SK DA

PR JECT

Petr Perinka2MO403Thursday 1615

Identification of a brand of watches to match

AND/ORIdentification of possible co-branding opportunities

GOALS

„The others“When Gregory meets AudreyPersonal Matrix of Keanu ReevesGet know Gaylord´s family…… and welcome to circle of joy 7 Ps of Daniel CraigOther ideas

OUTLINE

COOPERATION

• Tour de France• Nike• Adidas• Lancel• TITAN

- luxury - expensive - prestigious - no mass - comfort - quality - unique

- successful businessmen

- „celebrities“ - people who

need to show their status

- image - brand loyalty

CHARACTERISTIC TARGET MARKET

Our partner must be the sameas our communication strategy…

Fresh

Clear

Bold

It must be simply MORE clever…

IT MUST BE LIKE…

LW ARE…

WINWIN

BUT WHO´s GONNA BE HIS AUDREY?

New

PlayfulFresh

Young

Creative

Let´s ask Keanu Reeves…

ARE THEY THE PERFECT COUPLE?

STRENGTHSOPPORTUNITI

ES

WEAKNESSES

THREATS

Awarness of both brands;Emocional connection;Common philosophy;Two big/stable companies;High brand power;Price

LEGO is not established as watchcompany;Costs of inventing new kind of watches?

Fear of LEGO watches quality;Loosing high society segment;

Cultural trends;Enormous potencial of sharing

ideas;Empty space on watches market;

Economic crisis

STRENGTHS OPPORTUNITIES

WEAKNESSES THREATS

Stable company (with stable mother);High brand power;Public openness;Price/performance ratio;Newness;Visuality;Interior (size, accessories,…)

Perception of a brand on specific Markets:as „cheap“ (UK and France)or too traditional (Czech Rep.);Absence of social connections (somehow you cannot fall in love with her);Launch strategy in CZ;Too wide and obscure target group

Overheating chinese economyPotential launch of cheaper cars

in India or China;Targeting acceleration

Cultural trends;Growing wealth on key markets;

Europe debt crisis;Growing demand for „Green tec“

solutions in Europe

Technological trends;Growing number of competitors;

Economic reaction of big entertainment players such as

WB or WD;Licence politics;

STRENGTHS OPPORTUNITIES

WEAKNESSES THREATS

Emotional connection;Stable company;High brand power;Brand awareness;Multigenerational effect;Tradition; Creativity;Worldwide consumer base;Market domination;Public openness;Variable watches (size, colours,…);Price/Performance

Low adaptability on technological shifts,Gender inequality;New lines of kit;Young company = questionable quality

Social trends;Publicity potential;

Movie and culture grouping;Market of Adults;

Shifting from functionality to image

STRENGTHS OPPORTUNITIES

WEAKNESSES THREATS

Emotional connection;Stable company (with stable

mother);High brand power;Public openness;

Nothing?!

Too childish for SKODA?Too boring for LEGO?

Cultural, Social, Economic trends;

STRENGTHSOPPORTUNITI

ES

WEAKNESSES

THREATS

Emotional connection;Common philosophy;High brand power;Price/performance;Variability;„Family thing“

LEGO (Click Time) is not established as watch company;

Fear of LEGO watches quality;Loosing high society segment of

SKODA;

Cultural trends;Enormous potencial of sharing

ideas;Empty space on watches market;

Economic crisis

qe

BID/ASK Idealism from childhood

Identification with the brand

Family connectionSpread the word about watches

Family car segment

„Quality thing“

Forget about Stefanie…

TARGET GROUP…and imagine family!

Works in a middle-sized companyUses Social MediaIs interested in global issuesUses internet on everyday basisFeels younger than he is

HE …

Caring fatherYoung (33)FriendlyOpen-mindedSociableMiddle classedActiveOptimistic

HE IS…

„We want the best for our children.“„Quality of life is more than money for us.“„We believe that everybody deserve respect

and care.“„We love meeting friends and having fun with

them.“„We like modern lifestyle but sometimes we

sin against healthy food. You live only once.“„We prefer quality and we are ready to pay

more for it.“

HE SAYS…„Gaylord speaks in plural,

because family is always first for him…“

MAIN CONCEPT

CAMPAIGN „I was also young“O

BJE

CTIV

ES SKODA-LEGO watches are cooler than cool

SKODA-LEGO watches are part of youYou know lego and you know SKODAYou love lego and you love SKODAWhen you look at Citigo watches you will see

your familyYou know your values but also know that fun

is importantYou love your life – these watches are about

you; about your childhood and childhood of your (future) children

P PP

P

PP P

Completely onlineMainly social sites, movie pages and

mainstream online mediaUse the button = do not forget you were a

childInvitation of important bloggers, critics and

media on pre-launch co-brand presentation

Main event: UK launch of Citigo would be perfect

CAMPAIGN

PACKAGING

THANK YOU