【F】2015长安福特福睿斯公关传播方案-趋势

1、Changan Ford Escort PR Program 2015长安福特福睿斯2015年公关传播方案Trends Communication(Beijing) Culture Communication Co., Ltd.趋势纵横（北京）文化传播有限公司2Part 1 Project Background and Market AnalysisPart 1 项目背景及市场分析Part 2 Communication Strategies and Concept InterpretationPart 2 传播策略及概念解读Part 3 Event Propagation and Imple

2、mentation DetailsPart 3 事件传播及执行细节Part 4 Daily Dissemination Strategies and PlanningPart 4 日常传播策略及规划Part 5 PR Service Team and Relevant CasesPart 5 公关服务团队及相关案例Table of Contents目录3184393122Part 1Project Background and Market Analysis项目背景及市场分析3Escort: ModelEscort：典范Became a perfect model of family car

3、with free drive in 1968, with the European sales of over 16 million cars.1968年，欧洲销量超过1600万，成为家庭车和超强驾驭完美结合的典范。In the 1960s, created a precedent of Ford in the UK, cumulative sales of more than 4 million cars in the past three decades.1960年代，开创了福特在英国畅销的先河，三十多年累计销量达400多万。Won the consecutive RAC Rally (

4、renamed later) championship from 1975 to 1979.1975年至1979年，连续赢得了后来改为英国拉力赛的 RAC Rally 赛事的冠军。Won the WRC manufactures championship in 1979.1979年，获得1979年WRC的厂商冠军。In 2013, Escort concept car debuted stunningly in the Shanghai International Auto Show.2013年，Escort概念车在上海国际车展全球首次惊艳亮相。4Replace the classic Fox

5、 to form a double car strategy with the new FoxEnhance the Ford brand competitiveness in the mid-grade car marketFulfill the “Endless Progress” promise替代经典福克斯，与新福克斯形成双车战略提升福特品牌在中级车市场的竞争力体现”进无止境”的品牌承诺New model of the Chinese family car tailored by Changan Ford based on its global platform technology

6、advantages长安福特基于全球平台技术优势、专为中国家庭量身定制的家轿新典范5Ford Escort福特 福睿斯Create the Future Together New Model of Family Car共创未来家轿新典范6Target market市场目标Establish the “New Model Family Car (NMFC)” brand awareness and reputation建立”新典范家轿”品牌知名度与美誉度Complete the annual sales target of 235,024 cars (3.8% market share)完成23

7、5,024台年度销售目标（市场份额3.8）Average market share 2015- 2023 of 3%2015-2023平均市场份额达到3%Monthly sales of 20,000 cars月销量20000台78Enterprising debut in 2015,2015年进取登场，Facing with fierce competition in the mid-grade car market,面对中级车市场的激烈竞争How will Escort successfully replace the classic Fox, and drive the Changan

8、Ford sales into a new height?福睿斯如何顺利取代经典福克斯，将长安福特销量提升到新的高度？Macro markets9Increasing female owners with different preferencesCar demand is suppressed in the first- and second-tier cities, but with a huge potential in other tier citiesThe generation after the 1980s / 1990s has gradually become the mai

9、n consumerThey have become a pivotal power of new car demandFocusing on safety and appearance, they have more economical considerationsWomens purchase considerations more from entertainment and family;Women are more concerned about the safety and appearance.New car demand concentrating in the third

10、and fourth tier citiesCheap car of RMB 80,000 - 120,000 has the highest demand in low tier cities宏观市场10女性车主增加，对汽车偏好有所不同一二线城市用车需求受到抑制,低线城市潜力巨大80/90后逐渐成为市场消费的主体80/90后消费者成为新车需求举足轻重的力量在注重安全性和外观的同时,80/90后也有较多经济性的考虑女性购车更多从娱乐和家庭角度考虑;女性更关注安全性和外观;新增的汽车购买需求集中在三、四线城市8-12万元的经济型汽车在低线城市的需求最高Competitive analysis竞争

