THE AUDI Q7

Potential Market• Premium Segment i.e High level income group

• Niche market of people that are passionate about

SUV’s and luxury features.

• People looking for superior performance along with

comfort, style and class.

• However, the Indian population still demands heavy

warranties, guarantees and value for money

Target Audience & Preferences• Target Age Group – 35

years and above• Customer attributes –

Masculine, Macho, Powerful, Passionate

• Taking Indian market into consideration, people that like to make a style statement with expensive cars.

Income & habits of target group

• High level income group• This segment likes to live life king size• This segment is the one that plays golf,

attends Page 3 parties, sponsors events like fashion weeks etc.

• Considers themselves globally well to do citizens (belong to the club)

Trends

• Sudden rise in the income of higher middle class

• The above segment today thus has an urge to invest their disposable income in high-end products.

• Rise in demand of imported cars and associated brands in metro cities.

Prices

• Audi Q7 Quattro TDI 3.0 2967cc Diesel, Automatic, 8.2 kpl - Rs. 55,62,130

• Audi Q7 Quattro TDI 4.2 4134cc Diesel, Automatic, 7.2 kpl- Rs.

66,80,770

Competition

THE REAL STUFF..• Launched in 2006 as a premium segment Sports

Utility Vehicle• Value benefits of arresting looks, extremely

luxurious, very spacious and comfortable• Associated its sales with Volkswagen group.• Increased its warranty period by double, making it 4

yrs• Implemented system of easy installments payments

(EMI) of Rs. 29,999 only• Associated itself with all lifestyle events• Planned various campaigns based on these

associations to enter the consumer’s mind space.

Audi Q7 Launch- Pune

Audi Golf Tournament-Pune

Wills Fashion Week

Vogue Launch- Mumbai

THE AUDI SPECTACLE

WTF!!!

FORECASTING

“ Q7 is doing well in Pune. You might have yourself seen a sharp number of increase of Q7’s on the road. I expect to sell around 120 units in the current year and sales projection indicate atleast a 15% of rise in the next year.”

-Kapil Pashankar, MD of Pune Dealership

Accessibility • Delhi• Chandigarh• Pune• Mumbai• Gurgaon• Bengaluru• Hyderabad• Chennai• Kolkata

•Nagpur•Ahmedabad•Jaipur•Ludhiana•Lucknow•Coimbatore•Kochi

BROCHURE

Evaluation of Promotions

• All promotions for Q7 are very concentrated on their target market.

• All Q7 promotions are generally a huge investment for the brand.

• Promotional techniques done by Audi for the Indian market are not creative and innovative unlike the international markets.

• Very less penetration for promotions through electronic media in the Indian Market

Marketing Mix Assessment

Product Class apart Car Q7 is imposing outside, spacious and luxurious

inside. Powerful turbocharger, CRDI diesel engine, which

generates a power of 233 PS @ 4000 rpm and a torque of 500 Nm @ 1750 rpm

Three variants: 3.0 TDI (diesel), 3.6 FSI (petrol) and 4.2 FSI (petrol)

Marketing Mix Assessment

Price Premium Priced Product Thus caters to a niche segment In order to combat the premium price Audi has

come up with EMI’s as a solution.

Marketing Mix Assessment

Place High penetration in all metropolitans Entering semi-urban markets with cities like

Kochi. Setting up of multiple showrooms for easy area

availability.

Gaps in the Market

“No marketing gaps exist for the Audi Q7”

- Google