2. What is an Automobile?
A automobile (or car) is a wheeled, self-powered motor vehicle used for transportation
and a product of the automotive industry. Most definitions of the term specify that cars
are designed to run primarily on roads, to have seating for one to eight people, to
typically have four wheels with tyres, and to be constructed principally for the transport
of people rather than goods.
• First toy-sized model car was invented by Ferdinand Verbiest.
• Modern car was invented by Karl Benz.
3. Company Profile
• Company Name – AUDI
• Slogan – “Vorsprung durch Technik”
• Company Type – Public Company
• Industry – Automotive
• Product – Luxury Vehicles
• Founded – Germany (29 June, 1932)
• Founder – August Horch
• Headquater – Germany
• Website – www.audi.com
4. Product Specification
• Name – Audi 2.0 TT QUATTRO
• Length - 4198mm
• Width - 1842 mm
• Height - 1353 mm
• Seating Capacity - 2 Person
• Engine Capacity - 1984 cc
• Fuel Type - Petrol
• Max Power - 208 bhp @ 4300 RPM
• Max Torque - 350 Nm @ 1600 RPM
• Transmission Type -Automatic
• No of gears – 6 Gears
• Drivetrain - AWD
• Air Conditioner - Automatic Climate
Control
• Power Windows - Front Only
• Central Locking - Remote
• Anti-Lock Braking System (ABS) -Yes
• Airbags - 6 Airbags
5. What makes this car different from other cars of this range?
• Legendary Quattro AWD system.
• State of Art - Audi Matrix LED technology.
• Cars with Virtual Cockpit.
6. STP Analysis
Segment Affluent customers seeking luxury, comfort and
excellent driving experience.
Target Group Targeted towards professionals and executives as
well as rich families.
Positioning Audi is positioned as a company which continuously
progresses by using innovative technology and
provides superior luxury and better driving
experience.
7. Marketing Mix
• Product – AUDI 2.0 TT QUATTRO
Audi has a good presence in India, boosted by the opening of a production plant
in 2007. As a result, many of the vehicles from the Audi range are available,
where Audi India sold 3,003 units in India in 2010, it has sold 10,002 units in 2013
showing 200% growth in 3 years and going on.
• Place –
Although based in Germany, Audi has a world-wide presence, and continues to
be a prolific seller of motor cars. The company has set out major plans and
investments in markets such as India, to achieve long term goals, and it
continues to grow in the Asian countries. Presently, Audi has 41 dealerships
across 43 cities in India.
8. • Price –
The cost of a new Audi 2.0 TT QUATTRO
in the UK is around 75510.47 GBP and in
India it is around 63.45 lac rupees, which
shows that Audi has premium pricing or
skimming price. Off course, the pricing is
completely justified looking at the quality
and the brand image of the car.
9. • Promotion –
Audi are involved in many sports and sponsorship ventures, such as
sponsoring some Italian football teams, and having a permanent feature in
Sony’s Playstation Home. Audi manages to keep itself in the public eye
without over doing it.
