DMG-宝来发展规划0809(英文版).ppt

BoraCommunicationPlanProposal2002-08-10,A.BORA20021stHalfYearCommunicationReview1.Brandcommunicationstrategy2.Mediapublicity,PReventsreview,BrandintroductoryperiodOct.2001-Dec.2001,ForcefulbrandconceptpopularizingperiodJan.2002-Jun.2002,Theme:Controllingpower,enjoyinglifeMeasures:ads,softnews,journalist,dealerevents,expertdrivetestObject:Bringingouttheconceptofthenewproductanditsposition,focusingonitscoreconceptandproductfeatures、Time:Nov.2001toDec,92001,Theme:DynamicBora;HappyBoraTimeMeasures:ads,carexhibitionsandtestdriveforconsumers,PRevents,softpbulicityObject:forcefullyspreadandcommunicateoutbrandconceptTime:Dec.92001toJun.2002,Theme:DriverscarMeasures:Ads,promotions,PRevents,softpublicityObject:Penetrateintothelifeoftargetconsumers,reflectthefunofdrivingBoraandthelifestyleandmentalstateoftargetBoraconsumersTime:July2002toDec.2002,Communicationexecutionatdifferentstages,1、BrandCommunicationStrategy,BrandconceptconsolidationPeriodJuly2002toDec.312002,Boracarsalesvolumetrend（2002.1-7）,0,1000,2000,3000,4000,5000,6000,7000,1,2,3,4,5,6,7,Jan.,Feb.,Mar.,Apr.,May,Jun.,Borabrandimage,productconfiguration、functionsoftpublicity,Borafourcityexhibitionandtestdrive,7500km1stmaintenanceads,BoraWorldCupads,BoraWorldCupevent,PowerseriesprintadsforecastTVCTeaserPowerBORAseriesinternetads,BORAHappyTimeSeriesPrintads,BoraExhibitionandTestDriveads,Bora1.6LLaunchinformingads,ChallengerCantoTVC,DriversinternetadsPraisecanto,BoraCoordinationSeriesInternetads,Bora1.6LLaunch,The500,00thcar(BORA)off-linecelebration,July,2.BranddirectionAccordingtothebranddirectionandthefeedbackfromthepublic,customersanddealers,starttorichthebrandimageofBoraandprepareforcommunicationconceptadjustment,andvia“BoraHappyTime”seriesprintadsofthenextstagetomakeapreparation,Praisecanto,Countrysidetimecanto,CoffeeTimecanto,Datetimecanto,TEASERforecast,Challenge,“PowerBroa”imageads,“BoraDriberscar”imageads,Printads,TVC,Internetads,Outdoorsads,“PowerBora”Seriesoutdoorsboard,3PReventsEversincethelatterhalfof2001tothefirsthalfof2002,inordertohelpBorasetupitsindividualityinitsproductandbrandimage,aswellashelpthepublic,especiallythepotentialconsumerstoknowBora,toexperienceBoraandlikeit,andfinallyachieveabettersales,followingPReventsaredesignedandplannedENTERPRISEIMAGE:The500,000thBorasteppingdownfromtheassemblylineofFAW-VWProductionpopularization:BORALaunchTetralogy（Boraoff-line、Borarelease,Boraformallaunch、Bora1.6Llaunch）“ExperiencingBora,enjoythefun”2002BoranationwidecarexhibitionandtestdriveBrandimage:“Watchingexcitinggames,enjoyingBoraexcitement”,The500,000thBorasteppingdownfromtheassemblyline,Bora1.6Llaunch,Watchingexcitinggames,enjoyingBoraexcitement”,ExperiencingBora,enjoyingthefunofdriving,ToexcavatethebrandcoreconceptRaisetheproductimageEnrichtheproductconnotationEnsurethealreadygotfruitExpandmarketpositioningdistinction,1.ViatargetcustomerunderstandingtoextendBoraimagethatcoincidentallymatchthelivingstyle,philosophyandvaluejudgementofourtargetcustomer.2.BythechangeoflaunchingBora1.6,asecondphaseofBoraimageestablishmentandcommunicationstrategywillbeimplementedtoproactivelyapproachcustomersdailylifeasaresulttogaintheirrecognitionandpreference.Coremessagedelivery:,CommunicationStrategyforthelatterhalfof2002,CaritselfDriverObjectivelyMentallyPhysicalConsiderationPsychologicalThinking,TARGETCOMSUMERS:ThebuyersofBorabelongtotheburgeoningmiddleclasswhoenjoyagoodtaste,andelicatesentimentandastrongsenseofego,movinguptopeakoftheirlife.Whentheyarepurchasingcars,theyseldomfollowthecommontrend:itsnottheirstyletobuyluxuriouslylookingbutcompletelyjoylesscars,consideringthefunofdriving,justoutofvanity.Fullofconfidence,defyingtheboundary,theyarechallengingthemselvesallthetime.Theyachievesuccessesforphases,whichareunusualforthepeopleoftheirage,withtheirwisdom,knowledgeanddiligence,holdingaboundconfidenceandhopeforthefuture.Suchagroupofpeopleemphasisself,possessofcreativityandarefullofyouthfulspirit.ANALYSISDISCOVERY:Theyliketoshowtheirabilityofoutdoingthemselvesandcontrollingtheirlifewithease,aswellastheirfeelingofthesuperiorityarisingfromthis.Bydoingthese,theydrawappreciation,praiseandadmirationfromotherpeople.,BORACOMMUNICATIONBRIEF,AIM:Boraisacarthathasadeepunderstandingoflife,asitcanreflectmyvaluesandattitudetowardlife,andatthemeantime,Iquitebelievethatitsperformanceisfairlygood,sowhenIwanttobuyacar,ifImwelloffenough,Iwillchoose1.8T,ifnot,a1.6willbeagoodchoice.,Statusinquo:IacknowledgethatBoraisadynamicpersonalcar.AnddrivingBoracansatisfymyrequirementforpoweraswellasforconfirmationfromotherpeople.Tome,generallyspeaking,itisanicecar.WhenIamchoosingacar,Borawillbeonthelistofconsideration,SUPPORT:Stronginpower,moderninshape,fashionableindesign,advanceinassembly,andexcellentinratioofperformanceandprice,TONEOFPUBLICITY:Modernity,sensibility,confidence,RULESGOVERNINGTHEEXECUTION:1.Pressingclosetothelifeformofthetargetconsumers,theoriginalityshouldbeinaccordancewiththeirvaluesandpsychologicalstate2.Confusionshouldbeavoidedbetweenthetraditionalopinionofhavingachievedsuccessandtheimageofenterprisingandgainingperiodsuccessoneafteranother.(Thelatteriswhatshouldbemanifested.)3.Gettingridofthecreatingmethodofunilaterallyfocusingonyouthandcolor.4.Thesensiblewayofexhibitingtheideashouldplayamostimportantpartintouchingtheconsumerspsychologicallyandthepowerofhumorwillsometimesplayakeyrole.,BrandintroductoryperiodOct.2001-Dec.2001,ForcefulbrandconceptpopularizingperiodJan.2002-Jun.2002,BrandconceptconsolidationPeriodJuly2002toDec.312002,Subject:Drivingpower,endlessexcitementforlifeObjective:forcefullypromotethenewproductconceptandpositioning,Topic: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、servicecenterchallenge,Stagecommunicationexecutionstrategy,2002BoraBrandBuildingStrategy：3BStrategy,NamePlateBuilding,RelationshipBuilding,Win-WinBuilding,Step1,Step2,Step3,Aug.8,2001,Aug.2002,2003,Demonstrationof3BStrategy,BuildingofNamePlateThekeyoflaunchofnewproductsistobuildagoodbrandimageamongtheconsumersandexpandthebrandfame.Afteraboutoneyearsadvertising,PRevents,Borahassetupaconsiderablebrandimageamongtheconsumers.BuildingofRelationshipDuringthebranddevelopment,theestablishmentofagoodrelationshipwithconsumers,mediaanddealersisakeytoitsconsistentdevelopment.Byusingdifferentstrategies,closetherelationshipwiththemandsetupagoodbrandrelation.BuildingbyWin-WinDuringthematurestageofthebrand,theconstructionofacompleteandpersonalservice,aimingatachieveawin-winmodeforboththemanufacturerandtheconsumerswillaffectthefurthergrowthofthebrand.,NamePlateBuilding,MarketPositioning,Abovetheline,Belowtheline,TVC,Printads,Internet,Events,PR,TeaserChallenger,DynamicBoraSeriesPraiseCantoHappyTimeSeries,InternetadsMiniinternetcoordination,-BoraLaunch(Xiamen)-1stBoraHanding-overCeremony-ExhibitionandTestDrive-Bora1.6Launch,HaichenDailycommuni-cation,RelationsBuilding,CustomerrelationsmanagementCRM,DealerrelationsmanagementDRM,MediarelationsManagementMRM,Carowners,Potentialconsumers,AnniversaryofBORAlaunch,Boraopera,CareforJetta,ExperienceBora,Borahandbook,Internet,Serviceimage,SalesPromotion,“ServiceStar”Challenge,“SalesMaster-hand”Challenge,SpringFestivalSP,Logisticsupport,FunctionTVC,Publicizinggiftproduction,Rulesfordealers,Mediasaloon,Win-winBuilding,Customers,F-VW,BrandLoyality,SalesIncrease,CarConfigurationTechnologyPriceLevelBoraGradingOwnerBenefits,StrongName-plateSalesGrowthQualityServices,WordofMounth,BrandAsset,WhydoweneedtobuildCRM？,CRMhasbecomeacoreofcorporatecompetitionstrategyaswellasaprofitincreasingpoint.Onlywhenacorporatereallyunderstandsandgraspstheneedofcustomerscantheyadjusttothemarketdemandandgetanupperhandinthefiercemarket.,CRMManagement,Customerdatabase,Contactchannel,Activities,Updatingofthedata,FAW-VW,Carowner,Dealer,Directmailing,E-mail,Telephone,SMS,Club,Carownerfeedback,Dealerinformation,Monthly-publishedmagazine,Clubactivities,（periodical）,Subjectevents,（withinterval）,（Integralscoresrecord),（magazineandactivities）,1,2,3,4,Recenteventplan1、CareforJetta,newexperiencefromBora2、“Salesmaster-hand、ServiceStar”challenge3、BoraMediaSaloonPlan4、“ExcitingBora，enjoyableopera”roadshowproposal5、“BoraClub”Magazine,CareforJetta,newexperiencefromBora,CampaignSchedule：,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:BoundgiftsorgivediscounttoJettaownerswhentheybuyBoracar,HotnewsforMedia：,JettaownersgatheringInviteagroupofBoraownerstoattendthetestdriveandsharethedrivingpleasureofBoraAwardforbuyingBoraJettaownerswhobuyBoraafterthetestdrivewillbegivenaticketto“ExcitingBora,enjoyableopera”MediasaloonAttracttheattentionofthejournalistswithmediasaloonSaloontopic:notconfirmedyetWin-winmodeThiswillbeanexampleinshowingtheeffortofFAW-VWinraisingthecomprehensivestrengthbycombiningthesalesforceofJettaandBora.Itisabrandnewmodeof“care-for-the-customermanagement”,Publicitycoordination:Sept.1-Oct.10,“CareforJetta,newexperiencefromBora”,TothepublicCampaignannouncementCampaignpublicity,TothetargetbuyersPublicityUrgingtheparticipation,TothepublicPublicityofCIandbrandimage,2002BORA“Salesmaster-hand、ServiceStar”Challenge,2002Bora“SalesMaster-hand”ChallangePre-sales,mid-salesserviceevent,TheimportantdutyofsalespeopleRepresentativeoftheCorp.:theirdemeanor,wordsanddeeds,directlyaffectthecorporateimageConsultantforconsumers：theyaretheconsultforconsumersunfamiliarwithcars,whomakeupthemajorityofthecustomers.Thefrontofknowingthemarket:directlyfindouttheneedofconsumersandthesituationoftheircompetitorsCreatetheneed：createtheconsumptiondesireandtheopportunityofchoosingBoraEstablishanintegratedservicesystemThenarrowsenseofservicefocusesonafter-service,whileactually,pre-service,andmid-serviceshowtheservicequalityandsensetoo.。