Audi's New Marketing Strategy: The Audi Channel

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.

Case

Reference no. 306-054-1

Subject category: Strategy and General Management

Authors: Sumit Kumar Chaudhuri (IBS Case Development Center); - Shalini (IBS Case Development Center)

Published by: IBS Case Development Center

Published in: 2006

Length: 7 pages

Data source: Published sources

Topics: Audi; Audi Channel; UK; Marketing strategy; Advertising; Brand building; Digital TV; Traditional advertising; Mass marketing; BBH (Bartle Bogle Hegarty); Ofcom; Self-promotional channels; North One; Volkswagen

Share a link: https://casecent.re/p/66510

| No reviews for this item

This product has not been used yet

View our pricing guide or login to see prices.

Abstract

On 24 October 2005, Audi shifted towards the non-traditional way of advertising by launching the Audi Channel in the UK. The 24-hour channel would feature info-tainment and general entertainment programmes related to Audi''s products. Aimed at mass marketing, extending its relationship with the current customers and reaching out to new customers, Audi Channel is being viewed as a new and cost effective tool to build the company''s brand. This case study, while highlighting the growth of the German carmaker through the ages, offers scope to discuss the strategy behind Audi''s launch of its digital TV channel in the UK. A structured assignment ''306-054-4'' is available to accompany this case.

Location:

Germany

Industry:

Auto manufacturing

Other setting(s):

October 2005