BRAND LIFE CYCLE “AUDI”

PRESENTED BY:

ANSHUL BRAJESH DIVYANSHU KALPESH PRIYANKA SOURABH

WHAT IS BRAND LIFE CYCLE ?

Any brand has a limited life period It has different stages : 1. Introduction 2. growth 3. maturity 4. decline 5. revival

BACKGROUND Audi's corporate tagline : Vorsprung durch Technik

, meaning "Progress through Technology". Private company, subsidiary :Volkswagen Group(

FWB Xetra: NSU) Founded in: Zwickau, Germany (16 July1909) Founder :August Horch Headquarters :Ingolstadt, Germany The company name: Based on the surname of

the founder August Horch, meaning listen — which, when translated into Latin, becomes Audi.

CONT.

Range of automobiles: supermini to crossover SUVs In various body styles

Wholly owned subsidiary of Volkswagen AG since 1966, following a phased purchase of its predecessor, Auto Union, from its former owner, Daimler-Benz.

Volkswagen Relaunched : Audi brand in 1967 introducing Audi F103 series

INTRODUCTION Origins: 1909 first Audi automobile: Audi Type A 10/22 hp

(16 kW) Sport-Phaeton,1910

Audi Engines: 2612 cc Followed by : 3564 cc

4680 cc and 5720 cc models.

Successful sporting events car. First six cylinder: 4655 cc, 1924

FOUR CYLINDER IN-LINE MODELS

CONTD.

1921, Audi became the first German car manufacturer to present a production car, the Audi Type K, with left-handed drive.

1920s: Established dominance. Provided better view of oncoming

traffic, making overtaking safer(Targeting))

CONTD. 1928 Jørgen Rasmussen,owner (DKW),

acquired majority shares in Audiwerks Audi cars of that era were luxurious

cars(Segmentation) equipped with special bodywork.

1932, Audi merged with Horch, DKW, and Wanderer, to form Auto Union

company offered the Audi Front LOGO: PriWorld War II, Auto Union used

Four Interlinked Rings that make up badge used today

1930s, 45 Reflecting the economic pressures of the time, Auto Union concentrated on smaller cars(Positioning).

By1938 Company's DKW brand accounted 17.9% of the German car market while Audi held only 0.1%.

1945 Overrun by the the Soviet Army Company's entire assets were

expropriated without compensation.

DKW models were renamed to IFA F8 and IFA F9 similar to the West German versions

3 September 1949 reformed company was launched.Begining of a new brand cycle.

Production of a small but sturdy 125 cc motorcycle and a DKW delivery van, Included

1958 Daimler-Benz took 87% holding in the Auto Union and was increasing

1959. 100% Holding of Daimler-Benz 1960s the company's aging model range

at this time did not benefit the same extent as competitor manufacturers such as Volkswagen and Opel.

Decision to dispose the Auto Union business based on its lack of profitability.

There was decision to shut down Near production-ready modern

four-stroke engine would enhance the Auto Union business

1964 Volkswagen acquired a 50% holding in the business

1965 Volkswagen took it entirely Volkswagen dumped the DKW

brand

1969, Auto Union merged with NSU ( 1950’s world's largest manufacturer of motorcycles), but moved on to produce small cars like the NSU Prinz

1967, the new NSU Ro 80 car well ahead of its time in technical details such as aerodynamics, light weight, and safety. However, teething problems with the rotary engines put an end to the independence of NSU.

The Neckarsulm plant is now used to produce the large A6 ,A8,RS and R8 models

Until 1972.Model were named on their horsepower ratings such as Audi 60, 75, 80, and Super 90( Markteting strategy).

Volkswagen took the K70 for its own range, spelling the end of NSU as a separate brand.

The new merged company known as Audi NSU Auto Union AG, and saw the emergence of Audi as a separate brand for the first time since the pre-war era.

