DMG-宝来发展规划0809(英文版)课件

BoraCommunicationPlanProposal2002-08-10

BoraCommunicationA.BORA20021stHalfYearCommunicationReview1.Brandcommunicationstrategy2.Mediapublicity,PReventsreview

A.BORA20021stHalfYearCBrandintroductoryperiodOct.2001-Dec.2001ForcefulbrandconceptpopularizingperiodJan.2002-Jun.2002Theme:Controllingpower,enjoyinglifeMeasures:ads,softnews,journalist,dealerevents,expertdrivetestObject:Bringingouttheconceptofthenewproductanditsposition,focusingonitscoreconceptandproductfeatures、Time:Nov.2001toDec,92001Theme:DynamicBora;HappyBoraTimeMeasures:ads,carexhibitionsandtestdriveforconsumers,PRevents,softpbulicityObject:forcefullyspreadandcommunicateoutbrandconceptTime:Dec.92001toJun.2002Theme:Driver’scarMeasures:Ads,promotions,PRevents,softpublicityObject:Penetrateintothelifeoftargetconsumers,reflectthefunofdrivingBoraandthelifestyleandmentalstateoftargetBoraconsumersTime:July2002toDec.2002Communicationexecutionatdifferentstages1、BrandCommunicationStrategyLongtermevents:carexhibition&testdriveBrandconceptconsolidationPeriodJuly2002toDec.312002BrandintroductoryperiodForceBoracarsalesvolumetrend（2002.1-7）010002000300040005000600070001234567Jan.Feb.Mar.Apr.MayJun.Borabrandimage,productconfiguration、functionsoftpublicityBorafourcityexhibitionandtestdrive7500km1stmaintenanceadsBoraWorldCupadsBoraWorldCupeventPowerseriesprintadsforecastTVCTeaserPowerBORAseriesinternetadsBORAHappyTimeSeriesPrintadsBoraExhibitionandTestDriveadsBora1.6LLaunchinformingadsChallengerCantoTVCDriver’sinternetadsPraisecantoBoraCoordinationSeriesInternetadsBora1.6LLaunchThe500,00thcar(BORA)off-linecelebrationJulyBoracarsalesvolumetrend（202.BranddirectionAccordingtothebranddirectionandthefeedbackfromthepublic,customersanddealers,starttorichthebrandimageofBoraandprepareforcommunicationconceptadjustment,andvia“BoraHappyTime”seriesprintadsofthenextstagetomakeapreparationPraisecantoCountrysidetimecantoCoffeeTimecantoDatetimecantoTEASERforecastChallenge“PowerBroa”imageads“BoraDriber’scar”imageadsPrintadsTVCInternetads2.BranddirectionPraisecantoOutdoorsads“PowerBora”SeriesoutdoorsboardOutdoorsads“PowerBora”Serie3PReventsEversincethelatterhalfof2001tothefirsthalfof2002,inordertohelpBorasetupitsindividualityinitsproductandbrandimage,aswellashelpthepublic,especiallythepotentialconsumerstoknowBora,toexperienceBoraandlikeit,andfinallyachieveabettersales,followingPReventsaredesignedandplannedENTERPRISEIMAGE:The500,000thBorasteppingdownfromtheassemblylineofFAW-VWProductionpopularization:BORALaunchTetralogy（Boraoff-line、Borarelease,Boraformallaunch、Bora1.6Llaunch）

