汽车企业活动招标书-agency-pitch.doc

区域活动代理公司招标书Tender for regional event agencies一、 背景及目的Background and objective西区销售事业部辖川、滇、贵、湘、甘、宁、青、新、藏、渝九省一市，承担一汽大众品牌15%以上的销量。西区市场幅员辽阔，消费者需求及偏好在不同的地区存在较大的差异。而目前市场的激烈竞争使得公司要求市场整合传播更加精确、更加符合区域本地化。NSC 3 covers Sichuan, Yunnan, Hunan, Gansu, Ningxia, Qinghai Xinjiang, Tibet und Chongqing, 9 provinces and one city. The sales volume takes more than 15% of FAW-VW VW brand. NSC 3 has a vast territory and big demand and reference difference under different areas. And fierce competition asks for a marketing promotion which is accurate as well as fits local need.因此，西区在一汽大众统筹指导下，根据区域实际市场竞争状态来制定西区市场推广策略。而甄选出优秀的西区区域活动代理公司，为西区市场推广提供相应的活动创意及执行工作，将有效促进西区区域营销工作。Therefore, under the guidance of FAW-VW, NSC 3 has to develop the accrual marketing strategy according to the regional competition of the market. The selection of excellent regional activity implementation agency will provide proper action creative and implementation for NSC 3, will be an important factor to promote the NSC 1 marketing promotion. 二、 角色定位Role positioning西区区域活动代理公司是根据一汽大众整体市场策略以及西区的市场特点为西区及所辖各小区及经销商制定产品推广及市场活动的计划，并完成相应的活动执行工作。Event agencies for NSC 3 develop for NSC 3 the overall market strategy and creativity, develops the product promotion and marketing events for NSC 3 and regions and dealers according to the overall market strategy of FAW-VW and market characteristics of NSC 3, and completes the appropriate event implementation.三、 日常工作Daily work functions根据西区市场工作的需要，西区区域活动代理公司必须围绕区域市场推广需求执行工作。主要工作职能包括：According to the requirements of NSC 3 Marketing, the agencies should provide corresponding event Creation and implementation around NSC marketing demand. Main functions include: 西区产品推广和市场活动计划；Product promotion and marketing activity plan 区域产品投放及执行；Creation and execution of NSC product launch 区域促销活动及执行；Creation and execution of NSC sales promotion 经销商市场活动策划及实施；Planning and execution of dealer marketing actions四、 资质Qualification 公司简介（提交一页word文件，不超过500字），含：公司历史，主要客户，08/09年主要业绩、未来服务团队主要成员； 证件：企业法人营业执照复印件（必须有年检情况）、中华人民共和国组织机构代码证、税务登记证（副本）和开户许可证，以上四种证件的复印件必须加盖公司公章红章。 丰富的活动现场执行经验（3年以上）。 活动执行团队稳定（稳定管理人员3人以上）。 有本地资源优势。-熟悉当地人文状况-在汽车行业具有熟练的活动执行经验-有稳定第三方供货合作关系拥有重复使用活动物料及保存管理能力。7 注册资金：100 万 Registered Capital: 1mio 垫资能力：50万 Advancer capacity: 0.5 mio Company brief introduction (submit a word document, does not exceed 500 words), including: company history, key customers, key performance 08/09 years, key members of the team of future services; documents: copy of business license (must have annual check), organization code certificate from government, tax registration certificate (copy) and the account permits, a copy of the above four documents must be stamped with company red stamp .rich activity- implementation experience (more than3 years). stable service team (at least 3 manager staff should be long time). have local resources.- Familiar with the local cultural conditions-experienced activity implementation in automobile industry- A stable third-party supplier relationship ability to reserve and to manage re-usable activity materials 五、 付费 Payment 市场项目按一汽大众现行价格表取费。Marketing projects should be paid according to current price list of FAW-Volkswagen.