Marketing- My AUDI Presentation

Veraat Bharat
MARKETING MANAGEMENT
Prepared By: VERAAT.S.BHARAT KUNAL GAMBHIR
AUDI..
CONTENTS OF THIS PRESENTATION:
• Brief Introduction • 4 Ps of Marketing - • Product
• Price
• Promotion
• Place
hjj
AUDI is a Multi-national automobile company known for its
high-tech quality standard and high profit earning.
AUDI Aktiengesellschaft designs, engineers, manufactures and
distributes automobiles and motorcycles.
It oversees worldwide operations from its headquarters in
Ingolstadt, Bavaria, Germany.
Audi-branded vehicles produced in seven production facilities
worldwide.
The key people of the company-
 Rupert Stadler, Chairman of the Board of Management
 Wolfgang Egger, Head of Design
 Wolfgang Dürheimer, Head of Technical Development
AUDI AG has been a majority owned (99.55%) subsidiary of
Volkswagen Group.
The company name based on the surname of the founder,
August Horch. "Horch", meaning "listen", becomes "Audi"
when translated into Latin.
The four rings of the Audi logo each represent one of four
car companies, banded together to create the company.
Audi emblem symbolises the amalgamation of Audi with
DKW, Horch and Wanderer: the first ring from the left
represents Audi, the second represents DKW, third is Horch,
and the fourth and last ring Wanderer.
Audi's slogan is Vorsprung durch Technik, meaning
"Advancement through Technology".
Audi is part of the "German Big 3" luxury automakers, along
with BMW and Mercedes-Benz, which are the three best-
selling luxury automakers in the world.
SOME HISTORICAL FACTS
Birth of the Company and its Name
Originally, in 1885, automobile company Wanderer was
established, later becoming a branch of Audi AG.
On 14 November 1899, August Horch (1868–1951)
established the company A. Horch & Cie. in the Ehrenfeld
district of Cologne.
First Audi automobile, the Audi Type A 10/22 hp (16 kW)
Sport-Phaeton, produced in 1910 in Zwickau.
Audi started with a 2,612 cc inline-four engine model
followed by a 3,564 cc model, as well as 4,680 cc and 5,720 cc
models.
These cars were successful even in sporting events.
The first six-cylinder model, 4,655 cc appeared in 1924.
4 Ps of Marketing
Product Price Place Promotion
PRODUCT
Variety
Quality
Design Features
Brand name
Services
Features and Designs
For Audi, efficiency is the sum of a large number of individual
measures that combine to produce one major result – the
combination of :
 Low consumption
 Comfort
 Immense driving pleasure
Efficiency
technologies
 Body shells
• Audi produces 100% galvanised cars to prevent corrosion
• the first mass-market vehicle to do so
• Along with other precautionary measures, the full-body zinc coating
has proved to be very effective in preventing rust.
• the manufacturer to extend its original 10-year warranty against
corrosion perforation to currently 12 years
 Space frame
• An all-aluminium car brought forward by Audi, and in 1994 the
launched Audi A8 introduced aluminium space frame technology
 Layout
• Audi has usually engineered its more expensive cars with a
longitudinally front-mounted engine.
• this allows for the easy adoption of all-wheel drive.
 Engines
Motivation: the principle of efficiency.; Goal: more power
from less fuel.
• Steadily refining innovative engine technologies, they achieve
high compression ratios, efficient combustion processes and
optimum efficiency.
• That is what makes their engines what they are: very efficient
high-tech machines.
 Full LED Front headlights
Light in the dark isn’t unusual. But daylight is.
• All-LED headlights combine cutting-edge lighting technology
with contemporary lighting design
• Audi in 2006 implemented white LED technology as daytime running
lights (DRL) in their products.
• LEDs first introduced on the Audi S6, and since then spread
throughout the entire model range.
 Multi-media Interface
• Audi’s recently offering- a computerized control system for its
cars, called Multi Media Interface (MMI).
• It is a rotating control knob and 'segment' buttons – designed to
control all in-car entertainment devices (radio, CD changer,
iPod, TV tuner), satellite navigation, heating and ventilation,
and other car controls with a screen.
