资料车型卡宴cayenne news bulletin porsche china

1、News Bulletin Porsche China中国资讯快报To the Point - The new Cayenne谁 新款 CayenneGeneral Manager Marketing & PRSales AftersalesMarketing 21 / 29 Apr. 2010Dear Porsche Partners,亲爱的合作伙伴：Eight years after it was first launched and following a sustained record of stunning sales success, we are delighted t

2、hat the next generation of the Porsche Cayenne is about to be launched. The new Cayenne首次发布 8 年以来，Cayenne 车型取得了创的巨大销售，现在，Cayenne迎来了新一代车型。新款 Cayenne 的全球首发是在 3 月份的日内瓦车展上，与之一同揭晓的还有公司的最was unveiled to the world at teva Motor Show in“Porsche Intelligent Performance”。这新宣传March, as one element of the Porsc

3、he Intelligent Performance that is revolutionising our mline.一理念将推动我们整个车型系列的革新， 新款Cayenne 就是其中一个代表。The launch of the new Cayenne will undoubtedly be one of the most important moments for themarket in the coming year. The new Cayenne will drive无疑，新款 Cayenne 的发布对于而言将是的时刻之一。新款 Cayenne 将带领保时上更上一层楼。今年最捷在

4、the success of Porscheto the next level.Please note the following dates for the launch of the new Cayenne:请注意，我们为新款 Cayenne 的上市发布安排了下列日期。 6 月 18 - 23 日，上海发布（培训） 18-23 June, ShanghaiNational launch (Product Training) 24-26 June, ShanghaiNational launch (Media Launch) 2-18 JulyPOS launch 6 月 24 - 26 日

5、，上海发布（发布） 7 月 2 - 18日POS 发布The following dealer bulletin will provide you with the key information regarding marketing activities for the launch of the new Cayenne, including advertising campaign, National Launch event, and POS event concept.本资讯快报将向您提供新款 Cayenne 上市发布相关的关键市场活动信息，包括发布活动 POS 发布理念。和宣传措施

6、、A detailed CRM campaign has also been planned to complement the launch of the new Cayenne and will be announced with further details at a later date.为了配合新款 Cayenne 的发布，我们计划了一个CRM 宣传推广行动，具体情况将适时另行公布。The success of this important launch depends highly on the joint efforts and investments of Porsche C

7、hina and all Porsche Centres around the country.这一重要中国和入。发布活动的所有，很大程度上取决于中心的共同努力与投We wish you great success in launching m.thiscrucial我们祝愿您的上市发布活动取得圆满！Porsche (China) Motors Limited（中国）汽车销售Patrick PeschDirector Marketing市场总监21. Introduction1. 简介The strategy for the Cayenne launch is designed to meet

8、 the following key business objectives:本次发布的策略主要下列业务目标制定： 取得最佳宣传效果；To build the highest possible awareness; 尽可能填补最后一批旧款 Cayenne 和首批交付的新款 Cayenne 之间的空白期；To minimise the time gap between the final supply of the old Cayenne and first deliveries of the new Cayenne,To generate new leads and keep prospect

9、s from purchasing competitor products, 获取新的商机，将有意吸引过来；竞争的潜在客户Create positive word of mouth amongst opinion leaders around China. 在意见（影响力较大的人群）中形成良好的口碑。This bulletin will concentrate on the first stage of this launch and a further bulletin will provide more information on car delivery activities and

10、the future launch of the V6 variant of the Cayenne.本资讯快报将主要讲述第一个阶段的发布活动，有关车辆交付和今后 V6 车型发布的信息，将在后续的资讯快报中详述。3ActivitiesMonthInternational EventWorldAsiaNational EventAuto ChinaNational LaunchDealer EventDealer Preview (Leipzig)POS (V8)POS (V6/Hybrid)Above the line CampaignWave 1 (focus on V8)Wave 2 (f

11、ocus on V6 & Hybrid)CRMMailing 1Mailing 2FebMarAprMayJunJulAugSepOctNov2. Strategy2. 策略In the lead up to this event the following dates are important deadlines:在活动准备阶段，请注意以下重要的截止日期：Typical Cayenne customers have the following traits:Cayenne 的目标客户具有下列特征：Demographic: Mostly male (79%), Mostly 30-4

