Marketing Plan for a Premium (Branded) Product

Table of Contents No Tittle Pages 1. 0 Executive unofficial 5 1. 11. 2 Objectives great deal and mission 5 2. 0 conjunction thickset 6 2. 1 screen background 6 2. 2 attach to Locations and Facilities 6 3. 0 Products and Services 7 3. 1 Products Description 7 3. 2 competitive Comparison 8 3. 3 add up and Demand Details 9 3. 4 Technology necessarily 10 4. 0 trade synopsis 11 4. 1 seat Market 11 4. 1. 1 Tar assume Market component dodge 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. Main Competitors/Competitive Analysis 13 5. 0 dodging and motor motorcarrying out Summary 14 5. 1 merchandise dodging 14 5. 2 Pricing dodge 15 5. 3 Promotion dodge 15 5. 4 Distri exactlyion Patterns 15 5. 6 gross revenue strategy 16 5. 7 Sales Forecast 16 5. 8 Sales Programs 16 6. 0 meshwork Plan Summary 17 6. 1 Website Marketing Strategy 17 6. 2 Development Requirements 17 7. 0 Re ferences 18-20 1. 0 Executive Summary 1. 1 Objectives My objective is to collect and research training to understand Audi community better in legal injury of their guild background, return and run and their merchandising dodging.Examples be like their technology, competitors pricing, gross revenue figures mart growth and many much. 1. 2 Vision and Mission Vision Audi the premium disfigurement Mission We delight customers humanity-wide 2. 0 conjunction Summary 2. 1 Background Audi is under a nurture company named Volkswagen Group which is a German automobile manufacturing company. Audi is a manufacturer of corking railroad cars beautiful, sophisticated machines that embody technological perfection. Audi is the re contendd brand growing most chop-chop and on course to get the worlds most successful superior manufacturer.Audi has been recognised by the European amount of money for outstanding environmental protection, based on its long tradition of minimisin g and reusing exertion waste. 2. 2 society Locations and Facilities The worldwide nedeucerk of Audi sites comprises the two German plants in Ingolstadt and Neckarsulm, as fountainhead as seven production facilities in Gyor (Hungary), Brussels (Belgium), Changchun (China), Aurangabad (India), Bratislave (Slovakia), Martorell (Spain) and Indonesia. 3. 0 Products and Services 3. 1 Products Description event Audi Q5 2. 0 TFSI Quattro (225PS) fomite Type tout Utility fomite (SUV)Transmission 6- zip manual Year 2011 Price(RM) 328,000 Engines 1,984cc (1. 984L 121. 1cu in) I4 turbo Acceleration(0-60mph) 7. 0 sec Maximum Speed cxxx mph Tank electrical capacity 75 Weight 1850 Audi Q5 2. 0 TFSI Quattro (225PS) is a chromosomal mutation return vehicle (SUV). The transmission for the car is 6-speed manual. non hardly that, the Audi Q5 railway locomotive is 2. 0 liter locomotive engines comes with a turbo system which climb its engine capability, the speedup from 0-60mph is 7. 0 per foster and the maximum speed is 130mph which is approximately 233kmh term the tank capacity is 75 litres and the heaviness is 1850kg. 3. Competitive Comparison Type reaching bird of passage Evoque Porsche Cayenne Vehicle Type bluster Utility Vehicle (SUV) Sport Utility Vehicle (SUV) Transmission Six-speed impulsive Eight-speed Tiptronic S with auto start/ point in time 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 Audi Q serial human raceation Annual Sales in totally countries outturn (unit) Year Year Vehicles (Audi) 2011 2010 Q5 183,678 154,604Q7 53,703 48,937 Q3 19,613 - positive Audi Q series 256,994 203,541 Based on the plank preceding(prenominal), Audi Q series one-year sales for the simulation Q5 had increase from 154,604 for the grade 2010 to 183,678 for the course of instruction 2011. The disparate of annual sales between class 2010 and 2011 is 29,074 which miserlys the turn in and demand for course 2011 had increase. The total annual sales of Audi political party for 2010 are 203,541 whereas for the family 2011 is 256,994. The table above show that the total annual sales of the company had to a fault increase 53,453 which blotto the supply and demand of the cars increase from the year 2010 to 2011. . 4 Technology Needs As technology needs for the dumbfound of Audi Q5 is the engine. The engine Audi friendship use for Q5 is 2. 0 litre engines comes with a turbo system which boost its engine capability and turbocharging for more power and great efficiency is a development of the engine that powers the likes of the current Audi TT and Volkswagen Golf GTI. The engines power and capital punishment depart be from 0-60mph is 7 seconds and the top speed forget be 130mph or 209km/h. The horsepower back up to 211hp or 4300rp m and the torque go forth be 258 Ib-ft. or 1500rpm. 4. 0 Market Analysis 4. 1 Target MarketThe following are the strategy for localise commercialise. 4. 1. 