BY HENRY, UJJAL, MANIK, DISHANT, NAVEEN & SACHIN

OVERVIEW OF BMW INDIA

Headquartered in Chennai , BMW India Private Limited is a 100% subsidiary of the BMW. The initial investment in India is 1.1 billion Indian Rupees. In medium term, BMW India Private Limited has employed around 200 people; up to 600 additional jobs have been created in the dealer and service network. On 29 March 2007, BMW India Private Limited officially opened its production plant in Chennai and has a capacity to produce 3,000 units per year.

4ps of BMW
Price Value added pricing, pricing out of some peoples price range. All products priced between 30 lacs to 1.5 cr.

Promotion Product placement, advertising at events that reflect brand image of BMW. Place internet (design your own car) and car showrooms.

Product A luxury performance car, with industry leading Efficient Dynamic technology system.

Assembled/Manufactured Locally BMW 3 Series BMW 5 Series BMW X1

CONTD
Imported

BMW 5 Series BMW 5 Series GT BMW 6 Series BMW 7 Series BMW X3 BMW X5 BMW X6 BMW X6 M BMW M3 BMW M5 BMW M6 BMW Z4

Overview of AUDI
Audi has been selling Luxury cars in India since 2004. However the Audi India was established in March 2007 as a division of Volkswagen Group Sales India. Audi India uses koda Auto India Private Limited manufacturing facilities in Aurangabad, to assemble the Audi A4 and Audi A6 models locally. Audi India currently has 13 dealerships in 10 states and 2 Union territories of India.

4ps of AUDI
Price- 32 lacs onwards to 2 crores. Place- showrooms in 12 cities around the country in Delhi, gurgaon, pune, Chennai, Ahmadabad, Chandigarh, Bangalore, Mumbai, Calcutta and Kochi. Promo- The Audi has been promoted using a viral internet video release entitled "The Next Big Thing". The campaign stars Justin Timberlake. Audi also sponsors racing events, golf events, iifa awards and movie sponsorship(Teen Patti).

CONTD
Product- high end performance luxury cars. Manufactured/Assembled Locally Audi A4 (1.8, 2.0, 3.2 V6 petrol and 2.0 TDI and 3.0 TDI diesel) Audi A6 (2.8, 3.0 petrol and 2.7 and 3.0 TDI diesels) Audi Q5 (2.0 petrol and 3.0 diesel) Imported Audi A8 Audi TT (3.2 FSI V6 only) Audi R8 Audi Q7 (3.0 and 4.2 diesels)

OVERVIEW OF MERCEDES INDIA

Daimler entered the Indian market and set up Mercedes-Benz India Ltd in 1994. After DaimlerChrysler sold off most of its equity interests in Chrysler in 2007, it changed its name to Daimler AG. Mercedes-Benz India is a 100%-owned subsidiary of Daimler AG. The company is based in Pune. Mercedes has an investment of 700 million euros in India.

4ps of MERCEDES
Price- 28 lacs to 1 crore Place- Mercedes-Benz India currently has 22 dealerships across 17 cities in 11 states and 2 Union Territories and Service Stations in 32 cites in 16 States and 2 Union Territories of India. Promo- Mercedes has a tie up with Johnnie Walker to promote the message of responsible driving. Sponsorship of racing events, auto expo.

CONTD
ProductManufactured/Assembled Locally Mercedes-Benz C-Class (Sedan only) Mercedes-Benz E-Class (Sedan, Coupe, and Cabrio) Imported Mercedes-Benz CL-Class Mercedes-Benz CLS-Class Mercedes-Benz GL-Class Mercedes-Benz M-Class Mercedes-Benz S-Class Mercedes-Benz SL-Class Mercedes-Benz SLK-Class Mercedes-Benz SLS AMG

SALES FIGURES
Mercedes-Benz India reported a nearly two-fold jump in its monthly sales at 321 units in April, 2010. The company had sold 178 units in the corresponding month last year. BMW India has sold a record 753 cars in October 2010. 'Last year they sold 4,721 cars, whereas this year till October we have sold 3,500 cars. We hope to take the margin between 5,000 to 6,000 cars by the end of this year.

SALES FIGURES CONTD.

Audi India sold 1,658 vehicles in the year 2009 compared to 1,050 vehicles in 2008 and registered an increase of 58% in sales growth in 2009 as compared to 2008.

Competitor analysis
The battle between the Germans is getting serious in India. BMW caught Mercedes Benz napping and went past the three pointed star last year. However, with the launch of the new E-class, C-class Executive and the supercar SLS AMG, Mercedes Benz has taken the lead over BMW and Audi in the first seven months of 2010.

Mercedes sales jumped by a massive 79.31% while BMW and Audi witnessed 35.35% and 56.5% respectively in the period Jan-Jul 2010 compared to the same period last year. Mercedes Benz shifted 2,921 units compared to 2,718 for BMW and 1,535 for Audi so far in 2010.

Customer Analysis
All three brands that is; BMW, Mercedes, and Audi have a high level of awareness, both in recognition and recall. The image of BMW , Mercedes and Audi is favorable, strong and relevant. BMW ,Mercedes and Audi are mainly associated with performance and style by existing customers and status by potential customers.

SEGMENTATION
The profile of all the buyers for these three companies is the same. They all target upper middle class and high class customers. These companies have a big presence in the major cities of India. They are looking to enter tier 2 & 3 cities in India. Like Jaipur, Pune, Coimbatore, Goa, Ludhiana, Lucknow, Bhubaneswar.

TARGETING
These companies target the luxury and performance car segment in the auto sector. Other players in this segment other than the ones mentioned are Porsche, Bentley, Jaguar, Land Rover etc.

POSITIONING
All the cars produced by these companies have all the features. The additional features of the cars are- Bmw has idrive - Audi has Quattro - Mercedes cars come with a self breaking system. Which helps reduce accidents.