Marketing Plan for a Premium (Branded) Product

Topics: Marketing, Audi, Product differentiation Pages: 12 (3111 words) Published: December 1, 2012
Table of Contents
No| Tittle| Pages|
1.0| Executive Summary| 5|
1.1~1.2| Objectives ~ vision and mission| 5|
2.0| Company Summary| 6|
2.1| Background| 6|
2.2| Company Locations and Facilities| 6|
3.0| Products and Services| 7|
3.1| Products Description| 7|
3.2| Competitive Comparison| 8|
3.3| Supply and Demand Details| 9|
3.4| Technology Needs| 10|
4.0| Market Analysis| 11|
4.1| Target Market| 11|
4.1.1| Target Market Segment Strategy| 11|
4.1.2| Market Needs| 11|
4.1.3| Market Trends| 11|
4.1.4| Market Growth| 12|
4.2| Industry Analysis| 13|
4.2.1| Industry Participants/Key Players| 13|
4.2.2| Main Competitors/Competitive Analysis| 13|
5.0| Strategy and Implementation Summary| 14|
5.1| Marketing Strategy| 14|
5.2| Pricing Strategy| 15|
5.3| Promotion Strategy| 15|
5.4| Distribution Patterns| 15|
5.6| Sales Strategy| 16|
5.7| Sales Forecast| 16|
5.8| Sales Programs| 16|
6.0| Web Plan Summary| 17|
6.1| Website Marketing Strategy| 17|
6.2| Development Requirements| 17|
7.0| References| 18-20|

1.0 Executive Summary
1.1 Objectives
My objective is to collect and research information to understand Audi Company better in terms of their company background, product and services and their marketing strategy. Examples are like their technology, competitors pricing, sales figures market growth and many more.

1.2 Vision and Mission
Vision: “Audi – the premium brand”
Mission: “We delight customers worldwide”

2.0 Company Summary
2.1 Background
Audi is under a parent company named Volkswagen Group which is a German automobile manufacturing company. Audi is a manufacturer of exquisite cars – beautiful, sophisticated machines that embody technological perfection. Audi is the Premium brand growing most rapidly and on course to become the world’s most successful Premium manufacturer. Audi has been recognised by the European Union for outstanding environmental protection, based on its long tradition of minimising and reusing production waste.

2.2 Company Locations and Facilities
The worldwide network of Audi sites comprises the two German plants in Ingolstadt and Neckarsulm, as well as seven production facilities in Györ (Hungary), Brussels (Belgium), Changchun (China), Aurangabad (India), Bratislave (Slovakia), Martorell (Spain) and Indonesia.

3.0 Products and Services
3.1 Products Description
Type| Audi Q5 2.0 TFSI Quattro (225PS)|
Vehicle Type| Sport Utility Vehicle (SUV)|
Transmission| 6-speed manual|
Year| 2011|
Price(RM)| 328,000|
Engines| 1,984 cc (1.984 L; 121.1 cu in) I4 turbo|
Acceleration(0-60mph)| 7.0 sec|
Maximum Speed| 130 mph|
Tank Capacity| 75|
Weight| 1850|

Audi Q5 2.0 TFSI Quattro (225PS) is a sport utility vehicle (SUV). The transmission for the car is 6-speed manual. Not only that, the Audi Q5 engine is 2.0 litre engines comes with a turbo system which boost its engine capability, the acceleration from 0-60mph is 7.0 per second and the maximum speed is 130mph which is approximately 233kmh while the tank capacity is 75 litres and the weight is 1850kg.

3.2 Competitive Comparison
Type| Range Rover Evoque| Porsche Cayenne|
Vehicle Type| Sport Utility Vehicle (SUV)| Sport Utility Vehicle (SUV)| Transmission| Six-speed Automatic| Eight-speed Tiptronic S with Auto start/stop function| Year| 2012| 2012|

Price(RM)| 363,888| 570,000|
Engines| 2.0L Si4 4-cylinder petrol engine| 3.6L V6|
Acceleration(0-100km/h)| 7.6 sec| 7.5 sec|
Maximum Speed| 217 km/h| 230 km/h|
Tank Capacity| 70| 100|
Weight| From 1640| 2030|

3.3 Supply and Demand Details
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