11、分析 In the mid-grade car market, four major competitors have adopted a multi-brand strategy to seize market share, about 5.8% market share for the Ford double-car strategy.在中级车市场，四大主要竞争厂商均采用多品牌策略抢占市场份额，福特双车策略市场份额约占5.8%。 Escorts competitors are locked as: Bora, Langdong, Yuedong, and Cruze; 福睿斯的竞争对手锁定

12、为：宝来、朗动、悦动、科鲁兹； Appearance, cost performance, interior space and fuel consumption are these competitors main selling points.外观、性价比、内部空间、油耗是竞品的主要购买理由。 Elantra and Cruze have an obvious advantage on appearance; the Korean-competing products are short in durability and safety, but an obvious fuel-consu

13、mption advantage.朗动和科鲁兹的外观具有明显优势；韩系竞品耐用度、安全是短板，油耗具有明显优势。Reasons to buy购买理由Bora宝来Langdong朗动Yuedong 悦动Cruze科鲁兹1 Appearance外观Appearance外观Interior space内部空间Appearance外观2 Cost performance性价比Fuel consumption油耗Appearance外观Cost performance性价比3 Durability耐用度Interior space内部空间Fuel consumption油耗Security config

14、uration安全配置Brand portfolio品牌组合Market share市场份额FAW-Volkswagen Sagitar + Golf + Bora一汽大众速腾+高尔夫+宝来10.9% Shanghai Volkswagen Lavida + Gran Lavida上海大众朗逸+朗行7.4% Beijing Hyundai Langdong + Yuedong + Elantra北京现代朗动+悦动+伊兰特6.1% Ford new Fox + classic Fox福特新福克斯+经典福克斯5.8% 11Competitive market position竞争市场定位12New

15、 Bora Always interesting life新宝来时刻趣动生活Yuedong Enjoy life悦动进享人生Langdong Bright from you mind, dynamic on the shape朗动朗于心 动于型Cruze - Technology wisdom科鲁兹科技智慧Market strategy市场策略German cars have advantages in brand awareness levels, but the lack of innovation and change for Chinese family德系虽在品牌认知层面具有优势但欠

16、缺针对中国家庭的创新与变化Korean cars have cost-effective and innovative edges, but short significantly in quality and reliability韩系虽具备性价比及创新优势但品质与可靠性方面明显短板Emphasis on the “NMFC” concept强调“新典范家轿”概念Breakout differences, stress suitable for Chinese family差异化突围 强调适用中国家庭13Product positioningAppearanceStylishSpaceCom

17、fortableQualityFirst-classEconomyExcellent fuel economySecuritySafe and reliable14New Model of Family Car产品定位外观时尚的外观空间舒适的乘坐空间品质一流的整车品质经济出色的燃油经济性安全可靠地安全性能家轿新典范(NMFC)1516Brand“NMFC” leader image figurative of Chinese familyReputationTransfer the value tailored by Fords global technology for Chinese fa

18、milySalesTo seize the mid-grade car market share together with the new Fox portfolio that has made the Ford brand sales increase to a new heightPR goals 201417品牌具象化中国家庭”新典范家轿”引领者形象声誉传递福特全球技术专为中国家庭量身定制的价值理念销量与新福克斯组合抢占中级车市场份额将福特品牌销量提升至新高度2014年公关目标Part 2Communication Strategies and Concept Interpretati

19、on传播策略及概念解读18Review the Escort propagation 2014Happy-time micro-film contestHappy-time home video collectionHappy-time capsule Activity platform: Fort Escorts official websiteTook third-party CCTV authoritative media reports as the principal propagation line throughout the year, making a stronger en

20、dorsement for the propagation of Escorts “NMFC” positioning and product selling points.Highly interactivity and multitudinousness, widely disseminating through the media cooperation, transferring the emotional “Happy Family” concept to laid an emotional foundation for new car launch. 192014福睿斯传播回顾幸福

