marketing management internship under professor sameer mathur

1. Greatness
starts , when
you don’t
stop.

2. ESTABLISHMENT
• In 1899 August Horch started August Horch & Cie.
• Horch had previously worked with Carl Benz.
• In 1909 Horch left the company and immediately set
up a second car venture “AUDI” .
• Audi was internationally known due to the Austrian
Alpine Runs between 1911 & 1914.

5. IT HAS DONE SOMETHING MORETHAN INNOVATION
MAKING ITSELF GREAT BY STICKING
TO IT’S MISSION STATEMENT
“ PROGRESSTHROUGHTECHNOLOGY”

6. FROM
QUATTRO FOUR
WHEEL DRIVE
FIRST HYBRID
VEHICLES

7. A WHOLE NEW CONCEPT OFVIRTUAL
EXPERIENCE IN
LONDON , BEIJING & BERLIN

8. SPONSORSHIP

9. Average selling price of an Audi is still lower than an average selling price of a BMW
New entrants with environmentally sustainable cars likeTESLA – Potential Competitors

11. WE NEED AN ACTION
PLAN
• BUILDING LOYALTY
• BRAND COMMUNITIES
• CULTIVATING CUSTOMER RELATIONSHIPS
Customer Empowerment
Customer Recommendations
CustomerComplaints

14. WHY ?
They can customize market offerings , services , programs , messages and media.
THUS , ITS ESSENTIALTO HAVE MANY ‘CUSTOMERTOUCH POINTS’

15. Customers prefer to be acknowledged individually .
A personal touch can create miracles in establishing long
ties with customers .

17. How important is it to invest in customer loyalty for
cars , a product most people buy only every couple
of years ?
•To gain customer loyalty we need to gain satisfaction , service ,
quality and a good feedback from customer .
• An achieved customer loyalty brings us :
Repeat Business
Greater Volume
Cross-selling Opportunities
ProtectsYou From the Competitions
Word-of-Mouth Marketing
Benefit of the Doubt

18. Estimation of lifetime value of an Audi customer .
• The lifetime value (LTV) of your customer is loosely defined as
the net money a customer contributes over their life as a
customer.
• Lest roughly assume that Audi profit per vehicle is $6000 . On
average a customer purchase car after every 5 years and in life
time purchases 10 cars so profit from a customer will be
$60000 so at 15% of discount rate the NPV will be CLV for an
Audi.

19. What measures should Audi take to build long term
loyalty relationships ?
• Build best communication means with customer .
•Try to follow each customer needs & expectation & make
relevent promotion and communication with customers .
• Design a comprehensive , point-by-point marketing &
communication plan for each of the customer profiles Audi
have made .
• By designing a communication & marketing strategy to keep
customers coming back again & again .

21. DISCLAIMER
CREATED BY SWARANG CHANDWASKAR , NIT
SURAT DURING MARKETING MANAGEMENT
INTERNSHIP UNDER PROFESSOR SAMEER
MATHUR , IIM LUCKNOW