大众品牌升级及传播策略方案EN课件

FAW-VWAfter-Sales

2004Communications2/20/2004FAW-VWAfter-Sales

2004CommAgenda1.CustomerloyaltySales/After-Sales2.AutomotiveMarketSales/After-Sales3.CompetitiveActivityOEMsIndependents4.FAW-VW:After-SalesMarketsituationO&RAnalysis5.DirectionCustomerKeyMessage6.Concepts&IdeasIntegratedprogram7.ConclusionAgenda1.Customerloyalty1.Customerloyalty1.CustomerloyaltySalesAfter-SalesCustomerloyaltyThetraditionaldealerdivision:SalesAfter-SalesCustomerloyalSalesAfter-SalesCustomerloyaltyButinaverycompetitivemarket,they’recloselylinked.SalesAfter-SalesCustomerloyalSalesAfter-Sales(contact)After-Sales(attribute)CustomerloyaltyTheconnectionstartsbeforepurchase.32%believeAfter-SalesServiceisanattributewhenbuyingacar.Source:ChinaOperation&ManagementSurvey,2003SalesAfter-Sales(contact)AfteSalesAfter-Sales(contact)After-Sales(attribute)After-Sales(contact)After-Sales(contact)SalesPre-purchaseleadingtoSalesPurchaseBetweenpurchase-leadingtoresalevalueofcurrentcar&brandloyaltyfornextcar.Re-purchaseCustomerloyaltyHowcustomerloyaltyismaintained.FarmorecontactwithAfter-SalesthanwithSales.SalesAfter-Sales(contact)AfteCustomerloyaltyTheloyaltycircle.ThebenefitreturnstoAfter-Salesagainandagain.FAW-VW

SalesFAW-VW

After-SalesFAW-VW

After-SalesFAW-VW

After-SalesCustomerloyaltyTheloyaltyciLoyalFAW-VWcustomersPeopleinfluencedbyloyalFAW-VWcustomersCustomerloyaltyFullimpactofcustomerloyalty.PeopleinfluencedbyloyalFAW-VWcustomersPeopleinfluencedbyloyalFAW-VWcustomersLoyalFAW-VWcustomersPeopleiCustomerloyaltytoFAW-VWcomesfrombothSalesandAfter-Sales.Inacompetitivemarket,bothSalesandAfter-Salesmustcontributetobuildingcustomerloyalty.TheloyaltycircleshowsthatthebenefitscomebacktoAfter-Salesagainandagain.Theeffectismultipliedbycustomersinfluencingothers.CustomerloyaltySummary:CustomerloyaltytoFAW-VWcom2.AutomotiveMarket2.AutomotiveMarketAutomotiveMarketAbriefreviewofhowcompetitivetheautomotivemarketreallyisinChina:SalesAfter-SalesAutomotiveMarketAbriefrevieAutomotiveMarket:Sales20yearsago,just60privatecars-nowover10m.600k500K400K300K250K200K150K100KSource:ARA37newcarmodelslaunchedin2003AutomotiveMarket:Sales20yeAutomotiveMarket:SalesTodaythereare123carmanufacturersinChina.Source:中国StatisticsBureau,2003Source:ChinaStatisticsBureau,2003Source:ChinaStatisticsBureau,2003:Supplynowexceedsdemand.AutomotiveMarket:SalesTodayAutomotiveMarket:SalesCommunicationsspendingismultiplying.RMB‘000RMB‘000142%297%81%131%19%2234%132%Source:CVSC-TNCResearch,2003.Category:100,000-200,000RMBAutomotiveMarket:SalesCommunAutomotiveMarket:SalesFuturesalesprojection.Source:ARAAutomotiveMarket:SalesFutureAutomotiveMarketIntensecompetitioninAfter-Sales.IntensecompetitioninSales.Implication:AutomotiveMarketIntensecompeAutomotiveMarket:After-SalesAfter-SalesenterprisesinChina.2003:600K(E)2002:500K2001:220KSource:SinoNetAutomotiveMarket:After-SalesAutomotiveMarket:After-SalesMarketprojection.Source:BostonConsultingGroup,AccessAsia(inc.after-sales&spareparts)$USBillionAutomotiveMarket:After-SalesAutomotiveMarket:After-SalesPredictingthefuture:After-SalesanalysisUS.

