Marketing Advertisement and Promotions of Skoda †Free Samples

Question: Discuss about the Marketing Advertisement and Promotions of Skoda. Answer: Introduction The development of a positive insight is becoming central to Skodas marketing strategy. Marketing is the method to develop as well as implement a strategy for planning as well as co-ordinating means to identify, anticipate as well as satisfy the demands of the customers, in the manner of making profits or satisfying a range of other goals of marketing. This process of strategic planning is regarded as the core aspect of marketing. The marketing strategy of Skoda is having the involvement of different approaches. There takes place the designing of the strategic aspect towards communicating brand messages clearly via the promotional mix, while expressing the values of the brand as well as the experience regarding ownership. Target Segment for Skoda Octavia Marketers are required understanding the customers that they are targeting for the Skoda Octavia campaign. The Octavia will be having a clear identification of a new target market. The target segment for the Octavia owners are supposed to be younger, family men as well as working women and those that are highly qualified as well as are in professional occupations (Hair, 2015). Socio-economic grouping will be providing an authentic picture of the association within the occupation as well as income and also assists in providing a basis to understand their priorities as well as requirements. Regarding the media consumption, those interested in purchasing the Octavia will be interested in reading more broadcast newspapers (Baines, 2017). The development of a positive insight is becoming central to Skodas marketing strategy. Marketing is the method to develop as well as implement a strategy for planning as well as co-ordinating means to identify, anticipate as well as satisfy the demands of the customers, in the manner of making profits or satisfying a range of other goals of marketing. This process of strategic planning is regarded as the core aspect of marketing. The marketing strategy of Skoda is having the involvement of different approaches. There takes place the designing of the strategic aspect towards communicating brand messages clearly via the promotional mix, while expressing the values of the brand as well as the experience regarding ownership (Engelhardt, 2013). The activities relating to marketing take into consideration the following aspects, Exposure to marketing events organized in the national level as well as at the dealer level Campaigns relating to test-driving A test drive named The Skoda Challenge at dealerships where invitation are sent to the potential consumers for driving the Skoda car as well as cars of competitive brands Press advertisements at the local as well as national levels Television advertising regarding the values of the brands Public relations as well as activities regarding publicity with the print media as well as the broadcast media Activities regarding local sponsorship Dealers marketing in which dealers are provided the encouragement for integrating their marketing into national endeavours to have maximum impact. This is having the involvement to sponsor domestic events as well as to devise rewards for customers regarding customer loyalty (Ellwood, 2014). Skoda is having various communication goals to market the Octavia. These are, The Octavia is considered being a entirely new as well as modern car for appealing to various car segment consumers Skoda customers are getting much more in respect of their money in comparison to the models of the competitors The designing of Octavia is done with similar standards of quality like any products of Volkswagen Group The Octavia experience is considered being a Skoda experience (Kral, 2016) The advertising campaign in respect of Octavia will be comprising of clear-cut messages that should communicate the manner things should exist, which will show the design as well as specification of the car. This subject matter will be taking place across press, posters as well as television advertising, which will be explaining an exceptional marketing territory in respect of Skoda. This will be to communicate the experience regarding ownership as well as value of brands. Skoda has also assisted the dealers in the preparation of growth via marketing as well as product training (Kiezel, 2016). The press strategy is focusing on the aspect of communicating the ways by which Skoda did the changing of the involvement as well as investment of Volkswagen, new products, related products, new factories, new manufacturing plants, dealers and so on. All the aspects regarding the brand as well as the ways by which it is operating was communed to the press as well as public for creating a new understanding regarding the brand. Positioning is having the involvement of developing traits regarding the marketing mix like product as well as pricing in a manner that will be taking into consideration the views as well as insights of the customers. Simultaneously, the positioning process will be providing the products of Skoda with the major advantages over other products in every segment of the market. Skodas range of product is priced towards the markets lower end. With the Octavia, Skoda will be aiming towards, Satisfying the future needs of the market Setting the trend as well as pace regarding further growth Presenting as well as developing its individual identification Communicating the transformation of the Skoda brand Skoda Octavia is being positioned as a spacious as well as comfortable car blended with style. The unique selling proposition of the car is that it is spacious, comfortable as well as an experience for driving smoothly (Sethna, 2016). SWOT Analysis Strengths (S) Weaknesses (W) Having an engine that is smooth as well as refined assisted with better suspension Spacious interiors as well as legroom as well as headroom for the passengers Brand ownership that appeals to the target segment Having a brand name with a high recall within the target segment Presence of the assembly parts in countries such as Czech Republic, India, Russia, China