21、时光微电影大赛幸福时光家庭影像征集幸福时光胶囊 活动平台: 福特福睿斯官方网站利用央视权威媒体第三方报告作为全年传播主线，为福睿斯“新典范家轿”定位和产品卖点的传播做强背书。互动性强，形式多样，通过媒体合作进行广泛传播，感性传递“幸福家庭”理念，为新车上市奠定情感基础。20Conclusions结论21123As can be seen, it is relatively independent between “NMFC” and “Happy Family” in the 14-year theme propagation没有具体阐释“新典范家轿”须对应的五大品质It is not cle

22、ar enough for the relationship between “NMFC” and “Happy Family”没有具象化新典范家轿对应人群和家庭形象“Happy Family” and “NMFC” would give people the impression of two concepts / two main lines“幸福家庭”与”新典范家庭”会给人两个概念/两条主线的感觉Therefore, it is suggested to uniformly use the “New Model Family (NMF)” concept and further stre

23、ngthen the correlation between “NMF” and “NMFC”.因此，建议在后续传播过程中，统一使用“新典范家庭”的概念，并进一步加强新典范家庭与新典范家轿概念之间的关联。后续传播有效触及3-6线人群Overview on the major competitive product propagation“Interesting” based core, combining with interactive, cartoon and funny videos and other forms, which is easier to attract young an

24、d fashionable consumer concerns; Work with the famous host Dapeng to launch the humorous short video Bora Funs, vividly and visually showing new Boras advantagesFAW-VW- Bora Disseminative topic: always interesting lifeChevrolet CruzeFocus dissemination: rapid handling experienceToo much gimmick of “

25、Technology Wisdom Challenge Tour” before launching, attracting offline participation and test drive experience; Combined with games and videos to show a good sense of control, passing a distinctive brand personality.22主要竞品传播概况传播以“趣”为核心，结合互动、漫画搞笑视频等多种形式，较易吸引年轻时尚的消费者关注；携手名嘴大鹏，推出宝来乐趣多幽默短片，生动直观展示新宝来产品优势

26、一汽大众-宝来 传播主题：时刻趣动生活雪弗兰-科鲁兹传播重点：急速操控体验“科技智慧挑战之旅”在上市之前做足噱头，吸引线下参与及试驾体验；结合游戏、视频展现良好操控感，传递鲜明品牌个性；23Target consumer groups目标消费人群Forward-looking householder具有前瞻视野的一家之主They are modern families, rather than the fashion-conscious: not outdated, but not premature.They are more outgoing, but still family-intim

27、ate, enjoying the time to accompany each other. 这些家庭将是现代化的家庭，而不是追逐时尚的：不过时，但也不超前。他们会更加的外向，但依旧是亲密团结的家庭心态，他们享受彼此陪伴的时光。定义这些家庭的“进取”To take good care of my family is always put in my first,So I need to provide them with the best standard of living in keeping with the times.照顾好我的家庭总是摆在我的首位，因此我需要为他们提供最紧跟时代的

28、生活标准。24Define these families “go-aheadism”Features of target consumer groups目标消费人群特性Traditional but progressive传统但进取Strong family values注重家庭的Shrewd精明的Management in enterprises or institutionsA modicum of success in cause, expect to get recognized around, not afraid of being noticeable in the crowd企事

29、业单位主管事业小有成就，期待获得认可不怕在人群中显得引人注意Always put his/her family in the first placeProvide his/her families with the best standard of living in keeping with the times, comfortable and safe总是将家庭摆在首位为家人提供紧跟时代的生活标准想要舒适与安全Like the cost-effective configuration, good-looking and practical喜欢物有所值的配置兼顾面子和实用性The key t

30、o impress them: security, comfort, keeping with the times打动他们的关键：安全、舒适、紧跟时代25Targeted consumer segments目标消费人群细分1st - 2nd tier cities1-2线城市Elite精英型3rd - 6th tier cities3-6线城市Catch-up追赶型Progressive index: 进取指数： Easier to accept the “NMFC” concept较易接受“新典范家轿”概念In addition to the appearance and space req

