Agency: KHBB | Authors: Nigel Fordham and Paul Collins |
How Advertising Helped Saab Take Off
INTRODUCTION
This case history will demonstrate the importance of advertising to the success of Saab Great Britain since 1984.
By achieving its objectives - a dramatic improvement in awareness and marque image resulting in heightened desirability and consumer demand - advertising has played a crucial role in helping Saab increase sales (up 24%), turnover (up 71%) and profitability (up 331%).
Advertising has assisted Saab to move upmarket to find a profitable niche in the executive car market.