Marketing Plan for a Premium (Branded) Product

Table of Contents No shred P festers 1. 0 Executive synopsis 5 1. 11. 2 Objectives im suppuratery and mission 5 2. 0 society succinct 6 2. 1 Background 6 2. 2 keep keep come with Locations and Facilities 6 3. 0 Products and go 7 3. 1 Products Description 7 3. 2 Competitive similitude 8 3. 3 Supply and Demand Details 9 3. 4 applied science Needs 10 4. 0 commercialize Analysis 11 4. 1 charge grocery 11 4. 1. 1 Tar trance Market Segment outline 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/ linchpin Players 13 4. 2. Main Competitors/Competitive Analysis 13 5. 0 schema and Implementation Summary 14 5. 1 Marketing scheme 14 5. 2 Pricing Strategy 15 5. 3 Promotion Strategy 15 5. 4 Distribution Patterns 15 5. 6 gross sales Strategy 16 5. 7 Sales Forecast 16 5. 8 Sales Programs 16 6. 0 Web Plan Summary 17 6. 1 Website Marketing Strategy 17 6. 2 Development Requirements 17 7. 0 Refere nces 18-20 1. 0 Executive Summary 1. 1 Objectives My objective is to collect and search information to understand Audi corporation better in impairment of their club background, product and services and their commercialiseing strategy.Examples ar like their technology, antagonists price, sales figures commercialise growth and many more. 1. 2 Vision and Mission Vision Audi the superior brand Mission We delight guests worldwide 2. 0 gild Summary 2. 1 Background Audi is under a parent telephoner named Volkswagen sort out which is a German automobile manufacturing come with. Audi is a manufacturer of exquisite railroad gondola simple machines beautiful, ripe machines that embody technological perfection. Audi is the Premium brand growing nigh promptly and on course to become the worlds most flourishing Premium manufacturer.Audi has been recognised by the European Union for outstanding environmental protection, based on its long tradition of minimising and reusing merchandise waste. 2. 2 come with Locations and Facilities The worldwide network of Audi sites comprises the two German plants in Ingolstadt and Neckarsulm, as tumesce as seven production facilities in Gyor (Hungary), Brussels (Belgium), Changchun (China), Aurangabad (India), Bratislave (Slovakia), Martorell (Spain) and Indonesia. 3. 0 Products and function 3. 1 Products Description case Audi Q5 2. 0 TFSI Quattro (225PS) Vehicle Type looseness return program Vehicle (SUV)Transmission 6-speed manual division 2011 Price(RM) 328,000 Engines 1,984cc (1. 984L 121. 1cu in) I4 turbo Acceleration(0-60mph) 7. 0 sec Maximum Speed one hundred thirty mph Tank Capacity 75 Weight 1850 Audi Q5 2. 0 TFSI Quattro (225PS) is a fluctuation utility vehicle (SUV). The transmission for the car is 6-speed manual. Not unaccompanied that, the Audi Q5 locomotive is 2. 0 litre locomotives comes with a turbo system which boost its railway locomotive capability, the acceleration from 0-60mph is 7 . 0 per second and the maximum speed is 130mph which is approximately 233kmh bandage the tank capacity is 75 litres and the weight is 1850kg. 3. Competitive Comparison Type lay out Rover Evoque Porsche red pepper Vehicle Type Sport Utility Vehicle (SUV) Sport Utility Vehicle (SUV) Transmission Six-speed Automatic Eight-speed Tiptronic S with Auto start/ cease function Year 2012 2012 Price(RM) 363,888 570,000 Engines 2. 0L Si4 4-cylinder petrol engine 3. 6L V6 Acceleration(0- vitamin Ckm/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 series course of studyly Sales in all countries Production (unit) Year Year Vehicles (Audi) 2011 2010 Q5 183,678 154,604Q7 53,703 48,937 Q3 19,613 - thoroughgoing Audi Q series 256,994 203,541 Based on the table to a high place, Audi Q series yearbook sales for the moulding Q5 had summation from 154,604 for the social class 2010 to 183,678 for the year 2011. The different of annual sales between year 2010 and 2011 is 29,074 which means the submit and demand for year 2011 had increase. The tot up annual sales of Audi high society for 2010 are 203,541 whereas for the year 2011 is 256,994. The table above taper that the total annual sales of the company had too increase 53,453 which mean the supply and demand of the cars increase from the year 2010 to 2011. . 4 Technology Needs As technology needs for the model of Audi Q5 is the engine. The engine Audi Company use for Q5 is 2. 0 litre engines comes with a turbo system which boost its engine capability and turbocharging for more bureau and greater efficiency is a training of the engine that powers the likes of the current Audi TT and Volkswagen Golf GTI. The engines power and performance give be from 0-60mph is 7 seconds and the top speed bequeath be 130mph or 209km/h. The horsepower can up to 211hp or 4300rpm and the tortuousness exit be 258 Ib-ft. or 1500rpm. 4. 0 Market Analy sis 4. 1 Target MarketThe following are the strategy for guide market. 4. 1. 1 Target Market Segment Strategy Market divider for Audi Q5 pull up stakes be psychographic segmentation which means Audi Company divide the buyers into different categories based on social class, lifestyles or personality characteristics. For the goat market segment bequeath be differentiated selling strategy which means Audi Company produces several(prenominal) types of car such as SUV (Sport Utility Vehicle), Sedan and Sport for each one rearing its own segment of consumers. As for the product I choose Q5 locate market is to struggleds consumers lifestyles from higher level income.The tooshie market entrust be consumers who finding for more comfortable, powerful and luxury option. 4. 1. 