SSR INSTITUTE OF MANAGEMENT AND RESEARCH

Empower Yourself @ IMR

Report on

Managing

New Product Launch

Skill Based Course

As

Part of

Event Management

MBA 2nd year (Semester- III)

Submitted By:

Riya Agrawal (42)

Submitted To:

Mohammad Bilal. A.

Batch 2018-20
 New Product Launch Event
Introduction
We welcome you to the Audi A3 Launch Event. The success of the all-new Audi A3 is crucial
for achieving the ambitious goals we’ve set for Audi in the India. The A-segment will open
Audi up to an entirely new segment of consumers, many of whom are experiencing the brand
for the first time. The new customers bring the lifetime value, to the future sustainable growth
of our organization which is immeasurable.

To help kick off the launch of the Audi A3, for the first time in India in the International
market. Achieving 100% activation of these events across our dealer network, will provide
significant momentum in the first months of the A3 launch. Further assisting the planning of
A3 Launch Event, the following event guidelines have been developed, which cover all areas
of event activation and adherence to the Audi Corporate Identity standards.

We optimize and ultimately strengthen the Audi Brand by supporting product consideration
and by nurturing owner loyalty.

Overview of Launching Audi A3

The Audi A3 is a unique product offering within the IHG A-segment Industrial Hydraulic gear
which is being design to technology and performance, the Audi has made no compromises
when developing the A3. With 4G LTE connectivity, the fastest available in-vehicle
connection, the iconic presence of LED lighting, touchpad technology and retractable screen.
The Audi A3 campaign theme of “Unlike any others” as the A3 is positioned as the vehicle for
those consumers who want all the features of a premium car but in an entry-level package. The
A3 target consumer is cool, young and urban and looking to upgrade from their non-premium
car into an Audi, as well as other A-segment consumers who are attracted to the Audi brand.

The platform is been organised at the International launch events. To celebrate the launch of
the Audi A3, it will host an event in Navi Mumbai city- for press, influencers and VIPs. The
events will be held by an incredible concert and a thrilling A3 experience, where guests will
encounter both the Audi lifestyle and the A3 vehicle in one night. Launch events in local
markets without compromising A3 theme by providing our guests with a chance to experience
a truly unique, uncompromised night time event featuring a test drive and entertainment. Just
as our International launch events to deliver an amazing event, will also defy expectations with
a surprising venue, entertainment, food and cocktails.
The objective of the launch events is to create unique brand lifestyle experiences that provide
an emotional connection to the Audi brand and enhance customer delight. We will also provide
guidance on all of the key event elements and how they can be optimized to maximum effect.
These elements are what will make this event unique and capture the imagination of our target
consumer.

Outline of an Event

 The event will start at 1:00 p.m. in the afternoon and will be held at D.Y. Patil, Navi
Mumbai, later followed by lunch for the attendees at the launch event.
 In the event Virat Kohli as the brand ambassador of the Audi A3 will be called upon
and first test drive would be started with him at the event.
 Hoarding & publicity will be promoted in the metro city before a month.
 Invitation will be sent through direct mail to the attendees which includes- key
Influencers & VIP guests consisting of 100 attendees, prior to the three weeks before
the event.
 The Venue will be decorated with lightings and decor/floral. Accommodation of food
by our food partners, music, hang-out or sitting area for attendees will be arranged for
the event.
 The live broadcast will be shown through Television Channel, YouTube and Social
Media.
 The photographer & press media will be hired for the photoshoots of an event.
 The attendees will be first introduced with the detailed information of Audi A3 and its
features, further the test drive will be given to attendees.
 The booking of the Audi A3 will start after its launch after the model been viewed by
the attendees.
 Further different entertainment shows are conducted followed by games shows and the
model review contest which gives the best review of model in contest will be rewarded
with some goodies like- T-shirts, Ball pens, sleek power bank, printed bottles etc.
followed by the dinner in last will be given to all the attendees at the event.
 The Audi A3 Car will be placed before attendees for photo shoots at photo booth and
trials test drive will be given to the attendees.
 The event will end at 9:00 p.m. held with the dinner for the attendees. Even the pre-
bookings would be done for the guest who want to stay at night in the hotel and also
the cab services are been arranged for all the guest.