31、uirements, more detailed personalized design requirements they often need when buying购车时除了外观及空间要求，往往还有更细致的针对性设计需求Elite精英型Progressive index: 进取指数： Need the education on “NMFC”“新典范家轿”概念需教育With the conditions of purchase, they still focus on fuel consumption and space, dont know more requirements they

32、can ask for when buying虽然条件满足，但购车时仍以油耗、空间为主要考虑，不知道可以要求更多1st - 2nd tier cities have the benchmark influence and driving effect on 3rd - 6th tier cities (especially neighboring)1-2线城市对于3-6线城市（尤其是周边）具有标杆影响力及带动效应Related linkLiving in the 3rd - 6th tier cities, However, they keep pace of life philosophy

33、with those in the 1st - 2nd tier cities关联纽带他们虽然生活在3-6线城市但生活理念与1-2线基本同步26Respondent: 30 - 39-years-old middle-aged families with children, a monthly income of RMB 10,000 to 15,000Q: What do you think a NMFC? What are your family car requirements?Small-scale survey: What can be regarded as a NMFC?Mr.

34、Han, 30 years old, Weihai, corporate staffLarge space first, more families! High safety factor is the most important, fuel-efficient secondlyMr. Liu, 34 years old, Changzhou, restaurant managerMagnificent appearance, not high fuel consumption, enough secure and space, good powerMr. Cui, 37, Dalian,

35、freelanceEnough large space, enough power, and safe and reliable, additionally, some thoughtful designMr. Wang, 33 years old, Xiamen, photographerLarge space, low fuel consumption and stylish appearance, reliable brand, but not too many requirements27调查对象：30-39岁中年家庭，有孩子，月收入1万-1万5问题：您认什么是新典范家轿？您对家轿的要

36、求是什么?小调研：什么才能称得上新典范家轿?韩先生，30岁，威海，企业员工首先空间要大，家里人多！安全系数高最重要，省点油的最好刘先生，34岁，常州，餐厅经理外观要大气，油耗不要高，够安全，空间够大，动力要好崔先生，37岁，大连，自由职业空间够大，动力要够，安全可靠，另外最好能有一些贴心的设计王先生，33岁，厦门，摄影师空间大，油耗低，外观时尚品牌可靠，也不能要求过高吧28Respondent: 30 - 39-years-old middle-aged families with children, a monthly income of RMB 10,000 to 15,000Q: Wha

37、t do you think a NMFC? What are your family car requirements?Small-scale survey: What can be regarded as a NMFC?Mr. Ma, 36 years old, Wuhu, corporate staffFuel-efficient, large space and enough power, safe and reliableMr. Zhang, 35 years old, Foshan, salesmanEconomical and practical, durable, magnif

38、icent appearance, while the service is also very criticalMr. Lee, 32 years old, Bengbu, civil servantQuality first and appearance second, additionally, large spaceMr. Yang, 38 years old, Beijing, private ownerHigh cost performance, large space, gelivable, while the maintenance costs are not too high

39、29调查对象：30-39岁中年家庭，有孩子，月收入1万-1万5问题：您认什么是新典范家轿？您对家轿的要求是什么?小调研：什么才能称得上新典范家轿?马先生，36岁，芜湖，企业职员要省油，空间要大，动力够用，要安全可靠张先生，35岁，佛山，业务员要经济实用，还要耐用，外观要大气，另外服务也很关键李先生，32岁，蚌埠，公务员关键是质量，其次是外观另外就是空间要大杨先生，38岁，北京，私企老板性价比要高，空间大点，不能太肉，另外维护费用不能太高30Findings调研结果3rd - 4th tier first-time buyers focus on fuel consumption and saf

40、ety, while 1st - 2nd tier consumers begin to pursue power and intelligent technology;3、4线首购车主主要考虑油耗及安全，1-2线消费者开始追求动力与智能化技术；Relatively vague awareness on the family-car concept: more focused on economy and security, instead of quality and design alike. 对家轿概念的认知相对模糊：往往更注重经济及安全，对品质、设计等关注度不高。31Fuel cons

