1. By, Group - 8
Soumithri J A
Pavan S
Praveed S
Mishal Nazir
Sanjay B
Syed Mohammed
Syed Shamweel

2. AUDI
 Headquarters :- Germany
 Production :- Ingolstadt & Neckarsulm.
 Assembly In India :- Aurangabad.
 Dealer In Bangalore :- Only 1.
 Products :- A4, A6, Q5, Q7, TT, Q7, A7, A8, R8.

3. Major Competitors

4. Bangalore Population- 95,84,676
Territory Population
East 21,77,813
West 17,00,254
North 24,76,249
South 32,31,424
Particular Market
share
In
Quantity
BMW 40% 2000
AUDI 35% 1700
BENZ 20% 1000
OTHERS 5% 250

5. Audi
Audi
BMW
MB
Others
Company Total
Amount
(2012)
Total
Cars
(2012)
Average
sales per
month
(2012)
AUDI 285 Cr 710 59 cars
BMW 292 Cr 725 61 cars
BENZ 205 Cr 505 43 cars
OTHERS 60 Cr 12 1-2 cars
TOTAL 850 Cr 1937 161 cars
Money spent on Luxury Cars in Bangalore P.A

6. 3600
5700
9003
6246
6996
9375
4800
5500
7138
0
2000
4000
6000
8000
10000
2010 2011 2012
Audi BMW Mercedes Benz
Year Audi BMW Benz AUDI
Growth
in sales
(%)
BMW
Growth
in sales
(%)
Benz
Growth
in sales
(%)
Market
share
of
AUDI
(%)
Market
share
of
BMW
(%)
Market
share
of Benz
(%)
2010 3600 6246 4800 81.12 72.58 79.21 30 40 30
2011 5700 6996 5500 83.51 50.03 27.68 25 45 30
2012 9003 9375 7138 63 0.04 -3.9 36 33 -21

7. Sales
North
South
East
West
162
Cars
195
Cars
123
Cars
230
Cars
Sales of Audi in Bangalore in 2012
Territory No. of cars sold Total Amount
North 195 78 crores
South 230 92 crores
East 123 50 crores
West 162 65 crores
Total 710 285 crores

8.  The Car Parts are first manufactured in Germany.
 Then they are shipped to India as parts, and reach Aurangabad
where they are assembled.
 Then the cars are transported through trucks to the Dealer in
Bangalore, a maximum of 4 Audi cars will be sent in 1 truck at
once.

9. Channel Of Distribution of Audi
Customer
Dealer
Assembly
Manufacturer

10. SALES
MANAGER
SALES
EXECUTIVES
(3)
SALES PEOPLE
(12)
RETAIL
(4)
CORPORATE
(4)
BESPOKE
(4)
Organization Structure AUDI,BMW&BENZ
ASSISTANT SALES
MANAGER
AUDI BMW
UPCOUNTRY
(8)
SHOWROOM
(4)
Corporate
(2)
Marketing
(4)
Retail
(2)
Front line
(9)
ASSISTANT SALES
MANAGER
ASSISTANT SALES
MANAGER
SALES
MANAGER
SALES
EXECUTIVES
(3)
SALES PEOPLE
(12)
SALES
MANAGER
SALES PEOPLE
(17)
BENZ

11. Capabilities AUDI BMW BENZ
Competitive stance Low product mix,
improved after
adding luxury SUV
Range of product
mix, Broad
differentiation, Rear
engine design
Differentiation
premium price.
Technology Diesel engine
technology
Rear engine
technology
Blutec advance off
road technology
Manufacturing skills CKD in India Assembly plant Efficient , integrity
Brand recognition Cool, nice, classy,
individuals models
are top of the list of
brands
Brand positioning as
elegance, rich and
dynamic
Strong brand value,
move towards high
end luxury
segments, heritage

12. • Dealer Employees 15 Salesman
• Role :- Giving Demo, Convince, Achieve the sales target, After
Sales Service.
• Challenges Faced :- If the Salesman has not met the target they
are asked to leave.

13.  Sales quota- 650 cars per yr , 60 cars per month
 12-16 walk in’s in a day
 10 – 15 orders per week (avg)
 Enquiry -15 per day

14. Audi BMW MB
14
14.5
15
15.5
16
16.5
17
Series 1
Series 1
P
E
R
S
O
N
S

15. Performance
BMW 3-Series 320d
Highline Sedan
Audi A4 1.8 TFSI
Mercedes-Benz C-Class
2012 C 250 CDI
Maximum Speed (kmph) 216 212 214
0-100kmph (seconds) 8.3 8 8.2
Engine
BMW 3-Series 320d
Highline Sedan
Audi A4 1.8 TFSI
Mercedes-Benz C-Class
2011 C 250 CDI
Wheel Type light-alloy Alloy Alloy Wheels
Transmission Type Automatic Automatic Automatic
Weight (kg) 1445 1450 1655
Mileage Overall (km/liter) 9.7 8.96 8.5
Ex-Showroom Price Rs. 32,45,908 Rs. 28,92,477 Rs. 34,32,325
Comparison between
Audi A4 ,
BMW 3-series and
Benz C- Class

16. Performance BMW X6 M
Price= 1,30,00,000
AUDI Q7
Price=Rs.1,25,00,000
Benz G Class
price=Rs 1,34,67,200
Displacement 4395 cc 4134cc 5439cc
Cylinders V8 V8 V8
Power 555 PS at 6000 rpm 200PS at 4000 rpm 507PS at 6100rpm
Torque 680 N·m (500 lb·ft) at
1500-5650 rpm
760Nm at 1750
-3000 rpm
700Nm@2750rpm
Max. Speed in
km/h
250 240 210
0–100 km/h in
sec
4.7 3.6 5.5
Mileage Overall
(km/liter)
7.2 8.5 9.5
Comparison
between Audi Q7,
BMW X6 and
Benz G Class

17. Audi BMW Mercedes Benz
After Sales Free Service 2 - -
Customization Upon
Request
Yes Yes Yes
Pick Up And Drop Available Available Available
Tow Service By The
Company   

18.  Summary :- Consists of advertising by Audi, to let potential buyers know that
Audi is available in Bangalore.
 Make Customers Come To The Showroom :- The dealer will then have
commercials on television, magazines papers to let people know that they can get
the Audi car in Hosur Road.
 Demonstration :- The salesperson will find a car of interest of the buyer and
give a demonstration of its features and benefits to the buyer. This often involves
a test ride in the car.
 Negotiation :-The salesperson will go through a process of convincing the
buyer to make a decision and buy the car right now.

19. • Pull Strategy :-
 Advertisements in Paper, Tv, Business Magazines
 Car’s will be displayed in AUTOEXPO before they are launched into the market
 Audi will conduct OFF ROAD Rally's in Karnataka to display the cars Extreme off
road features.
. Push Strategy :-
 Customers are given special Audi Merchandises like Watches, Key chains,
Calendars and other Exclusive Items.
 The salesman are given 1% incentives if they are able to sell above their targets.

20.  Audi :- A4, A6, Q5, Q7
 BMW :- 3 Series, 5 Series, 7 series
 Mercedes Benz :- C class, E class and S class

21.  India is the fastest growing luxury car market for Audi.
 segment leader in the luxury SUV segment with the Q7 and
Q5.
 2nd position in the luxury SEDAN segment with A4 and A6.
 Overall 2nd position in the luxury car segment.
 The per capita income at current prices during 2011-12 is
estimated to be Rs 60,972

22.  Audi
Arun
Hosur Main Road,
Electronic City
Bengaluru - 560100.