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šKoda rapid launch case study 09.04.2013 (nx power-lite) (nxpowerlite)

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šKoda rapid launch case study 09.04.2013 (nx power-lite) (nxpowerlite)

  1. 1. ŠKODA Rapid | Case Study
  2. 2. Looking Back: Launch of The ŠKODA Rapid Design concept launched at the Frankfurt Motor Show SOP – Rapid & Prof. Dr. Winfried Vahland’s press briefing Rapid media drives - Jaipur ŠKODA Rapid launched in India Exclusive - Autocar (Spy shots) Spokes-person seeding Geneva Motor Show 2011 Exclusive - NDTV C&B show
  3. 3. Looking Back: Launch of The ŠKODA Rapid ŠKODA launches the new Rapid Ad Campaign Auto Expo, Delhi ŠKODA Rapid regional drives ŠKODA Rapid automotive drives • Long term test drives • Feature test drives • Comparison test drives Automotive Awards 2012 ŠKODA Rapid Regional Drives
  4. 4. Pre Launch – Spokesperson seeding
  5. 5. Pre Launch – Exclusives
  6. 6. Pre Launch – Frankfurt Motor Show Key Message covered by the media  ŠKODA previewed its MissonL concept  The car based on Mission L concept will fill in the gap between Fabia and Octavia.  It will be a 5 door hatchback cum saloon. Skoda has the plans to launch 4 door hatchback for the Indian market
  7. 7. Pre Launch – Start of Production Key Message covered by the media  ŠKODA to start the production of its entry level sedan ŠKODA Rapid from the Chakan plant in Pune, India. Rapid is the first car which has been designed keeping in mind the special needs of Indian customers ŠKODA’s Fabia was produced there and they are happy to roll-out Rapid from Pune as well The commencement f production of Rapid is in line with the company's 2018 growth strategy, which aims to double sales globally to 1.5 million units It will be launched in India by the end of the year to draw bigger volumes, before it debuts in Europe and China. It has the potential to cross the volumes of the Fabia PR Value Medium PR Value (in Euros) Print 142,478 Electronic 124,045 Online 833
  8. 8. Spokesperson Seeding ŠKODA’s entry level sedan will come to India by end of 2011 ŠKODA’s entry level sedan will come to India by end of 2011
  9. 9. Pre Launch – Rapid Drives
  10. 10. Print Coverage– Start of Production
  11. 11. Pre Launch – Rapid Drives at Jaipur Key Message covered by the media : ŠKODA Rapid is likely to make a distinct identity in the premium sedan segment in the domestic market and proves to be a great threat to the existing brands in the coming time It is the Volkswagen Vento with a fair number of improvisations The design is simple, fresh and functional, thus appealing to the general Indian population PR Value Medium PR Value (in Euros) Print 182,707 Electronic 187,953 Online 2,013
  12. 12. Media Drives – A turning point for The ŠKODA Rapid Why the Rapid drives worked? Result: Positive Media Feedback
  13. 13. Media Drives – A turning point for The ŠKODA Rapid
  14. 14. Print Coverage– Rapid Drives at Jaipur
  15. 15. Coverage : Auto Trade Magazines covers
  16. 16. Print Coverage– Rapid Drives at Jaipur
  17. 17. Coverage : Auto Trade Magazines
  18. 18. Print Coverage– Rapid Drives at Jaipur
  19. 19. Electronic Coverage– Rapid Drives at Jaipur
  20. 20. Coverage : Online
  21. 21. Launch – MI Press Conference of Rapid in New Delhi Key Message covered by the media : ŠKODA launched its mid-sized sedan Rapid in New Delhi Rapid is available between Rs.6.75 lakh and Rs.8.99 lakh in India Rapid bridges the gap between compact car Fabia and the sedan Laura ŠKODA expects Rapid to become its best-selling car in the country surpassing Fabia’s numbers PR Value Medium PR Value (in Euros) Print 473,584 Electronic 152,175 Online 7,783
  22. 22. Print Coverage – Rapid launch
  23. 23. Print Coverage – Rapid launch
  24. 24. Print Coverage – Rapid launch Central chronicle
  25. 25. Print Coverage – Rapid launch
  26. 26. Print Coverage – Rapid launch New Indian express
  27. 27. ŠKODA Rapid Regional Drives Ahmedabad Chandigarh Kochi City Print Electronic Ahmedabad 26 1 Chandigarh 11 1 Kochi 8 2 Total 45 4 Total PR Value: Rs. 67,246
  28. 28. ŠKODA Rapid Regional Drives Coverage Key P1 publications like Dainik Bhaskar (Chandigarh), Divya Bhaskar (Ahmedabad) and Malayalam Manorama (Kochi) covered the regional Rapid drives with adequate branding, key messages and images
  29. 29. Looking Back: Launch of The ŠKODA Rapid Key Messages covered • ŠKODA’s entry level sedan will come to India by end of 2011 • Plans of launching 5 new models in 2 years • Rapid to be launched by end of 2011 • Model Offensive • Mission L • 2018 Growth Strategy • ŠKODA Rapid – In India first, the world later • “Made in India and made for India” car • Priced at Rs. 6.75 lakhs ex showroom Delhi • Rapid launch reinforces ŠKODA’s commitment to the Indian market • The ŠKODA Rapid campaign is based on thoughtful solutions for different needs during the Indian wedding Outcome •19000+ enquiries & 2059 bookings (by December 2011) as a result of the successful PR campaign • Higher penetration in the online space to garner reviews – Good medium to sustain in absence of any activity • ŠKODA Rapid 9th most searched new car launched in 2011 in India – Google India survey
  30. 30. What worked for The ŠKODA Rapid?
  31. 31. What did not work for The ŠKODA Rapid? Auto Expo: • The ŠKODA Rapid was already launched in November 2011, one and a half month before the Auto Expo 2012 • ŠKODA showcased the Rapid at the Auto Expo, but it did not gather as much media pull, since it had already been launched
  32. 32. Thank You.

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