ŠKODA – Next steps for a growing brand
Marketing, Christian Gertges
07. March 2012
About ŠKODA
ŠKODA AUTO - The 4th oldest car manufacturer with over a 100years tradition
1895
Václav Laurin and Václav Klement
found Laurin & Klement bikes
1905
Laurin & Klement produce their
first car, the Voituretta L&K Typ A
1925
Škoda Plzeň buys Laurin & Klement
and registers ŠKODA AUTO
1991
2009
2011
3
Joint venture with Volkswagen AG
ŠKODA has entered the SUV market
with the all new Yeti
New logo released
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
CONFIDENTIAL
Importance of ŠKODA for the Czech Republic
ŠKODA AUTO is the largest industrial company of the Czech
Republic
ŠKODA AUTO employs 24.714* full-time employees
Turnover: 8,7* Billion EUR
ŠKODA AUTO is an important sponsor of sporting and
cultural events
ŠKODA AUTO is an example for a successful transformation
from a local manufacturer to a global player
ŠKODA AUTO is an attractive employer for young graduates
with challenging international assignments and career
opportunities
* in 2010
4
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
Internationalization of ŠKODA
1991
30 markets
28% share of export
5
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
2010
104 markets
92% share of export
2010 production sites in CZ
Kvasiny
Superb, Yeti,
Roomster
Vrchlabí
Octavia
Production: 144.612
Staff: 3.772
Production: 73.746
Staff: 1.029
Prague
Germany
75 Km
135 Km
Pilsen
Ostrava
Mladá Boleslav
Octavia
Fabia
Production: 316.344
Staff: 19.873
6
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
Brno
Austria
2010 assembly plants abroad
Ukraine
(Solomonovo)
09/2002
Russia
(Kaluga)
10/2007
Kazakhstan
(Ust„-Kamenogorsk)
08/2005
China
(Shanghai)
03/2007
India
(Aurangabad)
10/2001
India
(Pune)
7/2009
7
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
ŠKODA Models
Rapid**
Development of the range of ŠKODA models
Yeti
Yeti
Superb
Combi
Superb
Combi
Superb
Superb
Octavia
Combi
Octavia
Combi
Octavia
Combi
Octavia
Octavia
Octavia
Superb
Superb
Superb
Octavia
Combi
Octavia
Tour
Combi
Octavia
Tour
Combi
Octavia
Tour
Combi
Octavia
Combi
Octavia
Combi
Octavia
Octavia
Tour
Octavia
Tour
Octavia
Tour
Octavia
Octavia
Octavia
Octavia
Tour
Combi
Praktik
Praktik
Praktik
Favorit
Felicia
Combi
Felicia
Combi
Felicia
Octavia
Tour
Roomster
Roomster
Forman
Felicia
Felicia
FUN
Fabia
Combi
Fabia
Combi
New Fabia
Combi
New Fabia
Combi
New Fabia
Combi
Pick-up
Pick-up
Felicia
Fabia
Fabia
New
Fabia
New
Fabia
New
Fabia
1996
1998
2001
2004
2010
2011
1991
9
Citigo*
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
Roomster
2007
* in CZ
** only in India
Overview – Actual ŠKODA model line-up
ŠKODA FABIA
ŠKODA YETI
ŠKODA Citigo
10
ŠKODA FABIA COMBI
ŠKODA ROOMSTER*
ŠKODA OCTAVIA
ŠKODA SUPERB
ŠKODA Rapid
(only in India)
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
* Also available as ŠKODA Praktik
ŠKODA OCTAVIA COMBI
ŠKODA SUPERB COMBI
Study “Vision D” from Geneva Motorshow 2011
11
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
Concept “Mission L” at Frankfurt Motorshow 2011
12
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
ŠKODA: Filling of these automotive segments
Hatchback
Notchback
Combi
Superb
Superb
Combi
Octavia
Octavia
Combi
Pickup/
SLW
MPV
SUV
B
Yeti
A
Mission L
Fabia
A0
Citigo
A00
13
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
Praktik
Fabia Combi
Combi
Roomster
ŠKODA is an important part of the VW group
14
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
ŠKODA is one of the ten brands of VW group*
Nutzfahrzeuge
* Plus shares in Suzuki and MAN, Porsche is still
independend
15
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
Variety of models within the VW group
16
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
Deliveries to Customers in VW Group - Actual Result 2011
Sales
vs. 2010
17
AKTIENGESELLSCHAFT
VOLKSWAGEN
in ths cars
8.160
+14,3%
1
2
3
4
5
5.091
1.303
879
529
350
4
2
3
1
5
+13,1%
+19,2%
+15,3%
+21,4%
+3,1%
Record sales in 2011
879.200
cars
18
ŠKODA continues it`s growth in 2012
• Kick-Start ( +10,2 % = 75.400 dtc in 01/12)
• Best result in January ever
• The very succesfull course of our Growth Strategy 2018 will continue
• Western Europe: + 10,8%
19
Role of the passenger car brands within the VW Group
Global
20
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
ŠKODA customers
Initial point: Learnings from customer brand study
/ ŠKODA is still an everyday, faceless brand.
