SKODA’S U.K. TURNAROUND

ATTEMPT

Presented By:- Aarohi Mankotia

Abhishek Pathak Mohit Bhayana

Intro To The Case• Skoda was Czech Republic made car.• In 1970’s skoda came in UK market with Rapide

and Estelle.• They spawn a thousand jokes too tedious to

relate, about lack of features, slow acceleration, poor bodywork.

• A story of British Man.• 1991, 16 April Skoda Auto forms a joint venture

with the Volkswagen group, becoming its fourth brand after Audi, Seat and VW.

• Image improved in Europe but in UK it is continued to regard as a joke.

• So Hawken tooks up the work to change the entire country’s perception about the car.

• 1990s First new models produced Felicia and Octavia, Innovative ad compaigns in western Europe that send up the brand's poor inage while highlighting vastly improved qualities prove to be successful. First slogan, self ironic “It's a Skoda honest”

• Focused primarily on Television Ads, Public Relations and Direct Mail.

• To confront the Skoda’s negative Image, particularly among Rejecters.

• They focused on influential journalists rather than the traditional automotive journalists.

• This strategy helps the Skoda to receive headlines like “History Biggest Comeback”

Questions

Is this strategy likely to succeed?• A new role for advertising:• A new target audience:• P.R. played a critical role at launch:• Repositioning the consumers:• Eliminating other variable:

Campaign result

Would this campaign be more or less likely to succeed in America?

Campaign was a success in America because of following things –

• 'It's a bit tongue in cheek. They're obviously well aware of their reputation and this comes across as proud of what they've got.‘ Man, 4555, Reading

• 'Skoda used be the joke. Now the joke is the joke. ‘ Man, 3545, Swindon• 'History's biggest comeback since Bobby Ewing stepped out of the

shower, new Skoda is hip and sexy yes, sexy.‘ The Mirror, March 2000

• 'Rather cheeky, very effective.‘• 'A true reflection on how people relate to Skoda.‘ Millward Brown

Verbatims, April 2000

Why would the image of the Skoda be so much lower in Britain than in the rest of Europe?

• Britishers regard Skoda as a joke• Britishers don’t know about the engineering• heritage • socially unacceptable• image deficiency

SKODA SALES CHANGE 1999-01

SKODA U.K. SALES VOLUME 1990-97

Why wouldn’t be automotive journalists be “Brand Influencers” for Skoda? Why would

general consumer journalists be brand influencers?

Opinion LeadersTo reposition their customerTo change the customer attitude towards

SkodaTo make more PR effortsTo innovate media thinkingTo change the attitude of opinion formers

THANK YOU