Audi Marketing Mix

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Marketing Mix of Audi analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the business & marketing strategies of Audi.

Let us start the Audi Marketing Mix:

Product:

Audi holds an image of a luxury brand because of its products, its products are unmistakable. The company offers different products to the market and its cars are evolving with the change in technology. Audi makes beautiful cars with exceptional power. The products in Audi marketing mix cater to a wide range of premium cars i.e. sedan, SUV, sports etc. A8 is a benchmark for design and technology. As a premium brand company, it values technology and targets its customers accordingly. Company invests in technological and innovational advancements and designs remarkably high quality products. The Company offers around 15 products currently including A series (A1, A3, A4, A6, A8), Q series (Q3, Q5, Q7), TT, E-TRON, R8. Audi Also offers variety of range in sports cars. Audi has a loyal customer base because of the popularity of products they have delivered over the years.



Image: pixabay


Price:

Audi is perceived as a luxury in its customer’s minds. Audi uses premium price policy to cash its brand image. Since it is a competitive industry, the price strategy in the Audi marketing mix is primarily based on competition pricing of premium car manufacturers. Brand equity is high for Audi. Company provides high quality products in Audi showrooms which allows customers to access the brand easily. An innovative financial option is offered by Audi Finance to help customer to buy the products at ease. Optional pricing strategy is employed for existing customers to use optional features in the cars. For e.g. Audi Bang, sound system and navigation system are optional accessories in a car and the customer purchases these willingly but they are optional. Audi price variations also depend upon geographical locations and economic conditions of a particular country.


Place:

The place and distribution strategy in the marketing mix of Audi can be understood as below. Audi is one of the biggest brand serving its customers throughout the world. Audi’s headquarters are situated in Germany. The company has its production facilities at nine locations across the world. They are also targeting untouched market in search of potential customer. As a result, Audi has made investments in India and continues growing in Asian market. Audi has established and maintain its presence through an exclusive network of dealership and after sale service centers. Audi use a channel from producer to distributor to wholesaler to dealer to customer. Audi use advance technology in its production houses as they are driven to attain customer satisfaction with a vision to become most successful premium brand globally.


Promotion:

Audi’s Logo holds the key to its promotional activities. Audi’s four overlapping rings automatically create a brand image in customer’s mind. Audi has an active participation in sponsoring many sport ventures. Besides television, print media and internet marketing, Audi also engages celebrities to endorse the product. For example, In India, celebrity filmstars launched Audi RS7 Sports Coupe. Audi chooses its marketing opportunities carefully, to reflect its image. Audi don’t believe in mass market because of its premium brand image. Audi nurtures its brand image by giving out the message that high-profile people drive Audi. Hence, this concludes the Audi marketing mix analysis.


About Audi:

Audi a German brand is rooted steadfastly in the luxury car market since 1932, with a vision to become a premium brand worldwide. Over the period of time, Audi has established itself as a trustworthy and coveted brand in the automobile category. Audi automobile manufacturer from Germany focused in designing and manufacturing cars with a huge market of the luxury vehicles around the world. They have nine production facilitates worldwide. Audi AG was formed after the amalgamation in 1932 of NSU, DKW, Horch and Wanderer. Audi AG has its headquarters in Bavaria, Germany. Audi is known for delivering products that are high in quality, designs and technicalities which mark Audi brand as a luxury. Audi aspires to become a global leader in the car manufacturing industry and established itself as a premium brand.

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Browse 4Ps Analysis of more brands and companies similar to Audi Marketing Mix. The Marketing Mix section covers 4Ps and 7Ps of more than 300 brands in 2 categories.


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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only.

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