A1 A2 A3 A4 A5 A6 A7 A8 Q3 Q5 Q7 TT R8
INNOVATIVE MODELS UNLEACHED
Vorsprung Durch Technik:
Experience what we are doing today
to shape the future.
A1
A1 Sportsback
A3
A3 SPORTSBACK
A4
A5
A5
A7
AUDI RS7 SPORTSBACK
A8
PRICE
List price
Discounts
Allowances
payment period,
Payment period
Credit terms
Pricing of a product is a big determinant of
how the market responds to the product.
Factors that affect the pricing of Audi car include;
• Costs; the company will be obliged to cover the costs
in order to make profits. For instance, making and
testing Audi car is quite expensive, hence it’s high
pricing.
• Demand in the target market
• Competitors pricing
SOME MODELS AND THEIR PRICES
Audi A1
Audi A1 price in India:
Rs.18,00,000
Audi A3
Audi
A3
Audi A3 Price in India: Rs.24,00,000
Audi A5 Price in India: Rs.38,00,000
Audi A5
Audi A6 Price in India:
Rs.37,64,000- Rs.47,00,000
Audi A6
Audi A7 Prices in India:
Rs.76,00,000- Rs.84,00,000
Audi A8 Price in India:
Rs.1,26,56,000
Audi Q5 Price in India:
Rs.38,94,000- Rs.44,94,000
A7
A8
Audi Q7 Prices in India:
Rs.66,56,000
Audi RS5 Prices in India:
Rs1,15,32,000 – Rs1,47,00,000
Audi RS8 Prices in India:
Rs75,00,000
Audi Q7
Audi RS5 Audi RS8
 Credit Terms
Audi Finance- Finance
• Offers the ultimate in purchasing solutions to finance your Audi.
• At the end of contract the solutions can be tailored to suit your cash
flow, business and lifestyle requirements.
• Guarantee that the interest rate and repayments are fixed for the
duration of the contract.
Audi Finance- Benefits
committed to meeting the needs of Audi customers
The following benefits are:
• Case by case approvals
• Fast approval times
• Easy repayment options
• No account keeping fee
• Solution for all types of customers
• Choice of term
• Customer rewards and special offers
• Reliability
PLACE
Channels
Coverage
Assortment Location
Inventory
Transport
Place refers to the location of the business, and how reachable
it is to the customers (Londre), or the channel of distribution.
Audi is a company that is well established in the global
market, thus needs no big expansion into new markets.
 Audi has 7 manufacturing plants around the world.
 Audi's two principal assembly plants are:
• Ingolstadt, Opened by Auto Union in 1964, (A3, A4, A5, Q5)
• Neckarsulm, Acquired from NSU in 1969 (A6, A7, A8, R8 &
all RS variants)
PLACE
 Outside Germany, Audi produces vehicles at:
• Bratislava, Slovakia, shared with Volkswagen, SEAT, Škoda
and Porsche (Q7)
• Martorell, Catalonia, shared with SEAT and Volkswagen (Q3)
• Györ, Hungary, (TT and some A3 variants)
• Brussels, Belgium (A3 Cabriolet, A1)
PROMOTION
Advertising
Viral Marketing
Public relations
PROMOTION
Promotion refers to the communication regarding a
product so that customers are informed about it. It
is the creation of awareness (Londre).
• Audi is mostly promoted through advertisements
through the T.V, automobile magazines and billboards.
• This will eventually increase the sales since the
customers will have been informed about its features
and price.
Advertising Audi
 Used in racing
• Racing is the best way to show customers that your
car is better, faster etc.
Audi uses Viral Marketing
Audi using non-traditional selling methods
• Audi making use of Iphone by launching a free iPhone game, the
A4 Driving Challenge 2.0.
• Audi - the 1st automobile manufacturer to exploit the iPhone
applications, making credibility with scientifically inclined
customers.
 Meet the Beckers
• Another viral campaign latterly launched by Audi.
• Meet the Beckers, a web series about a wealthy family of Audi
owners.
• The series has two released episodes- highly sarcastic and
confidently pokes fun at Audi's competitors.
 Audi's Art of the Heist Campaign
• Campaigns employed to launch the A3 in 2005.