六、 提案 Proposal topic命题提案：Proposal一汽大众CC即将于7月举行全国上市，之后一个月内将完成各区域上市活动。关于CC：FAW-VW will launch CC in July nationwide. One month later will be launched in NSCs.战略目标：通过动感优雅的设计，在B级车高端建立一个兼具轿车理性和跑车感性的独特产品为大众品牌注入活力与时尚，提升大众品牌的产品形象并占领细分市场。Strategic objective：Through dynamic and elegant design, in high-end B segment to establish a unique product with both sedans ration and sport cars emotion, to invigorate the VW brands dynamic and fashion, to enhance then product image and occupation of this segment.产品定位： 产品定义-优雅动感的高级轿车。产品特征-CC将动感与优雅两种风格完美结合，奉献给富有活力、不断开拓创新的高品位社会精英。产品性能-用户利益点：动感、流畅、大气的外观设计；远超主流B级车的科技感和高级感；TSI+DSG；优化地盘。产品核心属性：德国工艺、先进技术；与德国同步的高质量；最高标准的舒适与安全要求。Product positioning: Product definition-elegant sedan. Product features- CC will be combination of dynamic and elegant, dedicated to the high-grade social elite with dynamic and constantly developing innovative spirit. Product performance-Users benefits: dynamic, smooth, atmospheric designs, sense of technology and high-class, TSI+DSG, optimized chassis. Product core attributes: German engineering, advanced technology, high quality from Germany, the highest requirements of comfort and security.核心竞品：CC的核心竞争对手是丰田锐志和本田思铂睿Core competitors: Toyota Reiz and Honda Superio用户特征：人群特征-男性，25-40岁；私营企业或国企高管；个人月收入在8，000-15，000元左右；喜欢运动与休闲；性格特征-相对理性，不盲目消费，对车辆外观、品牌和品质有很高的要求，要求私人座驾即充满驾驭感与激情而不失优雅；对品牌和个性有独特的理解；比较关注高科技产品；准备购买B级车，或入门级豪华车。Target Group : group characteristics - male, 25-40-year-old; private or state-owned enterprise executives; personal monthly income of 8,000-15,000 yuan; like sports and leisure; character traits relatively rationality, no blind consumption; vehicle appearance, Brand and quality are very high demands to the private car that is full of a sense of control and passion with touches of elegance; on the brand and a unique understanding of personality; more concerned about the high-tech products; to buy a B class car, or entry-level luxury car . 年龄30岁左右的男性（介于25-40岁之间）Male, aged about 30 years old (range 25-40 years)职业特点：-写字楼的白领或金领，是企业的中层管理者，担任部门经理或主管；-具有一定层次和品位的私营企业主；-专业人士或者自由职业者；-喜欢开车/玩车的年轻人Professional Features:- Office white or gold collar, is the enterprise of middle managers, as managers or supervisors;- Has a certain level and quality of private entrepreneurs;- Professional or freelance;- Like to drive / play vehicle for young生活形态与性格特征：-性格活泼；-心态年轻，有激情；-低调中有个性；-上班的时候西装革履； 下班后会去打球或健身； 喜欢旅游与户外活动； 积极参加社交活动且爱好广泛；Lifestyle and personality traits:- Character and lively;- Mentality of young, passionate;- Low-key in character;- When a suit to work;To play after work, or fitness;Enjoys traveling and outdoor activities;Actively participate in social activities and hobbies;潜在购车需求：-喜欢运动B级车，或者准备购买入门型豪华轿车Potential buyers requirements:- Like the B-class sports car, or to buy entry-level luxury cars提案材料：按照区域活动代理公司的角色定位和工作职能，完成西区CC上市试驾活动整合营销方案： 时间：三天 地点：成都及周边景区 参与人数：150人。经销商100人；媒体记者3050人；事业部58人 方案文件为中英双语。 详细要求见附件Proposal Materials: According to the agencys regional activities, roles and job functions, complete listing of NSC 3 CC test drive integrated marketing programs: Time: 3 days Location: Chengdu and its surrounding area number of participants: 150. Dealers 100; media 30