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  • Marketing Objectives/ Budget Target Audience Selection of Action Objectives Communication Objectives & Positioning Creative ICS Media Strategy Campaign Tracking

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    Skoda is facing issues with its reputation and high rejection rates. The marketing objectives are to change perceptions of the brand, increase awareness, and improve attitudes. The target audience includes anyone who can drive, especially kids and grandparents who can influence vehicle purchases. The communication objectives are to position Skoda as providing value with a smart appearance, increase brand recall, and shift attitudes to be more positive. The campaign will use the slogan "It's a Skoda Honest" along with increased advertising, PR, and direct marketing through multiple media channels. Progress will be tracked. Similarly for Fiso/Mustang, the target is young people to change perceptions of those brands.

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    IMC

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    Skoda is facing issues with its reputation and high rejection rates. The marketing objectives are to change perceptions of the brand, increase awareness, and improve attitudes. The target audience includes anyone who can drive, especially kids and grandparents who can influence vehicle purchases. The communication objectives are to position Skoda as providing value with a smart appearance, increase brand recall, and shift attitudes to be more positive. The campaign will use the slogan "It's a Skoda Honest" along with increased advertising, PR, and direct marketing through multiple media channels. Progress will be tracked. Similarly for Fiso/Mustang, the target is young people to change perceptions of those brands.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    10 views2 pages

    Marketing Objectives/ Budget Target Audience Selection of Action Objectives Communication Objectives & Positioning Creative ICS Media Strategy Campaign Tracking

    Uploaded by

    teresacortezferreira
    Skoda is facing issues with its reputation and high rejection rates. The marketing objectives are to change perceptions of the brand, increase awareness, and improve attitudes. The target audience includes anyone who can drive, especially kids and grandparents who can influence vehicle purchases. The communication objectives are to position Skoda as providing value with a smart appearance, increase brand recall, and shift attitudes to be more positive. The campaign will use the slogan "It's a Skoda Honest" along with increased advertising, PR, and direct marketing through multiple media channels. Progress will be tracked. Similarly for Fiso/Mustang, the target is young people to change perceptions of those brands.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 2

    IMC- 6th November

    Skoda Case

    Marketing
    Objectives/
    Budget
    Change
    perceptionReputation
    Issue

    Decrease
    Rejection
    Small
    Budget

    Target Audience Selection of Communication


    Action Objectives
    Objectives &
    Positioning
    Rejectors
    -Positioning(Point of
    TargetMarket(directed for
    difference-value with
    the whole mix):Everyone
    smart appearance)
    who can drive
    -Brand
    TargetAudience:
    Awareness(Brand
    Kids,Grandparents(anyone
    Recall)
    that would influence the
    -Brand
    decision)
    Attitude(Change
    from negative to
    positive)
    Brand Purchase
    intention

    Creative ICS

    Its a skoda
    Honest
    Invest in
    Advertising
    (reach larger
    audience)
    PR
    Direct
    Marketing

    Media
    Strategy

    Campaign
    Tracking

    Marketing
    Objectives/Budge
    t
    Change the
    Perception:Fiso
    /Mustang

    Target Audience
    Selection of Action
    Objectives
    Young Generation

    Communication
    Objectives &
    Positioning

    Creative ICS

    Media
    Strategy

    Campaign
    Tracking

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