12、9 years old (78%), 87% married, average household of 3.3 people Business owner (54%) or self-employed (36%); Cayenne is 2nd or 3rd car of the household.和上： 大多数为（占 79%） 大多数在 30 - 49 岁之间（占 78%） 87% 为已婚，平均家庭人口为 3.3 人 大多为企业主（54%）或经营者（36%） 该车为家庭里拥有的第 2 或第 3 台车Purchase behaviour: Previous/Current owners o

13、f Benz, Lexus, Land Rover; Majorbuyingmotivations消费行为： 前/现 BMW、奔驰、a BMW,Mercedes-、的车主主要 与其他为：实用性、性能和品牌 车型的车主相比，首次拥有includeusability,performance and brand;者所占比例较高 Higher percentage of first-time owners compared to other Porsche ms.44. Target Groups4. 目标群体DateActivitiesResponsiblePCN contactApril 28-2

14、9Training at Marketing Seminar in北京市场经理会议POS活动培训Porsche ChinaPatrick PeschApril 29Dealer Bulletin sent to Porsche Centres资讯快报给中心Porsche ChinaPatrick PeschMay 2-6Dealer Preview event in Leipzig, Germany新Cayenne经销商试驾会，德国莱比锡Porsche ChinaPatrick PeschMay 11Event Execution Manual sent to Porsche Centres活

15、动执行手册给中心Porsche ChinaJudy ZhangMay 21Porsche Centres inform Porsche China of venue and launch event date arrangements中心告知中国发布日期和场地Porsche CentreJudy ZhangJune 4Porsche China approves POS launch venue and dates中国批准POS发布日期和场地Porsche CentreJudy ZhangJune 18-23National Launch and Product Training新Cayenn

16、e发布及经销商培训Porsche ChinaAnnie ZhangJune 24National Launch and media test drive with press release新Cayenne上市发布及中国稿Porsche ChinaAaron LiJune 24POS press release and speech distributed to Porsche Centres POS稿和稿给中心Porsche ChinaAaron LiJune 26Launch Event Kit arrival at Showroom发布活动套件运抵展厅Porsche ChinaJudy

17、ZhangJune 30 July 9Launch cars arrive at showroom发布车辆抵达展厅Porsche ChinaFrank QiuJuly 2-18POS launch at Porsche Centres中心举行POS发布Porsche CentreJudy Zhang3. Critical Dates and Deadlines3. 关键日期和截止日期The launch theme and icon has been defined as:发布主题和标志如下：Theme“To the Point.”主题“谁”主题“To the Point”源自新款 Cayen

18、ne 的如下特性和事实：The theme “To the Point” was inspired bythefollowing facts about the new Cayenne:新款 Cayenne 来自于莱比锡的生产厂，在那里有数条道路可直通客户中心；新Cayenne的开发始终关注于最重要的方面，切中客户的真实需求：- 减轻车重；- 更少燃油消耗；- 最佳公路性能 Originated from the home of Leipzig, with roads leading to the point of customer centre The Cayenne concentrate

19、s on the most important things the things that really matter such as,- Less weight- Less fuel consumption- Best on-road performanceIconThe icon for the sales round is defined below, featuring the new Cayenne as the pinnacle of on-road and off-road performance and illustrating its position as “To the

20、 Point”.标志本次销售巡回的标志如下。这个标志突出了新款Cayenne 在公路和越野行驶性能上的巅峰地位，衬托出了“谁”的主题。这一标志将同时在新款 Cayenne POS 发布中使用。的发布和The icon will be used in both the national and POS launch of the new Cayenne.55. Theme and Icon5. 主题和标志In coordination with the POS launch of this important m , a national media campaign has been plan

21、ned to introduce the public to the new Cayenne S and Cayenne Turbo. The campaign will feature a new advertisement each month. Dealers can then start to place teaser advertisements in May. Selected lifestyle, sports, Platinum Bankcard Membership, and in-flight magazines in Mainland China will feature

22、为了配合这一重要车型的 POS 发布，我们制定了一个宣传计划，通过每月一个新，众介绍新款 Cayenne S 和 Cayenne Turbo 车型。保从 5育、。时捷分生月开始投放预热。陆部月到 7会员、航空杂志将从 5参见下一页。登此类advertisements from May to details on the next page.July. Please find more66. Media Campaign6.宣传The national advertisements for the new Cayenne S and Cayenne Turbo are listed below.