Heavy/CollisionRepairs

Light/MediumRepairs

MaintenanceServicingParts&AccessoriesOEMDealersOEMFranchisedServiceStationsOEM-ownedAutoServiceChainsSupermarketsTireCompaniesLubricantsParts/SpecialistCompaniesAutoServiceChainsBodyShopsPrivateCompaniesExampleIndependentsOEM-AffiliatedSentryFord,Inc.AutomotiveMarket:After-SalesAutomotiveMarket:After-SalesAfter-SalesanalysisUS:OEMresponse.Source:BostonConsultingGroup,AccessAsiaIndependentsIndependentsOEMOEMAutomotiveMarket:After-SalesAutomotiveMarket:After-SalesOEMinvolvement:AsiaexampleExpressservice,

cheapergenuineparts:Thailand,JapanSimilarforToyota:Malaysia,PhilippinesThailand30minutestestmaintenanceservicesCheapergenuineparts6-monthwarrantyPlusFastTechServicesQuickrepairservicesystemTransparentpricing-40%cheaperpartsforTOYOTAManufactures’warrantyPlusThunderServicesAutomotiveMarket:After-Sales3.CompetitiveActivity3.CompetitiveActivityCompetitiveActivityChina:OEMs.OEMsinChinaarebeginningtobrandtheirAfter-Salesservices.Eventsaremostlysimilar.Communicationstalkmostlyabout“care”and“heart.”CompetitiveActivityChina:OEMCompetitiveActivityChina:IndependentsIndependentchainsallhavebrands.Thesebrandsarenowstartingintocommunications.CompetitiveActivityChina:IndCompetitiveActivityReview2003:OEMFreetesteventsOEMInternalcontestCommunications:

OEMs

ServicechainsCompetitiveActivityReview200CompetitiveActivityFreetestevents:Examples.DatefromSpring&servicetoyourheart2weeksfreetestservicesBuickCareNewcarefromnewyearBrillianceAutoNanjingFiatSGMGuangzhouHondaSpecialservicefor4seasonswithloveSincereServiceCareforeverFAW-VWDelivercoolduringsummereventsBeijingHyundaiCheryCheryheartwarmingservicesofwinterSouthEastCheckupforyoursatisfactionofSpringTourismofautumnHainanMazdaToyota2weeksfreetestservicesCompetitiveActivityFreetestCompetitiveActivityServiceSkillsContestsin2003:The3rdAfter-SalesServicesContestDongfeng-Nissan1stNISTECContestToyotaServiceChampionsContestHondaFiatToyotaNissanThe1stServiceContestofNanjingFiat“Nick-Nickel”ContestFAW-VWCompetitiveActivityServiceSkCompetitiveActivitySVWnowonTV:CompetitiveActivitySVWnowonCompetitiveActivitySGM:CompetitiveActivitySGM:CompetitiveActivityToyota:CompetitiveActivityToyota:CompetitiveActivityFAW-Mazda:CompetitiveActivityFAW-Mazda:CompetitiveActivityNanjing-Fiat:CompetitiveActivityNanjing-FiCompetitiveActivityDongfeng-Nissan:CompetitiveActivityDongfeng-NCompetitiveActivityBosch:CompetitiveActivityBosch:4.FAW-VWAfter-Sales4.FAW-VWAfter-SalesFAW-VWAfter-SalesMarketshare:#2SVW

