Marketing Communications on Skoda


Skoda is a very well recognized global automotive industry, founded in 1895 in Czechoslovakia by Laurin and Klement. First started off as push bike designers now are lead to motor madness, designing not only cars, but trucks, buses, aeroplane engines and agricultural machinery. By 1990 onwards Skoda had a joint venture with Volkswagen becoming the fourth brand in the Volkswagen group, alongside Audi and Seat. Now with an amazing profit of $990 million and revenue of €8.5 billion, Skoda has gone from strength to strength, manufacturing many outstanding cars and many satisfied drivers.


Volkswagen which comes from the meaning ‘peoples car’ is a popular automotive car industry served worldwide, founded in 1937 Wolfsburg in Germany by Ferdinand Porsche and Robert Lev. The company started only producing a handful of cars, as by that time the World War 2 had started.However in the 1940’s the factory was producing 1,000 cars a month and sold the first two beetles during the 1950’s. Now with €10.9 billion of generated sales, and an operating profit of €1.2 billion, within the Volkswagen group, the company is going from strength to strength and will carry on bringing technical progress which benefit the people and can be implemented in harmony, with the environment.

Literature review

Marketing communications

Marketing communications are substantial to all businesses; it is a way to build awareness for your product or services. It has a mix and the elements of the mix are blended in different quantities in a campaign. Marketing communications are integrated; this is so that a single message is conveyed by all marketing communications.

To get fast recognition, particular slogans or logos are used to get the imagine and message sent more effectively, and to support the corporate image and profile, this retains the themes of togetherness and enjoyment throughout its marketing communications. Almost every business needs to promote itself in some way, reaching out to consumers and potential consumers. For businesses with large numbers of target customers in well-defined market segments, advertising can be a cost-effective way to communicate to them.

Skoda advertisement

Skoda is a global brand offering a range of products in a highly competitive and fragmented market. The company must respond positively to internal and external issues to avoid losing sales and market share. To improve its performance in the competitive car market, Skoda has asses its brand positioning, this resulted them to grow and enabled them to take advantage of new opportunities and respond to threats.

During 2007, Skoda launched the new Fabia into the highly competitive super mini sector, where the market is centred on price and rivals. Majority of car adverts features a car driving through countryside or a mountain road. Skoda needed an advertisement which will stand out and bring the message across.

The new Fabia, included shopping bag hooks in the boot to keep the shopping upright and had many other lovely features, that’s where the slogan “full of lovely stuff” came to mind, as they wanted to tell people how lovely the car was.

The creative message stood out, as the concept of lovely stuff was malformed into the language that everyone could understand which was, cake. In total it took 12 specialists to work and to create the model under the studio lights and the project was onetime only, no practices before making the final car. During the advert the song “My favourite things” by the admired actress Julie Andrews, was being played.

This song mixed in well to persuade the consumers, that this car was the right car for them. The advert appeared in shows such as Britain’s Got Talent, This morning, Big Brother and Deal or No Deal. It was also communicated through, online and direct marketing. The innovative creative message attracted 2,000 members through Face Book, more than 700,000 views through You Tube and around 150,000 returned searches for “Skoda cake car” on Google. The ad had the highest share of voice than any automotive message during that period and had ratings of 850 achieved through a wide range of channels.

Volkswagen advertisement

Volkswagen (VW) is a famous international brand name that has traditionally been associated with the mass market. Their success and prolonged existence is built on foundations of quality, innovation and integrity.

During the end of September 2009, Volkswagen launched the biggest ever campaign with agencies “Touch DDB” and “DDB London”. The campaign specifically targets women between the ages 30-55 years and the aim was to celebrate the timeless design of the new Volkswagen polo. Volkswagen ideal way of drawing more consumers to the show room was to introduce a campaign called the Film Festival 50.

Giving free promotions such as free goody bags as well as other promotional endorsements, it allows the rewarding of consumer time and satisfaction. By launching such campaigns it would leave a long lasting impression on the consumers mind, allowing Volkswagen to relate to such sub divisions of the market allowing separation of gender and age. This campaign was the greatest Volkswagen investment to date in the retailer launch; it was run for one month.

Volkswagen also signed up a year-long campaign with ch4 during 2008, sponsoring the broadcaster’s entire documentary output, comprising 100 hours of shows on both ch4 and more4. This sponsorship is the key part for Volkswagen marketing strategy, for its commercial vehicles division and it will run in conjunction with its current radio campaign. This will maximise awareness for Volkswagen Commercial Vehicles brand and will help catch the attention of viewers.

Research methodology

( add) 1. What are the marketing communications strategies and tactics used by the companies in fighting the competitive battle?

2. What are the campaigns, the media used, the messages, the image projected and how well are they hitting the targets?

Research methodology

Why are the results not fully representative for the market? Did the respondents give true answers? Why not? Did you lead the respondents to answer in a certain way?

Analysis and discussion




(Top gear)

The Volkswagen Polo has narrowly won the Car of the Year 2010 honours beating off strong competition from Toyota's all new iQ and Vauxhall/Opel's new generation Astra which finished, respectively, in second and third places.