The Marketing Mix of Audi tells the 4ps (Product, Price, Place, and Promotion) of the German automotive manufacturer of luxury vehicles – Audi!
Audi is a German automobile manufacturer that is considered one of the world’s top three luxury automakers. Audi, along with Mercedes and BMW, is the world’s largest premium automobile manufacturer.
Audi’s global production is overseen from its headquarters in Bavaria, Germany, and the company has nine manufacturing locations across the world.
Since 1966, when Daimler-Benz purchased Audi’s parent group “Auto Union”, Audi has been a majority-owned subsidiary group of Volkswagen.
With the F103 series, Volkswagen re-launched the Audi brand, and Audi has since carved out a position as a premium automotive manufacturer, delivering visually beautiful designs mixed with gratifying driving and technical reliability.
Audi has been selling luxury cars in India since 2004, but in 2007 it became a division of Volkswagen Group Sales India and began to develop long-term plans that included large-scale investments, recruitment drives, and high-quality sales services to achieve its goal of becoming India’s number one luxury car.
Product in The Marketing mix of Audi
Because of its distinctive goods, Audi has earned a reputation as a premium brand. The company offers a variety of vehicles to the market, and its automobiles are always changing to keep up with technological advancements.
Audi creates stunning automobiles that are also quite powerful. Audi’s marketing mix includes a variety of premium vehicles, such as sedans, SUVs, and sports cars. The A8 is a design and technological landmark.
It sees technology as a premium brand and targets its clients appropriately. The company invests in scientific and innovative breakthroughs and manufactures vehicles of exceptional quality.
The Company offers much range of vehicles including Q series (Q2, Q3, Q5, Q7), A series (A4, A6, A8), TT, E-TRON, S5, RS5, R8
Audi Sports cars are also available in a wide range. Because of the popularity of the products they have produced over the years, Audi has a dedicated consumer base. Ducati and Lamborghini are two of the parent company’s brands.
Price in The Marketing Mix of Audi
A new Audi A1 costs roughly 14,000 GBP in the UK and around 19 lac rupees in India, indicating that Audi uses premium pricing or skimming pricing. Of course, considering the car’s quality and brand reputation, the price is fully deserved.
This cost is also required for the brand’s right positioning. People admire the company’s reputation, which is reflected in the car’s manufacturing – 123,000 units or more in 2013.
Repayment options are available at dealerships and showrooms, giving a wide range of people access to the brand. Of course, Audi has a well-regarded line of sports vehicles, such as the Audi TT RS Coupe and the R8 Coupe, but the production of most of its automobiles has been increasing steadily over the past 15 years.
Audi had strong success in India throughout the previous year and the first quarter of 2014. Recently, there has been a price increase, which has been attributed to rising exchange rates.
However, the company makes every effort to rationalize pricing and offer new financing solutions through Audi Finance, making the purchase more appealing. BMW, Volkswagen, and Skoda are some of its closest competitors.
Place in The Marketing Mix of Audi
Audi’s marketing mix includes a place and distribution strategy, as seen below. Audi is a well-known brand that caters to people all around the world.
The headquarters of Audi is in Germany. The corporation has production units in nine different countries. They’re also looking for prospective customers in new markets. As a result, Audi has made global investments and continues to expand in the Asian market.
Audi has built and maintained a strong presence in the United States through an exclusive network of dealerships and after-sales service facilities. Audi uses a channel that connects the producer, distributor, wholesaler, dealer, and client.
Audi’s manufacturing plants employ advanced technologies to achieve customer satisfaction to be the world’s most successful luxury brand.
Promotions in The Marketing Mix of Audi
The cornerstone of Audi’s advertising endeavors is its logo. In the minds of customers, Audi’s four overlapping rings naturally generate a brand picture. Audi is involved in a variety of sporting endeavors as a sponsor.
Audi uses celebrities to support the product in addition to broadcast, print media, and internet marketing. Audi carefully selects its marketing chances to suit its image. Because of its premium brand image, Audi does not believe in the mass market.
Audi supports a wide range of events, including the Olympics and football teams. Product placements in Marvel movies and video games have also been done by the company. Audi cultivates its brand image by sending out the impression that Audi is driven by celebrities.
I hope you have gathered all the required information about the Marketing Mix of Audi and the 4 P’s of Audi. Stay tuned for more Marketing Mix Articles.