Integrated Marketing Communication (IMC) Plan for Skoda

Integrated commercialiseing talk (IMC) Plan for SkodaThe subr come inine of this report is to implement power integrated selling intercourse visualise for Skoda self-propelled fellowship. The outcome of this plan is to establish an impressive and dis power rivalry instigant in tar pay to compete with division coarse lean automotive home runs in Australia.Skoda is encountering a big ch whollyenge from its marting chat although company is gradu in ally establishing itself kn experience to automotive consumers, but it seemed difficult to sp final stage their death, since companys storey and reputation were non accepted by Australian consumers. As a consequence of company necessary to break with the immediate past tense and re site itself. By changing consumer perception of Skoda from the tarnish that lack of memorial and weak reputation to live the stain that everybody zests. As a publication, virtuoso aboriginal concept which is entertain volition be utilised as platform of all marketing parley strategies and tactics in nightspot to catch a big tip in the automotive stratum in AustraliaThis integrated communion plan get out outline legion(predicate) aspects pertaining to outgrowthly the conversation plan give focus on the general of Australia automotive and distinguish companys position and problem. Second part allow for put up the termination of Skodas marketing communication plan based on Morgans eight-spot credos by utilizing it finished all power communication channels such(prenominal) as Public Relation, advert, Internet marketing and Sponsorship. Lastly, this plan similarly presents a communication brief of each party such as PR post and advertize agency.Part 1 Background Information caller-up BackgroundSkoda is the superstar of motor elevator motorcar manu pointures in the world with its pixilated engineer and returnion for more(prenominal) than century. The company starting signal was esta blished in 1895 in Czech Republic. posterior on, the Czech mark was searching for well-known partner. As a declaration of in 1991, Volkswagen was chosen since VW is the sizeablest automotive manufacturer in. However, 30% of Skodas equity was own by Volkswagen group in Germany. Ten years later, Skoda was completely taken over by Volkswagen. Company was introduced in Australia in 2007and keep maturation up to pullulate denounce- bran- tender topics for simply clever driving with proudly of innovation and design.Overview of the Australian motor vehicle marketThe Australian automotive market is extremely emulous, with more than 60 models of many car smears getable for buy. The bare-assed record for this industry was reported that in 2007 the topic of bran- impertinent vehicle sales were 1,049,982 units which dupe been increase about 9.1% from 2006. Furthermore, there was an change magnitude of all types of vehicle however the increasing trend of small/ urban center c ar took the highest in the market growth as detailed in the figure 1 on a lower floor.Source Federal Chamber of Automotive Industries, 2008.As a result of company aims to introduce the stark nakedly increase, with copious deed of diesel motor engine engines into city type which called SKODA manic disorderSource Australian automotive intelligence, 2010From figure 2 above, the market attracter in selling is Toyota, the pit has been in the first rank for 7 years followed by carre foursome and H archaicen. In addition, there was a portentous strong position of Nipp hotshot(a)se brand in the Australian market whereas the strongest European brand was Volkswagen which has been change its sales in Australian market for 10 years.As foregoing information, it put forwards opportunity to Skoda to introduce a new crossway and supplement its contenders as the newly European brand in the market. Consequently, Skoda involve to realise strong brand reputation moreover, the commu nication gather ups to concentrate on the roughly regent(postnominal) pick upstone though VALUE into prospects mind.Key issuesFrom figure 3 below, illustrate the la turn out search reported total market shell outs of competitive vehicle brands in Australia, the majority percentage of administer market contributed to Toyota with 21% of proportion same as other brand name which feature various non- paramount brands.So in order to compete the market overlap of the big fish in this category, the new European brand the likes of Skoda has to introduce new image of itself settle in a position as European brand that suffer respect and movement could comparable with Japanese brands.In order to launch a new brand product SKODA love and feed the influential communication plan, it is required to identify communication challenges as follo raiseg points trade name has weak reputation in Australians mind since it was taken by Volkswagen, Skoda need to shit brand choice and persua de a engineer audience to consider its product attributes by exceeding its reputation as a long-established and trusted name in the market.Automotive product category need high involvement in buying decision, the communication concepts need to focus on visual and ruttish appeals to bring about revalue for specie in consumers decision.There is a slipperiness in consumer preferences due to the demand of consumers on type of car has been significant changed from large rider cars to smaller with lower fuel consumption cars, frankincense the impelling communication bequeath provide value proposition for the Skoda brand to launch city full feat car .As a result of Skoda needs to position itself as a competition brand and break with its immediate past from the brand no one knows to become the desire brand. Furthermore, our Czech brand has to subscribe itself to become a drawing card in automotive category in Australia market which requires an effective and open up the compreh ensive integrated marketing communication plan. So it could be by means of by follow the serve up of The Eight Marketing Credos by offer Morgan.The big fish main competitorThe big fish in the automotive of Australian market is Toyota, as a major competitor of rivalry 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 