Audi's Marketing Strategies in India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : MKTG307 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Shipping & Handling Charges extra


International Business/ Globalization
Case Length : 17 Pages
Period : 2004-2012
Pub Date : 2013
Teaching Note : Not available
Organization : Audi, Volkswagen
Industry : Automobile
Countries : Germany, India


The case discusses the marketing strategies adopted by Germany-based automobile manufacturer Audi in India. Audi entered India in 2004 by selling imported vehicles through three dealers. It established a subsidiary, Audi India, in 2007. The company maintained an aggressive stance and launched several vehicles at different price points. Audi was positioned as an aspirational brand for young entrepreneurs and executives and adopted innovative strategies to reach the segment. It also developed exclusive dealerships, which were used as touch points to interact with the customers.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Within five years, Audi surpassed Mercedes Benz, which had been present in the country for more than a decade, and positioned itself as second leading luxury brand in terms of sales. The case lists the strategies adopted by Audi on its journey to reach this position and also discusses the challenges it is likely to face from competitors. It also discusses how the changes in the macroeconomic environment could affect its fortunes.


The case will help the students:
Understand the issues and challenges faced by established companies in a new market.
Analyze the strategies that market leaders should follow to counter competition from new entrants into the market (expanding the total market, expanding market share, and defending market share).
Analyze the strategies that the market challengers should follow in attacking the market leaders.
Discuss and debate whether the strategies followed by Audi will help it overtake BMW.


  Page No.
Most Awarded Luxury Car in India 1
Background Note 3
Audi in India 4
The Vehicle Range 5
Positioning the Luxury Brand 7
The Car Showrooms 8
Reaching the Customer 9
The Results 11
Which Car will Win? 11
Exhibits 13


Audi, Volkswagen , Luxury Car Segment, Audi India, Pricing, Distribution, Aspirational brand, Premium dealership, Complete knocked down kits, Complete built-up units, Pre-owned cars, Audi Approved: plus, Audi Financial Services India

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