FAW-VW

SGM

OthersFAW-VWAfter-SalesMarketshareFAW-VWAfter-SalesDealernetwork:#2

FAW-VW17FAW-VW12FAW-VW18FAW-VW2FAW-VW31FAW-VW3FAW-VW

4FAW-VW1FAW-VW7FAW-VW3FAW-VW

1FAW-VW

2FAW-VW2FAW-VW31FAW-VW4FAW-VW5FAW-VW14FAW-VW30FAW-VW4FAW-VW5FAW-VW19FAW-VW7FAW-VW3FAW-VW

24FAW-VW5FAW-VW12FAW-VW36FAW-VWAfter-SalesDealernetwoFAW-VWAfter-SalesBrandperception:#10Source:2003AttitudeandImageFAW-VWAfter-SalesBrandpercepFAW-VWAfter-SalesCustomersatisfactionindex:FAW-VW#6Source:JDPowerFAW-VWAfter-SalesCustomersatFAW-VWAfter-SalesO&Ranalysis.CompetitionisgrowingintheAfter-Salesmarket.CommunicationspendingbybothOEMsandIndependentsismultiplying.Customerloyaltydependsonimageperception.Customerexperienceisaverage,butperceptionofFAW-VWAfter-Salesisnotasgoodasitshouldbe,comparetoitsshare.Withincreasedcompetition,itmaygetworse.FAW-VWAfter-SalesO&RanalysisFAW-VWAfter-SalesO&Ranalysis.InahighlycompetitivemarketlikeChina,upgradingperceptioninordertoimprovecustomerloyaltyneedsafullyintegratedcommunicationsprogram.FAW-VWAfter-SalesO&Ranalysis5.Direction5.DirectionDirectionThefirstoptionanalysed:Careforyourcar

Thisisanappealingpropositionbutouranalysishasfoundthatitisalreadyusedbycompetitors,includingSVWandSGM.Internationalresearchprovesthatiftwocompaniesusethesamedirection,theresultisconfusionandthecustomerusuallygivesthemarketleaderthecredit-inthiscase,SVW.Careasapropositionmaythereforebeapotentialwasteofbudget.Tobeeffectiveinahighlycompetitiveenvironment,itisnecessarytodifferentiateFAW-VWAfter-Sales.Wedecidedtolookatthecustomers.DirectionThefirstoptionanalDirectionCustomerprofile:Sales/After-SalesAgeGenderIncomeEducationSource:JDPowerDirectionCustomerprofile:SalDirectionFAW-VWcustomerprofilevs.marketaverage.Older.Moremale.Moremainstreaminincomeandeducation.DirectionFAW-VWcustomerprofiDirectionO&Rcustomerinterviews.

Knowingthecustomerbase,wedividedtheinterviewsintothree.Pre-PurchaseNewOwnersLoyalownersDirectionO&RcustomerintervieDirectionFAW-VWDifferenceCustomerNeedKeyMessageCustomerinterviews:Whatwelookfor.

Ifthere’sakeycustomerneedthatmatchesakeyFAW-VWdifference,thatshouldbecomeourkeymessage.DirectionFAW-VWDifferenceCustDirectionO&Rcustomerinterviews.IneedreliableserviceSomebodywhoknowsmycarEstimateshouldbehonestSomebodywhoisprofessionalConvenientPartsshouldbegoodqualityPriceisreasonablePre-PurchaseDirectionO&RcustomerintervieDirectionO&Rcustomerinterviews.NewOwnersIneedtohavetechnicianswhoreallyunderstandmycarIwanttokeepitrunningwellThecarcostmealotofmoney,Idon’twanttoriskitIdon’twanttobecheatedonprice.MyfamilymustbesafeDirectionO&RcustomerintervieDirectionO&Rcustomerinterviews.LoyalOwnersIdon’twanttogoonvacationandhaveproblemsIwanttomakesuremycarisintopconditionThecarshouldhaveagoodresalevalueTechnicianswhoknowmeandknowmycarProfessionalservicesavesmytimeDirectionO&RcustomerintervieDirectionFAW-VWDifference:FAW-VWtechniciansareexperts,highlytrainedtoknowandunderstandyourFAW-VWcar.FAW-VWqualityreputation.AllFAW-VWpartsareoriginalandGermandesigned.469dealerstoprovideservicewhereveryouare.FAW-VWAdvantages:FAW-VWFeatures:Theprocessisefficient,friendlyandprofessional-thecustomeriscalledtocheckforsatisfaction.Freetestevents.DIYhelp.Internalconteststoraisestandards.DirectionFAW-VWDifference:FAWDirectionWeknowyourFAW-VWcarEfficientProfessionalFriendlyPersonalityToneofCommunicationsUniqueSimpleStrongClearKeyMessageFAW-VWproposition:SupportExperttechnicians469dealers

