Skoda vs BMW

8/6/2019 Skoda vs BMW

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Comparing 2 brands with the prism of Kapferer

Skoda vs. BMW

8/03/2011

Hiba AliID: A4028015


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SKODA

Skoda Brand based on the Prisim of Kapferer:

y Physique: Transport and Automobilesy Personality: Originality, Traditiony Culture: Europeany Relationship: Improved quality, with great value for money. Sponsorship

(Motor show)y Reflection: Trustful, Creative and Excitingy Self Image: Innovative and creative city car

C omparative Analysis:

Skoda: Before the 1990 s Skoda had a negative brand image, but with thepolitical changes in 1989 came a new market economy. In December 1990 theybegan a joint venture with Volkswagen, it was the fourth brand in the VW Group.Since then Skoda has gone from strength to strength, manufacturing not onlyexcellent cars but also happy drivers.

Skoda uses a theoretical system to creating its brand building programs:y Quality: Improved quality to develop brand equityy Reposition: Mainly focused on repositioning the brand from low to bett er

quality.y Well- blended communications: change consumers perception of the

brandy Long-term perspective: Invested in the brand over long term to spread

awareness, brand message and retain loyal consumers.y Internal marketing: The brand value and positioning is understood,

particularly in the service sectory

Market and Sales: Skoda mainly focuses in the European market, though thereis substantial growth in Asia. Its Motor show contributed to strengthening itsbrand position on a global level. In 2009 the Skoda brand increased by 1.4% andhas been consecutively increasing since 2007 and in 2008 it had a market shareof 2.4% in the UK.Marketing Strategy: is to offer their products at an outstanding value formoney, with excellent customer experience. Other techniques include extremecompetitive pricing, design cars that are innovative and creative andrepositioning it self.C ompetitors: Ford, Peugeot and Renault Advertisement: More of above the line, targeting a mass audience. Uses bothUSP and ESPTarget: mainly look at demographic criteria (25- 35, starting or looking to start afamily in the city)Message: Is integrated, only the best for you The idea is youth, fierce, creative,innovative and quick adaption


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BMWBMW Brand on the Prisim of Kapferer:

y Physique: Transport and Automobilesy Personality: Elegance and Savvyy Culture: Germany Relationship: Dynamic performance combined with superb design and

exclusive qualityy Reflection: Fun and sporty, yet elegantly designedy Self Image: Financial status and classiness

C omparative Analysis:As a worldwide organization, the BMW Group has long and established aheritage of manufacturing premium products. The brand has been building areputation for reliability and excellence, by the year 2020 BMW intends tostrengthen its position within the global motor vehicle market by increasing itssales. It has been determined to grow and has invested in its future. Today thebrand is seen as elegance and class that delivers its core benefits throughinnovation.

BMW uses a theoretical system to creating its brand building programs:y Quality: BMW has always delivered it core benefits through innovation

and dynamic performance, which sequentially helped them build theirbrand equity.

y Position: BMW has a strong, clear and unique position in the consumersmind.

y Well- blended communications: delivering the ultimate driving machiney

Long-term perspective: Invested in future technologies, new vehicleconcept and pioneering driving systemsy Internal marketing: The brand value and positioning is understood,

particularly in the service sectory

Market and Sales: The USA, Germany and UK have the highest sales in volumeof BMW automobiles. But it is thriving globally, in 2010 it had a sales growth28% and ranked 15 th on Interbrand s best global brand list.Marketing Strategy: It has maintaining it Brand position and offer premiumproducts at premium price. Other strategies include maintaining its Brand imageand generating vibrant designs and ground-breaking performance as a product.C ompetitors: different products have different competitors but mainlyMercedes, Porches and Volkswagen. Advertisement: Is through the line, product placement and sponsorships and allits adverts focuses on the BMW brand values and the car. Its adverts evolve inresponse to economic, environmental and competitive changes.Target: They use demographic, regional and geographic criteria but different product targets a different consumer. However these consumers have one thingin common, which is the appreciation of driving a fun and sporty, yet elegantlydesigned car.


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Message: Is integrated, Ultimate driving machine The idea is evolving,innovative, dynamic and sustainable

Resources:

I. http://www.interbrand.com

II. http://www.skoda.co.uk

III. http://www.bmw.co.uk

IV. http://www.carpages.co.uk

V. http://www.bmweducation.co.uk

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Skoda vs BMW