audi smart drive
TRANSCRIPT
Audi Smart Drive
The Marketing Plan : An Outline
Not sure whether you locked your car or
not ?
Want a pre cooled car when you drive ?
Wanna ensure your car is still parked and
not stolen ?
Contents
Executive Summary
Situation Analysis
Goal
Strategy
Tactics
Implementation
Summary
Executive Summary
Overview of Situation | Company’s Goal | Proposed Course of Action
Overview of Situation
Audi’s competitor BMW has an iDrive technology
BMW owners can control their car from their smart phones
Audi needs to develop a similar technology to continue to be a prominent luxury
automobile manufacturer
With latest technology Audi might be able to attract more customers from its competitors
Company’s Goal
Superior Financial Strength
Continuous Growth
Leaders in Innovation
Sustainability of products
Top Image Production and Customer Mix
Attractive Employer Worldwide
Proposed Course of Action
Develop
Technology to
control car
Develop App for
this technologyMake a Marketing
Plan
Launch the
Technology
Adding features
according to needs
of customers
Situation Analysis
Company Overview | Market Overview | Target Customers
Company Overview
German Luxury Care Manufacturer
One of the most successful car manufacturers in premium and supercar segment
Owner : Volkswagen Group
Subsidiaries : Ducati, Lamborghini
Product Line
Sedans : Ranging from USD 30,900 – USD 114,900
SUVs : Ranging from USD 37,900 – USD 54,800
Coupes : Ranging from USD 41,200 – USD 162,900
Convertibles : Ranging from USD 36,600 –USD 129,400
Market Overview
12.4 % decrease in sales from last year (Jun 15- Jun 16) in the luxury market segment
Major Competitors : BMW , Mercedes Benz
Audi Market Share : 1.2% of total automobile US market
BMW Market Share : 2.0% of total automobile US market
Mercedes Benz Market Share : 2.1% of total automobile US market
http://online.wsj.com/mdc/public/page/2_3022-autosales.html
http://www.goodcarbadcar.net/2016/01/usa-auto-sales-brand-results-december-2015-year-end.html
Target Customers
Customer Profile
Age : 25- 60
Gender : Both Male & Female
Income : USD 101,724 (Average)
Professional Drivers (Need Strict Performance)
Obnoxious Rich People
https://hedgescompany.com/blog/2012/10/3-things-you-didnt-know-about-audi-owners/
Goal
Goal
Satisfy consumer needs
Maintain Brand Value
Increase Brand Equity
Attract more customers
Associate Innovation with Brand Image
Strategy
Target Market | Value Proposition
Target Market (1/5)
Needs Fulfilled :
Car Control
Car Security
Target Customers : Audi Owners
App development would be outsourced to an IT firm to save time (recruitment of new
team )
This whole technology and app division would be handled by Director, Audi Drive Sense
Target Market (2/5)
Major Competitor : Viper Smart Start
Installs a machine in the car that enables the car
to be controlled through app
Not enough features yet
Audi’s customer brand loyal ; Audi’s personalized
app as Status Symbol will be preffered over Viper
Smart Start that can be integrated with normal
cars too
Target Market (3/5)
Major Competitor : My BMW Remote
Users can control car via Mobile app
Only limited to BMW cars ; No direct competition
Not enough features yet
Target Market (4/5)
Points of Parity Points of Difference
Car Temperature (Atmosphere Control) Car Theft Control
Car Lights / Horn Control Car Locate (anywhere in the world)
Car Lock / Unlock Control Engine Level and Tire Pressure Details
Car Locate (Limited to 500m radius) User presets (car environment and modes)
Target Market (5/5)
EconomicalWorld is growing
economically. Hence
economic conditions are
favourable
Political /RegulatoryNo rules/regulations for this
technology as such
TechnologicalDifficult to develop but
possible with help of experts
Socio- CulturalLuxury brands are
connected with status /
image in society so
conditions are suitable
Value Proposition – Customer Value
Customers can
Create presets which changes the mood, lighting & atmosphere (temperature) of the car
Locate their car remotely from anywhere in the world
