Agenda. About ŠKODA. Simply Clever Marketing. The role of the International Marketing Team

Transcription

1 Agenda About ŠKODA Simply Clever Marketing The role of the International Marketing Team 1 ŠKODA Next steps for a growing brand, PMI, C. Hohmann, 2012

2 Strategic goals of the internationalized marketing function at ŠKODA HQ 1 To establish an internationally consistent brand perception while achieving a new quality in our communication. 2 To support importers in their communication activities and to establish best practice sharing and synergies. 3 To reach qualitative and quantitative goals of Simply Grow strategy as related to brand communication. 2 ŠKODA Next steps for a growing brand, PMI, C. Hohmann, 2012

3 Team Marketing International Christoph Hohmann Sunny Holanová (Special projects) Marketing Consulting Media CRM Jean-Luc Barbier (Coordinator WE) Libor Šedivák (Media coordinator) Jakub Ková ik (CRM coordinator) Tomasz Piasny (Coordinator CEE) Mike Köppe (Media specialist) Anna ezinová (CRM coordinator) Pavel Jirák (CRM coordinator) Viktor Navrátil (ext. CRM coordinator) Jozsef Keszler (Coordinator SE) Jakub Pr cha (Media specialist) Anna Popelková (CRM specialist) Tomáš Svoboda (CRM specialist) Tarun Jha (Coordinator Non-European markets) Andrea Pfeiferová (CRM specialist) 9 Nationalities 3 ŠKODA Next steps for a growing brand, PMI, C. Hohmann, 2012

4 Tasks of the Marketing International teams Marketing Consultants Media CRM Ensuring consistent ŠKODA image worldwide, communicating global brand strategy; Increasing marketing efficiency via one interface for all marketing issues between HQ and markets; Sharing marketing best practices. Steering media communication and controlling all media investments; Monitoring and supporting new media approaches; Advising countries on how to optimize their media spent. Synchronizing all CRM relevant activities across HQ departments; Providing CRM guidelines and toolboxes to all ŠKODA markets; Supporting roll-out of central infrastructure and systems. 4 ŠKODA Next steps for a growing brand, PMI, C. Hohmann, 2012

5 Agency landscape Status quo 2011 ŠKODA Auto HQ Marketing function Importers' Input Leagas Delaney MediaCom Importers' Input Importer s Advertising Agency Importer s Advertising Agency Importer s Advertising Agency Importer s Advertising Agency Importer s Media Agency Importer s Media Agency Importer s Media Agency Importer s Media Agency No specialized Online/Digital agency and no specialized CRM agency on HQ Level No pressure valve for peak times in the creative/production process No clear guidelines for importers agencies (e.g. scope-of-work, local fees, local production of creative assets) 5 ŠKODA Next steps for a growing brand, PMI, C. Hohmann, 2012

6 ŠKODA Hot House All partners under one roof ŠKODA - Hot House Marketing Team Importer s input ATL 2 Advisory Board 1 Online CRM Media Importer s input Leagas Delaney Sinner Schrader DraftFCB MediaCom Local Leagas office Importer s Advertising agency Importer s Advertising agency Importer s Advertising agency Local MediaCom office Local MediaCom office Local MediaCom office Other local media agency Improved processes: Intensive involvement of importers in the campaign development process Higher efficiency: Centralization of the development and production of (TV) campaigns; local agencies to focus only on local adaptation of central campaigns and local tactical campaigns (with prior sign-off by HQ); local agency contracts to be revised accordingly Higher effectiveness: No need to re-invent the wheel in the markets. Savings (production costs, agency fees) to be invested in media Better results: Consistently high quality of communication throughout all channels and markets 1 Under the lead of Leagas Delaney 2 we are fallon as 2nd agency during peak times 6 ŠKODA Next steps for a growing brand, PMI, C. Hohmann, 2012

7 Involvement of importers through Marketing Round Tables and working groups Strategic MRT KNOWLEDGE Operative MRT 4 times per year MDs from G10 biggest markets Location: Prague EXCHANGE EXPERIENCE 7 times per year Marketing Directors from G10 biggest markets Rotating guests Rotating locations Target: Usage of the extended resource pool (e.g. working groups) Buy-in of importers and consequently commitment Best Practice exchange Synergies Real market penetration MRT = Marketing Round Table MDs = Managing Directors 7 ŠKODA Next steps for a growing brand, PMI, C. Hohmann, 2012

