COURSE: B.Com(Hons)

MADE BY: 1. Priyom Majumder

TOPIC: AUDI INDIA

»Headquarters :- Mumbai, Maharastra, India» Key People:- Joe King» Founded :- 2007»Assembly In India :- Aurangabad.»Dealers In India :- More than 10.»Products :- Luxury Vehicle» Parent :- Audi(Volkswagen Group)» Website :- audi.in

Major Competitors:

1.

2.

Particular

Market share

In Quantity

BMW 40% 2000AUDI 35% 1700BENZ 20% 1000

OTHERS 5% 250TOTAL 100% 4950

Aud

i & C

ompe

tito

rs

40%

35%

20% 5%Market Share

BMWAudiBenzOthers

Year Audi BMW Benz

AUDI Growth

in sales (%)

BMWGrowth

in sales (%)

BenzGrowth

in sales (%)

Market

share of

AUDI (%)

Market

share of

BMW(%)

Market

share of

Benz (%)

2010 3600 6246 4800 81.12 72.58 79.21 30 40 30

2011 5700 6996 5500 83.51 50.03 27.68 25 45 30

2012 9003 9375 7138 63 0.04 -3.9 36 33 -21

Sale

s A

cros

s In

dia

How

Aud

i Car

s R

each

The

Dea

ler

The car parts are first made in Germany

Then they are shipped to India as parts, and reach Aurangabad where they are assembled.

Then the cars are transported through trucks to the Dealer in Bangalore, a maximum of 4 Audi cars will be sent in 1 truck at once.

Cha

nnel

of

Dis

trib

utio

n

Org

aniz

atio

n St

ruct

ure

AU

DI

SALES MANAGER

Assistant Sales ManagerSales Executive

Sales people

Retails Corporate Bespoke

Com

peti

tors

Ana

lysi

s Capabilities AUDI BMW BENZ

Competitive stance

Low product mix, improved after adding luxury SUV

Range of product mix,

Broad differentiation,

Rear engine design

Differentiation premium price.

Technology Diesel engine technology

Rear engine technology

Blutec advance off road

technology

Manufacturing skills CKD in India Assembly plant Efficient ,

integrity

Brand recognition

Cool, nice, classy,

individuals models are top

of the list of brands

Brand positioning as elegance, rich and dynamic

Strong brand value, move towards high end luxury segments, heritage

Com

pany

Sal

es F

orce » Dealer Employees 15 Salesman

» Role :- Giving Demo, Convince, Achieve the Sales Target, After Sales Service.

» Challenges Faced :- If the Salesman does not meet the target the are asked to leave.

» Sales Quota :- 650 Cars per year, 60 cars per month.

» 12-16 walk-in's in a day.

» 10-15 orders per week.

» Enquiry :- 15 per day.

SWO

T A

naly

sis

STRENGTH (S): Available in both petrol and diesel variants with a huge product portfolio. Wide range to cars to choose from starting from Hatchback to Luxury SUVs. Well established brand which helps in the brand recall. Has approximately 50,000 employees worldwide.

WEAKNESS (W): High maintenance & handling cost. Limited presence in emerging markets where some other brands have taken over the market

SWO

T A

naly

sis

OPPORTUNITY (O): Expanding automobile market and available space. Opportunity to leverage brand recall and acquire newer customers. Expansion of product portfolio by entering into low cost cars. Increasing manufacturing capability to meet increasing demand generated through advertising.

THREAT (T): Increasing fuel costs. Competition from other big automobile giants. Product innovations and frugal engineering by competitors. Limitations due to government policies in entering foreign markets.

STP

Ana

lysi

s

SEGMENT (S): Affluent customers seeking luxury, comfort and excellent driving experience.

TARGET GROUP (T): Targeted towards professionals and executives as well as rich families.

POSITIONING (P): Positioned as a company which continuously progresses by using innovative technology and provides superior luxury and better driving experience.

4P’s

of

AU

DI

PRODUCT :Audi produce only high-tech, modern, high quality cars. Audi has slogan “Truth of engineering”, what means all goods of this company must be on high level of all area technologies such as ecology, safety, comfortable and economy. Really, Audi’s cars comply with the slogan.

PRICE:Audi’s cars have average price in the market, but this is the case of balance between price and quality. For example, Mercedes-Benz’s cars are much more expensive than Audi’s cars, but they have the same quality. The price of Audi’s cars oriented on middle-class and target audience are mens, because Audi’s cars are brutal.

4P’s

of

AU

DI

PLACE :Audi has many show-rooms in a different areas of big cities, including India.

PROMOTION:The best way for promotion cars is racing, because everybody want to have race car in everyday life, especially mans feel a lack in adrenaline. And racing is the best way to show customers that your car is better, faster etc.Also, Audi promote their cars in films, for choice in films, which have many pursuit and racing.The last type of Audi’s cars promotion is advertising in men’s magazines.

Bra

ndin

g

BRANDING STRATEGY:The case discusses the marketing strategies adopted by Germany-based automobile manufacturer Audi in India. Audi entered India in 2004 by selling imported vehicles through three dealers. It established a subsidiary, Audi India, in 2007. The company maintained an aggressive stance and launched several vehicles at different price points. Audi was positioned as an aspirational brand for young entrepreneurs and executives and adopted innovative strategies to reach the segment. It also developed exclusive dealerships, which were used as touch points to interact with the customers.Upper middle class or upper class social group who are in midst of their career & may be in the age group of 30-50 years are the potential customers of AUDI. It aim to keep improving these factors and steadily enhance their high-quality, innovative product portfolio in order to delight customers and tie-them emotionally to the Audi brand.

Mar

keti

ng

MARKET:Audi Group has long been one of the most successful car manufacturers in the premium and supercar segment. In addition, the sales subsidiaries of the Audi Group supplies cars of other Volkswagen Group brands to customers. The Audi Group continued its successful course of growth in 2014. Despite the challenging market environment, the Company increased deliveries of its core brand Audi by 10.5 percent to the new record of 1,741,129 (2013: 1,575,480) cars.

Com

pany

Bra

nd E

volu

tion

Con

clus

ion

In conclusion, Audi appears as one of the world leaders of the motorcar. Its commercial and marketing strategy is based on quality cars and luxury with a sports image. Recently AUDI can praise itself to be on all the segments. There is no real policy of Audi marketing. Audi works in study project on each model. There are no common rules with share to create cars of quality.

Thank You