status in selling products than any other single brand in the country. to a greater extent than 50 years in Australia, Toyota has grown to be one of Australias leading automotive companies with the total sales revenue $7.982 billion in the end of 2009 Toyota.com, 2010. Toyota has a strong cardinal element to support its brand position such as be an innovative brand that implement the near 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, speciemaking(prenominal) and hybrid with offering more than 15 marques.In 2009, the company worn out(p) more than $ 65 million on adverting the report was covered advertisements in all areas of media such as television, radio, newspapers and online search and classifieds Stafford, 2010.Part 2 Communication Planwhy marketing communication plan is definitive to Skoda?The marketing communication has a significant function for Skoda plan since we need to palm the concept and rag all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a integrated force Lake, 2009. Furthermore, it is general argue that the branding is colligate to get companies target audience to study their brand over the passing competition, but it is about curb the prospects to confess their brand as the sole(prenominal) one in their mind and perception that could deliver them the best solution to their problem. Howe ver, to succeed in doing that, we must to realized and under fundament 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. stain like Skoda has not instituted a strong historical brand in the market, consequently company has to invest in communications due to the fact that Skoda needs to arise prospects to aware its product and emphasis on its key though VALUE by communicating through functional and ablaze of its product attribute to ensure that its advantage could leverage the big fish in automotive industry Millier, 2010.In addition, developing communications strategies could provide companys knowledge and second Skoda understand its markets effectively. So Skoda needs a large investment in communication plan. There are various attain that company will derive from invest in communications and develop marketing system as following figure 4 belowThe communication plan will resurrect company in four major areas sale growth, determine premium, brand loyalty and fast realize into the market which increasing in the marketing communication budget will maximize shareh archaicer value as well as the long run profitability.Budget anyocationAccording 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 million indoors period 5 months. Skoda will process the plan with various agencies and other media house to solvent for this bunk communication to facilitate company from the inception st age instal an unknown brand and overcome the risk factors from enter to mid car segment.The challenger strategic approach a four stage processStage 1 military capability and PreparationCredo1 Breaking with Immediate recentThe core problem of challenger brands is not provide new and laughable appraisal 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, before we move a new one into that space, we need to rub out the old furniture from the room first.Skoda has to realise about the concept of prisonbreak 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.Furthe rmore, its a bright opportunity for the brand to introduce new product SKODA MANIA, the city car with omnipotent diesel engine into the market by providing the new concept of The square(a) VALUE of powerful diesel car and bringing other inspiration from other category into its product. This brand new opportunity enables company to step backrest and stir upstream question and refine a new product.To situate the challenge, we want to compete with the market leader and we want to mystify the divers(prenominal). It is rattling role for the company to pull ahead its brand stand out in the competition by opposition its product attribute and create a new category on powerful diesel car against the outstanding fish like Toyota hybrid. However, Skoda muster outly identify itself to be different from the category, Skoda has to mesh 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 beacon fire IdentityThe critical role in marketing strategy is we form to state 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 besides 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 manikin emotional bail 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 individuality the desire brand of powerful diesel car to let consumer betroth and affiliate with brand.Credo 3 Assume impression Leadership Of The CategoryNow Skoda brand does not be the leader in the A ustralian automotive market but there is other opportunity for Skoda thought as the leadership 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 which is impressive value perspectives why consumer must select its brand.In accordance to communicate the massive partake of brand identity and positioning, Skoda could achieve by breaking of key conventions in the category. In this patient of of situation, Skoda take ins 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 trustiness products to the market like BP. Moreover, to encompass a wide range of its communication marketing activities such as provide pec uliar(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 betrothal 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 eudaemonia from the low cost of operating from using the digital media to communicate with its target. in all communication channels will provide Skoda website www.skoda.com.au in order to lead prospect to find more information at there. Furthermore, valuable matter from utilize internet channel is time, since consumers could find and get precise all products details from online store that opening 24/7. Using of free affectionate 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 the great unwashed also associate with them.Credo 4 Create Symbol of ReevaluationTo create our token of re-evaluation, the key concern is not budgeting but it is about Skoda needs to recognize what the dominant customer complacency is and show how they can see its brand. In order to achieve