Integrated Marketing Communication (IMC) Plan for Skoda

Integrated Marketing Communication (IMC) Plan for SkodaThe purpose of this report is to implement power integrated grocerying intercourse fancy for Skoda automotive conjunction. The protrudecome of this plan is to establish an impressive and desire ch everyenger grime in severalize to compete with category big look for automotive cracks in Australia.Skoda is encountering a big ch all t hoarenge from its selling conversation although attach to is gradually establishing itself known to automotive consumers, but it seemed difficult to go on their goal, since confederacys write up and reputation were non accepted by Australian consumers. As a consequence of company necessary to break with the immediate past tense and reposition itself. By changing consumer cognizance of Skoda from the scar that lack of history and weak reputation to become the shit that everybody wants. As a firmness of purpose, single key fantasy which is apprise leave alone be used as platform of all securities industrying communication strategies and tactics in order to become a big fish in the automotive category in AustraliaThis integrated communication plan will outline some aspects pertaining to send-offly the communication plan will think on the overall of Australia automotive and identify companys position and problem. Second part will provide the solution of Skodas food merchandising communication plan found on Morgans eight credos by utilizing it by dint of all power communication channels much(prenominal) as Public Relation, Advertising, Internet food market placeing and Sponsorship. Lastly, this plan also presents a communication plan of each party such(prenominal) as PR agency and Advertising agency.Part 1 Background InformationCompany BackgroundSkoda is the one of gondola manufactures in the world with its strong engineer and crossingion for more than century. The company first was established in 1895 in Czech Republic. Later on, the Czech shi t was searching for well-known companion. As a result of in 1991, Volkswagen was chosen since VW is the largest automotive manufacturer in. However, 30% of Skodas equity was owned by Volkswagen group in Germany. Ten years later, Skoda was completely taken over by Volkswagen. Company was chisel ind in Australia in 2007and keep growing up to develop forward-looking ideas for simply clever driving with proudly of innovation and design.Overview of the Australian motor vehicle marketThe Australian automotive market is extremely competitive, with more than 60 models of many automobile swords available for leveraging. The new record for this industry was reported that in 2007 the emergence of new vehicle cut-rate sales were 1,049,982 units which have been increase slightly 9.1% from 2006. Furthermore, on that point was an increasing of all types of vehicle however the increasing trend of small/city elevator car took the spicyest in the market growth as detailed in the figure 1 below.Source Federal Chamber of Automotive Industries, 2008.As a result of company aims to introduce the newly yield, with full public presentation of diesel motor engines into city type which called SKODA MANIASource Australian automotive intelligence, 2010From figure 2 above, the market leader in selling is Toyota, the print has been in the first rank for 7 years followed by Ford and Holden. In addition, there was a signifi butt jointt strong position of Japanese brand in the Australian market whereas the strongest European brand was Volkswagen which has been strengthened its sales in Australian market for 10 years.As previous information, it provides opportunity to Skoda to introduce a new product and leverage its antagonists as the newly European brand in the market. Consequently, Skoda inescapably to realize strong brand reputation moreover, the communication needs to slim down on the most efficacious key though VALUE into prospects mind. account issuesFrom figure 3 below, illustrate the latest research reported total market shares of competitive vehicle brands in Australia, the majority percentage of share market contributed to Toyota with 21% of proportion same as some other brand name which unite various non- superior brands.So in order to compete the market share of the big fish in this category, the new European brand kindred Skoda has to introduce new image of itself settle in a position as European brand that provide set and performance could comparable with Japanese brands.In order to launch a new brand product SKODA MANIA and generate the influential communication plan, it is required to identify communication challenges as pastime pointsBrand has weak reputation in Australians mind since it was taken by Volkswagen, Skoda need to ground brand preference and persuade a fanny audience to consider its product attributes by building its reputation as a long-established and trusted name in the market.Automotive product category nee d high involvement in purchasing decision, the communication sentiments need to focus on visual and emotional appeals to occasion