一汽大众全年计划-0430bilingal.ppt

奥迪C6上市广告策略建议AdvertisingstrategyproposalofAudiC6launch,2005年4月30日April30,2005,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CoretaskofC6launch:tomaintainA6sleadershipandmarketshareinCsegmentofluxurysedan围绕C6的核心任务，我们着重考虑了四大重要关系：BasedonthecoretaskofC6,weconsidered4keyrelationshipsC5与C6的关系RelationshipbetweenC5andC6品牌形象与销售的关系Relationshipbetweenbrandimageandsales形象与产品力的关系RelationshipbetweenimageandproductfeaturesC6与竞品的关系RelationshipbetweenC6andcompetitors,对C6上市的整体思考OverallconsiderationonC6launch,C5与C6的关系RelationshipbetweenC5andC6,对目前A6市场状况的思考ConsiderationsontemporarymarketbackgroundofA6,现状：C5、C6销售互相牵制Currentstatus:C5collidedwithC6onsalesC5库存压力犹在C5stillfacesthepressurefromtheheavystock消费者开始观望等待C6上市ConsumerscametopostponetheirpurchaseawaitingthelaunchofC6问题：A6长时间没有市场声音Problem:LongmarketingvoiceabsenceofA6对C5消化库存不利BadforthesalesofstockedC5cars对A6维持影响力不利BadformaintainingmarketinfluenceofA6对C6聚拢人气不利BadforgatheringofC6prospects给宝马、皇冠、天籁扩大影响以可乘之机OpportunityforBMW,CrownandTeanatoexpandshare,建议1：推出C6，解围C5ProposalI:launchC6toeaseC5以C6配额带动向经销商压货C5EncouragedealersstockingC5byrewardsofC6quota以C6经销商加价行为衬托C5的性价比优势ReflectthevalueformoneyadvantageofC5bydealershipprice-risingofC6同时解决了C6上市等待C5销售的被动局面SolveproblemsofbothprospectspostponingpurchaseandplainC5sales建议2：速推C5，解围C6ProposalII:speedthesalesofC5toeaseC6以C6配额向经销商压货C5EncouragedealersstockingC5byrewardsofC6quota对外宣布C6不定期推迟上市AnnouncetheunlimitedpostponingofC6slaunch同时加大C5促销的宣传ReinforcethepromotioncommunicationofC5待C5销售进入尾声上市C6LaunchC6intheendofthesalesofC5,对目前A6市场状况的思考ConsiderationsontemporarymarketbackgroundofA6,品牌形象与销售的关系Relationshipbetweenbrandimageandsales,C6上市的挑战ChallengestothelaunchofC6,豪华车市场竞争激烈Fiercecompetitioninthemarketofluxurysedan豪华车需求增长幅度有限LimitedincreaseofthemarketC6上市肩负着拉升价位和打开销量的双重任务ThelaunchofC6servestwotasksofraisingthepriceandextendingthesales品牌形象能否推动C6超越C5再上新高度？IsbrandimagecapableofenhancingC6tosurpassC5andreachnewheights?,塑造C6品牌形象的必要性thenecessityofbuildingC6sbrandimage,品牌形象能推动C6再上新高度BrandimagecanenhanceC6toreachnewheights竞争对手竞相抢占形象制高点Competitorsfightforthepositionofbenchmarkimage品牌形象是消费者购买决策的重要依据Brandimageisoneofthekeyconsiderationsinpurchasedecision形象建设是奥迪品牌的长期战略ImagebuildingisamongthelongtermbrandstrategyofAudi,上市广告首先在熟悉阶段发挥作用，电视广告的作用最大LaunchadswouldfirstlyfunctionthroughouttheacquaintancestagewhileTVCwasthepriority,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AutoExhibition,上网查询Internet,电视广告TVC,杂志文章MagazineEditorial,报纸广告NewspaperAds,汽车厂家举办的各种推广活动MarketingCampaign,报纸文章NewspaperEditorial,%,经销商/销售人员介绍Retailer/Sales,车展AutoExhibition,汽车厂家举办的各种推广活动MarketingCampaign,朋友/亲戚介绍Friend/Relative,上网查询Internet,报纸广告NewspaperAds,杂志文章