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

Agenda About ŠKODA Sim ply Clever Marketing The role of the I nternational Marketing Team 1 ŠKODA – Next steps for a growing brand, PMI , C. Hohmann, 2012

Strategic goals of the internationalized m arketing function at ŠKODA HQ To establish an internationally consistent brand perception 1 while achieving a new quality in our com m unication. To support im porters in their com m unication activities and 2 to establish best practice sharing and synergies . To reach qualitative and quantitative goals of Sim ply 3 Grow strategy as related to brand communication. 2 ŠKODA – Next steps for a growing brand, PMI , C. Hohmann, 2012

Team Marketing I nternational Christoph Hohm ann Sunny Holanová (Special projects) Marketing Media CRM Consulting Libor Jakub Šedivák Ková � ik Jean- Luc Barbier (Media (CRM coordinator) coordinator) (Coordinator WE) Tom asz Mike Köppe Anna Viktor Piasny Pavel Jirák (Media specialist) �� ezinová Navrátil (Coordinator (CRM (CRM (ext. CRM CEE) coordinator) coordinator) coordinator) Jakub Jozsef Pr � cha Anna Tom áš Keszler (Media specialist) Popelková Svoboda (Coordinator SE) (CRM specialist) (CRM specialist) Tarun Jha Andrea (Coordinator Non-European Pfeiferová markets) (CRM specialist) 9 Nationalities 3 ŠKODA – Next steps for a growing brand, PMI , C. Hohmann, 2012

Tasks of the Marketing I nternational team s Marketing Consultants Media CRM Ensuring consistent Steering media Synchronizing all CRM ŠKODA image worldwide, communication and relevant activities across communicating global controlling all media HQ departments; brand strategy; investments; Providing CRM guidelines Increasing marketing Monitoring and supporting and toolboxes to all efficiency via one interface new media approaches; ŠKODA markets; for all marketing issues between HQ and markets; Advising countries on how Supporting roll-out of to optimize their media central CRM@VWG Sharing marketing best spent. infrastructure and practices. systems. 4 ŠKODA – Next steps for a growing brand, PMI , C. Hohmann, 2012

Agency landscape – Status quo 2 0 1 1 ŠKODA Auto HQ – Marketing function I mporters' I nput I mporters' I nput Leagas Delaney MediaCom Importer’s Importer’s Importer’s Importer’s Importer’s Importer’s Importer’s Importer’s Advertising Advertising Advertising Advertising Media Media Media Media Agency Agency Agency Agency Agency Agency Agency Agency › 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) 5 ŠKODA – Next steps for a growing brand, PMI , C. Hohmann, 2012

ŠKODA „Hot House“ – All partners under one roof ŠKODA - „Hot House“ Marketing Team Advisory Board 1 Importer´ s Importer´ s input input ATL 2 Online CRM Media Leagas Sinner DraftFCB MediaCom Delaney Schrader Local Importer´ s Importer´ s Importer´ s Local Local Local Other local Leagas Advertising Advertising Advertising MediaCom MediaCom MediaCom m edia office agency agency agency office office office agency › 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 1 Under the lead of Leagas Delaney 2 „we are fallon´ as 2nd agency during peak times 6 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 KNOW LEDGE Strategic Operative MRT MRT › 4 times per year › 7 times per year EXCHANGE › MDs from G10 › Marketing Directors biggest markets from G10 biggest EXPERI ENCE › Location: Prague markets › Rotating guests › Rotating locations 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 MRT = Marketing Round Table MDs = Managing Directors 7 ŠKODA – Next steps for a growing brand, PMI , C. Hohmann, 2012

Training and enabling Marketing Managers from sm aller m arkets via Marketing Orientation Day 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 8 ŠKODA – Next steps for a growing brand, PMI , C. Hohmann, 2012

„Hot House“ and practical im plem entation - Exam ple: Citigo target groups and launch cam paign 9 ŠKODA – Next steps for a growing brand, PMI , C. Hohmann, 2012

Target group definition and description Customer Insight: „A Day in the Life of…“ Socio-Demographic Description Using expert data sources and market expertise of importers and agencies NCBS + Sigma + TGI Basic Description Enriched and Concrete and Extended Description Detailed Description NCBS - New Car Buyer Study Sigma – Study about social Milieus TGI – Target Group media usage analysis Defining the target Enriching this definition Creating a “real” groups based on real with additional data persona data (NCBS, Sigma) sources 10 ŠKODA – Next steps for a growing brand, PMI , C. Hohmann, 2012

„A day in the life“ of Marco Fun Marco is 22 years old. City life University Friends Chat “I want an agile car that makes sense for the Studying city and matches my style: It should Music be fun to drive yet affordable and look good, His father: “For my son I want a car but please no that I can rely on – cost- and „toy car“! safety-wise.” 11 11 ŠKODA – Next steps for a growing brand, PMI , C. Hohmann, 2012

Marco and his m edia touchpoints 12 ŠKODA – Next steps for a growing brand, PMI , C. Hohmann, 2012

“A day in the life” of Stefanie Lifestyle Stefanie is 35 years old. Holidays & Nature Sport & Fitness “I need an agile car without compromising on quality, comfort and safety, at an attractively affordable price. Of Food course, it also needs Friends & to be Health environmentally friendly and look elegant with a friendly smile.” 13 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

Custom er I nsight: Media Budget Allocation as a Consequence of Target Group Media Consum ption Patterns Exam ple of Citigo Form er standard m edia m ix Citigo: Media Mix reflecting clients’ changed m edia behavior 3 % I NTERNET 3 0 % DI GI TAL: Facebook, Youtube, Applications, Search, Banners, Contests: 7 % OUTDOOR interactivity and dialogue with target group 1 0 % RADI O 3 0 % OUTDOOR: � targeted Public transport incl. digital formats for a better involvement with 2 0 % PRI NT target group � involving 0 -1 0 % PRI NT Supportive role, mainly PR formats � interactive 2 5 % TV: 6 0 % TV Careful selection of TVC placment (relevant content) and usage of niche channels 5 % CI NEMA 3D Spot & interactive game 15 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 9 print m otifs with 10 TVCs feat. Citigo Highlights, incl. Social Media Citigo Highlights Anastacia radio version „Deeper Love“ Music video DJ Tiësto Facebook & YouTube feat.Anastacia „Deeper Love“ Launch catalogue incl. links to online Music video Anastacia social networks radio vers. „Deeper Love“ Tiësto Charity Citigo(s) Tiësto Citigo Club Tour „Meet“ app Online model page SD card promotion Stefanie Draft with Anastacia unplugged Marco 17 ŠKODA – Next steps for a growing brand, PMI , C. Hohmann, 2012

Thank You.