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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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