“ExperiencingBora,enjoythefun”2002BoranationwidecarexhibitionandtestdriveBrandimage:“Watchingexcitinggames,enjoyingBoraexcitement”The500,000thBorasteppingdownfromtheassemblylineBora1.6LlaunchWatchingexcitinggames,enjoyingBoraexcitement”ExperiencingBora,enjoyingthefunofdriving3PReventsThe500,000thBoraMarketenvironmentConsumersBrandpositioningBorabrandcoreconceptToexcavatethebrandcoreconceptRaisetheproductimageEnrichtheproductconnotationEnsurethealreadygotfruitExpandmarketpositioningdistinctionMarketenvironmentConsumersBra1.ViatargetcustomerunderstandingtoextendBoraimagethatcoincidentallymatchthelivingstyle,philosophyandvaluejudgementofourtargetcustomer.2.BythechangeoflaunchingBora1.6,asecondphaseofBoraimageestablishmentandcommunicationstrategywillbeimplementedtoproactivelyapproachcustomer’sdailylifeasaresulttogaintheirrecognitionandpreference.Coremessagedelivery:CommunicationStrategyforthelatterhalfof2002 Caritself Driver Objectively Mentally PhysicalConsideration PsychologicalThinking1.ViatargetcustomerunderstTARGETCOMSUMERS:ThebuyersofBorabelongtotheburgeoningmiddleclasswhoenjoyagoodtaste,andelicatesentimentandastrongsenseofego,movinguptopeakoftheirlife.Whentheyarepurchasingcars,theyseldomfollowthecommontrend:it'snottheirstyletobuyluxuriouslylookingbutcompletelyjoylesscars,consideringthefunofdriving,justoutofvanity.Fullofconfidence,defyingtheboundary,theyarechallengingthemselvesallthetime.Theyachievesuccessesforphases,whichareunusualforthepeopleoftheirage,withtheirwisdom,knowledgeanddiligence,holdingaboundconfidenceandhopeforthefuture.Suchagroupofpeopleemphasisself,possessofcreativityandarefullofyouthfulspirit.ANALYSISDISCOVERY:Theyliketoshowtheirabilityofoutdoingthemselvesandcontrollingtheirlifewithease,aswellastheirfeelingofthesuperiorityarisingfromthis.Bydoingthese,theydrawappreciation,praiseandadmirationfromotherpeople.

BORACOMMUNICATIONBRIEFNAMEPLATEOFFERS:ExperiencingoftheexcitementandfunofselfchallengePOSITIONING:Driver’sCarAIM:Boraisacarthathasadeepunderstandingoflife,asitcanreflectmyvaluesandattitudetowardlife,andatthemeantime,Iquitebelievethatitsperformanceisfairlygood,sowhenIwanttobuyacar,ifI‘mwelloffenough,Iwillchoose1.8T,ifnot,a1.6willbeagoodchoice..

Statusinquo:IacknowledgethatBoraisadynamicpersonalcar.AnddrivingBoracansatisfymyrequirementforpoweraswellasforconfirmationfromotherpeople.Tome,generallyspeaking,itisanicecar.WhenIamchoosingacar,BorawillbeonthelistofconsiderationSUPPORT:Stronginpower,moderninshape,fashionableindesign,advanceinassembly,andexcellentinratioofperformanceandpriceTONEOFPUBLICITY:Modernity,sensibility,confidenceRULESGOVERNINGTHEEXECUTION:1.Pressingclosetothelifeformofthetargetconsumers,theoriginalityshouldbeinaccordancewiththeirvaluesandpsychologicalstate2.Confusionshouldbeavoidedbetweenthetraditionalopinionof"havingachievedsuccess"andtheimageofenterprisingandgainingperiodsuccessoneafteranother.(Thelatteriswhatshouldbemanifested.)3.Gettingridofthecreatingmethodofunilaterallyfocusingonyouthandcolor.4.Thesensiblewayofexhibitingtheideashouldplayamostimportantpartintouchingtheconsumerspsychologicallyandthepowerofhumorwillsometimesplayakeyrole.

TARGETCOMSUMERS:BORACOMMUNICBrandintroductoryperiodOct.2001-Dec.2001ForcefulbrandconceptpopularizingperiodJan.2002-Jun.2002BrandconceptconsolidationPeriodJuly2002toDec.312002Subject:Drivingpower,endlessexcitementforlifeObjective:forcefullypromotethenewproductconceptandpositioningTopic: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、servicecenterchallengeStagecommunicationexecutionstrategyBrandintroductoryperiodForce2002BoraBrandBuildingStrategy：3BStrategyNamePlateBuildingRelationshipBuildingWin-WinBuildingStep1Step2Step3Aug.8,2001Aug.200220032002BoraBrandBuildingStratDemonstrationof3BStrategyBuildingofNamePlate

－Thekeyoflaunchofnewproductsistobuildagoodbrandimageamongtheconsumersandexpandthebrandfame.－Afteraboutoneyear’sadvertising,PRevents,Borahassetupaconsiderablebrandimageamongtheconsumers.