Control’s car entry exit (remote lock system), lights and horn to find their car in crowded or
dark places
Lock car, stop engine & connect to nearest police station in case of theft
Check engine oil levels, tire pressure levels , pollution check and schedule car service
Value Proposition – Company Value
Audi ‘s Brand Equity will increase
People will see Audi as a more Innovative Car
With growing technology company needs to go hand in hand with the latest & best
features
Revenue will increase as the technology would be added to existing cars
Tactics
Product & Services | Brand | Price | Incentives | Communication & Distribution
Product & Services
Features of the product are as follows :
Free Features Premium Features (Through Subscription)
Car Lock /Unlock Control Car Locate ( Anywhere in the world )
Car Engine and Tire Pressure Details Car Atmosphere (Temperature) Control
Car Locate ( Radius of 500 m) Car Theft Control ( Immediately stops cars engine , locks car and
sends a signal to nearest police station for help ) on just one touch
Car Lights Flash / Horn Control User Presets (Sets mood, lightning, music, temperature, mode
(economy/performance/normal), steering adjustment, seat height
adjustment, mirrors adjustment according to user )
Brand
Name : Audi Drive Sense
Logo : Same as Audi’s official logo
Symbol : Same as Audi’s official Logo
Slogan : “ You dream it, we make it “
Price
Premium Subscription would be free for an year on car purchase
After an year the rates for subscription are as follows :
Period Price
1 Month USD 9.99
3 Months USD 26.99
6 months USD 49.99
1 year (12 months) USD 94.99
Existing customers can add this technology to their car for USD 10,000 but won’t get an
year’s subscription free
Incentives
Customers can save money by purchasing premium subscription for a larger period
Period (Months) Price Offered Price @ USD
9.99 P.M.
Discount Percentage
Discount
Effective Price
P.M.
1 USD 9.99 USD 9.99 - - USD 9.99
3 USD 26.99 USD 29.97 USD 2.98 11.04% USD 9.00
6 USD 49.99 USD 59.94 USD 9.95 19.90% USD 8.33
12 USD 94.99 USD 119.88 USD 24.89 26.20% USD 7.92
Communication & Distribution
On a purchase of any Audi Car, The person can add his/her car in the app through his
Audi Account which will be made by the company
The company will keep adding the cars to the account in case a person has to link
multiple cars from his account
A car can only be linked to a single account (for safety purpose)
Existing Audi customers would also get an opportunity to upgrade to this technology by
visiting any Authorized Audi service station
Implementation
Infrastructure | The Flow | Timeline
Infrastructure
Director
(Audi Drive Sense)
Head
App Division
Head
Technology
Responsible for Development of App and
updating as per needs of the customer
Both Heads will Have Managers and Executives under them
as per their requirement
Responsible for programming the chip in
the new and existing Audi Cars
The Flow (New Cars)
Software Center
(Develops App and
updates required )
On Purchase of Car,
Dealer contacts
software center to link
account to car
The owner uses the
app and contacts
software center for
any help
The Flow (Existing Cars)
Software Center
(Develops App and
updates required )
Existing Audi owner
gets an option to get
this technology added
to his car for a price of
USD 10,000
The owner uses the
app and contacts
software center for
any help
Timeline
Modifications have to be made in the car’s programming chip
A new App has to be developed from scratch for both Android and iOS platforms
This new feature can be unleashed in the Next Global Auto Expo on 20th ,21st and 22nd
June 2017 in Germany
The technical team would require 6 months for development and 3-4 months for testing
Task Date (Tentative)
Modification in Car’s Programming
and Development of App
31-Dec-16
Testing Starts 01-Jan-17
Testing Ends 01-May-17
App Launch in Global Auto Expo 20-Jun-17
Summary
Executive Summary
Situation Analysis
Goal
Strategy
Tactics
Implementation
Disclaimer :
Created by Anish Lamba during
an Internship under Professor
Sameer Mathur (IIM-L) Thank you !