DMG-宝来发展规划(英文版)ppt课件

1、Bora Communication Plan Proposal2002-08-10A. BORA 2002 1st Half Year Communication Review1. Brand communication strategy2. Media publicity, PR events reviewBrand introductory periodOct.2001-Dec.2001Forceful brand concept popularizing periodJan.2002-Jun.2002Theme: Controlling power, enjoying lifeMeas

2、ures: ads, soft news, journalist , dealer events, expert drive testObject: Bringing out the concept of the new product and its position, focusing on its core concept and product features、 Time: Nov.2001 to Dec,9 2001 Theme: Dynamic Bora; Happy Bora TimeMeasures: ads, car exhibitions and test drive f

3、or consumers, PR events, soft pbulicityObject: forcefully spread and communicate out brand conceptTime: Dec.9 2001 to Jun.2002Theme: Drivers carMeasures: Ads, promotions, PR events, soft publicityObject: Penetrate into the life of target consumers, reflect the fun of driving Bora and the life style

4、and mental state of target Bora consumersTime: July 2002 to Dec. 2002Communication execution at different stages1、 Brand Communication StrategyLong term events: car exhibition & test driveBrand concept consolidation Period July 2002 to Dec.31 2002Bora car sales volume trend2002.1-7010002000300040005

5、000600070001234567Jan.Feb.Mar.Apr.MayJun.Bora brand image, product configuration、function soft publicityBora four city exhibition and test drive7500km 1st maintenance adsBora World Cup adsBora World Cup eventPower series print ads forecast TVC Teaser Power BORA series internet adsBORA Happy Time Ser

6、ies Print ads Bora Exhibition and Test Drive adsBora 1.6L Launch informing adsChallenger Canto TVCDrivers internet adsPraise cantoBora Coordination Series Internet adsBora 1.6L LaunchThe 500,00th car(BORA) off-line celebrationJuly2. Brand directionAccording to the brand direction and the feedback fr

7、om the public, customers and dealers, start to rich the brand image of Bora and prepare for communication concept adjustment, and via “Bora Happy Timeseries print ads of the next stage to make a preparationPraise cantoCountryside time cantoCoffee Time cantoDate time cantoTEASER forecastChallenge“Pow

8、er Broa image ads“Bora Dribers car image adsPrint adsTVCInternet adsOutdoors ads“Power Bora Series outdoors board3 PR eventsEver since the latter half of 2001 to the first half of 2002, in order to help Bora set up its individuality in its product and brand image, as well as help the public, especia

9、lly the potential consumers to know Bora, to experience Bora and like it, and finally achieve a better sales, following PR events are designed and plannedENTERPRISE IMAGE: The 500,000th Bora stepping down from the assembly line of FAW-VWProduction popularization: BORA Launch TetralogyBora off-line、B

10、ora release, Bora formal launch、Bora 1.6L launch “Experiencing Bora, enjoy the fun 2002Bora nationwide car exhibition and test driveBrand image: “Watching exciting games, enjoying Bora excitementThe 500,000th Bora stepping down from the assembly lineBora 1.6L launchWatching exciting games, enjoying

11、Bora excitementExperiencing Bora, enjoying the fun of drivingMarket environmentConsumersBrand positioningBora brand core conceptTo excavate the brand core conceptRaise the product imageEnrich the product connotationEnsure the already got fruitExpand market positioning distinction1. Via target custom

12、er understanding to extend Bora image that coincidentally match the living style , philosophy and value judgement of our target customer. 2. By the change of launching Bora 1.6, a second phase of Bora image establishment and communication strategy will be implemented to proactively approach customer

13、s daily life as a result to gain their recognition and preference. Core message delivery: Communication Strategy for the latter half of 2002 Car itself Driver Objectively MentallyPhysical ConsiderationPsychological ThinkingTARGET COMSUMERS:The buyers of Bora belong to the burgeoning middle class who

14、 enjoy a good taste, an delicate sentiment and a strong sense of ego, moving up to peak of their life. When they are purchasing cars, they seldom follow the common trend: its not their style to buy luxuriously looking but completely joyless cars, considering the fun of driving, just out of vanity. F

15、ull of confidence, defying the boundary, they are challenging themselves all the time. They achieve successes for phases, which are unusual for the people of their age, with their wisdom, knowledge and diligence, holding abound confidence and hope for the future. Such a group of people emphasis self