value for money in consumers decision.There is a shift in consumer preferences due to the demand of consumers on type of car has been significant changed from large passenger cars to smaller with lower fuel consumption cars, thereof the effective communication will provide value proposition for the Skoda brand to launch city full performance car .As a result of Skoda needs to position itself as a challenger brand and break with its immediate past from the brand no one knows to become the desire brand. Furthermore, our Czech brand has to drive itself to become a leader in automotive category in Australia market which requires an effective and pioneer the comprehensive integrated marketing communication plan. So it could be done by follow the process of The Eight Marketing gospels by Adam Morgan.The big fish main competitorThe big fish in the automotiv e of Australian market is Toyota, as a major competitor of challenger brand like Skoda. With a dominant position in Australian car market since companys market share achieved around 21 percent in 2009 and retained the number one stead in selling products than any other single brand in the country. More than 50 years in Australia, Toyota has grown to be one of Australias ahead(p) automotive companies with the total sales revenue $7.982 billion in the end of 2009 Toyota.com, 2010. Toyota has a strong key element to support its brand positioning such as being an innovative brand that implement the most advanced environmental technologies and enrich society through car making. Forrester Research, 2006. The Japanese brand sale several of product types which are passenger car, 4WDSUV, commercial and hybrid with offering more than 15 marques.In 2009, the company spent more than $ 65 jillion on adverting the report was covered advertisements in all welkins of media such as television, r adio, newspapers and online search and classifieds Stafford, 2010.Part 2 Communication PlanWhy marketing communication plan is important to Skoda?The marketing communication has a significant function for Skoda plan since we need to manage the concept and make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing bet together as a integrated force Lake, 2009. Furthermore, it is general argue that the branding is related to get companies target audience to select their brand over the highly contention, but it is about beat the prospects to recognize their brand as the whole one in their mind and comprehension that could deliver them the best solution to their problem. However, to succeed in doing that, we must to realized and understand the needs and wants of our customers and prospects. As a consequence of integrate marketing communication is very important to our branding, advertising and marketing strategies in all attribute areas of public contact. Brand like Skoda has non instituted a strong historical brand in the market, consequently company has to invest in communication theory due to the fact that Skoda needs to formulate prospects to cognizant its product and emphasis on its key though VALUE by communicating through functional and emotional of its product attribute to ensure that its favour could leverage the big fish in automotive industry Millier, 2010.In addition, developing communications strategies could provide companys knowledge and help Skoda understand its markets effectively. So Skoda needs a large investment in communication plan. There are various benefit that company will derive from invest in communications and develop marketing strategy as following figure 4 belowThe communication plan will enhance company in four major areas sale growth, price premium, brand loyalty and fast penetrate into the market which increasing in the marketing communication reckon will maxi mise shareholder value as well as the long-run scratchability.Budget AllocationAccording to increase of marketing communication spending, Skoda needs to maximize profit and shareholder value for brand. Since, the company will be positioned itself for the city car segment with expecting that these advertising spending will enhance shareholder value and the company profile margin sustainably. Therefore, to allocate the budgets on media that communicate to all areas of the community, Skoda total marketing communication budget will spend up to $AUD 8 trillion within period 5 months. Skoda will process the plan with various agencies and other media house to response for this campaign communication to facilitate company from the bloodline s cap build an unfamiliar brand and overcome the risk factors from enter to mid car segment.The challenger strategic approach a four stage processStage 1 Attitude and Preparation credo1 Breaking with Immediate PastThe core problem of challenger bran ds is not provide new and alone(predicate) idea into the consumers, it depend on how they can remove the conventional idea from the past. Consumers perception is same as a room with full of old furniture. Therefore, earlier we move a new one into that space, we need to delete the old furniture from the room first.Skoda