Datta Meghe Institute Of Management Studies

Project Report On

Marketing Strategies Of Audi Nagpur

Audi Nagpur (A Unit Of Jaika Vehicle Trade Pvt Ltd)

Prepared By: Deepak Rajendraprasad Kawde M.B.A. II Semester Alpha Roll No. 12

Under the guidance of Prof. Shiny Chib Ms. Shraddha Gulwade

ACKNOWLEDGEMENT I would like to express my gratitude to all those who made the completion of this project possible. I want to thank Ms.Shraddha Gulwade for giving me permission to commence this project in the first instance & to use the departmental data of Audi Nagpur. I would also thank Prof. Shiny Chib for his endless guidance throughout the project.His thoughtful insights & priceless inputs helped me to make the more meaningful & informative.The project wouldnt seen the light of day if not for his guidance. I would like to thank the members of the group that I worked during the entire duration of project for the wonderful coordination, cooperation & encouragement. I would also thank my parents , friends and colleagues who always encouraged me during tough times of my project.

SUMMARY
Indian automobile industry is one of the most important markets across the globe. As the standard of living of people in India has gone up car is no longer considered as a luxury. People of India now require car for their daily use. As a result of this many global players have entered the Indian automobile industry and have changed the whole scenario. Audi started its operations in India March 2007. The Audi India strategy encompasses significant investments in branding, marketing, exclusive dealerships and after sales service for the upcoming years. At present, Audi is assembling the Audi A6,the Audi A4 and the Audi Q5 for the Indian market in Aurangabad. Audi Nagpur showroom was inaugurated on 29th March 2012.Showroom is spread over a total area of 9,684 square feet The showroom can accommodate 10 cars and Audi has taken full advantage of that by displaying its entire model range of Audi brand vehicles available in India namely, the Audi A4, Audi A6, Audi A7 Sportback, Audi A8L, Audi Q5, Audi Q7, Audi RS5 Coup, Audi TT, Audi R8 and the Audi R8 Spyder. To understand the marketing strategies of high end luxury automobile brand showroom is my aim in this summer internship. It will help me to gain maximum knowledge about companies products and policies and their marketing activities and will also help me to develop skills to conduct sales.

Introduction:
Audi is a German brand and the company name is based on the last name of the founder August Horch. His surname which means listen in German, when translated into Latin, becomes Audi. The four rings of Audi emblem stand for the four companies (Audi, DKW, Horch and Wanderer) that merged together to form the company what is today Audi AG. In 1899, August Horch established the company A. Horch & Cie in Cologne but left the company because of some problems with the management. A few years later, Horch established a second company called the Horch Automobil-Werke GmbH. In 1909, Horch was forced to leave the company. He then started another company in Zwickau called Audi. This company manufactured vehicles for the First World War and launched the first Audi car, the Type B, 10/28PS early in 1910. Horch left Audi in 1920 but continued to remain involved with Audi as a member of the board of trustees. In 1932, Audi merged with Horch, DKW, and Wanderer, to form Auto Union. The union had great success in motor sport in the following years and built a powerful car in 1936, before the 2nd world war which boasted of a 6 litre V 16 engine with 382 KW (582PS). During the 2nd world war, the Auto Union built vehicles for German military. The company manufactured many motorcycles, engines, different war vehicles and even parts for submarines until 1945.In 1964, Volkswagen bought 50% stake in the company and in 1969, Auto Union merged with NSU. In 1985, with the Auto Union and NSU brands effectively dead, the company's official name was shortened to simply Audi AG and the company manufactured many different types of engines and cars in the following years.

Top Company Founder(s):

German luxury car company, Audi AG, was founded in the year 1909 by an engineer and automobile enthusiast, August Horch. Before founding Audi, Horch had spent a couple of years working at shipyards in Rostock, followed by a four-year stint at an automobile project in Leipzig. He had also briefly worked at the Benz company, which later came to be known as Mercedes-Benz.

August Horch & Cie.:

In 1899, Horch founded his first auto company August Horch & Cie. in Cologne. From the beginning, August Horch & Cie was beset by financial trouble, and Horch had to make every possible effort to keep it afloat. The constant struggle, perhaps inevitably, led to a strain between Horch and the companys directors, and in 1909, following a spat with board members, he left to start another company of his own. He settled on the name Audi Automobilwerke GmbH for the new company, after a court ruling disallowed him to use his own name, which was found to be too similar to that of the company he had left.

Audi AG:
Horch quickly turned Audi AG into one of the most successful auto companies in the country, which managed to do well even during the turbulent years of the First World War. One of the many precedents it set for other carmakers was placing the steering wheel on the left side of the car. The companys successful run was halted in the late 1920s, when the Great Depression set in, leading Horch to enter into a joint venture with three other automakers DKW, Wanderer and Horch - in 1932.

