Audi is one of the leading manufacturers of luxury cars. In 2002, they produced over 7, 35,000 vehicles, generating a turnover of 22.6 billion euros. Audi is a part of the Volkswagen Group and is headquartered in Germany. It has more than 51,000 employees and sells its products through 5,000 dealers in over 100 countries. The market share of the brand was 3.9% in 2004. The brand offers different car models to cater to different market segments. The Audi A3 a luxury compact model is the most popular of them. It represented 23% of the total production of Audi in 2004. Encouraged by the response, Audi has now released the Audi A3 Sportback, which is a 5 door model. The name Sportback is chosen as the car is a sport's model and has a uniquely designed rear.
[...] Elements of the marketing mix-engines Achieving growth in a mature market by winning over new customers The mix: Communication The process of communication has three components: Giving a name that will help the customer differentiate between Audi A3 and Audi A3 Sportback Advertising the Vehicle's Qualities Presenting the A3 Sportback to the customers and the press Giving a unique name Action: The name Audi A3 Sport Back Purpose: Audi A3 Sport back: The car is a sports model with a unique rear design. [...]
[...] International and national car shows are much-awaited events by manufacturers who use them to display their new products Forces Know-how (experience) Ability to innovate Flexibility Industrial independence Out-sourcing certain operations to cut costs The Audi A3 Sportback is a high-end product with better technology, qualities that make it better suited for the road, and better interiors than the Audi A3. Being a sports model, it offers more space and better features. It has a sleek and sporty design that offers more driving pleasure. [...]
[...] These difficulties can be explained by the general decline in car sales in Europe, unfavorable exchange rates for European manufacturers and rising raw materials costs The marketing strategy of the Audi A3 Sportback Objectives The main objectives of this Audi: "Transforming the weakness of the Audi A3 five-door into an asset" Consolidating one of the pillars of the brand Attracting fans hedonists Compete with other premium models Stabilizing sales to a high level Expand and renovate the client (new customer segments) The main objective is to offer a product that has transformed the weakness of the Audi A3 five-door into an asset. [...]
[...] We have therefore concluded that Audi was to insist on its marketing mix and communication prices. Targeting The consumer of the 80's needed a fun car, and the consumer of the 90's opted for comfort, but the preference is now gradually moving towards emotional reasons for choosing a car. Consumers are looking for a vehicle's feel through its design, performance, image and comfort, but they also want a car living, flexible, economical, safe and compatible with the environment. Under these conditions, customer needs are increasing and becoming more complex. [...]
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