Audi Marketing Analysis

My two chosen Business operate in the automobile category. The brands are Audi and Mercedes-Benz. I have chosen them as they are both luxury car makers, and are huge in their industry. People buy Mercedes cars as there are comfortable, on the other hand, Audi is known more for performance.

What is Brand?

What is brand: Branding is a memorable name or a symbol that customers can recognise and creates an impression of your business. Branding is the core of selling your products and is very important for customer loyalty.

Importance of branding in Business

Audi is a German Automobile Manufacture Producing luxury and performance cars. The four rings in Audi’s logo represents Germans oldest automobile maker, (1932). Audi mainly targets the upper class social group showing their products are worth the price and are up there in quality. As Audi believes their products are technologically advanced, some examples of technology they have in their car is Quattro which is intelligent four wheel drive, which makes them stand out from other four wheel drive systems, which makes them stand out from their competitors.

They also offer heads up display which makes it easier to drive and concentrate on the road. Also has a display instead of analogue speedometers, which makes it easier to navigate. People like Audi because their attractive and innovative and sporty design. Having a strong brand is key to success.

How Audi Uses 4PS of the Marketing Mix

From small cars such as the A1 which is affordable and compact to the 4×4 market such as the q7 and q8.

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The Audi TT is popular as it’s a sports car at a low price. Audi are the top luxury sports brand. In 2009, Audi posted profits of $1.85 billion. In Audi showrooms the company offers high quality products. Also Audi offers finance for customer who need it making it convenient for them. Audi offers optional pricing strategies such as adding a premium sound system and navigation for an extra cost.

Audi are involved in many Sponsorships such as sponsoring some football teams, and having a feature in Sony’s PlayStation Home. Audi also advertises on billboards. The location of Audi is in Germany

Mercedes-Benz Marketing Mix

Mercedes-Benz. Mercedes cars are known for ultimate luxury and also giving performance, reliability and ease of use. Also they have been making cars for a long time so people can trust them. Mercedes-Benz targets customers from the upper-class social group, Professionals and Executives who have an inclination towards the modern technology equipped vehicles, more safety, more styling and more efficiency

Product

Mercedes Benz sells its products under 5 categories and each of these are different product lines. Their cars have various different features which allows customers to select the options which suit them.

Price

The price strategy Mercedes Benz follow is competitive based pricing strategy. They sell their products at a higher price than their competitors. This is because it offers more features then its competitors. Their pricing is known as premium as the prices are quite high.

Promotion

The promotional strategy that Mercedes use are TV print, online, billboards. Being known to make luxury cars. Mercedes always focuses on its products. Also Mercedes have built good brand loyalty, as people normally buy their cars repeatedly. Also it organizes various drives like the International driving platform, Luxe drive. Where motor enthusiasts get an opportunity to drive the Mercedes cars in challenging locations.

Place

Mercedes bens are a well-known company as their cars are popular worldwide. Research as shown that Mercedes have a strong place in the place and distribution strategy.

Audi Marketing Mix

Product

Audi is also a luxury brand. The company offers different products to the market and its cars are evolving with technology advancement. Audi’s cars are known for comfort, power and overall reliability. The product mix of Audi varies into a wide range. I.e. sedan, SUV, Sports.

Price

Audi is perceived as a luxury. Audi uses premium price policy match brand image. Since there are a lot of different car company’s such as BMW, the price strategy in the Audi marketing mix is based on competition pricing of premium car manufacturers. Company provides high quality products in Audi showrooms which allows customers to access the brand easily. Also Audi offers finance to its customers to make it more affordable. Also Audi offers optional features which make the car more expensive such as premium sound system and the customer purchases these willingly but they are optional.

Promotion

The Promotional Strategy for Audi

Audi’s logo, the four rings creates a memorable brand image. Audi has been involved in promotion, such as sponsoring many sport ventures. And also uses celebrities to endorse their cars, which helps people see unreleased cars. And this also increases publicity for Audi. Another way Audi uses promotion is on TV, using ads, and also internet marketing.

About Audi

Audi is a German brand, in the luxury car market since 1932. So people trust them, as they are an established brand and recognizable. Audi has been making cars for a long time. Audi has is a premium and trustworthy brand in the automobile category. Audi has its headquarters in Bavaria, Germany. Audi is owned by Volkswagen.

Mercedes-Benz: In my opinion Mercedes promotes their products better, as they do have more sales.

Advantages and Disadvantages of Promotion

As Mercedes-Benz do have more sales, in my opinion they advertise more efficiently and it is more effective. Mercedes uses ads on the internet to promote their products. An advantage for this type of promotion is that, it is low cost, and automated, therefore making it also time efficient. Another advantage would be is that your ads will be seen on a global scale, as the internet is widely used around the world.

The disadvantages would be, that people ignore ads. Also they are a large number of businesses on the internet, which would make it harder for people to see you ads. However, as it can be cheap to advertise it can be equally expensive to advertise on certain places. Such as, if you wanted to advertise on a front page where people would be likely to see your ads would most defiantly be costly.

In my opinion I would recommend doing sponsorships for Mercedes, as it would be related, and I think it would benefit them, as their cars have good performance, such as the AMG GT. And would be suitable for the track. Another way Mercedes could advertise is by doing competitions and giving away cars, which would increase publicity, and the brand image.