New Product Launch Marketing Plan

The Volkswagen Group follows a cost leadership and differentiation strategy. The Volkswagen Group achieves low cost leadership by sharing automotive parts amongst its products and as well as sharing vehicle platforms amongst the other 12 brands under the Volkswagen Group, such as Audi, Bentley, Porsche and Volkswagen Passenger Cars. The Group improves product differentiation by focusing on the product quality improvement, innovation and sustainability. This differentiation strategy helps ensure that the customers are satisfied with the products, and that the customers will be willing to pay a premium for the product.

Audi in some way is able to cater to different types of clientele the reason for that is once your branded with them you tend to see the same people coming back which then shows good customer service these people can be known as a client for example

Public relations and sales promotion will play a major part of LiveWell’s ability to stay in the growth stage, attract new customers, and keep loyal customers that wish to lead a healthy lifestyle. Healthy chocolate’s message to the public is to “Live healthier and happier with every bite”. To enforce the credibility of healthy chocolate’s message, all of the chocolate products can get labeled with university research on its ability to produce anti-toxins, reduce blood pressure, and claim any other discoveries healthy chocolate can achieve.

To dominate the market an automaker needs multiple brands and Volkswagen has more than anyone else.

When you think of the terms luxury, sophistication, quality, class, and excellence as they relate to the automotive industry, none other than Mercedes-Benz should come to mind. Headquartered in Stuttgart, Germany, Mercedes-Benz is one of the world’s most successful German automobile manufacturing companies owned by a parent company known as Daimler AG. Daimler AG is also the owner of the car brand known as Smart. The German automotive giant prides itself on its innovative and luxurious automobiles, trucks, buses, and coaches. In addition to the main Mercedes-Benz vehicles, the company owns a high performance division known as AMG, which independently manufactures, engineers, and customizes ultra-high performance Mercedes-Benz AMG vehicles. They produce both upgraded Mercedes-Benz vehicles as well as their own unique vehicles, such as the SLS AMG, that aren’t based on standard Mercedes-Benz cars.

Less traffic collisions, An autonomous system will have improved reliability and faster reaction time as compared to the average human

In any market there are opportunities to be found. The automotive market is no different. For example, there has been a trend growing in the automotive market, which leans toward renewable energies and those vehicles that will leave less of an impact on their surrounding environment. Green technologies are tied into political agendas and public opinion. Porsche Automotive Group has not missed this less than subtle hint. In keeping with this trend, in the pasted decade Porsche has been developing electric cars (Porsche SE Group, 2016). Another opportunity that exists for Porsche Automotive Group is also one of their weaknesses. It is the fact that they specialize in luxury vehicles for an exclusive class of society. The current

Strength: Although Audi does have strong competitors in the luxury auto space, they have high brand recognition in the U.S. People perceive Audi as an innovative and high-tech company which is a very strong strength against competition.

Nevertheless, Audi’s US sales continue to rise despite the EPA’s stop-sale order for its diesel engines. Indeed, customers have discovered that the marque’s family of gasoline-powered models are a sufficient substitute — lower fuel prices across the board has relieved consumer pressure to find the most efficient cars too.

They should develop new ultra-sensitive sensors that will detect the car’s speed and according adjust the system to reduce the fuel consumption. This will lead to the reduction in the carbon footprints left by the cars manufactured by the company. Volkswagen should also make changes to its existing diesel engine technology .

The current challenges that have been identified are intense competition & speed and responsiveness. BMW is one the world leaders in luxury vehicles and world’s leading premium car brand. BMW has many fierce competitors which include: Lexus, Acura, Audi and Daimler Chrysler 's Mercedes Benz is the biggest competitor of BMW. With all of these competitors along with many others in the vehicle market it would be advantageous to get a head of the competition in producing an autonomous or self-driving vehicle, but that is not the case. Mercedes, Porsche, and GM have jumped out to a head start have begun funding research for a new autonomous self-driving vehicle. Along, with these known competitors Google and Apple could also appear to jump in and compete in this market as well. Therefore, speed and responsiveness will play a major part in this development of a new vehicle line. With all of these other companies already starting their research for an autonomous vehicle, BMW would be wise to start this as research as well, so to not fall too far behind the competition taking a proactive approach. Finally, BMW should also be worried about the Green Movement. The automotive industry has put a stress on environmental friendly vehicles, with the expansion of electric vehicles.

One of Volkswagen’s biggest strength is their robust research and development. VW focuses on expanding its strong brand and product portfolio while improving the functionality, quality, safety and environmental compatibility of their products. Volkswagen also focuses on electrification of their vehicle range to create an efficient range of engines and lightweight construction while working on increasing its alternative drive technology. VW’s robust focus on research and development has allowed them acquire several patents. In Fiscal year 2015, the group filed 6,244 patents globally for employee inventions. VW primarily focuses its R&D on 11 areas, which includes powertrain development, body

For the target market segment will be differentiated marketing strategy which means Audi Company produces several types of car such as SUV (Sport Utility Vehicle), Sedan and Sport each targeting its own segment of consumers.

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.

Audi AG is very famous and reputed largest company which design, engineers, produce, markets and distributes the automobiles. German is the places where it is manufactured. Audi-marked vehicles are created in nine generation offices around the world. The company name comes from the Latin word listen which was the meaning of “Horch”. Its is the surname of the author, August Horch so in German it turns to “Audi”. Audi is the combination of four car companies.