41、umptionPropagation opportunities and challenges in 20152015年传播机会与挑战Brand level品牌层面Market level市场层面The audience is fuzzy on the “NMFC” awareness, need to further consolidate and figurative受众对”新典范家轿”的概念认知模糊，需进一步巩固及具象化Need to make sure of establishing the correspondence between the “NMF” perception and

42、 the five advantages of “NMFC”需明确建立”新典范家庭”感性认知与”新典范家轿”五大优势的对应Rationalize the relationship between “Happy Family” and “NMF” that have multiple occurrences in the propagation 2014理顺2014传播中多次出现的”幸福家庭”与”新典范家庭”的关系Under the context of increasing product portfolio adjustment and market competition, the pro

43、pagation is required to establish a good basis for sales产品组合调整及市场竞争加剧，传播需为销售任务的建立良好基础Provide the 3rd - 6th tier target population with effective accessible propagation programs to offset the channel deficiency针对3-6线目标人群提供有效触及的传播方案，弥补渠道的不足Integrate online and offline propagation and drive dealer link

44、age to form more direct, three-dimensional product penetration整合线上线下传播，经销商联动，形成更为直接、立体的产品渗透32Family day家庭日活动20142015NDJFMAMJJASONDSustaining持续沟通PresellNov. 20-Jan. 14预售LaunchJan。15 Mar。15上市Launch TVC上市电视广告Print平面广告Teaser TVC预售电视广告Print平面广告UGC + Micro-film微电影Big screen plan银幕总动员TV platformDeep placem

45、ent in TV play卫视平台电视据深度植入Family day season 2家庭日活动 第二波sales season旋风销售季2015 Big Family Screen Plan2015年福睿斯电影大作战Continued Escort market communication plan福睿斯市场持续沟通计划33Core PR strategies in 201534Figurative brandAccurate mediaBrand upCommunications downConsolidated and figurative “NMFC” conceptSelect m

46、ore accurate media to lock target populationBrand is positioned as the NMF choiceEffectively contact and influence on the 3rd - 6th tier target consumer groups2015核心公关策略35品牌具象化媒介精准化品牌上行沟通下行巩固及具象化“新典范家轿概念选择更加精准的媒体锁定圈层人群.品牌定位为新典范家庭之选.有效触及并影响3-6线目标消费人群.Target population communications目标人群沟通策略Model effe

47、ct榜样效应Media advocacy媒体宣导Development of standards制定标准To define the “NMF” and “NMFC” standards明确”新典范家庭”及”新典范家轿”标准Third-party media advocacy to establish and strength standard identification第三方媒体宣导建立并强化标准认同With stars and model families to vividly and visually trigger resonant and establish identificati

48、on借助明星及榜样家庭生动直观引发共鸣、建立认同36Population characteristics人群特性Desire to establish a benchmark for their own, establish groups渴望为自身树立标杆、建立族群Desire to be recognized and shared by the circle渴望通过圈层得到认同及分享Enjoying the feeling of accomplishment by influencing others享受着影响别人带来的成就感Target population characteristics

49、 and media-contact habits目标人群特性及触媒习惯 37Media-contact habits触媒习惯Lower tier consumers are preferred to such information channel as dealers / auto show and public praise低线城市的消费者在信息渠道上,对经销商/车展和口碑推荐更为看重。New online media线上新媒体Such as Internet portals, mobile phones, three micro (microblog, wechat, micro-fi

50、lm)如互联网门户网站、手机、三微（微博、微信、微电影）High preference crowd高偏好人群Repurchase users, 80s / 90s consumers, and women owners再购用户 80/90消费者 女性车主Offline experience线下体验Such as in-store dealer recommendation, test drive, auto show, words of friends / owners如汽车经销商店内推介、试乘试驾、车展、亲友/车主口碑High preference crowd高偏好人群Lower tier

51、consumers, women owners低线城市消费者 女性车主Understanding of the “NMF” concept对“新典范家庭”概念的理解What is NMF?什么是新典范家庭？Whether can it called NMF like them so highlighted?是否要向他们一样光满闪耀、万人瞩目，才称得上新典范家庭？38Close family members, but everyone is strugglingGive their kids quality companionship and their parents appropriate