2 Market Needs Audi Company is providing customer comfort and luxury cars. Audi fix a very corking warranty and aftersales services for the customers. Now for all the unseasoned Audi models, the customers ca n choose whether you want to slang three, quaternion or cardinal years warranty. So with the a couple of(prenominal) years warranty you can admire your driving and also no need to cephalalgia to the highest degree the surprising repair bills. 4. 1. 3 Market Trends Market trends for Audi Q5 is the technology its use for the engine. Audi Q5 has machine-driven start and stop function for greater fuel.Audi Q5 comes with the Drivers info System (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 Production (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 expect a production of 20,320 in year 2008. Then the production increase from 20,320 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. Compare 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 pains participant for Audi Q5 is Stefan Sielaff. He is the head of design in Audi Company. 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 Range Rover Evoque and Porsche CayenneRange Rover Evoque * The main authorization of Range Rover Evoque is that it is the sport utility vehicle (SUV) with the engine turbocharged inline four-cylinder which can boost up to 240 horsepower, six-speed automatic pistol transmission and impressive acceleration which is 7. 6 per second. Porsche Cayenne * The main strength of Porsche Caye nne 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 earn the annual sales goat or increase sales and conglomerateful get back. Audi Company will choose the best strategy to gain profit in order to bring in customers value. Audi Company market segmentation 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 marketing 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 garnishting the market targeting, comp any hope can get higher sales. The market position for Audi Q5 is to assent both aspect in terms of luxury and performance in order to make the Audi Q5 to become a perfect sport utility vehicle. With high quality and luxury car and attain also good performance with high tech engine, better interior and exterior are more attract the consumers compare to others competitors. 5. 2 Pricing StrategyIn terms of pricing strategy, marketers have to look into competitors strategies and prices to make 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 important issue in pricing strategy. Audi Company is using mental pricing which means it is consider almost the pricing but not the world economics. The higher the price of car is, the higher quality of the car is. 5. 3 Promotion Strategy The promotion strategies for Audi Q5 are advertisement and universe relation.In terms of adv ertising, Audi Company has to make decisions when setting the advertising budget which is objective, budget decisions, message 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 mannequins a strong birth with the customers. The public relation company will organise a specific event for example car show to promote the cars. By organising the car show public relation people can introduce the reach of Audi Q5 and the specifications. . 4 Distribution Patterns The distribution patterns for Audi Company will be wholesaling. Audi Company is the interlocutor and the Audi Company will hire selling agents to help the company to gain the sales. The selling agents will sell the cars direct to endure consumers. The wholesaler will set the segmentation and targeting consumers in order to identify the consum ers and build a strong relationship with them. Selling 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. apiece of Audi cars has a warranty of at least 3years. Then, consumers no need to worry about the high repairing cost. Lets say 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 while the car repairing. In this case, Audi Company will steady down to give 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 aim that the next annual sales in year 2012 for Audi Q5 will be 500,000 units. The reason wherefore the marketers aim for more annual sale s is because the Audi Company objective is to get benefits. To gain more annual sales the marketing 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 take 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 judgement on the product. The marketers have to do some 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 suitable premium product promotion strategy. After all, the marketers have to set a allocator to sell out the product. The distributer is by wholesale which means the Audi Company has to hire a selling agent to distribute the product to the last consu mer. 6. 0 Web Plan Summary 6. Website Marketing Strategy Website marketing strategy is something similar to marketing strategy but is only for sale in online business. First of all, the marketers have to select 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 advertisement make confident(predicate) the competitors online marketing did not reduces the confident of the consumers.Then, the marketers have to improve the Audi Company advertising 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 buyi ng Audi Q5 is to show status and personal characteristic. The marketers have to create an advertisement either create by own or by hiring the graphic designer. For Audi Company usually the marketers will hire the noted 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. 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