Promotion mix Škoda’s Octavia

Advertising

A company can promote their products or services by different sources. One source is also advertising. Advertising can be done by different kind of media. Such as :

-         Newspapers

-         Magazines

-         Direct mail letters

-         Radio

-         Television

-         Billboards

-         Signs

-         Posters

-         Internet

The advertise needs to have a specific target group and should get the attention of the potential customers. In the end you want with advertising the customers attention and create the desire of the customer to buy the product instead they buy the product of the competitor.

Skoda developed a line of car the Skoda’s Octavia. There are three different lines of the car.

-         Basic

-         Business

-         Specials

All three get promoted by Skoda by different kind of advertising because all three have different target groups. All three get promoted on the website of Skoda. You can see of the website that they give the features of all the cars. Only if Skoda is promoting the business line they put it in a magazine which especially business people read. The basic line of Skoda promote it on television because everybody is watching television and not only business man. So with television their target group is wider.

In one of the television commercial of Skoda you can see some of the unique selling points. Like speed, design,  where you can buy it. In the commercial you also see a beautiful landscape with this they also try to link that the car is better for the environment than other cars.

Publicity and public relations

Publicity is an activity which happens in the media. When I say media you can think about television, newspaper, magazines, reviews, radio, etc. Companies can make use of this media only there is also a bad side of it. If journalists write something about Skoda can this work in two ways. A positive way and a negative way. If it is in a negative way can this lead to lose for Skoda.  The other way is rather positive because they do not need to pay for the publicity and it is positive as well which will result into profit for Skoda. Skoda had a time that they had bad publicity because in the newspapers they said the car was rusty, bad for the environment, and that the cars were having bad quality. Now is Skoda take over by Volkswagen en they erased the bad image which Skoda had. The skoda Octavia line even could compete with the best Western cars.

Sponsorship

Sponsorship can also work into two ways. If a football team is doing good, and they are sponsored by Skoda. They automatically think that Skoda is a good brand as well. It also could be the other way around that the football team is not doing good, than the people think the cars are also not so good.
Skoda is sponsoring all ready for years the IIHF World Championship (ice hockey) and the Tour the France as you can see in the picture below.

Tour de france

 

Ice hockey

Sales promotions

Examples of sales promotions can be that you can get discount on product/service. Skoda is also doing sales promotion by giving discount until a certain date is finished.

If you look at the website as well you can see that you can see the cars in 3D. By this the customers gets a good view of the car. You also can on some parts of the car to get information about those parts. You also can pay the car off in 35 months instead of paying the whole amount at once.

Exhibitions

Exhibitions are organized to promote a new / existing product/service. Skoda is also on several exhibitions because they want to promote their cars and generate profit and brand awareness in the end. The customers can experience the car with their own eyes and see the car from inside. They also promote their cars to do test drives with their cars on the exhibitions.

Direct marketing

Skoda is using direct marketing in the way that they send e-mail. Sometimes they do this on random people. A big disadvantage of this that they the people probably not all fit in the target group. They need to be all above 18 for example, if you send e-mail to people who are under 18 years old. It doesn’t have a lot of effect because they cannot buy a car.

Which is much better that people can register their name and their e-mail address that they would like to receive advertisings  and for example the week letter about new facts and new cars.

Corporate image

Companies are mostly trying to create an image so that their products/services sells automatically. Skoda was having a bad image, now it is taking by Volkswagen their cars can compete with the best western cars. They do exist all ready for more than over 100 years. This is something they promote on their website. That people automatically link this that it has to be good quality cars because why else do they exist for so long. They also want the image that their cars are environmental friendly. They are even experimenting with new kind of fuel (electricity for example) They try to promote these environmental cars because nowadays people think moreover the environment and are more sensitive to buy a car which is better for the environment.

Skoda wants to have the image of a brand that has one of the best experiences in the car business. Skoda wants their customers to know that they have almost 100 years of experience with cars. Also Skoda wants to have the image of environment friendly. ‘Green’ cars are the future. ‘We invest in experimental propulsion technology and alternative fuels.’ A term they like to use to let customers know that the car the buy thinks environment friendly. The image Skoda Octavia wants to have, is that they are driving economical friendly. 

Skoda commercial