宝来汽车规划现状-英文版.pptx
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宝来汽车规划现状-英文版.pptx
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BoraCommunicationPlanProposal2007-08-10,A.BORA20071stHalfYearCommunicationReview1.Brandcommunicationstrategy2.Mediapublicity,PReventsreview,BrandintroductoryperiodOct.2006-Dec.2006,ForcefulbrandconceptpopularizingperiodJan.2007-Jun.2007,Theme:
Controllingpower,enjoyinglifeMeasures:
ads,softnews,journalist,dealerevents,expertdrivetestObject:
Bringingouttheconceptofthenewproductanditsposition,focusingonitscoreconceptandproductfeatures、Time:
Nov.2006toDec,92006,Theme:
DynamicBora;HappyBoraTimeMeasures:
ads,carexhibitionsandtestdriveforconsumers,PRevents,softpbulicityObject:
forcefullyspreadandcommunicateoutbrandconceptTime:
Dec.92006toJun.2007,Theme:
DriverscarMeasures:
Ads,promotions,PRevents,softpublicityObject:
Penetrateintothelifeoftargetconsumers,reflectthefunofdrivingBoraandthelifestyleandmentalstateoftargetBoraconsumersTime:
July2007toDec.2007,Communicationexecutionatdifferentstages,1、BrandCommunicationStrategy,Longtermevents:
carexhibition&testdrive,BrandconceptconsolidationPeriodJuly2007toDec.312007,Boracarsalesvolumetrend(2007.1-7),0,1000,2000,3000,4000,5000,6000,7000,1,2,3,4,5,6,7,Jan.,Feb.,Mar.,Apr.,May,Jun.,Borabrandimage,productconfiguration、functionsoftpublicity,Borafourcityexhibitionandtestdrive,7500km1stmaintenanceads,BoraWorldCupads,BoraWorldCupevent,PowerseriesprintadsforecastTVCTeaserPowerBORAseriesinternetads,BORAHappyTimeSeriesPrintads,BoraExhibitionandTestDriveads,Bora1.6LLaunchinformingads,ChallengerCantoTVC,DriversinternetadsPraisecanto,BoraCoordinationSeriesInternetads,Bora1.6LLaunch,The500,00thcar(BORA)off-linecelebration,July,2.BranddirectionAccordingtothebranddirectionandthefeedbackfromthepublic,customersanddealers,starttorichthebrandimageofBoraandprepareforcommunicationconceptadjustment,andvia“BoraHappyTime”seriesprintadsofthenextstagetomakeapreparation,Praisecanto,Countrysidetimecanto,CoffeeTimecanto,Datetimecanto,TEASERforecast,Challenge,“PowerBroa”imageads,“BoraDriberscar”imageads,Printads,TVC,Internetads,Outdoorsads,“PowerBora”Seriesoutdoorsboard,3PReventsEversincethelatterhalfof2006tothefirsthalfof2007,inordertohelpBorasetupitsindividualityinitsproductandbrandimage,aswellashelpthepublic,especiallythepotentialconsumerstoknowBora,toexperienceBoraandlikeit,andfinallyachieveabettersales,followingPReventsaredesignedandplannedENTERPRISEIMAGE:
The500,000thBorasteppingdownfromtheassemblylineofFAW-VWProductionpopularization:
BORALaunchTetralogy(Boraoff-line、Borarelease,Boraformallaunch、Bora1.6Llaunch)“ExperiencingBora,enjoythefun”2007BoranationwidecarexhibitionandtestdriveBrandimage:
