By, Group - 8Soumithri J APavan SPraveed SMishal NazirSanjay BSyed MohammedSyed Shamweel

AUDI Headquarters :- Germany

Production :- Ingolstadt & Neckarsulm.

Assembly In India :- Aurangabad.

Dealer In Bangalore :- Only 1.

Products :- A4, A6, Q5, Q7, TT, Q7, A7, A8, R8.

Major Competitors

Audi & Competitors

Bangalore Population- 95,84,676

Territory Population

East 21,77,813

West 17,00,254

North 24,76,249

South 32,31,424

Particular

Market share

In Quantity

BMW 40% 2000

AUDI 35% 1700

BENZ 20% 1000

OTHERS 5% 250

Audi

Audi

BMW

MB

Others

Company

Total Amount (2012)

Total Cars (2012)

Average sales per month (2012)

AUDI 285 Cr 710 59 cars

BMW 292 Cr 725 61 cars

BENZ 205 Cr 505 43 cars

OTHERS 60 Cr 12 1-2 cars

TOTAL 850 Cr 1937 161 cars

Money spent on Luxury Cars in Bangalore P.A

SALES ACROSS INDIA

2010 2011 20120

2000

4000

6000

8000

10000

3600

5700

9003

62466996

9375

48005500

7138

Audi BMW Mercedes Benz

Year

Audi

BMW

Benz

AUDI Growth in sales (%)

BMWGrowth in sales (%)

BenzGrowth in sales (%)

Market

share of

AUDI (%)

Market

share of

BMW(%)

Market

share of

Benz (%)

2010

3600

6246 4800 81.12 72.58 79.21 30 40 30

2011

5700

6996 5500 83.51 50.03 27.68 25 45 30

2012

9003

9375 7138 63 0.04 -3.9 36 33 -21

Sales

NorthSouthEastWest

162Cars

195 Cars

123 Cars

230Cars

Sales of Audi in Bangalore in 2012

Territory No. of cars sold

Total Amount

North 195 78 crores

South 230 92 crores

East 123 50 crores

West 162 65 crores

Total 710 285 crores

How Audi Cars Reach The Dealer

The Car Parts are first manufactured in Germany.

Then they are shipped to India as parts, and reach Aurangabad where they are assembled.

Then the cars are transported through trucks to the Dealer in Bangalore, a maximum of 4 Audi cars will be sent in 1 truck at once.

Channel Of Distribution of Audi

Customer

Dealer

Assembly

Manufacturer

SALES MANAGER

SALES EXECUTIVES

(3)

SALES PEOPLE(12)

RETAIL(4)

CORPORATE(4)

BESPOKE(4)

Organization Structure AUDI,BMW&BENZ

ASSISTANT SALES MANAGER

AUDI BMW

UPCOUNTRY(8)

SHOWROOM(4)

Corporate(2)

Marketing(4)

Retail (2)Front line

(9)

ASSISTANT SALES MANAGER

ASSISTANT SALES MANAGER

SALES MANAGER

SALES EXECUTIVES

(3)

SALES PEOPLE(12)

SALES MANAGER

SALES PEOPLE(17)

BENZ

Competitors AnalysisCapabilities AUDI BMW BENZ

Competitive stance

Low product mix, improved after adding luxury SUV

Range of product mix, Broad differentiation, Rear engine design

Differentiation premium price.

Technology Diesel engine technology

Rear engine technology

Blutec advance off road technology

Manufacturing skills

CKD in India Assembly plant Efficient , integrity

Brand recognition Cool, nice, classy, individuals models are top of the list of brands

Brand positioning as elegance, rich and dynamic

Strong brand value, move towards high end luxury segments, heritage

Company Sales Force• Dealer Employees 15 Salesman

• Role :- Giving Demo, Convince, Achieve the sales target, After Sales Service.

• Challenges Faced :- If the Salesman has not met the target they are asked to leave.

Sales quota- 650 cars per yr , 60 cars per month

12-16 walk in’s in a day

10 – 15 orders per week (avg)

Enquiry -15 per day

SALES FORCE

Audi BMW MB14

14.5

15

15.5

16

16.5

17

Series 1

Series 1

PERSONS

Performance BMW 3-Series 320d

Highline SedanAudi A4 1.8 TFSI

 

Mercedes-Benz C-Class 2012 C 250 CDI

 

Maximum Speed (kmph)

216 212 214

0-100kmph (seconds) 8.3 8 8.2

EngineBMW 3-Series 320d

Highline SedanAudi A4 1.8 TFSI

Mercedes-Benz C-Class 2011 C 250 CDI

Wheel Type light-alloy Alloy Alloy Wheels

Transmission Type Automatic Automatic Automatic

Weight (kg) 1445 1450 1655

Mileage Overall (km/liter)

9.7 8.96 8.5

Ex-Showroom Price  Rs. 32,45,908 Rs. 28,92,477 Rs. 34,32,325

Comparison between Audi A4 , BMW 3-series and Benz C- Class

Performance BMW X6 M Price=  1,30,00,000

AUDI Q7 Price=Rs.1,25,00,000

Benz G Class price=Rs 1,34,67,200

Displacement 4395 cc 4134cc 5439cc

Cylinders V8 V8 V8

Power 555 PS at 6000 rpm

200PS at 4000 rpm

507PS at 6100rpm

Torque 680 N·m (500 lb·ft) at 1500-5650 rpm

760Nm at 1750 -3000 rpm

700Nm@2750rpm

Max. Speed in km/h

250 240  210

0–100 km/h in sec

4.7  3.6 5.5

Mileage Overall (km/liter)

7.2 8.5 9.5

Basic weight  2,380 kg   2,410 kg 2437

Comparison between Audi Q7, BMW X6 and Benz G Class

Services

Audi BMW Mercedes Benz

After Sales Free Service

2 - -

Customization Upon Request

Yes Yes Yes

Pick Up And Drop Available Available Available

Tow Service By The Company

Selling Process Summary :- Consists of advertising by Audi, to let potential buyers know that

Audi is available in Bangalore.

Make Customers Come To The Showroom :- The dealer will then have commercials on television, magazines papers to let people know that they can get the Audi car in Hosur Road.

Demonstration :- The salesperson will find a car of interest of the buyer and give a demonstration of its features and benefits to the buyer. This often involves a test ride in the car.

Negotiation :- The salesperson will go through a process of convincing the buyer to make a decision and buy the car right now.

STRATEGIES OF SALES• Pull Strategy :-

Advertisements in Paper, Tv, Business Magazines Car’s will be displayed in AUTOEXPO before they are launched into the market Audi will conduct OFF ROAD Rally's in Karnataka to display the cars Extreme off

road features.

. Push Strategy :-

Customers are given special Audi Merchandises like Watches, Key chains, Calendars and other Exclusive Items.

The salesman are given 1% incentives if they are able to sell above their targets.

Highest Selling Cars

Audi :- A4, A6, Q5, Q7

BMW :- 3 Series, 5 Series, 7 series

Mercedes Benz :- C class, E class and S class

India is the fastest growing luxury car market for Audi.

segment leader in the luxury SUV segment with the Q7 and Q5.

2nd position in the luxury SEDAN segment with A4 and A6.

Overall 2nd position in the luxury car segment.

The per capita income at current prices during 2011-12 is estimated to be Rs 60,972 

THANK YOU

Audi Arun Hosur Main Road, Electronic City

Bengaluru - 560100.