《xx上市调研报告》PPT课件.ppt

1,2002 Zhengzhou Nissan PALADIN Brand Strategy Quantitative Research Report 2002 (Media User Market),Oct.10th ,2002,MSR Automotive Research Department,天马行空官方博客：/tmxk_docin ；QQ:1318241189；QQ群：175569632,2,BRAND AWARENESS,3,Brand Awareness-above average saloon vehicle,A1.which is the first brand you think of when above average vehicles are mentioned?,4,Brand Awareness -SUV,A2.which is the first brand you think of when Cross-country Vehicle/Jeep/SUV are mentioned?,5,Which type does Dongnan Freeca belong to,Qa：which type do you think does Dongnan Freeca belong to?,6,Occasions using Dongnan Freeca,Qb. Which occasion do you think is suitable for Dongnan Freeca?,7,Concept introduction of PALADIN Display pictures to interviewees,8,Which type does PALADIN belong to,Z1.which type do you think does PALADIN belong to?,9,SUV,Z2、Z3Do you know SUV? Please talk about it.,10,Concept accept degree of SUV,Z4.Can you accept the concept of SUV after introduction?,11,PALADIN test Display word introduction& pictures of PALADIN,12,Appraisal of PALADIN,B1. what is your opinion about PALADIN ?,13,Appraisal of PALADIN,B2、B3.Is there something of PALADIN you very like or not?,14,Parameters of PALADIN,B4B14.Score on measure, engine, performance, exterior design, safety, installment of PALADIN. （5 credit，1=unsatisfied,5=satisfied）,15,PALADIN color,B11c.which color do you like in these 5 types for PALADIN?,16,PALADIN fittings,B16.which one do you think should PALADIN be equipped with（before suggestion ,after suggestion）,17,Attraction comparison of PALADIN with 3 or 2 rows of seats,B17.Do you think the type of PALADIN with three rows of seats more attractable than the one with two rows of seats?,18,Three types of equipments of PALADIN,B18. which type of equipment do you like best of all the three types? And why?,Reason： Frequency： 1great power 16 2good performance 11 3high speed 4 4.economical 3 5.Cross country ability 2 6low oil consumption 2,Reason： Frequency： ： 1.Good performance 15 2.Strong power 12 3.Economical 9 4.Low oil consumption 8 5.Suitable for field work And mountain 7 6.High speed 4 .,Reason： Frequency： 1. Low oil consumption 4 2.meet the needs of field work and mountain 3 3.economical 2 4.Good equipment 2 5.Demand of work 2 6. enough（power） 2,19,interior color changing,B19.whether it is good or not if the interior color is changed to light ones?,20,5000 RMB more for PALADIN roof window,B20.（supposed to add 5000￥）whether you will install a roof window or not if you own such a vehicle?,21,PALADIN is a kind of SUV?,B21.After introduction ,which type do you think PALADIN is, a Cross-country Vehicle, Jeep or SUV?,22,The position of spare wheel and rear door opening,B22. where to put the spare wheel ,on rear door or under chassis? B23.how to open the rear door, up-down or from flank?,Position of spare wheel：,Position of rear door opening：,23,Does it matter if PALADIN is sold together with Santana, Santana 2000,POLO and B5,B24. Does it matter if PALADIN is sold together with Santana, Santana 2000,POLO and B5？,24,Does it matte if Nissan Pickup and Nissan PALADIN are sold together,Introduce Zhengzhou Nissan Co. Ltd.（Big background & products） B25. Does it matte if Nissan Pickup and Nissan PALADIN are sold together？,25,Suitable occasion of PALADIN,B26.which occasion do you think is suitable for PALADIN?,26,PALADIN name test Read and spell PALADIN both in English & Chinese,27,Associations of PALADIN,Read and spell PALADIN both in English and Chinese. B27.what can you imagine when you first hear PALADIN.,28,Whether the name is suitable for PALADIN,B28、B29 whether do you think is “PALADIN” matching the vehicle？And why?,Reason for suitable： Frequency： 1.Mathing with Appearance & type 14 2.Easy to read 11 3.Sounds god 8 4.fashionable 6 5.Like import vehicle 5,Reason for not suitable： Frequency 1can not understand 3 2.Not suitable for type 2 3.Without character 1 4.Not clear 1 5.Exagerate 1,29,Favorable aspect of PALADIN,B30、B31.which aspect of PALADIN do you like or dislike?,30,Reason for suitable： Frequency： 1.Easy to read 11 2.fashionable 5 3.No bad meanings In dialect 4 4.Sounds similar To mandarin 2 5.like import vehicle 2,Whether the name is suitable for PALADIN in dialect,B32、B33. Does the name PALADIN match the vehicle in your dialect? and why?,Reason for not suitable： Frequency ： 1.Can not understand 2 2.Sounds bad in dialect 2 3.Unsuitable for cross Country vehicle 1 4.Common name 1,31,Different meanings of PALADIN in dialect,B34.Does the name have positive or negative meanings in your dialect?,32,Originality and specialty of PALADIN,B35.Compared with other names such as Cross-country