OriginalGerman-designedpartsDIYhelpDirectionWeknowyourFAW-VWcFullyintegratedcommunicationsmeanseverythinglooksandfeelslikeoneapproach.Launchadvertisingstartsthecampaign.Allmessagesthatfollowarepartofthesameapproach,includingevents,merchandizingandallotheractivities.DirectionFreetesteventsKeymessagetoraiseperceptionofFAW-VW.InternalContestMerchandizingDIYhelpFullyintegratedcommunica6.Concepts&Ideas6.Concepts&IdeasConcepts&IdeasIntegratedcommunications.SloganSymbol:“Hans”Merchandizing:“Hans”Advertising:PrintAdvertising:TVIdeas:

Events

Spareparts

Internalcontest/PR

DIYcontest/PR

MediaConcepts&IdeasIntegratedcomConcepts&IdeasSlogan.Basedon:

FAW-VWdifference-WeknowyourFAW-VWcarbest.

FAW-VWpersonality-Efficient,professional,friendly.Translation:Weknowyourcar,weknowyou.懂车更懂你Concepts&IdeasSlogan.TranslConcepts&IdeasSymbol:“Hans”Concepts&IdeasSymbol:“Hans”Concepts&IdeasSymbol:“Hans”Concepts&IdeasSymbol:“Hans”Concepts&IdeasSymbol:“Hans”Concepts&IdeasSymbol:“Hans”Concepts&IdeasSymbol:“Hans”Concepts&IdeasSymbol:“Hans”Concepts&IdeasMerchandizing:“Hans”Concepts&IdeasMerchandizing:Concepts&IdeasMerchandizing:“Hans”Concepts&IdeasMerchandizing:Concepts&IdeasMerchandizing:“Hans”Concepts&IdeasMerchandizing:Concepts&IdeasMerchandizing:“Hans”Concepts&IdeasMerchandizing:Concepts&IdeasMerchandizing:“Hans”Concepts&IdeasMerchandizing:Concepts&IdeasAdvertising:PrintTwoalternativeseries:

Idea1:Simple,straightforward.Idea2:Fresh,powerful.Forafullyintegratedprogram,werecommendoneseriesortheotherbutnotmixed.Concepts&IdeasAdvertising:PIdea1:Simple,straightforward.Concepts&IdeasIdea1:Simple,straightforwaConcepts&IdeasAdvertising:Print-Idea1.Launchingthekeymessage.Headline:Weknoweverydetailofyourcar.Concepts&IdeasAdvertising:PConcepts&IdeasAdvertising:Print-Idea1.Originalparts.Headline:Don’tleaveittothemomentoftruthbeforeyouthinkofgenuineparts.Concepts&IdeasAdvertising:PConcepts&IdeasAdvertising:Print-Idea1.Process.Headline:Thisisthebestteamtoserviceyourcar.Concepts&IdeasAdvertising:PConcepts&IdeasAdvertising:Print-Idea1.Network.Headline:Youcanfindourprofessionalserviceeverywhere.Concepts&IdeasAdvertising:PConcepts&IdeasAdvertising:Print-Idea1.Vacation.Headline:Ourprofessionalservicesgiveyoupeaceofmindforyourholiday.Concepts&IdeasAdvertising:PConcepts&IdeasAdvertising:Print-Idea1.DIY.Headline:Wecangiveyouahandtobecomeprofessional.Concepts&IdeasAdvertising:PConcepts&IdeasAdvertising:Print-Idea1Concepts&IdeasAdvertising:PIdea2:Fresh,powerful.Concepts&IdeasIdea2:Fresh,powerful.ConceConcepts&IdeasAdvertising:Print-Idea2.Launchingthekeymessage.Headline:Weknoweverydetailofyourcar.Concepts&IdeasAdvertising:PConcepts&IdeasAdvertising:Print-Idea2.Originalparts.Headline:Safetymeansreliablegenuineparts.Concepts&IdeasAdvertising:PConcepts&IdeasAdvertising:Print-Idea2.Process.Headline:We’llcalltocheckifyou’resatisfied.

