Professional Documents
Culture Documents
rebirth of a brand.
Skoda
Why does a Skoda have a heated
rear windscreen?
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A wheelbarrow
These Things
History of Skoda
• 3rd oldest manufacturer
• 40 year monopoly in a
command economy
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• In 1989 The Velvet Revolution
led to a search for a partner
Manufacturer Sales
Vauxhall Corsa 108, 387
Ford Fiesta 95,887
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A New Launch
The Fabia was launched with a number of
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But … more work needed to
Improve brand image
Skoda Marketing
• Skoda has some fun in
advertising…
Distribution
• By 2003 – Skoda dealer
networks expanded
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• Architecturally superb,
ergonomically
designed ‘flying wing’
showrooms
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• By 2004/05 there are
waiting lists! (people
actually wanted one!)
Promotion
- Self deprecating
"The Fabia is a car so
good that you won't
believe it's a Skoda“
- Award winning
Campaign Results
A change in perception of
the Skoda brand
Waiting lists!!
•
New models like the R.S
Results
•UK market share increased
•
•Ranked 2nd overall in 2005 (J.D.Power, Customer
satisfaction)
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•All Skoda models ranked in top 10
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•98% of skoda owners would recommend to a friend, 95%
would purchase again
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•Skoda overall satisfaction rating 87%
Further Results
• The ŠKODA HOLDING group ended the
first nine months of 2007 with an
operational profit of 1.6 billion 1,6
billion Euros.
•
• “We anticipate that the results for 2007
will be the best since the
establishment of ŠKODA HOLDING
group in 2000. We are expecting
revenue levels bordering on 13 billion
Crowns and newly received contracts
with a volume of 27 billion Crowns,”
ŠKODA HOLDING CEO Jiří
Zapletal.
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Summary
•Maintained solid growth level
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•Set up strategic partnerships with suppliers and
distributors
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•Created a loyal customer base
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•Expanded customer base
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Conclusion
•Skoda has always had a well known brand
image, but now it’s a positive one.
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•Negative attitudes were successfully changed
due to a strong marketing strategy.
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•VW put an end to the Skoda jokes
successfully marketing the auto’s merits
•
•The product has gone from ‘the brand from
hell to one hell of a brand!’
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