Details of Audi luxury car makers. Its segmentation, supplier, target market, position, market mix, SWOT analysis and competitors

1. Presented by: Abhijit Nayak
AudiVorsprung Durch Technik

2. • Audi is a German based car
manufacturing company, known
around the world as part of the
big three luxury car
manufacturers.
• Along with Mercedes and BMW,
Audi is the biggest luxury car
manufacturing company globally.
• Audi oversees all its global
production from its head quarters
in Bavaria, Germany, and has
further nine production facilities
world-wide that manufactures
their vehicles.
• In Latin Audi means “Listen”.
INTRODUCTION:

3. • Company Type- Public Company
• Industry- Automotive
• Produces: Luxury Cars
• Founded- Germany (29 June 1932)
• Founder - August Horch
• Headquarter - Germany
• Locations - Now 11 production
facilities in 9 countries
• Website- www.audi.com
PROFILE:

4. • Audi is a German automobile
manufacturer that designs, and
distributes luxury automobiles.
• Audi’s headquarters is in Bavaria,
Germany.
• Audi has been a owned (99.55%)
by Volkswagen Group since 1966.
• Audi India was established in March
2007 as a division of Volkswagen
Group Sales India.
• Audi is represented in 110 countries
worldwide and since 2004.
ABOUT:

5. C-Alkatrész purchasing was founded
in 2006 with the objective - acting as
a concern - to make use of efficiency
and cost optimization potentials.
Main part groups
• screws
• stamped parts
• machined parts
• cable ducts
• emblems
SUPPLIER

6. •Branding:
 The Audi shows four rings that represent the four Base
Companies of Auto Union.
 The first ring from the left represents Audi, the second
represents DKW, third is Horch, and the fourth and last
ring Wanderer.
•Logo:
MARKETING

7. •Slogans –
“Vorsprung durch Technik” in
German Language meaning
"Progress through Technology“.
•Sponsorships –
 Football World Cup
 World Winter sports
 Golf and
 England Polo Team.
CONT…

8. Audi mainly utilizes -
1.Geographic Segmentation
• Geographic segmentation is related to car
buyers. The first decision Audi make is
which cars to market in which countries.
• Europeans drive much smaller cars than
Canadians.
• Within a country like India, Audi might also
segment the market into rural and urban
areas. People who live in rural areas are more
likely to buy a Audi A3 than a Audi A7.
SEGMENTATION

9. 2.Demographic Segmentation
Demographics is a general term for any measurable
information about consumers Like –
1.Age - The very young and the very old do not drive,
Take the Audi A6, for example. A 20 year old is more
likely to choose this car than a 70 year old because it is
more flashy.
2.Gender – Certain Audi Models is Made for Man’s and
Women's also.
3.Income - A person's income level is a major influence
on their choice of car. Audi Produce Car For Every
Income Group on world Level. And in India A man
Afford Audi on High Paying Job.

10. 3.Psychographic Segmentation
• Psychographic segmentation is dividing
the buyers in the market into groups
based on social class, lifestyle, or
personality characteristics. These
variables heavily effected purchase
making decisions.
• Audi aims for Upper Middle Class to
High class people, because it is a luxury
brand.

11. The Market Targeting of Audi is on 2 Basis first one is basis of Country and
second one is on the basis of Driving Type.
1.Country – Audi Targets Most of The countries around the word at this
time Audi Vehicles Are Produce in 9 Countries and Distributed to the Rest
world.
2.Driving – Audi Cars Are available for both purpose driving or luxury use.
• Audi India has sold 14,072 Car since December 2015 and Changed his
Target 8600 to 14800.
• Audi sold 1,975,480 Cars worldwide in 2015 with target of 1,900,000.
MARKET TARGETING

12. VOLKSWAGEN MARKET TARGETING

13. • Audi Increase his Market positioning by giving stress on these point –
1. By choosing Right Competition like Mercedes and BMW.
2.Diffrentation – Audi Launch Some Different and Impressive cars then
Mercedes and BMW.
3.Audi Find his (USP) Unique Selling Proposition to increase Position in
Market.
• Audi was again one of the most profitable manufacturers in the automotive
industry worldwide in 2015. The Audi Group increase sales of 11.7%.
MARKET POSITIONING

14. RANK & POSITION OF AUDI
WORLDWIDE

15. Product:
• Audi have added to their range and
now offer a wider variety of cars,
from the A1, through to the
company’s venture into the 4×4
market with the Q5 and Q7.
• The Audi A4 remains popular, as
does the impressive looking Audi
TT. As part of the Big Three of car
companies in Germany, Audi are
one of the top selling luxury sports
car brands in the world.
MARKET MIX

16. Place:
 Presently, Audi has 28 dealerships across
14 states in India, and in 2010 Audi
India reported an increase in sales,
compared to the previous year, of 81%.
 In mid-2014, Audi India will start
production of its premium sedan, the A3
at its facility in Aurangabad, and go on
to sell it across its dealerships in the
country.
 Production numbers for the Audi
Company are impressive, with well over
a million vehicles being produced in
total in 2013.

17. Promotion:
• Audi are involved in many sports and
sponsorship ventures, such as sponsoring
some Italian football teams, and having a
permanent feature in Sony’s Playstation
Home.
• Advertised on billboards and in magazines,
and with advertisements on television (TV
commercials) over the years.
• The company was famous for its slogan
“Vorsprung durch Technik” meaning progress
through technology and today still uses the
same words on its adverts.
• Its cars in India are often launched by
celebrities like the recent launch of Audi RS 7
Sports coupe was done by Bollywood biggie
Salman Khan.

18. Model names Price
Q5 35 Lakhs
Q7 55 Lakhs
R8 2.2 Crores
RS5 1.2 Crores
RS7 1.5 Crores
S4 67 Lakhs
S6 80 Lakhs
TT 63 Lakhs
Price:
Model names Price
A1 19 Lakhs
A3 22 Lakhs
A4 28 Lakhs
A6 38 Lakhs
A7 89 Lakhs
A8 1.2 Crores
Q3 25 Lakhs

19. A.Strength:
1. Available in both petrol and diesel variants with a huge
product portfolio
2. Wide range to cars to choose from starting from
Hatchback to Luxury SUVs
3. Equipped with superior features like parking sensors,
LED illuminated interiors, Air bags, traction control and
much more
4. Elegant styling of both interiors & exteriors
5. Latest technology like Quattro and FSI provide refined
and efficient engine performance
6. Well established brand which helps in the brand recall
7. Has approximately 50,000 employees worldwide
8. The brand has actively been involved in motorsport and
sponsorship of many sporting and premium events
ANALYSIS

20. B. Weakness:
1. High maintenance & handling cost
2. Limited presence in emerging markets where
some other brands have taken over the market
C. Opportunities:
1. Expanding automobile market and available
space
2. Opportunity to leverage brand recall and acquire
newer customers
3. Expansion of product portfolio by entering into
low cost cars
4. Increasing manufacturing capability to meet
increasing demand generated through advertising

21. D. Threats
1. Increasing fuel costs
2. Competition from other big
automobile giants
3. Product innovations and frugal
engineering by competitors
4. Limitations due to government
policies in entering foreign markets

22.  BMW
 Volkswagen
 Mercedes Benz
 Porsche
 Skoda
 Jaguar
 Maserati
 Lexus
 Volvo
COMPETITORS

23. Thank you…