Concepts&IdeasAdvertising:PConcepts&IdeasAdvertising:Print-Idea2.Network.Headline:Ourprofessionalservicesareeverywhere.Concepts&IdeasAdvertising:PConcepts&IdeasAdvertising:Print-Idea2.Vacation.Headline:Don’ttakeriskswithyourcar.Concepts&IdeasAdvertising:PConcepts&IdeasAdvertising:Print-Idea2.DIY.Headline:We’llgiveyouahandtobecomeprofessional.Concepts&IdeasAdvertising:PConcepts&IdeasAdvertising:Print-Idea2Concepts&IdeasAdvertising:PConcepts&IdeasAdvertising:Print-Idea2.Dealerposter.Headline:TobeprofessionalisourcommitmentConcepts&IdeasAdvertising:PConcepts&IdeasTwoadvertisingconcepts:twowaystosaythesamething.Concepts&IdeasTwoadvertisinTVCConcepts&IdeasTVCConcepts&IdeasConcepts&IdeasAdvertising:TV15secondstodeliverkeymessageatreasonablecost.Concepts&IdeasAdvertising:TConcepts&IdeasAdvertising:TV-15secs.Acustomerisabouttogiveatechnicianhiskeys.

TECHNICIAN:“IDON’TKNOWYOURCARBUTI’LLDOAGOODJOB.”

Thecustomerpullsthekeysawayasifhe’schangedhismind.Concepts&IdeasAdvertising:TConcepts&IdeasAdvertising:TV-15secs.Thecustomerisabouttogiveanothertechnicianhiskeys.

TECHNICIAN:“IDON’TKNOWYOURCARBUTI’LLDOAGOODJOB.”

Again,thecustomerpullsthekeysawayasifhe’schangedhismind.Concepts&IdeasAdvertising:TConcepts&IdeasAdvertising:TV-15secs.ThecustomerisabouttogiveanFAW-VWtechnicianhiskeys.

TECHNICIAN:“IKNOWEVERYDETAILOFYOURCARANDI’LLDOAPERFECTJOB.”

Concepts&IdeasAdvertising:TConcepts&IdeasAdvertising:TV-15secs.Thistimethecustomergivesthekeystothetechnician.Concepts&IdeasAdvertising:TConcepts&IdeasAdvertising:TV-15secs.ANNOUNCER:“ATFAW-VW,WEKNOWYOURCAR,WEKNOWYOU.”Concepts&IdeasAdvertising:TConcepts&IdeasAdvertising:TV-15secs.Title:FAW-VWlogo.Concepts&IdeasAdvertising:TConcepts&IdeasAdvertising:TVConcepts&IdeasAdvertising:TConcepts&IdeasIdeas.

Events

Spareparts

Internalcontest/PR

DIYcontest/PR

MediaConcepts&IdeasIdeas.

EventsConcepts&IdeasResultscardforfreetest.Afterfreetest,customerisgivena3-colorcard:

Level1Red=Seriousproblem-mustbecorrected.

Level2Yellow=Mechanicalsuggestion-worthdoing.

Level3Green=Carupgradesuggestion-addsvalue.Tostimulatesales,giftsmaybegivenforeachlevel-with

giftsincreasinginvalueforeachaddedlevel.

Concepts&IdeasResultscardfConcepts&IdeasVacationchecklist.Afterfreetestorbeforeholidayperiod,customerisgivenafreeholidaychecklistwithadviceabouthowtoavoidproblems.Mayincludeanemergencynumbertocall.