UpgradethecapacityofsalesgroupUnderthecompetitionmechanism，salespeoplewillbemoreactiveandfullofinitiative.,Background,Expectedeffectiveness,PublicizetheservicetenetofFAW-VWViatheevent,publicizetheservicetenetofFAW-VWandestablishagoodserviceimage.PerfectservicesystemEstablishtheconceptofintegratedservice,andenhancetheservicesenseofsalespeopleEstablishacompetitionmechanismamongsalespeopleViatheevent,establishacompetitionmechanismamongsalespeoplesoastointensifytheircompetitionsenseandraisetheservicequalityIncreasethesalesvolumeByoptimizingtheservicequalityandsenseofthesalespeopletoincreasetheratioofcontactsuccess.,EventSchedule,Prewarmstage:grading,Primarystage:areaselection,Finalstage:championselection,2002Bora“ServiceStar”ChallengeAfterserviceevent,EventSchedule,Prewarmstage:grading,Primarystage:areaselection,Finalstage:championselection,Feedbackfromservicedepartmentandareaoffice,Thegradingsystemoftheconsumerstotheservicecenterandservicepersonnelisnotscientific.Fullyutilizethesurveyresult(MarchtoJune)providedbytheafterservicedepartmenttoassisttheexecutionoftheevent.Thiscompetitionwillaffectthefutureserviceoftheservicecenters.Themethodofgivingconsumersmorefavorisfeasible.,Adjustment,Usethepre-phaseresultofsurveytobuildthegradingcriterionAccordingtothefeedbackfromtheservicedepartment,changethe“StarServiceCenter”competitionto“ServiceStar”Competitionsoastoincreasethefeasibilityinexecution.Asfortheconsumers,theywillbepresentedwitheventsoffavorinsteadofparticipatinginthegrading.Simplilzethetheeventcontentsoastomakeitmucheasytocarryout.,BORAMediaSaloonProgram,Objective,Viamediasaloon,invitethemediapeopleandsubtlyaskthemtopaymoreattentiontothepositiveinformationofFAW-VWandkeepalowtonetothenegativepart.InformFAW-VWoftheholdingofthiskindofsaloonregularlyAttracttheattentionofjournaliststoFAW-VWagainandincreasetheexposurefrequencyofFAW-VWproducts,andthecontactfrequencywithcustomersBetterthecommunicationbetweenFAW-VW,itsdealersandjournalists,tomakethejournalistsgivefull-coverageofFAW-VWTofurtheroptimizerelationshipwithmediaresources,MediaresourcesanalysisinShanghai,ZhejiangandJiangsuArea,ReleaseMedia：ShanghaiXinminEveningNewsMorningJiangsuYangtzeEveningNanjingDailyXinhuaDailyZhejiangQiangjiangEveningMetropolitanExpressForthemoment,thecontactwiththeeditorsandjournalistsisfarmorelessthantheaddepartmentofthenewspaperpress；Atpresent,manymediahavestartedtheirAutoColumnforAutoSpecialEdition;itcallsforacontactwiththenewbornmedia.ViasomePRevents,wekeepintouchwithmajormediainShanghai,JiangsuandZhejiangarea,butmorecontactisneededtocontinuethegoodrelationship.Competitorssituation：Withthehelpofgeologicaladvantage,Shanghai-VWandGMcanupdatetheinformationoftheircorporateandoftheirproductsintimeandwithease,andtheirmediaexposurefrequencyisveryhigh.,Areacoordinationactivities,Expectedeffectiveness：IntensifythecommunicationandexchangewithmajormediaConsolidatetherelationshipwithmediaandfacilitatenewsreleaseandin-depthreport,decreasethenegativereport.Workwithareatoavailthepublicityofactivityresult.Raisethecontactfrequencybetweenthecorporateandtheconsumers,Areaactivities,Mediacontact,Mediasaloon,BORA,DMG,DMG,DMG,Mediasaloonformat,Informaldiscussioninteractiveexchange,Saloonformat,Informaldiscussion+interactiveexchange,UsingnovelactivitiestoarousetheattentionofmediaInformalformatwillhelptonurturegoodrelationshipItcanhelptomakein-depthexchangewithmedia,MajorEffort,Form:InteractiveinformalexchangeLocation:SuzhouTaihuLakeNationalResortTime:BeginningofSept.2002Topic:HOWTOUTILIZEHOLIDAYCARBUYINGDOMINOEFFECTRange：MediafromShanghai/Zhejiang/JiangsuJournalistnamelist:Mediajournalists,professionaljournalistsfromShanghai/Zhejiang/Jiangsu（WaitingforconfirmationfromFAW-VW）,MediaSaloonforShanghaiandnearbyareas,MediaSaloonforShanghaiandnearbyareasinSept.2002,Sept.2002-Mar.2003Shanghai,ZhejiangandJiangsuMediaSaloonPlan.,Topic:BoraSalesReviewBora&ChinaNewMiddleClassForm:InformaldiscussionInteractivegames,Topic:BoraLaunchAnniversaryRetrospectandvistaForm:Mediameeting,Topic:BoraNewYearphenomenonForm:Informaldiscussioninteractivegames,Topic：HowtokeepthenewcareffectForm:Informaldiscussioninteractivegames,Topic:Broa1.6LSPMediacampaignForm：Informaldiscussion,Topic：FAW-VWProductcomprehensiveassessmentForm:Teaparty,Sep.2002,Oct.2002,Nov.2002,Dec.2002,Jan.2003,Feb.2003,2002“CustomerSolicitudeCampaign,“ExecitingBora，enjoyableopera”,Meaningoftheactivity,(1)PerfecttherelationshipwiththecustomersStrengthentherelationshipbetweenFAW-VWanditscustomers(2)NurturethesuperioritycomplexofthecarownersAccordingtothepersonalityandpsychologicalneedtochoosehighqualityactivitiesofBoraowners,raisetheascriptionsenseandsuperioritycomplexoftheowners(3)EmphasizethefeaturesofoperasWorldfamousoperasbelongtohighqualitymentalprovisionwellacknowledgedbythesociety,andthepursuitandenjoymentofarthavebeenrecognizedbythewell-offpeopleSalespromotionThroughthestrengtheningofthesuperioritycomplex,ascriptionsenseofthecarowners,buildupagoodpublicpraiseforBorasoastopromotetheBorasalesinthelongrun.,Expectedeffectiveness,OptimizetheservicequalityofBoracarandstrengthenthepersonalityserviceofFAW-VW.Perfectthecustomerrelationshipmanagement,reinforcethecommunicationandinteractivityRaisethepublicpraiseofBoraandtriggerthesuperioritycomplexoftheownerssoastobuildagoodpublicpraise.CreateahotspotforthesocietyandattracttheattentionofthemediatoFAW-VWandBora，buildupaniceCIandproductimage,EventFeatures:Format:：ModernOperaCharacteristic:Personality,HighQuality，MutualCommunication，ExcitingenjoymentTargetCusotmer：1、Boraownersandpotentialconsumers，Urbanhighlevelwhite-collar；2.Successfulperosns,Mediagroup,Famousperson,Artists,Eventplan,Publicitycoordination,ExcitingBora，enjoyableopera,AdsTVstations/radiostations/Newspaper,SoftnewsTV/Newspaper,Exhibitionhallofdealers,DM,directmarketing,Intern