一汽大众全年计划-0430bilingal(双语)

1、奥迪C6上市广告策略建议 Advertising strategy proposal of Audi C6 launch2005年4月30日 April 30, 2005C6上市的核核心任务务：继续保持持A6在C级豪华车车市场的的领先地地位和份份额优势势Core taskofC6launch:tomaintainA6s leadershipand marketshareinC segmentofluxury sedan围绕C6的核心任任务，我我们着重重考虑了了四大重重要关系系：Basedonthecoretask of C6,weconsidered 4key relationshipsC5与

2、C6的关系RelationshipbetweenC5andC6品牌形象象与销售售的关系系Relationshipbetweenbrandimageandsales形象与产产品力的的关系RelationshipbetweenimageandproductfeaturesC6与竞品的的关系RelationshipbetweenC6andcompetitors对C6上市的整整体思考考Overall considerationonC6launchC5与C6的关系RelationshipbetweenC5andC6对目前A6市场状况况的思考考Considerationsontemporarymarket

3、 backgroundofA6现状：C5、C6销售互相相牵制Current status:C5collidedwithC6onsalesC5库存压力力犹在C5stillfacesthepressurefromtheheavystock消费者开开始观望望等待C6上市Consumerscametopostponetheirpurchaseawaitingthelaunch of C6问题：A6长时间没没有市场场声音Problem:Long marketingvoiceabsence of A6对C5消化库存存不利Badfor thesalesofstocked C5 cars对A6维持影响响力不利

4、利Badfor maintaining marketinfluenceofA6对C6聚拢人气气不利Badfor gatheringofC6prospects给宝马、皇冠、天籁扩扩大影响响以可乘乘之机OpportunityforBMW,CrownandTeanatoexpand share建议1：推出C6，解围C5ProposalI:launch C6 to easeC5以C6配额带动动向经销销商压货货C5EncouragedealersstockingC5byrewards of C6 quota以C6经销商加加价行为为衬托C5的性价比比优势Reflect thevalueformoneyad

5、vantage of C5 by dealershipprice-rising of C6同时解决决了C6上市等待待C5销售的被被动局面面Solveproblemsofboth prospectspostponing purchase andplainC5sales建议2：速推C5，解围C6ProposalII:speedthe sales of C5 to easeC6以C6配额向经经销商压压货C5EncouragedealersstockingC5byrewards of C6 quota对外宣布布C6不定期推推迟上市市Announcetheunlimited postponingofC6

6、slaunch同时加大大C5促销的宣宣传Reinforcethe promotioncommunication of C5待C5销售进入入尾声上上市C6LaunchC6inthe endofthesalesofC5对目前A6市场状况况的思考考Considerationsontemporarymarket backgroundofA6品牌形象象与销售售的关系系RelationshipbetweenbrandimageandsalesC6上市的挑挑战Challenges to thelaunchofC6豪华车市市场竞争争激烈Fiercecompetitioninthe marketofluxury

7、sedan豪华车需需求增长长幅度有有限Limited increase of themarketC6上市肩负负着拉升升价位和和打开销销量的双双重任务务Thelaunch of C6 servestwotasksofraisingthepriceand extendingthesales品牌形象象能否推推动C6超越C5再上新高高度？Isbrandimagecapable of enhancingC6tosurpass C5 andreachnewheights?塑造C6品牌形象象的必要要性thenecessity of building C6sbrandimage品牌形象象能推动动C6再上新高高

8、度BrandimagecanenhanceC6toreachnewheights竞争对手手竞相抢抢占形象象制高点点Competitorsfightforthe position of benchmarkimage品牌形象象是消费费者购买买决策的的重要依依据Brandimageisoneofthe keyconsiderationsinpurchasedecision形象建设设是奥迪迪品牌的的长期战战略Imagebuildingisamongthelongterm brand strategy of Audi上市广告告首先在在熟悉阶阶段发挥挥作用，电视广广告的作作用最大大Launchads wo

9、uld firstlyfunctionthroughouttheacquaintance stage while TVCwasthe priority熟悉阶段段Acquaintance考虑阶段段Consideration电视广告TVC上网查询Internet 车展Auto Exhibition朋友/亲属介绍Friend / Relative报纸广告Newspaper经销商/销售人员介绍Retailer / Sales报纸文章Newspaper Editorial杂志文章Magazine Editorial%朋友/亲亲戚介绍绍Friend/Relative经销商/销售人员介绍绍Retailer/

10、 Sales车展Auto Exhibition上网查询询Internet电视广告告TVC杂志文章章MagazineEditorial报纸广告告NewspaperAds汽车厂家家举办的的各种推广广活动MarketingCampaign报纸文章章NewspaperEditorial%经销商/销售人员介绍绍Retailer/ Sales车展Auto Exhibition汽车厂家家举办的的各种推广广活动MarketingCampaign朋友/亲亲戚介绍绍Friend/Relative上网查询询Internet报纸广告告NewspaperAds杂志文章章MagazineEditorial%体验试驾驾阶段

