presentation - positioning

7/30/2019 Presentation - Positioning

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Presently 1% of the Passenger Car market

Estimated to grow at CAGR of 25% for thenext eight years

Present annual unit sales of 23,000 will grow

to 1,50,000 by 2020


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Market Share


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Most promoted by the

company in recent times

Recently launched andaggressively marketed


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Progress through Technology

Legend meets Luxury

Intended Target Segment Affluent individuals, mostly

men

Urban and educated

Both executives andentrepreneurs

Affinity for an internationalbrand

Young Buyers who love todrive


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Premium car in thecompact executive sedanproviding elegant styling &

luxury

A car which continuouslyprogresses by usinginnovative technology andemphasises endurance

Emphasis is also on not speed


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Brand value being fromthe Volkswagen-Audigroup

Latest TDI technology inthe car

Endurance

Easy finance


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Comparison with Le Mans andoffering the same technology

Reference to Legend and luxury

Reference to Le Mans signifiesEndurance

Easy Finance and specialfinance section called AudiFinance - says no hidden

costs


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Does not establish thestarting price of the car

No technical details

Focus is only on its ownsuperior technology and

style

Keeps the ad clean andsimple - no clutter


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Surpassed sales of BMW inSep and Oct 12

Rural customers buying thecar for its luxury and Brand

value

Increasing their Dealernetwork to 25 by end 2012


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Sheer Driving Pleasure Ultimate Temptation

Affluent individuals, mostlymen Urban and educated Both executives and

entrepreneurs

Affinity for an internationalbrand

Young Buyers who love todrive


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Luxury sedan withcomfortable pleasurabledrive

Large cabin space

Speed

Diesel engine

For the fuel efficiencyconscious


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Focus is on the Brand andmakes the product thehero

Ultimate car in design,technology and drivingdynamics.

Fuel Efficient

Affordable


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'Superior by Evolution' explains theattitude of the brand, that it iscontinuously evolving to be the bestand is future-ready.

Uses play of words -3 replacing e inultimate to give prominence to the 3-series

Stresses on the Diesel variant with din the model number and mentioningthe fuel efficiency at 18.88 km/l

Focus is on it being a city car

Advertisement states all the high endfeatures of luxury cars whilehighlighting the starting price of Rs29.55 lakhs


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Competition is from Audiand Mercedes sedans

Focus on Car being a BMW Diesel Car Available for a much lower

price as compared to othersedans

Aimed at increasing sales for2012 to retain the No 1position in the luxury carsegment


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Launched in end Jul 12 withbookings of 500+

Sales data for Oct 12 notreleased by BMW butconfident that they will

retain No 1 position

Increasing dealerships to40 in 25 cities by end 2012


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Expand to Tier 3 cities

Number of Buyers from Rural Gujarat and Punjab

Adv campaign to target these buyers

Attacking Adv campaigns to wean away existing

luxury car customers

Expand to Tier 3 cities

More prominence to Logo in adv as customersbuy it more for Brand value

Continue with Diesel and Fuel Efficiency asdirect rivals not in this space


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BMW has changed Market dynamics by offeringsuper luxury cars with low entry level thresholdwhich is not matched by Audi or Mercedes

BMW has also launched the BMW X1 at 23 lakhs

again no competition in that price range

Audi is responding by launching one new modelevery year Q3 in 2012

Part of larger group and hence intends loweringcosts by manufacturing Audis at VolkswagenChennai plant


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presentation - positioning

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