16、, possess of creativity and are full of youthful spirit. ANALYSIS DISCOVERY:They like to show their ability of outdoing themselves and controlling their life with ease, as well as their feeling of the superiority arising from this. By doing these, they draw appreciation, praise and admiration from o

17、ther people. BORA COMMUNICATION BRIEFNAMEPLATE OFFERS:Experiencing of the excitement and fun of self challengePOSITIONING: Drivers CarAIM:Bora is a car that has a deep understanding of life, as it can reflect my values and attitude toward life, and at the mean time, I quite believe that its performa

18、nce is fairly good, so when I want to buy a car, if Im well off enough, I will choose 1.8T, if not, a 1.6 will be a good choice. Status in quo:I acknowledge that Bora is a dynamic personal car. And driving Bora can satisfy my requirement for power as well as for confirmation from other people. To me

19、, generally speaking, it is a nice car. When I am choosing a car, Bora will be on the list of considerationSUPPORT:Strong in power, modern in shape, fashionable in design, advance in assembly, and excellent in ratio of performance and priceTONE OF PUBLICITY:Modernity, sensibility, confidenceRULES GO

20、VERNING THE EXECUTION:1. Pressing close to the life form of the target consumers, the originality should be in accordance with their values and psychological state2. Confusion should be avoided between the traditional opinion of having achieved success and the image of enterprising and gaining perio

21、d success one after another. (The latter is what should be manifested.)3. Getting rid of the creating method of unilaterally focusing on youth and color.4. The sensible way of exhibiting the idea should play a most important part in touching the consumers psychologically and the power of humor will

22、sometimes play a key role. Brand introductory periodOct.2001-Dec.2001Forceful brand concept popularizing periodJan.2002-Jun.2002Brand concept consolidation Period July 2002 to Dec.31 2002Subject: Driving power, endless excitement for lifeObjective: forcefully promote the new product concept and posi

23、tioningTopic: power Bora；Bora happy timeObjective: Forceful brand concept popularizing Topic: Exceeding Fun and execitementMethod: Ads、SP、PR events、Soft communicationBrand direction: from rational to sensational, from car to car owners、from physical to psychologialAdvertising: Brand ads、function ads

24、、event coordination adsPR events： Brand image：car owner event、car subject events, sports、 Cultural event sponsorshipSP：Buying cars, winning the chance to attend Bora special training camp、“Comfortable upgrading version SP、area promotionShenzhen、Chengdu After servive：after service month、service cente

25、r challengeStage communication execution strategy2002 Bora Brand Building Strategy：3B StrategyName Plate BuildingRelationship BuildingWin-Win BuildingStep 1Step 2Step 3Aug. 8, 2001 Aug. 20022003Demonstration of 3B StrategyBuilding of Name PlateThe key of launch of new products is to build a good bra

26、nd image among the consumers and expand the brand fame.After about one years advertising, PR events, Bora has set up a considerable brand image among the consumers.Building of Relationship During the brand development, the establishment of a good relationship with consumers, media and dealers is a k

27、ey to its consistent development.By using different strategies, close the relationship with them and set up a good brand relation.Building by Win-WinDuring the mature stage of the brand, the construction of a complete and personal service, aiming at achieve a win-win mode for both the manufacturer a

28、nd the consumers will affect the further growth of the brand.Name Plate BuildingMarket PositioningAbove the lineBelow the lineTVCPrint adsInternetEventsPRTeaserChallengerDynamic Bora SeriesPraise CantoHappy Time SeriesInternet adsMini internetcoordination-Bora Launch (Xiamen)-1st Bora Handing-over C

29、eremony-Exhibition and Test Drive-Bora 1.6 LaunchHaichenDaily communi-cationRelations BuildingCustomer relations managementCRMDealer relations managementDRMMedia relationsManagementMRMCar ownersPotential consumersAnniversary of BORA launchBora operaCare for Jetta, Experience BoraBora handbookInterne

30、tService imageSales Promotion“Service StarChallenge“Sales Master-hand ChallengeSpring Festival SPLogistic supportFunction TVCPublicizing gift productionRules for dealersMedia saloonWin-win BuildingCustomersF-VWBrand LoyalitySales IncreaseCar ConfigurationTechnologyPrice LevelBora GradingOwner Benefi

