Skoda Marketing Analysis
Páginas: 3 (632 palabras)
Publicado: 25 de enero de 2013
Skoda Auto
A young new brand
Gray Cohort
PROBLEM: Skoda, a 100 years old Czech car manufacturer, is facing branding problems associated with previous products poor quality. Volkswagenacquired the company in 1991 and invested $1billion to revamp the production process and improve the quality of its cars. However, after addressing the problem customers still associate the Skoda brandwith poor quality cars. This negative association restricted sales to grow according to the company expectations, and is particularly stronger in the UK market where the company is about to launch itsnew model. This analysis is going to focus on a funnel analysis to understand the problem, three suggested solutions and a final recommendation to lunch successfully the Fabia model in the UK andimprove its sales to reach the 500,000 annual units goal.
FUNNEL ANALYSIS
The funnel analysis confirm that the greatest problem of the brand is in the awareness and image stages of the buying process.Although the brand recognition is the highest of the market (92%), Skoda has a negative perception associated with poor quality. This perception is linked to the image of the brand where only 3.5% ofthe customers will consider buying Skoda or other Korean brands that they compare with.
ALTERNATIVES
Focus on young people | Focus on middle class families | Focus on Taxi Drivers |
* Newgeneration that does not know the history of the brand. * Possibility to educate new customers. * Create new color catalogue and customizing features to satisfy the younger people needs. * CONS PROSCONS PROS
Young people will be old and since the loyalty of the brand is very high the strategy will be sustainable. * Possibility to target college students | * Affordable good quality cars.* Target a segment not interested in luxury, but in quality and price. * Compact, 4-doors, and fuel-efficient are characteristics that fit the segment. * The highest percent of the people in...
A young new brand
Gray Cohort
PROBLEM: Skoda, a 100 years old Czech car manufacturer, is facing branding problems associated with previous products poor quality. Volkswagenacquired the company in 1991 and invested $1billion to revamp the production process and improve the quality of its cars. However, after addressing the problem customers still associate the Skoda brandwith poor quality cars. This negative association restricted sales to grow according to the company expectations, and is particularly stronger in the UK market where the company is about to launch itsnew model. This analysis is going to focus on a funnel analysis to understand the problem, three suggested solutions and a final recommendation to lunch successfully the Fabia model in the UK andimprove its sales to reach the 500,000 annual units goal.
FUNNEL ANALYSIS
The funnel analysis confirm that the greatest problem of the brand is in the awareness and image stages of the buying process.Although the brand recognition is the highest of the market (92%), Skoda has a negative perception associated with poor quality. This perception is linked to the image of the brand where only 3.5% ofthe customers will consider buying Skoda or other Korean brands that they compare with.
ALTERNATIVES
Focus on young people | Focus on middle class families | Focus on Taxi Drivers |
* Newgeneration that does not know the history of the brand. * Possibility to educate new customers. * Create new color catalogue and customizing features to satisfy the younger people needs. * CONS PROSCONS PROS
Young people will be old and since the loyalty of the brand is very high the strategy will be sustainable. * Possibility to target college students | * Affordable good quality cars.* Target a segment not interested in luxury, but in quality and price. * Compact, 4-doors, and fuel-efficient are characteristics that fit the segment. * The highest percent of the people in...
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