1 Target Market Segment Strategy Market sectionalization for Audi Q5 testament be psychographic componentation which instrument Audi companionship divide the buyers into different categories based on social class, lifestyles or personality characteristics. For the stooge securities industry segment volition be differentiated foodstuffing strategy which kernel Audi smart set produces several types of car such(prenominal) as SUV (Sport Utility Vehicle), Sedan and Sport each coffin nailing its testify segment of consumers. As for the product I choose Q5 fundament merchandise is towards consumers lifestyles from eminenter take income.The target commercialize will be consumers who finding for more comfortable, powerful and high life option. 4. 1. 2 Market Needs Audi bon ton is providing customer comfort and lux ury cars. Audi digest a very good indorsement and aftersales proceedss for the customers. Now for all the young Audi models, the customers can choose whether you want to necessitate three, quatern or five years indorsement. So with the fewer years warranty you can enjoy your driving and similarly no need to worry round(predicate)(predicate) the unexpected repair bills. 4. 1. 3 Market Trends Market trends for Audi Q5 is the technology its use for the engine. Audi Q5 has self-locking start and stop function for greater fuel.Audi Q5 comes with the holdrs Information outline (DIS) can help consumer to save fuel. Not only that, the market trends for Audi Q5 is because comfort and luxury. 4. 1. 4 Market Growth end product (unit) Production (unit) Year Year Figure Production of vehicles Audi Q5 Figure above shows the Audi Q5 pass four years production from 2008 to 2011. The models of Q5 create a production of 20,320 in year 2008. thusly the production increase from 20,32 0 to 105,074 in year 2009. The different of both years are 84,754. The productions still continue increase from 2009 to 2010 which mean from 105,074 to 154,604.Lastly for year 2011, the production for the year is 183,678. contrast to the pass four years the production of Audi Q5 is continues increase. 4. 2 Industry Analysis 4. 2. 1 Industry Participants/Key Players The industry role player for Audi Q5 is Stefan Sielaff. He is the head of design in Audi society. He joins the company in year 2006. The key player for Audi Q5 is towards the consumers with high level of income and age above 40. Not only that, Audi Q5 can also be for family uses because it is 7 seaters car. 4. 2. 2 Main Competitors/Competitive Analysis The main competitors for Audi Q5 are turn tail R everywhere Evoque and Porsche CayenneRange spider Evoque * The main attitude of Range Rover Evoque is that it is the sport public utility company vehicle (SUV) with the engine turbocharged inline four-cylinder which can boost up to 240 horsepower, six-speed automatic transmission and amazing acceleration which is 7. 6 per second. Porsche Cayenne * The main strength of Porsche Cayenne is that it is also sport utility vehicle (SUV) with the engine 8-speed Tiptronic S which can boost up to 380 horsepower, Eight-speed Tiptronic S with Auto start and stop function and impressive acceleration which is 7. 5 per second. 5. Strategy and Implementation Summary 5. 1 Marketing Strategy Marketing strategy for the Audi Company is to take away the annual sales target or increase sales and clamsable get back. Audi Company will choose the high hat strategy to gain profit in order to create customers value. Audi Company market breakdown will be psychographic segmentation which means for the model Q5, the segmentation will base on the individual lifestyles. Audi Company market target will be age above 40 and consumers with high level of income. The target market segment will be differentiated selling strategy .This is because the Audi Company is going to target on few market segments and provide few models such as A4, TT and Q5. By setting the market targeting, company apprehend can get high(prenominal) sales. The market position for Audi Q5 is to combine both boldness in foothold of luxury and consummation in order to drop the Audi Q5 to become a perfect sport utility vehicle. With high quality and luxury car and sire also good performance with high tech engine, better upcountry and exterior are more pluck the consumers compare to others competitors. 5. 2 Pricing StrategyIn terms of pricing strategy, marketers have to look into competitors strategies and worths to touch on comparison. The pricing strategy for Audi Company is by cost-based pricing which is convincing consumers of the vehicles value. The company profit will be the most cardinal issue in pricing strategy. Audi Company is using mental pricing which means it is consider about the pricing but non the world econ omics. The higher the price of car is, the higher quality of the car is. 5. 3 Promotion Strategy The packaging strategies for Audi Q5 are advertizement and public congeneric.In terms of publicize, Audi Company has to make decisions when setting the advertising compute which is objective, budget decisions, put across and media decisions and advertising evaluation. The marketer had chosen the advertising budget by using competitive-parity method in order to prevent promotion war and know what the competitors plans. Public relation is that Audi Company girds a strong relationship with the customers. The public relation company will channelize a special event for font car show to promote the cars. By organising the car show public relation people can deliver the emolument of Audi Q5 and the conditions. . 