Beruflich Dokumente
Kultur Dokumente
Presented by:
Anusha. K
Atanu Mondal
Kalpana. A
Satabdi Roy
Sucharita Kheto
Agenda
Know the Company:
• Profile
1 • History
• Market Analysis
• Advancement through technology
2 SWOT Analysis
Marketing Mix of Audi
1932 1971
Repositioned as Luxury
• Four Ring Emblem Vorsprung Durch Technik Premium Car
• Auto Union
Positioning
Sports Luxury
Advancement through technology
Quattro E-tron
Source: https://www.audi.co.uk/audi-innovation
SWOT Analysis
Place Promotion
• In Audi’s sales, almost 50% sales are from past 1500000 Audi
customers 1000000
Mercedes
BMW
CLV =
CLV calculation
Number of cars sold in 2017 – 1878100
Total profit – 4761 million EUR
Assumptions:
Average retention rate over the years ≈ 35%
Acquisition cost per customer = 1000 EUR
Discount rate = 10%
CLV calculation
Year 0 Year 1 Year 2 Year 3 Year 4 Year 5
No. of customers 1878100 1126860 788802 552161 441729 353383
• https://www.statista.com/statistics/275422/operational-results-for-the-car-manufactu
rer-audi/
• https://www.audi.co.uk/audi-innovation
• https://en.wikipedia.org/wiki/Audi
• http://socioline.ru/files/5/283/kotler_keller_-_marketing_management_14th_edition.p
df
• https://www.marketing91.com/swot-analysis-of-audi/
Thank you