2012_VW_2R_Retail Marketing (Hexagon).pptx

RetailGuidanceAgencyPitchingProposalbyHexagon2012.09.08,SECTION1:2013Strategy&Planning,Canyouproposea2013VGICretailmarketingstrategybyshowingclearlytheroles&responsibilitiesofcentral,SBU,dealerandretaineragency?Ifyouproposeseveralscenariosforsuchstrategy,whatprosandconsyoucanpredictforeachscenario.(Pleasealsotrytoincludetheanalysisofthedifferenceofcentralizedstrategyandregionalizedstrategy,andwhatstrategyisbestfitconsideringthecurrentsituationofVGICVWoperation.)Pleasealsorecommendthoseareasthatcentralretailmarketingshouldfocusonin2013onwards.,SECTION1:2013Strategy&Planning,DevelopingClearRolesandResponsibilitiesisanIDEALtheoryformostcorporationsInreality,allbodiesoperatedifferentlyduetolegacystructure,politicalcompromiseandinconsistentcorporatedevelopment.Toomanystrategies,butnonesharpenoughtoownthemarket.Thus,oftentimestherearetoomanyprojects,makingDealerMonitoringisinadequate.ToomanyReports,mostofthemarenotanalytical.DealersoperateindependentlyTop-downstrategymightnotfittheirmarketOrdealersaretooincompetenttodigestthestrategies.,SECTION1:2013Strategy&Planning,REPOSITIONSBUMARKETINGTEAMASTHEEXTENSIONOFCENTRALStrengthenthe“IDEAL”structure.OneBigTeamworkingformatinsteadofseveralsmallteamscanenhanceleadershipofthedealers.,SECTION1:2013Strategy&Planning,“ONE”goodstrategy“PLUS”carefulmonitoringandsteering“DELIVER”effectiveexecutionbydealernetworkCangivethemarketthe“MAXIMUMIMPACT”,SECTION1:2013Strategy&Planning,ToensureoptimalcollaborationbetweenCentral,SBUandDealers.RoleandResponsibilitiesofthreelayersshouldberedefinedclearly.,Central,SBU,Dealer,SECTION1:2013Strategy&Planning,ComprehensiveFaultlessFeasibleDealerFavorInfluential,Central,SECTION1:2013Strategy&Planning,DealerBindingReactiveCooperativeSynchronizationCommunication,SBU,SECTION1:2013Strategy&Planning,AwarenessCommunicationPlannedWellGoodPartnerProjectManagement,Dealer,SECTION1:2013Strategy&Planning,QUARTERPLAN=ANNUALPLANPlan1TimefortheEntireYear.Dramaticallyreducepaperworkbyasmuchas75%AnnualcalendarcanbenefitDealers,givingthemsufficienttimetoplanahead.EncourageLong-TermProjectslikeAssessmentCenter,Training,IncentiveProgram,BrandingElementsSupport,DealerCreditProgram,SECTION1:2013Strategy&Planning,QUARTERPLANlimitslongtermdevelopmentorvisionaryideas.Marketingactivitieswillbecomparativelysmall.Theformatandcontentwillbesimilarandrepeatingeveryquarter.,SalesDriven:TailorMadeMarketingProgramstosupportspecificmodelsaccordingtomarketneeds,SECTION1:2013Strategy&Planning,ANNUALPLANwouldencouragelongtermdealersupportandmanagementplan,SalesDriven:TailorMadeMarketingProgramstosupportspecificmodelsaccordingtomarketneeds,Management:Coversdealerstaffsqualification,motivationandempowerment,Workshop,Workshop,Incentiveprogram,DealerMarketingTraining/DealerMarketingManagerAssessment,SECTION1:2013Strategy&Planning,REVISEDALLDEALERREPORTS=SIMPLE+ANALYTICALDeleteallredundantreportsDeleteallobsoletereportsDeleteallnon-analyticalreportsLEAVEONLY3REGULARREPORTS:MarketingPlan+ActivityReport+CompetitorReport,SECTION1:2013Strategy&Planning,MARKETINGPLANANALYSISSAMPLEMarketingBudgetCompletionRateMarketingQuantityAnalysisMarketingSpendingProfileMarketingSpendingEfficiencyBudgetAllocationforTOPDOWNEvents,SECTION1:2013Strategy&Planning,MARKETINGPLANANALYSISSAMPLEMarketingBudgetCompletionRateMarketingQuantityAnalysisMarketingSpendingProfileMarketingSpendingEfficiencyBudgetAllocationforTOPDOWNEvents,SECTION1:2013Strategy&Planning,MARKETINGPLANANALYSISSAMPLEMarketingBudgetCompletionRateMarketingQuantityAnalysisMarketingSpendingProfileMarketingSpendingEfficiencyBudgetAllocationforTOPDOWNEvents,SECTION1:2013Strategy&Planning,MARKETINGPLANANALYSISSAMPLEMarketingBudgetCompletionRateMarketingQuantityAnalysisMarketingSpendingProfileMarketingSpendingEfficiencyBudgetAllocationforTOPDOWNEvents,SECTION1:2013Strategy&Planning,MARKETINGPLANANALYSISSAMPLEMarketingBudgetCompletionRateMarketingQuantityAnalysisMarketingSpendingProfileMarketingSpendingEfficiencyBudgetAllocationforTOPDOWNEvents,SECTION1:2013Strategy&Planning,MARKETINGPLANANALYSISSAMPLEMarketingBudgetCompletionRateMarketingQuantityAnalysisMarketingSpendingProfileMarketingSpendingEfficiencyBudgetAllocationforTOPDOWNEvents,SECTION1:2013Strategy&Planning,DEALERDIFFERENTIATION=ENCOURGEGOODDEALERSANDMARKETINGMANAGERIntroduceMeasuringSystem(DealerIncentiveProgramorDealerCreditSystem)tobenchmarkalldealersmarketingperformance.ReleaseNationalScoreandRanking.EncouragecompetitionandBrandloyalty.LeveragesupportandfocustotheGoodorPotentialdealers.,SECTION1:2013Strategy&Planning,DEALERDIFFERENTIATIONAssessdealermanagerqualificationsAssessdealermarketingplansubmissionqualityAwarddealerbestpractices,SECTION1:2013Strategy&Planning,DEALERDIFFERENTIATIONAssessdealeractivitiesassignedbySBUorCENTRAL.Penalizeforanyincompliance.,SECTION1:2013Strategy&Planning,DEALERDIFFERENTIATIONRankaccordingtoeachdealertotalscoreseverymonth.ReleasetoSBUmonthlyAlertthosedealersbehind.Awardthosedealersrankintop.,SECTION1:2013Strategy&Planning,EVENTSUPPORTDevelopmodularelementswhichcanbeconfiguredintodifferentformatstomeetwithdifferenttypesofdealeractivities.EncourageDealerstodevelopmorehighqualityevents.,SECTION1:2013Strategy&Planning,Objective:SecurebrandimageStrengtheneventimageMotivateDealersInstantDecorationDealerActivitystatisticsStrategy:Facilitatedealerstoorganizemorelarge-scaleactivitiestoimpressthemarketDescription:DevelopmodularelementswhichcanbeconfiguredintodifferentformatstomeetwithdifferenttypesofdealeractivitiesResultexpectation:EncourageDealerstodeliveratleast2large-scaleeventseachyearSuccessFactor:Simpleapplicationproceduresandreactivesupport,SECTION1:2013Strategy&Planning,Operation:Developonesetofmodularelementsineachregion.Providedirectsupportforanydealerswhohavesolidplanforsomelargescaleofeventswhicharebenefittothebrandorsalespromotion,SECTION1:2013Strategy&Planning,Operation:Modularelementscomprisedofvariousfunctionalbrandingelementswhicharefrequentlyusedinandealereventlikereceptiondesk,pylon,signageetc.,SECTION1:2013Strategy&Planning,Operation:Modularelementsarefreetobedeployedintodifferentconfigurationstomeetwithdifferenttypesofdealeractivities,likeroadshow,testdriveetc.,SECTION1:2013StrategyPlanning,QUARTERLYCAMPAIGNDevelop1NationalCampaignineachquarter.Encouragealldealerparticipation.Evaluatedealerperformancesbasedonthese4Keycampaigns.Strengthendealercooperation.Enhancetheeventscaleandmarketimpact.Drawmanagementattentionandsupport.,SECTION1:2013StrategyPlanning,Objective:DealerMotivationProjectFacilitationProceduresstandardizationTocreateabiggervoicetothemarketUtilizationofTooltomonitorprojectsStrategy:BundledealeractivitiestonationallevelandgeneratebiggernoisetothemarketDescription:Top-downactivitytoaligndealeractivitieswithpredefineddirectionbyprovidingconcept,actionplanandguidelinesResultexpectation:Over50%DealersshouldfollowandsubmittheirreportsontimeSuccessFactor:SalesActionPackshouldcoverthedealerneedsandsimpletofollow,SECTION1:2013StrategyPlanning,ActionPack:Compriseasetofdocumentsincludingguidelines,tools,templatesandproductionfilesthatcanfacilitatedealerstoimplementcentral-drivenprogramprofessionallyandefficiently,SECTION2:Campaigns,ProduceaTouareglimitededitionmodeltolaunchinthecomingmonths.PleaseproposeTouaregRetailMarketingCampaignthatmayconsiderbutisnotlimitedtothefollowingareas:overallstrategy,campaignintroduction,howSBUanddealerinvolved,KPI,budgetetc.PleasenoticethatentrylevelTouaregwillopenanewmarketsegment,whichmayrequiresomeresearchfromindustryandcompetitiveperspectiveaswell.Supplementinformation:total500unitsoflimitededitionwithintwomonths.,SECTION2:Campaigns,Therearedozenofproceduresforastandardcampaign.SBUandRetailAgencyshouldworkasCENTRALextensiontosecuredealers100%followthecampaign.,Central:Developcampaignconceptanddetaileddealeractionpack,Dealer:Digestmaterials,planaheadandexecuteaccordingtoactionpack,ResourcesPlan,ReturnApplication,SBU:ProvideguidanceandEnforcedealertoimplement,ReleaseApplicationForm,OnsiteSupport,SteeringandCoaching,MaterialsSupport,InternalDiscussion,FinalizeProposal,Applicationform,FinalizeActionPack,InternalDiscussion,MarketStudy,FinalizeVendor,MaterialsProduction,Implementation,Reporting,SalesFollowUp,CollectApplication,OngoingAdjustment,CampaignEvaluationandReporting,RESPONSIBILITY,SECTION2:Campaigns,PREDEFINEDKPIs,Insteadofaskingdealers,KPIsshouldbepredefinedbyCentralbasedonthenationalaveragesandindexes.,SECTION2:Campaigns,PREDEFINEDKPIs,ThetopdownKPIsbecomeaclearandaccuratedirectionfordealerssothattheycouldplanaccordingtotheHQrequirements.,SECTION2:Campaigns,MARKETSTUDY,MarketStudyshouldbeconductedattheearlierstageinordertolocatethemarketanddevelopabestmarketingplantomeetwiththeirexpectation.Amarketstudyservesasthestartertodrawthedealersmaximumawarenessfortheproject.,SECTION2:Campaigns,ConsistentEventImageQualitycontrolBulkpurchaseFacilitatedealerstoimplementdrivenprogramprofessionallyandefficientlyDealerscouldfocusmoreontheprojectmanagement,MATERIALSSUPPORT,SECTION2:Campaigns,EVENTTOOLBOXisapowerfulprojectmanagementtooltoassisttheprojectleadertocompletethetaskinthemostsystematicway.,EVENTTOOLBOX,SECTION2:Campaigns,EVENTTOOLBOX,EVENTTOOLBOXcomprisesallguidelines,concept,templates,control,tables,checklist,charts,reports,design,questionnairesandstandardsrelatedtoanyspecificprogram,SECTION2:Campaigns,TRACKING,MARKETINGTeamdevelopsanattractiveprogramtoinspirethecustomermaximumdesireovertheproducts.,SALESTeamfollowupcloselyanypotentialcustomersandkeeptrackingtheirsalessignalandfinalizethedealwithprofessionalsalesskills.,SECTION2:Campaigns,Pleasereferfulldetailsattheappendixsection,SECTION3:DealerImprovements,TakingtheexampleofTouaregcampaignyouvesuggested,pleasetellushowthiscampaignwillhelpdealerstogeneratemoreshowroomtraffic?