“Watchingexcitinggames,enjoyingBoraexcitement”,The500,000thBorasteppingdownfromtheassemblyline,Bora1.6Llaunch,Watchingexcitinggames,enjoyingBoraexcitement”,ExperiencingBora,enjoyingthefunofdriving,ToexcavatethebrandcoreconceptRaisetheproductimageEnrichtheproductconnotationEnsurethealreadygotfruitExpandmarketpositioningdistinction,1.ViatargetcustomerunderstandingtoextendBoraimagethatcoincidentallymatchthelivingstyle,philosophyandvaluejudgementofourtargetcustomer.2.BythechangeoflaunchingBora1.6,asecondphaseofBoraimageestablishmentandcommunicationstrategywillbeimplementedtoproactivelyapproachcustomersdailylifeasaresulttogaintheirrecognitionandpreference.Coremessagedelivery:
CommunicationStrategyforthelatterhalfof2007,CaritselfDriverObjectivelyMentallyPhysicalConsiderationPsychologicalThinking,TARGETCOMSUMERS:
ThebuyersofBorabelongtotheburgeoningmiddleclasswhoenjoyagoodtaste,andelicatesentimentandastrongsenseofego,movinguptopeakoftheirlife.Whentheyarepurchasingcars,theyseldomfollowthecommontrend:
itsnottheirstyletobuyluxuriouslylookingbutcompletelyjoylesscars,consideringthefunofdriving,justoutofvanity.Fullofconfidence,defyingtheboundary,theyarechallengingthemselvesallthetime.Theyachievesuccessesforphases,whichareunusualforthepeopleoftheirage,withtheirwisdom,knowledgeanddiligence,holdingaboundconfidenceandhopeforthefuture.Suchagroupofpeopleemphasisself,possessofcreativityandarefullofyouthfulspirit.ANALYSISDISCOVERY:
Theyliketoshowtheirabilityofoutdoingthemselvesandcontrollingtheirlifewithease,aswellastheirfeelingofthesuperiorityarisingfromthis.Bydoingthese,theydrawappreciation,praiseandadmirationfromotherpeople.,BORACOMMUNICATIONBRIEF,AIM:
Boraisacarthathasadeepunderstandingoflife,asitcanreflectmyvaluesandattitudetowardlife,andatthemeantime,Iquitebelievethatitsperformanceisfairlygood,sowhenIwanttobuyacar,ifImwelloffenough,Iwillchoose1.8T,ifnot,a1.6willbeagoodchoice.,Statusinquo:
IacknowledgethatBoraisadynamicpersonalcar.AnddrivingBoracansatisfymyrequirementforpoweraswellasforconfirmationfromotherpeople.Tome,generallyspeaking,itisanicecar.WhenIamchoosingacar,Borawillbeonthelistofconsideration,SUPPORT:
Stronginpower,moderninshape,fashionableindesign,advanceinassembly,andexcellentinratioofperformanceandprice,TONEOFPUBLICITY:
Modernity,sensibility,confidence,RULESGOVERNINGTHEEXECUTION:
1.Pressingclosetothelifeformofthetargetconsumers,theoriginalityshouldbeinaccordancewiththeirvaluesandpsychologicalstate2.Confusionshouldbeavoidedbetweenthetraditionalopinionofhavingachievedsuccessandtheimageofenterprisingandgainingperiodsuccessoneafteranother.(Thelatteriswhatshouldbemanifested.)3.Gettingridofthecreatingmethodofunilaterallyfocusingonyouthandcolor.4.Thesensiblewayofexhibitingtheideashouldplayamostimportantpartintouchingtheconsumerspsychologicallyandthepowerofhumorwillsometimesplayakeyrole.,BrandintroductoryperiodOct.2006-Dec.2006,ForcefulbrandconceptpopularizingperiodJan.2007-Jun.2007,BrandconceptconsolidationPeriodJuly2007toDec.312007,Subject:
Drivingpower,endlessexcitementforlifeObjective:
forcefullypromotethenewproductconceptandpositioning,Topic:
powerBora;BorahappytimeObjective:
Forcefulbrandconceptpopularizing,Topic:
ExceedingFunandexecitementMethod:
Ads、SP、PRevents、SoftcommunicationBranddirection:
fromrationaltosensational,fromcartocarowners、fromphysicaltopsychologialAdvertising:
Brandads、functionads、eventcoordinationadsPRevents:
Brandimage:
carownerevent、carsubjectevents,sports、CulturaleventsponsorshipSP:
Buyingcars,winningthechancetoattendBoraspecialtrainingcamp、“Comfortableupgradingversion”SP、areapromotion(Shenzhen、Chengdu)Afterservive:
afterservicemonth、servicecenterchallenge,Stagecommunicationexecutionstrategy,2007BoraBrandBuildingStrategy:
3BStrategy,NamePlateBuilding,RelationshipBuilding,Win-WinBuilding,Step1,Step2,Step3,Aug.8,2006,Aug.2007,2008,Demonstrationof3BStrategy,BuildingofNamePlateThekeyoflaunchofnewproductsistobuildagoodbrandimageamongtheconsumersandexpandthebrandfame.Afteraboutoneyearsadvertising,PRevents,Borahassetupaconsiderablebrandimageamongtheconsumers.BuildingofRelationshipDuringthebranddevelopment,theestablishmentofagoodrelationshipwithconsumers,mediaanddealersisakeytoitsconsistentdevelopment.Byusingdifferentstrategies,closetherelationshipwiththemandsetupagoodbrandrelation.BuildingbyWin-WinDuringthematurestageofthebrand,theconstructionofacompleteandpersonalservice,aimingatachieveawin-winmodeforboththemanufacturerandtheconsumerswillaffectthefurthergrowthofthebrand.,NamePlateBuilding,MarketPositioning,Abovetheline,Belowtheline,TVC,Printads,Internet,Events,PR,TeaserChallenger,DynamicBoraSeriesPraiseCantoHappyTimeSeries,InternetadsMiniinternetcoordination,-BoraLaunch(Xiamen)-1stBoraHanding-overCeremony-ExhibitionandTestDrive-Bora1.6Launch,HaichenDailycommuni-cation,RelationsBuilding,CustomerrelationsmanagementCRM,DealerrelationsmanagementDRM,MediarelationsManagementMRM,Carowners,Potentialconsumers,AnniversaryofBORAlaunch,Boraopera,CareforJetta,ExperienceBora,Borahandbook,Internet,Serviceimage,SalesPromotion,“ServiceStar”Challenge,“SalesMaster-hand”Challenge,SpringFestivalSP,Logisticsupport,FunctionTVC,Publicizinggiftproduction,Rulesfordealers,Mediasaloon,Win-winBuilding,Customers,F-VW,BrandLoyality,SalesIncrease,CarConfigurationTechnologyPriceLevelBoraGradingOwnerBenefits,StrongName-plateSalesGrowthQualityServices,WordofMounth,BrandAsset,WhydoweneedtobuildCRM?
CRMhasbecomeacoreofcorporatecompetitionstrategyaswellasaprofitincreasingpoint.Onlywhenacorporatereallyunderstandsandgraspstheneedofcustomerscantheyadjusttothemarketdemandandgetanupperhandinthefiercemarket.,CRMManagement,Customerdatabase,Contactchannel,Activities,Updatingofthedata,FAW-VW,Carowner,Dealer,Directmailing,E-mail,Telephone,SMS,Club,Carownerfeedback,Dealerinformation,Monthly-publishedmagazine,Clubactivities,(periodical),Subjectevents,(withinterval),(Integralscoresrecord),(magazineandactivities),1,2,3,4,Recenteventplan1、CareforJetta,newexperiencefromBora2、“Salesmaster-hand、ServiceStar”challenge3、BoraMediaSaloonPlan4、“ExcitingBora,enjoyableopera”roadshowproposal5、“BoraClub”Magazine,CareforJetta,newexperiencefromBora,CampaignSchedule:
A.ContactBoraowners:
Sept.15-Sept.25Criteria:
Jettaowners(over5yrs)-purchaseofthenamelistContactmethod:
collectthenamelistofJettaownerswhoarewillingtochangeforanewcarContactcontent:
findouttheirpossible
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- 汽车 规划 现状 英文