has to realise about the concept of breaking with the immediate past in order to see real challengers and possibilities in the new market. Formerly, company has weak reputation on the market as a consequence of the challenger brand as Skoda need to consciously break with its own immediately past by reinventing brand history as key issue from an unknown brand to become desire brand in Australian market.Furthermore, its a bright opportunity for the brand to introduce new product SKODA MANIA, the city car with powerful diesel engine into the market by providing the new concept of The veritable VALUE of powerful diesel car and bringing other divine guidance from anothe r category into its product. This brand new opportunity enables company to step back and make upstream question and refine a new product.To see the challenge, we want to compete with the market leader and we want to make the different. It is vital role for the company to make its brand stand out in the competition by opposition its product attribute and raise a new category on powerful diesel car against the Big fish like Toyota hybrid. However, Skoda clearly identify itself to be different from the category, Skoda has to battle within the same areas of brand leader by trying to win the number one market share of automotive market.Stage 2 Challenger StrategyCredo 2 Building a Lighthouse IdentityThe critical role in marketing strategy is we have to assert that who we are. Skoda has to develop clear stage in what its brand stand for which is the desire brand of powerful diesel car by creating its own determine through key thought The true value of powerful diesel car. In order to become desire brand, company does not only position itself as the brand that everybody wants but its also want to position itself as a impressive value perspective as a good sign of how Skoda is going to play.Another aspect of brand challenger as Skoda has to consider is tried to build emotional attachment based on point of view with consumer. not only the brand has to determine what are the key features that want to communicate, but Skoda also has to build its prominent indistinguishability the desire brand of powerful diesel car to let consumer engage and affiliate with brand.Credo 3 Assume Thought Leadership Of The Category at a time Skoda brand does not be the leader in the Australian automotive market but there is another opportunity for Skoda thought as the leaders in the brand category. To create a long term goals that makes everyone talk about its brand, Skoda had clarified itself different from competitors as the desire brand of powerful diesel car and make great reason w hich is impressive value perspectives why consumer must select its brand.In accordance to communicate the agglomerateive impact of brand identity and positioning, Skoda could achieve by breaking of key conventions in the category. In this kind of situation, Skoda chooses to break the conventions of neighborhood and network. By selecting BP gas station as a brand partner since Skoda quite new comer in the Australian market, company needs to enhance brand positioning by being partner with worldwide fuel brand that provide reliability and trustworthiness products to the market like BP. Moreover, to encompass a wide range of its communication marketing activities such as provide peculiar(a) promotion when consumers purchase SKODA MANIA they will get petrol coupon to use at BP for free. Combining the strength of BP brand helps company gains more trust, build consumer acceptance and brand preference that create impactful reason why they have to choose you.Additionally, Skoda will break the convention of media in promoting of its brand new product. Company use website as a platform to integrate of all communication channel. Although Skoda has invested a high budget into advertising and PR, the company will benefit from the low cost of operating from using the digital media to communicate with its target. All communication channels will provide Skoda website www.skoda.com.au in order to convince prospect to find more information at there. Furthermore, valuable thing from utilize internet channel is time, since consumers could find and get precise all products details from online lay in that opening 24/7. Using of free social media such as Facebook or Twitter will help company reach the right target easily since this kind of free media become a part of everybodys life and most of working people also associate with them.Credo 4 Create Symbol of ReevaluationTo create our symbol of re-evaluation, the key concern is not budgeting but it is about Skoda needs to recogniz e what the dominant customer self-satisfaction is and describe how they can see its brand. In order to achieve this key complacency, the brand has to stimulate actions that make consumers rethink about Skoda and recognize the symbol to what the brand want to communicate.Skoda seemed to be unbranded as first introduce to the market this chance will help company to change consumer perception towards the brand from shrimpy or no image to be the