Auto Union:
The new company was called Auto Union Sachsischer Motorfahrzeugfabriken and adopted as its logo the four interlocking rings (for the four companies) that represent Audi AG to this day. Auto Union cars soon became a popular automobile choice in the country, making up 25 percent of all cars running on Germanys roads by 1939. The Second World War, however, dealt a huge blow to the company. The JV, which had its headquarters in Soviet-occupied East Germany, was dissolved after the war, and re-established by some of its directors in Ingolstadt, Bavaria. August Horch did not live to see the much-delayed revival of the Audi brand, which happened only after the Ingolstadt facility was taken over by Volkswagen in 1964. He had passed away in 1951.

Audi AG today:

Audi plant in Aurangabad, India Audi's sales grew strongly in the 2000s, with deliveries to customers increasing from 653,000 in 2000 to 1,003,000 in 2008. The largest sales increases came from Eastern Europe (+19.3%), Africa (+17.2%) and the Middle East (+58.5%). China in particular has become a key market, representing 108,000 out of 705,000 cars delivered in the first three quarters of 2009. One factor for its popularity in China is that Audis have become the car of choice for purchase by the Chinese government for officials, and purchases by the government are responsible for 20% of its sales in China. As of late 2009, Audi's operating profit of 1.17-billion ($1.85-billion) made it the biggest contributor to parent Volkswagen Group's nine-month operating profit of 1.5-billion, while the other marques in Group such as Bentley and Seat had suffered considerable losses. May 2011 saw record sales for Audi of America with the new Audi A7 and Audi A3 TDI Clean Diesel.] In May 2012, Audi reported a 10% increase in its sales at 480 units which was 408 a year ago.

Audi's two principal assembly plants are:

o Ingolstadt, Opened by Auto Union in 1964, (A3, A4, A5, Q5) o Neckarsulm, Acquired from NSU in 1969 (A6, A7, A8, R8 & all RS variants) o o o o o o o Outside of Germany, Audi produces vehicles at: Bratislava, shared with Volkswagen, SEAT, koda and Porsche (Q7) Martorell, shared with SEAT and Volkswagen (Q3) Gyr, Hungary, (TT and some A3 variants) Brussels, Belgium (A3 Cabriolet, A1) Changchun, China since 1995, Aurangabad, India since 2006.

Technology:
Vehicle bodies:

Bodyshells:
Audi produces 100% galvanised cars to prevent corrosion and was the first mass-market vehicle to do so, following introduction of the process by Porsche, c.1975. Along with other precautionary measures, the full-body zinc coating has proved to be very effective in preventing rust. The body's resulting durability even surpassed Audi's own expectations, causing the manufacturer to extend its original 10-year warranty against corrosion perforation to currently 12 years (except for aluminium bodies which do not rust).

Space frame:
Audi introduced a new series of vehicles in the mid-1990s and continues to new technology and high performance. An all-aluminium car was brought forward by Audi, and in 1994 the Audi A8 was launched, which introduced aluminium space frame technology (called Audi Space Frame or ASF) which saves weight and improves torsion rigidity compared to a conventional steel frame. Prior to that effort, Audi used examples of the Type 44 chassis fabricated out of aluminium as test-beds for the technique. The disadvantage of the aluminium frame is that it is very expensive to repair and requires a specialized aluminium bodyshop.] The weight reduction is somewhat offset by the quattro four-wheel drive system which is standard in most markets. Nonetheless, the A8 is usually the lightest all-wheel drive car in the full-size luxury segment, also having best-in-class fuel economy. The Audi A2, Audi TT and Audi R8 also use Audi Space Frame designs.

Drivetrains:
Layout:

Audi R8 For most of its lineup (excluding the A3, A1, and TT models), Audi has not adopted the transverse engine layout which is typically found in economy cars (as well as more upscale European manufacturers such as Peugeot and Citron), since that would limit the type and power of engines that can be installed. In order to be able to mount powerful engines (such as a V8 engine in the Audi S4 and Audi RS4), Audi has usually engineered its more expensive cars with a longitudinally front-mounted engine, in an "overhung" position, over the front wheels in front of the axle line. While this allows for the easy adoption of allwheel drive, it goes against the ideal 50:50 weight distribution (as do all front wheel drive cars). In all its post Volkswagen-era models, Audi has firmly refused to adopt the traditional rearwheel drive layout favored by its two arch rivals Mercedes-Benz and BMW, favoring either front-wheel drive or all-wheel drive. The majority of Audi's lineup in the United States features all-wheel drive standard on most of its expensive vehicles (only the entrylevel trims of the A4 and A6 are available with front-wheel drive), in contrast to MercedesBenz and BMW whose lineup treats all-wheel drive as an option. BMW did not offer allwheel drive on its V8-powered cars (as opposed to crossover SUVs) until the 2010 BMW 7 Series and 2011 BMW 5 Series, while the Audi A8 has had all-wheel drive available/standard since the 1990s. Regarding high-performance variants, Audi S and RS models have always had all-wheel drive, unlike their direct rivals from BMW M and Mercedes-AMG whose cars are rear-wheel drive only (although their performance crossover SUVs are all-wheel drive). Audi has recently applied the quattro badge to models such as the A3 and TT which do not use the Torsen-based system as in prior years with a mechanical center differential, but with the Swedish Haldex Traction electro-mechanical clutch AWD system.

