Audi Marketing Mix Analysis

Audi Marketing Mix Analysis The Audi history begins with a man called August Horch, and in 1899, he established the Company HORCH CO. He invented his first car in 1901. But in 1909 Mr. Horch leaves his company and founded another company called Audi. â€Å"Audi † is the Latin translation for â€Å"Horch† and he took that name. In 1910, the brand â€Å"AUDI Automobilwerke GmbH† was registered. In 1931, the AUTO UNION was founded some members were DKW, HORCH, WANDERER and AUDI. Moreover, the new companies insignia to show the union of the four companies was the now familiar 4 rings, that what still used by Audi today. After the 2nd world war, there were again many cars produced, the most important for them were the DKW Munga, a four-wheel jeep with 3-cylinder 2-stroke engine. Invented in 1956 for the German military, there have produced 250 cars for testing purposes. And these cars made a trip around the world and drove more than 240 000 km also without major problems. This was the beginning of the later concept called Quattro and it had nearly 57 000 Mungaswere built until 1968. In the following years, they have many different engine- and car types were invented and produced in large amounts. There also improving, rallying and testing the first real ur-quattro with the new coupe body was build in 1980. And the power has been raised to 200hp in the testing time, and most of the other car producer did with a 2.2l engine. Audi, the core brand that the Audi has been focusing by the Audi Group in adopting its Strategy 2020 on the challenges of the future. The mission ‘We delight customers worldwide’ was explored in greater depth during 2011 where the strategy took on firmer contours. Heightened environmental awareness, growing uncertainty about the future availability of fossil fuels and increasing urbanization are the results of giving more weight to new issues that have emerged. The Mission of this company is â€Å"We delight customers worldwide†. The Audi brand’s products are famous of the brand values sportiness, modernism and sophistication. The brand with the four rings aims to suggest customer delight in many other ways and thus can lead to building technologically advanced vehicles. The mission statement which is â€Å"We delight customers worldwide† plays a main role on the path to becoming the leading first-class brand. The Audi brand has well-defined its understanding of customer delight in greater detail in the following four areas of action. That are â€Å"We define innovation†, â€Å"We create experiences† , â€Å"We live responsibility† and â€Å"We shape Audi†. In this company there have three objectives. First is to create impact and drive awareness of Audi Q5 launch. Second is demonstrating Audi’s core value proposition of â€Å"Progressive Performance†. And then last is communicate Audi’s prestige offering. Those three objectives is what Audi company execution in this few years. On the other hand, in this few year the Audi Company’s target market are predominantly males between 40-50 years old, married with a household income between $137K – $265K. And women who are a key influencer in the purchase process of the Q5.