7奥美整合行销培训251汽车

1、BRANDZTHE WPP BRAND EQUITY STUDY0 010102020303040405050606070708080价格导向价格导向轮换轮换品牌忠实品牌忠实0%0%10%10%20%20%30%30%40%40%50%50%60%60%70%70%80%80%90%90%100%100%中国中国 巴西巴西 法国法国 德国德国 日本日本 英国英国 美国美国品牌忠诚品牌忠诚轮换轮换价格导向价格导向China - CarsBase (398)PresenceVoltage-50-40-30-20-10010203040-4-20246MercedesChryslerSantanaV

2、W ( Volkswagen)ToyotaAudiMazdaRed FlagBMWJaguarFordGeneral Motors (GM)? This Brand Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown 87Presence68Relevance55Performance44Advantage9BondingCars - ChinaSantana - Brand Pyramid(Base)(398)785148372Audi - Brand Pyramid(39

3、8)? This Brand Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown 87Presence68Relevance55Performance44Advantage9BondingCars - ChinaSantana - Brand Pyramid(Base)(398)664336160Cars - ChinaRed Flag - BrandPyramid(398)24Average4Santana5VW ( Volkswagen)14Toyota15Mazda20

4、Red Flag23General Motors (GM)25Audi28Ford29Jaguar39BMW40Mercedes45ChryslerChina - Cars? This Brand Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown 65Aware of promise44Meets needs11Ever tried74UnaidedChina - CarsSantana %(Base)(398)2422632Santana v Category(398)1

5、55223Audi v Category(398)? This Brand Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown 11More stylish5Different21Setting trends20Want to be seen22Better quality30Growing popular28Better to drive30Higher opinion30Would recommend36Appeals more23Most popular51Better

6、 price/dealCars - ChinaSantana %(Base)(219)-13-8-10-11-11-3-7-7-4-2425Santana v Category(219)211-1-3-1-4-1-1-5-3-3Audi v Category(191)? This Brand Dynamics Pyramid and the underlying methodologies are the copyright of Millward Brown 6More stylish3Different16Setting trends13Want to be seen17Better qu

7、ality28Growing popular22Better to drive25Higher opinion22Would recommend29Appeals more29Most popular49Better price/deal39Meets needsCars - ChinaSantana %(Base)(175)-12-7-7-8-71-4-4-20-1347Santana v Category(175)0-1-4-2-4-5-5-4-2-9-8-1-7Audi v Category(149)空白型空白型小老虎型小老虎型奥林匹克型奥林匹克型抱负型抱负型经典型经典型防守型防守型衰退

8、型衰退型迷恋型迷恋型China - CarsBase (398)PresenceVoltage-50-40-30-20-10010203040-4-20246MercedesChryslerSantanaVW ( Volkswagen)ToyotaAudiMazdaRed FlagBMWJaguarFordGeneral Motors (GM)n高收入的私营企业主高收入的私营企业主, 演艺界人士演艺界人士, 运动运动员员. 有者有者)n直控式自动变速箱直控式自动变速箱四档自动变速箱四档自动变速箱/手动手动nSFI电子顺序多点燃油喷射系统电子顺序多点燃油喷射系统程程序控制燃油喷射系统序控制燃油喷

9、射系统n风阻系数风阻系数0.32风阻系数风阻系数0.27定定速巡航系统速巡航系统nABS（防抱死制动系统）（防抱死制动系统）ABS（防抱死制动系统）防抱死制动系统）ABS（防抱死制（防抱死制动系统）动系统）n布布/皮座椅，前排皮座椅，前排6向电动调节斗式座椅向电动调节斗式座椅真皮座椅，驾驶座椅八方向电动调节真皮座椅，驾驶座椅八方向电动调节真真皮座椅皮座椅n双安全气囊，前排可调式安全带双安全气囊，前排可调式安全带双安全双安全气囊，车侧碰撞防护杆气囊，车侧碰撞防护杆双安全气囊双安全气囊，预锁安全带，预锁安全带n折叠式电控外后视镜，电动程控中央门锁折叠式电控外后视镜，电动程控中央门锁电动玻璃天窗电动玻璃天窗/后视镜，遥控中央门锁后视镜，遥控中央门锁 防防夹手电动天夹手电动天/车窗，多功能中控锁车窗，多功能中控锁n广阔后广阔后视镜，附除霜加热器视镜，附除霜加热器n高位刹车灯，前后雾灯高位刹车灯，前后雾灯多点反射一多点反射一体式卤素前大灯，前后雾灯体式卤素前大灯，前后雾灯大灯灯光可随车身大灯灯光可随车身角度变化自动节角度变化自动节n无氟空调，后排热风口，空气过滤器无氟空调，后排热风口，空气过滤器大