1970 Volkswagen introduced Audi brand to the United States for the model year.

The first new car of this regime was the Audi 100 of 1968(the basis for the 1973 Volkswagen Passat)

The Audi 50 a seminal design because it was the first incarnation of the Golf/Polo concept, that led to a hugely successful world car.

The Audi image at this time was a conservative one

So they develop the four-wheel drive technology in Volkswagen's Iltis military vehicle for an Audi performance car and rally racing car.

1980 The performance car was named the "Audi Quattro“

Audi's S4 and S6 sport sedans were produced and the model was a great success in rallying.

the Audi name became associated with advances in automotive technology.

1985,the company’s name became AUDI AG

1986, as the Passat-based Audi 80 "grandfather's car" image, introduced.

New development sold extremely well but was of low performance

In 1987, Audi put forward a new and very elegant Audi 90

Early 1990s, sales began to slump for the Audi 80 series, due to basic construction problems

1982-1987 Audi's sales dropped ( Audi 5000 ) due to incidents of sudden unintended acceleration

Audi subsequently offered increased warranty protection

1990s, Audi shifted its target market upscale to compete against its German automakers Mercedes-Benz and BMW with release of the Audi V8

Audi A4 replaced the Audi 80. 2000 reached the same sales levels again by model

year and Audi R8 with top speed endurance. in 1994 The Audi A8 replaced the V8, with an

aluminium space frame, known as the "Audi Space Frame" (ASF), to save weight but superior roadholding.

1995 Its similarity to the Olympic rings caused the International Olympic Committee to sue Audi in Rochester, Minnesota small claims Court

AUDI TODAY

Focused on more sporty values, with high performance level

2000s Audi's sales grew strongly The largest sales increases from: Eastern Europe (+19.3%), Africa (+17.2%) and the

Middle East (+58.5%). China in particular has become a key market for

Audi(targeted for production) produces 100% galvanised cars to prevent

corrosion and was the first mass-market vehicle to do so

the full-body zinc coating was effective in preventing rust and surpassed Audi's own expectations, causing extend 10-year warranty to currently 12 years(Value for money).

The A2 was extremely aerodynamic but criticized for its high price and was never really a sales success but planted Audi as a cutting edge manufacturer.(M-Benz A did better)

Audi is planning an alliance with the Japanese electronic giant Sanyo to develop a designed to control all in-car entertainment devices pilot hybrid electric project for the Volkswagen Group.

Audi has recently started offering a computerized control system for its cars, called Multi Media Interface (MMI). designed to control all in-car entertainment devices

17 December 2009, Audi released C Barcel The next phase technology

Audi developing the e-tron electric drive power train system.

March 2010 Have shown several concept cars , each with different levels of size and performance.

2009 The original e-tron concept shown at the Frankfurt motor show

AUDI A8 W12 QUATTRO WAS PROMOTED THROUGH AN ACTION FILM TRANSPORTER A MOVIE STARING JASON STATHAM AS FRANK MARTIN, A PROFESSIONAL "TRANSPORTER" WHO DELIVERS PACKAGES WITHOUT QUESTIONS.

2010 Q7 a top sold product is a 4-door, up to 7-passenger luxury sport-utility, available in 3 trims, ranging from the 3.6... Premium quattro to the 4.2 Prestige quattro.

2010 A5 is a 2-door, 4-passenger sports coupe, or convertible, available in 5 trims, ranging from the.. 2.0T Premium Coupe quattro Manual to the 2.0T Premium Cabriolet quattro Tiptronic.

STRENGTHS: New Innovation and Latest technology. Established Brand Value Audi is a sponsor partner of different kinds

of sports. In soccer, long partnerships exist with various clubs like Manchester United, FC Bayern Munich, Real Madrid CF

WEAKNESS: Lack of awareness about the products in

developing countries. A bit high price then the competitors. Very Limited no of showrooms.

OPPURTUNITIES: Increase in sale in developing

countries of Asia and Africa. Increasing awareness about the

brand. Youth attraction towards the brand.THREATS As of now we do not see any threat

For AUDI

THANK YOU