SKODA aims to target Tier III towns with OOH media planning
By M4G Bureau - October 28, 2020
Tarun Jha, Head of Marketing and Product, Skoda Auto India believes including OOH strategy will drive the sales and strengthen brand name
After having strong base in metro cities, Tier I and Tier II towns, SKODA is planning to target Tier III cities in order to drive its sales through showrooms and dealership stores. In an exclusive conversation with Media4Growth, Tarun Jha, Head of Marketing and Product, Skoda Auto India said OOH will be the key communication channel for the brand to promote its cars and drive footfall into stores.
“Our plan is to have a strong presence in Tier III cities and OOH has been a key media herein these towns. Hence, our marketing plan will include comprehensive OOH strategy to reinforce brand name and drive sales in these new markets,” said Tarun.
Talking about outdoor campaigning, he added, “OOH communication has to be timely for better effectiveness. As the traffic started to build up post unlock phases, we have utilised airport branding. We also undertook innovative ‘Drive-In Movie Experience’ sponsorship which we believed was quiet apt looking at current condition. Hence, we will be leveraging the OOH media at the right time and right opportunity.”