4 Distribution Patterns The distribution patterns for Audi Company will be wholesaling. Audi Company is the middleman and the Audi Company will apply merchandising agents to help the company to gain the sales. The selling agents will sell the cars direct to belong consumers. The wholesaler will set the segmentation and targeting consumers in order to identify the consumers and build a strong relationship with them. sell agents have to explain about the cars specification and pricing to the customers in details to make the customers understand about the car concept. 5. Sales Strategy Sales strategy for Audi Company for model of Q5 is Audi Company have a very good aftersales services and warranty. separately of Audi cars has a warranty of at to the lowest degree 3years. Then, consumers no need to worry about the high repairing cost. Lets guess a customer with an Audi car model of Q5 send his or her car to service and he or she is busying with the job he needs a car to go work plot of ground the car repairing. In this case, Audi Company will decide to deliver the particular customer a same model of car to use while the car is doing services. 5. 6 Sales ForecastThe annual sales for Audi Q5 in year 2011 are 183,678 units so the marketers account that the next annual sales in year 2012 for Audi Q5 will be 500,000 units. The reason why the marketers aim for more annual sales is because the Audi Company objective is to get benefits. To gain more annual sales the merchandise strategy have to be improve in order to have more supply and demand of Audi Q5. 5. 7 Sales Programs The sales program for Audi Q5 is the marketers will set market segmentation, market targeting, market position and market differentiation to concentrate on a market to increase the annual sales.In terms of pricing, the marketers will consider the target market income level and needs to get an Audi Q5. The marketers also will consider about the consumer perceptiveness on the product. The marketers have to do round promotion in order to introduce the product to the target market. In this case, the product is Audi Q5 so the marketers have to consider the wo rthy premium product promotion strategy. by and by all, the marketers have to set a electrical distributor to sell out the product. The appointr is by wholesale which means the Audi Company has to hire a selling agent to distribute the product to the last consumer. 6. 0 Web Plan Summary 6. Website Marketing Strategy Website marketing strategy is something similar to marketing strategy but is only usable in online business. First of all, the marketers have to conduct the target market for Audi Q5. The target market for Audi Q5 is basically on consumers which is with high level of household income and with age 40 above. Audi Q5 is a premium product so for online marketing the consumers have to look into more about details of the company and also the car. Furthermore, the marketers have to look into the competitors online ad make current the competitors online marketing did not reduces the confident of the consumers.Then, the marketers have to improve the Audi Company advertisin g skills. In terms of pricing, the marketers have to look into the market target needs. By using psychological pricing which means the consumers thought that the higher price of the car means the higher quality of the car. The consumers buying Audi Q5 is to show office and personal characteristic. The marketers have to create an advertisement either create by own or by hiring the graphic condition. For Audi Company normally the marketers will hire the noteworthy graphic designer to create a fabulous website page.And the graphic designer will helps to create the content of the advertising which is the slogan of the Audi Company by giving consumers message about the car comfort and luxury. In addition, the marketers have to monitor the advertising in terms of maintaining the latest news of the website. 6. 2 Development Requirements The marketers have to make sure the budget of the advertising did not over the cost so that the company did not lose any profit. The costing by hiring a famous graphic designer are very high so the marketers have to make sure that the online marketing are successful and hit the target of sales.List of References Audi. com (n. d. ) corporal strategy Audi at a discern Investor Relations Audi Worldwide. online operational at http//www. audi. com/com/brand/en/company/investor_relations/audi_at_a_glance/corporate_strategy. hypertext markup language Accessed 28 Nov 2012 En. wikipedia. org (1937) Volkswagen Group Wikipedia, the guiltless encyclopedia. online unattached at http//en. wikipedia. org/wiki/Volkswagen_Group Accessed 28 Nov 2012. 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