Engines:

In the 1980s, Audi, along with Volvo, was the champion of the inline-five cylinder, 2.1/2.2 L engine as a longer-lasting alternative to more traditional six-cylinder engines. This engine was used not only in production cars but also in their race cars. The 2.1 L inline five-cylinder engine was used as a base for the rally cars in the 1980s, providing well over 400 horsepower (298 kW) after modification. Before 1990, there were engines produced with a displacement between 2.0 L and 2.3 L. This range of engine capacity allowed for both fuel economy and power. For the ultra-luxury version of its Audi A8 fullsize luxury flagship sedan, the Audi A8L W12, Audi uses the Volkswagen Group W12 engine instead of the conventional V12 engine favored by rivals Mercedes-Benz and BMW. The W12 engine configuration (also known as a "WR12") is created by forming two imaginary narrow-angle 15 VR6 engines at an angle of 72, and the narrow angle of each set of cylinders allows just two overhead camshafts to drive each pair of banks, so just four are needed in total.] The advantage of the W12 engine is its compact packaging, allowing Audi to build a 12-cylinder sedan with allwheel drive, whereas a conventional V12 engine could only have a rear-wheel drive configuration as it would have no space in the engine bay for a differential and other components required to power the front wheels. In fact, the 6.0 L W12 in the Audi A8L W12 is smaller in overall dimensions than the 4.2 L V8 that powers the Audi A8 4.2 variants. The 2011 Audi A8 debuted a revised 6.3-litre version of the W12 (WR12) engine with 500 PS (370 kW; 490 hp).Fuel Stratified Injection

V8 FSI engine.

New models of the A3, A4, A6 and A8 have been introduced, with the ageing 1.8-litre engine now having been replaced by new Fuel Stratified Injection (FSI) engines. Nearly every petroleum burning model in the range now incorporates this fuel-saving technology.

Direct-Shift Gearbox:
At the turn of the century, Volkswagen introduced the Direct-Shift Gearbox (DSG), a type of dual clutch transmission. It is an automated semi-automatic transmission, drivable like a conventional automatic transmission. Based on the gearbox found in the Group B S1, the system includes dual electrohydraulically controlled clutches instead of a torque converter. This is implemented in some VW Golfs, Audi A3, Audi A4 and TT models where DSG is called S-tronic.

LED daytime running lights:

Beginning in 2006, Audi has implemented white LED technology as daytime running lights in their products. The distinctive shape of the DRLs has become a trademark of sorts. LEDs were first introduced on the Audi S6, and have since spread throughout the entire model range. The LEDs are present on some Audi billboards.Since 2010, Audi has also offered the LED technology in low- and high-beam headlight

Multi Media Interface:

Audi has recently started offering a computerised control system for its cars, called Multi Media Interface (MMI). This came amid criticism of BMW's iDrive control. It is essentially a rotating control knob and 'segment' buttons designed to control all in-car entertainment devices (radio, CD changer, iPod, TV tuner), satellite navigation, heating and ventilation, and other car controls with a screen. MMI was widely reported to be a considerable improvement on BMW's iDrive, although BMW has since made their iDrive more user-friendly.

MMI has been generally well-received, as it requires less menu-surfing with its segment buttons around a central knob, along with 'main function' direct access buttons with shortcuts to the radio or phone functions. The screen, either colour or monochrome, is mounted on the upright dashboard, and on the A4 (new), A5, A6, A8, and Q7, the controls are mounted horizontally.An "MMI-like" system is also available on the A3, TT, A4 (B7), and R8 models when equipped with the Audi Navigation System Plus (RNS-E) satellite navigation system.

AUDI MMI SYSTEM CONTROLLER

Marketing:
Branding:

The old logo used by Audi until 2009 The Audi emblem is four overlapping rings that represent the four marques of Auto Union. The Audi emblem symbolises the amalgamation of Audi with DKW, Horch and Wanderer: the first ring from the left represents Audi, the second represents DKW, third is Horch, and the fourth and last ring Wanderer. Its similarity to the Olympic rings caused the International Olympic Committee to sue Audi in International Trademark Court in 1995. As part of Audi's centennial celebration in 2009, the company updated the logo, changing the font to left-aligned Audi Type, and altering the shading for the overlapping rings. The revised logo was designed by Rayan Abdullah.

Slogans:
Audi's corporate tagline is Vorsprung durch Technik, meaning "Progress through Technology". The German-language tagline is used in many European countries, including the United Kingdom, and in other markets, such as Latin America, Oceania and parts of Asia including Japan. A few years ago, the North American tagline was "Innovation through technology", but in Canada the German tagline Vorsprung durch Technik was used in advertising. More recently, however, Audi has updated the tagline to "Truth in Engineering" in the U.S.