MagazineEditorial,%,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MarketingCampaign,车展AutoExhibition,上网查询Internet,电视广告TVC,去汽车销售店自己看GotoDealerShop,%,获取有效信息ObtainEffectiveInfo,数据来源:AC尼尔森04年奥迪专项调查Source:ACNielsenY04customizedresearchforAudi,竞品借助电视广告抢占宣传制高点Howdoescompetitorsadsfightfortheinitiative?,Source:AC尼尔森2003奥迪专项调查,竞品电视广告策略CompetitiveTVCstrategy,高档轿车上市电视广告案例ILaunchTVCsofpremiumsedanscaseI,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JudgingthelaunchcampaignsofBMW5series,CadillacCTSandBuickRoyaum,TVCswereemotionallyimage-oriented.,宝马5系BMW5series,凯迪拉克CadillacCTS,荣御Royaum,高档轿车上市电视广告案例IILaunchTVCsofpremiumsedanscaseII,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ToyotaCrownappliedtwolaunchTVCs,whichwerebrandimage.,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thelaunchTVCofTeanahighlightedproductfeatures,soastobuildupthebrandimage.,高档轿车上市电视广告案例IIILaunchTVCsofpremiumsedanscaseIII,竞品后续广告策略Competitivesuccessivestrategy,后续阶段广告案例ISuccessiveadcaseI,上市阶段：新不可测；全新车型Launch:unpredictablenew;allnewproductseries,后续阶段：势不可挡；动力强劲Successive:prevailingpower;marvelouspower,凯迪拉克广告坚持以形象为主，兼带传播产品特色Cadillacadsfocusedonimagewithrelativeproductfeaturesupports.,后续阶段广告案例IISuccessiveadcaseII,上市阶段：生活工作双重享受,超凡座驾Launch:doubleenjoymentfromlifeandwork;superbcar,后续阶段：更多车型选择Succession:morepackageoptions,宝马形象广告持续时间较长，逐渐过渡到产品广告BMWimage-orientedadssustainedforalongperiodandshiftedtoproductadsgradually,后续阶段广告案例IIISuccessiveadcaseIII,上市阶段：超凡登场：V6发动机、时尚设计Launch:superbdebut;V6engine,trendydesign,后续阶段：年度车大奖：V6发动机、时尚设计Launch:caroftheyear;V6engine,trendydesign,天籁平面广告突出传播产品特色，并以此树立形象Teanaadsfeaturedproducttobuildimage,品牌形象对于豪华车购买极为重要Brandimageisvitaltothepurchaseofpremiumsedan,从消费者调研中，我们发现Basedonconsumerresearches：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）Consumersperceptionsonbrandimagearecloselylinkedtooverallproductimpression.(CarresearchbyIpsos)“对产品的感觉不可能和品牌分开说。”“Experiencesfromtheproductshouldntbeseparatedfromthebrand”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）KeyconsumerpurchasetriggerofAudiliesinitsbrandimage(BrandresearchbyACNielsen)“大气稳重、高科技、代表成功、质量好。”“Elegantandsteady,hi-tech,symbolofsuccess,finequality”,产品性能是作为品牌形象的支持点被看待的（Ipsos车型调研）Productperformancewastakenasasupporttobrandimage(CarresearchbyIpsos)“这些配置就是这档次车应该有的。”“Theseequipmentsshouldbenecessitiestocarsofthissegment.”,品牌形象对于豪华车购买极为重要Brandimageisvitaltothepurchaseofpremiumsedan,奥迪品牌策略更注重感性因素Audibrandstrategywithmorestressonemotionalelements,情感/品牌形象Emotional/Brandimage,顾客利益Customerbenefits,产品特性Productfeatures,中国长期市场战略Long-termMarketingStrategyinChina,过去Past,将来Future,情感/品牌形象Emotional/Brandimage,C6如何实践奥迪品牌？