Citing from your own practical experience, which are the factors, which are important in the retail scenario for a product in a supermarket to sell?

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Marketing Management

Q1. Citing from your own practical experience, which are the factors, which are important in the retail scenario for a product in a supermarket to sell?

Q2. How would you go about starting your own business, which would be an exclusive cake, cookies and biscuits store and ensure its success?

Q3. Case Study

Audi's marketing synchromesh

The luxury carmaker is focusing on technology, digital platforms and below-the-line activities to drive sales.

Every carmaker has marketing principles and brand attributes that they leverage to get better connected with their customers. Think reliability and engineering for Honda, low cost of ownership and maintenance for Maruti Suzuki and sporty driving for BMW.

For Audi India, its Strategy 2025 black book includes the following: Customer-centricity, network, product, and digitalization. These operating principles started some six years ago, and could be said to largely apply to other luxury carmakers, but Audi's strategy seems to point to pushing technology to directly connect with consumers using digital platforms and marketing to synchromesh into one seamless experience.

Balbir Dhillon, Audi India head, said he's especially throwing his weight behind customer connection, with half the marketing budget dedicated to below-the-line activities this year. That includes organizing regular "Quattro drives” for customers across cities; get-togethers that blend experiences such as movie driven-ins for the latest James Bond film and more. Quattro is an Italian word trademarked by Audi as code for indicating that it uses all-wheel drive systems in some of its cars. There's also a significant digital push that Audi will unveil this year, which is in the last stages of finalization.

Meanwhile, Audi offers concierge services through an ownership app called MyAudi that allows customers to avail of service that range from booking restaurants to flying overseas and renting car. Audi, Dhillon added, has also been the first brand to use augmented reality and virtual reality at the retail customers level. Audi has 29 showrooms, 41 service centers and 14 Audi Approved Plus (pre-owned car) facilities. The brand is looking to increase the latter substantially in 2022.

Audi, like Mercedes, has seen prices increase, resulting in greater profits, thanks to a supply crunch driven by a global shortage of chips. "We could sell two times what we did if it wasn't for the chip shortage,” Dhillon added. Of the top four luxury carmakers that include market leader Mercedes-Benz, BMW and Audi, the Volkswagen-owned brand that features four rings as its logo has the smaller market share, but is also the company that came here last, in 2007.

Recent figures indicate that its sales are on an uptick after a particularly depressed 2020. Sales for the brand were: 4,594 cars in 2019, 1,639 in 2020 and 3,293 in 2021. Why did Audi see such a sharp slump in 2020? Analysts who track the sector suggested that the consumer market was aware that Audi was going to phase out BS IV cars by March 2022 and that may have led them to switch to other cars, though they were already up to regulatory standards. When Audi first entered India, it had to focus on a part-education and part heavy marketing strategy for an audience that was largely familiar with only BMW and Mercedes-Benz. To that end, it built a halo round itself by deploying celebrities and actors as brand ambassadors. Most of Bollywood drove Q5s and Q7s at one stage with Salman Khan even making it down to launch events for Andi's sportier sedans-something he historically avoided.

Does that mean its electric vehicles are more of a notional offering? Dhillon clarified that it's going to make time before the charging network is ready and prices rationalize for EV sales Cars are already taxed at around 28 per cent and, when it's an electric car, he explained, there are duties on components and other imports, so that the company faces "a duty on a duty”, creating an additional layering that makes its EVs so expensive. For an e- tron, Dhillion said the duty is around 111 per cent. Add the cost of registration and the final price "restricts the full potential of the category".

"Even so, when the time is right, Audi's next investment is likely to be in EVs,” Dhillon said. "Policy will change some day and it may be a long wait but Audi is committed to the cause.”

Questions

Q3 a) What is Audis future strategy? What is the name of its digital platform and how does it plan to leverage this platform?

Q3b) What has changed in the customer profiles who own Audi. How has this demographic profile changed in recent times?

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