CARS

Priyank Vedant - 46
Tarun Vanjani - 47
Viral Jain - 33
Bharat Choudhary 24
Rohan Mudras - 10
Keshav Agarwal - 11

History
History
In 1769 the first steam-powered automobile
capable of human transportation was built by
Nicolas Joseph Cugnot.
In 1864 Siegfried Marcus built the first gasoline
powered combustion engine.
In 1886, Karl Benz developed a petrol- or gasolinepowered automobile. This is also considered to be
the first "production" vehicle as Benz made several
other identical copies.
In 1902, Henry Ford produced the Ford Model T
which is generally regarded as the first affordable
automobile, the car that opened travel to the
common middle-class

Ford Model T

Introducti
on

The Indian auto industry is one of the largest in

the world with an annual production of 23.37
million vehicles in FY 2014-15.
The industry accounts for 7.1 per cent of the
country's Gross Domestic Product (GDP)
As of FY 2014-15, around 31 per cent of small
cars sold globally are manufactured in India.
India is also a prominent auto exporter and has
strong export growth expectations for the near
future.
Total 25 companies manufacture cars in India.
Price Starting from 1.99lacs to 38Cr

Bavarian Motor Works

(BMW)

Founded in 1916
Slogan: Sheer Driving Pleasure
Indian Market entry in 2006
Product Portfolio
Sedan: BMW 1 Series, BMW 3 Series, BMW 5
Series, BMW 7 Series
SUV: BMW X1, BMW X3, BMW X5
Small premium car: Countryman, MINI Hatch,
Convertible
3rd largest selling luxury car brand in India

JAGUAR
Founded as Swallow Side in 1922
Slogan: Born to perform
Acquired by TATA Motors in 2008
Indian Market entry in 2009
Jaguar Range in India
Sedan: Jaguar XE, Jaguar XF, Jaguar XJ
SUV: Jaguar F Pace

AUDI

Founded in the year 1910

Slogan: Progress through engineering
Entered Indian Market in 2007
2nd Largest selling luxury car brand in India
Manufacturing Facilities
Manufactured &
assembled entirely
locally

Imported &
available as
CBU(completely
build unit)

Audi A3

Audi S4

Audi A4

Audi S5

Audi A6

Audi A8

Audi Q3

Audi A7

Audi Q5

Audi TT

MERCEDES

Founded in the year 1883

Slogan:
Entered Indian Markets in 1994
No.1 Selling Luxury car brand in India
Manufacturing facilities
Merc Benz research development India
Sales and service network

Product
Audi
Was leader for past 4
years
A series
Q series
R Series
TT series
Truth ofengineering

Mercedes-Benzs
Leading Brand in India.
Having presence in Indian
market for 50 years
A Class
B Class
C Class
E Class
S Class
Cars in Class-C are
assembled in India

Price
Audi
Average price
Audi A4 38.63L
Audi A3 22.95L
Audi A3 Cabriolet.
48.44L
Audi Q5 49.76L
Audi TT 64.87L
Audi S5 Sportback.
67.83L

Mercedes-Benzs
more expensive
Class-A 25.45Lc to
28.45
Class-B 29.45Lc to
28.45Lc
Class-C 38.25Lc to
43.25Lc
Class-E 47.75Lc
to1.3Cr
Class-S 1.1Cr to
8.9Cr

Place
Audi
40 dealership in
11 States
Highest in
Maharashtra
Followed by Delhi

Mercedes-Benzs
83 Dealership in 19
States
Highest in
Maharashtra
followed by Gujarat
Widest luxury car
network

Promotion
Audi
Audi promote their
cars in films
advertising in
mens magazines
promoting cars in
racing
Print media

Mercedes-Benzs
Print media
Online Promotion
Television
promotion
promoting cars in
racing

STP- Audi & Mercedes

Market Segmentation:
Sedans SUVs Hatchbacks

4 bases:
Geographic Segmentation:
European vs American
Rural vs Urban

Demographic Segmentation
Age
Gender
Income

Psychographical Segmentation
Status

Behavioural Segmentation:
Quality
Power

STP-Audi & Mercedes

Targeting
Niche Marketing
Focus on Built Quality
Service Satisfaction
Country and driving purposes
Postioning

Competitors
Product Differentiation &USP

Brand Positioning
Positioning Strategy
Premium Pricing
Higher Cost of Materials
Safety

Product Line Pricing

Price Adaptation
Discounts
Finance Options

PEST Analysis
Political Factor
Increase in Taxation
Uplift of Diesel ban in Delhi
High Import Duties
Economic Factor
Inflation
Fluctuating Crude Prices

PEST Analysis
Social Factor
Consumer Behavior
Targets niche audience
Technological Factor
Concept of Airbag
Smart app in the car

Why Mercedes ?

Best Products Portfolio

Strong dealership network
Pioneer in technology
Best customer satisfaction
Old is Gold