11、Experience经销商/销售人员介绍绍Retailer/ Sales朋友/亲亲戚介绍绍Friend/Relative汽车厂家家举办的的各种推广广活动MarketingCampaign车展Auto Exhibition上网查询询Internet电视广告告TVC去汽车销销售店自己看GotoDealerShop%获取有效效信息ObtainEffective Info数据来源源:AC尼尔森04年奥奥迪专项项调查Source: AC NielsenY04 customizedresearchfor Audi竞品借助助电视广广告抢占占宣传制制高点Howdoescompetitorsads fight

12、fortheinitiative?Source: AC尼尔森2003奥迪专专项调查查竞品电视视广告策策略CompetitiveTVCstrategy高档轿车车上市电电视广告告案例ILaunchTVCsofpremium sedanscase I宝马5系、凯迪迪拉克、别克荣荣御三品品牌上市市期间，电视广广告内容容均以品品牌理念念为导向向，传播播感性内内容Judging thelaunchcampaigns of BMW5 series,CadillacCTS andBuickRoyaum, TVCswereemotionallyimage-oriented.宝马5系BMW5series凯迪拉克克

13、CadillacCTS荣御Royaum高档轿车车上市电电视广告告案例IILaunchTVCsofpremium sedanscase II皇冠品牌牌上市期期间，推推出相同同理念两两套电视视广告，分别以以产品内内外设计计特色支支持品牌牌形象的的建立ToyotaCrownappliedtwolaunch TVCs, which werebrandimage.天籁上市市电视广广告突出出产品信信息，通通过产品品特色的的展示帮帮助树立立形象thelaunch TVCofTeanahighlightedproduct features,soastobuildupthebrandimage.高档轿车车上市电

14、电视广告告案例IIILaunchTVCsofpremium sedanscase III竞品后续续广告策策略Competitivesuccessive strategy后续阶段段广告案案例ISuccessive ad caseI上市阶段段：新不不可测；全新车车型Launch: unpredictablenew;allnew productseries后续阶段段：势不不可挡；动力强强劲Successive:prevailing power;marvelouspower凯迪拉克克广告坚坚持以形形象为主主，兼带带传播产产品特色色Cadillacadsfocusedonimagewith relati

15、ve productfeaturesupports.后续阶段段广告案案例IISuccessive ad caseII上市阶段段：生活活工作双双重享受受,超凡座驾驾Launch: doubleenjoymentfromlife andwork;superbcar后续阶段段：更多多车型选选择Succession:more packageoptions宝马形象象广告持持续时间间较长，逐渐过过渡到产产品广告告BMWimage-orientedadssustained fora longperiod andshifted to productads gradually后续阶段段广告案案例IIISucce

16、ssive ad caseIII上市阶段段：超凡凡登场：V6发动机、时尚设设计Launch: superbdebut;V6engine,trendydesign后续阶段段：年度度车大奖奖：V6发动机、时尚设设计Launch: caroftheyear;V6engine,trendydesign天籁平面面广告突突出传播播产品特特色，并并以此树树立形象象Teanaadsfeaturedproducttobuildimage品牌形象象对于豪豪华车购购买极为为重要Brandimageisvitaltothepurchaseofpremiumsedan从消费者者调研中中，我们们发现Basedoncons

17、umerresearches：对品牌形形象的评评价和最最初对产产品整体体印象的的评价是是密不可可分的（Ipsos车型调研研）Consumers perceptions on brand image areclosely linkedtooverall productimpression.(Car research by Ipsos)“对产品品的感觉觉不可能能和品牌牌分开说说。”“Experiencesfromtheproductshouldntbeseparated fromthe brand”奥迪吸引引消费者者购买的的主要动动力在于于奥迪的的品牌形形象（ACNielsen品牌调研研）Keyc

18、onsumerpurchasetriggerofAudi liesinits brand image(BrandresearchbyACNielsen)“大气稳稳重、高高科技、代表成成功、质质量好。”“Elegantandsteady,hi-tech,symbolofsuccess,finequality”产品性能能是作为为品牌形形象的支支持点被被看待的的（Ipsos车型调研研）Product performance wastakenasa supporttobrandimage(Car research by Ipsos)“这些配配置就是是这档次次车应该该有的。”“Theseequipmen

19、tsshouldbenecessitiestocarsofthis segment.”品牌形象象对于豪豪华车购购买极为为重要Brandimageisvitaltothepurchaseofpremiumsedan奥迪品牌牌策略更更注重感感性因素素Audi brand strategy withmorestressonemotional elements情感/品牌形象象Emotional/Brandimage产品特性Product features顾客利益Customer benefits顾客利益益Customerbenefits产品特性性Product features中国长期期市场战战略Lo

20、ng-termMarketing Strategy in China过去Past将来Future情感/品牌形象象Emotional/BrandimageC6如何实践践奥迪品品牌？HowdoesC6availAudi brand value?把握奥迪迪品牌精精髓：进取突破破Brandessence:ProgressiveBreakthrough(AudiVorsprung)完成奥迪迪品牌使使命：最进取的的豪华品品牌Brandmission:ThemostprogressiveluxurybrandC6产品定位位：最进取的的公商务务座驾C6product positioning:Themostpr

