Skoda Auto Case Study Example | Topics and Well Written Essays - 500 words

Skoda Auto - Case Study Example Globally, Skoda Auto commands significant brand recall. Their claim to fame was always their pedigree. Skoda Auto realized the need to communicate information about its product features. The recent print campaign attempts that. In June last year, the company played the safety card. The advertising strategy is pitched on safety. So there is a mother and kid print ad, and the copy reads we fill our airbags with life.' The proposition was centered on the fact that Skoda automobile comes with six airbags - a feature that safeguards the owner and his little one. This feature targets customers who are safety conscious. "We use television commercials as part of the corporate branding strategy, while the print advertisements communicate the benefits," explains Vaid. The recent well built' television commercial is a 30-second film shot in exotic locales in Goa. It says that the car needs to be well built to carry one's loved ones. However, the contemporariness of models has a big impact on purchase decision. The perception of the car in terms of its performance and design, quality, sales and after-sales, cost of ownership, apart from brand image, all affect the purchase decision. Product quality has the highest correlation with brand image, Bhatia says.