项目启动audi q7上市briefaudi campaign brief

1、项目工作任务n项目工作任务n奥迪Q7NF 产品上战役 Audi Q7NFproduct背景 作为奥迪 Q 系中的旗舰车型及奥迪全线产品中搭载最丰富、最前沿科技内容的全尺寸 SUV，奥迪 Q7 自从进入 衡Asflagship m of Audi Q series, Audi Q7 is the whole size SUV which havethe most abundant equipment and advanced technology. Since 2006, Q7continually upgrade after launch，it always have been taken d

2、ominant advantage he competency market. After other competence products upgrading,Audi Q7 are sustained sales pre reat the same time. Aimto getting back the market,sales pricewill bethe competitiveadvantage.奥迪Q7 在整体奥迪品牌中承担“旗舰SUV 形象”及“品牌尊贵度”两大任务，在现行版本Q7 产品 Audi Q7 carriedtwotasks“Flagship SUV Image”

3、and“Brand Prestige Image”inAudi brand.Q7 NFlaunchasanimportant opportunitywhenQ7erfallbehind,itcouldpromotewholeimagebytheconcept“Newproductdesign”,“AdvancedAuditechnologyequipment”of从Q7NFQ7Q7NF在这一项Basedontheresult ofpre-arketresearchofQ7NF,comparewithothercompetetors,consumerspaytentiononof appeara

4、nce. And Q7 NF have competitive chancehe area. The key poof sucsfully launch based on the obviously appearance design, communicateby “Audi brand Image”, “Advanced technology” and “Vividusers Image”.Q7NF的上市亦存在着“价格”的潜在风险，目前整体Q7降价曲线下滑严重（降价比率24%，竞争市场中最高，同时现行 Q7 的清库动作顺利进行，现行 Q7 预计将于 10 月份基本完成清库，至此，在 Q7 N

5、F 上市时，新品的价格将因现行 Q7 的降价无法符合消费者预期，故建议针对现行 Q7 为，进行Q7 NF 上市前的战术性操作，以抬高消费者对 Q7 产品的喜好，保护Q7 NF 新车价格。Q7 NFlaunch hide potential pricerisk, now, Q7 took a step down of price curve(reduce pricerate 24%, the he competitive market), at the current Q7 expected clean them up of October. t time, when Q7 NF launch,

6、 the new product price will 任务/目标 Q7 NF 任务/目标 Q7 NF Q7 的消费者价格预期，为Q7 NF 成功上市作为准备。By excellent Q7 NF warm-up, stabilize Q7 consumers price expec ions, prepare for Q7 NF suc sfully launch.借由Q7 NF的上市契机，利用Q7 NF的全新设计语LTE/Heated windscreen/ 后 轮 转 向 /Top 舰车型的高度，皆以 品牌尊贵度。By the chance of Q7 NF launch, use Q7

7、 NF new design (appearance, erior)and Audiadvanced technology (Connectwith LTE/ Heated windscreen/Rear-axle steering/ Top view/ quattro/Virtualcockpit/MMI)tobuildthebrandheightofflagship m , aim to increasing the brand image.Q7 Q7 NF 象扩张，锁定 竞品，透过圈层 进行销售的支持 Q7NF 产概Q7NFproductQ7NF ResearchreportaboutQ

8、7NFsatisfy expec ions of consumers, because current Q7 price reduction. So we ng technical operation before Q7 NF t currentQ7 asthecore,aimtoincreasing priceexpec ions ofconsumersandprotectQ7 NFs offi l定产品定位 The whole size of Audi flagship SUV m, which is developed by new design concept and equipped

9、 widvanced technology .定位 Perfectchoiceernalandexternal产品信息 ProductMoredetailsinBased on existed Q7 users,Based on existed Q7 users, develop user image by Q7 NF, locked core competencies, grabbed sales market by group marketing.4. 利用 性的试驾，体现全新 Q7 的驾控性，并且quattroQ7 NF 上市 效By theme test driving, reflec

10、t new Q7 Quattro brandactivities, and developQ7 NFlaunchcommunication 时间 项目启动：20157 23 Projectstartdate：July23rd,Q7NF上市：2015年 Q7NFlaunch：2015调性要求 Q7brandtonality：dedicated,presence,grace,technology,媒介Mediaand(包括TVC) (included TVC)(TobediscussedwithMr.YuandMrs.Sandra工作要n Q7 NF 上市Q7 NF Launch communication strategy (Include: communication strategy, IMC communicati