21、ogressivebusinesssedanC6传播平台台：创想改变变未来C6communication platform:Thinkfuture品牌形象象与产品品力的关关系Relationshipbetweenbrandimageandproductfeatures品牌形象象与产品品力是相相辅相成成的关系系BrandimagecanenhanceC6toreachnewheights品牌形象象是产品品力的人人性化表表现形式式Brandimageisthecharacterizedpresenceofproduct features产品力是是品牌形形象成立立的基础础Brandimageisbu

22、iltonproduct features品牌形象象、产品品力共同同形成品品牌价值值Brandimageandproductfeature together makebrandvalue“创想改改变未来来”的的理念内内涵Essences of the“Thinkfuture”brandingplatform形象力Imagevalue激发偏好好、提升升价格Intriguepreference,elevate price产品力Product value证明形象象、刺激激尝试Imagetestimony, inviteexperiencing感性Emotional“创想改改变未来来”与车主需需求的深

23、度共鸣鸣“Thinkfuture”highlycorrespondswiththetargetsneeds理性Rational“创想改改变未来来”体现出的的在C级车的强强势卖点点“Thinkfuture”demonstratesour great advantageinC segment品牌形象象主导产品品形象Brandimagedriveproduct image个人能力力Personalcompetence豪华Luxury革新Innovation动感Dynamic品质Quality设计Design空间Package成就Achievement社会承认认Socialrecognition尊重、

24、权权力RespectPower政府机构构用车Govt.sector私人用车车Private sector自我实现现HigherSelf-esteemEndBenefitBrandImageProductImageSupportC6上市广告告执行7月初- 8月初上市期第一波确确立形形象突破性的的领导品品牌，给给突破性性的领导导者突破性观观念+突破性产产品C6：创想改改变未来来第二波切切入产产品突破性的的产品功功能，给给突破性性的领导导者销售期8月中- 12月Advertisement executionofC6launchJul. Aug.Launchphase1stwave:imageesta

25、blishmentBreakthroughleadingbrandforbreakthrough leaderBreakthroughideology+BreakthroughproductC6:Thinkfuture2ndwave:appliance of productBreakthroughproductequipments forbreakthroughleadersSalesphaseAug. Dec.C6广告执行行7月初- 8月初上市期创想改变变未来TVC路牌商务手册册突破的理理念展厅布置置主题媒介第一波：整体确确立品牌牌形象报纸、杂杂志突破理念念的车Advertisement e

26、xecutionofC6launchJul. Aug.LaunchphaseThinkfutureTVCOutdoorBusinessbrochureBreakthroughideologyShowroom,POPThemeMedia1stwave:overallestablishment of brand imageNewspaper, magazineBreakthroughcarC6广告执行行8月初- 12月底销售期创想改变变未来第二波：以品牌牌形象切切入产品品TVC路牌商务手册册突破的理理念产品手册册主题媒介报纸、杂杂志MMI突破的操操控突破的安安全4.2quattro高速表现现C6广

27、告执行行Aug. Dec.SalesphaseThinkfuture2ndwave:appliance of productleveragingonbrandimageTVCOutdoorBusinessbrochureBreakthroughideologyProduct brochureThemeMediaNewspaperbrochureMMIBreakthroughcontrolBreakthroughsafetyHispeedperfomance of 4.2quattroC6如何超越越对手的产品亮点？HowdoesC6exceedcompetitorsonproduct featu

28、res?C6如何超越越对手亮亮点？HowdoesC6exceedcompetitorsonproductfeatures?不同地区区、不同同时期，C6面对的竞竞争对手手可能各各有不同同。C6s competitors varyregarding differentregions andtimes.可考虑利利用地方方媒体、线下媒媒体，制制作具有有针对性性的广告告，形成成对主要要媒体的的补充。Take regional media andPRcommunication as supplementarytothe mainstreammediatomaketheads morefocused.C6对

29、手亮点点对比（标配）Comparisonswith competitors (standardequipment)外观Exterior安全配置Safety高速稳定性Hi-speed steadiness人性化配置Ergonomics内饰感受InteriorC6大家风范Magnificent/ mightyESP Sideguard智慧 wisdom（运动底盘、四驱、空气悬架）MMI太阳能天窗无钥匙系统宽敞 roomy严谨seriousBMW 5强悍时尚Aggressive/ fashionDSC完美 perfect（发动机纵置、后驱、前后等重）iDrive优雅elegant动感dynamicB

30、enz E经典时尚Classic/ fashionSBCPreSafe完备 fully equipped（后驱、ADC空气悬挂）四区空调4 zone air condition优雅elegant轻快swiftCrown韵味Elegance膝部气囊knee airbag达标standard（后驱）触摸屏Touchable screen后座至上rear comfort安静 quietC6如何对抗抗BMW5？HowdoesC6counter BMW5 series?宝马5的卖点：品牌地地位、专专业成功功人士定定位、驾驾驶性能能BMWkey why-buys:brandstatus, brand positioning on successfulprofessionalsanddrivingperformance宝马5的劣势：后座空空间不够