Company Profile -

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

Key Persons -

Chairman of the Board of Management - Rupert Stadler Head of Design - Wolfgang Egger Head of Technical Development - Ulrich Hackenberg Head of Audi Group India – Joe King Managing Director of Audi Group India – Mitesh Patel

About -

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.

Marketing- 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 -

Slogans – “Vorsprung durch Technik” in German Language meaning "Progress through Technology“.

Sponsorships – Football World Cup, World Winter sports , Golf and England Polo Team.

Market Segmentation -

There four bases of segmentation - 1.Geographic Segmentation2.Demographic Segmentation 3.Psychographic and Segmentation4.Behavioural Segmentation

Audi mainly utilizes - 1.Geographic Segmentation2.Demographic Segmentation3.Psychographic Segmentation.

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.

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.

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.

Market Targeting - 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 8,072 Car since January 2014 and Changed his Target 8000 to 8600.

Audi sold 1,575,480 Cars worldwide in 2013 with target of 1,500,000.

Volkswagen Market Targeting -

BentleyLamborghini

AudiVolkswagen

Market Positioning - 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 2013. The Audi Group increase sales of 10.1 percent.

Rank & Position of Audi worldwide -

Automotive Performance

3rd Position

Auto Pacific Vehicle Satisfaction Awards

5th position

Best Business Brands Germany

2nd position

Customer Service Index Ranking Luxury Brands

2nd Position

Thank You