Published by MBA Skool Team, Last Updated: August 20, 2021
Marketing Strategy of Audi analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Audi marketing mix, help the brand succeed in the market.
Audi marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Audi Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Audi marketing strategy can be explained as follows:
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 many products currently including A series (A4, A6, A8), Q series (Q2, Q3, Q5, Q7), TT, E-TRON, S5, RS5, 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. Brands like Ducati & Lamborghini are also a part of the parent company.
Audi Price/Pricing Strategy:
Below is the pricing strategy in Audi marketing strategy:
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. Audi cars start from an average of $35,000 and premium sports models can go up to $1.5 million. 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.
Audi Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Audi SWOT Analysis, STP & Competitors
Audi Place & Distribution Strategy:
Following is the distribution strategy in the Audi marketing mix:
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 globally and also 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.
Audi Promotion & Advertising Strategy:
The promotional and advertising strategy in the Audi marketing strategy is as follows:
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. Audi chooses its marketing opportunities carefully, to reflect its image. Audi don’t believe in mass market because of its premium brand image. Audi invests in diverse sponsorships including Olympics, football clubs etc. The brand has also done product placements in Marvel movies & video games as well. Audi nurtures its brand image by giving out the message that high-profile people drive Audi. Hence, this concludes the Audi marketing strategy & mix analysis.
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. The company has more than 90,000 employees worldwide with annual revenues exceeding $50 billion.
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