marketing stratergy of AUDI

Topics: Audi, Automotive industry, Volkswagen Group Pages: 10 (3297 words) Published: January 30, 2014
COMMERCE
Marketing project on

“Advancement through technology”

Introduction:
This project aims at understanding and comprehending the marketing strategies of one of the leading luxury car makers in the world. It outlines its penetration in the Indian car market and its advertising, branding, sales from thereon. The prime focus is on the decade between the years 2004-2014. The project highlights Audi’s impressive and rapid growth over the past decade. The rationale underlying in the adoption of non-traditional selling methods and how they have turned out a major game changer in the fiercely competitive luxury segment of the automobile industry. Also enlisted are the brand’s market share, target group, range of industry innovations and its future plans. Let us now have a glimpse at how it all began with a brief historical overview that throws light on its origin and Foundation. A description of how Audi attained Growth and Progress. History:

Audi designs, engineers, manufactures and distributes automobiles. Audi oversees worldwide operations from its headquarters in Ingolstadt, Bavaria Germany. Audi-branded vehicles are produced in nine production facilities worldwide. Audi has been a majority owned (99.55%) subsidiary of Volkswagen Group since 1966, following a phased purchase of AUDI AG's predecessor, Auto Union from Daimler-Benz Volkswagen re-launched the Audi brand with the 1965 introduction of the Audi F103 series. Mr August Horch (founder)

The company name is based on the surname of the founder, August Horch. "Horch", meaning "listen", becomes "Audi" when translated into Latin. Audi's slogan is ‘Vorsprung durch Technik’ meaning "Advancement through Technology". Recently in the United States, Audi has updated the slogan to "Truth in Engineering". Audi is part of the "German Big 3" luxury automakers, along with BMW and Mercedes-Benz, which are the three best-selling luxury automakers in the world. This is basically a German Based company. Audi traces its origin in August 1899. Horch was forced out of his company and he ultimately formed his own company which was named ‘Audi ‘in 1909 which was a Latin Translation of Horch (in Germany). The owner of this car brand upon whom the company has been named, Audi had got great success and reputation. He had no competitors to compete with him in those days. He had dominated the world auto vehicle market to a very great extent for a very long time. Audi supplied a wide range of passengers during 1930’s. It provided vehicles from motor cars o luxury saloon cars. In the year 1932 the Audi emblem has been changed to four rings after it was merged with three other big automobile companies like DKW, Horch and Wanderer. Later in the year 1980 it dominated the world rally. It introduced its Audi Quattro which had achieved huge success. In 2004 it entered the Indian market and from thereon has seen a uphill climb in its sales displacing the world leader BMW to claim the numero uno position in India. The brand “AUDI”:

Audi is a car brand which has shown its remarkable progress in the field of technological innovations and sophistication. Audi cars are famous not only for its impeccable sophistication design and style but also for its hard found creative and innovative ideas. This car brand produces cars with its unique capability to display style, luxury and comfort all together. The Audi car company comes out with a new model or reviewed model from time to time to keep track with the latest technologies and trends. It keeps tracks with the needs of the people and then designs the vehicle keeping in mind the different requirements of the people. The company put in lot of diligence and endeavour to get success in the field of automotives. The Audi car company was merely started with a single plant in some part of the Germany....
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