BuildingofRelationship

－Duringthebranddevelopment,theestablishmentofagoodrelationshipwithconsumers,mediaanddealersisakeytoitsconsistentdevelopment.－Byusingdifferentstrategies,closetherelationshipwiththemandsetupagoodbrandrelation.BuildingbyWin-Win－Duringthematurestageofthebrand,theconstructionofacompleteandpersonalservice,aimingatachieveawin-winmodeforboththemanufacturerandtheconsumerswillaffectthefurthergrowthofthebrand.Demonstrationof3BStrategyBuNamePlateBuildingMarketPositioningAbovethelineBelowthelineTVCPrintadsInternetEventsPRTeaserChallengerDynamicBoraSeriesPraiseCantoHappyTimeSeriesInternetadsMiniinternetcoordination-BoraLaunch(Xiamen)-1stBoraHanding-overCeremony-ExhibitionandTestDrive-Bora1.6LaunchHaichenDailycommuni-cationNamePlateBuildingMarketPosiRelationsBuildingCustomerrelationsmanagementCRMDealerrelationsmanagementDRMMediarelationsManagementMRMCarownersPotentialconsumersAnniversaryofBORAlaunchBoraoperaCareforJetta,ExperienceBoraBorahandbookInternetServiceimageSalesPromotion“ServiceStar”Challenge“SalesMaster-hand”ChallengeSpringFestivalSPLogisticsupportFunctionTVCPublicizinggiftproductionRulesfordealersMediasaloonRelationsBuildingCustomerrelWin-winBuildingCustomersF-VWBrandLoyalitySalesIncreaseCarConfigurationTechnologyPriceLevelBoraGradingOwnerBenefitsStrongName-plateSalesGrowthQualityServicesWordofMounthBrandAssetWin-winBuildingCustomersF-VWBWhydoweneedtobuildCRM？CRMhasbecomeacoreofcorporatecompetitionstrategyaswellasaprofitincreasingpoint.Onlywhenacorporatereallyunderstandsandgraspstheneedofcustomerscantheyadjusttothemarketdemandandgetanupperhandinthefiercemarket.

WhydoweneedtobuildCRM？CRCRMManagementCustomerdatabaseContactchannelActivitiesUpdatingofthedataFAW-VWCarownerDealerDirectmailingE-mailTelephoneSMSClubCarownerfeedbackDealerinformationMonthly-publishedmagazineClubactivities（periodical）Subjectevents（withinterval）（Integralscoresrecord)（magazineandactivities）1234CRMManagementCustomerdatabaRecenteventplan

1、CareforJetta,newexperiencefromBora

2、“Salesmaster-hand、ServiceStar”challenge

3、BoraMediaSaloonPlan

4、“ExcitingBora，enjoyableopera”roadshowproposal

5、“BoraClub”MagazineRecenteventplan

1、CareforCareforJetta,newexperiencefromBoraCareforJetta,newexperienceCampaignSchedule：A.ContactBoraowners：Sept.15-Sept.25Criteria:Jettaowners(over5yrs)------purchaseofthenamelistContactmethod:collectthenamelistofJettaownerswhoarewillingtochangeforanewcarContactcontent:findouttheirpossiblechangingtarget:BORA1.6，1.8，.1.8TB.ExecutionoftheTestDrive:Oct.1-Oct.7Location:Guangzhou,Beijing,andotherplaceswhereJettasaleshavebeencarriedoutforquitealongtime.Preparation:confirmationofthelocation,placeandrelevantmaterialforthetestdriveExecutionplan:referto“ExperienceBora,enjoythefun”testdriveC.FollowupthesalestoJettaowners：afterOcto.7Drivingfeeling:findoutthepurchaseintentionofJettaownersandfollowupDiscountactivity:BoundgiftsorgivediscounttoJettaownerswhentheybuyBoracarCampaignSchedule：A.ContactHotnewsforMedia：Jettaownersgathering

