The Big Feast of BMW策划书.doc

The Big Feast of BMWPlanning Principle:Core location: this activity is a public relations activities, is certainly not just a general sense of rituality activities!Purpose: Let BMW 2013 5 Series Li formally put into market as the turning point, the spread of the events at the same time strengthening distinct BMW, brilliance, BMW and Warburg companys market image, and for subsequent events for bedding.Recessive purpose: through this activity, develop good media relations!Style positioning: personality, move feeling, delicate. Conform to the BMW grade and brand personality.Theme：Elegant luxury experience speed passion, taste a BMW 2013 5 Series Li new conferenceThe background:BMW, the international market one of the most successful high-grade car and motorcycle manufacturers is one of successful individual character, the freedom of pronoun!Brilliance BMW, the company since March 28, 2003 after the establishment, and its development by national and provincial and municipal leaders attach great importance to it, the focus of the society. Today, the first a brilliance BMW (BMW 5 Series Li) have referrals and put into market!The purpose:This activity aims to be BMW325 I formally put into market as an opportunity to spread BMW enterprise idea at the same time, further enhance the brilliance BMW reputation, in the market are not mature enough to do the current stage of early social acquaint propaganda, to further sales made a previous foreshadowing.The culture of BMWThe full name of the BMW plant is Bayerische Motoren WerheAG. The BMW plant is famous for producing luxurious cars, motor vans, high-performance engines, and which is the reason why it can always rink the first 20th of the whole worlds companies. This company was founded in 1916 by Karl Rapp and Max Fritz. Its first name was BMW Aircraft Corporation, and then it changed to BMW AG officially by the August in 1918. Its headquarters is located at Munich, Germany. And the BMW plant has 50000 workers. And the total production of each years motor-vehicles is about 500,000 while the Motorcycle production is about 30,000.This is the logo of the BMW. The BMW logo in the middle of the blue and white parts, represents the blue sky, the white clouds and the rotating propeller, and it seems to tell us that BMWs origin has a long history, a symbol of the company used in aero engine technology leader, and a symbol of the companys purpose and goal. The company in the vast space, advanced to the superb technology, the new ideas, to meet customers desires aims and objectives, reflecting the company vigorous momentum and the new look.BMW motor company is started by the production of aero engine, so blue represents the sky, white for the propeller. Blue and white label symmetry, simultaneously is also the seal of Bavaria state where the company is located in. Companies like BMW and Mercedes, auto-car plant take the high quality, high performance and high technology as the pursuit of their goals. Car production is not high, but in the world automotive industry and users, they have enjoyed the reputation that nearly equals to Mercedes. BMWs high performance speed and acceleration in the world automotive industry can be counted as one of the very best, therefore, all police cars choose the BMW automobiles as the first choice. The HistoryThe predecessor of BMW was established in March 7, 1916, initially to manufacture the streamlined biplane reconnaissance aircraft, and thats why it is well known in the world. In July 20, 1917, it is officially named BMW.Since the war, Germany was defeated, and the BMW plant also experienced 5-year-itch. Until 1922, BMW began to work. In 1925, BMW started to develop cars, to lay a foundation to enter the automobile industry for the future. In 1929, BMW introduced the first car.In 1933, Germanys Berlin auto show, BMW unveiled the latest models of type 303 diabetes. In 1937, BMW started making touring buses, which is today referred to as the three-van-four-door saloon cars, and succeeded. The summer of 1939, the 325 car has been marketed. The prototype has been recognized as the worlds first real aerodynamic car design, so they got BMW car design fame.In 1954, reviving in the round, BMW began o revitalize the industrial action.Nowadays, BMW is famous all around the world.And in 1999, they have introduced a new series of cars, named The BMW X system.The product of BMWBMW has always been emphasizing the handling and driving pleasure to highlight its brand charm, even if when they introduced the SUV, they also do not forget to emphasize movement.Since 10 years ago, the first generation BMW AWD SUV BMWx5 in North America car show, until now, BMW has launched BMW x1, BMW X3, BMW X5, BMW X6 four series SUV models. In the BMW X series models, X5 is the absolute core and backbone. Before China launched a BMW X5 10 anniversary edition, global set a limit to 2000.1、 BMWx1The BMW X1 is not BMWs entry-level SUV, but the integrity of the BMW X series product line of multifunctional leisure sports car. Its sister car is known as the BMW X3 and BMW X5.In the early of July in 2009, BMW X1 official map was announced. And the car in September of the same year at the Frankfurt motor show has been published and immediately announced the listing.The BMW X1 driver settings xDrive and sDrive, will provide including xDrive18i, xDrive18d, xDrive20d, xDrive23d, and a top section of x1 xDrive28i.2、BMWx3BMW X3 new models has been created a SUV concept, the measurements of 456518531674, including the wheelbase is 2825, more than 3 Series.The result of the car is that it doesnt lack of space, even the rear leg has enough room for activity. Trunk volume of the car is 480 liters and through asymmetric down the rear