Comparative Analysis of the Marketing Mix: Audi vs Lexus

This report provides a comparative analysis of the marketing mix strategies employed by Audi and Lexus, focusing on the 7Ps framework: product, price, place, promotion, people, process, and physical evidence. The analysis begins with an overview of the 7Ps, defining each element and its role in a marketing strategy. It then delves into a detailed comparison of Audi and Lexus, examining their product offerings (including features, technology, and brand perception), pricing strategies (flexible costing, premium pricing, and competitive analysis), distribution channels (dealerships, online sales, and global presence), and promotional activities (digital media, sponsorships, and sales promotions). The report explores how each company utilizes the remaining elements of the 7Ps, including people (customer service and employee involvement), process (customer experience and service delivery), and physical evidence (dealership environment and brand image) to achieve their marketing objectives. By comparing these two automotive brands, the report offers insights into how different companies approach the marketing mix to target their respective customer segments and achieve competitive advantage.

Marketing essentials/2020
Overview of marketing mix:
The extended marketing mix (7P's) is the mix of seven components of marketing that plan to
cooperate to accomplish the goals of a promoting methodology. These 7 components are:
product, price, place, promotion, people, process and physical evidence.
The marketing mix is the mix of components utilized by a business to empower it to address the
issues and desires for consumers.
It is known as a marketing mix in light of the fact that every component of the marketing mix is
identified with the others. The test for marketing is to guarantee that the components of the
combine work to accomplish the advertising destinations. Generally the marketing mix has been
taken to involve four components: (product, price, promotion and place). Recently it has gotten
increasingly normal to add three new components to the customary marketing mix, making a
joined 7p's. This is the supposed broadened marketing mix.
The 7p's all-encompassing marketing mix hence involves the accompanying components:
Product: In marketing, a product is an article or framework made accessible for customers use;
it is whatever can be offered to a market to fulfill the longing or need of a customer. In retailing,
products are regularly referred to as merchandise, and in assembling, products are purchased as
raw materials and afterward sold as completed goods. A service is additionally viewed to as a
kind of product. Commodities are normally raw materials, for example, metals and farming
items, yet a product can likewise be anything generally accessible in the open market. In project
management, products are the proper meaning of the undertaking expectations that make up or
add to conveying the destinations of the task. In protection, the arrangements are viewed as items
offered available to be purchased by the insurance agency that made the agreement. In financial
matters and trade, items have a place with a more extensive classification of goods. The financial
significance of product was originally utilized by political market economist Adam Smith.
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Price: A price is the amount of installment or remuneration given by one party to another as an
end-result of one unit of goods or services. A price is affected by both production costs and
demand of product. A price might be controlled by a monopolist or might be forced on the firm
by economic situations. In current economies, costs are commonly communicated in units of
some type of money. (For items, they are communicated as cash per unit weight of the ware, for
example euros per kilogram or Rands per KG.) Although costs could be mentioned as amounts
of different goods or services, this kind of deal trade is once in a while observed. Costs are in
some cases mentioned as far as vouchers, for example, exchanging stamps and air miles.
Place: a place generally means how the products are distributed to the consumers.
Promotion: In marketing, promotion alludes to a promoting correspondence used to convince
target crowds of the general benefits of a product, service, brand or issue. The point of promotion
is to build mindfulness, make interest, produce deals or make brand dependability. It is one of
the essential components of the market mix, which incorporates the four Ps, i.e., product, price,
place, and promotion. Promotion is additionally one of the components in the promotional mix or
promotional plan. These are close to home selling, publicizing, deals advancement, direct
advertising exposure and may likewise incorporate occasion marketing, displays and exchange
shows. A promotional plan determines how much regard for pay to every one of the components
in the promotional mix, and what extent of the financial backing ought to be apportioned to
every component. Promotion covers the strategies for correspondence that an advertiser uses to
give data about its item.