31、tsStrong Name-plateSales GrowthQuality ServicesWord of MounthBrand AssetWhy do we need to build CRM？CRM has become a core of corporate competition strategy as well as a profit increasing point.Only when a corporate really understands and grasps the need of customers can they adjust to the market dem

32、and and get an upper hand in the fierce market. CRM ManagementCustomer data baseContact channelActivitiesUpdating of the dataFAW-VWCar ownerDealerDirect mailing TelephoneSMSClubCar owner feedback Dealer informationMonthly-published magazineClub activitiesperiodicalSubject eventswith intervalIntegral

33、 scores record)magazine and activities 1234Recent event plan1、 Care for Jetta, new experience from Bora2、“Sales master-hand、Service Star challenge3、Bora Media Saloon Plan4、“Exciting Bora，enjoyable opera road show proposal5、 “Bora Club MagazineCare for Jetta, new experience from BoraCampaign Schedule

34、：A. Contact Bora owners：Sept. 15-Sept.25Criteria: Jetta owners (over 5yrs) -purchase of the name listContact method: collect the name list of Jetta owners who are willing to change for a new carContact content: find out their possible changing target: BORA1.6，1.8，.1.8TB. Execution of the Test Drive:

35、 Oct. 1-Oct.7Location: Guangzhou, , and other places where Jetta sales have been carried out for quite a long time.Preparation: confirmation of the location, place and relevant material for the test driveExecution plan: refer to “Experience Bora, enjoy the fun test driveC. Follow up the sales to Jet

36、ta owners：after Octo.7Driving feeling: find out the purchase intention of Jetta owners and follow upDiscount activity: Bound gifts or give discount to Jetta owners when they buy Bora carHot news for Media：Jetta owners gatheringInvite a group of Bora owners to attend the test drive and share the driv

37、ing pleasure of BoraAward for buying BoraJetta owners who buy Bora after the test drive will be given a ticket to “Exciting Bora, enjoyable operaMedia saloonAttract the attention of the journalists with media saloonSaloon topic: not confirmed yetWin-win modeThis will be an example in showing the eff

38、ort of FAW-VW in raising the comprehensive strength by combining the sales force of Jetta and Bora. It is a brand new mode of “care-for-the-customer management Publicity coordination: Sept.1-Oct.10“Care for Jetta, new experience from BoraHard adsOther formsSoft adsTo the publicCampaign announcementC

39、ampaign publicityTo the target buyersPublicityUrging the participationTo the publicPublicity of CI and brand imageRadio station,Newspaper,Internet, etc.Exhibition hall decorationDirect mailing publicityMagazine, newspaper, internet2002 BORA“Sales master-hand、Service Star Challenge2002 Bora “Sales Ma

40、ster-hand ChallangePre-sales, mid-sales service eventThe important duty of sales peopleRepresentative of the Corp.: their demeanor, words and deeds,directly affect the corporate imageConsultant for consumers：they are the consult for consumers unfamiliar with cars, who make up the majority of the cus

41、tomers.The front of knowing the market: directly find out the need of consumers and the situation of their competitorsCreate the need：create the consumption desire and the opportunity of choosing BoraEstablish an integrated service systemThe narrow sense of service focuses on after-service, while ac

42、tually, pre-service, and mid-service show the service quality and sense too. 。Upgrade the capacity of sales groupUnder the competition mechanism，sales people will be more active and full of initiative.BackgroundExpected effectivenessPublicize the service tenet of FAW-VWVia the event, publicize the s

43、ervice tenet of FAW-VW and establish a good service image.Perfect service systemEstablish the concept of integrated service, and enhance the service sense of sales peopleEstablish a competition mechanism among sales peopleVia the event, establish a competition mechanism among sales people so as to i

44、ntensify their competition sense and raise the service qualityIncrease the sales volumeBy optimizing the service quality and sense of the sales people to increase the ratio of contact success.Event ScheduleArea manager gradingSep.10-Sep.25Area Best Service Center competition Service center Service a

45、mbassadorAug.20-Sep.10Customer grading Sep.25BORA Best Service Center“Service Star competitionPre warm stage: gradingPrimary stage: area selectionFinal stage: champion selection2002 Bora “Service Star ChallengeAfter service eventEvent ScheduleArea manager gradingSep.10-Sep.25Area Best Service Center

46、 competition Service center Service ambassadorAug.20-Sep.10Customer grading Sep.25BORA Best Service Center“Service Star competitionPre warm stage: gradingPrimary stage: area selectionFinal stage: champion selectionFeedback from service department and area officeThe grading system of the consumers to

47、 the service center and service personnel is not scientific.Fully utilize the survey result (March to June) provided by the after service department to assist the execution of the event. This competition will affect the future service of the service centers.The method of giving consumers more favor

48、is feasible.AdjustmentUse the pre-phase result of survey to build the grading criterionAccording to the feedback from the service department, change the “Star Service Center competition to “Service Star Competition so as to increase the feasibility in execution.As for the consumers, they will be pre

49、sented with events of favor instead of participating in the grading. Simplilze the the event content so as to make it much easy to carry out. BORA Media Saloon ProgramObjective Via media saloon, invite the media people and subtly ask them to pay more attention to the positive information of FAW-VW a

50、nd keep a low tone to the negative part. Inform FAW-VW of the holding of this kind of saloon regularly Attract the attention of journalists to FAW-VW again and increase the exposure frequency of FAW-VW products, and the contact frequency with customersBetter the communication between FAW-VW, its dea

51、lers and journalists, to make the journalists give full-coverage of FAW-VW To further optimize relationship with media resourcesMedia resources analysis in Shanghai, Zhejiang and Jiangsu AreaRelease Media：Shanghai Jiangsu Zhejiang For the moment, the contact with the editors and journalists is far m

52、ore less than the ad department of the newspaper press；At present, many media have started their Auto Column for Auto Special Edition; it calls for a contact with the new born media.Via some PR events, we keep in touch with major media in Shanghai, Jiangsu and Zhejiang area, but more contact is need

53、ed to continue the good relationship.Competitors situation：With the help of geological advantage,Shanghai-VW and GM can update the information of their corporate and of their products in time and with ease, and their media exposure frequency is very high.Area coordination activitiesExpected effectiv

54、eness：Intensify the communication and exchange with major mediaConsolidate the relationship with media and facilitate news release and in-depth report, decrease the negative report.Work with area to avail the publicity of activity result. Raise the contact frequency between the corporate and the con

55、sumersArea activitiesMedia contactMedia saloonBORADMGDMGDMGMedia saloon formatInformal discussioninteractive exchange Saloon formatInformal discussion + interactive exchangeUsing novel activities to arouse the attention of mediaInformal format will help to nurture good relationshipIt can help to mak

56、e in-depth exchange with mediaMajor Effort Form: Interactive informal exchange Location: Suzhou Taihu Lake National Resort Time: Beginning of Sept. 2002 Topic: HOW TO UTILIZE HOLIDAY CAR BUYING DOMINO EFFECT Range：Media from Shanghai/Zhejiang/Jiangsu Journalist name list: Media journalists, professi

57、onal journalists from Shanghai/Zhejiang/Jiangsu Waiting for confirmation from FAW-VWMedia Saloon for Shanghai and nearby areas Media Saloon for Shanghai and nearby areas in Sept. 2002Sept.2002-Mar.2003 Shanghai,Zhejiang and Jiangsu Media Saloon Plan.Topic: Bora Sales Review Bora & China New Middle C

58、lassForm: Informal discussion Interactive gamesTopic: Bora Launch Anniversary Retrospect and vistaForm: Media meetingTopic: Bora New Year phenomenon Form: Informal discussioninteractive gamesTopic：How to keep the new car effectForm: Informal discussion interactive gamesTopic: Broa 1.6L SP Media camp

59、aignForm： Informal discussionTopic：FAW-VW Product comprehensive assessmentForm: Tea partySep. 2002Oct. 2002Nov. 2002Dec. 2002Jan. 2003Feb. 20032002 “Customer Solicitude Campaign“Execiting Bora，enjoyable opera Meaning of the activity(1) Perfect the relationship with the customersStrengthen the relati

60、onship between FAW-VW and its customers (2) Nurture the superiority complex of the car ownersAccording to the personality and psychological need to choose high quality activities of Bora owners, raise the ascription sense and superiority complex of the owners(3) Emphasize the features of operas Worl