Typography:
Audi Sans (based on Univers Extended) was originally created in 1997 by Ole Schfer for MetaDesign. MetaDesign was later commissioned for a new corporate typeface called Audi Type, designed by Paul van der Laan and Pieter van Rosmalen of Bold Monday. The font began to appear in Audi's 2009 products and marketing materials.

Sponsorships:

Audi sponsors Bundesliga club Bayern Munich Audi is a strong partner of different kinds of sports. In football, long partnerships exist between Audi and various clubs like Chelsea FC, FC Bayern Munich, Real Madrid CF, FC Barcelona, AC Milan, Ajax Amsterdam and Perspolis F.C.. Audi also sponsors winter sports: The Audi FIS Alpine Ski World Cup is named after the company. Additionally, Audi supports the German Ski Association (DSV) as well as the alpine skiing national teams of Switzerland, Sweden, Finland, France, Liechtenstein, Italy, Austria and the US. For almost two decades Audi fosters golf sport: for example with the Audi quattro Cup and the HypoVereinsbank Ladies German Open presented by Audi. In sailing, Audi is engaged in the Medcup regatta and supports the team Luna Rossa during the Louis Vuitton Pacific Series and also is the primary sponsor of the Melges 20 sailboat. Further, Audi sponsors the regional teams ERC Ingolstadt (hockey) and FC Ingolstadt 04 (soccer). In 2009, the year of Audis 100th anniversary, the company organises the Audi Cup for the first time. In a twoday-tournament, the teams of FC Bayern Munich, AC Milan, Manchester United F.C. and CA Boca Juniors will compete against each other Audi also sponsor the New York Yankees as well. In October 2010 they agreed to a three sponsorship year-deal with Everton. Audi also sponsors the England Polo Team and holds the Audi Polo Awards.

Multitronic campaign:

Audi Centre Sydney, Zetland, New South Wales, Australia. In 2001, Audi promoted the new multitronic continuously variable transmission with television commercials throughout Europe, featuring an impersonator of musician and actor Elvis Presley. A prototypical dashboard figure later named "Wackel-Elvis" ("Wobble Elvis" or "Wobbly Elvis") appeared in the commercials to demonstrate the smooth ride in an Audi equipped with the multitronic transmission. The dashboard figure was originally intended for use in the commercials only, but after they aired the demand for

Wackel-Elvis fans grew among fans and the figure was mass-produced in China and marketed by Audi in their factory outlet store.

Audi TDI:
As part of Audi's attempt to promote its Diesel technology in 2009, the company began Audi Mileage Marathon. The driving tour featured a fleet of 23 Audi TDI vehicles from 4 models (Audi Q7 3.0 TDI, Audi Q5 3.0 TDI, Audi A4 3.0 TDI, Audi A3 Sportback 2.0 TDI with S tronic transmission) travelling across the American continent from New York to Los Angeles, passing major cities like Chicago, Dallas and Las Vegas during the 13 daily stages, as well as natural wonders including the Rocky Mountains, Death Valley and the Grand Canyon,

Audi e-tron:
The next phase of technology Audi is developing is the e-tron electric drive powertrain system. They have shown several concept cars as of March 2010, each with different levels of size and performance. The original e-tron concept shown at the 2009 Frankfurt motor show is based on the platform of the R8 and has been scheduled for limited production. Power is provided by electric motors at all four wheels. The second concept was shown at the 2010 Detroit Motor Show. Power is provided by two electric motors at the rear axle. This concept is also considered to be the direction for a future mid-engined gas-powered 2seat performance coupe. The Audi A1 e-tron concept, based on the Audi A1 production model, is a hybrid vehicle with a range extending Wankel rotary engine to provide power after the initial charge of the battery is depleted. It is the only concept of the three to have range extending capability. The car is powered through the front wheels, always using electric power. It is all set to be displayed at the Auto Expo 2012 in New Delhi, India, from the 5 January. Powered by a 1.4 litre engine, and can cover a distance up to 54 km s on a single charge.

In video games:

Audi R8 In PlayStation Home, the PlayStation 3's online community-based service, Audi has supported Home by releasing a dedicated Home space in the European version of Home. Audi is the first carmaker to develop a space for Home. On 17 December 2009, Audi

released the Audi Space as two spaces; the Audi Home Terminal and the Audi Vertical Run.[82] The Audi Home Terminal features an Audi TV channel delivering video content, an Internet Browser feature, and a view of a city. The Audi Vertical Run is where users can access the mini-game Vertical Run, a futuristic mini-game featuring Audi's e-tron concept. Players collect energy and race for the highest possible speeds and the fastest players earn a place in the Audi apartments located in a large tower in the centre of the Audi Space. In both the Home Terminal and Vertical Run spaces, there are teleports where users can teleport back and forth between the two spaces. Audi has stated that additional content will be added in 2010