Vehicle/Jeep/SUV, what do you think of PALADIN?,33,Easy to remember or not,B36. Do you think PALADIN easy to remember ?,34,Suitable Chinese name of PALADIN,B37. which name is most suitable for this vehicle? B38.Please think of several Chinese name for this vehicle,35,Impression and opinion on PALADIN,B39.Score on the name of PALADIN （5 credit,1= definitely not agree,5= agree）,Mean,36,Brand image of competitor,B39 Choose one you think reasonable in the following factors,37,PRICE TEST,38,Manual/Automatic,Qd、Qd1. From the point of view of your company, which type do you need? Is manual necessary?,4*2（automatic）,4*2 （manual）,4*4（automatic）,4*4 （manual）,4*4 V6（automatic）,4*4 V6 （manual）,39,Price spread between automatic and manual,Qd2. which spread can you accept?,40,Brand of first choice,D1. Display the pictures of PALADIN、SPORT、Blazer、Changfengliebao to the interviewees. Among these types, which one do you prefer? Please rank them from up to down and give your reason.,First choice,Second choice,Third choice,Forth choice,41,Brand of first choice,D1、D2. .Display the pictures of PALADIN、SPORT、Blazer、Changfengliebao to the interviewees. Among these types, which one do you prefer? Please rank them from up to down and give your reason,Reason ：,42,Price of PALADIN,D3. what is your opinion about the price of different types of PALADIN?,4*2 199,800￥,4*4 230,000,4*4 V6（automatic） 330,000,43,Change the color of front & rear bumper and tire to black,Q1. Given the present price of purchase and maintenance, if the color of front and rear bumpers and tyres changed into black, do you agree? Give your reasons.,44,Feeling much rougher,Q2. If the color of front and rear bumpers and tyres changed into black, does it improve rough feeling?,45,Purchase possibility of PALADIN,Q3. Which type of PALADIN will you purchase?,46,Vehicle Ownership,47,Own Cross-country Vehicle/Jeep/SUV,U1. .Does your company own Cross-country Vehicle/Jeep/SUV?,48,U3. Which brand of Cross-country Vehicle/Jeep/SUV have your company bought last year? U4.When did your company purchase your Cross-country Vehicle/Jeep/SUV？,Brand and quantity of Cross-country Vehicle,49,Distributing and using of vehicles,U5. How does your company distribute and use your Cross-country Vehicle/Jeep/SUV?,50,Usage of SUV,U6. Which aspect does your company distribute and use your Cross-country Vehicle/Jeep/SUV on?,51,Departments /individuals using vehicle,U7. Which department or individual does your company distribute Cross-country Vehicle/Jeep/SUV to ?,52,Using time every day of SUV,U8. How many average hours does your company use Cross-country Vehicle/Jeep/SUV every day?,53,First class maintenance miles & cost,U9、U10. How often do you have your Cross-country Vehicle/Jeep/SUV maintained ? And how much you pay?,54,Second class maintenance and cost,U9、U10. How often do you have your Cross-country Vehicle/Jeep/SUV maintained ? And how much you pay?,55,Road condition,U11. Under what kind of road condition does the Cross-country Vehicle/ Jeep/SUV of your company drive?,56,Index of month oil consumption,U12. How does your company determine the index of month oil consumption of Cross-country Vehicle/Jeep/SUV?,prescribed miles ： frequency： Base = 13 1. Less than 1000KM 4 2. 50018001KM 4 3.10012000KM 3 4. 20013000KM 1 5. 30015000KM 1,Prescribed gross oil consumption ： frequency： Base = 38 1. Less than 100 L 2 2. 151200L 25 3. 101150L 4 4.501800L 2 5. 201300L 2 6. 301400L 2 7.401500L 1,57,Repair person and cost,U13. Does your company have special repair person? U14.How much does your company spend on the maintenance of Cross-country Vehicle/Jeep/SUV every year?,58,Purchase activity research,59,Reason for not purchase SUV,PU1. .Why did not your company purchase Cross-country Vehicle/Jeep/SUV?,60,Reason for purchase SUV,PU2. Why does your company plan to purchase cross-country/jeep/SUV?,61,Probable purchase time of SUV,PU3. How soon will your company purchase Cross-country Vehicle/Jeep/SUV?,62,Combination of purchase decision-makers,PU4. Who is responsible for the purchasing in your company?,63,Information collected before purchase,PU6. What does your company usually do before purchasing?,64,Acquiring information channel,PU7. How do you get information on vehicles? Which one is reliable?,65,Information inquiry before purchase,PU8. what would your company like to know before purchase?,66,Factors considered,PU9. What would your company consider when purchase vehicles?,67,Purchasing place,PU10、PU11. PU11Where do you want to buy SUV ,and why not in XX?,68,Hardware at purchasing sites,PU12. What requirements does your company have when purchasing vehicles?,Mean:,69,Prom