bmw vs mercedes vs audi

18
BMW vs. MERCEDES vs. AUDI BY – HENRY, UJJAL, MANIK, DISHANT, NAVEEN & SACHIN

Upload: naveen-sharma

Post on 18-Apr-2015

375 views

Category:

Documents


8 download

TRANSCRIPT

Page 1: Bmw vs Mercedes vs Audi

BMW vs. MERCEDES vs. AUDI

BY – HENRY, UJJAL, MANIK, DISHANT, NAVEEN & SACHIN

Page 2: Bmw vs Mercedes vs Audi

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.

Page 3: Bmw vs Mercedes vs Audi

•Price – Value added pricing, pricing out of some people’s 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.

4ps of BMW

Page 4: Bmw vs Mercedes vs Audi

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

•Assembled/Manufactured LocallyBMW 3 Series BMW 5 Series BMW X1

Page 5: Bmw vs Mercedes vs Audi

CONTD• Imported

BMW 5 SeriesBMW 5 Series GTBMW 6 Series BMW 7 Series BMW X3 BMW X5 BMW X6 BMW X6 MBMW M3 BMW M5 BMW M6 BMW Z4

Page 6: Bmw vs Mercedes vs Audi

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 Škoda 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.

Page 7: Bmw vs Mercedes vs Audi

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).

Page 8: Bmw vs Mercedes vs Audi

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)

Page 9: Bmw vs Mercedes vs Audi

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.

Page 10: Bmw vs Mercedes vs Audi

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.

Page 11: Bmw vs Mercedes vs Audi

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

Page 12: Bmw vs Mercedes vs Audi

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.

Page 13: Bmw vs Mercedes vs Audi

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.

Page 14: Bmw vs Mercedes vs Audi

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.

Page 15: Bmw vs Mercedes vs Audi

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.

Page 16: Bmw vs Mercedes vs Audi

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.

Page 17: Bmw vs Mercedes vs Audi

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.

Page 18: Bmw vs Mercedes vs Audi

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.