Download - Presentation - Positioning
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Presently 1% of the Passenger Car market
Estimated to grow at CAGR of 25% for thenext eight years
Present annual unit sales of 23,000 will grow
to 1,50,000 by 2020
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Market Share
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Most promoted by the
company in recent times
Recently launched andaggressively marketed
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Progress through Technology
Legend meets Luxury
Intended Target Segment Affluent individuals, mostly
men
Urban and educated
Both executives andentrepreneurs
Affinity for an internationalbrand
Young Buyers who love todrive
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Premium car in thecompact executive sedanproviding elegant styling &
luxury
A car which continuouslyprogresses by usinginnovative technology andemphasises endurance
Emphasis is also on not speed
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Brand value being fromthe Volkswagen-Audigroup
Latest TDI technology inthe car
Endurance
Easy finance
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Comparison with Le Mans andoffering the same technology
Reference to Legend and luxury
Reference to Le Mans signifiesEndurance
Easy Finance and specialfinance section called AudiFinance - says no hidden
costs
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Does not establish thestarting price of the car
No technical details
Focus is only on its ownsuperior technology and
style
Keeps the ad clean andsimple - no clutter
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Surpassed sales of BMW inSep and Oct 12
Rural customers buying thecar for its luxury and Brand
value
Increasing their Dealernetwork to 25 by end 2012
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Sheer Driving Pleasure Ultimate Temptation
Affluent individuals, mostlymen Urban and educated Both executives and
entrepreneurs
Affinity for an internationalbrand
Young Buyers who love todrive
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Luxury sedan withcomfortable pleasurabledrive
Large cabin space
Speed
Diesel engine
For the fuel efficiencyconscious
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Focus is on the Brand andmakes the product thehero
Ultimate car in design,technology and drivingdynamics.
Fuel Efficient
Affordable
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'Superior by Evolution' explains theattitude of the brand, that it iscontinuously evolving to be the bestand is future-ready.
Uses play of words -3 replacing e inultimate to give prominence to the 3-series
Stresses on the Diesel variant with din the model number and mentioningthe fuel efficiency at 18.88 km/l
Focus is on it being a city car
Advertisement states all the high endfeatures of luxury cars whilehighlighting the starting price of Rs29.55 lakhs
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Competition is from Audiand Mercedes sedans
Focus on Car being a BMW Diesel Car Available for a much lower
price as compared to othersedans
Aimed at increasing sales for2012 to retain the No 1position in the luxury carsegment
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Launched in end Jul 12 withbookings of 500+
Sales data for Oct 12 notreleased by BMW butconfident that they will
retain No 1 position
Increasing dealerships to40 in 25 cities by end 2012
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Expand to Tier 3 cities
Number of Buyers from Rural Gujarat and Punjab
Adv campaign to target these buyers
Attacking Adv campaigns to wean away existing
luxury car customers
Expand to Tier 3 cities
More prominence to Logo in adv as customersbuy it more for Brand value
Continue with Diesel and Fuel Efficiency asdirect rivals not in this space
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BMW has changed Market dynamics by offeringsuper luxury cars with low entry level thresholdwhich is not matched by Audi or Mercedes
BMW has also launched the BMW X1 at 23 lakhs
again no competition in that price range
Audi is responding by launching one new modelevery year Q3 in 2012
Part of larger group and hence intends loweringcosts by manufacturing Audis at VolkswagenChennai plant
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