Concepts&IdeasVacationcheckConcepts&IdeasSparepartsideas:Roadshow.Theobjectiveinthisideaistopresentthedangersofnon-geuinepartstocustomersrightatthepointofcontact-atthe3-Sdealerwherethey’rethinkingaboutrepairsandcanbeinfluencedmosteasily.Theroadshowwillconsistofasmallteam,anexhibitionmoduleandashortvideoaboutwhatcanhappentoacarwithnon-genuineparts.Itwillshowthetroublethatycanbecausedandtheexpenseoffixingit.ThiswillofcoursehighlighttheneedforonlyFAW-VWoriginalparts,designedinGermany-andonlyauthorizedFAW-VWdealers.Concepts&IdeasSparepartsidConcepts&IdeasInternalcontestideas.“NickNickel”conceptmaybeexpandedtoregionswithmoreentrantsandmorePR.3phases:

a)Dealersapplyfortestsin9regions.

b)Eachregionhasitsownfinals.

c)9regionalchampionsgotograndfinalinBeijing.NationalchampionsreceivemajorPRcelebrationandwinnersgotoGermany.Thiscouldbeaninternationaleventwithnationalwinnerscompetingfortheworldtitleatadifferentlocationeachyear.Concepts&IdeasInternalconteConcepts&IdeasDIYideas.ContestforDIYenthusiasts.9regionalcontestsdividedintoBora,Golf,Jettaowners.Pointsawardedfor:

Simplemaintenance.

Decorativeimprovement.27winnersinvitedtoBeijingtotakepartin“NickNickel”specialDIYcategory.3nationalchampions-oneforBora,Golf,Jetta.GreatopportunityforPRusingcustomersandtechnicians.Concepts&IdeasDIYideas.Concepts&IdeasMediaideas:SponsorshipLinkto“AutoDriving&Service.”Oneoftop3magazines.Sponsorshipof“TechLecture”

using“Hans”symbol.Concepts&IdeasMediaideas:SConcepts&IdeasMediaideas:Betterrelations.Meetingswithmediatocorrectcustomerperception.IfthemediareceivenegativecustomerfeedbackaboutFAW-VWAfter-Sales,themediawillcalltopassonthecriticism.FAW-VWcanfollow-uptocorrecttheproblem.Concepts&IdeasMediaideas:B6.Conclusion6.ConclusionConclusionCustomerloyaltydependsonbothSales&After-Sales.BenefitsofFAW-VWloyaltycomebacktoAfter-Sales.Competitionisbecomingsevere.Independentsaregrowing.Mediaspendingismultiplying.FAW-VWAfter-Salesimageshouldbehigher.SolutionisafullyintegratedcommunicationsprogrambuiltaroundtheFAW-VWdifference.ConclusionCustomerloyaltydepConclusionO&Rhasinvestigatedthemarket,analysedthecompetition,talkedtothecustomer.We’rereadytohelp.ConclusionO&RhasinvestigFAW-VWAfter-Sales

2004Communications2/20/2004FAW-VWAfter-Sales

2004CommAgenda1.CustomerloyaltySales/After-Sales2.AutomotiveMarketSales/After-Sales3.CompetitiveActivityOEMsIndependents4.FAW-VW:After-SalesMarketsituationO&RAnalysis5.DirectionCustomerKeyMessage6.Concepts&IdeasIntegratedprogram7.ConclusionAgenda1.Customerloyalty1.Customerloyalty1.CustomerloyaltySalesAfter-SalesCustomerloyaltyThetraditionaldealerdivision:SalesAfter-SalesCustomerloyalSalesAfter-SalesCustomerloyaltyButinaverycompetitivemarket,they’recloselylinked.SalesAfter-SalesCustomerloyalSalesAfter-Sales(contact)After-Sales(attribute)CustomerloyaltyTheconnectionstartsbeforepurchase.32%believeAfter-SalesServiceisanattributewhenbuyingacar.Source:ChinaOperation&ManagementSurvey,2003SalesAfter-Sales(contact)AfteSalesAfter-Sales(contact)After-Sales(attribute)After-Sales(contact)After-Sales(contact)SalesPre-purchaseleadingtoSalesPurchaseBetweenpurchase-leadingtoresalevalueofcurrentcar&brandloyaltyfornextcar.Re-purchaseCustomerloyaltyHowcustomerloyaltyismaintained.FarmorecontactwithAfter-SalesthanwithSales.SalesAfter-Sales(contact)AfteCustomerloyaltyTheloyaltycircle.ThebenefitreturnstoAfter-Salesagainandagain.FAW-VW

