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Case Title:

Audi’s New Marketing Strategy: The Audi Channel

Publication Year : 2006

Authors: Shalini & Sumit Kumar Chaudhuri

Industry: Automobiles

Region:Germany

Case Code: MKS0035

Teaching Note: Available

Structured Assignment: Available

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Abstract:
On October 24th 2005, Audi shifted towards the non-traditional way of advertising by launching the Audi Channel in the UK. The 24-hour channel would feature infotainment 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.

Pedagogical Objectives:

  • To understand the growth of the German carmaker Audi through the ages
  • To discuss the rationale underlying the launch of Audi’s digital TV channel in the UK.

Keywords : 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

Contents:

  • Audi: Through the Ages
  • Audi's TV Channel: Marketing Strategies in the New Millennium

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