8 Training and enabling Marketing Managers from smaller markets via Marketing Orientation Day Goals: Enhance level of professionalism and marketing competency Build communication platform between (smaller) importers and HQ Increase overall understanding of strategic brand goals Explain and integrate the international communication strategy Create jointly a national communication plan Control media spending and media mix, show optimization potentials Coach on CI/CD guidelines and police CI/CD compliance Explain central CRM strategy and assess CRM capabilities in the markets Show how to combine marketing and PR to increase communication impact Identify open issues/concerns in the markets Share best practices / push for synergies Target Group Marketing Directors from non MediaCom / non MRT markets Newly appointed Marketing Directors from larger markets Fully-integrated, cross-functional marketing initiation program 8 ŠKODA Next steps for a growing brand, PMI, C. Hohmann, 2012

9 Hot House and practical implementation - Example: Citigo target groups and launch campaign 9 ŠKODA Next steps for a growing brand, PMI, C. Hohmann, 2012

10 Target group definition and description Customer Insight: Socio-Demographic Description A Day in the Life of Using expert data sources and market expertise of importers and agencies NCBS Basic Description + Sigma NCBS - New Car Buyer Study Sigma Study about social Milieus TGI Target Group media usage analysis Defining the target groups based on real data (NCBS, Sigma) Enriched and Extended Description + Enriching this definition with additional data sources TGI Concrete and Detailed Description Creating a real persona 10 ŠKODA Next steps for a growing brand, PMI, C. Hohmann, 2012

11 A day in the life of Marco Marco is 22 years old. Fun City life University Chat Friends His father: For my son I want a car that I can rely on cost- and safety-wise. Studying Music I want an agile car that makes sense for the city and matches my style: It should be fun to drive yet affordable and look good, but please no toy car! 11 ŠKODA Next steps for a growing brand, PMI, C. Hohmann, 2012

12 Marco and his media touchpoints 12 ŠKODA Next steps for a growing brand, PMI, C. Hohmann, 2012

13 A day in the life of Stefanie Lifestyle Stefanie is 35 years old. Holidays & Nature I need an agile car without compromising on quality, comfort and safety, at an attractively affordable price. Of course, it also needs to be environmentally friendly and look elegant with a friendly smile. Sport & Fitness Food & Health Friends 13 ŠKODA Next steps for a growing brand, PMI, C. Hohmann, 2012

14 Stefanie and her media touchpoints 14 ŠKODA Next steps for a growing brand, PMI, C. Hohmann, 2012

15 Customer Insight: Media Budget Allocation as a Consequence of Target Group Media Consumption Patterns Example of Citigo Former standard media mix 3% INTERNET 7% OUTDOOR Citigo: Media Mix reflecting clients changed media behavior 30% DIGITAL: Facebook, Youtube, Applications, Search, Banners, Contests: interactivity and dialogue with target group 10% RADIO 20% PRINT 60% TV targeted involving interactive 30% OUTDOOR: Public transport incl. digital formats for a better involvement with target group 0-10% PRINT Supportive role, mainly PR formats 25% TV: Careful selection of TVC placment (relevant content) and usage of niche channels 5% CINEMA 3D Spot & interactive game 15 ŠKODA Next steps for a growing brand, PMI, C. Hohmann, 2012

16 Creative concept Due to the new possibilities of the digital world young people tend to meet more often online than in real life. But isn t real life so much better actually? After (Facebook) and (Twitter) comes: We offer a real-life alternative to the virtual world: ŠKODA Citigo. Your new Communication Tool. 16 ŠKODA Next steps for a growing brand, PMI, C. Hohmann, 2012

17 Target group focused & integrated via all media touch points Social Media Facebook & YouTube Music video DJ Tiësto feat.anastacia Deeper Love 9 print motifs with Citigo Highlights 10 TVCs feat. Citigo Highlights, incl. Anastacia radio version Deeper Love Launch catalogue incl. links to online social networks Music video Anastacia radio vers. Deeper Love Tiësto Charity Citigo(s) Tiësto Citigo Club Tour Meet app Online model page Draft SD card promotion with Anastacia unplugged Stefanie Marco 17 ŠKODA Next steps for a growing brand, PMI, C. Hohmann, 2012

18 Thank You.