/ Rational values „price/performance ratio“ and „functionality“ are established.
/ On the emotional side ŠKODA already claims „emotional security“ and „trust“.
=> We now should adjust and sharpen ŠKODA„s brand profile towards a
contemporary “conviviality” area whilst aiming for an integrated image and
position for the brand.
Be less:
- Traditional
- Conservative
- Distant
- Functional
(be more
emotional)
Stay:
- Quality image
- Belonging
- Togetherness
- Cosiness,
family and
friendly
atmosphere
- Reliability
- Trustful
Source: Synovate “Censydiam” Study, January 2008
22
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
Be More:
- Sociable
- Comforting
- Enjoyable
- Convivial
- Optimistic
- Open-minded
- Self-confident
- Enjoy company
of friends
- Cheerful
Old & new ŠKODA logos
Logo on
car
Logo in
communication
23
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
From new model
Since 03/11
ŠKODA brand claim
is
24
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
“Simply Clever”
ŠKODA brand DNA
“Understanding our
customers,
we will always put
them first.”
25
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
Changes in the needs of customers until 2020 –
who are our customers?
Mobility
Ownership
• Global increasing needs for mobility
• Less money of the customers for
mobility or different priorities in
budget
• Still demands for individualized
solutions for mobility
• Increasing demand for flexible
models of ownership, to decrease
product lifecycle costs
• Decreasing importance of a car as
a status symbol. The usage is more
and more important than
ownership
Product
Service
• High customer`s focus on aspects
like:
• Downsizing
• Individualization
• Buying- and running-costs
• Innovations in the product
• “Environmental Correctness”
26
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
• Demand for extensive offers of
service and support and above all
• Increasing demand for services,
which bundle all kinds of mobility
and near-by areas (media
integration, connectivity, etc.)
Media use and use of communication is changing for all
target groups
Past:
Today:
Classical media was
completly sufficiently to
reach whole family
TV
Every member of a familiy uses different media, in
different places and in different times.
Prints
Radio
Billboards
27
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
Countless communication
channels
What does this mean for the marketing?
Implementation of Simply Clever in the marketing
Simply Clever
› in products
› in processes
› in sales & marketing
Our view
Clever solutions with low
costs & investments
29
View of the customer
Clever solutions with a
high customer value
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
Competitor`s view
If we had invented this..
Simply Clever in marketing communication
› Communication (TV`s, radio..)
› Online Marketing (e.g. Social media,
Apps..)
› Motorshows
› Events & Sponsoring (Hockey, Tour
de France..)
Who
are
our customers?
30
Where can we
reach the
customers?
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
How do the
customers see
ŠKODA?
What can we learn
from the
customers?
Simply Clever in Marketing Communication
Update and Results in all six Dimensions
Brand Essence in
Communication
International
Structure and
Cooperation
Customer Insight
Cooperation with
Universities
Media Efficiency
and Effectiveness
Dialogue and
Interaction
ŠKODA Brand model and essence from claim
Understanding
our customers,
we will always
put them first.
Thoughtful
Thoughtful in the following sense: caring, attentive, considerate.