23、 Porsche China will provide three versions of retail print advertisements, respectively for teaser preview, POS launch and test drive promotion. Radio advertisements and online banners will be available on PPN as well. Each dealer is required to submit their Media Plan for Cayenne S and Cayenne Turb

24、o retail ads to PCN before 21 May 2010.新款 Cayenne S 和 Cayenne Turbo 的品牌如下。此外，中国提供三个版本的零售平面，分别用于预热、POS 将公布在 PPN发布和试驾。电台和上。每家中心必须在2010 年 5 月 21 日前，将 Cayenne S 和 CayenneTurbo 的零售计划提交给中国。Cayenne S & Cayenne Turbo National AdsCayenne S & Cayenne Turbo Retail Ads76. Media Campaign (cont.)6.宣传（续）At

25、tendants Porsche Centre delegates: 400Including sales advisors, service advisors, marketing managers/executives National Media: 100 paxIncluding automobile, lifestyle, finance, etc.参加中心代表：400 人包括销售顾问、服务顾问、市场经理/： 100 人包括汽车类、生活类、财经类等PorscheChinaTrainingDepartmentandPRand中国培训部门和部将分别向受邀Departmentwillsen

26、dseparateinvitation registration details to respective invitees.参加单独邀请和报名详情。Launch VenueTo best showcase the improvement of the on-road performance of the new Cayenne, it has been decided that the launch venue will be Shanghai, with a test drive programme on the Shanghai International Circuit.发布地点为了

27、最好地展示新款 Cayenne 在行驶性能方面的提升，我们选择了上海作为发布场地，并在上海国际赛车场安排了一场试驾活动。Venues for National Launch Reveal/ Evening Event Sheshan, Shanghai Accommodation and second dinner Sofitel Shanghai Sheshan Oriental Test Drive Shanghai International Circuit Product Training Porsche China Training Centre and Shanghai Inter

28、national Circuit发布活动主会场：揭幕/发布晚宴：上海佘山住宿和第二场晚宴：上海东方佘山索菲特大酒店试驾：上海国际场培训：中国培训中心、上海国际场Launch ProgrammeDay 1发布活动日程第一天By 16:3018:30Delegate arrival Transfer16:30前18:3022:00抵达前往发布晚宴地点晚间活动结束22:00Evening programme concludesDress Code: Smart casual着装：休闲正装Day 2By 8:008:009:0017:4019:30第二天8:00前8:009:0018:0019:302

29、1:30Breakfast Transfer to SICTraining and Test Drive in workshops First day training concludesSecond dinner in Sofitel Sheshan早餐前往 SIC培训和试驾第一天培训结束佘山索菲特大酒店举行第二场晚宴晚宴结束21:30Dinner concludesDress code: Comfortable and casualDay 3着装：舒适便装第三天9:00前9:0010:0013:0013:0014:30By 9:009:0010:0013:0013:00Breakfast

30、and check-out Transfer Training Centre Training workshops Training Concludes; Lunch早餐、退房 前往培训中心培训培训结束午餐离开14:30DepartureDress code: Comfortable and casual着装：舒适便装87. National Launch & Product Training 7.发布及培训The POS launch event is especially critical to building excitement amongst prospects and h

31、elping to limit demand for competitor products. Therefore, all Porsche Centres are required to dedicate full resources to this event, with high levels of manpower, budget and prospect/customer invitations.POS 上市活动在调动潜在客户积极性以及吸引竞争车型潜在客户的过程中发挥了特别关键的作用。所以，中心都必须在人力、预算和潜在客户/客户所有的邀请等环节上全面投入尽可能多的。Avantgard

32、e has been appointed as the agency to support Porsche China and Porsche Centres with this important launch event. The agency will be involved in the creative concept, venue selection, and event execution together with Porsche China.前卫资讯将担任此次活动的公司，他们将为保时捷中国和中心提供支持，将在活动理念、场所建议/批准以及活动执行方面，与销商提供支持。中国一起P