Current model range:

The following tables list Audi production vehicles that are sold as of 2012:

Audi cars

3-door Hatchback

A1

Supermini

A3

Small Family Car

Sportback (5-door Hatchback) 3-door Hatchback Sportback (5-door Hatchback) Cabriolet Saloon (Sedan) Avant (Estate/Wagon)

A4

Compact Executive Car

Allroad (Crossover Estate/Wagon)

Coup Sportback (5-door Hatchback)

A5

Compact Executive Car

A6

Executive Car

Cabriolet (Convertible) Saloon (Sedan) Avant (Estate/Wagon)

Allroad (Crossover Estate/Wagon)

A7 A8

Executive Car Full-size Luxury Car

Sportback (5-door Hatchback)

Saloon (Sedan)

Audi coups and SUVs

Coup Roadster (Convertible) Coup Spyder (Convertible) SUV SUV SUV

TT

Compact Sports Car

R8

Sports Car

Q3 Q5 Q7

Compact Crossover SUV Compact Crossover SUV Full-size Crossover SUV

Audi S and RS models S (Sport) models

Saloon (Sedan) Avant (Estate/Wagon)

S4

Compact Executive Car

S5

Compact Executive Car

Coup Saloon (Sedan) Avant (Estate/Wagon) Saloon (Sedan) Coup Roadster (Convertible)

S6

Executive Car

S8 TTS

Full-size Luxury Car Compact Sports Car

RS (RennSport/Racing) models RS4 Compact Executive Car

Avant (Estate/Wagon)

RS5

Compact Executive Car

Coup Coup Roadster (Convertible)

TT RS

Compact Sports Car

Electric vehicles:
Audi is planning an alliance with the Japanese electronic giant Sanyo to develop a pilot hybrid electric project for the Volkswagen Group. The alliance could result in Sanyo batteries and other electronic components being used in future models of the Volkswagen Group. Concept electric vehicles unveiled to date include the Audi A1 Sportback Concept, Audi A4 TDI Concept E and the fully electric Audi e-tron Concept Supercar.

Audi India:
Audi India is the wholly owned subsidiary of German automobile manufacturer Audi. Audi's main competitors in the Luxury vehicles segment in the Indian Automobile Industry are Mercedes-Benz, BMW, Jaguar and Volvo.

History:
Audi has been selling Luxury cars in India since 2004, however the Audi India was established in March 2007 as a division of Volkswagen Group Sales India.[1] Audi is represented in 110 countries worldwide and since 2004, Audi has been selling its products on the Indian market. 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 making a clear long-term statement in the country with ambitious growths plans. Audis goal is to become the leading automobile luxury brand in the Indian market in the next few years. The Audi India strategy encompasses significant investments in branding, marketing, exclusive dealerships and after sales service for the upcoming years.

Manufacturing facilities:

A building block for a successful future: Audi has been building cars for the local Indian market in Aurangabad, in the State of Maharashtra, since 2007. Employees at the koda Auto India Private Limited (SAIPL) plant assemble the Audi A4, the Audi A6 and the Audi Q5. In entering the market and building cars locally in India, Audi is making a long-term investment in one of the most promising car markets in the world. In addition to production of the Audi A4, Audi A6 and Audi Q5, the Audi A8, Audi A8L, Audi Q7 and Audi R8 are imported. Audi has also opened its largest showroom in India in the Gurgaon area. This showroom is 1,200 square meters large and has 14 cars.

COMPANY PROFILE: The Jaika Group:

Established in 1954, the Jaika Group began its journey on 2nd November, 1954, with the founding of Jaika Motors Ltd., in association with Tata Motors, recording sales of a 100 units of trucks in its first year. Today, the Group has not only completed over 50 years of mutual trust with Tata Motors, expanding the relationship to a number of fields, it has diversified and grown into a conglomerate of 10 companies with a combined annual turnover of over Rs 1200 Cr. In the process, Jaika group has also established tie-ups with a number of world class companies such as Hyundai, Bharat Petroleum, Whirlpool, TCL, Blaupunkt, Shimnit Utsch India, Stanchart to name some, and deals in a variety of products ranging from all types of vehicles, electronic goods and petroleum derivatives to a host of financial solutions. The fact that such a mega success story was scripted in Central India, a region that was overlooked by consumer majors until recently, is living testimony of Jaika Group's initiative, courage, vision and determination to be among the best. Yet, for us at Jaika Group, there are many more frontiers beckoning

Audi India Dealerships :

There are total 20 dealerships of Audi India. There is one more dealer is going to add this Audi India group i.e. Audi Raipur. Audi Ahmedabad Audi Bengaluru Audi Bhopal Audi Chandigarh