backrest it can be expanded to 1500 liters. Comparison of 3 Series wagon is a number.Though X3 burly figure is in full compliance with the characteristics of the SUV, it also has their disadvantages - weight. X3 is almost 150 kilograms heavier than all wheel drive 3 Series Touring cars. The drag coefficient is high, about 0.35, and the main reason is wind ward area is greater. X3 more emphasis is comfortable driving, especially its matching 3 liter straight 6 engine, smooth running, but in times of need it also have full power reserve, and all the reasons above led that this type of car leaves people a good impression. And it became popular among people.3、BMWx5The BMW X5 is BMWs first four-wheel-drive car, which at the end of 1999 in the United States has listed in the SUV market, and achieved great success, and at the same time, it became the leading sheep of Deluxe SUV. With the brand advantage, it was just in the R & D when the target is clear, that is not compromise at both On-road and off-road properties of the mainstream design idea, and at last, they created its unique concept of SUV, which gained huge commercial success.BMW X5 not only has a sports car performance, four-door car comfort, but also suitable for different kinds of pavement. It not only proved to be the most secure SUV vehicle, and to date, the United States of America Insurance Institute for highway safety evaluation by the performance of the best auto.BMW X5 in technical equipment and performance has met the four wheel drive hitherto unknown level, excellent operating sensitivity and stability, and the use of a series of innovative technologies, including four wheel brake, ASC+T and DSC111 etc. Whether it is on the highway or in the rugged path, it is able to output power, and make an exhibit superior performance. It used the 10 airbag scheme which is out of the ordinary, and even in the passive safety, it is also of no less than BMW large luxury sedan.4、 BMWx6BMW X6, a new type of SUV, came out in 2008, transformed by BMW6. BMW is a stronger competitor to Audi Quattro! BMWX6 is the same as Audi Quattro, which is a kind of SUV car.The BMW X6 has a hatchback and unique appearance, and the whole system was classified as standard. Besides, there is a set of BMWs new system, and that is DPC system. The main function of the DPC system is to make the SUV a similar car of manipulation.The process of the activityPreparatory stage：1. Scene arrangement Site layout style: simple and easy, and strive to rich feeling.Tonal with BMW automobile main color is given priority to style relaxed, fashion, comfortable, give priority to. Create a relaxed, fashion, have grade activity atmosphere, give a person a kind of relaxed freedom feeling, and the same industry produce differentiation, concrete from the following several aspects.2. The material neededCarpet, flowers 10 (baskets).Fox rostrum, computer cutting word.Carpet, acoustics, microphone, tuner, photographers, color lamp, fireworks, shoulder zone.balloons, arch, sun umbrella, transverse frame (background picture), tablecloth.Fox penhui:” BMW 5 system Li car grand listed.The red carpet from image wall up spread to the side door, next to decorate the fireworks, blue light, indoor lights.10 sets of table, chair, fluctuating put, lily 20 (beam), prepared snacks and drinks, fruit.Miss manners, the host, waiter, models, driver, actors, pastry chefs.3. Job contentNow decorate renderingOutdoor spray three to eight pictureActivity background (five)BMW exhibition frameActivities planning caseThe activity at the site layoutField activity implementation4. Something important:Time: 5, march.2013Place: Beauty Crown, SanyaThe person invited:First, industry and BMW company leadership.Second, agency sales company leadership. Third, customer. Forth, car counterparts Fifth, the media (newspapers: San Ya morning paper, Southern metropolis daily. and TV: Hainan city television station. broadcast station: Sanya city radio station network: China car nets, BMW car nets BMW network, etc.)5. The basic process:Exhibition hall open - free visit - -activity began to - - - the speech of the leader unveiled new car introduction - -the singing and dancing performance - -lottery-attached interlocution - -banquets6. AdvertisingSan ya sea advertising media LED display new car listed advertising.Commercial bank and ping an insurance company listed on the new car customers publicity SMS sending, article 30000. China post the business hall television advertising a new car listed video promotional material. Hainan daily new car, car page listed7. Gift issueFirst, invited the media to the shop as a souvenir (wisdom coming elves, head massage device, etc.)Second, try-out driving customers can get exquisite gift a (umbrella);Third, lottery-attached interlocution participate in and answer can be in the faw Toyota manufacturers limited edition presents a (mini washing machine, the weather forecast meter, head massage device, etc.)Forth, invited guests to shop gifts a (carbon bag, badges, etc.)Department division of labordepartmentResponsible for projectActivity day workAdministration department1.Responsible for the activities of fruit, candy, beverage, water cup; 2.guest book purchase.1.Activities help work;2.Arrange personnel to put desk, chair facilities3.The food, beverage arrangement;4.The coordinated management work,5.Parking area for help.Customer service department1.Responsible for phone invitations retain customers, intention customers, VIP customers, guests to participate in activities.2, activities to send text messages.3, dynamic field ritual girl.1.assist the guest sign in work;2, arrange personnel to put desk, chair facilities.3, meet the guest, reception customer, and arrange seat guests and customers