InviteagroupofBoraownerstoattendthetestdriveandsharethedrivingpleasureofBoraAwardforbuyingBora

JettaownerswhobuyBoraafterthetestdrivewillbegivenaticketto“ExcitingBora,enjoyableopera”Mediasaloon

Attracttheattentionofthejournalistswithmediasaloon

Saloontopic:notconfirmedyetWin-winmode

ThiswillbeanexampleinshowingtheeffortofFAW-VWinraisingthecomprehensivestrengthbycombiningthesalesforceofJettaandBora.Itisabrandnewmodeof“care-for-the-customermanagement”HotnewsforMedia：JettaownerPublicitycoordination:Sept.1-Oct.10“CareforJetta,newexperiencefromBora”HardadsOtherformsSoftadsTothepublicCampaignannouncementCampaignpublicityTothetargetbuyersPublicityUrgingtheparticipationTothepublicPublicityofCIandbrandimageRadiostation,Newspaper,Internet,etc.ExhibitionhalldecorationDirectmailingpublicityMagazine,newspaper,internetPublicitycoordination:Sept.12002BORA“Salesmaster-hand、ServiceStar”Challenge

2002BORA2002Bora“SalesMaster-hand”Challange

－－Pre-sales,mid-salesserviceevent2002Bora“SalesMaster-hand”Theimportantdutyofsalespeople

RepresentativeoftheCorp.:theirdemeanor,wordsanddeeds,directlyaffectthecorporateimage

Consultantforconsumers：theyaretheconsultforconsumersunfamiliarwithcars,whomakeupthemajorityofthecustomers.

Thefrontofknowingthemarket:directlyfindouttheneedofconsumersandthesituationoftheircompetitors

Createtheneed：createtheconsumptiondesireandtheopportunityofchoosingBoraEstablishanintegratedservicesystem

Thenarrowsenseofservicefocusesonafter-service,whileactually,pre-service,andmid-serviceshowtheservicequalityandsensetoo.。Upgradethecapacityofsalesgroup

Underthecompetitionmechanism，salespeoplewillbemoreactiveandfullofinitiative.

BackgroundTheimportantdutyofsalespeExpectedeffectivenessPublicizetheservicetenetofFAW-VW

Viatheevent,publicizetheservicetenetofFAW-VWandestablishagoodserviceimage.Perfectservicesystem

Establishtheconceptofintegratedservice,andenhancetheservicesenseofsalespeopleEstablishacompetitionmechanismamongsalespeople

Viatheevent,establishacompetitionmechanismamongsalespeoplesoastointensifytheircompetitionsenseandraisetheservicequalityIncreasethesalesvolume

Byoptimizingtheservicequalityandsenseofthesalespeopletoincreasetheratioofcontactsuccess.ExpectedeffectivenessPublicizEventScheduleAreamanager

gradingSep.10-Sep.25Area‘BestServiceCenter’competition

Servicecenter‘Serviceambassador’Aug.20-Sep.10Customergrading

Sep.25BORA‘BestServiceCenter’“ServiceStar’competitionPrewarmstage:gradingPrimarystage:areaselectionFinalstage:championselectionEventScheduleSep.10-Sep.25Aug2002Bora“ServiceStar”Challenge

