BY HENRY, UJJAL, MANIK, DISHANT,

NAVEEN & SACHIN

 OVERVIEW OF BMW INDIA
Headquartered in Chennai , BMW India Private
Limited is a 100% subsidiary of the BMW.
The initial investment in India is 1.1 billion Indian
Rupees.
In medium term, BMW India Private Limited has
employed around 200 people; up to 600 additional
jobs have been created in the dealer and service
network.
On 29 March 2007, BMW India Private Limited officially
opened its production plant in Chennai and has a
capacity to produce 3,000 units per year.
 4ps of BMW
Price Value added pricing, pricing out of some
peoples price range. All products priced between
30 lacs to 1.5 cr.

Promotion Product placement, advertising at

events that reflect brand image of BMW.

Place internet (design your own car) and car

showrooms.
Product A luxury performance car, with
industry leading Efficient Dynamic technology
system.

Assembled/Manufactured Locally
BMW 3 Series
BMW 5 Series
BMW X1
 CONTD
Imported

BMW 5 Series
BMW 5 Series GT
BMW 6 Series
BMW 7 Series
BMW X3
BMW X5
BMW X6
BMW X6 M
BMW M3
BMW M5
BMW M6
BMW Z4
 Overview of AUDI
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.
Audi India uses koda Auto India Private
Limited manufacturing facilities in Aurangabad, to
assemble the Audi A4 and Audi A6 models locally.
Audi India currently has 13 dealerships in
10 states and 2 Union territories of India.
 4ps of AUDI
Price- 32 lacs onwards to 2 crores.
Place- showrooms in 12 cities around the
country in Delhi, gurgaon, pune, Chennai,
Ahmadabad, Chandigarh, Bangalore, Mumbai,
Calcutta and Kochi.
Promo- The Audi has been promoted using a
viral internet video release entitled "The Next Big
Thing". The campaign stars Justin Timberlake.
Audi also sponsors racing events, golf events, iifa
awards and movie sponsorship(Teen Patti).
 CONTD
Product- high end performance luxury cars.
Manufactured/Assembled Locally
Audi A4 (1.8, 2.0, 3.2 V6 petrol and 2.0 TDI and 3.0 TDI
diesel)
Audi A6 (2.8, 3.0 petrol and 2.7 and 3.0 TDI diesels)
Audi Q5 (2.0 petrol and 3.0 diesel)
Imported
Audi A8
Audi TT (3.2 FSI V6 only)
Audi R8
Audi Q7 (3.0 and 4.2 diesels)
 OVERVIEW OF MERCEDES INDIA
Daimler entered the Indian market and set up
Mercedes-Benz India Ltd in 1994.
After DaimlerChrysler sold off most of its equity
interests in Chrysler in 2007, it changed its name
to Daimler AG.
Mercedes-Benz India is a 100%-owned subsidiary
of Daimler AG. The company is based in Pune.
Mercedes has an investment of 700 million euros
in India.
 4ps of MERCEDES
Price- 28 lacs to 1 crore
Place- Mercedes-Benz India currently has 22
dealerships across 17 cities in 11 states and
2 Union Territories and Service Stations in 32
cites in 16 States and 2 Union Territories of India.
Promo- Mercedes has a tie up with Johnnie
Walker to promote the message of responsible
driving. Sponsorship of racing events, auto expo.
 CONTD
Product-
Manufactured/Assembled Locally
Mercedes-Benz C-Class (Sedan only)
Mercedes-Benz E-Class (Sedan, Coupe, and Cabrio)
Imported
Mercedes-Benz CL-Class
Mercedes-Benz CLS-Class
Mercedes-Benz GL-Class
Mercedes-Benz M-Class
Mercedes-Benz S-Class
Mercedes-Benz SL-Class
Mercedes-Benz SLK-Class
Mercedes-Benz SLS AMG
 SALES FIGURES
Mercedes-Benz India reported a nearly two-fold
jump in its monthly sales at 321 units in April,
2010.
The company had sold 178 units in the
corresponding month last year.
BMW India has sold a record 753 cars in October
2010. 'Last year they sold 4,721 cars, whereas
this year till October we have sold 3,500 cars. We
hope to take the margin between 5,000 to 6,000
cars by the end of this year.
 SALES FIGURES CONTD.
Audi India sold 1,658 vehicles in the year 2009
compared to 1,050 vehicles in 2008 and
registered an increase of 58% in sales growth
in 2009 as compared to 2008.
 Competitor analysis
The battle between the Germans is getting serious in India.
BMW caught Mercedes Benz napping and went past the three
pointed star last year.

However, with the launch of the new E-class, C-class Executive

and the supercar SLS AMG, Mercedes Benz has taken the lead
over BMW and Audi in the first seven months of 2010.

Mercedes sales jumped by a massive 79.31% while BMW and

Audi witnessed 35.35% and 56.5% respectively in the period
Jan-Jul 2010 compared to the same period last year.
Mercedes Benz shifted 2,921 units compared to 2,718 for
BMW and 1,535 for Audi so far in 2010.
 Customer Analysis
All three brands that is; BMW, Mercedes, and Audi
have a high level of awareness, both in
recognition and recall.
The image of BMW , Mercedes and Audi is
favorable, strong and relevant.
BMW ,Mercedes and Audi are mainly associated
with performance and style by existing customers
and status by potential customers.
 SEGMENTATION
The profile of all the buyers for these three
companies is the same. They all target upper
middle class and high class customers.
These companies have a big presence in the
major cities of India.
They are looking to enter tier 2 & 3 cities in
India. Like Jaipur, Pune, Coimbatore, Goa,
Ludhiana, Lucknow, Bhubaneswar.
 TARGETING
These companies target the luxury and
performance car segment in the auto sector.

Other players in this segment other than the

ones mentioned are Porsche, Bentley, Jaguar,
Land Rover etc.
 POSITIONING
All the cars produced by these companies
have all the features.
The additional features of the cars are-
- Bmw has idrive
- Audi has Quattro
- Mercedes cars come with a self breaking
system. Which helps reduce accidents.