How a strong brand policy gave ŠKODA a higher market share

Challenge

In 2017, ŠKODA was still mainly a manufacturer of virtuous cars, but the brand could still gain a little more face in the market. Its market share was stable, mainly due to a pleasant additional tax rate. However, ŠKODA wanted more. They wanted to give the brand an MOT and take it in a new direction for the long term. The desire was to strengthen the brand to capture more market share.

The approach

As a leading marketing research agency, Validators accepted ŠKODA's challenge and we set to work to strengthen its brand. Our approach was based on three pillars: clear insight from research, consistency and perfect execution.

To help ŠKODA strengthen their brand policy, we used several research methods. First, we conducted a comprehensive market research to understand the current perception of the brand and the wants and needs of the target audience. Next, we conducted a brand survey to identify the strengths and weaknesses of the brand and understand what makes it unique. Finally, we conducted a competitive analysis to determine ŠKODA's position in relation to its competitors.

The result

Our research revealed that ŠKODA was primarily known as a manufacturer of reliable and solid cars. However, there was little differentiation from the competition. It also showed that there was still little emotional attachment to the brand among the target group. This was an important insight, as emotional attachment plays an important role in consumer purchasing behavior.

Thanks to our research and insights, ŠKODA adjusted and implemented their brand policy. For example, they have adapted their communications to place more emphasis on the emotional value of the brand and have expanded their product range to include more innovative and attractive models. This has resulted in strong growth in ŠKODA's market share, successful model launches and winning both a Golden EFFIE and a SAN Consistent Accent. ŠKODA's market share has grown particularly fast since 2017 and the brand now has a clear position in the market.

Concrete outcomes and follow-up

Thanks to the adapted brand policy, ŠKODA not only captured a higher market share, but also built a strong position in the market. The brand is now known for its reliable and solid cars, as well as for its innovative and attractive models. This has led to more satisfied customers and contributed to a positive brand experience. In the long run, this will result in higher customer loyalty and a stronger competitive position.

ŠKODA's success is the result of clear insight from research, consistency and perfect execution. By using our research methods and delivering the right insights, we have helped ŠKODA strengthen their brand strategy. This has resulted in higher market share, successful model launches and winning major awards. ŠKODA is now a strong brand with a clear position in the market and is expected to continue to grow in the long term.