People: One of the fundamental components of the marketing mix is people. This incorporates
everybody who is associated with the product or service whether directly or indirectly. Not these
individuals connect with the clients. In any case, every one of these individuals have their own
tasks to carry out in the generation, promoting, distribution, and delivery of the product and
service to the consumers.
Process: process incorporate direct exercises and indirect exercises. Direct exercises include an
incentive at the client interface as the buyer encounters the service. For the motivations behind
the marketing mix, process is a component of service that sees the client encountering an
association's contribution.
Physical evidence: Physical evidence is environment in which the service is delivered and where
the firm and the client cooperate with each other and any tangible items that encourage execution
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or correspondence of the service. Physical evidence incorporates the servicescape, a term used to
describe the physical facility where the service is created as well as provided.
Comparison between two trading companies:-
Audi and Lexus
Company AUDI (Prinsa international) LEXUS (united trader
syndicate pvt.ltd.)
Product All the Audi cars fulfill the
guideline of security,
comfort, mechanical
advancement and
extravagance. The
organization has been
effectively working in
carbon emanation decrease
for environment safety and
mileage. This has affected
to build the brand
faithfulness. It contains of
modern technology such as
Audi AI which assist the
driver, body shell coated the
body with protective zinc to
steel or iron which prevents
from rusting, it introduced
space frame in which the
chassis is fabricated out of
aluminum which saves
weight and improves orison
rigidity compared to a
Lexus has an alternate
scope of vehicles. They
differs as Sedan, SUV,
convertible, sport vehicle
and hybrids. Lexus sells its
products under 5 general
classes, and every one of
these fills in as independent
product offerings. The
entirety of its goods are sold
under the brand name of
Lexus. Lexus sells items
with a great deal of
assortment accessible,
which permits clients to
choose the item assortment
that best suits them. They
sell items that are
exceptionally separated,
with different highlights
offered to clients that
contenders don't offer. Its
items are in this way
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conventional steel frame. It
has also installed Fuel
Stratified Injection (FSI)
which unites fuel-saving
technology. It also includes
dual electrohydraulically
controlled clutches instead
of torque converter which
improves the gear shifts.
Other technologies such as
LED daytime running lights
and multimedia interface.
viewed as one of a kind. Its
items are seen to be of
higher caliber than that of
contenders. Consequently,
clients are eager to follow
through on a greater
expense for these. Lexus
sells items that are
celebrated for its
conventional plan that is
additionally down to earth
for clients to utilize.
price Audi made vehicles are
moderately expensive
dependent on included
features. Audi sells its
products at high rate than
challengers because it offers
more modern features than
other. It makes more high-
tech and luxuries. It uses
product bundle system in
which products are bundled
together and sold the
lowermost best price than
the total of a particular
items. It also uses an
optional product pricing
tactic where the stock items
are quoted separately and
the accessories that come
Lexus utilizes Flexible cost
pricing, premium, esteem
valuing and skimming
techniques relying on
advertising condition and
buyer’s recognition. The
present estimating system to
set the price level that
Lexus follows is a serious
based evaluating
methodology. This is on the
grounds that the
information on candidates is
effectively accessible
because of an enormous
number of candidates that
exists inside the business. It
additionally thinks about
expenses to set costs for a
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along with the products are
priced separately. It charges
an additional price for the
products it sells online
because of the delivery
costs. Audi has its fixed
price for its final products.
Channel members and
retailers buy the products in
lower rate and earn through
their own margins.
couple of items for which
either data isn't accessible
on candidates, or are
costlier to make, Lexus sells
its items at a more
significant expense than
candidates. This is on the
grounds that it offers more
highlights, and the
significant expense
compensates for these. It as
of now utilizes item pack
estimating too, where items
are packaged together and
sold at costs lower than the
aggregate of individual
things. It likewise utilizes a
discretionary item
estimating technique for
specific items, where it
offers a cost for the base
item and separate costs for
the adornments that join it.
It charges a more prominent
cost for the items it sells on
the web. This is on the
grounds that conveyance
costs have been
remembered for the cost of
the item. Lexus has fixed
the costs of the last item.
