Audi is a German public automobile manufacturer founded in 1932, known for producing luxury cars and headquartered in Bavaria. It is largely owned by Volkswagen Group and operates 11 production facilities across 9 countries, representing its brand in 110 countries since 2004. Audi targets upper middle to high-class consumers through geographic, demographic, and psychographic segmentation strategies, and emphasizes a competitive positioning against brands like Mercedes and BMW.

2. Company Profile -
 Company Type - Public Company
 Industry – Automotive
 Produce Luxury Cars
 Founded - Germany (29 June 1932)
 Founder - August Horch
 Headquarter - Germany
 Locations - Now 11 production facilities in 9 countries
 Website – www.audi.com

3. Key Persons -
 Chairman of the Board of Management - Rupert Stadler
 Head of Design - Wolfgang Egger
 Head of Technical Development - Ulrich Hackenberg
 Head of Audi Group India – Joe King
 Managing Director of Audi Group India – Mitesh Patel

4. About -
 Audi is a German automobile manufacturer that designs,
and distributes luxury automobiles. Audi’s headquarters is
in Bavaria, Germany.
 Audi has been a owned (99.55%) by Volkswagen
Group since 1966.
 Audi India was established in March 2007 as a division of
Volkswagen Group Sales India.
 Audi is represented in 110 countries worldwide and since
2004.

5. Marketing-
 Branding –
The Audi shows four rings that represent the
four Base Companies of Auto Union.
The first ring from the left represents Audi, the second
represents DKW, third is Horch, and the fourth and last ring
Wanderer.
 Logo -

6. Marketing -
 Slogans –
“Vorsprung durch Technik” in German
Language meaning "Progress through Technology“.
 Sponsorships –
Football World Cup, World Winter sports ,
Golf and England Polo Team.

7. Market Segmentation -
 There four bases of segmentation -
1.Geographic Segmentation
2.Demographic Segmentation
3.Psychographic and Segmentation
4.Behavioural Segmentation
 Audi mainly utilizes -
1.Geographic Segmentation
2.Demographic Segmentation
3.Psychographic Segmentation.

8. Geographic Segmentation -
 Geographic segmentation is related to car buyers. The
first decision Audi make is which cars to market in which
countries.
Europeans drive much smaller cars than Canadians.
Within a country like India, Audi might
also segment the market into rural and urban areas.
People who live in rural areas are more likely to buy
a Audi A3 than a Audi A7.

9. Demographic Segmentation -
 Demographics is a general term for any measurable information
about consumers Like –
1.Age - The very young and the very old do not drive, Take the Audi
A6, for example. A 20 year old is more likely to choose this car than a
70 year old because it is more flashy.
2.Gender – Certain Audi Models is Made for Man’s and Women's also.
3.Income - A person's income level is a major influence on their
choice of car. Audi Produce Car For Every Income Group on world
Level. And in India A man Afford Audi on High Paying Job.

10. Psychographic Segmentation -
 Psychographic segmentation is dividing the buyers in the
market into groups based on social class, lifestyle, or
personality characteristics. These variables heavily
effected purchase making decisions.
 Audi aims for Upper Middle Class to High class people,
because it is a luxury brand.

11. Market Targeting -
 The Market Targeting of Audi is on 2 Basis first one is basis of Country
and second one is on the basis of Driving Type.
1.Country – Audi Targets Most of The countries around the word at
this time Audi Vehicles Are Produce in 9 Countries and Distributed to
the Rest world.
2.Driving – Audi Cars Are available for both purpose driving or luxury
use.
 Audi India has sold 8,072 Car since January 2014 and Changed his
Target 8000 to 8600.
 Audi sold 1,575,480 Cars worldwide in 2013 with target of 1,500,000.

12. Volkswagen Market Targeting -

13. Market Positioning -
 Audi Increase his Market positioning by giving stress on these point –
1. By choosing Right Competition like Mercedes and BMW.
2.Diffrentation – Audi Launch Some Different and Impressive cars then
Mercedes and BMW.
3.Audi Find his (USP) Unique Selling Proposition to increase Position in Market.
 Audi was again one of the most profitable manufacturers in the automotive
industry worldwide in 2013. The Audi Group increase sales of 10.1 percent.

14. Rank & Position of Audi worldwide -
Automotive Performance 3rd Position
Auto Pacific Vehicle
Satisfaction Awards 5th position
Best Business Brands
Germany
2nd position
Customer Service Index
Ranking Luxury Brands
2nd Position

15. Thank You