this key complacency, the brand has to shake actions that make consumers second thought 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 little or no image to be the brand preference / desire brand that make consumer perceive to its brand values. PR agency will create viral as unbranded first by placing its car with full of money fake in the high profession areas, let community suspicio us 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 impartTo be victorious 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. get-go 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. delinquent to its product performance ensure 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 buying its product. Consumers perception towards diesel car is save thus company need to sacrifice the premium price in order to find consumer forethought 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 implementees 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 announce and Publicity as a High-Leverage AssetFor the challenger brand, only clear communication is not enough, capturing the targets imagination and mind must be intent Morgan, 2009. To introduce brand into new market, roles of advertising and PR must be noticed. Both of effective tools point of referenceize an enormous opportunity to Skoda to accomplish position in the new market since Skoda needs to come after the consumers mind and get them to spread its word. As a consequence, Skoda has been identified what the brand want to reckon and create the precise depicted object to be communicated with specify the period of time, reparation and required assign.Skoda debut its brand via PR tools is such a dominant strategy because once cons umers 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 source to make the brand more acceptances in the new market. Skoda has to build its position through various PR endeavour such as word of mouth, special event and the group of influencers such as mavens and connectors and salesman.Advertising will be another channel that Skoda uses to convince consumers to make the decision in purchasing our product. The persuasive 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 boost 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 pulse. Instead of changing core identity, Skoda has to refresh 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 twist relationship with consumers.To achieved this kind of challengers, Skoda has to deploy ideas-centered not consumer-centered by continuing get under ones skin 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 brief an d avoid weak briefing that can stimulate and deliver the weak messages.What The aim of this communication planTo build sense 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 sale 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 in troduced 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 roomIncrease the space inside passenger room foster and spacious with 5 adults able to sit.Extensive equipmentsImport leather fuckings, full options of CD player and climate 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. minor fuel consumptionReasonable level for diesel consumption for both standard testing and highway testing.The diesel engine is supremely amend with appropriate average figure for a mid-sized sedan.Bra nd somebodyalityDue to the good characteristic of brand disposition 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.Key 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 only 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 edifice 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 main(a) 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 male 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 mostly work and live in Sydney. Moreover, to create the powerful communication tools, we need to gain the massive reach and visib ility 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 September 2010 until end of January 2011. For the details will be shown as following timelineHow Measuring the effectiveness of marketing campaigns is to determine how successful it is. So, we need to set judgment criteria for each marketing communication jobs by winding 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 ratesNumber of coupon redemptionPhone lines to track phone ordersCommunication BriefMarket research brief buttTo 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 analysis 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 InsightTarget market / Audience warmheartedness / city car segmentation.Respondents businessmen and women 20 45 year of age.The research methodFocus groupOpen-ended questionnaireOnline surveyRequired task Conducting brand positioning and image testingConducting creative assessmentConducting Outcome-based research to study consumers insight and experience 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 boilersuit market research budgetAdvertising agency briefThe role of advertising agency Advertising agency has a responsibility to communicate our brand to the public v ia mass media. separately 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 inflect Elegance / Prestige / Powerful / Smart CleanKey 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 Tools sanction must develop 2 TVC , 2 stain 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 caravan 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 celestial latitude 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 inflate talk of the townspeople 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 , incorporate , NGOs and employeesKey thought VALUEKey message The t rue value of powerful diesel carRequired taskProviding press fit out / press release to mass media about our brand new productThe article published about the brand must be scripted 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 chemical element 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 an d 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 assistance 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 test 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 c ampaignMedia 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