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AUDI Company Marketing Mix Strategies

AUDI: Company Overview Audi is a a performance and premium car manufacturer

and its primary objective is to become the leading premium brand in the global market.

Given the transformation trend in the society with regards to car types that individuals want to drive, the company is forced to adjust its path in order to achieve the aforementioned objective.

However, the above can only be achieved if the company channels its uncompromising and full focus to customers.

To realize the aforementioned objective, the company is making use of a wide range of mix strategies including product strategies, promotion strategies, pricing strategies and place strategies.

Product Strategies Audi is known for producing only contemporary, high

quality and high-tech cars. It makes use of the slogan” Truth of Engineering” to

market its products. Ideally, the slogan implies that the company must ensure high levels in all its areas of technologies including economy, commutability, safety, and ecology.

Audi Company branding strategy is distinct from that of its competitors; Mercedes-Benz and BMW. For instance, the company in its design process makes use of four interlinked rings representing oldest automobile manufacturers in Germany (Strauss 175).

The initial ring represents AUDI, DKW represented by the second ring , Horch represented by the third ring and the last ring represents Wanderer.

The aforementioned strategy helps the company in segmenting its markets as well as making it easier for consumers to acknowledge their products easily.

Promotion StrategiesAudi makes use of the integrated marketing

communication concept to promote its cars. For instance, the company is making use of direct

marketing strategies by offering its consumers with a special surrounding (Estelami 151).

Equally, the company makes use of sales promotion known as Happy Oktoberfest and Happy anniversary where consumers are provided with the opportunity to test drive a car of their choice and identify that which best suits them ( Moser 102).

The company also promotes its car in men magazines, and in films.

Place Strategies• Audi promotes its products via use of indirect sales

marketing channel.• Being the manufacture, it requires other channels

including wholesalers and retailers to enhance the exchange process via limiting the number of contacts involved.

• However, intermediaries are essential in helping the company promote the company products to the end consumer.

• To enhance the effectiveness of its distribution channels, it is imperative for the company to address issues affecting wholesalers in order to enhance their competitive edge in the market (Moser 105).

Pricing StrategiesPrice is the total of all the standards that consumers

interchange for the benefits of using or having the service or product.

Market infiltration pricing is a fast-entry price method that assumes that sales volumes are enhanced by price reduction.

As a strategy, it enables Audi brand to penetrate the market deeply and quickly by setting a low first price which is less than the actual market price.

Audi aims to attract a lot of buyers to its innovative products given their price flexibility.

Low prices will gain the market share and after the market share is won, the worth of Audi will be raised.

Price of a product is determined by its various benefits or features. Audi determines the price variance between the upgrading of the service or product ( McDonald, Keith and Brian 65).

RecommendationsAudi appears to be a global leader in motorcar

industry because its marketing strategy focuses on luxury and quality cars characterized by a sports image.

Therefore, the perfect way for the company to promote its brand is through racing. This is attributed to the fact that race does not exclude anyone from participating.

As such each and every person can have a race car, to be precise, men often feel an absence of adrenaline. Thus, racing is the perfect way to showcase to customers that Audi Brand is faster, better, and of good quality.

Works CitedEstelami, Hooman. Marketing Turnarounds: A Guide to

Surviving Downturns and Rediscovering Growth. Indianapolis, IN: Dog Ear Pub, 2010. Print.

McDonald, Malcolm, Keith Ward, and Brian D. Smith. Marketing Due Diligence: Reconnecting Strategy to Share Price. Oxford: Butterworth-Heinemann, 2007. Print.

Moser, Klaus. Mass Customization Strategies: Development of a Competence-Based Framework for Identifying Different Mass Customization Strategies. S.l.: Klaus Moser, 2007. Print.

Strauss, Ralf E. Marketing Planning by Design: Systematic Planning for Successful Marketing Strategy. Chichester, England: Wiley, 2008. Internet resource.