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NEW PRODUCT DEVELOPMENTPROCESS

Designs by : Preetesh

Anil

Naresh

Swetha

Saini

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INTRODUCTION

Audi indiais the wholly owned subsidiary of german automobile AUDI.

The manufacturer from supermini to crossover suvs in various body styles and

price ranges that are marketed under the Audibrand positioned as the premium

brand within the volkswagen group

The company is headquartered in ingolstadt, bavaria, germany, and has been awholly owned (99.55%) subsidiary of volkswagen AG

Audi indiawas established in march 2007 as a division of volkswagen group

sales india.

The audi india strategy encompasses significant investments in branding,

marketing, exclusive dealerships and after sales service for the upcoming years.

Audi india uses kodaauto india private limited manufacturing facilities

in aurangabad, maharashtra to assemble the audi a4 and audi a6 models locally.

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New Product Development Process

IdeaGeneration

ConceptDevelopment

and Testing

MarketingStrategy

Development

IdeaScreening

BusinessAnalysis

ProductDevelopment

MarketTesting

Commercialization

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Customer : i. Purchasing power

ii. Luxurious class

Competetiors : Success of MERCEDES , BMW AND VOLVO

Distributors : Segmentation of luxury and drive i.e Hatchback, Sedan ,SUVs and MUVs.

Suppliers : i. Sophisticated technology ,

ii. Machining processes and methodology

iii. Raw materials

iv. Design and automation.

Customers Competitors Distributors Suppliers

New Product Development Process Step 1: Idea Generation

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1. Develop New Product Ideasinto Alternative Detailed

Product Concepts

2. Concept Testing - Test theNew Product Concepts withGroups of Target Customers

3. Choose the One That Has theStrongest Appeal to Target

Customers

New Product Development Process Step 3. Concept Development

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New Product Development Process Step 4. Marketing Strategy

AUDIS

5 RULES OF INDIVIDUALIZED MARKETING

I.Tone and Manner

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2. No repetition

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3. Not obvious

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4.Smart

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5.Not talking dumb or down

but intelligently

Audi Technology Microsite

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On a real track with real cars

II. Experiences CountAudi Driving Experience

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III. No False Promises

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Audi is a do brand

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Our racing leads to real

consumer innovation

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Our design is rooted in function

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AUDI lets people

into the details of the brand

and product

IV. Audi empowers the ownership experience

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Audi Vodcasts

Tells the entire brand story

120 units 1.2 million downloads

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JD Power IQS ranking

V. Validation

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R8 Car of the Year

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Owner Validation: Online/CRM

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If No, EliminateProduct Concept

Business AnalysisReview of Product Sales, Costs,and Profits Projections to See ifThey Meet Company Objectives

Step 5. Business Analysis &

Step 6. Product Development

If Yes, Move toProduct Development

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Advertising

Atmosphere

Product : A4,A6,Q5..Budget Levels

Positioning : High class

Location : MetrosPricing : 35-40L

Branding : Technology

Product Development ProcessStep 7. Test Marketing

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AUDI INDIA Launched its operations in the post LPGera i.e 2004-05.

Capitalising the growing economy.

Targeted Metro cities and then TIER 2and 3cities.

When is theRight Time to

Introduce

Product?

Where toLaunch a

New

Product?

New Product Development Process

Step 8. Commercialization

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The Audi customer is an individualIntelligent : Make smart, informed choices

Independent : Listen to others, trust own judgment

Innovative : Progressive, like fresh thinkingImpassioned : Love to drive

OPPORTUNITIES AND CHALLENGES

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Managing Complexity

1. Communications

2. Products

3. Operations

Challenges

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AUDI INDIA Product line :

Manufactured/assembled locally

Audi A4

Audi A6

Audi Q5

Imported

Audi A7

Audi A8

Audi TT (3.2 FSI V6 only)

Audi RS5 Audi R8 V8 and Audi R8 V10

Audi Q7

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