Audi is a majority-owned subsidiary of Volkswagen following the acquisition by Daimler-Benz of the Audi group’s predecessor, Auto Union. Volkswagen launched its Audi name by launching the F103 series. Audi has since managed to establish itself as a premium producer of automobiles with attractive designs that are accompanied by a pleasant drive, and is mechanically reliable and also.
Audi sells luxurious automobiles across India since 2004 but the year 2007 was when Audi India was established as an independent part of Volkswagen Group Sales India and was able to establish long-term plans that involve large-scale investment, recruitment drives, and top-quality sales and service to achieve its aim of becoming the most popular automobile that is driving in India. Audi is present in over 110 countries around the world.
Marketing Mix Of Audi is brand-based. In Marketing Mix Of Audi, We will Learn About the four key elements of Marketing Mix: products, place, price, and Promotions. By paying attention to the following four components of the marketing mix, a business can maximize its chances of a product being recognized and bought by customers. We will be discussing Audi Marketing Mix. Below is the detailed Marketing Mix Of Audi.
Let’s talk about Audi Marketing Mix.
Audi Main Competitors
- BMW Group
- Tata Motors
- Volvo Group
- Mercedes Benz
- Aston Martin
- General Motors
Audi’s official website: www.audi.com
Product in the Audi Marketing Mix:
At the beginning of the 1990s, Audi had some problems with its microprocessors. This led to problems with electronics that could have harmed its reputation, especially within the American market. Audi has been working hard to fix the issues and their current motor cars today have fewer problems with their electronic components because the latest and better technologies are discovered. Audi has expanded their product line and is now offering more cars that range from the A1 to the company’s entry into the market of 4×4 vehicles with both the Q5 as well as Q7. Its flagship model, the Audi A4 remains popular, and so is the stunning Audi TT. It is part of the Big Three car companies in Germany, Audi is one of the most popular premium sports car brands worldwide. In the latter half of the year, 2009 Audi made profits totaling $1.85 billion. In 2012, Audi had a 10% growth in sales.
Audi has a strong presence in India and this was made possible by the launch of a production facility in 2007. This has meant that a lot of the Audi models Audi range is on sale to car owners, who can visit Audi garages for repairs or maintain their cars properly. In India, where Audi India sold 3,003 units in India in 2010it sold 10,02 units in 2013, with a growth rate of 200% over the last three years.
Place in the Audi Marketing Mix:
At present, Audi has 28 dealerships across 11 states in India, and in 2010, Audi India saw an increase in its sales as compared to last year’s, 81 percent. In the middle of 2014, Audi India will start production of its top-of-the-line car, the A3, at its factory in Aurangabad and will then proceed to offer it at its dealerships across the nation.
While it is headquartered in Germany, Audi has a worldwide presence and is a huge automobile dealer. Audi has outlined significant plans and investment to invest in markets like India and China, in order to meet its long-term goals and continues to expand its presence in Asian countries. Establishing and maintaining its presence via exclusive dealerships and top after-care services is being employed for the business to further build its European reputation. The production numbers of Audi’s production line Audi Company are impressive, with more than 1 million cars being manufactured over the course of 2013.
Promotions in the Audi Marketing Mix:
Audi is involved in numerous sponsorship and sports ventures including sponsoring certain Italian football teams and being a regular participant in Sony’s Playstation Home. Audi is able to stay prominent in the media without overdoing it. Advertising on billboards and magazines, as well as advertisements on Television (TV commercials) through the decades Audi was known for its catchy slogan “Vorsprung Durch Technik” meaning advancement in technology. Today, Audi continues to use the same slogan in its ads. Recently, the slogan was changed in the USA only to “truth on engineering’. Audi is a firm believer in the quality of its vehicles, and its standing for being one of the Big Three, to ensure that production and sales increase.
The Audi cars sold in India are typically introduced by famous people like the recent debut of the Audi RS 7 Sports coupe was carried out by Bollywood superstar Salman Khan. Due to the car’s small sector of the market, Audi never takes part in mass marketing instead, it only advertises in the premium market to draw its consumers toward the Audi brand.
Price in the Marketing Mix Of Audi:
The price of a brand new Audi A1 for sale in the UK is approximately 14,000 GBP, while in India it’s around 19 lac rupees. This indicates that Audi is offering the highest price as well as skimming prices. Of course, this price is justified by considering the quality and the branding image of the vehicle. It is important to consider this price is also essential to the right branding for the company’s brand. The public appreciates the image of the business which is evident through the manufacturing of the vehicle which was 123,000 or more units in 2013. Dealerships and showrooms have financing plans that allow a broad number of people to have access to the Audi brand. Of course, Audi has a well-known collection of sports cars, including Audi’s TT RS Coupe, the Audi TT RS Coupe, and the R8 Coupe, but continues to experience a steady rise in the production of many of its models over the last 15 years.
Audi has had a fantastic performance throughout the year and also at the very beginning of the 2014 quarter in India. The price has seen an increase in recent months which can be due to an increase in foreign exchange rates. But, the company is to keep the costs and offer innovative financing options with its internal Audi Finance making the purchase appealing. It is among its closest rivals with respect to BMW, Volkswagen, and Skoda as well as others.
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