－－Afterserviceevent2002Bora“ServiceStar”ChallEventScheduleAreamanager

gradingSep.10-Sep.25Area‘BestServiceCenter’competition

Servicecenter‘Serviceambassador’Aug.20-Sep.10Customergrading

Sep.25BORA‘BestServiceCenter’“ServiceStar’competitionPrewarmstage:gradingPrimarystage:areaselectionFinalstage:championselectionEventScheduleSep.10-Sep.25AugFeedbackfromservicedepartmentandareaofficeThegradingsystemoftheconsumerstotheservicecenterandservicepersonnelisnotscientific.Fullyutilizethesurveyresult(MarchtoJune)providedbytheafterservicedepartmenttoassisttheexecutionoftheevent.Thiscompetitionwillaffectthefutureserviceoftheservicecenters.Themethodofgivingconsumersmorefavorisfeasible.FeedbackfromservicedepartmeAdjustmentUsethepre-phaseresultofsurveytobuildthegradingcriterionAccordingtothefeedbackfromtheservicedepartment,changethe“StarServiceCenter”competitionto“ServiceStar”Competitionsoastoincreasethefeasibilityinexecution.Asfortheconsumers,theywillbepresentedwitheventsoffavorinsteadofparticipatinginthegrading.Simplilzethetheeventcontentsoastomakeitmucheasytocarryout.AdjustmentUsethepre-phasereBORAMediaSaloonProgram

BORAMediaSaloonProgram

ObjectiveViamediasaloon,invitethemediapeopleandsubtlyaskthemtopaymoreattentiontothepositiveinformationofFAW-VWandkeepalowtonetothenegativepart.InformFAW-VWoftheholdingofthiskindofsaloonregularlyAttracttheattentionofjournaliststoFAW-VWagainandincreasetheexposurefrequencyofFAW-VWproducts,andthecontactfrequencywithcustomersBetterthecommunicationbetweenFAW-VW,itsdealersandjournalists,tomakethejournalistsgivefull-coverageofFAW-VWTofurtheroptimizerelationshipwithmediaresourcesObjectiveViamediasaloon,inMediaresourcesanalysisinShanghai,ZhejiangandJiangsuAreaReleaseMedia：Shanghai—《XinminEvening》《NewsMorning》Jiangsu—《YangtzeEvening》《NanjingDaily》《XinhuaDaily》Zhejiang—《QiangjiangEvening》《MetropolitanExpress》Forthemoment,thecontactwiththeeditorsandjournalistsisfarmorelessthantheaddepartmentofthenewspaperpress；Atpresent,manymediahavestartedtheirAutoColumnforAutoSpecialEdition;itcallsforacontactwiththenewbornmedia.ViasomePRevents,wekeepintouchwithmajormediainShanghai,JiangsuandZhejiangarea,butmorecontactisneededtocontinuethegoodrelationship.Competitorssituation：Withthehelpofgeologicaladvantage,Shanghai-VWandGMcanupdatetheinformationoftheircorporateandoftheirproductsintimeandwithease,andtheirmediaexposurefrequencyisveryhigh.MediaresourcesanalysisinShAreacoordinationactivitiesExpectedeffectiveness：IntensifythecommunicationandexchangewithmajormediaConsolidatetherelationshipwithmediaandfacilitatenewsreleaseandin-depthreport,decreasethenegativereport.Workwithareatoavailthepublicityofactivityresult.RaisethecontactfrequencybetweenthecorporateandtheconsumersAreaactivitiesMediacontactMediasaloonBORADMGDMGDMGAreacoordinationactivitiesExMediasaloonformatInformaldiscussion＋interactiveexchangeSaloonformatInformaldiscussion+interactiveexchangeUsingnovelactivitiestoarousetheattentionofmediaInformalformatwillhelptonurturegoodrelationshipItcanhelptomakein-depthexchangewithmediaMajorEffortMediasaloonformatInformaldiForm:InteractiveinformalexchangeLocation:SuzhouTaihuLakeNationalResortTime:BeginningofSept.2002Topic:HOWTOUTILIZEHOLIDAYCARBUYINGDOMINOEFFECTRange：MediafromShanghai/Zhejiang/JiangsuJournalistnamelist:Mediajournalists,professionaljournalistsfromShanghai/Zhejiang/Jiangsu（WaitingforconfirmationfromFAW-VW）MediaSaloonforShanghaiandnearbyareasMediaSaloonforShanghaiandnearbyareasinSept.2002Form:InteractiveinforSept.2002-Mar.2003Shanghai,ZhejiangandJiangsuMediaSaloonPlan.Topic:BoraSalesReviewBora&ChinaNewMiddleClassForm:Informaldiscussion＋InteractivegamesTopic:BoraLaunchAnniversaryRetrospectandvistaForm:MediameetingTopic:BoraNewYearphenomenonForm:Informaldiscussion＋interactivegamesTopic：HowtokeepthenewcareffectForm:Informaldiscussion＋interactivegamesTopic:Broa1.6LSPMediacampaignForm：InformaldiscussionTopic：FAW-VWProductcomprehensiveassessmentForm:TeapartySep.2002Oct.2002Nov.2002Dec.2002Jan.2003Feb.2003Sept.2002-Mar.2003Shanghai,Zh2002“CustomerSolicitudeCampaign“ExecitingBora，enjoyableopera”

