This is something i love ( theme 5)

First definitions for product line and then product mix:

The Product Mix refers to the total set of all product items sold by an organisation. It can expanded in three ways; firstly by creating a product line, and then by increasing the number of product items within each product line, or by increasing the number of product lines in the mix.

The Product line is a group of closely related product items. For example the range of aerobics footwear produced by Reebok would be considered as a single product line as they are all intented for the same end use.

Product line : Automobiles

Product mix of Audi:

A3
Tagline: Sporty, progressive and sophisticated
A4
Tagline: Presence, performance and power
A5
Tagline: Coupe redefined
A6
Tagline: A celebration of form and function
A8
Tagline: Metallurgical marvels
TT
Tagline: Pure Audi
Q7
Tagline: No compromises
R8
Tagline: Our ultimate execution

They also have different models within these product mixes, but that would be getting into too much detail of it. We can see from the product line, that Audi wants to offer something for everybody staying within their own customer segmentation. As previously mentioned Audi is a brand of entry-level luxury to high-executive luxury level. Their product line is a great example of that.

The product that I chose for THEME 3 was AUDI A6, one thing has to be said before hand about the car industry. That usually they continue the models, they just update it, so after saying this, it’s safe to say that the life cycle of the product is renewed each time a newer version of the model comes out. At this point of 2007, the Audi A6 has entered the growth phase of the product life cycle, soon closing in on the maturity phase as within 2-3 years Audi will introduce a newer version of Audi A6.

Definition of a brand:
A brand is an element or combination of elements that uniquely identify a product as being produced by one particular supplier and thereby distinguish it from competitor’s products. These elements usually include a particular name, logo, symbol and/or design that the customer then associates with a particular supplier and that the supplier, thanks to trademark law has the exclusive rights to use for an unlimited period of time.
Importance of branding

From the customers point of view:
*Saves time and effort, as customers know that they expect
*Provides security and reduces the risk of purchase as the brand offers quality
*Can offer psychological rewards

From suppliers point of view:
*Can generate a loyal base of repeat customers
*Can command higher prices because of value placed by customer on the brand
*Provides a platform from which to launch new products
*Has value as an asset of the organisation. Brand equity can be valued, so a brandname can be sold if it is no longer required.

Audi Brand:

Looking into Audi’s website concerning their brand, they included the following in their brand presentation: progressive design, groundbreaking technology, enhanced driving pleasure
stylish and modern, innovative yet timeless. new unique design, irresistibly dynamic, unlimited driving pleasure , supreme sports appeal.
So by looking at this, Audi doesn’t really want to stand out with their brand, which is bad for them. Since now people are saying as lacking "a personality." Also Audi acknowledges this as Len Hunt, the head of Audi of America, was quoted as lamenting, "we have got an unclear image" among the public in general and luxury car buyers in particular.

Author: Hezha Sadek Muhammad

Sources
Marketing 2:nd edition (Hill & O'Sullivan 1999)