škoda rapid launch case study 09.04.2013 (nx power-lite) (nxpowerlite)
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ŠKODA Rapid | Case Study
Looking Back: Launch of The ŠKODA Rapid
Design concept
launched at the
Frankfurt Motor Show
SOP – Rapid & Prof. Dr. Winfried
Vahland’s press briefing
Rapid media
drives - Jaipur
ŠKODA Rapid
launched in India
Exclusive - Autocar (Spy shots)
Spokes-person seeding
Geneva Motor Show 2011
Exclusive -
NDTV C&B show
Looking Back: Launch of The ŠKODA Rapid
ŠKODA launches the new Rapid
Ad Campaign
Auto Expo, Delhi
ŠKODA Rapid regional drives
ŠKODA Rapid automotive
drives
• Long term test drives• Feature test drives• Comparison test drives
Automotive Awards
2012
ŠKODA Rapid Regional Drives
Pre Launch – Exclusives
Pre Launch – Frankfurt Motor Show
ŠKODA previewed its MissonL concept
The car based on Mission L concept will fill in the gap between Fabia and Octavia.
It will be a 5 door hatchback cum saloon. Skoda has the plans to launch 4 door hatchback for the Indian market
Key Message covered by the media
Pre Launch – Start of Production
ŠKODA to start the production of its entry level sedan ŠKODA Rapid from the Chakan plant in Pune, India. Rapid is the first car which has been designed keeping in mind the special needs of Indian customers ŠKODA’s Fabia was produced there and they are happy to roll-out Rapid from Pune as well
The commencement f production of Rapid is in line with the company's 2018 growth strategy, which aims to double sales globally to 1.5 million units
It will be launched in India by the end of the year to draw bigger volumes, before it debuts in Europe and China. It has the potential to cross the volumes of the Fabia
Key Message covered by the media
Medium PR Value (in Euros)
Print 142,478
Electronic 124,045
Online 833
PR Value
Spokesperson Seeding
ŠKODA’s entry level sedan will come to India by end of 2011
ŠKODA’s entry level sedan will come to India by end of 2011
Print Coverage– Start of Production
Pre Launch – Rapid Drives at Jaipur
Key Message covered by the media :
ŠKODA Rapid is likely to make a distinct identity in the premium sedan segment in the domestic market and proves to be a great threat to the existing brands in the coming time
It is the Volkswagen Vento with a fair number of improvisations
The design is simple, fresh and functional, thus appealing to the general Indian population
Medium PR Value (in Euros)
Print 182,707
Electronic 187,953
Online 2,013
PR Value
Media Drives – A turning point for The ŠKODA Rapid
Why the Rapid drives worked?
Result: Positive Media Feedback
Media Drives – A turning point for The ŠKODA Rapid
Print Coverage– Rapid Drives at Jaipur
Coverage : Auto Trade Magazines covers
Print Coverage– Rapid Drives at Jaipur
Coverage : Auto Trade Magazines
Print Coverage– Rapid Drives at Jaipur
Electronic Coverage– Rapid Drives at Jaipur
Launch – MI Press Conference of Rapid in New Delhi
Key Message covered by the media :
ŠKODA launched its mid-sized sedan Rapid in New Delhi
Rapid is available between Rs.6.75 lakh and Rs.8.99 lakh in India
Rapid bridges the gap between compact car Fabia and the sedan Laura
ŠKODA expects Rapid to become its best-selling car in the country surpassing Fabia’s numbers
Medium PR Value (in Euros)
Print 473,584
Electronic 152,175
Online 7,783
PR Value
Print Coverage – Rapid launch
Print Coverage – Rapid launch
Print Coverage – Rapid launch
Central chronicle
Print Coverage – Rapid launch
New Indian express
Print Coverage – Rapid launch
ŠKODA Rapid Regional Drives
Ahmedabad
Kochi
Chandigarh
City Print Electronic
Ahmedabad 26 1
Chandigarh 11 1
Kochi 8 2
Total 45 4
Total PR Value: Rs. 67,246
ŠKODA Rapid Regional Drives
Coverage
Key P1 publications like Dainik Bhaskar (Chandigarh), Divya Bhaskar
(Ahmedabad) and Malayalam Manorama (Kochi)
covered the regional Rapid drives with adequate
branding, key messages and images
• ŠKODA’s entry level sedan will come to India by end of 2011
• Plans of launching 5 new models in 2 years• Rapid to be launched by end of 2011
• Model Offensive• Mission L• 2018 Growth Strategy
• ŠKODA Rapid – In India first, the world later• “Made in India and made for India” car
• Priced at Rs. 6.75 lakhs ex showroom Delhi • Rapid launch reinforces ŠKODA’s commitment to the Indian market
• The ŠKODA Rapid campaign is based on thoughtful solutions for different needs during the Indian wedding
Looking Back: Launch of The ŠKODA Rapid
Key Messages covered
Outcome
•19000+ enquiries & 2059 bookings (by December 2011) as a result of the successful PR campaign
• Higher penetration in the online space to garner reviews – Good medium to sustain in absence of any activity
• ŠKODA Rapid 9th most searched new car launched in 2011 in India – Google India survey
What worked for The ŠKODA Rapid?
What did not work for The ŠKODA Rapid?
Auto Expo:
• The ŠKODA Rapid was already launched in November 2011, one and a half month before the Auto Expo 2012 • ŠKODA showcased the Rapid at the Auto Expo, but it did not gather as much media pull, since it had already been launched
Thank You.