2014 Phaeton CRM Plan_20131121_v8

Phaeton2014CRMplan,2013/11/21,CurrentDataSituation,Cleansed16,048(69%),Conversionrate58%,SalesConversion85(3.1%),ExpandingprospectssourcetoincreasethepotentialTAreaching,Leveragingownershelptodriveconversion,Enhancecustomerengagementwithowners,Prospects7,955,H&WLeads4,357,Owners23,454,LowfamiliaritymakesPhaetonbarelybeingconsideredbymostcustomers.,ImplicationtoCRM:needtohighlighttheproductadvantageascustomersgenerallylackofknowledgeofPhaeton,Datasource:PhaetonMarketUnderstandingStudy2012,WorkmanshipandinteriordesignaremuchmoreimportantinPhaetonpurchase.,ImplicationtoCRM:Inleadsconquest,craftsmanship&interiordesignshouldbethekeyattraction.,Datasource:PhaetonMarketUnderstandingStudy2012,Likeotherluxurycarcustomers,Phaetoncustomersarealsoquitesatisfiedwiththecar.,Datasource:PhaetonMarketUnderstandingStudy2012,ImplicationtoCRM:Shouldfullyleverageloyaltyprogramforre-purchase.,C+consumers/2ndtiercityshowshigherintentiontopurchasePhaeton,Ratioofdefinitelytobuy+Probablytobuy:（aftershowingthepriceRMB758.8Kandequipmentsheetof3.0Lversion),Datasource:PhaetonMarketUnderstandingStudy2012,SowesuggestfocusonC+/2ndtiercityconsumers,2014PhaetonCRMStrategy,Masterpiececomposeforyou,Trade-inplanforexistingowners.,LeadsConquest,LoyaltyProgram,Directcommunicationtodeliverthemessage,Consumerengagement,CRMcommunicationoptimization,Co-brandingwithRitz-carlton,Masterofart,Regionalcommercialgroupcommunication,Masterofservice,Masterofelite,LeadsConquestWheretofindleads?,CurrentC+segmentcarowners,C+segmentcarowners:BMW5BenzEToyotacrownAudiA6LWaystoreachthem:DMMMS,PremiumMagazineHighendmagazineforCMBVIPclientsWaystoreachthem:DMinsertioninmagazine,Potentialbuyersfromnon-automerchants,Ritz-carltonconsumers,Regionalcommercialgroup(徽商/晋商/温州商帮/潮汕商帮),Leadsallocation:50%,Directcommunication,Leadsallocation:10%,Leadsallocation:40%,Experience,Cultureintegration,HighendmagazineforCMBVIPclients,财智生活,HighendmagazineforCMBVIPclients,智富,2ndtiercityreaders:107,390,LeadsConquest-directmailtodeliverthecraftsmanship,Idea:亲手为您打造的杰作创意说明：辉腾车主追求细节和品味，并崇尚定制。辉腾将专属定制的造车理念，融入在与受众沟通的环节中，为他们亲手定制一份特别的DM。如同辉腾造车时苛求完美的精神，DM中每个细节亦经过精心考量，力求为每个收到DM的潜在车主感受到辉腾的诚意，以及对品味和品质的独到见解。,Outstandingfortheprintmails,LeadsConquest-directmailtodeliverthecraftsmanship,尊敬的XXX：展信安！此刻您所闻到的松脂沁香，是萃取至生长于喜马拉雅山脉的甘松精油，配合意大利顶级定制纸张以及万宝龙纯黑墨水，在这封纯手工为您定制的信笺里，每一个细节都蕴含着我们对品味以及品质的孜孜追求。然而，这一切在我们即将向您奉上的杰作面前，只是微不足道的略识薄见。我们要为您呈献的，就是进口大众旗下的豪华轿车-辉腾。秉承了德累斯顿800年手工艺术精髓，每一辆辉腾都在传奇的大众透明工厂中，经由工艺大师亲手打造。我们只选用一岁左右的小牛皮和70年以上的精选桃木作为内饰材料，至臻至善的奢华之享，于细节中流露无遗。不仅如此，我们更根据每一位消费者的品味，量身定制专属之享。请您致电辉腾贵宾专线400-188-5880预约试驾，我们敬盼阁下恭临。大众辉腾,LeadsConquest-Co-brandingwithRitz-carltonidea1,Idea:以细微，见杰作正如辉腾造车时，对每个细节的苛求，我们对每位贵宾的点滴感受也同样在乎。