(please,ifpossible,listseveralreasonsfornotsufficientshowroomtrafficgeneratedbyacertaincampaign)Howdoyouensuretheguidelinesarequalified&practical,well-reachandwell-understoodbydealers?Whatexpertiseyoucanapplyinroutinemanagementtoachievetheobjectivetomakedealerspaperworkintegratedandsystematic?,SECTION3:DealerImprovements(ShowroomTraffic),“ONE”goodstrategy“PLUS”carefulmonitoringandsteering“DELIVER”effectivebydealernetworkCangivethemarketthe“MAXIMUMIMPACT”,Central,SBU,Dealer,SECTION3:DealerImprovements(ShowroomTraffic),Aprogramcansuccessfullyincreasetheshowroomtrafficunlessthefollowing15attributessecured.Anyonefails,programefficiencywoulddrop,ComprehensiveFaultlessFeasibleDealerFavorInfluential,DealerBindingReactiveCooperativeSynchronizationCommunication,AwarenessCommunicationWellPlanGoodPartnerProjectManagement,SECTION3:DealerImprovements(DealerGuidance),DealerGuidelinesshouldbesimple,goodlooking,logical,lesstheory,morephotosandtables.Howeveritencountersonlyhalfofthedealerguidance.Toensuredealersfollowtheguidancemoreaccurate,weneedtodeveloprelatedtoolsandtemplatestovestontothedealeroperations.Therefore,wehighlyrecommenddealerstoutilizetheEVENTTOOLBOXtoruntheirmarketingactivitiesinasystematicway.,SECTION3:DealerImprovements,DEALERTOOLBOXLIBRARYcouldalsoassistHQtounderstandmoretherealityoftheDealerpracticesandreferencessoastodevelopmoredealerfavorableprogramsinthefuture.,SECTION4:Chooseoneoftheoptionsabovefortheworkingmodel,WhichworkingmodelyouthinkitssuitableforyourcompanytofulfillKPIandallthedeliverables?Pleaserecommendyourretailmarketingretainerpartnerifyouchooseoption2.PleasespecifywhichpartyoudliketohaveVGICsrecommendationtosupplementyourservices.,SECTION4:Chooseoneoftheoptionsabovefortheworkingmodel,SECTION4:Chooseoneoftheoptionsabovefortheworkingmodel,Realizing“ASimpleWayofMarketing”meansthatweneedtoshiftalotofcomplexworktotheback.Onlyacomplexbackstagecouldsupportasimpleinterface.,SECTION4:Chooseoneoftheoptionsabovefortheworkingmodel,Hexagonhasdevelopedalotofcomplicatedmanagementtoolswhichdemandskillfulstafftooperate.WepreferOPTIONONEtoensureourworkdeliveredaccordingtoouruniquepractice.,SECTION5:DedicatedTeam,ClearteamstructureContributionlevelofeachperson(suchasprojectleader100%,creativedirector50%,etc.)TeamplayersbiosConsultingpriceperperson,SECTION5:DedicatedTeam,SECTION5:DedicatedTeam,SECTION5:DedicatedTeam,SECTION5:DedicatedTeam,SECTION5:DedicatedTeam,SECTION5:DedicatedTeam,VWJobReference,Thanksforjoiningthistour,APPENDIXTouaregColonelEditionCampaignDetails,TableofContent,BackgroundStrategyATLcampaignRoadshowShowroomEventHandoverceremonyPOSandMaterial,SUVMarketingResearch,Amongallimportedvehicles,SUVshavehadthehighestmarketshareoverthepast2years,TouaregSWOTAnalysis,ComfortablerideVWengineeringandtechnologyInteriorspace&ComfortTDIBluemotionTechnologyReputation,SUVmarketisstillgrowingfastNumberofyoungmenenteringsegment,IncreasingcompetitionSlowingeconomyandstagnantautomarketRisingfuelprices,Reservedappearancedoesntexudetoughness&powerDoesntstandoutinacrowd,Strengths,Opportunities,Weaknesses,Threats,TargetCustomerProfile,Boldness,DrivingtomakeastatementEnhanceTouaregrecreationimageinviewofthecompetitoraggressiveapproach.,ExpandthecustomerbasebyenhancingindividualityandrecreationalcharacterofexistingTouareg,PopularSUVMarketingPosition,WILD,CITY,LUXURY,COMFORT,Strategy,CUSTOMERSPENDINGTRENDHigherincomesandgovernmenteffortstoboostconsumptionwillbenefitallconsumer-facingcompanies,althoughtovaryingdegreesdependingontheirproductportfolios.Discretionarycategorieswillshowthestrongestoverallgrowth,of13.4percentbetween2010and2020,asaresultofthesegoodsbecomingaffordabletoincreasingnumbersofconsumers.Thistableshowsforecastannualconsumptionbycategoryfor2020,andtherisingimportanceofdiscretionaryspending.Recreationequipmentspendingwouldbeonethemostmajortrendforspending.,Strategy,StrengthenTOUAREGbrandwildandspecialimageinSUVmarket,IncreaseTOUAREGbrandandproductFamiliarityandConsideration,Improveconsiderationtointentionrate,IncreasesalesleadsandshowroomtrafficDeliversalestargetof500units,Militarycolor&look,V6engine,Militarytools,Stunningappearance,Utilitytools,Smartsystem,Personalizedfunctions,Flexibleandconvenient,PRODUCTHIGHLIGHT,4Motion,SpecialBadge,TouaregColonelEdition,Panoramicsunroof,EnhanceIndividualityCharacterbyvehiclefeatures,Attractive,Interactive,Awareness,Others,AdvertsOnline,Hand-overceremonyPOS&Material,PricepolicyFinancialsupport,RoadshowShowroomEvent,Strategy,CommunicationStrategy,Limitededition-500vehiclesMilitaryExteriorField&OutdoorfeelingRugged&Tough,Awareness,Advertisement,OutdoorAdvert,AirportVIPRoomAdvert,RadioAdvertising,Length:30SecondsEditionA图（途）我自在，锐在其中，大众途锐上校版秉承大众德国军用车制造技术，霸气十足军绿色，稀有的限量版车标以及工程师签名的发动机，全国仅售500台，让与众不同尊贵的您霸气十足，还在等什么，先睹为快。旁白：一生相随，一路呵护。大众进口汽车途锐限量版诚邀阁下赏车试驾。x月x日至x月x日进口大众4S展厅咨询途锐限量上校版即可独享随车礼盒已经个性车贴，更可体验创意交车仪式。更多优惠详情致电xxxx(经销商名称)。电话xxxx(经销商电话)EditionB男1：（长叹一声）男2：才出去旅行的，心情就不好了？男1：旅途中痛苦的迷失方向，又想换新车了。男2：换车？去看看大众途锐上校版，换车优惠，指南针、海拔仪和卫星定位等等，让你在越野旅行中感受非同一般的感觉，而且全国只限量500台！旁白：只为与众不同的您设计。让你在旅行，越野中享受生活的美。大众进口汽车途锐限量版诚邀阁下赏车试驾。x月x日至x月x日进口大众4S展厅咨询途锐限量上校版即可独享随车礼盒已经个性车贴，更可体验创意交车仪式。更多优惠详情致电xxxx(经销商名称)。电话xxxx(经销商电话),Online,Audioandvisual；Productintro,brandpromotionandeventnoticeplatformProspectsandsalesleadsnetwork,OfficialWeibo,Attractive,UniqueProductsymbol,ODGreenwithSpecialBadges,SpecialcolorandbadgeswilldistinctTouaregfromotherSUVmodels.,UniqueProductattributes,EachengineofTouaregColonelEditioncomeswithengineersignature.,BundlingGifts,CustomerwillgetaSpecialeditiongiftswhenthecarwashandedover.,BundlingGifts,CustomerwillgetaSpecialeditiongiftswhenthecarwashandedover.,Carsticker,Customercouldpickupafavoritedesignofcarstickerfromfourfreeeditions.,FinancialPlan,CarreservationpolicyCustomershavetobuythecarthroughreservation.ThisemphasizesthattheTouaregislimitededition,anditishonortoacquirethiscar.SecondarycarpolicyLoyalcustomerswhoreservethismodelcangetpriority.ConquerPolicyProvidestrade-inservicetocustomerswhowanttoreplacetheirexistingSUVcars.VIPservicePolicyCustomerswhoboughtthismodelwithgetVIPdiscountonmaintenanceandtheperiodofpost-servicewillbeextendedto3year.,Interactive,Roadshow,Optionone,Optiontwo,ShowroomEvent,Training,由讲师给客户介绍野外生存的各种知识，以及必备的装备Introducefieldsurvivalofallkindsofknowledge,aswellasthenecessaryequipment,Games,顾客可以在休闲区，玩赛车或者射击游戏Customerswillbeabletoplayracingorshootinggameinrecreationalarea,Others,HandoverCeremony,激动的音乐响起,三位战士踢着正步上场,交给车主的越野大礼包,车主从战士手中接过钥匙,合影留念,POSAndMaterials,CarPlate,DirectSignage,Lanyard,GreenBag,InvitationCard,BallPen,HangingFlags,DirectSignage,Windowsticker,ManagementTools,EVENTTOOLBOX(DealerUsageTool)SenttodealersinearlierstageComprisedwithpredefinedKPIs,eventinformation,guidanceandtemplates,TouaregActionManagementTool,KPICALCULATOR(DealerUsageTool)AssistdealertogeneratetheirKPIsincludingnumberofleadstobeacquiredleadfromdi