Analyzing the marketing strategy of AUDI in Indian market
Introduction: The main principle of this research proposal is to analyze the marketing strategy of Audi in Indian market. This research proposal further reveals the approaches or a way of methods to achieve the expected results of this research and to gain knowledge of Audi’s marketing strategy and Car market in India. The idea of this research is raised from the main aim of Audi India. Their aim is to be leading luxury car brand in India. This research proposal shows the way of accomplishing the research aims and objectives. The result of this research could open the door for Audi as well as any automobile companies to enter and to dominate the Indian market. This research
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Too many foreign car companies are getting in to Indian market by jointing hands with these companies. For example: (Maruthi-Suzuki, Mahindra-Renault) • ^ "Car Manufacturers". Automobileindia.com. Retrieved 2010-11-28.
Luxury in India:
According to American express in their article “Inside the affluent space” the state of mind of Indian is focusing more on proving themselves to others. “Yes, I did it “. Indian will get same kind of feeling when they have purchased luxury product. India has been facing lot of problems such as corruption, poverty, growth of population. However, it also has other side which is huge market of all luxuries product in the world. Recent survey conducted by “The Hindu” says there is only 19 % of population can afford to purchase any luxuries product. Even this 19 % makes India as a global and huge market. http://www.docstoc.com/docs/38805671/Marketing-Luxury-Brands-in-India
Research Aims and Objectives: The aims and objectives are the ultimate goals for researchers. They are as follows:
Aims:
Primary Aim: The primary aim of this research is to draw the way for Audi to become a leading luxury car brand in Indian market.
Secondary Aim: The secondary aim of this research is to increase the sales of Audi in India.
Objectives:
Research objectives are as follows: • To analyze the problems in Indian market that Audi India is been facing. • To find the reason why the sale of Audi is less in India when comparing
The luxury market is growing fast in China and India due to the rapidly increasing wealth levels and standard of living gains. Coach must keep in mind the different cultural backgrounds of each country and take that into account when designing and marketing new products and lines.
Arnold Communications undertook extensive market research in order to understand the modern VW buyer and their position in the industry. They set about collecting primary data through extensive interviews, visiting 95 of the top VW dealers and drving VX over 50,000 miles
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This journal is relevant to the topic of this research, firstly it provides information about what factors will influence the public’s choice of car, secondly it shows how the three main variables influence the distribution intensity of each brand, so that influence the public’s choice of car. However, this study focuses on
Audi has a goal to become the worlds largest luxury car brand by 2020. This is an ambitious goal and Audi has outline this process in it's Strategy 2020. Audi has an ambitious
The new car product is the core of Autobytel’s automotive business. In a nutshell, Autobytel helps customers with making choices about the type of car they want to buy without the pressure of a sales force. Once a customer has determined the exact type of car they want to buy, the service then directs these motivated buyers to participating retailers. In essence, Autobytel has two customers, car buyers and car sellers and needs to work at pleasing both. In order to continue to attract more car buyers, Autobytel needs to focus its marketing and understand the marketing plan’s effect. Not only will this bring more interested
Indian automotive industry has witnessed dramatic changes right from liberalisation, 100% FDI through automatic route, steadily rising in national income, steadily rising standard of living, Socio Cultural Revolution of joint families to nuclear families, working couples, change in mind-sets where car was once looked as rare luxury now in some parts of India it is just a necessity, increasing people awareness and they being more
With its substantial population and growing economy, East Asia is fast becoming the world?s largest brand-name luxury goods market (Wong & Ahuvia 1998; Jiang 2005). East Asians have been found to be avaricious luxury
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Mercedes benz is considered as the world’s oldest manufacturer of luxury carmaker and the reputation is unlikely to go away in the near future. This marketing mix looks at the company’s marketing and advertising strategies it has implemented over the years to establish itself as a leader in the fiercely competitive automobile industry.
The following report will focus on the Volkswagen Company and how they will improve and rebuilt their image. This has been a result of the catastrophic carbon emissions issue that surfaced in 2015. Competitors such as Ford, BMW, General Motors, Audi and Toyota will be discussed and indicate where VW can focus their changes on and learn from these. Furthermore, this report will show a situation analysis on the automobile industry leading to the problems and opportunities for VW. These analyses will be followed by an evaluation matrix outlining a contingency plan. Following this, a three level product concept will be conducted to assess VW’s core product and actual product after completing an internal analysis. These evaluations will result in a list of marketing strategies and an action plan for VW’s executive team to meet. Research has been sourced from industry websites, academic research and competitor analysis.
Volkswagen, as the name suggests means “people’s car” and defines its objectives to design and manufacture cars which are fuel efficient and affordable. With continuous improvement, Volkswagen has not only subjugated the automotive market with respect to its low priced cars, but also earned industry acknowledgement. The core competency of Volkswagen is structured to build customer loyalty. Although, Volkswagen suffered from erratic sales pattern when the company introduced a new model commonly called as the “Himalayas chart” due to its rise and falls (Austin, 2007).This was because of the management not dealing with situations proactively. This problem was mitigated soon through its
According to the Ministry of Commerce and Industry, the automobile industry in India has seen a tremendous compound growth at the rate of 22 % between the year 1992 and 1997. Furthermore, the annual turnover of the automobile sector in India, in the financial year 2002-2003, is said to have surpassed the capital investment of Rs 50,000 crore. With Indian automobile corporations gaining international market, the turnover in the similar year was calculated to be Rs. 59,518 crore. The Indian automobile industry will be a standout amongst the leading in the globe. Those business accounts to 7. 1 percentage of the country 's horrible down home item (GDP). Likewise around FY 2014-15, around 31 % of little autos sold comprehensively need aid made over India. The two Wheelers section with 81 percentage business sector allotment is the pioneers of the Indian car business owing with a developing white collar class What 's more an adolescent populace. Moreover, the developing investment of the organizations in exploring those provincial business sectors further helped those development of the division. Those Generally speaking passementerie vehicle (PV) section need 13 percentage business stake. India may be also a conspicuous auto exporter and need solid fare growth desires for those close future. Clinched together with April-January 2016, fares of business Vehicles enrolled a Growth from claiming 18. 36 % through April-January 2015.
1) The buyer decision process of traditional Porsche customers relies on the motivations that determine these people to select this brand. Their purchasing decision process is based on the exclusivity of the brand that is connected with the car owner. In their opinion, by purchasing a Porsche, traditional customers purchase the exclusivity and luxury associated with the brand. These customers want to purchase a car that reflects their social status and their financial power. In addition to this, they are not interested in the utility of the car, but in the characteristics that differentiate it from utility cars. These traditional buyers are rather interested in their feeling while driving a Porsche in comparison with the size, price, or fuel economy of the car.
However, due to its unique targeting strategy, it has not win compatible brand recognition among the public. Although Audi enter much earlier than BMW and Benz in the luxury car market, its marketing strategy limited increase of public brand recognition even Audi has over 100 years’ history. Besides, although its styles are highly accepted by the targeting customers, there are a growing number of people who can afford luxury cars for family use in China. Lack of vitality is limit of its further market expansion. On the contrary, its major competitor in China, BMW, has launched a series of marketing strategies to promote its high-performance, manoeuvrability, as well as stylish design to attract young people (BMW, 2009) in order to expand its market share. Therefore, although Audi has achieved success in the targeting market, it may consider further development through diversification in product line and advertising campaign.