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Skoda repositions Laura; plays the power game
The campaign shifts the brand positioning from a car that is a combination of beauty and technology, to a product for achievers who are high on power
Drawing on some revealing consumer insights, Skoda Laura has been repositioned as a symbol of power for its owners. The car, which falls within the upper C segment as per Indian segmentation, was launched in the country in 2006. The advertising spends for the brand are in line with the upper C segment spends.
Research among current as well as prospective owners of the Laura threw up the insight that the Laura is a statement of power for its owners. It was found that a majority of Laura owners were very ambitious; the sample included VP-level employees of companies, businessmen, restaurateurs and retailers, who are high on achievement and harbour ambitions of more success in life.
This repositioning campaign rides on the objectives of sharpening the messaging for the target audience and keeping the brand salience high. As an outcome of this endeavour, a connection with the dreams and desires of the potential Skoda Laura owner will be established.
In accordance with the repositioning, the brand has a new tagline: 'Skoda Laura. The Power High'. However, the target group -- that is, the successful, self-made person who works hard to achieve his dreams and does not try to prove a point to anyone except himself -- has been retained. Pradeep Mohindroo, business head, Saints and Warriors, tells afaqs!, "The audience for the Laura remains the same; but we have sharpened the focus now."
At the time of its launch in the country, the positioning was 'a car that was an irresistible mix of beauty and technology', and the brand kick-started its advertising on this platform. Back then, it was voted the 'World's Most Beautiful Automobile'; and at the same time, also brought in technology and features that were a first in India.
After this, the Laura facelift campaign was launched in 2009, which was based on the premise that the car was the 'the perfect 10/10 drive' in its segment. This served to carry forward the old brand message in a more refined manner.
The present positioning targets high achievers with even higher goals. Explaining the present shift in positioning, Mahindroo elaborates, "Presently, India is headed towards becoming one of the biggest economies of the world. And the people contributing to this growth have one thing in common, namely, their drive. These are the people who are driven by the power of ideas, executions and right implementations. Skoda owners are the future Sunil Mittals and Kishore Biyanis -- people on the power high."
Category clichés -- which SAW consciously steered clear of while ideating for the repositioning of the Laura -- include joint families, children and celebrity endorsements. Though TV is the lead medium for the campaign, it will be supported by print, online and outdoor communication.