• Campaign started with a staged burglary at a Manhattan Audi
dealership.
 Audi TT Goes for a Swim
• In late 2007, Audi fixed up with Crossover magazine, a
magazine that mixes the sector of automobiles and fashion,
for a questionable photograph shoot in Britain.
1 de 34

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Marketing- My AUDI Presentation

  • 1. MARKETING MANAGEMENT Prepared By: VERAAT.S.BHARAT KUNAL GAMBHIR AUDI..
  • 2. CONTENTS OF THIS PRESENTATION: • Brief Introduction • 4 Ps of Marketing - • Product • Price • Promotion • Place
  • 3. hjj
  • 4. AUDI is a Multi-national automobile company known for its high-tech quality standard and high profit earning. AUDI Aktiengesellschaft designs, engineers, manufactures and distributes automobiles and motorcycles. It oversees worldwide operations from its headquarters in Ingolstadt, Bavaria, Germany. Audi-branded vehicles produced in seven production facilities worldwide. The key people of the company-  Rupert Stadler, Chairman of the Board of Management  Wolfgang Egger, Head of Design  Wolfgang Dürheimer, Head of Technical Development
  • 5. AUDI AG has been a majority owned (99.55%) subsidiary of Volkswagen Group. The company name based on the surname of the founder, August Horch. "Horch", meaning "listen", becomes "Audi" when translated into Latin. The four rings of the Audi logo each represent one of four car companies, banded together to create the company. Audi emblem symbolises the amalgamation of Audi with DKW, Horch and Wanderer: the first ring from the left represents Audi, the second represents DKW, third is Horch, and the fourth and last ring Wanderer. Audi's slogan is Vorsprung durch Technik, meaning "Advancement through Technology". Audi is part of the "German Big 3" luxury automakers, along with BMW and Mercedes-Benz, which are the three best- selling luxury automakers in the world.
  • 6. SOME HISTORICAL FACTS Birth of the Company and its Name Originally, in 1885, automobile company Wanderer was established, later becoming a branch of Audi AG. On 14 November 1899, August Horch (1868–1951) established the company A. Horch & Cie. in the Ehrenfeld district of Cologne. First Audi automobile, the Audi Type A 10/22 hp (16 kW) Sport-Phaeton, produced in 1910 in Zwickau. Audi started with a 2,612 cc inline-four engine model followed by a 3,564 cc model, as well as 4,680 cc and 5,720 cc models.
  • 7. These cars were successful even in sporting events. The first six-cylinder model, 4,655 cc appeared in 1924.
  • 8. 4 Ps of Marketing Product Price Place Promotion
  • 10. Features and Designs For Audi, efficiency is the sum of a large number of individual measures that combine to produce one major result – the combination of :  Low consumption  Comfort  Immense driving pleasure
  • 11. Efficiency technologies  Body shells • Audi produces 100% galvanised cars to prevent corrosion • the first mass-market vehicle to do so • Along with other precautionary measures, the full-body zinc coating has proved to be very effective in preventing rust. • the manufacturer to extend its original 10-year warranty against corrosion perforation to currently 12 years  Space frame • An all-aluminium car brought forward by Audi, and in 1994 the launched Audi A8 introduced aluminium space frame technology
  • 12.  Layout • Audi has usually engineered its more expensive cars with a longitudinally front-mounted engine. • this allows for the easy adoption of all-wheel drive.  Engines Motivation: the principle of efficiency.; Goal: more power from less fuel. • Steadily refining innovative engine technologies, they achieve high compression ratios, efficient combustion processes and optimum efficiency. • That is what makes their engines what they are: very efficient high-tech machines.
  • 13.  Full LED Front headlights Light in the dark isn’t unusual. But daylight is. • All-LED headlights combine cutting-edge lighting technology with contemporary lighting design • Audi in 2006 implemented white LED technology as daytime running lights (DRL) in their products. • LEDs first introduced on the Audi S6, and since then spread throughout the entire model range.  Multi-media Interface • Audi’s recently offering- a computerized control system for its cars, called Multi Media Interface (MMI). • It is a rotating control knob and 'segment' buttons – designed to control all in-car entertainment devices (radio, CD changer, iPod, TV tuner), satellite navigation, heating and ventilation, and other car controls with a screen.
