Audi's Marketing Strategies in India
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Case Details:
Case Code : MKTG307
Case Length :17 Pages
Period : 2004-2012
Pub Date : 2013
Teaching Note : Not available
Organization :Audi, Volkswagen
Industry :Automobile
Countries :Germany, India
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Excerpts Contd...
Reaching the Customer
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The growing disposable incomes of Indians and their increasing focus on luxury brands in spite of soaring costs supported the growth of brands like Audi in India. The Annual World Wealth Report of 2011 given by Merrill Lynch and Capgemini reported that India had the world’s 12th largest high net worth population, which was growing at 20.8% annually. The survey also reported that owning a luxury car had became the second most important aspiration in the list of this section of the Indian population next to owning the most sophisticated house. Analysts said that by 2015, India was likely to become the fourth largest market for cars in the world...
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The Results
Audi sold about 5,511 units in 2011 in India. Between January and March 2012, Audi sold 2269 units to become the second largest luxury car maker in the country, surpassing Mercedes Benz, which had sold 2130 units.
For the year 2012, Audi set a target of 8000 units. In September 2012, it recorded the highest monthly sales of 1,011 units. In the process, Audi also crossed its annual target within nine months. Commenting on its success, Perschke said, "With the strong numbers in September, we have already crossed last year's total sales numbers. It is a big achievement for us. We are now fully confident of crossing our target of selling 8,000 cars in 2012 by a good number."...
Which Car will Win?
By the time Audi entered the market, Mercedes Benz and BMW had established themselves as the major players in the luxury car segment in India. So analysts were skeptical about people accepting the Audi in the country. But within four years of its entry, Audi gained recognition and was included in the premium car segment list along with BMW and Mercedes Benz. It stood third after BMW and Benz till 2011. In 2012, Audi surged ahead of Mercedes Benz in sales to occupy the second position...
Exhibits
Exhibit I: Awards Won by Audi in 2012
Exhibit II: Indian Automobile Industry
Exhibit III: Audi India Dealerships
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