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Channel individuals;
retailers and wholesalers,
purchase the item at a lower
cost and gain through their
own margins.
Place Audi has a wide range of
dealership with great client
assistance in many
developed nations. Audi
sells its items through two
marketing channels. The
first is the place it sells
straightforwardly to its
client through its online
site. The second is the place
it offers to wholesalers who
at that point offer to various
retailers found everywhere
throughout the nation.
These then offer to its
clients.
Audi has its items present
on more than 500 retailers
all through the nation. It
follows a concentrated
advertising technique where
it attempts to remember its
items for whatever number
retailers as could be
expected under the
circumstances. This
Lexus is marketed
worldwide and they have
five assembling offices and
a large number of business
and wide distribution
network. Lexus sells its
things through two
exhibiting channels. The
first is the spot it sells direct
to its customer through its
online website. The second
is the spot it offers to
wholesalers who by then
idea to different retailers
discovered wherever all
through the country. These
then idea to its customers. It
follows a concentrated
publicizing framework
where it endeavors to
recollect its things for
anyway numerous retailers
as could be normal
considering the present
situation. This ensures its
things are open to
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guarantees its items are
accessible to clients
effectively in various pieces
of the nation. Audi has a
considerable measure of
online deals with visit
traffic on its sites. So as to
run its online activities,
Audi has joined forces with
various conveyance
specialist organizations so
as to give auspicious
conveyances.
It follows an Omni-channel
(online, in a physical shop
or phone) dissemination
framework where it has
incorporated it’s on the web
and disconnected stores to
permit clients simple access
to its items.
Audi has a system of more
than 500 providers that
furnish it with the crude
materials required for
creation. It has built up a
nearby working association
with its providers
permitting the organization
to work with them to
advance and present new
customers successfully in
different bits of the country.
Lexus has an impressive
proportion of online
arrangements with visit
traffic on its destinations. In
order to run its online
undertakings, Lexus has
united with different
movement master centers to
give advantageous
transports. It has
developed a close by
working relationship with
its suppliers allowing the
association to work with
them to create and
introduce new and engaging
features on its things.
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and appealing highlights on
its items.
Promotion Other than computerized
and print media promotion,
Audi supports US open
tennis and has Audi
magazine for car
enthusiasts. Audi utilizes
different media channels to
promote its items. It utilizes
traditional media, which
remembers an ad for TV
and radio. This is helpful
because of its enormous
reach and capacity to draw
in countless individuals. It
utilizes on the web and
online life promoting,
which is less expensive and
useful because of the
expanding use of the web. It
publicizes on different web
based life stages with an
attention on YouTube,
Facebook and Twitter
because of the high month
to month utilization of
these. It has more than one
hundred thousand
preferences or client
following on these pages,
Other than TV promotion
Lexus have deals
promotions, schemes, post
office based mail,
advertising and so forth.
Lexus uses various media
channels to propel its
things. It uses standard
media, which recollects a
business for TV and radio.
This is significant due to its
immense reach and ability
to pull in a huge number of
people. It uses on the web
and online life publicizing,
which is more affordable
and accommodating on
account of the growing
usage of the web. It
announces on various
electronic life stages with a
consideration on YouTube,
Facebook and Twitter on
account of the high month
to month utilization of
these. It has more than one
hundred thousand
inclinations or customer
following on these pages,
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which are presented to visit
content transferred by Audi.
Audi experiences different
deals advancement
participating in different
exchange presentations and
occasions around the year.
Audi experiences individual
selling, with a huge deals
power to build its quality in
retail locations. Audi
utilizes a level of offers
technique to decide the
promotion spending plan
for the year.
which are exhibited to visit
content moved by Lexus.
Lexus encounters various
arrangements progression
participating in various
trade shows and events
around the year. Lexus
encounters singular selling,
with a colossal
arrangements capacity to
grow its quality in retail
stores.
