.Project Topic: Choosing the Industry and selecting organisation within this

industry and discussing 4 P’s and segmentation, targeting and

positioning SUBMITTED BY :-

varun

HISTORYToday the Audi name is synonymous with the

expression "vorsprung durch technik," which means Advancement through technology.

In 1899, August Horch established his first company A. Horch & Cie in Cologne.

. 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 all segments of the market, from motorcycles to luxury cars.

MARKETING MIXPRODUCT

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 : Audi’s 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 TTS ,Audi RS3, Audi RS5 & Audi TT RS , Lamborghini Murciélago, Gallardo, Aventador.

PRODUCTProduct 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 Murciélago

Compact Sports car there is Audi TT, Audi TTS Sports car there is Audi A8

Compact Crossover SUV there are Audi Q3, Audi Q5, Audi A7.Product Consistency: Audi has exclusive dealerships

all around the world through which it sells its car. It also has limited number of suppliers from which it gets its materials.

PRICINGAudi 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.

PLACINGSuccessful value creation needs successful value delivery.

Holistic marketers are increasingly taking a value network view of there businesses.

Marketing channel is a particular set of channels a firm employs, and decision about it are among the most critical ones management faces.

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 for its car .

Audi India records 104 percent growth in May 2011. Audi, the German luxury car manufacturer, continued its remarkable performance in India with a sale of 408 cars in May 2011 - a growth of 104 percent (200 cars: May 2010).

PROMOTIONVideo: one of the promotional strategy use by the Audi is

promotion through video. Audi launch its new car this year name A3 TDI.

Online and Social Media: other strategy used by Audi is through facebook, twitter, and other online media.

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 ten years ago, remain popular in marketing campaigns.

SEGMENTATIONPremium 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 The executive cars are engineered and positioned as premium

vehicles with better performance and technology amenities.High-end luxury These are the marque's showcases for the newest automotive

technology. Audi A8, Lamborghini Murciélago, Gallardo, Aventador blends innovation, performance and luxury with competitive prices.

Luxury SUVAudi developed crossovers to compete in the SUV segment as they

did not have an existing body-on-frame vehicle in their lineup.

TARGETINGAs 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 one of the critical components in modern market environment .

Our main target is to give premium quality service with latest and advance technology to customers as per their needs.

POSTININGIs an art of designing the company’s offering

and image to occupy a distinctive place in the mind of the target market.

The goal is to locate the brand in the mind of the consumers to maximize the potential benefit.

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 Q3 model.

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 truck at site • Taxi of upper-class standards free of cost for up to 48 hours • On site repairs, delivery of fuel, delivery of spare keys • Custody, transportation, storage and safekeeping of vehicle • Transport of vehicle to destination or habitual residence • Transportation of luggage and personal effects • Transmission of urgent messages to family and friends • Usage of specially designed towing platform .

CONCLUSION Audi’s 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 is ready for the dawning of the new age.