  • 14. A1 A2 A3 A4 A5 A6 A7 A8 Q3 Q5 Q7 TT R8 INNOVATIVE MODELS UNLEACHED Vorsprung Durch Technik: Experience what we are doing today to shape the future.
  • 19. Pricing of a product is a big determinant of how the market responds to the product. Factors that affect the pricing of Audi car include; • Costs; the company will be obliged to cover the costs in order to make profits. For instance, making and testing Audi car is quite expensive, hence it’s high pricing. • Demand in the target market • Competitors pricing
  • 20. SOME MODELS AND THEIR PRICES Audi A1 Audi A1 price in India: Rs.18,00,000 Audi A3 Audi A3 Audi A3 Price in India: Rs.24,00,000 Audi A5 Price in India: Rs.38,00,000 Audi A5 Audi A6 Price in India: Rs.37,64,000- Rs.47,00,000 Audi A6
  • 21. Audi A7 Prices in India: Rs.76,00,000- Rs.84,00,000 Audi A8 Price in India: Rs.1,26,56,000 Audi Q5 Price in India: Rs.38,94,000- Rs.44,94,000 A7 A8
  • 22. Audi Q7 Prices in India: Rs.66,56,000 Audi RS5 Prices in India: Rs1,15,32,000 – Rs1,47,00,000 Audi RS8 Prices in India: Rs75,00,000 Audi Q7 Audi RS5 Audi RS8
  • 23.  Credit Terms Audi Finance- Finance • Offers the ultimate in purchasing solutions to finance your Audi. • At the end of contract the solutions can be tailored to suit your cash flow, business and lifestyle requirements. • Guarantee that the interest rate and repayments are fixed for the duration of the contract.
  • 24. Audi Finance- Benefits committed to meeting the needs of Audi customers The following benefits are: • Case by case approvals • Fast approval times • Easy repayment options • No account keeping fee • Solution for all types of customers
  • 25. • Choice of term • Customer rewards and special offers • Reliability
  • 27. Place refers to the location of the business, and how reachable it is to the customers (Londre), or the channel of distribution. Audi is a company that is well established in the global market, thus needs no big expansion into new markets.  Audi has 7 manufacturing plants around the world.  Audi's two principal assembly plants are: • Ingolstadt, Opened by Auto Union in 1964, (A3, A4, A5, Q5) • Neckarsulm, Acquired from NSU in 1969 (A6, A7, A8, R8 & all RS variants) PLACE
  • 28.  Outside Germany, Audi produces vehicles at: • Bratislava, Slovakia, shared with Volkswagen, SEAT, Škoda and Porsche (Q7) • Martorell, Catalonia, shared with SEAT and Volkswagen (Q3) • Györ, Hungary, (TT and some A3 variants) • Brussels, Belgium (A3 Cabriolet, A1)
  • 30. PROMOTION Promotion refers to the communication regarding a product so that customers are informed about it. It is the creation of awareness (Londre). • Audi is mostly promoted through advertisements through the T.V, automobile magazines and billboards. • This will eventually increase the sales since the customers will have been informed about its features and price.
  • 31. Advertising Audi  Used in racing • Racing is the best way to show customers that your car is better, faster etc.
  • 32. Audi uses Viral Marketing Audi using non-traditional selling methods • Audi making use of Iphone by launching a free iPhone game, the A4 Driving Challenge 2.0. • Audi - the 1st automobile manufacturer to exploit the iPhone applications, making credibility with scientifically inclined customers.
  • 33.  Meet the Beckers • Another viral campaign latterly launched by Audi. • Meet the Beckers, a web series about a wealthy family of Audi owners. • The series has two released episodes- highly sarcastic and confidently pokes fun at Audi's competitors.  Audi's Art of the Heist Campaign • Campaigns employed to launch the A3 in 2005. • Campaign started with a staged burglary at a Manhattan Audi dealership.
  • 34.  Audi TT Goes for a Swim • In late 2007, Audi fixed up with Crossover magazine, a magazine that mixes the sector of automobiles and fashion, for a questionable photograph shoot in Britain.