technology" to market its product.
3. "Sportiness" is one of the differentiating factor
16. 1. Audi makes use of Integrated Market
2. Happy Oktoberfest provide
opportunity to test drive a car of
their choice for free.
3. Promotes its cars in Magazines and
Films, Social Media.
17. 1. Attracts a lot of
buyers to its innovative
products given their
2. Determines price
19. In your opinion, how important is it to invest in
customer loyalty for cars, a product most
people buy only every couple of years ?
Customer Loyalty can be defined as customers continuing
to believe that one organization’s product/service offer
remains their best option.
Loyal customers stick around even when there is a
problem in the organisation.
The purchase is guaranteed by client periodically.
21. Created by Suhani N. Shrivastava, NIT GOA, during a
Marketing Internship by Prof Sameer Mathur, IIM