奥迪C6上市广告策略建议.pptVIP

奥迪c6上市广告策略建议 advertising strategy proposal of audi c6 launch,2005年4月30日 april 30, 2005,c6上市的核心任务：继续保持a6在c级豪华车市场的领先地位和份额优势 core task of c6 launch: to maintain a6s leadership and market share in c segment of luxury sedan 围绕c6的核心任务，我们着重考虑了四大重要关系： based on the core task of c6, we considered 4 key relationships c5与c6的关系 relationship between c5 and c6 品牌形象与销售的关系 relationship between brand image and sales 形象与产品力的关系 relationship between image and product features c6与竞品的关系 relationship between c6 and competitors,对c6上市的整体思考 overall consideration on c6 launch,c5与c6的关系 relationship between c5 and c6,对目前a6市场状况的思考 considerations on temporary market background of a6,现状：c5、c6销售互相牵制 current status: c5 collided with c6 on sales c5库存压力犹在 c5 still faces the pressure from the heavy stock 消费者开始观望等待c6上市 consumers came to postpone their purchase awaiting the launch of c6 问题：a6长时间没有市场声音 problem: long marketing voice absence of a6 对c5消化库存不利 bad for the sales of stocked c5 cars 对a6维持影响力不利 bad for maintaining market influence of a6 对c6聚拢人气不利 bad for gathering of c6 prospects 给宝马、皇冠、天籁扩大影响以可乘之机 opportunity for bmw, crown and teana to expand share,建议1：推出c6，解围c5 proposal i: launch c6 to ease c5 以c6配额带动向经销商压货c5 encourage dealers stocking c5 by rewards of c6 quota 以c6经销商加价行为衬托c5的性价比优势 reflect the value for money advantage of c5 by dealership price-rising of c6 同时解决了c6上市等待c5销售的被动局面 solve problems of both prospects postponing purchase and plain c5 sales 建议2：速推c5，解围c6 proposal ii: speed the sales of c5 to ease c6 以c6配额向经销商压货c5 encourage dealers stocking c5 by rewards of c6 quota 对外宣布c6不定期推迟上市 announce the unlimited postponing of c6s launch 同时加大c5促销的宣传 reinforce the promotion communication of c5 待c5销售进入尾声上市c6 launch c6 in the end of the sales of c5,对目前a6市场状况的思考 considerations on temporary market background of a6,品牌形象与销售的关系 relationship between brand image and sales,c6上市的挑战 challenges to the launch of c6,豪华车市场竞争激烈 fierce competition in the market of luxury sedan 豪华车需求增长幅度有限 limited increase of the market c6上市肩负着拉升价位和打开销量的双重任务 the launch of c6 serves two tasks of raising the price and extending the sales 品牌形象能否推动c6超越c5再上新高度？ is brand image capable of enhancing c6 to surpass c5 and reach new heights?,塑造c6品牌形象的必要性 the necessity of building c6s brand image,品牌形象能推动c6再上新高度 brand image can enhance c6 to reach new heights 竞争对手竞相抢占形象制高点 competitors fight for the position of benchmark image 品牌形象是消费者购买决策的重要依据 brand image is one of the key considerations in purchase decision 形象建设是奥迪品牌的长期战略 image building is among the long term brand strategy of audi,上市广告首先在熟悉阶段发挥作用，电视广告的作用最大 launch ads would firstly function throughout the acquaintance stage while tvc was the priority,熟悉阶段 acquaintance,考虑阶段 consideration,%,朋友/亲戚介绍 friend / relative,经销商/销售 人员介绍 retailer / sales,车展 auto exhibition,上网查询 internet,电视广告 tvc,杂志文章 magazine editorial,报纸广告 newspaper ads,汽车厂家举办的 各种推广活动 marketing campaign,报纸文章 newspaper editorial,%,经销商/销售 人员介绍 retailer / sales,车展 auto exhibition,汽车厂家举办的 各种推广活动 marketing campaign,朋友/亲戚介绍 friend / relative,上网查询 internet,报纸广告 newspaper ads,杂志文章 magazine editorial,%,体验试驾阶段 experience,经销商/销售 人员介绍 retailer / sales,朋友/亲戚介绍 friend / relative,汽车厂家举办的 各种推广活动 marketing campaign,车展 auto exhibition,上网查询 internet,电视广告 tvc,去汽车销售店 自己看 go to dealer shop,%,获取有效信息 obtain effective info,数据来源:ac尼尔森04年奥迪专项调查 source: ac nielsen y04 customized research for audi,竞品借助电视广告抢占宣传制高点 how does competitors ads fight for the initiative?,source: ac尼尔森2003奥迪专项调查,竞品电视广告策略 competitive tvc strategy,高档轿车上市电视广告案例i launch tvcs of premium sedans case i,宝马5系、凯迪拉克、别克荣御三品牌上市期间，电视广告内容均以品牌理念为导向，传播感性内容 judging the launch campaigns of bmw 5 series, cadillac cts and buick royaum, tvcs were emotionally image-oriented.,宝马5系 bmw 5 series,凯迪拉克 cadillac cts,荣御 royaum,高档轿车上市电视广告案例ii launch tvcs of premium sedans case ii,皇冠品牌上市期间，推出相同理念两套电视广告，分别以产品内外设计特色支持品牌形象的建立 toyota crown applied two launch tvcs, which were brand image.,天籁上市电视广告突出产品信息，通过产品特色的展示帮助树立形象 the launch tvc of teana highlighted product features, so as to build up the brand image.,高档轿车上市电视广告案例iii launch tvcs of premium sedans case iii,竞品后续广告策略 competitive successive strategy,后续阶段广告案例i successive ad case i,上市阶段：新不可测；全新车型 launch: unpredictable new; all new product series,后续阶段：势不可挡；动力强劲 successive: prevailing power; marvelous power,凯迪拉克广告坚持以形象为主，兼带传播产品特色 cadillac ads focused on image with relative product feature supports.,后续阶段广告案例ii successive ad case ii,上市阶段：生活工作双重享受,超凡座驾 launch: double enjoyment from life and work; superb car,后续阶段：更多车型选择 succession: more package options,宝马形象广告持续时间较长，逐渐过渡到产品广告 bmw image-oriented ads sustained for a long period and shifted to product ads gradually,后续阶段广告案例iii successive ad case iii,上市阶段：超凡登场：v6发动机、时尚设计 launch: superb debut; v6 engine, trendy design,后续阶段：年度车大奖：v6发动机、时尚设计 launch: car of the year; v6 engine, trendy design,天籁平面广告突出传播产品特色，并以此树立形象 teana ads featured product to build image,品牌形象对于豪华车购买极为重要 brand image is vital to the purchase of premium sedan,从消费者调研中，我们发现 based on consumer researches： 对品牌形象的评价和最初对产品整体印象的评价是密不可分的（ipsos车型调研） consumers perceptions on brand image are closely linked to overall product impression. (car research by ipsos) “对产品的感觉不可能和品牌分开说。” “experiences from the product shouldnt be separated from the brand” 奥迪吸引消费者购买的主要动力在于奥迪的品牌形象（acnielsen品牌调研） key consumer purchase trigger of audi lies in its brand image (brand research by acnielsen) “大气稳重、高科技、代表成功、质量好。” “elegant and steady, hi-tech, symbol of success, fine quality”,产品性能是作为品牌形象的支持点被看待的（ipsos车型调研） product performance was taken as a support to brand image (car research by ipsos) “这些配置就是这档次车应该有的。” “these equipments should be necessities to cars of this segment.”,品牌形象对于豪华车购买极为重要 brand image is vital to the purchase of premium sedan,奥迪品牌策略更注重感性因素 audi brand strategy with more stress on emotional elements,情感/ 品牌形象 emotional / brand image,顾客利益 customer benefits,产品特性 product features,中国长期市场战略 long-term marketing strategy in china,过去 past,将来 future,情感/ 品牌形象 emotional / brand image,c6如何实践奥迪品牌？ how does c6 avail audi brand value?,把握奥迪品牌精髓：进取突破 brand essence: progressive breakthrough (audi vorsprung) 完成奥迪品牌使命：最进取的豪华品牌 brand mission: the most progressive luxury brand c6产品定位：最进取的公商务座驾 c6 product positioning: the most progressive business sedan c6传播平台：创想改变未来 c6 communication platform: think future,品牌形象与产品力的关系 relationship between brand image and product features,品牌形象与产品力是相辅相成的关系 brand image can enhance c6 to reach new heights 品牌形象是产品力的人性化表现形式 brand image is the characterized presence of product features 产品力是品牌形象成立的基础 brand image is built on product features 品牌形象、产品力共同形成品牌价值 brand image and product feature together make brand value,“创想改变未来” 的理念内涵 essences of the “think future” branding platform,形象力 image value 激发偏好、提升价格 intrigue preference, elevate price,产品力 product value 证明形象、刺激尝试 image testimony, invite experiencing,感性 emotional “创想改变未来” 与车主需求的 深度共鸣 “think future” highly corresponds with the targets needs,理性 rational “创想改变未来” 体现出的在c级车的强势卖点 “think future” demonstrates our great advantage in c segment,品牌形象主导产品形象 brand image drive product image,个人能力 personal competence,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 social recognition,尊重、权力 respectpower,政府机构用车govt. sector,私人用车private sector,自我实现 higher self-esteem,end benefit,brand image,product image,support,c6上市广告执行,7月初 - 8月初,上市期,第一波 确立形象 突破性的领导品牌，给突破性的领导者,突破性观念 + 突破性产品,c6：创想改变未来,第二波 切入产品 突破性的产品功能，给突破性的领导者,销售期,8月中 - 12月,advertisement execution of c6 launch,jul. aug.,launch phase,1st wave: image establishment breakthrough leading brand for breakthrough leader,breakthrough ideology + breakthrough product,c6: think future,2nd wave: appliance of product breakthrough product equipments for breakthrough leaders,sales phase,aug. dec.,c6广告执行,7月初 - 8月初,上市期,创想改变未来,tvc,路牌,商务手册,突破的理念,展厅布置,主题,媒介,第一波：整体确立品牌形象,报纸、杂志,突破理念的车,advertisement execution of c6 launch,jul. aug.,launch phase,think future,tvc,outdoor,business brochure,breakthrough ideology,showroom, pop,theme,media,1st wave: overall establishment of brand image,newspaper, magazine,breakthrough car,c6广告执行,8月初 - 12月底,销售期,创想改变未来,第二波：以品牌形象切入产品,tvc,路牌,商务手册,突破的理念,产品手册,主题,媒介,报纸、杂志,mmi,突破的操控,突破的安全,4.2 quattro 高速表现,c6广告执行,aug. dec.,sales phase,think future,2nd wave: appliance of product leveraging on brand image,tvc,outdoor,business brochure,breakthrough ideology,product brochure,theme,media,newspaper brochure,mmi,breakthrough control,breakthrough safety,hi speed perfomance of 4.2 quattro,c6如何超越对手的产品亮点？ how does c6 exceed competitors on product features?,c6如何超越对手亮点？ how does c6 exceed competitors on product features?,不同地区、不同时期，c6面对的竞争对手可能各有不同。 c6s competitors vary regarding different regions and times. 可考虑利用地方媒体、线下媒体，制作具有针对性的广告，形成对主要媒体的补充。 take regional media and pr communication as supplementary to the mainstream media to make the ads more focused.,c6对手亮点对比（标配） comparisons with competitors (standard equipment),c6如何对抗bmw5？ how does c6 counter bmw 5 series?,宝马5的卖点：品牌地位、专业成功人士定位、驾驶性能 bmw key why-buys: brand status, brand positioning on successful professionals and driving performance 宝马5的劣势：后座空间不够宽敞、整体造型个人化气息浓、舒适性亮点比c6少 bmw drawbacks: insufficient