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Project Topic: Choosing the Industry and selecting organisation within this industry and discussing 4 Ps and Click to edit Master subtitle style positioning segmentation, targeting and

SUBMITTED BY :varun
4/10/12

HISTORY
Today the Audi name is synonymous with the

expression "vorsprung durch technik," which means Advancement through technology. company A. Horch & Cie in Cologne.

In 1899, August Horch established his first . His first car had a 4-5 hp horizontal engine

with several innovative design features, and this vehicle was introduced to the public in 1901.
The new Auto Union Company was involved in
4/10/12 all segments

of the market, from motorcycles

MARKETING MIX
PRODUCT
Product Mix Width: Super Mini, Compact Car, Compact Executive Car, Compact Executive Car, Executive Car, Full-size Luxury Car, Compact Sports Car, Sports Car, and Compact Crossover SUV. Product Mix Length : Audis product length is 22 these include Audi A1,Audi A3, Audi A4, AudiA5 ,Audi A6, Audi A7 ,Audi A8, Audi TT, Audi R8, Audi Q3, Audi Q5 ,Audi Q7 ,Audi S3 ,Audi S4, Audi S5, Audi 4/10/12 TTS ,Audi RS3, Audi RS5 & Audi TT RS ,

PRODUCT
Product Mix Depth.
Super Mini there are Audi A1,Audi S3,Audi RS3 Compact car there is Audi A3 Compact Executive car there are Audi A4,Audi A5,Audi S4,Audi S5 Executive car there are Audi A6, Audi A7 full size luxury car there is Audi A8, , Lamborghini Murcilago Compact Sports car there is Audi TT, Audi TTS Sports car there is Audi A8
4/10/12 Compact

Crossover SUV there are Audi Q3, Audi Q5,

PRICING
Audi pricing strategy comprises of mainly high

value and high price.

Audi is a frequent practitioner of market-

skimming pricing, where prices start high and are slowly lowered over time.
Market skimming works for Audi because

there are sufficient numbers of buyers and have high current demand.
Also high initial cost gives it an edge over its

competitors.
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PLACING
Successful value creation needs successful

value delivery. Holistic marketers are increasingly taking a value network view of there businesses. channels a firm employs, and decision about it are among the most critical ones management faces.

Marketing channel is a particular set of

To launch Audi in India the company target

was high class and with that it segmented the market where the costumers are ready to pay 4/10/12

PROMOTION
Video: one of the promotional strategy use by the

Audi is promotion through video. Audi launch its new car this year name A3 TDI. is through facebook, twitter, and other online media.

Online and Social Media: other strategy used by Audi Mobile: the mobile market has grown to impressive

levels year-after-year. Ever since the iPhone has set a new standard in mobile and smart phone devices, with hundreds of thousands of applications developed.

Magazine: Print magazines, while not as important as 4/10/12

SEGMENTATION
Premium compact segment

These cars are targeted at a niche market of young customers who have a more refined taste in their automobiles and the means to pay for them.
Entry-level luxury

This segment mostly includes the bottom vehicles in the line-up of luxury brands as well as the top-of-the-line models of some non-luxury brands.
Mid-luxury
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The executive cars are engineered and

TARGETING
As we are discussing about the

organisation which deals with Premium class automobiles so they are using single segment strategies.
In sum therefore ,the targeting is
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one of the critical components in modern market environment .

POSTINING
Is an art of designing the companys offering

and image to occupy a distinctive place in the mind of the target market. the consumers to maximize the potential benefit.

The goal is to locate the brand in the mind of

Media Oriented Systems Transport (MOST(R))

networking technology, the accepted standard for high bandwidth infotainment networking in the car, has been selected as the backbone of the infotainment system of the all new Audi 4/10/12

FEATURE OF AUDI
Two dedicated toll-free numbers 95% coverage of India with over 600 service providers 24 hours, 7 days a week, 365 days a year service Dispatch of motorcycle riders, a taxi and a towing 4/10/12

CONCLUSION
Audis continuous innovations in

technology and new products have leaded it to become one of the highest selling premium car industry.
Audi not only is trying to capture

present market but has started preparing for future also.

Finally as the Chairman of Audi group Rupert Stadler says that Audi 4/10/12