SalesFAW-VW

After-SalesFAW-VW

After-SalesFAW-VW

After-SalesCustomerloyaltyTheloyaltyciLoyalFAW-VWcustomersPeopleinfluencedbyloyalFAW-VWcustomersCustomerloyaltyFullimpactofcustomerloyalty.PeopleinfluencedbyloyalFAW-VWcustomersPeopleinfluencedbyloyalFAW-VWcustomersLoyalFAW-VWcustomersPeopleiCustomerloyaltytoFAW-VWcomesfrombothSalesandAfter-Sales.Inacompetitivemarket,bothSalesandAfter-Salesmustcontributetobuildingcustomerloyalty.TheloyaltycircleshowsthatthebenefitscomebacktoAfter-Salesagainandagain.Theeffectismultipliedbycustomersinfluencingothers.CustomerloyaltySummary:CustomerloyaltytoFAW-VWcom2.AutomotiveMarket2.AutomotiveMarketAutomotiveMarketAbriefreviewofhowcompetitivetheautomotivemarketreallyisinChina:SalesAfter-SalesAutomotiveMarketAbriefrevieAutomotiveMarket:Sales20yearsago,just60privatecars-nowover10m.600k500K400K300K250K200K150K100KSource:ARA37newcarmodelslaunchedin2003AutomotiveMarket:Sales20yeAutomotiveMarket:SalesTodaythereare123carmanufacturersinChina.Source:中国StatisticsBureau,2003Source:ChinaStatisticsBureau,2003Source:ChinaStatisticsBureau,2003:Supplynowexceedsdemand.AutomotiveMarket:SalesTodayAutomotiveMarket:SalesCommunicationsspendingismultiplying.RMB‘000RMB‘000142%297%81%131%19%2234%132%Source:CVSC-TNCResearch,2003.Category:100,000-200,000RMBAutomotiveMarket:SalesCommunAutomotiveMarket:SalesFuturesalesprojection.Source:ARAAutomotiveMarket:SalesFutureAutomotiveMarketIntensecompetitioninAfter-Sales.IntensecompetitioninSales.Implication:AutomotiveMarketIntensecompeAutomotiveMarket:After-SalesAfter-SalesenterprisesinChina.2003:600K(E)2002:500K2001:220KSource:SinoNetAutomotiveMarket:After-SalesAutomotiveMarket:After-SalesMarketprojection.Source:BostonConsultingGroup,AccessAsia(inc.after-sales&spareparts)$USBillionAutomotiveMarket:After-SalesAutomotiveMarket:After-SalesPredictingthefuture:After-SalesanalysisUS.

Heavy/CollisionRepairs

Light/MediumRepairs

MaintenanceServicingParts&AccessoriesOEMDealersOEMFranchisedServiceStationsOEM-ownedAutoServiceChainsSupermarketsTireCompaniesLubricantsParts/SpecialistCompaniesAutoServiceChainsBodyShopsPrivateCompaniesExampleIndependentsOEM-AffiliatedSentryFord,Inc.AutomotiveMarket:After-SalesAutomotiveMarket:After-SalesAfter-SalesanalysisUS:OEMresponse.Source:BostonConsultingGroup,AccessAsiaIndependentsIndependentsOEMOEMAutomotiveMarket:After-SalesAutomotiveMarket:After-SalesOEMinvolvement:AsiaexampleExpressservice,

cheapergenuineparts:Thailand,JapanSimilarforToyota:Malaysia,PhilippinesThailand30minutestestmaintenanceservicesCheapergenuineparts6-monthwarrantyPlusFastTechServicesQuickrepairservicesystemTransparentpricing-40%cheaperpartsforTOYOTAManufactures’warrantyPlusThunderServicesAutomotiveMarket:After-Sales3.CompetitiveActivity3.CompetitiveActivityCompetitiveActivityChina:OEMs.OEMsinChinaarebeginningtobrandtheirAfter-Salesservices.Eventsaremostlysimilar.Communicationstalkmostlyabout“care”and“heart.”CompetitiveActivityChina:OEMCompetitiveActivityChina:IndependentsIndependentchainsallhavebrands.Thesebrandsarenowstartingintocommunications.CompetitiveActivityChina:IndCompetitiveActivityReview2003:OEMFreetesteventsOEMInternalcontestCommunications:

