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By, Group - 8Soumithri J APavan SPraveed SMishal NazirSanjay BSyed MohammedSyed Shamweel
AUDI Headquarters :- Germany
Production :- Ingolstadt & Neckarsulm.
Assembly In India :- Aurangabad.
Dealer In Bangalore :- Only 1.
Products :- A4, A6, Q5, Q7, TT, Q7, A7, A8, R8.
Major Competitors
Audi & Competitors
Bangalore Population- 95,84,676
Territory Population
East 21,77,813
West 17,00,254
North 24,76,249
South 32,31,424
Particular
Market share
In Quantity
BMW 40% 2000
AUDI 35% 1700
BENZ 20% 1000
OTHERS 5% 250
Audi
Audi
BMW
MB
Others
Company
Total Amount (2012)
Total Cars (2012)
Average sales per month (2012)
AUDI 285 Cr 710 59 cars
BMW 292 Cr 725 61 cars
BENZ 205 Cr 505 43 cars
OTHERS 60 Cr 12 1-2 cars
TOTAL 850 Cr 1937 161 cars
Money spent on Luxury Cars in Bangalore P.A
SALES ACROSS INDIA
2010 2011 20120
2000
4000
6000
8000
10000
3600
5700
9003
62466996
9375
48005500
7138
Audi BMW Mercedes Benz
Year
Audi
BMW
Benz
AUDI Growth in sales (%)
BMWGrowth in sales (%)
BenzGrowth in sales (%)
Market
share of
AUDI (%)
Market
share of
BMW(%)
Market
share of
Benz (%)
2010
3600
6246 4800 81.12 72.58 79.21 30 40 30
2011
5700
6996 5500 83.51 50.03 27.68 25 45 30
2012
9003
9375 7138 63 0.04 -3.9 36 33 -21
Sales
NorthSouthEastWest
162Cars
195 Cars
123 Cars
230Cars
Sales of Audi in Bangalore in 2012
Territory No. of cars sold
Total Amount
North 195 78 crores
South 230 92 crores
East 123 50 crores
West 162 65 crores
Total 710 285 crores
How Audi Cars Reach The Dealer
The Car Parts are first manufactured in Germany.
Then they are shipped to India as parts, and reach Aurangabad where they are assembled.
Then the cars are transported through trucks to the Dealer in Bangalore, a maximum of 4 Audi cars will be sent in 1 truck at once.
Channel Of Distribution of Audi
Customer
Dealer
Assembly
Manufacturer
SALES MANAGER
SALES EXECUTIVES
(3)
SALES PEOPLE(12)
RETAIL(4)
CORPORATE(4)
BESPOKE(4)
Organization Structure AUDI,BMW&BENZ
ASSISTANT SALES MANAGER
AUDI BMW
UPCOUNTRY(8)
SHOWROOM(4)
Corporate(2)
Marketing(4)
Retail (2)Front line
(9)
ASSISTANT SALES MANAGER
ASSISTANT SALES MANAGER
SALES MANAGER
SALES EXECUTIVES
(3)
SALES PEOPLE(12)
SALES MANAGER
SALES PEOPLE(17)
BENZ
Competitors AnalysisCapabilities AUDI BMW BENZ
Competitive stance
Low product mix, improved after adding luxury SUV
Range of product mix, Broad differentiation, Rear engine design
Differentiation premium price.
Technology Diesel engine technology
Rear engine technology
Blutec advance off road technology
Manufacturing skills
CKD in India Assembly plant Efficient , integrity
Brand recognition Cool, nice, classy, individuals models are top of the list of brands
Brand positioning as elegance, rich and dynamic
Strong brand value, move towards high end luxury segments, heritage
Company Sales Force• Dealer Employees 15 Salesman
• Role :- Giving Demo, Convince, Achieve the sales target, After Sales Service.
• Challenges Faced :- If the Salesman has not met the target they are asked to leave.
Sales quota- 650 cars per yr , 60 cars per month
12-16 walk in’s in a day
10 – 15 orders per week (avg)
Enquiry -15 per day
SALES FORCE
Audi BMW MB14
14.5
15
15.5
16
16.5
17
Series 1
Series 1
PERSONS
Performance BMW 3-Series 320d
Highline SedanAudi A4 1.8 TFSI
Mercedes-Benz C-Class 2012 C 250 CDI
Maximum Speed (kmph)
216 212 214
0-100kmph (seconds) 8.3 8 8.2
EngineBMW 3-Series 320d
Highline SedanAudi A4 1.8 TFSI
Mercedes-Benz C-Class 2011 C 250 CDI
Wheel Type light-alloy Alloy Alloy Wheels
Transmission Type Automatic Automatic Automatic
Weight (kg) 1445 1450 1655
Mileage Overall (km/liter)
9.7 8.96 8.5
Ex-Showroom Price Rs. 32,45,908 Rs. 28,92,477 Rs. 34,32,325
Comparison between Audi A4 , BMW 3-series and Benz C- Class
Performance BMW X6 M Price= 1,30,00,000
AUDI Q7 Price=Rs.1,25,00,000
Benz G Class price=Rs 1,34,67,200
Displacement 4395 cc 4134cc 5439cc
Cylinders V8 V8 V8
Power 555 PS at 6000 rpm
200PS at 4000 rpm
507PS at 6100rpm
Torque 680 N·m (500 lb·ft) at 1500-5650 rpm
760Nm at 1750 -3000 rpm
700Nm@2750rpm
Max. Speed in km/h
250 240 210
0–100 km/h in sec
4.7 3.6 5.5
Mileage Overall (km/liter)
7.2 8.5 9.5
Basic weight 2,380 kg 2,410 kg 2437
Comparison between Audi Q7, BMW X6 and Benz G Class
Services
Audi BMW Mercedes Benz
After Sales Free Service
2 - -
Customization Upon Request
Yes Yes Yes
Pick Up And Drop Available Available Available
Tow Service By The Company
Selling Process Summary :- Consists of advertising by Audi, to let potential buyers know that
Audi is available in Bangalore.
Make Customers Come To The Showroom :- The dealer will then have commercials on television, magazines papers to let people know that they can get the Audi car in Hosur Road.
Demonstration :- The salesperson will find a car of interest of the buyer and give a demonstration of its features and benefits to the buyer. This often involves a test ride in the car.
Negotiation :- The salesperson will go through a process of convincing the buyer to make a decision and buy the car right now.
STRATEGIES OF SALES• Pull Strategy :-
Advertisements in Paper, Tv, Business Magazines Car’s will be displayed in AUTOEXPO before they are launched into the market Audi will conduct OFF ROAD Rally's in Karnataka to display the cars Extreme off
road features.
. Push Strategy :-
Customers are given special Audi Merchandises like Watches, Key chains, Calendars and other Exclusive Items.
The salesman are given 1% incentives if they are able to sell above their targets.
Highest Selling Cars
Audi :- A4, A6, Q5, Q7
BMW :- 3 Series, 5 Series, 7 series
Mercedes Benz :- C class, E class and S class
India is the fastest growing luxury car market for Audi.
segment leader in the luxury SUV segment with the Q7 and Q5.
2nd position in the luxury SEDAN segment with A4 and A6.
Overall 2nd position in the luxury car segment.
The per capita income at current prices during 2011-12 is estimated to be Rs 60,972
THANK YOU
Audi Arun Hosur Main Road, Electronic City
Bengaluru - 560100.
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