HowdoesC6availAudibrandvalue?,把握奥迪品牌精髓：进取突破Brandessence:ProgressiveBreakthrough(AudiVorsprung)完成奥迪品牌使命：最进取的豪华品牌Brandmission:ThemostprogressiveluxurybrandC6产品定位：最进取的公商务座驾C6productpositioning:ThemostprogressivebusinesssedanC6传播平台：创想改变未来C6communicationplatform:Thinkfuture,品牌形象与产品力的关系Relationshipbetweenbrandimageandproductfeatures,品牌形象与产品力是相辅相成的关系BrandimagecanenhanceC6toreachnewheights品牌形象是产品力的人性化表现形式Brandimageisthecharacterizedpresenceofproductfeatures产品力是品牌形象成立的基础Brandimageisbuiltonproductfeatures品牌形象、产品力共同形成品牌价值Brandimageandproductfeaturetogethermakebrandvalue,“创想改变未来”的理念内涵Essencesofthe“Thinkfuture”brandingplatform,形象力Imagevalue激发偏好、提升价格Intriguepreference,elevateprice,产品力Productvalue证明形象、刺激尝试Imagetestimony,inviteexperiencing,感性Emotional“创想改变未来”与车主需求的深度共鸣“Thinkfuture”highlycorrespondswiththetargetsneeds,理性Rational“创想改变未来”体现出的在C级车的强势卖点“Thinkfuture”demonstratesourgreatadvantageinCsegment,品牌形象主导产品形象Brandimagedriveproductimage,个人能力Personalcompetence,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Socialrecognition,尊重、权力RespectPower,政府机构用车Govt.sector,私人用车Privatesector,自我实现HigherSelf-esteem,EndBenefit,BrandImage,ProductImage,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,AdvertisementexecutionofC6launch,Jul.Aug.,Launchphase,1stwave:imageestablishmentBreakthroughleadingbrandforbreakthroughleader,Breakthroughideology+Breakthroughproduct,C6:Thinkfuture,2ndwave:applianceofproductBreakthroughproductequipmentsforbreakthroughleaders,Salesphase,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,AdvertisementexecutionofC6launch,Jul.Aug.,Launchphase,Thinkfuture,TVC,Outdoor,Businessbrochure,Breakthroughideology,Showroom,POP,Theme,Media,1stwave:overallestablishmentofbrandimage,Newspaper,magazine,Breakthroughcar,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,4.2quattro高速表现,C6广告执行,Aug.Dec.,Salesphase,Thinkfuture,2ndwave:applianceofproductleveragingonbrandimage,TVC,Outdoor,Businessbrochure,Breakthroughideology,Productbrochure,Theme,Media,Newspaperbrochure,MMI,Breakthroughcontrol,Breakthroughsafety,Hispeedperfomanceof4.2quattro,C6如何超越对手的产品亮点？HowdoesC6exceedcompetitorsonproductfeatures?,C6如何超越对手亮点？HowdoesC6exceedcompetitorsonproductfeatures?,不同地区、不同时期，C6面对的竞争对手可能各有不同。C6scompetitorsvaryregardingdifferentregionsandtimes.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。TakeregionalmediaandPRcommunicationassupplementarytothemainstreammediatomaketheadsmorefocused.,C6对手亮点对比（标配）Comparisonswithcompetitors(standardequipment),C6如何对抗BMW5？HowdoesC6counterBMW5series?,宝马5的卖点：品牌地位、专业成功人士定位、驾驶性能BMWkeywhy-buys:brandstatus,brandpositioningonsuccessfulprofessionalsanddrivingperformance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BMWdrawbacks:insuffic