About ŠKODA Simply Clever Marketing The role of the...

Agenda

1 ŠKODA – Next steps for a growing brand, PMI, C. Hohmann, 2012

About ŠKODA

Simply Clever Marketing

The role of the International Marketing Team

Strategic goals of the internationalized marketingfunction at ŠKODA HQ

To support importers in theircommunication activities andto establish best practicesharing and synergies.

To establish an internationallyconsistent brand perceptionwhile achieving a new qualityin our communication.

To reach qualitative andquantitative goals of SimplyGrow strategy as related tobrand communication.

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2

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Team Marketing International

Christoph Hohmann

MediaMarketingConsulting CRM

Jean-LucBarbier

(Coordinator WE)

TomaszPiasny

(CoordinatorCEE)

JozsefKeszler

(Coordinator SE)

Tarun Jha(Coordinator

Non-Europeanmarkets)

LiborŠedivák

(Mediacoordinator)

SunnyHolanová

(Special projects)

JakubKová ik

(CRMcoordinator)

Mike Köppe(Media specialist)

JakubPr cha

(Media specialist)

Annaezinová

(CRMcoordinator)

Pavel Jirák(CRM

coordinator)

ViktorNavrátil(ext. CRM

coordinator)

AnnaPopelková(CRM specialist)

AndreaPfeiferová(CRM specialist)

TomášSvoboda

(CRM specialist)

9 Nationalities


Ensuring consistentŠKODA image worldwide,communicating globalbrand strategy;

Increasing marketingefficiency via one interfacefor all marketing issuesbetween HQ and markets;

Sharing marketing bestpractices.

Steering mediacommunication andcontrolling all mediainvestments;

Monitoring and supportingnew media approaches;

Advising countries on howto optimize their mediaspent.

Synchronizing all CRMrelevant activities acrossHQ departments;

Providing CRM guidelinesand toolboxes to allŠKODA markets;

Supporting roll-out ofcentral CRM@VWGinfrastructure andsystems.

Tasks of the Marketing International teams

Marketing Consultants Media CRM


ŠKODA Auto HQ – Marketing function

Leagas Delaney MediaCom

› No specialized Online/Digital agency and no specialized CRM agency on HQ Level› No “pressure valve” for peak times in the creative/production process› No clear guidelines for importers´ agencies (e.g. scope-of-work, local fees, local production of

creative assets)

Importer’sAdvertising

Agency


Agency


Agency


Agency

Importer’sMediaAgency




Importers' InputImporters' Input

Agency landscape – Status quo 2011


ŠKODA „Hot House“ – All partners under one roof

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Importer´sinput

Importer´sinput

Advisory Board1

LocalLeagasoffice

Importer´sAdvertising

agency


agency


agency

LocalMediaCom

office

LocalMediaCom

office

LocalMediaCom

office

Other localmediaagency

ATL2

LeagasDelaney

Online

SinnerSchrader

CRM

DraftFCB

Media

MediaCom

ŠKODA - „Hot House“Marketing Team

1 Under the lead of Leagas Delaney2 „we are fallon´ as 2nd agency during peak times

› Improved processes: Intensive involvement of importers in the campaign development process› Higher efficiency: Centralization of the development and production of (TV) campaigns; local

agencies to focus only on local adaptation of central campaigns and local tactical campaigns (withprior sign-off by HQ); local agency contracts to be revised accordingly

› Higher effectiveness: No need to “re-invent the wheel” in the markets. Savings (production costs,agency fees) to be invested in media

› Better results: Consistently high quality of communication throughout all channels and markets

ŠKODA – Next steps for a growing brand, PMI, C. Hohmann, 2012

Involvement of importers through Marketing RoundTables and working groups

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Target:Usage of the extended resource pool (e.g. working groups)

