Conclusion

In conclusion of this blog, Audi appears as one of the world leaders of the motorcar. Its commercial and marketing strategy is based on quality cars and luxury with a sports image. Recently AUDI can praise itself to be on all the segments. The difficulty that I met at the time when I worked on the realization of my blog is that there is not real policy of Audi marketing. Indeed I could return account to me that Audi works in study project on each model. There are no common rules with share to create cars of quality. I make a point of thanking Mr. HILL for having allowed me to work on this subject.  I am a fan for a long time of this brand but thanks to this blog I could lean me on more technical aspects. I hope to continue to work on this bog in the future sincerelyTo finish with some Audi jewels: 

  

Analysis

There are a number of conclusions that can be drawn from these results. They give a good idea what the marketing mix should be like as many of the questions relate to the four P’s – price, product, place and promotion.

        Question four relates to the price of the product. It shows most people bought cars for less than £20,000 – 23 out of 32. The price range given to the A6 by Audi is above this so lowering it should be considered. However, question two shows that very few people own a car from Audi or one of its main competitors – BMW and Mercedes. This means that many people in surveyed are not in the target audience of Audi so are not as relevant to the questionnaire. This demonstrates the unreliability of my information so brings its significance into question. The other side of this argument is that Audi should try to bring these people into its target audience as their existing one is small and so should listen to their wants and needs. In my opinion if Audi bring out a cheaper car it will demean their reputation for producing high quality cars so is not a good idea. It may mean they lose their existing audience so would be a great risk. Question nine also relates to price as it shows people generally think Audi’s prices are high. They also think the cars are high quality though so this means in the consumers’ eyes they are still providing value.

         Questions five and six relate to the product itself.Question five shows people like a variety of colours, but the most popular are red, blue and silver; ten red, eight blue and five silver. A range of colours should be offered for the new A6 particularly those which are most popular. Question seven shows petrol cars are more popular than diesel; 27 people own a petrol car and only five diesel. The Audi A6 will definitely be offered as a petrol car and there are sufficient people who prefer diesel to also make this an option. Audi will be offering the A6 with both petrol and diesel engines.

        There are no questions that relate to the place of the product as this will be the same as it is for the A6 as it is for all other Audi cars; they are sold in the company’s showrooms all over the country. This is no real alternative to this approach.

        Questions three, ten and eleven relate to promotion.Question ten shows that currently very few people have heard of the A6. This suggests that up to this stage promotion of the new A6 has been insufficient. However, the car is not released until June so the firm have time to put this right. It is likely they will advertise much more frequently closer to the release date. The main ways people have heard of the A6 are advertising and reviews. This shows that the car has already been reviewed in a number of car magazines and there has been some advertising. There will need to be more in the future to increase awareness amongst consumers. Question three shows that there are a variety of ways in which people find out about cars.

         TelevisionAdverts (ten people), magazine adverts (six people) and reviews (seven people) are the most common ways for people to find out about cars. This gives an indication of what forms of promotion, particularly advertising, I should chose for the A6. Surveys like this are useful as they are designed specifically for the purpose they are being used for. However, there are some problems. Most notably, I have used a small sample size so the results will not be particularly reliable. There may also be some bias in the results as most of the people asked are people I know so will probably not be representative of the whole population. Also, of the people I asked many would not be in the target audience of the Audi A6, such as people who do not own cars or who own cheaper cars.

Another Audi Study

In order to complete my Audi survey, I will present you another market study which was realised by one Audi consultant before the launch of the new Audi A6 The results were as follows:

1. Do you own a car?

Yes 32 No 8

2. What make is it?

Ford 6 Vauxhall 4 Volvo 3 Hyundai 1 Skoda 3 Volkswagen 2
Toyota 4 Mazda 1 BMW 3 Mercedes 2 Audi 2 Jaguar 1

3. How did you hear about it?

Television advert 10 Radio advert 2 Magazine advert 6 Other form of advertising 1 Friend 4 Review 7 Shopped around 2

4. What was the approximate value of your car when you bought it?

Less than £10,000 13 £10,000 to £20,000 10 £20,000 to £30,000 8 Over £30,000 1

5. What colour is it?

 Red 10 Blue 8 Black 4 White 3 Silver 5 Green 1 Yellow 1

6. Is it petrol or diesel?

 Petrol 27 Diesel 5

7. What are the most important factors when buying a car?

Price of purchase 31 Cost to run (e.g. fuel consumption, cost to service) 26 Quality 30 Reputation of company 7 Features (e.g. CD player, alloy wheels) 11 Engine size 9 How many people can fit in it 4 Do not know 2

8. Would you consider buying a car over the internet?

Yes 9 No 31

9. What is your opinion of Audi cars?

Quality Price Very high 17 15 High 16 18Medium 3 5 Low 1 0 Very low 0 0 Not sure 1 0 Never heard of them 2

10. Did you know Audi were bringing out a new car? (The A6)

 Yes 7 No 33

11. Where did you here about it?

Advertising 2 Review 3 Internet 1 Car show 1

Marketing boss

Michael Renz the marketing boss of Audi
France.