OEMs

ServicechainsCompetitiveActivityReview200CompetitiveActivityFreetestevents:Examples.DatefromSpring&servicetoyourheart2weeksfreetestservicesBuickCareNewcarefromnewyearBrillianceAutoNanjingFiatSGMGuangzhouHondaSpecialservicefor4seasonswithloveSincereServiceCareforeverFAW-VWDelivercoolduringsummereventsBeijingHyundaiCheryCheryheartwarmingservicesofwinterSouthEastCheckupforyoursatisfactionofSpringTourismofautumnHainanMazdaToyota2weeksfreetestservicesCompetitiveActivityFreetestCompetitiveActivityServiceSkillsContestsin2003:The3rdAfter-SalesServicesContestDongfeng-Nissan1stNISTECContestToyotaServiceChampionsContestHondaFiatToyotaNissanThe1stServiceContestofNanjingFiat“Nick-Nickel”ContestFAW-VWCompetitiveActivityServiceSkCompetitiveActivitySVWnowonTV:CompetitiveActivitySVWnowonCompetitiveActivitySGM:CompetitiveActivitySGM:CompetitiveActivityToyota:CompetitiveActivityToyota:CompetitiveActivityFAW-Mazda:CompetitiveActivityFAW-Mazda:CompetitiveActivityNanjing-Fiat:CompetitiveActivityNanjing-FiCompetitiveActivityDongfeng-Nissan:CompetitiveActivityDongfeng-NCompetitiveActivityBosch:CompetitiveActivityBosch:4.FAW-VWAfter-Sales4.FAW-VWAfter-SalesFAW-VWAfter-SalesMarketshare:#2SVW

FAW-VW

SGM

OthersFAW-VWAfter-SalesMarketshareFAW-VWAfter-SalesDealernetwork:#2

FAW-VW17FAW-VW12FAW-VW18FAW-VW2FAW-VW31FAW-VW3FAW-VW

4FAW-VW1FAW-VW7FAW-VW3FAW-VW

1FAW-VW

2FAW-VW2FAW-VW31FAW-VW4FAW-VW5FAW-VW14FAW-VW30FAW-VW4FAW-VW5FAW-VW19FAW-VW7FAW-VW3FAW-VW

24FAW-VW5FAW-VW12FAW-VW36FAW-VWAfter-SalesDealernetwoFAW-VWAfter-SalesBrandperception:#10Source:2003AttitudeandImageFAW-VWAfter-SalesBrandpercepFAW-VWAfter-SalesCustomersatisfactionindex:FAW-VW#6Source:JDPowerFAW-VWAfter-SalesCustomersatFAW-VWAfter-SalesO&Ranalysis.CompetitionisgrowingintheAfter-Salesmarket.CommunicationspendingbybothOEMsandIndependentsismultiplying.Customerloyaltydependsonimageperception.Customerexperienceisaverage,butperceptionofFAW-VWAfter-Salesisnotasgoodasitshouldbe,comparetoitsshare.Withincreasedcompetition,itmaygetworse.FAW-VWAfter-SalesO&RanalysisFAW-VWAfter-SalesO&Ranalysis.InahighlycompetitivemarketlikeChina,upgradingperceptioninordertoimprovecustomerloyaltyneedsafullyintegratedcommunicationsprogram.FAW-VWAfter-SalesO&Ranalysis5.Direction5.DirectionDirectionThefirstoptionanalysed:Careforyourcar

Thisisanappealingpropositionbu