我们为每一位入临车内的贵宾，送上一份精致的服务礼包，让他们从中感受辉腾的豪华奢适。(紧扣masterofservice),LetterCopy:尊敬的贵宾：欢迎您恭临辉腾礼宾车我们特别为您准备了一份随行礼伴愿这份小小心意，伴您一路尊崇惬意我们对细节的至臻追求只为您在点点滴滴中尊享奢适在此，诚邀您莅临品鉴这部以执着之心打造的豪华杰座辉腾贵宾专线4001885880,LeadsConquest-Co-brandingwithRitz-carltonidea2,创意说明：以细微，见杰作辉腾为每一位入临车内的贵宾，递上一条热腾腾的毛巾，这不过是一个简单的动作，却表达了辉腾对消费者细致入微的关怀。正如辉腾造车时，对每个细节的苛求，如今我们通过给消费者细致入微的服务，让他们从中感受辉腾的豪华奢适。(紧扣masterofservic),Copydemo:顶级之享，源自细微之妙。辉腾，以点滴入微的考量，呈献奢华杰座。诚邀您莅临品鉴贵宾专线400-888-8888,LeadsConquest-Co-brandingwithRitz-carltonidea3,Ifwecangetanoutsidepackingspaceforthefleet,wecanmakeitarealprintAdstoinvitetheconsumertotestdrive,LeadsConquest-Regionalcommercialgroupcommunication,传播概念：以杰作，续写荣耀徽商、晋商、温商等商帮，都有着各自的文化传承，并注重地域性的商业理念，将辉腾与各大商帮的文化特点结合，与每个商会进行深度沟通，表达辉腾出对不同商会文化和的了解，和对他们商业智慧的崇尚,从而传播辉腾商会定制版的概念。,LeadsConquest-Regionalcommercialgroupcommunication,银票：汇通天下慧享杰作内页：尊敬的xxx先生：穿过滔滔黄河，翻越巍巍太行我们寻访了三晋大地对晋商百年来的商业成就深感于心无论是那些走出西口，经商致富的传奇典故还是远赴他乡开辟万里茶道的创举抑或是创建现代银行的鼻祖-票号，汇通天下的人物一切的一切，都让我们敬意犹生为此，我们特别为您献上专为您定制的辉腾晋商尊享版这辆传承800年手工精髓经由工艺大师纯手工打造的座驾点滴之间，都流露着我们对晋商的崇敬精选70年顶级桃木内饰（视具体产品点而定）与唯您独具的儒雅风度相互辉映我们愿与您续写晋商百年荣耀共拓商业版图,创意说明：（以晋商为例）晋商称雄商界数百年，尤以票号闻名于世，其汇通天下的商业理念，至今仍被世人称道。以具有晋商文化传承的的银票作为沟通媒介，代表辉腾对晋商文化的敬仰，也寓意着辉腾为晋商定制的专属座驾，将与他们一起续写百年荣耀，共拓商业版图。,LoyaltyProgramConsumerEngagement,NewGPlaunchcommunication,CaringfromCEO,What:Limitededitiongift/messagefromCEOtoexistingownersRational:CreateexclusivityforownersRe-enforcetheluxury/craftsmanshipmessagetoownersHow:PhaetoncarphototakenbyCEOChao,turningthephotointopostcardsandsignedbyCEOChaowithspecialnoteswritten:youandIarealike.DMtotellwhathehaslearnedfromDresdentodeliverthecraftsmanship.,What:NewGPcommunicationtoexistingownersNewcolor:PurpureSilkNewdesignbumperNewinteriorleathercolorTouchScreenRemote(TSR)InteriorlightingsystemchangedtoLEDHow:DM/MMScommunicationClicktoexploremoreonthebrandsite,Notice,CustomerSegmentation,1.TouchedPhaetoncustomers2008-2010Total:4,064Cleaned:3,046FailCleansedbutcanbetouchedbyphone:1,018,Trade-inDM,2.TouchedTouaregcustomers2008-2010Total:14,625Cleaned：10,459FailCleansedbutcanbetouchedbyphone:4,166,OBcall-Infodelivery:IntroductioncustomercareprogramInvitecustomerto4Sdealerstoredeemgifts(choosedealer)Trade-inprogramgeneralintroCollectcustomerinfoandpostDM,Cleanseddefinition:customerswhichhavebeensuccessfullycontactedbyCCCandfinishedthequestionnairesbefore,Step1,Step3,Followup,OBcallfollowup:ReceiveDMStorevisitTrade-inparticipation,3weeks,Step4,SMSinfo：NotifycustomercareprogramRemindthecall,SMSinfo：Notifytrade-inprogramRemindthecall,Pre-info,Step2,OBcall-Infodelivery:Trade-inprogramgeneralintroCollectcustomerinfoandpostDM,GP3intro,CustomerThankyouLetter,+,Giftredemptioncoupon,Tradeinplan,GP3intro,CustomerThankyouLetter,Tradein