Targeting strategy

The product that i chose for these 3 was a car; Audi A6 and according to www.autos.yahoo.com
it's a luxury sedan. Going further into it from wikipedia. A luxury vehicle is a relatively expensive vehicle that includes additional features designed to increase the comfort of the driver and passengers. Luxury vehicles usually place more emphasis on comfort, appearance, and amenities such as technological upgrades and higher quality materials than on performance, economy, or utility. Mid-luxury segment

To be more exact Audi A6 falls on the category of mid-luxury segment sedan.
In order to be considered part of the middle-luxury segment, a vehicle should feature a base MSP between approximately $36k and $60k[2], have a very high degree of comfort, and should have the latest or near latest technological and safety innovations. Customers in this segment also yield some priority to performance. Therefore, many car manufacturers produce these cars with V8s and some highly sophisticated 6-cylinder engines. In Britain, these models are commonly referred to as executive cars. Vehicles in this segment include the mid-range models of several luxury car manufacturers such as the Mercedes-Benz E-Class, BMW 5 Series, Holden Caprice, Holden Statesman, Volvo S80, Audi A6, Saab 9-5, Lexus GS, and Jaguar S-Type.

Audi has mainly luxury cars, they have entry-level luxury cars, High-end luxury segment, Ultra-luxury segment and Luxury SUV's along with the Audi A6 mid-luxury segment. So we can see that Audi mainly concentrates with high brand name and value customers.

Marketing mix of Audi:

The marketing mix is the combination of marketing activities that an organisation engages in so as to best meet the needs of its targeted market. Traditionally the marketing mix consisted of just 4 Ps. For example, a motor vehicle manufacturer like Audi:

*Produces products that are of the highest quality and fit for the needs of different groups of consumers,
*Offers a range of cars at value for money prices, depending on the market segmented they are targeted at,
*Sells the cars through appropriate outlets such as dealerships and showrooms in prime locations, i.e. in the right places, and
*Supports the marketing of the products through appropriate promotional and advertising activity.

Author: Hezha Sadek Muhammad

Sources:
www.autos.yahoo.com
www.wikipedia.com
Marketing 2nd Edition (Hill & O'Sullivan 1999)