32
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
CONFIDENTIAL
The meaning of thoughtful – in practice
Tesco Case Study
Pre-ordering a delivery up to 3
weeks in advance for when you
get back from holiday
Texting you on the morning of
your delivery to let you know the
one hour slot it will be in
(effectively giving you an hour
back in your day)
Sunday deliveries up to 10pm
Quick shop using your last order
33
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
ŠKODA‟s future tone of voice
Because ŠKODA goes further to understand the wants,
needs, dreams and lives of its drivers and their
passengers, it communicates in a
fresh (surprising, smart, youthful)
Clear
Fresh
and
clear (straightforward, accessible, comprehensible)
Thoughtful
and / or
bold (confident, daring, cheeky)
way.
By doing so, it establishes and maintains a clear brand
tone that conveys „thoughtful‟.
Note: All our communication shall reflect all three
elements of our future tone of voice, however not always
to the same extent. This will depend on the car-line /
target group.
34
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
Bold
Thoughtfulness in the 4x4 Campaign
Classical Approach
We have a 4x4 technology and you should be impressed.
Thoughtful Approach
Making Safety Accessible
SKODA is thoughtful by providing customers with financially accessible
4x4 cars, which help our customers to consistently travel in a more
confident, and more importantly, safer manner.
Looking through our customers‟ eyes - Parents
We provide parents with safety of mind that they will be able to get
their children safely to school, no matter the weather and road
conditions.
We do not provide technology,
we are solving our customers‟ problems
35
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
„Thoughtful‟ in the 4x4/AllDrive Campaign - Prints
36
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
Simply Clever in Marketing Communication
Update and Results in all six Dimensions
Brand Essence in
Communication
Customer Insight
Media Efficiency
and Effectiveness
International
Structure and
Cooperation
Cooperation with
Universities
Dialogue and
Interaction
Clearer Customer Insight can be obtained from a more
detailed description of the Target Group
Customer Insight:
„A Day in the
Life of…“
Using expert data
sources and market
expertise of
importers and
agencies
Socio-Demographic
Description
NCBS
+
Basic Description
NCBS - New Car Buyer Study
Sigma – Study about social Milieus
TGI – Target Group media usage analysis
38
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
Sigma
Enriched and
Extended Description
+
TGI
Concrete and
Detailed Description
Example of a customer profile –
A normal day in life of Stefanie
Life
Stefanie is 34.
Holiday
&
nature
Sports & fitness
“I need an agile car,
which is practical and
all-round. A car which
fits to me and of
course to my family.
For sure the car must
be safe, enviromental
friendly and
affordable. It also
should elegant, but
with a
friendly charisma.
39
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
Balance
diet &
health
Friends
Communication touchpoints of Stefanie
40
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
Simply Clever in Marketing Communication
Update and Results in all six Dimensions
Brand Essence in
Communication
International
Structure and
Cooperation
Customer Insight
Cooperation
with Universities
Media Efficiency
and Effectiveness
Dialogue and
Interaction
Winter Semester PMx Projects in cooperation with
Prague University of Economics
100 students from the International Marketing major at VŠE
Topics are covered by groups of up to six students from different countries
Projects (examples):
Marketing
Feasibility of customer loyalty with a bonus-system
Possible brand cooperation with companies from other branches
Marketing Communication
Evaluation of online (focus on social media) activities: Do we really reach
our focused customers?
Marketing International
Attracting New Customer Groups
Product Marketing
Infotainment in cars
Car Configurator / trends, new ideas
Simply Clever measurements in products (Fabia, Superb)
42
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
Simply Clever in Marketing Communication
Update and Results in all six Dimensions
Brand Essence in
Communication
International
Structure and
Cooperation
Customer Insight
Cooperation with
Universities
Media Efficiency and
Effectiveness
Dialogue and
Interaction
Simply Clever in the digital world: Dialogue and Interaction
Be where the
people are
We should not force the
people to come to our
website, but we should
actively find our way to
them. Go where they already
are and not wait. This brings
us closer to our current and
future customers.
We should not be afraid of
experiments.
44
Listen and React
We have to be interactive,
which means communication
should not be one sided but a
dialogue.
We must be pro-active and
develop a world where our
clients are forced to enter
into a dialogue with us.
We have to be interpret our
customers‟ feedback and
learn from it.
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
A Better experience
than offline
communication
We have to offer added-value
in online communication. Offer
functionalities and means that
are not possible in the offline
world.
Applications that are useful for
our clients, that surprise them
positively and give him a great
user experience.