work.Sales1.The arrangement of the vehicles put, try-out driving to work,2.Leaflet and material preparation,The sales manager for a new car introduced speech,Provide prize question and answer session topic.3.To store quantity, customer batch data collection.4.Volume data statistics.1.Exhibition hall site-clearing work;2, arrange personnel to put desk, chair, red carpet put work;3, meet the guest, reception customers;4, try-out driving activity overall arrangement;5, marketing consultant external exhibition hall reception work,6, introduce new speech, lottery-attached interlocution activities;Aftersales department1.Assist site facilities put work.2.After reception1.Activities help work2. After reception batch dataMarketing1.Activity overall planning work;2, arrangement of various departments to assist work;3, media invitation;4, advertising.Total coordination activitiesHeld stageScene layout、Center stage（1）Circular distribution of the kind of car, luxury kind of car center layout（2）In every kind of car and according to the characteristics of its own models and styles, with beautiful car models with echoes（3） Around paved green carpet, as the kind of car show、New car hidden areaBMW 2013 models listed on the 5 Series Li before the official debut of the first event showcased the car with a large area of red cloth shelter, hide in the hall outside the left door; hall the left backdrop decorated with posters to maintain the mystery before the new car debut, and enhance shocking scene debut moment.、DVDsPlay BMW 2013 5 Series Li promo visit sessions in the customer lounge area on the first floor, the elegance of the new car to show in more ways, attract visited crowd gathered popularity.、Drinks DistrictA variety of beverages, champagne, fruit, candy placed in the customer lounge area for guests to customers taste.5、SoundAdvanced audio set, placed outside the stage on both sides, Hall placed two speakers, field play and activities performed.、PodiumPlaced in the middle of the stage and placed flowers middle put a Microphone. 7. Seating area The first two rows of guests, leadership area, client area for the rear.、Manual SalutePlaced in the hall side door on both sides of the new car hidden area, while four, in order to enhance the activity of the high atmosphere, increased activity expressive.、ArchwayFestive arches, the number one, set in the entrance door, the red carpet hire.The processes：1、Basic process:Freedom to visit the showroom open - start activities - leadership speech - unveiling - new car - cabaret - quiz - Cocktail Reception2、Specific program:- 8:30 stereo installation and commissioning;- 9:00 All staff positions in place- 9:10 arranged activities scene (tables, chairs, carpets);- 10:30 fieldwork last check;- 11:30 Deployment of rectification (field command to check the implementation of the work);- 12:00 presided, Cars, rituals, dance, band all in place rehearsals;- 14:00 campaign officially began, the ceremonial group a guided tour to the crowd approach, began to visit freely; ad hoc audio-visual area, beverage area at the same time opening up, and arrange for the relevant personnel to maintain order at the scene; invited leaders, guests arrived, Miss Manners its handling of the sign, wearing flowers.- 14:15 A opening ceremony: by the moderator announced that the purpose of this conference and tours car will start, fierce audition - opening show, the music sounded fierce, sound, energetic, high-spirited; dance, spin touching the heart.- 14:40 leadership speech. Jazz performers, electric guitar performances;- 15:10 bright cars ceremony: by the moderator announced new car debut.Much-anticipated venue BMW 2013 5 Series Li car from the side door open lane full of people on both sides of the door in the side door tops on blue lights, the car door, the first intense blue light from the door across the red carpet, shooting station to the background, the new car parked on both sides of the car at fireworks sprayed from the ground up or put some color bubbles over the lane, drove around the colored bubbles from the air shed, new car parked in front of the podium, above color bubbles sprinkling body, colorful, officially unveiled the new car； Cars catwalk: models of a man and a woman, car models car parked next to the podium, and then open the door at the same time, a man and a woman got out Cars Art catwalk the prominent the BMW 5 Series 2013 Li vehicles fashion sense, personalized.-15:30 new cars introduced: the appearance and functionality of the new cars introduced by the shops personnel; automotive knowledge contest: participate in the activities of the various families (single visit can be combined into a casual partner)Competition: departure BMW 5 Series 2013 Li publicity single will give to each participants family, part of the answer in the knowledge contest flyersFirst round: mandatory questions on BMW 2013 5 Series Li Product Information and automotive common sense, eliminated to seven familiesSecond round: one person gestures one guess entitled nouns and articles about car eliminated to five familiesThird round: grab answer phased out to the top three family reward gaming awards: three awards, including first prize cash prize 1000 yuan (or within 10 days of purchase BMW 2013 5 Series Li car hit 9.6% discount); second prize award of 600 yuan in cash (or within 10 days of purchase BMW 2013 5 Series Li car who hit the 9.7% discount); Award third prize 300 yuan in cash (or within 10 days of purchase BMW 2013 5 Series Li hit 9.8% discount); another, who participate in competitions, prize gift.Delivery ceremony: The Moderator invited BMW leadership key to the delivery of a new Crown customer; New car test drive events in the halls at the same time. door test drive, test drive