Timeline of an Event

5 Weeks 4 Weeks 4 Weeks 3 Weeks 2 Weeks 1 Weeks Launch

Creating Compiling Secure Sending Out Sending Reminder

Timeline of Guest Event Staff Direct-Mail out Email
List Invite Follow-up Sent -
Evite
Preparing Customize Booking Hiring Send
Budget Invite DJ/ Photographer Graphics
-
Template Musical to Print
-
Talent
Gathering Branded Hiring of Finalize Beginning
Contact Giveaways Photo Furniture Promoting
- -
List in booth Rental Event
Production Vendor Order via Social
Media
Secure Confirm Secure
Venue
- Menu/ Giveaways
- - -
(off-site) Caterer
Develop Develop
- - Social Night Test
- - -
Media Plan Drive Routes
Lighting
- - - - -
Model Launch

Audi A3

Budget

Line Item Cost

Venue 1,00,000
Brand Ambassador 10,00,000
Catering 1,80,000 - 2,00,000
Rentals 3,00,000 - 4,00,000
Decor/ Floral 70,000 - 90,000
DJ/ Entertainment 1,00,000
Photography 40,000
Lighting 40,000
Printing 2,00,000
Staffing/ Personnel 3,50,000
Giveaways 30,000
Selling Price of Car 38,00,000
Entertainment/Music - The music will demonstrate an obvious cool-factor, and create the
kind of hip, night-time cutting edge, uncompromised ambience that no other competitor can
deliver. An Entertainment/DJ with the appropriate look and style will be essential for ensuring
a successful event.

Photo Booth - Photo booths are an excellent way to engage guests, document the event and
encourage social sharing, to amplify the reach of the event. Hiring a local photo booth vendor
that offers combined capabilities of social sharing (via email, Twitter, Facebook, Instagram).

Off-Site Event - An off-site venue will accommodate two elements: a party and a test drive, at
the D.Y. Patil, Navi Mumbai Stadium. In addition, to this the venue will accommodate the
appropriate guest capacity, catering, music/entertainment, and display cars. Special attention is
given to the location, preferably a trendy, hip neighbourhood that is centrally located and easily
accessible to guests.

Furniture/Decor/ Lighting - Make it comfortable and inviting for your guests to interact with
the brand without overcrowding the environment. The Audi Brand is defined by minimalist
sophistication and decor using top quality flowers and plants in shades of white, such as calla
lilies and orchids. Further, using pops of red decor or red lighting to create dramatic accents.
The event is held at an off-site venue, lighting is a crucial aspect of creating the appropriate
ambience for a night time launch event- spotlight various focal points of the space, such as the
bar, stage area, etc. Lighting will reinforce the ‘night time’ nature of the event. Overall, keeping
the lighting simple with white lights and subtle red light LED accents.

Catering - Considering partnering with a “niche,” farm-to-table type restaurant that offers
fresh/organic cuisine with unique pairings of flavors and textures. The working will held with
a single caterer for consistency, planning, overall efficiency and cost savings and the schedule
of a tasting, to ensure the food and presentation is up to the premium standards for an Audi
event. When creating a menu, the timing of the event is been considered in lunch the Indian
dishes will be provided to our attendees in the lunch and at night time after event the
Continental food, Desserts & Mexican dishes with drinks will be provided to them.

Vehicle Checklist – There are various checklists interior & exterior which taken into
consideration and careful attention is given to ensure the A3 launch meets premium standards.

Promotion – The event will be launched considering various way through the pre-event and
post-event through which the social media amplifications like the Facebook, Twitter and
Instagram which ultimately help the Audi A3 getting promoted by the dealers and the guest or
the attendees at the party by influencing others and making the them aware of the new launch
of the car and the promotion even can be through the likes, Share & Comments on the page.

Conclusion

Thus, concluding the event would be designed in a very sophisticated manner taking into
consideration their budget and the timeline allotted for the event, the guest and the influencers
at the event and further the promotions would be made taking into account pre-event and post-
event held during the launch of new Audi A3 car by advertising on the social media.