Audi, founded by August Horch in the early 20th century, symbolizes the merger of four independent manufacturers and emphasizes technological advancement, exemplified by 100% galvanized car bodies and FSI engines. The brand targets luxury car buyers, especially younger demographics, using extensive marketing strategies and customer loyalty initiatives to encourage repeat purchases. Audi's cars are assembled in India from parts manufactured in Germany and are marketed through various channels, including advertisements, auto expos, and promotional events.

1. Through
Technology

2. ORIGIN : German
FOUNDER : August Horch
YEAR : Early 20th Century
“Listen" in German becomes "Audi" in
Latin

3.  Symbolizes the
amalgamation of four
previously independent
motor-vehicle
manufacturers:
Audi, DKW,
Horch and Wanderer

4. AUDI
Audi SUV’s ‘RS’ MODELS
Audi-TT
Compact
Sports car
Audi – R8 Sports Car
RS4
Avant
(Estate/Wago
n)
RS5
Cabriolet
(Convertible)

5. Body shells : Audi produces 100% galvanised cars
to prevent corrosion.
The full-body zinc coating has proved to be
very effective in preventing rust.

6. In 1972 & 1974 Audi led to the development of
inline- four engine families.
Fuel Stratified Injection : New models of the A3,
A4, A6 and A8 have Stratified Injection (FSI)
engines.
LED daytime running lights : Audi has implemented
white LED technology as daytime running lights
(DRL) in their products.

7. How Does Audi reach Deale
?
In INDIA
1. The car parts are manufactured in Germany.
2. Then, they are shipped to India as parts and
reach Aurangabad where the are finally
assembled.
3. The cars are then transported through trucks
to the Dealers in Bangalore.

8. AUDI COMPETITORS

12. SALES
PULL STRATEGY
1. Advertisements in Paper, TV, Business Magazines.
2. Cars are displayed in the AUTOEXPO before they are launched into the
Market.
3. Audi conducts OFF ROAD rally's in metro cities to display the cars
Extreme Off Road features.

13. SALES
PUSH STRATEGY
1. Customers are given special Audi Merchandises like Watches, Key chains,
Calendars.
2. The Salesmen are given 1% incentives if they are able to sell above
their targets.

14. 1. Audi targets the market segment of luxury car buyers
in their 20s, 30s and 40s.
2. Capture younger Demographic by releasing more
affordable options.
3. Target multiple consumer segments

15. 1. Produces contemporary, high quality and high-
tech cars.
2. It makes use of the slogan "Progress through
Technology" to market its product.
3. "Sportiness" is one of the differentiating factor
favouring Audi.

16. 1. Audi makes use of Integrated Market
Communication.
2. Happy Oktoberfest provide
opportunity to test drive a car of
their choice for free.
3. Promotes its cars in Magazines and
Films, Social Media.

17. 1. Attracts a lot of
buyers to its innovative
products given their
price strategy.
2. Determines price

19. In your opinion, how important is it to invest in
customer loyalty for cars, a product most
people buy only every couple of years ?
 Customer Loyalty can be defined as customers continuing
to believe that one organization’s product/service offer
remains their best option.
 Loyal customers stick around even when there is a
problem in the organisation.
 The purchase is guaranteed by client periodically.

21. Created by Suhani N. Shrivastava, NIT GOA, during a
Marketing Internship by Prof Sameer Mathur, IIM
Lucknow.