Skoda Marketing Mix

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Marketing Mix of Skoda analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Skoda marketing strategy. The article elaborates the pricing, advertising & distribution strategies used by the company.

Let us start the Skoda Marketing Mix:

Product:

Skoda is a leading car manufacturer, which has its presence spread across the world. Skoda earlier manufactured bicycles, later it manufactured Motorcycles and finally got into manufacturing 4-wheelers. Initial 4-wheelers were mediocre and did not really garner a lot of attention. It was only after the acquisition by VW group, did Skoda start serving with premium offerings. Today Skoda is recognized for its engineering and design marvel and offers a number of flagship car models that meet with different transportation needs of a customer. The company has a wide product offering in its marketing mix. Skoda cars have been competing with the likes of Volkswagen, Fiat, etc. Now the brand is trying to further upscale its models to compete with the likes of BMW and Audi. Although, this is difficult for the brand as designs that various Skoda models come in are conventional and customer base is that of age-30+ individuals.


Image: Wikimedia


Price:

Skoda cars are priced on the basis of model and design. Within a single model line as well, there are different variants that come with different specifications. Skoda cars were recognized as everyday-regular material, but eventually, the notion is changing as the brand is scaling towards the premium category of automobiles. Today business class customers prefer Skoda over many competitive brands. The main pricing strategy in its marketing mix is competitive pricing. As competition is extremely high in this medium to high price range category, the brand has to ensure that its products are economical at the same time, they offer great value for money.


Place:

Skoda has its headquarters in the Czech city of Mladá Boleslav. It has regional headquarters across the globe as per customer base. Most Skoda customers reside in urban areas and cars are sold to these customers through showrooms. Dealer outlets, etc. Skoda also erected a number service centre that cater to the rising customer base of the brand. Autoparts and other necessary inventories can be purchased from these service centres.


Promotion:

Skoda practices a strategy of driving sales by advertising specifications of the products. Huge importance is given to various features inside the car, highlighting the luxuries and the technological forwardness of every machine. Various models like Skoda Rapid, Skoda Octavia, etc. have their own advertisement campaigns and are marketed individually. Skoda promotions are heavy on Television and Print. Branded content is the new trend and Skoda PR tries to get as big a piece of various mediums as possible. Referral marketing is practiced to get potential customers to read more about the brand and hence brand awareness is increase. Model Launches are covered by a number of automobile enthusiasts and a huge glam is put up to advertise cars at these launches. Skoda has also been a part of a number Automobile Expos where it shares space with a number of other automobile brands. Hence this concludes the Skoda marketing mix.


About Skoda:

Skoda, a Czech automobile manufacturer, has lived a journey of over a century and a quarter. Skoda carries with itself enough experience to manufacture best in the class automobile, that it does. The brand eventually fell under the Volkswagen umbrella and since then has been competing with its parent brand as well. Skoda was earlier launched as an average automobile brand, but with continuous upgradation and innovation in design and features, the brand today serves as a semi-premium brand to the customers.

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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only.

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