NATIONAL INSTITUTE OF FASHION TECHNOLOGY

BHUBANESWAR
BACHELORS OF FASHION TECHNOLOGY
5TH SEMESTER
CONSUMER BEHAVIOUR

COMPARISON OF MARKETING MIX AND STP OF

AUDI AND BMW

SUBMITTED BY:
RISHI KUMAR PARIA
(BFT/18/1109)
 INTRODUCTION
Audi and BMW are two companies with very rich automotive history and project a very
upmarket brand position. Both of them have their roots in Germany, but have expanded
across the globe in the last century. They both thrive for progressive premium mobility. Audi
believes in ‘Vorsprung durch Technik’ which means being ahead through technology
whereas BMW strives for ‘Sheer Driving Pleasure’.
Here we will compare these brand images by comparing the marketing mix and the STP of
both the companies.
 SEGMENTATION

Demographic Segmentation
parameter Audi BMW
Age 25- 45 30-50
Gender Male and female Male and female
Marital status Single, married, divorced, Single, married, divorced,
living together, widowed living together, widowed
Income High earners High earners
occupation Corporate employees, Corporate employees,
artists, celebrities & artists, celebrities &
entrepreneurs, entrepreneurs professionals
professionals and white and white collars
collars

Geographic segmentation

Audi BMW

Density of the area Targeting the urban semi Targeting the urban semi
urban population urban population

City size major metropolitan and major metropolitan and

small cities small cities
Climate All weather All weather

Region They have their presence The main market for them
across many countries but is also the US and the UK
their main markets are the having more emphasis on
UK, the US and China , the UK market, also
with countries like India expanding their reach in
are growing markets for China and India.
them
 Psychographic segmentation

Audi BMW

Lifestyle Aspirer, economic Sophisticated,

minded, status seeker economic minded and
and outdoor status seeker
enthusiasts

Social class High buying power High buying power

TARGETING
 TARGET
Audi
Their main target are the
young professionals with the
millennial in their main
focus
These are the customers who
have started earning more
than the other counterparts
and want quality value for
money product with which
they can make statement
and which is not too hard on
the pocket.
POSTIONING
BMW
Their main target are the
middle aged people with
enough maturity and
sophistication
These customers are a bit
more established in their
carriers and have higher
financial stability than the
rest of their counterparts
and want a reliable,
relatively easy to maintain,
no nonsense luxury car.
 POSITIONIG
Audi BMW
Audi positions itself as an BMW positions itself as a
aspiration brand producing brand with utilitarian brand
cars with hi-tech image producing cars with
technologies sheer driving pleasure.
It does by having promotion BMW in their marketing
campaigns targeting campaigns promote the
children. Who will create an driving dynamics of their
aspiration for the brand and cars and the all the driving
become their future aids and mechanisms used
consumer. and the solid build quality of
the cars.

MARKETING MIX
 MARKETING MIX
Audi BMW
PRODUCT It has a wide variety of They also have a wide variety
cars ranging from sedans of cars of different ranges.
to SUVs Their hatchback lineup is
Their A series consists of called the 1 series and the
sedans and hatchbacks out sedan lines consist of 2,3 5
of which A1 and A3 are and 7 series out of which 2
their entry level models series is the entry level and 7
and A6 and A8 are their series id their flagship sedan
Flagship cars Their SUV lineup is called
Their Q series consists of the X series which consists of
all the SUVs Audi makes. X1, X3, X4, X5, X6 and X7
Q2 and Q3 are the entry out of which the X1 is the
level models Q8 is their entry level SUV and the X7 is
flagship SUV at the the flagship model.
moment. Their sport line is called the
Their sports car lineup is M line, where Audi has a
called Audi Sport which sport line for all the cars here
consists of all types of cars. also they do the same
Theirs flagship is a renamed as the
dedicated sports car called M2,M3,M4,M5,XM6,XM4
the R8, but they also and so on.
modify their regular cars
with powerful engines and
sporty exteriors and
interiors and give them the
RS badge and renaming
the as RS3, RS6, RSQ3,
RSQ8 and so on.

MARKETING MIX
 Audi
PRICE The Audi range starts
from 29 lakhs with the A3
in india and goes up to 3
crores with the R8.
Generally Audi cars are 1
to 2 lakh cheaper than the
BMW counterparts in the
lower segment of the
premium market.
The service cost of all the
Audi Cars are generally
high ranging from 50k and
60k and sometimes can
even cross the 100k marks
in case of any damages or
replacements
MARKETING MIX
BMW
The BMW range starts from
41 lakh in india from the 3
series and tops out at 2.5
crore for the M760Li.
The BMW range starts Quite
higher than the Audi Range
In India and the most
expensive car in the lineup is
a luxury sedan instead of the
sport car that Audi has.
Also BMW has advantage in
terms Of low Maintenance
Cost as compared to
similarly priced Audi cars.
The service cost ranges from
20k to 40k, but the cost of
parts here also can be very
expensive.
 Audi BMW
PLACE Audi has multiple BMW has its own
showrooms and service Manufacturing Plant In
centers across the country. Chennai Established in 2007.
Audi does manufacturing BMW has 24 showrooms
in India through Skoda across the country with their
Auto India Private Limited 37 service centers across all
in Aurangabad. major cities and important
Audi has 14 showrooms towns
and 44 service centers
across all the major cities
in 11 states of India.
Both of them have a very posh infrastructure for the showroom and are
generally located in the posh areas of the cities, with a highly trained
educated and well mannered staff for customer satisfaction. In case of
no metropolitan cities both have their showrooms and service centers
far away from the main cities as they might have recently expanded
into that area.

MARKETING MIX
 Audi BMW
PROMOTIO In the promotion In the promotion campaigns
N department the Audi has an it targets the enthusiasts who
edge over BMW. love to drive their cars
enthusiastically for the M
Audi organizes track days
segment of cars It has.
for all the enthusiastic
drivers to try their hands on For the luxury sedans also it
their sports cars. focuses its campaigning on
the performance of the
vehicle.
Audi targets various people
The main focus of BMW is to
in their campaigns from
promote the sheer driving
families to bachelors and
pleasure and performance all
from toddlers to old aged.
its cars provide from
Audi sets itself as an
aspirational brand through hatchbacks to the luxury
limousine sedans.
these promotional
campaigns only. BMW tries to take a place in
the Audiences mind through
all the races and records
Also the promotion of all withholds. They always flaunt
the technology used in the their performance
cars is also done by Audi. achievements to impress the
For eg, they promote their consumers. Audi Is Trying to
Quattro all wheel drive do the same in the recent
system as very important Times.
safety and performance
feature in their cars. Also
they promote their virtual
cockpit and MMI systems
as very futuristic aspects of
the cars
Also their collaboration
with many of the fictional
superhero characters like
iron man has also helped in
setting the brand as an
aspirational brand in the
minds of many.