People Sales people and mechanics
give world class service to
its client to promote the
business through informal
exchange. Audi has
individuals working under
its business group that
assume an indispensable job
in its promoting activities.
These individuals have been
prepared in convincing
systems, yet in addition to
demonstrate regard to the
business clients considering
over their inclinations. Audi
has individuals working in
The achievement of Lexus
is a combined effort of the
clients and employees.
Lexus has people working
under its business bunch
that expect an essential
activity in its promoting
tries. These people have
been set up in ground-
breaking frameworks, yet
also to exhibit respect to the
business customers
pondering their tendencies.
Lexus has people working
in its customer care office.
These are come to by
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its client support office.
These are reached by clients
if there should be an
occurrence of any issues
inside the item, and these
individuals direct clients
through the way toward
getting the issues settled.
These individuals are
prepared to regard the
clients and attempt their
best to get their issues
settled. Audi has
individuals working with
providers to acquire basic
materials. These individuals
assume an indispensable job
in keeping up or improving
the nature of the last item
created. Audi has
individuals working at retail
locations who help the
client on location, by
responding to any inquiries
or helping them choose the
item that best suits their
requirements.
customers if there ought to
be an event of any issues
inside the thing, and these
people control customers
through the path toward
getting the issues settled.
These people are set up to
respect the customers and
endeavor their best to get
their issues settled. Lexus
has people working with
suppliers to get rough
materials. These people
expect a basic activity in
keeping up or improving
the idea of the last thing
conveyed. Lexus has people
working at retail stores who
help the customer on area,
by reacting to any requests
or helping them pick the
thing that best suits their
necessities.
Process Audi was the first vehicle to
go online in marketing. It
has digitalized its
showroom for quality help.
Lexus has Driver
consideration screen, dazzle
– zone alert, cross-traffic
identification, Pedestrian
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Audi to ensure that its items
are constantly accessible at
retail locations has
frameworks introduced
where retailers can advise
when their stock levels are
low. Audi furnishes them
with more items while
requesting its creations to
recharge its stock. This
guarantees items are
constantly accessible to
clients when required. Audi
has an online conveyance
process, where requests are
gotten in the PC framework
and dependent on these
requests, the important item
from the stock is sent to the
conveyance specialist
organization. Audi is
effectively engaged with
exploring market openings
so as to comprehend client
needs. It likewise creates
understanding in regards to
client needs through input
gathered at store, its
helpline or internet based
pages.
location framework and
Parking guide framework.
They are utilizing premium
materials. They have virtual
accident test framework that
limited the mishaps. Lexus
to guarantee that its things
are continually available at
retail stores has systems
presented where retailers
can prompt when their
stock levels are low. Lexus
outfits them with more
things while mentioning its
manifestations to energize
its stock. This ensures
things are continually open
to customers when required.
Lexus has an online
transport process, where
solicitations are gotten in
the PC system and subject
to these solicitations, the
significant thing from the
stock is sent to the
movement pro association.
Lexus is viably drawn in
with investigating publicize
openings in order to
understand customer needs.
It is like manner makes
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understanding as for
customer needs through
information assembled at
store, its helpline or
webpages.
Physical evidence The digitalized and
inventive showroom has
driven a positive effect in
the brain of high-class
clients. Audi sells its items
in separate color bundling
that effectively
recognizable on retail
retires. These are set on
extraordinary racks gave by
the organization, which
likewise have a particular
shading and structure. This
makes it simpler for clients
to find such retires in
occupied retail locations.
Audi has an online site that
is easy to use and permits
clients to see its items in top
notch pictures taken from
different points.
Lexus Company have the
Tahara plant in Japan,
which is one of the greatest
vehicle producing
organization on the planet.
The plan and showroom are
made for Excellency. Lexus
sells its things in a specific
concealing packaging that
successfully unmistakable
on retail resigns. These are
put on excellent racks gave
by the association, which in
like manner have an
obvious concealing and
structure. This makes it less
difficult for customers to
discover such resigns in
involved retail stores.
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