Transcript
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 Introduction
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 FACTSBirth 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
PRODUCTVariety
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.
EnginesMotivation: 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.
A1A1 Sportsback
A3A3 SPORTSBACK
A4
A5
A5
A7
AUDI RS7 SPORTSBACK
A8
PRICEList price
Discounts
Allowancespayment 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 PRICESAudi 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
PLACEChannels
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 MarketingAudi 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.
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