Marketing Plan for Automotive

Introduction

Product development denotes a series of detailed steps which are involved from the time an idea is conceptualized, a design is made, the product is developed, and the extensive marketing carried out in a bid to introduce the product into the market. It involves transforming an opportunity that exists in the market into a sellable product. The introduction and subsequent development process form part of the cornerstones in bringing the competitive advantage to the players in the marketplace. Introduction of the new automotive comes handy with the agile and lean techniques of manufacturing and the systems which save on cost. This research aims at looking in details the marketing mix for the new Audi automotive and the plan to execute the marketing objectives.

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Marketing Mix

Marketing mix entails the tools that are within the control of the firm which it manipulates to drive the automotive sales. They are also called the 4 P's which are the place, price, promotion, and the product. Through the mix, the various companies can satisfy consumer needs and at the same time meet the objectives of the company which is to reach the consumer and increase the sales.

Price and Product

These are the bedrocks for the four Ps. The consumer will look at the product; in this case, the automotive examine its quality and similar pricing before making any decision to make a purchase depending on what the consumer can afford, and the budget tries to strike a balance between the price and getting quality products which they desire. Product quality and pricing goes hand in hand and this to a more considerable extent dictates the marketing strategy to be deployed by the firm. For instance, in the picture below, the price and quality of the Mercedes Benz increase proportionately. Sellers should, therefore, ensure that they meet the quality desired at a considerable price that justifies the value. Toyota, on the other hand, sells automotive at a lower price yet of high quality. It focuses on the pull strategy in which it comes up with cars needed by many at lower prices, and the increased demand for its products aids this.

Place and Promotion

Various sellers of automotive in the world consider and value the promotion element as it increases awareness of their new products and innovations made. After the idea has been conceived, research is done and the product manufactured or idea actualized, great promotion is done. The place where the automotive is made available to the customer is also key to its market acceptance. The various sellers should, therefore, partners with dealers who are closer to the customers to ensure the lead time is enough, and the consumer is provided with adequate data regarding the automotive.

Marketing Plan

A marketing plan outlines the strategies that are applied by various automotive dealers in the four quadrants which entails looking at the prices and the quality offered. In coming up with a good marketing plan, the sellers need to look at the strength of the product and conduct a SWOT analysis before the product is introduced in the market. High product differentiation in the auto industry makes some products to stand out and ensure the product growth.

Marketing plan involves reviewing the competitors that exist in the market in terms of the prices they charge, their marketing strategies and their geographical coverage. For instance, the introduction of a new model of Audi into the market says Europe call for close examination of the Mercedes Benz and the BMW performance in the same region. To counter the growing influence, Audi needs to come up with a high-quality product which portrays advanced features and superior to those of the competitors at a slightly lower price. Customer oriented strategies will also aid in the introduction, and this involves offering servicing and maintenance centers in collaboration with the dealers and installing spare parts within the shortest time compared to the rest. Also, Audi has strong distribution channels which exist in bigger cities all over the world. This makes the product to be easily accessible upon demand(Zhou, Li, & Feng, 2018).

The typical marketing strategy is positioning in which automotive differentiate their products in the market. Audi, for instance, positions itself as an automotive manufacturer in which it communicates in detail to the customers the safety within the vehicles and the environment in which it operates in. Another essential element is the product strategy in which Audi updates comes up with advanced features that enhance its design and performance compared to Volkswagen. Audi's pricing strategy for new automotive is key for penetrating the market. Audi A6, for instance, is introduced using market penetrating strategy making it the sportiest, excellent performance and the most affordable in the Bosnian community. On the other hand, Audi Q3 is introduced using a higher price to reflect the luxury that comes with it (Wong, Turner, and Stoneman, 1996).

In addition, a higher notch distribution strategy enables the customers to get the product quickly as this is done through various dealers and subsidies. Various demonstrations can also be made to create awareness of the new product in the market. Also, the new Audi can be introduced through an effective strategy of marketing communication in which social media such as Facebook, the company's website, TV, Billboard among others are well leveraged.

Audi applies the use of surveys and questionnaires in getting insight into the various customer perceptions regarding its new products and the company in general. This aids in knowing the areas to improve on, the customer's expectation and their attitudes. To enhance the Penetration, Audi has marketing staff which one has a responsibility to play in helping create awareness for the new products in the market.

References

Wong, V., Turner, W. and Stoneman, P., 1996. Marketing Strategies and Market Prospects for EnvironmentallyFriendly Consumer Products 1. British Journal of Management, 7(3), pp.263-281. https://onlinelibrary.wiley.com/doi/abs/10.1111/j.1467-8551.1996.tb00119.x [Accessed 20th March 2019].

Zhou, W., Li, S. and Feng, Z., 2018, March. Discussion on Training of Automobile Marketing and Service Professionals. In 2nd International Conference on Culture, Education and Economic Development of Modern Society (ICCESE 2018). Atlantis Press. https://www.atlantis-press.com/proceedings/iccese-18/25894095[Accessed 20th March 2019].