2002“CustomerSolicitudeCampMeaningoftheactivity(1)Perfecttherelationshipwiththecustomers

StrengthentherelationshipbetweenFAW-VWanditscustomers(2)Nurturethesuperioritycomplexofthecarowners

AccordingtothepersonalityandpsychologicalneedtochoosehighqualityactivitiesofBoraowners,raisetheascriptionsenseandsuperioritycomplexoftheowners(3)Emphasizethefeaturesofoperas

Worldfamousoperasbelongtohighqualitymentalprovisionwellacknowledgedbythesociety,andthepursuitandenjoymentofarthavebeenrecognizedbythewell-offpeople Salespromotion

Throughthestrengtheningofthesuperioritycomplex,ascriptionsenseofthecarowners,buildupagoodpublicpraiseforBorasoastopromotetheBorasalesinthelongrun.Meaningoftheactivity(1)PerExpectedeffectivenessOptimizetheservicequalityofBoracarandstrengthenthepersonalityserviceofFAW-VW.

Perfectthecustomerrelationshipmanagement,reinforcethecommunicationandinteractivity

RaisethepublicpraiseofBoraandtriggerthesuperioritycomplexoftheownerssoastobuildagoodpublicpraise.CreateahotspotforthesocietyandattracttheattentionofthemediatoFAW-VWandBora，buildupaniceCIandproductimageExpectedeffectivenessOptimEventFeatures:Format:：ModernOperaCharacteristic:Personality,HighQuality，MutualCommunication，

Excitingenjoyment

TargetCusotmer：1、Boraownersandpotentialconsumers，Urbanhighlevelwhite-collar；2.Successfulperosns,Mediagroup,Famousperson,ArtistsEventFeatures:EventplanEventplanContentFeaturesTitle

“ExecitingBora，enjoyableopera”Road-show

-Widerangedpublicityeffect-Expandtheproductpopularity-IntensifythepublicpraiseofBoraDebut-Mediapressconference-Operadebut-Carownersandtheirfriends/media/socialelitsandartists-Enhancetherelationshipwithmedia-ArousethepublicattentionTimesBeijing,Guangzhou,Shanghai

ThreesceneseveryplaceEventplanTitle“ExecitingBoPublicitycoordinationExcitingBora，enjoyableoperaAdsTVstations/radiostations/NewspaperSoftnewsTV/NewspaperExhibitionhallofdealersDM,directmarketingInternetSupplementofthreemajormediaFacetheconsumersdirectlyExertasubtleeffectonraisingthepublicpraiseandaccumulatethesocialfavortothebrandVisualdecorationIntensifytheatmosphereMedia(familiarbytheconsumers)VCDMemoryeffectretrospectdisplayPublicitycoordinationExcitingPrepationAug.-Sept.2002ExecutionOct.2002Estimationandsummarization

Nov.2002Eventexaminationandapproval,projectsetupContactthechoricgroupandpreparefortheeventPreparationofpublicitymaterialsPersonnelorganizationTime:Aug.-Sept.2002Location:Beijing,Shanghai,GuangzhouScene:3sceneseveryplaceMediaandcarownersinvitationMaterialproduction,spotarrangementRehearsalTime:Octo.2002ClippingcollectionEffectivenessestimationNov.2002TimeTableThroughtheperiod:CustomermanagementLongtermactivity:softpublicationPrepationExecutionEstimationa

