Audi Fashion Festival: Building a brand with Singapore

• 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
• Institution: Singapore Management University

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.