Buy-in of importers and consequently commitmentBest Practice exchange

SynergiesReal market penetration

StrategicMRT

OperativeMRT

MRT = Marketing Round Table MDs = Managing Directors

› 4 times per year› MDs from G10

biggest markets› Location: Prague

› 7 times per year› Marketing Directors

from G10 biggestmarkets

› Rotating guests› Rotating locations


KNOWLEDGE

EXCHANGE

EXPERIENCE

Training and enabling Marketing Managers from smallermarkets via Marketing Orientation Day

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Goals: Enhance level of professionalism and marketing competencyBuild communication platform between (smaller) importers and HQIncrease overall understanding of strategic brand goalsExplain and integrate the international communication strategyCreate jointly a national communication planControl media spending and media mix, show optimization potentialsCoach on CI/CD guidelines and police CI/CD complianceExplain central CRM strategy and assess CRM capabilities in the marketsShow how to combine marketing and PR to increase communication impactIdentify open issues/concerns in the marketsShare best practices / push for synergies

Target GroupMarketing Directors from non MediaCom / non MRT marketsNewly appointed Marketing Directors from larger markets

Fully-integrated, cross-functional marketing initiation program


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„Hot House“ and practical implementation -Example: Citigo target groups and launch campaign


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Target group definition and description

+NCBS Sigma

Socio-DemographicDescription

Customer Insight:

„A Day in the Lifeof…“

Using expert datasources and market

expertise of importersand agencies

NCBS - New Car Buyer Study Sigma – Study about social Milieus TGI – Target Group media usage analysis

+Basic Description Enriched and

Extended DescriptionConcrete and

Detailed Description

TGI


Defining the targetgroups based on realdata (NCBS, Sigma)

Enriching this definitionwith additional datasources

Creating a “real”persona

„A day in the life“ of Marco

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Marco is 22 years old.

His father: “For my son I want a carthat I can rely on – cost- and

safety-wise.”

“I want an agilecar that makessense for thecity andmatches mystyle: It shouldbe fun to driveyet affordableand look good,but please no„toy car“!

City life

University

Fun

Friends

Studying

Chat

Music


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Marco and his media touchpoints


“A day in the life” of Stefanie

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Stefanie is 35 yearsold.

“I need an agile carwithout

compromising onquality, comfort and

safety, at anattractively

affordable price. Ofcourse, it also needs

to beenvironmentallyfriendly and lookelegant with afriendly smile.”

Holidays & Nature

Friends

Lifestyle

Food&

Health

Sport & Fitness


Stefanie and her media touchpoints


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Customer Insight: Media Budget Allocation as a Consequenceof Target Group Media Consumption PatternsExample of Citigo

targeted

involving

interactive

Former standard media mix Citigo: Media Mix reflecting clients’ changed media behavior

60% TV

20% PRINT

10% RADIO

7% OUTDOOR

3% INTERNET

30% OUTDOOR:Public transport incl. digital formats for a better involvement withtarget group

30% DIGITAL:Facebook, Youtube, Applications, Search, Banners, Contests:interactivity and dialogue with target group

0-10% PRINTSupportive role, mainly PR formats

25% TV:Careful selection of TVC placment (relevant content) and usage ofniche channels

5% CINEMA3D Spot & interactive game


Creative concept

Due to the new possibilities of the digital world young people tend to meetmore often online than in real life. But isn´t real life so much better actually?

After (Facebook) and (Twitter) comes:

We offer a real-life alternative to the virtual world:

ŠKODA Citigo.Your new Communication Tool.


Target group focused & integrated via all media touch points

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9 print motifs withCitigo HighlightsSocial Media

Facebook & YouTube

Launch catalogue

Stefanie

Marco

Online model page

10 TVCs feat. Citigo Highlights, incl.Anastacia radio version „Deeper Love“Music video DJ Tiësto

feat.Anastacia „Deeper Love“

„Meet“ app

SD card promotionwith Anastacia unplugged

incl. links to onlinesocial networks

Tiësto CitigoClub Tour

Tiësto Charity Citigo(s)

Draft

Music video Anastaciaradio vers. „Deeper Love“


Thank You.

About ŠKODA Simply Clever Marketing The role of the...

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