1. ŠKODA Rapid | Case Study

2. 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

3. 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

4. Pre Launch – Spokesperson seeding

5. Pre Launch – Exclusives

6. Pre Launch – Frankfurt Motor Show
Key Message covered by the media
 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

7. Pre Launch – Start of Production
Key Message covered by the media
 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
PR Value
Medium PR Value (in
Euros)
Print 142,478
Electronic 124,045
Online 833

8. 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

9. Pre Launch – Rapid Drives

10. Print Coverage– Start of Production

11. 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
PR Value
Medium PR Value (in
Euros)
Print 182,707
Electronic 187,953
Online 2,013

12. Media Drives – A turning point for The ŠKODA Rapid
Why the Rapid drives worked?
Result: Positive Media Feedback

13. Media Drives – A turning point for The ŠKODA Rapid

14. Print Coverage– Rapid Drives at Jaipur

15. Coverage : Auto Trade Magazines covers

16. Print Coverage– Rapid Drives at Jaipur

17. Coverage : Auto Trade Magazines

18. Print Coverage– Rapid Drives at Jaipur

19. Electronic Coverage– Rapid Drives at Jaipur

20. Coverage : Online

21. 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
PR Value
Medium PR Value (in
Euros)
Print 473,584
Electronic 152,175
Online 7,783

22. Print Coverage – Rapid launch

23. Print Coverage – Rapid launch

24. Print Coverage – Rapid launch
Central chronicle

25. Print Coverage – Rapid launch

26. Print Coverage – Rapid launch
New Indian express

27. ŠKODA Rapid Regional Drives
Ahmedabad
Chandigarh
Kochi
City Print Electronic
Ahmedabad 26 1
Chandigarh 11 1
Kochi 8 2
Total 45 4
Total PR Value: Rs. 67,246

28. 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

29. Looking Back: Launch of The ŠKODA Rapid
Key Messages covered
• 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
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

30. What worked for The ŠKODA Rapid?

31. 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

32. Thank You.