ABSTRACT

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

Audi 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.
Car Company
Marketing Management
Hafsah Khan 18L-0157
 Audi
Product:
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 around 15 products currently
including A series (A1, A3, A4, A6, A8), Q series (Q3, Q5, Q7), TT, E-TRON, 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.

Price:
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. 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.

Place:
The place and distribution strategy in the marketing mix of Audi can be understood as below. Audi is one
of the biggest brands 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
India and 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.
Promotion:
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. For example, In India, celebrity film stars launched Audi RS7 Sports Coupe. Audi chooses
its marketing opportunities carefully, to reflect its image. Audi don’t believe in mass market because of
its premium brand image. Audi nurtures its brand image by giving out the message that high-profile
people drive Audi. Hence, this concludes the Audi marketing mix analysis.