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AUDI

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by

Arash Zadeh

on 29 June 2013

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Transcript of AUDI

Advancement Through Technology
AUDI AG
Rallying

Touring cars

Sports car racing
Motor Sport
Slogans
Development
History / Repositioning
Sponsorship
History
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Birth of The Company
Auto Union Era
Post-World War II
New Auto Union Unit
Modern Era
Repositioning
Repositioning
Audi AG Today
Marketing Mix 4 P's
Product
Place
Promotion
Motor Sports
Brand Strategy 2020
Mission Statement
Marketing Mix 4 P's
Vision
Corporate Strategy
Product Placement
Analysis
"SWOT Analysis"
"Porters Five Forces"
OUTLINE
Outlook
Technology
Technology
Price /Models
Corporate Strategy
The AUDI Brand's Strategy 2020
Product Placement
1885: Automobile Company Wanderer was established
1899: August Horch established A. Horch & Cie.
1909: Horch Automobil-Werke GmbH was established
audiatur et altera pars...
1928: DKW, acquired the majority of shares in Audiwerke AG
1932: Audi merged with Horch, DKW, and Wanderer
Auto Union was formed
1939: The "Audi" name disappeared completely from the new car market for more than two decades
Good reputation
Capacity of producing a car of high quality
Premium pricing
Large spending power
Profitable in the market
Vast marketing budget
Addition of luxurious features
Promotion of it's brands
Challenge of having to charge exorbitant prices
Aspirations that Potential customers will cater for these costs
Has to ensure that they manufacture new models
Through technology and innovation
Gaining an ample part of the market
Tremendous growth
Good economic environment
Release Wars
Competitors like Mercedes and BMW have also a good reputation
A6 - elastic product - price fluctuation
Porter's Five Forces
P5F
Threat of New Entrants
Bargaining Power of Buyers/ Customers
Threat of Substitute Products
Bargaining Power of Suppliers
Intensity of Competitive Rivalry
Threats of new entrants is low
Barriers to entry are high
High brand equity
High ability to distribute the product
High legislation and government policy
U.S dealers were giving great deals to buyers to get the industry moving
The german government were giving scrappage bonus for used cars to boost the economy
In 2009:
Audi has a good performance
Ideal features like :
Air conditioning
CD Player
Cruise Control
Good reliability
Audi is mostly promoted through
Product
Place
Promotion
Sponsorship
What can we expect?
General Information
Industry: Automobile manufacturer and distributor
Founded: Zwickau, Germany (16 July 1909)


Founder: August Horch


Headquarter: Ingolstadt, Germany
Area served: Worldwide
Key people: Rupert Stadler, Chairman of the Board Management
Wolfgang Egger, Head of Design
Wolfgang Dürheimer, Head of Technical Development
Production
output: 1,466,059 units (till 2012) (Audi brand only)
Employees: betweet 50 and 65 thousand over the course of one year

Subsidiaries: Ducati Motor Holding S.p.A
Italdesign Giugiaro
Automobile Lamborghini S.p.A
Audi Quattro GmbH

1994: Audi laid the strategic foundation for repositioning
Partnership with MetaDesign
New brand experience:
Unified visual identity from point of sale to the corporate website
Establish itself in the market for luxury cars
Clear separation from Volkswagen
2003: Redefining brand values:
A single brand mission with three central values:

Sportiness
Progressiveness
Sophistication
Audi has not rested on its laurels but set itself new goals
Tagline is
"Vorsprung durch Technik"
"Advancement through Technology"

North American tagline was
"Innovation through technology"

Audi has updated the tagline to
"Truth in Engineering" in the U.S.
Slogans
Modern sales concepts such as:

Audi City

London

Beijing

Dubai

Berlin



Outlook
Conceptcars
General Information
Bodyshells

Fuel Stratified Injection

LED daytime running lights

Multi Media Interface

Electric vehicles

Audi e-tron

Audi is a strong partner of different kinds of sports:

Soccer

Winter Sports

Golf Sport

Medcup regatta

Regional Teams

New York Yankees

England Polo Team

In Movies
On the red carpet
In Video Games
*1868 - † 1951
1945 expropriation without compensation
1949 assembly restarted
Auto Union manufactures were bombed
Headquarter in Ingolstadt
1958 Daimler Benz owned 87 %
1959 Daimler Benz owned 100 %
1965 Audi was resurrected
1964 VW acquired 50 %
1966 VW owned 99,5 % and made Audi successful
VW introduced Audi to the U.S market
1985 the companies official name is now Audi
1990's Audi compete with Mercedes and BMW
Repositioning
2009 1,17 Million , new record
2011 sales record in the U.S
2012 sales increased in the U.S about 10 %
2012 over 1,466,059 units sold worldwide
Advertisements in TV
Automotive magazines, like Autobild
Product Placement
Sponsoring
Balance Sheet
Income Statement
A1: starts with 16.550,- €
A3 Limousine: starts with 27.400,- €
A4 Allroad Quattro: starts with 38.000,- €
A5 Sportsback: starts with 33.850,- €
A6 Avant Quattro: starts with 39.150,- €
RS 7 Sportsback: starts with ? ,- €
S8: starts with 112.400,- €
Q3: starts with 30.250,- €
Q7: starts with 52.400,- €
TT RS Roadster: starts with 59.600,- €
R8 Coupé: starts with 113.500,- €
R8 Spyder: starts with 124.800,- €
R8 LMS Ultra: starts with 392.581,- €
Thank You For Your Attention!
http://www.audi.com/com/brand/en.html

http://en.wikipedia.org

http://google.com

Sources
Threat of substitute products is relative high
Consumers have some bargaining power
People can take
the bus
the train
their bicycle
or the airplane
The price of gasoline
Consider
time
money
personal preference
Suppliers have a relative low bargaining power
Powerful auto unions
Small firms who rely on the carmaker
Carmakers are engaged in fierce competition
Intensity of competitive rivalry is high
Product develoments keep them on the edge of
Innovation and Profitability
Balance Sheet of AUDI AG
Income Statement of AUDI AG
Prcie / Models
Full transcript