Agenda About KODA Sim ply Clever Marketing The role of the I - - PowerPoint PPT Presentation

Agenda

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

About ŠKODA Sim ply Clever Marketing The role of the I nternational Marketing Team

Strategic goals of the internationalized m arketing function at ŠKODA HQ

To support im porters in their com m unication activities and to establish best practice sharing and synergies. To establish an internationally consistent brand perception while achieving a new quality in our com m unication. To reach qualitative and quantitative goals of Sim ply Grow strategy as related to brand communication.

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

Team Marketing I nternational

Christoph Hohm ann Media Marketing Consulting CRM

Jean- Luc Barbier

(Coordinator WE)

Tom asz Piasny

(Coordinator CEE)

Jozsef Keszler

(Coordinator SE)

Tarun Jha

(Coordinator Non-European markets)

Libor Šedivák

(Media coordinator)

Sunny Holanová

(Special projects)

Jakub Kováik

(CRM coordinator)

Mike Köppe

(Media specialist)

Jakub Prcha

(Media specialist)

Anna ezinová

(CRM coordinator)

Pavel Jirák

(CRM coordinator)

Viktor Navrátil

(ext. CRM coordinator)

Anna Popelková

(CRM specialist)

Andrea Pfeiferová

(CRM specialist)

Tom áš Svoboda

(CRM specialist)

9 Nationalities

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

Ensuring consistent ŠKODA image worldwide, communicating global brand strategy; Increasing marketing efficiency via one interface for all marketing issues between HQ and markets; Sharing marketing best practices. Steering media communication and controlling all media investments; Monitoring and supporting new media approaches; Advising countries on how to optimize their media spent. Synchronizing all CRM relevant activities across HQ departments; Providing CRM guidelines and toolboxes to all ŠKODA markets; Supporting roll-out of central CRM@VWG infrastructure and systems.

Tasks of the Marketing I nternational team s

Marketing Consultants Media CRM

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

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’s Advertising Agency Importer’s Advertising Agency Importer’s Advertising Agency Importer’s Advertising Agency Importer’s Media Agency Importer’s Media Agency Importer’s Media Agency Importer’s Media Agency

I mporters' I nput I mporters' I nput

Agency landscape – Status quo 2 0 1 1

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

ŠKODA „Hot House“ – All partners under one roof

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Importer´ s input Importer´ s input

Advisory Board1

Local Leagas

• ffice

Importer´ s Advertising agency Importer´ s Advertising agency Importer´ s Advertising agency Local MediaCom

• ffice

Local MediaCom

• ffice

Local MediaCom

• ffice

Other local m edia agency

ATL2

Leagas Delaney

Online

Sinner Schrader

CRM

DraftFCB

Media

MediaCom

ŠKODA - „Hot House“ Marketing Team

1 Under the lead of Leagas Delaney 2 „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 (with prior 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

I nvolvem ent of im porters through Marketing Round Tables and w orking groups

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Target: Usage of the extended resource pool (e.g. working groups) Buy-in of importers and consequently comm itment Best Practice exchange Synergies Real market penetration Strategic MRT Operative MRT

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 biggest markets › Rotating guests › Rotating locations

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

KNOW LEDGE EXCHANGE

EXPERI ENCE

Training and enabling Marketing Managers from sm aller m arkets via Marketing Orientation Day

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Goals: Enhance level of professionalism and m arketing com petency Build communication platform between (smaller) importers and HQ Increase overall understanding of strategic brand goals Explain and integrate the international comm unication strategy Create jointly a national communication plan Control media spending and media mix, show optimization potentials Coach on CI/ CD guidelines and police CI/ CD compliance Explain central CRM strategy and assess CRM capabilities in the markets Show how to combine marketing and PR to increase communication impact Identify open issues/ concerns in the markets Share best practices / push for synergies Target Group Marketing Directors from non MediaCom / non MRT markets Newly appointed Marketing Directors from larger markets

Fully-integrated, cross- functional m arketing initiation program

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

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„Hot House“ and practical im plem entation - Exam ple: Citigo target groups and launch cam paign

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

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Target group definition and description

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NCBS Sigma

Socio-Demographic Description Customer Insight: „A Day in the Life

• f…“

Using expert data sources and market expertise of importers and agencies

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

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Basic Description Enriched and Extended Description Concrete and Detailed Description

TGI

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

Defining the target groups based on real data (NCBS, Sigma) Enriching this definition with additional data sources 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 car that I can rely on – cost- and safety-wise.” “I want an agile car that makes sense for the city and matches my style: It should be fun to drive yet affordable and look good, but please no „toy car“! City life University Fun Friends Studying Chat Music

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

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Marco and his m edia touchpoints

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

“A day in the life” of Stefanie

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Stefanie is 35 years

• ld.

“I need an agile car without compromising on quality, comfort and safety, at an attractively affordable price. Of course, it also needs to be environmentally friendly and look elegant with a friendly smile.” Holidays & Nature Friends Lifestyle Food & Health Sport & Fitness

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

Stefanie and her m edia touchpoints

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

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Custom er I nsight: Media Budget Allocation as a Consequence

• f Target Group Media Consum ption Patterns

Exam ple of Citigo

targeted involving interactive Form er standard m edia m ix Citigo: Media Mix reflecting clients’ changed m edia behavior 6 0 % TV 2 0 % PRI NT 1 0 % RADI O 7 % OUTDOOR 3 % I NTERNET 3 0 % OUTDOOR: Public transport incl. digital formats for a better involvement with target group 3 0 % DI GI TAL: Facebook, Youtube, Applications, Search, Banners, Contests: interactivity and dialogue with target group 0 -1 0 % PRI NT Supportive role, mainly PR formats 2 5 % TV: Careful selection of TVC placment (relevant content) and usage of niche channels 5 % CI NEMA 3D Spot & interactive game

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

Creative concept

Due to the new possibilities of the digital world young people tend to meet more 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 Com m unication Tool.

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

Target group focused & integrated via all m edia touch points

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9 print m otifs with Citigo Highlights Social 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 promotion with Anastacia unplugged

• incl. links to online

social networks Tiësto Citigo Club Tour Tiësto Charity Citigo(s)

Draft

Music video Anastacia radio vers. „Deeper Love“

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

Thank You.