Audi Chennai Audi Coimbatore Audi Delhi South Audi Delhi West Audi Gurgaon Audi Goa Audi Hyderabad Audi Indore Audi Jaipur Audi Kochi Audi Kolkota Audi Ludhiana Audi Mumbai West Audi Nagpur Audi Pune Audi Surat

AUDI INDIA SALES FORECAST FOR FY 2011- 2012

Audi India registered continued its remarkable performance in India by clocking sales of 667cars in January 2012, a growth of 39 percent over the same period last year (480 cars: January2011). The luxury carmaker ended the year 2011 with a sales record of 5511 cars

from Januaryto December 2011, a strong 84 percent growth over 2010s performance (JanDec 2010: 3003) On 29th March 2012 Audi India announced the opening of its world-class showroom in Nagpur.The Audi Nagpur showroom was inaugurated by Mr. Michael Perschke, Head, Audi India and Mr. Gautam Kale, Managing Director, Audi Nagpur (Jaika Vehicle Trade Private Ltd). 2nd April 2012 Audi Overtakes Mercedes-benz : Mercedes-Benz has been edged out of the 2ndspot by Audi. In the first quarter of 2012, Audi sold 2,269 units while MercedesBenz sold 2,130 units. 11th July 2012 Audi Overtakes BMW : The numero uno spot in the luxury car market of theIndian auto industry has now been grabbed by the German car maker, Audi by outpacing BMW,another auto giant of the same origin. BMW had been ruling the luxury car market for the past last three consecutive years. Audi delivered 759 cars in June 2012, against 750 units sold by BMW. , which clearly portraysthe slowdown in the current car market. To make matters worse, sales volume has also been affected in the premium segment, which usually remains unfazed by hike in interest rates andfuel prices. Commenting on the success of Audi India, Michael Perschke, Head, Audi India quoted, It's the Audi effect, where customers are pulled by the strong brand that is reinforced by the largest lineupof luxury products offered in India. We did not target to be market leaders in 2012, but wouldlike to build the momentum with new product offerings and stronger dealership network to sustain this newly-acclaimed feat in the long term. It's a pleasant surprise. We were targeting leadership only next year. Audi India scales new heights - Half-yearly sales at 4000 with 43 percent growth. Audi India, maintained its strong growth in the Indian luxury car market during the first half of the year, amassing sales of 4000 cars during January to June, 2012, marking up a 43 percent growth in comparison to the corresponding period last year, when it sold 2802 cars. Audi India is the fastest growing luxury brand in the country and the half yearly sales figure cements the fact. Audi Indias sale in June 2012 stood at an impressive 718 cars, a growth of 76 percent. (June 2011: 408 cars). This shows that Audi India is growing at an excellent pace.

Audi Nagpur:

Audi in India is all set to expand its reach for those who are interested in the German brand in Nagpur

Audi Nagpur Spread over a total area of 9,684 square feet is Audis new Nagpur-based showroom, called Jaika Vehicle Trade. The 17th Audi dealership in India, was recently inaugurated by Michael Perschke, Head, Audi India and Gautam Kale, Managing Director, Audi Nagpur. The launch of Audi Nagpur showroom in Maharashtra provides us with an opportunity to capitalise on the growing demand for luxury automobiles in the region. I am confident that our impressive sales performance YTD(year till date) coupled with our dynamic product line and fast expanding dealer network will ensure that Audi maintains its position as the fastest growing luxury car brand in India, said Perschke.

The new showroom can accommodate 10 cars and Audi will definitely take full advantage of that by displaying its entire model range of Audi brand vehicles available in India namely, the Audi A4, Audi A6, Audi A7 Sportback, Audi A8L, Audi Q5, Audi Q7, Audi RS5 Coup, Audi TT, Audi R8 and the Audi R8 Spyder. Audi Nagpur will also house an Audi Shop and the Audi Exclusive elements, where customers can order customised products and purchase a variety of Audi-branded merchandise. It is a matter of great pride for us to be appointed as an Audi dealer and we hope the opening of this new showroom in Nagpur marks the beginning of a longstanding association with Audi. Jaika Group is associated with automobiles since 1930. At Audi Nagpur, we will ensure that customers are provided with a distinct luxury experience that the brand with the four rings is known for globally. With this world-class showroom, we are confident of achieving a leadership position in Nagpur, said Kale. Audi Nagpur will also manage the exclusive Audi service facility, located in MIDC Hingna. This facility is spread over an area of 30,000 sq. ft. and has a capacity to service eight cars per day in a single shift with a total of seven days

Organization Profile:

Audi Nagpur follows a hierarchy.Audi Nagpur is a franchisee of Audi India. Audi Nagpur is owned by one of the oldest dealer in Nagpur i.e. The Jaika group.Audi Nagpur has to follow strict guidelines laid by Audi India.Audi Nagpur has to purchase fixed amount of stock from Audi India every month.Some of the guidelines include compulsory purchase of demo cars of each and every model available for sale.Audi Nagpur has to follow each and every process directed by Audi India. Area sales manager of Audi India visit the showroom at the end of each month.Audi Nagpur team has to report and prepare a presentation regarding performance of the team. The report is then submitted to Audi India and the dealer is evaluated based on the statistics in the report.

