Marketing Plan for a Premium (Branded) Product

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

References: Fleetdirectory.co.uk (2012) Audi profile and Audi company details. [online] Available at: http://www.fleetdirectory.co.uk/audi/ [Accessed: 28 Nov 2012]. Models.audiusa.com (2012) Detailed Specifications > Features and Specifications > Audi Q5 > Audi of America. [online] Available at: http://models.audiusa.com/q5/detailed-specifications [Accessed: 28 Nov 2012]. En.wikipedia.org (2009) Audi Q5 - Wikipedia, the free encyclopedia. [online] Available at: http://en.wikipedia.org/wiki/Audi_Q5#Transmissions [Accessed: 28 Nov 2012]. Models.audiusa.com (2012) Engines > Features and Specifications > Audi Q5 > Audi of America. [online] Available at: http://models.audiusa.com/q5/engines [Accessed: 28 Nov 2012]. Landrovermalaysia.com.my (2011) Land Rover - Media. [online] Available at: http://www.landrovermalaysia.com.my/media_rangerover44tdv8.asp [Accessed: 28 Nov 2012]. Topgear.com (2012) Porsche Cayenne GTS unveiled in Malaysia - TopGear Malaysia. [online] Available at: http://www.topgear.com/my/7667-porsche-cayenne-gts-unveiled-in-malaysia/ [Accessed: 28 Nov 2012]. Porsche.com (2012) Technical Specs - Cayenne Diesel - Cayenne Overview - Dr. Ing. h.c. F. Porsche AG. [online] Available at: http://www.porsche.com/pap/models/cayenne/cayenne-diesel/featuresandspecs/ [Accessed: 28 Nov 2012]. Annualreport2011.volkswagenag.com (2011) Volkswagen Group - Annual Report 2011 - Audi. [online] Available at: http://annualreport2011.volkswagenag.com/divisions/audi.html [Accessed: 28 Nov 2012]. Models.audiusa.com (2012) Detailed Specifications > Features and Specifications > Audi Q5 > Audi of America. [online] Available at: http://models.audiusa.com/q5/detailed-specifications [Accessed: 28 Nov 2012]. CNET (2009) Audi Q5 delivers sports car handling. [online] Available at: http://reviews.cnet.com/8301-13746_7-10309171-48.html [Accessed: 28 Nov 2012]. Topgear.com (2012) Porsche Cayenne GTS unveiled in Malaysia - TopGear Malaysia. [online] Available at: http://www.topgear.com/my/7667-porsche-cayenne-gts-unveiled-in-malaysia/ [Accessed: 28 Nov 2012]. Audi UK (2012) Saving you fuel < Q5 < Q5 < Models < Audi UK. [online] Available at: http://www.audi.co.uk/new-cars/q5/q5/saving-you-fuel.html [Accessed: 28 Nov 2012]. Babyrr.com (2012) babyRR.com - The Range Rover Evoque Forum - Negative Consumer Reports Review. [online] Available at: http://babyrr.com/forum/archive/index.php/thread-2845-1.html [Accessed: 28 Nov 2012]. Porsche.com (2012) Drive - Features - Panamera S Hybrid - Dr. Ing. h.c. F. Porsche AG. [online] Available at: http://www.porsche.com/usa/models/panamera/panamera-s-hybrid/detail/drive/ [Accessed: 28 Nov 2012]. About.com Small Business: Canada (2000) Part Two of the 5 Step Internet Marketing Plan. [online] Available at: http://sbinfocanada.about.com/od/onlinebusiness/a/netcampaignpp_2.htm [Accessed: 28 Nov 2012].