marketing mix - page 7
Keywords: new marketing mix of Skoda
By finil on 15/05/2009
Level: Master's degree (MA, MBA, MSc, MEng, MRes, MPhil etc)
Page Number: 7 of 10 pages: 1 2 3 4 5 6 7 8 9 10(1998, Scholl)
The marketing plan will be about differentiated marketing strategy which is a market coverage strategy in which a firm decides to target several market segments and designs separate offers for each. In this case it is one segment with one design (Kotler 2003).
Differentiated marketing
8.1. Time scale
Car industry in presence is defined by long term development of new products and also with high requirements on safety and comfort . The car for the new segment of the car market can be build until three years with using the common platform with partner Volkswagen which produces family car Touran, and other models of the Volkswagen Group with the help of the study from the last year 2003 (see chapter 4.2.)
8.2. Entering the new market with - Skoda Roomster – The Family Car
At the start must be clear idea to whom the car offer. It may be a car for the family, for sport, and business use as well. Company at the present time produces for the car market of low middle class cars (Fabia), middle class (Octavia), high luxury class (Superb), and in the future is the company going to operate on the market of the higher middle class (Octavia II). Company after stopping the production of the first Octavia will have 3 model series.
My idea is to launch a new product Skoda Roomster based on the study performed in Frankfurt (see Appendix 1 – last picture). The five-seat compact family vehicle will have exceptionally flexible interior with a wide range of options for family, sport and business use. The Roomster will have an attractive and dynamic outer design and should have the same shape of the front mask as other Skoda models, but for this new market segment should look seriously, but with lot of features and possibilities inside of the car.
8.3. Advertisement and promotion
Advertisement which helped the company to change image from starting in 90’s “It is a car” to a slogan “Simply clever” can stay the same. Skoda need not to introduce brand, so can be concentrated on advertisement campaign only for the new type Roomster and its features and improvements. I recommend use the same ways of the advertising as in the last 10-15 years. It means TV, magazines and billboards. Promotion with charity, social, cultural and sport events may support the brand as it was in the past. (Marketing case study tutor2u.net/business/marketing/casestudy_skoda.asp) Public
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