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OBJECTIVE

To make everybody understand WHAT IS BREAKAWAY

BRAND

Positioning acts as a core factor in brands success.

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INTRODUCTION

Subsidiary brand of Volkswagen group

Symbol of four rings symbolizes mergers in 1932 withAudi ,D K W, Horch and Wanderer

Turnover of Audi Rs.179 billion

Models in India A4, A6, Q5, Q7, TT, R8,A8

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A BREAKWAY BRAND???

Someofthe keyfeaturesofAudi

Adaptive air suspension Advanced key

One touch memory

Audi voice control system

Solar sunroof Automatic boot lid.

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STRATEGIES FOR A BREAKAWAY BRAND

Innovation in every new launch

An Audi is assembled from 8,000 to 12,000 parts

Audi will be closely watching BMWs X1 price and positioning

strategy before launching the Q3 here.

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CHIEF behind it

Rupert Stadler chairman of Audi believes in 'Vorsprung

durch Technik' (advantage of technology)

Changed tagline "Truth in Engineering" (U.S)

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Brand Truth

The brand with the four rings clocks October 2009:116

units

Highest ever vehicle sales in October 2010: 357 units Audis record sale of 2,535 units (Jan Oct 2010)

Audis record sale of 1449 units in 2009

Growth of 75 percent

Audi aims to increase its market share by 5%

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WinningMind-set

They believe to give more than their customers want.

It showcases quality German engineering

tested by our engineers so, you dont need to

A video says everything about AUDI

http://www.youtube.com/watch?v=350tD8E7htM

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Innovation&Other categories

AUDI is a different category itself (class)

Audi has also confirmed that the A7 four-door coupe is on the

cards too and will hopefully be here by the first half of 2011.

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GREAT CAMPAIGNING

They have been into long associations with various

football clubs like :

Manchester United, FC Bayern Munich,Real Madrid CF,FC Barcelona, AC Milan and Ajax Amsterdam

They are making their presence felt at Social networking

sites.

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Brand building

Integration

Various Target Groups

Own a 24 hr channel in UK (diversification)

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RISKS

Lack of awareness in potential customers

High profile buyers fluctuations

Competitors BMW, Merc

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INVESTMENTS

On investment in near future, Tiers(MD AUDI INDIA) said a

part of the 300 million euros that the organisation planned to

invest in India has been invested rest will follow.

Plant in AURANGABAD has also recently been established

enhancing production capacity

.

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THANK YOU