Audi Fashion Festival: Building a brand with Singapore

Audi Fashion Festival: Building a brand with Singapore

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 th...

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Bibliographic Details
Main Authors: CHOW, Charles, SPROULE, Kevin
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2013
Subjects:
Marketing
Strategy
Marketing Strategy
Branding
Brand Building
Fashion shows
Advertising and Promotion Management
Business and Corporate Communications
Online Access:https://ink.library.smu.edu.sg/cases_coll_all/46
https://cmp.smu.edu.sg/case/1801
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Institution: Singapore Management University
Language: English
Description
Summary: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.

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