2. AUDI: Company Overview
Audi is a a performance and premium car manufacturer and its
primary objective is to become the leading premium brand in the
global market.
Given the transformation trend in the society with regards to car
types that individuals want to drive, the company is forced to
adjust its path in order to achieve the aforementioned objective.
However, the above can only be achieved if the company channels
its uncompromising and full focus to customers.
To realize the aforementioned objective, the company is making
use of a wide range of mix strategies including product strategies,
promotion strategies, pricing strategies and place strategies.
3. Product Strategies
Audi is known for producing only contemporary, high quality and high-tech
cars.
It makes use of the slogan” Truth of Engineering” to market its products.
Ideally, the slogan implies that the company must ensure high levels in all its
areas of technologies including economy, commutability, safety, and ecology.
Audi Company branding strategy is distinct from that of its competitors;
Mercedes-Benz and BMW. For instance, the company in its design process
makes use of four interlinked rings representing oldest automobile
manufacturers in Germany (Strauss 175).
The initial ring represents AUDI, DKW represented by the second ring ,
Horch represented by the third ring and the last ring represents Wanderer.
The aforementioned strategy helps the company in segmenting its markets as
well as making it easier for consumers to acknowledge their products easily.
4. Promotion Strategies
Audi makes use of the integrated marketing communication
concept to promote its cars.
For instance, the company is making use of direct marketing
strategies by offering its consumers with a special
surrounding (Estelami 151).
Equally, the company makes use of sales promotion known
as Happy Oktoberfest and Happy anniversary where
consumers are provided with the opportunity to test drive a
car of their choice and identify that which best suits them
( Moser 102).
The company also promotes its car in men magazines, and in
films.
5. Place Strategies
• Audi promotes its products via use of indirect sales
marketing channel.
• Being the manufacture, it requires other channels including
wholesalers and retailers to enhance the exchange process via
limiting the number of contacts involved.
• However, intermediaries are essential in helping the
company promote the company products to the end
consumer.
• To enhance the effectiveness of its distribution channels, it is
imperative for the company to address issues affecting
wholesalers in order to enhance their competitive edge in the
market (Moser 105).
6. Pricing Strategies
Price is the total of all the standards that consumers interchange for the
benefits of using or having the service or product.
Market infiltration pricing is a fast-entry price method that assumes that
sales volumes are enhanced by price reduction.
As a strategy, it enables Audi brand to penetrate the market deeply and
quickly by setting a low first price which is less than the actual market
price.
Audi aims to attract a lot of buyers to its innovative products given their
price flexibility.
Low prices will gain the market share and after the market share is won,
the worth of Audi will be raised.
Price of a product is determined by its various benefits or features. Audi
determines the price variance between the upgrading of the service or
product ( McDonald, Keith and Brian 65).
7. Recommendations
Audi appears to be a global leader in motorcar industry
because its marketing strategy focuses on luxury and quality
cars characterized by a sports image.
Therefore, the perfect way for the company to promote its
brand is through racing. This is attributed to the fact that
race does not exclude anyone from participating.
As such each and every person can have a race car, to be
precise, men often feel an absence of adrenaline. Thus,
racing is the perfect way to showcase to customers that Audi
Brand is faster, better, and of good quality.
8. Works Cited
Estelami, Hooman. Marketing Turnarounds: A Guide to Surviving
Downturns and Rediscovering Growth. Indianapolis, IN: Dog Ear Pub,
2010. Print.
McDonald, Malcolm, Keith Ward, and Brian D. Smith. Marketing
Due Diligence: Reconnecting Strategy to Share Price. Oxford:
Butterworth-Heinemann, 2007. Print.
Moser, Klaus. Mass Customization Strategies: Development of a
Competence-Based Framework for Identifying Different Mass
Customization Strategies. S.l.: Klaus Moser, 2007. Print.
Strauss, Ralf E. Marketing Planning by Design: Systematic Planning for
Successful Marketing Strategy. Chichester, England: Wiley, 2008.
Internet resource.