and so on Being awarded as well as identified to be the finest cars in its section Skoda Octavia is not being able to penetrate into the economies that are emerging like the other competitive brands The product is slightly costly but has not been able to do the capturing of the premium market in relation to its potentiality Opportunities (O) Threats (T) Collaborating with the automobile entities for penetrating deeper within the market via distribution as well as servicing network Augmentation of the automobile market To attract increasing number of middle income class consumers via intensive channels of distribution (Pelkonen, 2014) The implementation of rapid technological innovations in upcoming cars Strong competition from the national car manufacturers Emergence of the future as well as concept cars (Russell-Jones, 2014) Message theme: Cognitive A cognitive message strategy will be presenting rational arguments for the customers. The designing of these message strategies are done for influencing the cognitive element regarding the attitude that is dealing with the beliefs as well as knowledge. When there occurs the use of a cognitive message strategy, the key message relating to the advertisement is concerned with the characteristics as well as advantages of Skoda Octavia models (Bax, 2013). Cognitive message strategies can be divided into five different kinds, which are considered as generic, pre-emptive, unique selling proposition, hyperbole as well as comparative. A standard cognitive message strategy is communicating directly the traits or advantages of Skoda Octavia models without claiming any kind of supremacy over other brands. This strategic aspect will be working in an effective manner when an organization is regarded as leader of the market. A pre-emptive cognitive message is having a strong claim depending upon th e particular traits or advantages regarding the Skoda Octavia models (Bauer, 2016). A unique selling proposition message strategy is focusing on a testable claim of distinctiveness regarding unique customer advantage. Unique Selling Proposition The unique selling proposition is considered to be an effective one since it is providing the customers with a clearly distinguished reason for selecting the Skoda Octavia brand over the other competitive brands. Moreover, when the brand will be possessing an ongoing competitive advantage, then the advertisement will be exploiting it (Hollis, 2013). Affective strategies Affective message strategies are designed for invoking feelings as well as emotions and matching them with the product or service regarding Skoda Octavia. The affective messages are seeking towards enhancing the product likeability, building the recall regarding the appeal, increasing the understanding of the advertisement as well as eliciting the emotional aspects that will be in turn influence the reasoning process of the customers and ultimately leading towards action (Rudolph, 2013). Affective strategies are falling into two segments viz., resonance as well as emotional. Resonance advertising is attempting towards connecting the Skoda Octavia models with the previous experiences of the customers towards developing stronger connections within the product as well as the customer. Emotional advertising is attempting towards eliciting strong emotions that are ultimately leading towards product recall as well as preferences that includes trust, dependability, security and so on (Moriarty, 2014). Luxury The luxury strategy is aiming towards the creation of the biggest brand value as well as pricing power by leveraging each and every intangible components relating to singularity that includes time, heritage, craftsmanship, respected customers and so on. This strategy is considered being the most effective strategy in the market. Safety Safety management within Skoda is considered being a legal compulsion that will be safeguarding against liabilities and will be reducing the lasting expenses of conducting business. The traits associated with the safety strategy are the having the desired style of management, selecting each and every safety programs, measuring the advancement as well as the continuous plan for communication (Buil, 2013). Allocation of budget Quarterly Advertisement Budget Category Q1 Q2 Q3 Q4 Total Expenses % of Total Total Expenses % of Total Total Expenses % of Total Total Expenses % of Total National Marketing $500.00 2% $200.00 1% $500.00 2% $400.00 2% Banner Ads $500.00 100% $200.00 100% $500.00 100% $400.00 100% Local Marketing $1,500.00 6% $1,500.00 7% $1,500.00 6% $1,500.00 6% Newspaper $600.00 40% $600.00 40% $600.00 40% $600.00 40% In-store Marketing $400.00 27% $400.00 27% $400.00 27% $400.00 27% POP $500.00 33% $500.00 33% $500.00 33% $500.00 33% Public Relations $1,800.00 8% $1,800.00 8% $1,800.00 8% $1,800.00 7% Public Events 0% 0% 0% 0% Sponsorships 0% 0% 0% 0% Press Releases $1,800 100% $1,800 100% $1,800 100% $1,800 100% Webinars 0% 0% 0% 0% Conferences 0% 0% 0% 0% Client Events 0% 0% 0% 0% Content Marketing $1,200.00 5% $1,200.00 5% $1,200.00 5% $1,200.00 5% Sponsored Content 0% 0% 0% 0% Landing Page $1,200.00 100% $1,200.00 100% $1,200.00 100% $1,200.00 100% White Papers/eBooks 0% 0% 0% 0% Social Media $600.00 3% $600.00 3% $600.00 3% $600.00 2% Twitter $100.00 17% $100.00 17% $100.00 17% $100.00 17% Facebook $100.00 17% $100.00 17% $100.00 17% $100.00 17% Pinterest $100.00 17% $100.00 17% $100.00 17% $100.00 17% Instagram $100.00 17% $100.00 17% $100.00 17% $100.00 17% Google+ $100.00 17% $100.00 17% $100.00 17% $100.00 17% LinkedIn $100.00 17% $100.00 17% $100.00 17% $100.00 17% Online $800.00 3% $800.00 3% $800.00 3% $800.00 3% Blog $800.00 100% $800.00 100% $800.00 100% $800.00 100% Website 0% 0% 0% 0% Mobile App 0% 0% 0% 0% Mobile Alerts 0% 0% 0% 0% Email Newsletter 0% 0% 0% 0% TOTALS $23,685 100% $23,050 100% $23,685 100% $25,460 100% Conclusion To conclude, it can be stated that the advertising campaign in respect of Octavia will be comprising of clear-cut messages that should communicate the manner things should exist, which will show the design as well as specification of the car. 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