brand preference / desire brand that make consumer distinguish to its brand values. PR agency will create viral as unbranded first by placing its car with full of money fake in the high traffic areas, let people peculiar what is about and why this car has a lot of money. The company will reveal the reason why its car must filled with money which is value of saving from diesel engine that make the owner of SKODA MANIA has a lot of money. Also use the other media to emphasis its key thought and brand concept which is The true value of powerful diesel car.Stage 3 Challenger BehaviorCredo 5 SacrificeTo be successful challenger brand does not necessary to have a perfect marketing strategy. In order to get number one of brand leader sometimes the sacrifice has to be taken. First is Skoda has to sacrifice in the target market by focusing on male and working people on the other hand, Skoda has to give up female as a main target in order to establish relationship with the core target. Due to its product performance match with working men who choose the quality and performance of product as first criteria, this beneficial enable company to sale the product and build closely relationship to its target easily.Sacrifice on pricing strategy would be another thing which company has taken into account. To facilitate new product launch in this country, Skoda has to realize on its key though VALUE by giving consumer value for money in purchasing its product. Consumers perception towards diesel car is save thus company need to sacrifice the premium price in order to capture consumer maintenance and create the brand considerable.Credo 6 OvercommitmentTo be the brand challenger does not mean to do just enough for achieving the key success. Alternatively, if all members in Skoda whether top managements or employees work together and dedicate themselves to make consumers perceive brand differentiate, Skoda will be accomplished and become desire brand. Since Skoda has determine its goal to be the brand leader in the market and compete share of mind in consumers, as a result of motivation of its staff to reach overcommitment is the critical concept that Skoda should state in its mind.All Skoda members do not only overcommitment to provide the impressive value product to the market and but also attempt to focus on implementing the key thought and brand concept to be consistent in order to achieve the company goals.Credo 7 Use Advertising and packaging as a High-Leverage AssetFor the challenger brand, only clear communi cation is not enough, capturing the targets imagination and mind must be objective Morgan, 2009. To introduce brand into new market, roles of advertising and PR must be noticed. Both of effective tools characterize an enormous opportunity to Skoda to accomplish position in the new market since Skoda needs to attend the consumers mind and get them to give its word. As a consequence, Skoda has been identified what the brand want to say and create the precise message to be communicated with specify the period of time, location and required task.Skoda debut its brand via PR tools is such a dominant strategy because once consumers did not know anything about its brand and new product. In order to gain the brand credibility, company needs to leverage competitors by using PR as credible writer to make the brand more acceptances in the new market. Skoda has to build its position through various PR campaign such as word of mouth, special event and the group of influencers such as mavens an d connectors and salesman.Advertising will be another channel that Skoda uses to convince consumers to make the decision in purchasing our product. The convincing ads will be utilized to persuade consumer mind to use Skoda MANIA with emotional appeals of advertising techniques that company try to engage upon emotions of its audience. Moreover, key though of the brand must be highlighted through all communication messages to encourage audience perception towards its brand values.Stage 4 Sustaining challenger MomentumBecome Idea-Centered, Not Consumer-CenteredThe brand challengers have to realize that the new ideas need to be employed in order to maintain in their momentum. Instead of changing core identity, Skoda has to go over and make the core idea to be differentiated. As a consequence of the failure in its momentum in the market, the brand needs to sustain consumer perception and keep building relationship with consumers.To achieved this kind of challengers, Skoda has to deploy ideas-centered not consumer-centered by continuing generate product beyond customers satisfaction and product improvement. On the top of that, Skoda do not change its communication strategy, the challenge brand like Skoda tend to find more opportunity to deliver its brand value through the creative ideas and communication tools such as ambient and concept of car customization.Part 3 Marketing Communication RolesIn order to generate the marketing communication program and make it strong and true, we need to employ the concept of six honest serving men of Rudyard