Audi Marketing Plan Analysis

A Summer Internship Project Report on

MARKETING PLAN ANALYSIS

@ Audi Kolkata

MASTER OF BUSINESS ADMINISTRATION

By

Akshay Diwan

REGISTER NUMBER: 1421204

Under the guidance of

Prof. Dr. Joseph Durai Selvam Institute of Management

Christ University, Bangalore

MBA 2014-2016

I

DECLARATION

I, Akshay Diwan, do hereby declare that the Summer Internship Project entitled Marketing Plan analysis, has been undertaken by me as part of my studies in the degree of Master of Business Administration. I have completed this study under the guidance of Prof. Dr. Joseph Durai Selvam, Associate Professor, General Management, Institute of Management, Christ University, Bangalore and Astha Jhunjhunwala, Assistant Marketing Manager, Audi Kolkata.

I also

• In March 2007, Audi set up its own sales company for India. By establishing Audi India as a Division of Volkswagen Group Sales India Pvt. Ltd. in Mumbai • Audi is represented in 110 countries worldwide and since 2004, Audi has been selling its products on the Indian market.

• At present, Audi is assembling the Audi A6 and the Audi A4 for the Indian market in Aurangabad.

Brand Positioning

• Audi has not changed its international brand positioning in India and has continued with its tagline – ‘Vorsprung durch Technik’ which means ‘Advancement Through Technology’.

• As Audi is an international brand so the brand positioning strategy should be different and according to the culture and keeping in mind the needs and purchasing power in that country. In India, they are targeting elite people who have potential to buy such a luxury brand like Audi.

• Audi has always been innovative, modern and sporty.

• Even the advertisements are not different for India, though they have been made adaptable to the Indian media demands.

Sales Performance

Years Sales

Display Event Silliguri Subhodeep Q5, Q7 15-Dec 19-Dec 25 20 15 3

Display Event Bankura Rajesh A4 10-Dec 14-Dec 15 10 8 2

Display Event Asansol Rajesh Q3 18-Dec 21-Dec 20 15 10 2

Bank Activity Krishnanagar Rajesh A4 15 10 8 1

Bank Activity Kharagpur Rajesh/Soumik Q3 15 10 8 1 Display Others Rajesh/Soumik A3 15 10 8 1

TOTAL 105 75 57 10

FINANCE

ACTIVITY DETAIL PERSON MODEL START END COST EXP LEAD EXP QL EXP TEST DRIVES EXP SALES

Special Finance Offer HDFC Bank Kunjalik A4 12-Dec 12-Dec 6000 15 10 5 1

Special Finance Offer HDFC Bank Kunjalik Q3 13-Dec 13-Dec 6000 15 10 5 1

Special Finance Offer HDFC Bank Kunjalik A4 13-Dec 13-Dec 6000 15 10 5 1

Special Finance Offer Axis Bank Kunjalik Q5 14-Dec 14-Dec 6000 15 10 5 1

Special Finance Offer Axis Bank Kunjalik A4 10-Dec 10-Dec 6000 15 10 5 1

Customer Meet Kotak Kunjalik All Models 21-Dec 21-Dec 10,000 30 24 20 2

Special Finance Offer Kotak A6 TBD TBD 6000 12 8 5 1

TOTAL 117 82 50 8

MARKETING

ACTIVITY PUBLICATION DETAILS PERSON MODEL START END COST EXP LEADS EXP QL EXP TEST D EXP SALES

Print Ad The Telegraph Quarter Page Kunjalik 7-Dec 7-Dec 500,000 26 20 9 1

Print Ad The Telegraph Quarter Page Kunjalik 21-Dec 21-Dec 500,000 30 23 11