First koda SUV launch in

Romania

By
 Content
SUV market in RO
End-User
The product koda SUV
Selling strategy:
o Pre Launch Strategy
o Launch
o After Launch Strategy

Implementation and KPI

Conclusion
 SUV market in RO
Dacia Duster
Units sold: 4100
Premium class SUV Start price: 11.000
market: 94 M

Hyundai
Nissan Juke
SUV market in Middle class SUV Tucson(ix35)
Units sold: 305
RO: 201 M market: 44 M Units sold: 280
Start price: 14.000
Start price: 19.000
Uranus
Accessible class
SUV market: 63 M Nissan Qashqai
Units sold: 508
Start price: 16.000

01.01.2015 01.11.2015
www.drpciv.ro
 End-User
Dacia Duster
Ce marc-model de SUV deinei ?
68%
Raport
De ce ai achiziionat acest autovehicul ? Calitate-Pret
Vrst 25-40 58%
2 ori pe an
Sex M+F Ct de des ieii cu autovehicolul in off-road/drumuri neasfaltate ?
62%
Suntei mulumit de performanele SUV-ului dumneavoastr att
Studii Superioare n ora ct i n afara lui ( inclusiv offroad ) ? Da 39%
Practicai sporturi montane mpreun cu prietenii sau familia
Status Cstorii cu copii dumneavoastr unde SUV-ul v este necesar. Dac da, ce sport ? Ski 33%
Ai dori s avei autovehicolul dotat corespunztor sportului pe
Venit 1000 2500 care-l practicai ? Da 72%
Suntei mulumit de consumul de combustibil al autovehicolului
dumneavoastr ? Da 64%
Ct ai fi dispus s platii pentru un nou SUV care s v satisfac 15.000-25.000
nevoile ? 48%
Cu ce v ocupai ? Ce funcie avei ? Angajat 64%
 End-User

nclzire prin scaune pentru bancheta din spate, mai mult

spaiu n spate, protecie solar sporit.
Pentru sigurana si confortul copiilor.
Ce ai aduga SUV-ului
dumneavoastr ?
Asisten pentru diferite stiluri de condus.

Uuria adaptrii la condiiile de drum.

Asisten la unghi mort, camera de parcare, sistem adaptiv
cruize control, share screening ntre telefon i consola central.
Mai mult siguran i mai mult confort.
 The product - koda Uranus
The main
principles
Selling strategy

Product
adoption
cycle
 Selling strategy
Engage the
innovators and
Pre launch strategy the visionaries
to talk about
the product.
Launch
Enter into
main market
and sell. After launch strategy
 Pre launch strategy
Connectors
Target: innovators
Word of mouth Awareness
and visionaries
Experts

How ?
 Viral marketing campaigns
Quick read about 3 correct
Skoda SUV
the new model and questions bring
official site Technical data then 5 questions you a chance to
contest for about Skoda and win a Skoda
experts the new Uranus Uranus You can only win
Skoda SUV the prize if you are
Blog at the Skoda
Post on your wall a Raise more than Uranus launch in
photo or a video to 100 likes and your city on
Skoda SUV Facebook describe what send us a zz.mm.yy at
Facebook contest: What would you do with screenshot at hh:mm.
page would you do the new Skoda zzz@skoda.ro.
with the new SUV with #Skoda Youll get a a
Skoda SUV Skoda Uranus
Instagram Uranus hashtag. chance to win
? Be Simply the new Skoda
page
Clever! Uranus
 Pre launch strategy
Skoda SUV launch contest

Skoda Uranus launch contest Skoda Uranus launch contest

Skoda Uranus launch contest

 Launch
Make a top 50 quiz
participants.

1st get the Skoda SUV

Bucuresti

Constanta Car sales 2nd and 3rd get a 10%

discount card for SUV(1 year)
expo with
Timisoara discounts 4-10 get free winter tires for
Skoda SUV launch their cars (sponsored)
Iasi
SHOW 3D 10-20 get a free insurance for 1
Cluj PROJECTIONS year(sponsored)

Bacau 20-30 get a free revisions for 1

Partners year (sponsored)
Sibiu sales expo
with 30-40 get a free gas full
Craiova discounts (sponsored)
40-50 get Skoda brand
Oradea products
 After launch strategy
Make a review contest on official site
and on official Facebook page. Ask
Start a review people who bought a Skoda SUV to tell
campaign about their experience. Also make
reviews with professional review
makers.

Start a test- Organize some test-drive free

Target: weekends for the new model, and
drive
Pragmatics make it fun. People must come and try
campaign
the new SUV even they dont need a
car in that moment.

Give extended For those who need the car but they are
guarantee and suspicious, give a 7 year guarantee or
other benefits more instead 5 year standard, and
make it at the same price.
 Implemntation
Online marketing
Implement the viral marketing campaigns in online.
agency