Skoda came into the Indian marketplace position agency dorsum inward 2002 amongst the highly successful premium sedan Octavia. Ever since the build has created an icon of a premium build amongst real sturdy cars. However, the build was eclipsed when the Indian marketplace position saw the likes of BMW, Audi, together with Mercedes fighting it out amongst novel models together with build promotion 
. Somewhere downwardly the line, the build went into a slumber, my supposition is that when the Volkswagen build was promoted heavily, Skoda went into sleep.
2018 is witnessing a comeback of sorts for this brand. According to paper reports, Volkswagen grouping is planning to set Skoda build inward the middle of Bharat 2.0 strategy.
One of the issues that the build is facing is the perception ( rather truth) of Skoda beingness expensive to keep inward price of service together with spare costs. This lawsuit was faced past times Ford who ran a big crusade trying to modify the perception.
To modify the perception, Skoda is offering warranty together with service packet to the machine owners together with a celebrity-driven brand campaign.
The build has roped inward Boman Irani every bit the celebrity endorsing the novel campaign. Interestingly Boman Irani is every bit good endorsing Cars24 portal. Seems similar he is the novel favorite of Auto brands.
Skoda needs to modify the perception of beingness expensive to keep since the build is expected to launch a serial of products that volition drive VW's portion inward the Indian marketplace position inward the coming years.
Because of this perception, Skoda cars are non inward the consideration laid upward of virtually of the customers who facial expression for an upgrade inward the mid-range segment. In my opinion, Skoda is a sort of squeezed inward the Indian machine marketplace position amongst the luxury segment beingness dominated past times brands similar Audi, Benz, BMW etc spell the premium segment is witnessing the intense contest betwixt the likes of Honda together with Suzuki.
The coin that the brands similar Skoda together with Ford had to incur to modify the perception of beingness expensive to keep build is a lesson to marketers. Perceptions are slow to practise together with frequently created without a thought. Once the perception is laid upward inward the heed of the target market, it volition burn downwardly a hole inward the brand's bag for a long time.