Kipling which help we formulate the successful abbreviated and avoid weak briefing that can stimulate and deliver the weak messages.What The aim of this communication planTo build awareness of Skoda brand and capture consumers attention by shifting from no one know to desire brandTo launch new Skoda car into Australian market with full performance of diesel engines into city type which called SKODA MANIATo stimulate the sal e in order to compete market share of automotive car in Australian marketEstablishing of key thought VALUE to this plan , paveing the way to engage all communication tools within single focus that helps promote the effective campaign to consumersTo create a new category in the consumers mind that is powerful diesel carProductSince the historical of both(prenominal) brand and the new product does not exist in market, we have to provide the clear benefits, features and advantages of the product to all agencies. To make them clear what our desires and needs to promote of this plan.Description Newly powerful diesel engines has introduced into Skoda model. The superior with diesel engines which completely installed in the body. All product features designed to capture consumers attention with offered the VALUE for money.FeaturesAdvantagesBenefitsA large of passenger room affix the space inside passenger roomComfort and spacious with 5 adults able to sit.Extensive equipmentsImport leathe r seats, full options of CD player and humour controlled air conditioning.Adjustable leather seat 6 step, both MP3 and USB adaptable in CD player.Reasonable priceAs the cheaper model in the Skoda product category.All pricing provide with negotiable agreement.Guarantee from Euro NCAP crash rating.Safety features such as six airbags, stability control and ABS brakes.This model also gets a four-star Euro NCAP crash rating.Low fuel consumptionReasonable level for diesel consumption for both standard testing and highway testing.The diesel engine is supremely improved with appropriate average figure for a mid-sized sedan.Brand personalityDue to the good characteristic of brand personality should expression the core values of the brand, thus Skodas personality is centred on Elegance and European. If we compared its personality with famous person it might be Jude Law who could best represent elegance character to the brand. winder messageEmotional appeals will be delivered as key tone The true value of powerful diesel car will serve as the platform for all communications and keep our campaign strategy consistency.Mandatory executional requirement legal qualificationCompany logo has to be shown in all communication tools.Tag line Simply clever should align with brand logo.All communication tools should end up with key message of the product which is The true value of powerful diesel carActivitiesFollowing are activities must be doneWhy The reasons that we need to perform this integrated communication plan are building positive brand awareness and associating the brand in the mind of consumers. Moreover, as a brand challenger competing the brand leader and gaining number one share in the market would be the optimum outcome for the brand.WhoThe primary target that we want to communicate with would be male 25-40 years old those working men who looking for the car that provide them better performance with elegance style. Secondary target are smart business people both ma le and female who age raging from 25-35 years old.Demographic characteristicsWorking people age is 25 or aboveIncome level $AUS 9,000 per month.Most who lived in city or suburbs.Psychographic characteristicsLifestyle Sociable, friendly, concern for others and pleasantness.Attitude Self-confidence and belief in their decision.Where The main campaign will be carried out in Sydney as centre in order to build giant impact in Australia. We need to implement in the big city because our target market broadly speaking work and live in Sydney. Moreover, to create the powerful communication tools, we need to gain the massive reach and visibility from our prospects by placing our media in the centre, department store and office building of city such as CBD, QVB and martin place.When This campaign will be carried out for 7 months starting from folk 2010 until end of January 2011. For the details will be shown as following timelineHow Measuring the effectiveness of marketing campaigns is to de termine how successful it is. So, we need to set judgment criteria for each marketing communication tasks by tracking the main measurement such asKey performance indexTotal number of salesLeads generation.For each marketing task we can assess the effectiveness as followingRequests for information/brochureRequest test driveRetail dealer trafficWebsite traffic or click-through orderNumber of coupon redemptionPhone lines to track phone ordersCommunication BriefMarket research briefObjectiveTo measure consumers value perception towards Skoda before and after the new communication campaign.To assess whether creative development create impact to the audience or notTo conducted creative