52、spaceKeep a sense of romance between husband and wife家庭成员紧密的联接，每个人都在进取奋斗给予孩子高质量陪伴，与父母保留合适空间夫妻间浪漫感的维系Not only retaining the traditional blood kinshipBut also have foreign independent thought既保留了血脉相承的传统情愫又接受着国外独立思潮的熏陶NMF新典范家庭39Understanding of the “NMF” concept对“新典范家庭”概念的理解NMFC新典范家轿NMF新典范家庭Endless pur

53、suit of fashion对时尚品位的不懈追求Give the family a sincere pay给予家人真诚的付出An appropriate space to elders与长辈保有合适的空间Pragmatic and precise concept of life务实而精准的生活理念Give kids a high quality companionship给予孩子高质量的陪伴Fashion时尚Comfort舒适Quality质量Economic经济Care呵护Appearance外观Space空间Character品质Pragmatic经济Safety安全40Regional

54、 test driveLaunchMedia test driveRoadmapBeans “Little Happiness”With web comic strip, combined with interaction alike to vividly interpret the “NMF” conceptNMF Interaction Award 2015JanFebMarAprMayJunJulAugSepOctNovDecProduct planCore eventsDaily disseminationTime nodeWorld Family DayMothers DayChil

55、drens DayFathers DaySchool seasonMid-Autumn FestivalSummer vacationRelated media award operationFashionQualitySpaceEconomySafetyEndingArrange offline landing activities by coping with the regional test driveLanding activities“NMFC” introduction“NMFC” strengthening“NMFC” continuationCore strategyCont

56、inued and figurative “NMFC” concept, effectively touch the 3rd - 6th tier target consumer groups41区域试驾上市媒体试驾Roadmap新典范家庭系列漫画以网络漫画连载、结合互动等方式生动诠释“新典范家庭”概念2015新典范家庭 互动评选JanFebMarAprMayJunJulAugSepOctNovDec产品计划核心事件日常传播时间节点世界家庭日母亲节儿童节父亲节开学季中秋节暑期相关媒体奖项操作时尚品质空间经济安全收官配合区域试驾安排同区域线下落地活动落地活动“新典范家轿”概念导入期“新典范家轿”

57、概念强化期“新典范家轿”深化延续期传播主题新典范家庭，就选新典范家轿42Part 3Event Publicity and Implementation Detail事件传播及执行细节43New model family series cartoon 新典范家庭系列漫画May Fashion 5月时尚June Quality 6月品质July Space 7月空间August Economy 8月经济September Safety 9月安全OctoberGathering 10月汇聚Master Route for Appraisal评选事件核心路径1.Topic warm-up1.话题预热

58、Parent-kid show online topic interaction2.亲子秀-线上话题互动3.Offline car parent-kid model show3.线下亲子车模秀1.Family affection video1.温情视频病毒传播2.My old toy online topic interaction2.晒老玩具-线上话题互动3.Offline old toy exhibition (matched with trial run)3.线下老玩具展（配合试驾）1.Space Exchange 1.交换空间植入2.SOLO indoor decoration onl

59、ine topic interaction2.小户型装修-线上话题互动3.Family decoration funny video3.夫妻装修搞笑视频病毒传播4.Escort: payer for your family decoration bill-offline activity 4.装得下，福睿斯买单-线下活动1.Funny cartoon online share 1.搞笑漫画线上传播2.Route solicitation & online topic interaction 2.线路征集评选-线上话题互动3.4S store family self-driving travel

60、 3.4S店全家自驾游试驾1.Online topic communication 1.线上话题互动2.IQiyi parent-kid show 2.植入爱奇艺亲子课堂3.Escort safety classroom-offline 3. 福睿斯安全课堂-线下Cooperation with video websites 视频网站合作Creative reality show for six families 自制一期六大家庭比拼人气的创意真人秀节目Award ceremony and cartoon gift presentation 颁奖及赠送漫画44漫画过渡页Douzis Small