A Project Research Proposal

On

Title: A Study of Public Relations with

reference to Skoda Motors
(Moharir Skoda Nashik-422009)

For the partial fulfilment of the degree of

Bachelors of Commerce

By
Mr. Shreyash Pankaj Khare
Class: T.Y.Bcom Div:F Roll no: 635

Guided by:
Prof. P.S. Kulkarni

For Academic Year

2021-2022
“The role of PR in changing perceptions of Skoda ”
TITLE:

INTRODUCTION:
Few consumers buy products at random. This is particularly true for durable
‘Public
products,relations
such aspractice
washingismachines,
the planned and sustained
freezers and cars,effort
whichtoare
establish
likely toand
maintain
be kept forgoodwill and mutual
a long time. Branding understanding
is a form ofbetween an organisationwhich
product differentiation and its
publics.’
quickly and(Institute of Public
effectively Relations).a lot about a product and helps
communicates
reduce the random nature of product selection by the consumer. A brand
It woulda have
comprises rangebeen impossible
of features whichto identify
transform thethe Skoda brand
products image
of a particular
overnight.
organisation. It takes years to
This could bechange
a name,perceptions
sign, term, and this or
symbol is why
otherpublic
creative
relations was key tohelps
element. Branding Skoda’s rejuvenation.
consumers to identify closely with products which
satisfy their needs and provides them with a deeper understanding of the
Publicand
qualities relations is essentially
characteristics a long-term
associated process,
with the product.sending messages
In terms of theirto
the public, designed
perceptions, brandingtoprovides
build andconsumers
develop the withreputation
a clearerofpicture
a brandof over
whatathe
period
productofoffersThe
time. Above all, public
success relationsof
and popularity must work
brands to a planned
change with time. Over
programme with and
different periods clearfor
objectives,
different and it must
reasons, be sustained.
some brands become Although
moreSkoda
enjoys
popularaandpremium
have abrand
betterimage
imageinthan
central Europe
others. With(where the company
an increasing number of
originated), the situation
well-differentiated brandsininthe UK has
today’s been very different.
market-place, From the
it is important for late
1940s throughtotoevaluate
organisations 1989, Skoda manufactured
the distinctive in a of
qualities communist-dominated
their brands and use
market.
these qualities to develop each brand’s success. Skoda is an example of a
Thiswhose
brand climate allowed has
popularity littlegone
outside intervention
up and down likeina terms of modern
roller-coaster in its
technology and new ideas, and suppressed innovative and creative methods
100 year history.
of working. In those days, its cars were cheap to buy but Skoda could not
hope to compete on an equal footing with cars manufactured in the West and
in such a competitive market-place. The problem facing Skoda in changing
its image in the UK was that the public’s view of the brand was outdated and
lagged behind the reality of the product. Public perception of Skoda was
poor and therefore relegated to the music hall jokes pioneered in the 1970s.

Need and importance of public relation policies with reference

to Marketing and Selling at Skoda Motors Nashik:
The roleand
The press of public
pressrelations
and public relations
department in the Octavia
was established launch
in 1995 and is
responsible for creating and implementing the brand’s PR strategy. Since
the launch of the Felicia in 1995, the role of press and public relations
has been fundamental in communicating the huge changes to the Skoda
brand. The first task was to create a relationship between the brand and
the media. This was achieved with press releases, press product
launches, regional press tours, factory visits to the Czech Republic and
briefings with journalists. This strategy has paid dividends in the amount
of editorial coverage seen in the media. The press strategy focused on
communicating how Skoda has changed, e.g. Volkswagen’s involvement
and investment, new products, associated products, new factory, new
manufacturing plant, dealers, history and heritage. Every aspect of the
brand and how it operates was communicated to the press and public to
create a new understanding of the brand. The Octavia press campaign
was fuelled by the huge success which Octavia achieved in Europe.
During 1997, the car was short-listed for the European Car of the Year
and the brand became the fastest growing car brand in central Europe,
overtaking Fiat which had held that position for almost ten years.
Objectives at the time of marketing Skoda Octavia:
Project management methodologies are a set of guiding principles and processes
used plan, manage, and execute projects. The project management methodology
you choose determines how work is prioritized and completed.
Project methodology:
Meaning:

Primary data:
The above data is collected through a queistionnare,
direct observation of customers, interview.

Secondary data:
Online tools, skoda nashik’s website
https://dealers.skoda-auto.co.in/location/maharashtra/nashik
1998launch
This saw theprovided
launch ofantheopportunity
Facelift Felicia,
to showthetheFelicia
modern Fun,
Skoda
the Octavia
brand and
hatchback
communicate
and the Octavia itsestate.
brand Itvalues.
is nowFollowing
on the threshold
the launch,
of even
positive
greater
reports
success, as a
appeared
result of further
in motoring
investment,
magazines,
new product
nationaldevelopment
and regional andnewspapers,
a considerable
and in
broadcast media.
improvement in brand
Publicimage.
relations
Thehad
continual
a fundamental
release of role
newin and
developing
improvedanmodels,
integratedcar
repeated communications
and customer satisfaction
strategy forawards
Skoda help
which toenveloped
justify Skoda’s
the whole
growth plans
company,
and changing rather
image
thanfor
justthe
a single
Nashikdepartment.
market. By emphasising values of
the new Skoda brand, it helped to develop a wide platform for the products
through informing, communicating and creating understanding in the
market-place.

CONCLUSION:

Reference:
Moharir Skoda Nashik-422009