development to compend whether IMC campaign achieves its objectives and marketing goals or not.To anticipate the future outcome of the social trend towards product category market Socials insight Customers Insight arse market / AudienceMiddle / city car segmentation.Respondents businessmen and women 20 45 year of age.The research methodFocus groupOpen-ended questionnaireOnline survey compulsory task Conducting brand positioning and image testingConducting creative assessmentConducting Outcome-based research to study consumers insight and fix about city car geographical boundariesAll market research activities should be done in Sydney, Australia.TimelineMarket research should be conducted start from week 1 week 2 of September 2010Budget$ 320,000 for overall market research budgetAdvertising agency briefThe role of advertising agency Advertising agency has a responsibility to communicate our brand to the public via mass media. Each media will perform with particular purpose in order to capture a different area of prospect mind.ObjectiveTo build the brand awareness of SkodaTo motivate consumers demand through the effective mediaTo promote new product SKODA MANIA diesel enginesTarget audienceMale 25 45 year of age.Key thought VALUEMood and Tone Elegance / Prestige / Powerful / S mart footKey message The true value of powerful diesel carMandatoryAll advertisements have function to influence our target audience to purchase the productKey message must out the end of ads sceneBrand logo must be shown in all advertisement as well as tagline Simple cleverTVC concept must engage a compelling story to unite the idea of with emotional. Story should build audiences emotion and energy with the detailed information of brand image and history.Advertising Campaign ToolsAgency must develop 2 TVC , 2 print ads and 1 out of home mediasTV Commercial must be promoted during prime time.Print ads must be placed in impact areas, could capture mass target audience such as train stations, bus stops, and office building areas and shopping centre.Timeline Ads will be launched first 3 weeks of October 2010 then week 2 and 4 of both November and December 2010. Then only week 2 on January 2011Budget$ 1,840,000 for overall advertising budgetPR agency briefThe role of PR agency due to we want to establish brand reputation in the market and provide product into new category, PR such a powerful tool to help company accomplish lots of goal such as create Skoda name in consumers mind and capture consumers attention.ObjectiveTo build the brand awareness of SkodaTo amplify talk of the town as well as buzz of Skoda test drive campaignTo create brand value and equity into consumers perceptionTo promote new product SKODA MANIA diesel enginesTarget audienceConsumers, government , dealers , suppliers , corporate , NGOs and employeesKey thought VALUEKey message The true value of powerful diesel carRequired taskProviding press kit / press release to mass media about our brand new productThe article published about the brand must be written in the magazine, advertorial and newspaper. The content must be captured attention of consumers, compete share of mind, and highlight on our product attribute VALUESelecting Skoda brand ambassador who can be represented to brand concept and brand personalityIt is PR roles to create an attractive test drive event to amplify brands virus and motivate those three groups Connectors, Marven and Salemen.To launch road show test drive event , let consumers experience with the new Skoda product and create word of mouthWord of mouthPR also trusty for generate the big impact of the buzz, thus we will engage people to word of mouth marketing as a key component to spread our test drive event. To let consumers experience with our SKODA MANIA and it is also opportunity of them to receive our product details and benefit of Skoda concept. Then the consumers will share experience among their friends and family. Moreover, word of mouth is more likely to reach and touch the mind of consumers which could drive the message to reach mass target without or low attention from the company. So in this test drive event, it is necessary to invite all journalists from car magazine, men magazine and newspapers to attend and experience with te st drive as well. The Buzz must encourage all journalists and maven to experience and spread about our product by providing advantage and highlighting on how consumer will perceive the value of the new brand productTimeline Press release will be launched on week 1 October 2010Brand ambassador will be selected on week 1 October 2010Special event will be launched on first week 2 of November 2010 and run on for the 3 weeksArticles and advertorials in magazine and newspaper will start written after first week of test drive eventBudget$ 1,440,000 for overall PR budget campaignMedia planner briefObjectiveTo select the effective media for all campaign toolsTarget audienceMale 25 45 year of age.Key thought VALUEKey message The true value of powerful diesel carRequired taskAgency needs to select the powerful media