33、articipantsParticipants of the POS launch event can be selected from the following target groups:参与者POS 发布活动的参加者可从下列目标群体中选取：订购新款 Cayenne 的客户；从 DM 直邮和北京车展上收集的潜在客户； 现有跑车客户；Customers who ordered a new Cayenne; Prospects generated from the DM and Auto China; Current sports cars owners;Customers who boug

34、ht the previous generations of the Cayenne earlier than 2008, especially owners of the first generation Cayenne;Owners of the V6 variant of the Cayenne that are considering an upgrade;2008 年以前一代 Cayenne 的车主Cayenne 的车主， 特别是第 考虑升级车型的 V6 车主； 竞品客户，包括 Audi Q7, BMW X5/ X6, Volvo XC90, Touareg, 和 Infiniti

35、FX 的车主;Customers of competitor ms, including theAudi Q7, BMW X5/ X6, Volvo XC90, Touareg and Infiniti FX.Given its position as the most important m in our market and the high sales targets set for the new Cayenne, the recommended number of participants in the POS event is 300 pax (150 with partners)

36、.考虑到这款车型在的重要地位，以及新款Cayenne 的销售目标， POS 活动的建议受邀人数为300 人（或 150 对）。Launch VehiclesAll Porsche Centres will be equipped with two units of the new Cayenne for the local POS event. However, due to car availability, some dealers will only receive two units of Cayenne S to serve as launch cars.发布车辆所有中心都将获得两台

37、新款 Cayenne 用于当地POS 活动。然而，由于车辆供应，大多数经销商将只得到 2 台 Cayenne S 作为发布用车。Please contact the Porsche China Sales Department for specific details regarding the two vehicles that have been assigned to your market and their date of delivery.中国销售部获取关于您的 2 台车辆的配请置详情和车辆到达日期。98. POS Launch8. POS 上市活动ConceptThe POS l

38、aunch event will set a scene featuring two situations: on-road and off-road. The new Cayenne will then be revealed from the two scenes, reinforcing the reputation of the new Cayenne for sports car performance and outstanding driving ability in all conditions.理念POS 发布活动将营造出一个融汇了公路驾驶和越野驾驶路况的场景。新款 Caye

39、nne 将在这两种背景下揭开面纱，突出体现了新款 Cayenne 作为一款独具跑车特色的形象，彰显了其在所有驾驶路况下的卓越性能。Following the success of the product presentation during the Panamera launch, a product movie will be part of the launch programme.在吸收了 Panamera 发布期间演示的经验演示后，此番的 Cayenne 发布中也将包括一个影片。Furthermore, this event will utilise innovative modul

40、es to demonstrate features and benefits of the new car in an interactive manner. These modules will begin when participants enter the launch venue and continue until the car is revealed.此外，活动还将利用一些创新模块，从参与者步入活动现场开始，直到车型正式揭幕，这些创新模块将以互动形式来展示新款车型的特性和优势。Outside - Entrance to the eventInside Launch stage

41、 and car reveal108. POS Launch (Contd)8. POS 发布活动（续）Launch VenueThe launch venue should be a premium location with easy transport access for all participants.发布场地总体说来，发布活动应选择交通状况对所有参与者都较为方便的场地。The minimum dimension of the launch venue is 40m (L) x 30m (W) to realise the launch concept attached. A sa

42、mple layout for the launch event is as follows:发布场地最小要求为 40m (长) * 30m (宽) 以确保发布理念得到贯彻。发布活动的场地示例如下：Locations we recommend during your search: Premium leisure or sports area, e.g. golf course, tennis centre, etc. Exhibition halls Museum or Art Centre Resorts or luxury clubs Local Fashion Landmark在选择当地的发布场所的建议如下：高级的休闲、运动场所，例如；展示展览场馆；博物馆或艺术中心；球场、网球度假村或高端 当地的时尚地标；All Porsche Centres are askedto start searching所有中心都必须开始寻找当地合适的场地，for the venue in your region and please advise并将寻找结果在 5 月 22 日前告知中国。最中心共同决定。Porsche China of your selected venue by 22 May. Final choice o