Product Profile:

Audi sells ten different models in india i.e.A4,A6,A7,A8,Q3,Q5,Q7,R8,Audi RS5,Audi TT. Manufactured/assembled locally: Audi A4 Audi A6

Audi Q5 Imported Audi Q3 Audi Q7

Audi A7

Audi A8

Audi TT Audi RS5

Audi R8

Activities at Audi Nagpur:

 Competitive Analysis:
Automobile industry is one of the fastest growing industries in india, hence it is important to understand the changing trends of automobile industry. Audi Nagpur has two main competitors in the city i.e. BMW and Mercedes Benz.I visited both the showroom and did a comparison with my organizational products.

A4 Vs 3 series Vs C Class
BMW3 Series Sedan

Model Dimension s

Audi A4 4703 mm 1826 mm 2808 mm

Mercedes-Benz CClass

Benefits
Longest car in its class. More space. Better shoulder room Longer wheelbase. Better stability.

4520 mm 1817 mm 2760 mm

4596 mm 1770 mm 2715 mm 6-speed manual transmission (5-speed automatic transmission) -(C220 CDI), 6-speed manual transmission (5-speed automatic transmission) (C200 K), AMG SPEEDSHIFT 7G-TRONIC (C63 AMG)

Width Wheelbas e

Transmissi on

Multitro nic Transmi ssion Rack & Pinion, Power Assisted

6 Gears, Automatic Rack & Pinion, Power Assisted

Best in class transmission technology

Steering Type

Rack & Pinion power steering

Less load on the engine

A6 Vs 5 series Vs E- class
Overview BMW 5 Series 4841 mm 1846 mm 1468 mm 2888 mm Inline, 4V DOHC, Petrol Engine (525i, 530i) 3.0liter dual overhead cam (530d) Mercede s-Benz EClass 4818 mm 1822 mm 1420 mm 2854 mm 2.15L 4in-line engine (220 CDI) V6 engine (280 CDI) V6 engine (280) V6 engine (230) V8 engine (63 AMG)

Model Length Width Height Wheel base

Audi A6 4916 mm 1855 mm 1459 mm 2843 mm

Benefits LONGEST IN ITS SEGMENT GIVES GREAT COMFORT AND GOOD STABILITY BEST IN CLASS GIVES GOOD SHOULDER ROOM AND STABILITY GIVES GOOD HEADROOM VERY EASY TO INGRESS OUTGRESS SHORTER WHEELBASE GIVES BETTER MANEOVERABILITY

V6 SparkIgnition Direct Injection (3.2 TFSI), 2.O TDI Diesel 3.0 TDI Quattro 3.2 FSI Type Quattro Four-link front suspensio n, upper and lower wishbone s, anti-roll bar, twintube gasFront filled Suspe shock nsion absorbers Trapezoid al-link rear suspensio n, anti-roll bar, twin tube gasRear filled Suspe shock nsion absorbers Ventila Rear Discs Rack & Pinion, Power Assisted with Steerin optimised

LONG RANGE OF ENGINE OPTION

Independe nt

Four link independ ent suspensio n with coil springs

BEST IN CLASS SUSPENSION WITH GAS WITH FILLED SHOCK ABSORBER

Independe nt Disc

Multi-link independ ent suspensio n with coil springs

BEST IN CLASS WITH GAS FILLED WITH SHOCK ABSORBER

Solid discs EFFICIENT BRAKING

Rack & Pinion, Power

Rack-andpinion, power

Q7 Vs X5 Vs M Class
Overview Benefits Model Seating Capacity Fuel Capacity Dimensions Length Height Wheelbase Ground Clearance Weight Engine Audi Q7 7 100 liters BMW X5 5 85 liters 4854 mm 1776 mm 2933 mm 180 m Mercedes-Benz M-Class 5 95 Liters

5086 mm 1737 mm 3002 mm 206 mm

4780 mm 1779 mm 2915 mm 223 mm

Max. Torque Suspension

500 Nm @ 1750 rpm (3.0 TDI) 360 Nm @ 2500 rpm (3.6 FSI) 440 Nm @ 3500 rpm (4.2 FSI) Four link, double wishbone with antiroll bar Trapezoid al-link axle, wishbone with antiroll bar

475 Nm @ 34003800 rpm (BMW X5 4.8i) 480 Nm @ 1750 rpm (BMW X5 3.0d)

350 Nm @ 2400-5000 rpm (ML 350) 510 Nm @ 1600-2800 rpm (ML 320 CDI)

Front Suspension

Double Wishbon e

Coil springs, single-tube gas-filled shock absorbers

Rear Suspension

Multilink

Coil springs, single-tube gas-filled shock absorbers

Steering Type

Rack & Pinion, speed dependan t power assist

Rack & Pinion, Power Assisted

Hydraulic rack & pinion steering

Upcountry Events:
Audi Nagpur organizes upcountry events for promotion and for the awareness of the brand. Audi Nagpur gathers data about type of people residing in nearby towns .Then according to the data it is decided by the sales team in which towns the events should be conducted .A best Hotel in the selected towns is booked for the event. Hotel with a sufficient place for display and test drive is preferred.

