Audi Fashion Festival: Building a brand with Singapore

Publication Type

Case

Publication Date

5-2013

Abstract

Reinhold Carl, the managing director of Audi Singapore faced a difficult challenge in November 2012. The market for the number of new cars sold in Singapore had declined by an annual rate of 18% on average between 2005 and 2011. In such a market, capturing market share by value seemed more viable than by volume alone. Carl needed to make Audi appeal more to consumers as a luxury brand. To do this, Carl wanted to better utilize their role as the primary sponsor of the Audi Fashion Festival in Singapore. Given a fixed marketing budget, he needed a plan to accomplish this.

Keyword(s)

Marketing, Strategy, Marketing Strategy, Branding, Brand Building, Fashion shows

Discipline

Advertising and Promotion Management | Business and Corporate Communications | Marketing

Data Source

Field Research

Industry

Automotive Industry

Geographic Coverage

Singapore

Education Level

Executive Education; Postgraduate; Undergraduate

Publisher

Singapore Management University

Case ID

SMU-13-0008

Comments

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Additional URL

https://cmp.smu.edu.sg/case/1801

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