New Approaches in Marketing Communications: The Case of Skoda Auto India
New Approaches in Marketing Communications: The Case of Skoda Auto India

Summary/Abstract: The paper aim is to investigate new approaches in marketing communications of a global car maker in emerging market. The study addresses theoretical streams on modern marketing communications such as customer experience, personalization and customization by outlining the importance of these factors for implementing strategic marketing tools localized for the Indian market. The goal of the article is based on implementation analysis to determine the success of the communication strategy ŠKODA AUTO India, reveal the strongest marketing tools at present and find out how they affect the operation of the company on the Indian market. The study suggests how to improve communication strategies of ŠKODA AUTO India. The paper sheds a light on the new approaches in marketing communications at SKODA AUTO India, which has been emerging recently. Study’s results show that the company has selected alternative ways of organizing its own approaches towards the customers on the Indian market. Paper results show that the firm targets wide variety of customers through different communication channels and marketing campaigns specific for the automotive market in India.

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