CONFIDENTIAL
Example of Simply Clever: Hockey App
TVCs
Stadion
Airports
Internet
Overall: 62.632 downloads
45 ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
Tour de France mobile application powered by ŠKODA
We branded the existing ASO TDF mobile application for Tour de France 2011
The app was available world wide except: USA, Canada, Norway, Denmark,
Sub-Saharan Africa, Australia, and New Zealand, where the sponsorship
rights are not available.
Downloads and ranking
Total Downloads: 363 000
Ranked 1st in 32 countries
46
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
Simply Clever in the digital world: Dialogue and Interaction
Be where the
people are
We should not force the
people to come to our
website, but we should
actively find our way to
them. Go where they already
are and not wait. This brings
us closer to our current and
future customers.
We should not be afraid of
experiments.
47
Listen and React
We have to be interactive,
which means communication
should not be one sided but a
dialogue.
We must be pro-active and
develop a world where our
clients are forced to enter
into a dialogue with us.
We have to be interpret our
customers‟ feedback and
learn from it.
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
A Better experience
than offline
communication
We have to offer added-value
in online communication. Offer
functionalities and means that
are not possible in the offline
world.
Applications that are useful for
our clients, that surprise them
positively and give him a great
user experience.
CONFIDENTIAL
The Engineer Klemens Laurin as a Human Touch Element
Customer Insight:
„Facebook is like a private party among friends. A company, that would like
to search for contacts there, should behave accordingly.“
48
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
CONFIDENTIAL
Simply Clever in the digital world: Dialogue and Interaction
Be where the
people are
We should not force the
people to come to our
website, but we should
actively find our way to
them. Go where they already
are and not wait. This brings
us closer to our current and
future customers.
We should not be afraid of
experiments.
49
Listen and React
We have to be interactive,
which means communication
should not be one sided but a
dialogue.
We must be pro-active and
develop a world where our
clients are forced to enter
into a dialogue with us.
We have to be interpret our
customers‟ feedback and
learn from it.
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
A Better experience
than offline
communication
We have to offer added-value
in online communication. Offer
functionalities and means that
are not possible in the offline
world.
Applications that are useful for
our clients, that surprise them
positively and give him a great
user experience.
CONFIDENTIAL
Car Configurator
Strategy workshop of members of the boards 06/11
Amazon (Best Practice)
Shown
6/2011
Car Configurator
Bestseller
Popularity of configurations
Buy in addition/Packets
„People, who buy…“
Extra equipment/Packets
e.g. 4 years warranty
Preview / Play mode
360°/3D preview
Comparison
Simply Clever
Translation
Models comparison
Special offers
Action model / Action packets
Customer Reviews
Response from customers
„Book of the month“
Comparison tests
We would like to understand our customers and offer active support
50
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
CONFIDENTIAL
Outlook in 2012: future customers relevant functionalities
Different customer needs…
51
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
CONFIDENTIAL
… means different customer journey on the web
2
1
5
52
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
3
4
SKODA Car Casting
Customers can
experience the website
in two different ways,
fast and direct (Adam)
or with assistance, with
receiving help to
choose the best car
based on their specific
needs (Eva).
New concept of model
pages for the SKODA
website, which is
constructed as a
consulting tool, which
should reflect user
journey and help our
customers throughout
our site (in all places
where customer is
present – website, car
configurator).
CONFIDENTIAL
Simply Clever in Marketing communication –
what do we want to achieve?
› Customer oriented in positioning
› Getting relevance in our message
› Internationalization of brand
appearance
› Focused usage of media channels
› Interactive dialog with our
customers
53
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
Simply Clever in Marketing Communication:
Next steps
Development of ´thoughtful´
campaigns together with
importers
54
Anouncing of new agencies and
establshing them into the Hot
House
Constant generation and
usage of customer insights
Cooperation with Universities
Continuious media optimization and
securing of savings; Running a
marketing spend effectiveness study and
benchmark journey with McKinsey
Launch of Citigo also via
Facebook; Developement and
Roll-out of a CRM Toolbox
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
CONFIDENTIAL
We`re looking for talents..
Contacts:
• Marketing:
• Christian.gertges@skoda-auto.cz
• All other departments:
• http://www.skoda-auto.com/en/career/Pages/homepage.aspx
55
ŠKODA – Next steps for a growing brand, PM, C.Gertges, 07/03/2012
Thank You.