Strategic Analysis of Singapore Airlines

Evaluating the advertising strategies of Audi Singapore

Table of contents

1.0 Introduction        3

2.0 Analyzing and evaluating the advertising strategy of Audi Singapore        3

2.1 Overall advertising strategy        3

2.2 Traditional advertising approaches in Audi        4

2.2.1 Broadcast advertising        4

2.2.2 Newspaper and Magazine         5

2.3 Modern advertising approaches        6

2.3.1 Social media marketing through YouTube and Facebook        6

2.3.2 Mobile apps        7

2.4 Evaluating current advertising strategy of Audi Singapore        7

3.0 Recommendations        9 

4.0 Conclusion        10

5.0 Reference        11

1. Introduction

As a German automobile manufacturer with a long history of more than 100 years, Audi is a world’s well known automobile brand (Freyssenet, 2003). It centrally focuses on designing, producing, marketing and distributing luxury automobiles. The major Audi branded products include luxury cars such as the Audi A series, SUVs and sport cars. These automobile vehicles are known from premium quality, perfect designs as well as expensive prices. This company aims to provide premium quality of products and create best driving environment and experiences for customers. Audi Singapore has its own R&D subsidiary and production site (Lamb, 2011). It also opens its own stores in Singapore to sell products and provide real-store shopping experience for customers. This company has established partnerships with local retailers and manufacturers to supply tyres and assist other after-sale services in 4S shops. This company also establishes synchronised Audi Production System and cutting-edge logistical processes through the use of advanced technologies (Oswald, 2001). It enables the company to achieve standard and efficiency in production and deliver products to the end users effectively. In this way, this company in Singapore has achieved great success in local automobile industry. This essay tries to analyze and evaluate the advertising strategy of Audi Singapore to explore reasons for the strong brand image and positive growth of this company.

1. Analyzing and evaluating the advertising strategy of Audi Singapore

2.1 Overall advertising strategy

To establish a top brand image position in the automobile marketplace, Audi emphasizes mobile display adverting strategy to display premium quality, characteristics and unique designs of its products and create excellent driving experiences (Zhang, 2016). With an obvious emphasis on its tongue-in-cheek series of comparative ads, Audi positions itself as a better alternative to Lexus and Mercedes as well as Ferrari (Lamb, 2011). It also helps to motivate customers make purchasing decisions. Excellent real driving experiences allows consumers to develop more reliable impressions on brand and it is easily for consumers to give positive reflections on the brand and product. In this way, the company can establish positive brand image and establish good relationships with customers. Motivated by these incentives, marketing managers in Audi highlights the use of mobile display tools such as videos and live launch preferences to promote products effectively.