The current marketing director Michael Renz entered in March, 1994 at Audi and occupied various functions in the marketing and commercial sector there. This specialist decided when he arrived to present a communications strategy based on the presentation of quality model with a touch of humour and suspense …. For the communication, the builder invested 30 million of euros last year in the media, among which 75 % in the press, and 25 at TV AD.

Let me to show you an example of his ads.

http://www.koreus.com/files/200411/pub-audi-s4-v8-quattro-chien.html

Some people see at Audi, fakings in the realization of its advertisements. In order to demonstrate you the opposite, I led my inquiry and indeed, here is the proof that certain advertisements are real.

 http://www.abrutis.com/video.php?id=409

Audi survey

With the aim of strengthening its strategy (of remaining a European leader), Audi launched a study to evaluate its image within a group of people. The results will be explained below. Please note that this study was conducted within the Business School of Le Havre.

To conduct this study:
• 60 % of the sample survey consisted of men and 40 % of women.
• The average age of the group pooled is 23 years old (the age group is between19 and 60 years old).
• Sample: 25
• By a survey on internet

1ST question: Do you or your parents possess an Audi?
Of those asked, 32 % are Audi owners. This figure is superior to the national average which is 15 %; it can be explained by the fact that the study was realized within the School, the profile of the students or their parents does not reflect the reality, their purchasing power being superior to the average.

Audi has always based its commercial strategy on quality and reliability of its cars, it was thus very
important to know the opinion of the respondents about the question.

In the question: What do you think about the Audi brand?
76 % of the sample think that Audi is very reliable, 24 % think that it is reliable. As we can thus notice is that nobody questions the reliability of Audi cars. This is a very good reliable proof of reliability the manufacturer.

Secondly Audi wanted to compare with its main competitors such as Mercedes and BMW.

Audi is in first place with 48 %, Mercedes is in second place with 28 % of the votes, followed very close by BMW. Mercedes has been for a long time the number 1 European car, known for its reliability. To be number 1, in this study for Audi is really a good indicator, of the image of the brand. Let us note that this figure has to be qualified in view of the small size of the sample.

The well-known German brand is the major argument which would push one person interrogated to buy Audi. To be a German brand is brand recognition, the second argument is the safety. The commercial strategy of Audi thus works very well, for the consumer the well-known German brand is a good thing and the quality of cars would make one consumer to buy an Audi car.

Advertisement:
For 56 % of the respondents thought that Audi’s commercial is interesting and 24 % think that they are the same very interesting. These figures reveal the quality of the advertisements of the brand which leave a lasting impression with the consumers. Let us note that only 20 % think that these ads are not interesting, which is little with compared toto those who think the opposite

The price
What do you think about the price of an Audi car?
72 % of the people think that an Audi car is too expensive, 24 % think that the price is accessible, and finally only 4 % that the price is a little expensive.
It thus seems that for the majority, Audi is too expensive; however, this figure maintains that 24 % think that it is accessible, which thus makes a large potential market.

Conclusion

 Audi has a very solid engineering; good quality, well built and very popular
 Audi is the most valued German brand
 The price of Audi cars in mind of the consumer is perceived as too expensive
 The advertisement of the brand leaves a lasting impression with the consumer

AUDI Q7

Audi arranges models of car on practically all the segments motorcar except on the 4x4. For some years, the 4x4 is fashionable on all the continents, Audi thus owed take out an up-market model. The marketing department of Audi, presented us recently its new 4X4, to explain its delay, Audi asserts that its model is a new generation of 4X4 which collects luxury and new technology. Let us note that this success was possible due to a collaboration with Volkswagen, one of these competitors.

http://www.motorlegend.com/modules/video/index.php?idvideo=205&fichier_url=audi_q7&debit=1&idarticle=12695

 

Key points: comfort and silence, very good gearbox, power of V8, developing finish

Weak points: size imposing in Europe, excessive weight, important consumption in gasoline
 

The main part of Q7 4.2 FSI
Driving: V8, 4 driving wheels
Powers: 350 horses, in 6 800 tr / mn
Acceleration: 0-100 kph: between 7,4 and 9,1 dry
Speed: 244 kph
Consumption: 13,6 l  
Emission of C02: 326 g / km
Price: from 69 950 to 81 920 €

     

The market of the motorcar is more and more competed, notably because of the arrival of the Asian models. Indeed, the European are more and more customer of this kind of model. Audi to counter this evolution in thus decided to strengthen its sports and 4X4 segment .

In 1899, the engineer August Horch created a firm in his name. Ten years later, forced out for financial dissensions, he created Audi, which means "listens to" in Latin, just like "Horch" in German. Audi cars are luxury cars with high technology. In 1932, financial difficulties in
Germany helped to create a grouping within the Automobile Union of Wanderer, DKW, Audi, Horch (where from 4 rings).  The Automobile Union was reborn in 1949 but produced only power-driven DKW two-stroke until 1965, which dates the takeover by Volkswagen. At this moment, the Automobile Union launched a new range of power-driven modern cars at four times, called Audi, whose trademark is decorated with four linking rings. After the merger of the Automobile Union and of the NSU in 1969, the group renamed itself Audi-NSU-Auto Union and kept the four linking rings logo. In 2003 the brand grew stronger with a 54% increase in sales over the previous four years.
After this short presentation, I am going to show you the marketing methods ofAudi, one of the European leaders of cars.