Print Advertisement:
Audi Nagpur invests huge amount in print advertisement. Adds are published in local newspapers .Add includes attractive rate of interests and various schemes on Audi cars. Print adds generate considerable amount of enquiries . Which helps to create brand awareness. Regional news papers are preferred for print advertisement .

Displays:
Audi Nagpur organizes displays of their cars at various locations. Myself was the part of display arranged at C.P Club it is one of the oldest social club in Nagpur. Where members were allowed to take an experience of Audi cars.

Exclusive Preview of New Launches:

Audi Nagpur organizes exclusive preview of its new launches. Invitation post cards are sent to people who had enquired about the car and to the people who are our existing customers .Car is parked on a platform inside the showroom. Visitors or guests are served with snacks and soft drinks by our pantry staff .Atmosphere during this event is really awesome as the whole showroom is glazed with music and lights

Hoardings:

SMS & -Emails:

SMS and E-mails are were sended to the customers on the occasion of birthdays, festivals etc. so that the brand should remain in the minds of the customers.

AFTER SALES SERVICE: About Audi Service Nagpur:

Audi Nagpur manages the exclusive Audi service facility, located in MIDC Hingna. This facility is spread over an area of 30,000 sq. ft. and has a capacity to service 8 cars per day in a single shift on a total of 7 bays. The technicians at the facility are trained to ensure world-class services to the customers. It is equipped with world class tools. It also has an huge air-conditioned customer lounge for convinience of the customers.It has a stock yard where 30 cars can be stocked.

Finance Schemes:
Audi Nagpur offers attractive finance schemes which makes it easy for customers to own an Audi. Features of Audi Finance: Avail up to 90% finance on your favourite Audi car Loans starting from Rs. 100,000 onwards Flexible repayment options available ranging from 12 60 months Speedy processing post submission of all documents Attractive and competitive interest rate Customised EMI plan to suit your requirement Hassle free documentation

Audi Car Life Advance In India:

All benefits of leasing coupled with the ownership privilege Fully integrated product: Car financing, service plan, insurance and extended warranty

Covers the Audi A4, Audi A6 and Audi Q5 With Audi Car Life - Advance, our customers can enjoy maximum convenience as these services can be bundled under single monthly payment, Michael Perschke

SALES PROCESS AT AUDI NAGPUR:

CUSTOMER WALK-IN

SHOWROOM HOSTESS

PRODUCT CONSULTANT

FOLLOW UP

FEEDBACK/ LDCS

TEST DRIVE

BOOKING

DOCUMENTATION

DELIVERY

Project objectives:

Organization objectives:

To make more improvement in the sales performance with the dynamic product line. To maintain its position in fastest growing luxury car brand in india. To provide distinct luxury experience to the customers that the brand with four rings is known for globally. To achieve the leadership position in luxury car market in Nagpur. To provide good after sales service to their customers.

Self Objectives:

 To study the business model of automobile dealership dealing into luxury car segment. To increase our organizational product knowledge. To know about the marketing strategies of the organization. To know about the latest technology using by the company. To provide product features to the customers. To know about the competitors product in Nagpur. To know about the sales process in the dealership

Lessons learnt during SIP:

Conclusion:
The report has highlighted the importance of providing the best products to customers to gain the highest customer satisfaction. It is very important to always keep a watch on competitors.

Audi India as a company has gained 1st position in the month of June 2012 this has made competitors go through sleepless nights. This how a company should plan its strategy by developing products which are high on quality and will suit customer needs . Audis world class service is one of the factors which has helped Audi to develop a strong mindset about the brand all over the world. Audis marketing strategy of right product at the right time has satisfied many customers. Hence, it was a wonderful experience working with a brand like Audi.

Reccomondation:
As I work nearly 41 days in well prestigious luxury automobile dealership,I can know the customer relationship is very important to improve our sales performance. Sometimes it happens that it is not possible to give the product demo to the customer at their relative place. So in that case I would like to recommend that, to give a video CD of that product to the customer so that he can know much better about the product. The sales promotion event should be done in the heart of the city or in the club or lawn inside the city. To increase the sales performance, the sales team should be highly motivated.This motivation can come through more lucrative incentive scheme for the sales consultants.

BIBLIOGRAPHY

http://www.audi.in www.audi.com http://www.carwale.com http://www.jaika.com/

Table of content:
Sr.no. 1. 2. 3. 4. 5. 6. . 8. 9. Topic Introduction Technology Page No.

10. 11. 12. 13. 14. 15.