“BoraClub”Magazine

“BoraClub”MagazineObjective:UtilizethecomprehensiveforceofthemediasoastoconsolidateBora’sleadingpositioninthetopgradecarmarketinthelongrun；

ClosetheconsumerstoBora，nurtureaconsumerofBora,solidifythebrandfaithofBoraowners；IncreasethepublicitychannelofBoracommunication，intensifytheforceObjective:UtilizethecompreheStrategy:FoundageneralmagazinespecializedinintroducingBoraand“clothing,food,housingandtransportation”aswell.Releasethroughoutthecountry；PassonthelatestnewsofFAW-VW；Caterfortheinterestandvaluesofsuccessfulpeople,deliverthelifehappinessofowningBoraStrategy:FoundageneralmagazMagazinecontent“BoraClub”LatestnewsofBora,PReventsNeweliteinterview LatestnewsfrombothhomeandabroadOthersubjectsApparel,foodcollection；architecture1.6LLaunch；BoraWorldCupNight；BoraexhibitionandtestdrivearoundthecountryHeadof“Boraownergroup”－YangZhentingSeekingtheannihilate“LouLan”；LegendBusyModecombinationofcapitalandtechnology；Magazinecontent“BoraClub”LatMagazinedistributionDealer’sexhibitionhallCarBeautyParlorCarExhibitionspotCarsalesmarketLargeshoppingmallTopgradeofficebuildingMagazinefreegivingIssuethroughoutthecountryBoraclubMagazinedistributionDealer’sSuggestedissuevolumeBaoZhiLinBeijingShanghaiGuangzhou40000160001200012000SuggestedissuevolumeBaoZhi演讲完毕，谢谢观看！演讲完毕，谢谢观看！

BoraCommunicationPlanProposal2002-08-10

BoraCommunicationA.BORA20021stHalfYearCommunicationReview1.Brandcommunicationstrategy2.Mediapublicity,PReventsreview

A.BORA20021stHalfYearCBrandintroductoryperiodOct.2001-Dec.2001ForcefulbrandconceptpopularizingperiodJan.2002-Jun.2002Theme:Controllingpower,enjoyinglifeMeasures:ads,softnews,journalist,dealerevents,expertdrivetestObject:Bringingouttheconceptofthenewproductanditsposition,focusingonitscoreconceptandproductfeatures、Time:Nov.2001toDec,92001Theme:DynamicBora;HappyBoraTimeMeasures:ads,carexhibitionsandtestdriveforconsumers,PRevents,softpbulicityObject:forcefullyspreadandcommunicateoutbrandconceptTime:Dec.92001toJun.2002Theme:Driver’scarMeasures:Ads,promotions,PRevents,softpublicityObject:Penetrateintothelifeoftargetconsumers,reflectthefunofdrivingBoraandthelifestyleandmentalstateoftargetBoraconsumersTime:July2002toDec.2002Communicationexecutionatdifferentstages1、BrandCommunicationStrategyLongtermevents:carexhibition&testdriveBrandconceptconsolidationPeriodJuly2002toDec.312002BrandintroductoryperiodForceBoracarsalesvolumetrend（2002.1-7）010002000300040005000600070001234567Jan.Feb.Mar.Apr.MayJun.Borabrandimage,productconfiguration、functionsoftpublicityBorafourcityexhibitionandtestdrive7500km1stmaintenanceadsBoraWorldCupadsBoraWorldCupeventPowerseriesprintadsforecastTVCTeaserPowerBORAseriesinternetadsBORAHappyTimeSeriesPrintadsBoraExhibitionandTestDriveadsBora1.6LLaunchinformingadsChallengerCantoTVCDriver’sinternetadsPraisecantoBoraCoordinationSeriesInternetadsBora1.6LLaunchThe500,00thcar(BORA)off-linecelebrationJulyBoracarsalesvolumetrend（202.BranddirectionAccordingtothebranddirectionandthefeedbackfromthepublic,customersanddealers,starttorichthebrandimageofBoraandprepareforcommunicationconceptadjustment,andvia“BoraHappyTime”seriesprintadso