宝来发展规划模板课件.pptx

1、Bora Communication Plan Proposal2002-08-102002-08-10A.BORA 2002 1st Half Year Communication ReviewBrand introductory periodOct.2001-Dec.2001Forceful brand concept popularizing periodJan.2002-Jun.2002Theme:Controlling power,enjoying lifeMeasures:ads,soft news,journalist,dealer events,expert drive tes

2、tObject:Bringing out the concept of the new product and its position,focusing on its core concept and product features、Time:Nov.2001 to Dec,9 2001 Theme:Dynamic Bora;Happy Bora TimeMeasures:ads,car exhibitions and test drive for consumers,PR events,soft pbulicityObject:forcefully spread and communic

3、ate out brand conceptTime:Dec.9 2001 to Jun.2002Theme:Drivers carMeasures:Ads,promotions,PR events,soft publicityObject:Penetrate into the life of target consumers,reflect the fun of driving Bora and the life style and mental state of target Bora consumersTime:July 2002 to Dec.20021、Brand Communicat

4、ion StrategyLong term events:car exhibition&test driveBrand concept consolidation Period July 2002 to Dec.31 2002Bora car sales volume trend（2002.1-7）0 0100010002000200030003000400040005000500060006000700070001 12 23 34 45 56 67 7Jan.Feb.Mar.Apr.MayJun.Bora brand image,product configuration、function

5、 soft publicityBora four city exhibition and test drive7500km 1st maintenance adsBora World Cup adsBora World Cup eventPower series print ads forecast TVC Teaser Power BORA series internet adsBORA Happy Time Series Print ads Bora Exhibition and Test Drive adsBora 1.6L Launch informing adsChallenger

6、Canto TVCDrivers internet adsPraise cantoBora Coordination Series Internet adsBora 1.6L LaunchThe 500,00th car(BORA)off-line celebrationJuly2.Brand directionAccording to the brand direction and the feedback from the public,customers and dealers,start to rich the brand image of Bora and prepare for c

7、ommunication concept adjustment,and via“Bora Happy Time”series print ads of the next stage to make a preparationPraise cantoPraise cantoCountryside Countryside time cantotime cantoCoffee Time Coffee Time cantocantoDate time Date time cantocantoTEASER forecastTEASER forecastChallengeChallenge“Power B

8、roaPower Broa”image ads image ads“Bora DriberBora Dribers cars car”image ads image ads“Power BoraPower Bora”Series outdoors board Series outdoors board3 PR events3 PR eventsEver since the latter half of 2001 to the first half of 2002,in order to help Bora set up its individuality in its product and

9、brand image,as well as help the public,especially the potential consumers to know Bora,to experience Bora and like it,and finally achieve a better sales,following PR events are designed and plannedENTERPRISE IMAGE:The 500,000th Bora stepping down from the assembly line of FAW-VWProduction populariza

10、tion:BORA Launch Tetralogy（Bora off-line、Bora release,Bora formal launch、Bora 1.6L launch）“Experiencing Bora,enjoy the fun”2002Bora nationwide car exhibition and test driveBrand image:“Watching exciting games,enjoying Bora excitement”The 500,000th Bora stepping down from the assembly lineBora 1.6L l

11、aunchWatching exciting games,enjoying Bora excitement”Experiencing Bora,enjoying the fun of drivingMarket Market environmentenvironmentConsumersConsumersBrand positioningBrand positioningBora brand Bora brand core conceptcore conceptTo excavate the brand core conceptRaise the product imageEnrich the

12、 product connotationEnsure the already got fruitExpand market positioning distinction1.Via target customer understanding to extend Bora image that coincidentally match the living style,philosophy and value judgement of our target customer.2.By the change of launching Bora 1.6,a second phase of Bora

13、image establishment and communication strategy will be implemented to proactively approach customers daily life as a result to gain their recognition and preference.Core message delivery:Communication Strategy for the latter half of 2002 Car itself Driver Objectively MentallyPhysical ConsiderationPs

14、ychological ThinkingTARGET COMSUMERS:The buyers of Bora belong to the burgeoning middle class who enjoy a good taste,an delicate sentiment and a strong sense of ego,moving up to peak of their life.When they are purchasing cars,they seldom follow the common trend:its not their style to buy luxuriousl

15、y looking but completely joyless cars,considering the fun of driving,just out of vanity.Full of confidence,defying the boundary,they are challenging themselves all the time.They achieve successes for phases,which are unusual for the people of their age,with their wisdom,knowledge and diligence,holdi

16、ng abound confidence and hope for the future.Such a group of people emphasis self,possess of creativity and are full of youthful spirit.ANALYSIS DISCOVERY:They like to show their ability of outdoing themselves and controlling their life with ease,as well as their feeling of the superiority arising f

17、rom this.By doing these,they draw appreciation,praise and admiration from other people.BORA COMMUNICATION BRIEFNAMEPLATE OFFERS:Experiencing of the excitement and fun of self challengePOSITIONING:Drivers CarAIM:Bora is a car that has a deep understanding of life,as it can reflect my values and attit

18、ude toward life,and at the mean time,I quite believe that its performance is fairly good,so when I want to buy a car,if Im well off enough,I will choose 1.8T,if not,a 1.6 will be a good choice.Status in quo:I acknowledge that Bora is a dynamic personal car.And driving Bora can satisfy my requirement

19、 for power as well as for confirmation from other people.To me,generally speaking,it is a nice car.When I am choosing a car,Bora will be on the list of considerationSUPPORT:Strong in power,modern in shape,fashionable in design,advance in assembly,and excellent in ratio of performance and priceTONE O

20、F PUBLICITY:Modernity,sensibility,confidenceRULES GOVERNING THE EXECUTION:1.Pressing close to the life form of the target consumers,the originality should be in accordance with their values and psychological state2.Confusion should be avoided between the traditional opinion of having achieved succes

21、s and the image of enterprising and gaining period success one after another.(The latter is what should be manifested.)3.Getting rid of the creating method of unilaterally focusing on youth and color.4.The sensible way of exhibiting the idea should play a most important part in touching the consumer

22、s psychologically and the power of humor will sometimes play a key role.Brand introductory periodOct.2001-Dec.2001Forceful brand concept popularizing periodJan.2002-Jun.2002Brand concept consolidation Period July 2002 to Dec.31 2002Subject:Driving power,endless excitement for lifeObjective:forcefull

23、y promote the new product concept and positioningTopic:power Bora；Bora happy timeObjective:Forceful brand concept popularizing 2002 Bora Brand Building Strategy：3B StrategyName Plate BuildingRelationship BuildingWin-Win BuildingStep 1Step 2Step 3Aug.8,2001 Aug.20022003Demonstration of 3B StrategyBui

24、lding of Name PlateThe key of launch of new products is to build a good brand image among the consumers and expand the brand fame.After about one years advertising,PR events,Bora has set up a considerable brand image among the consumers.Building of Relationship During the brand development,the estab

25、lishment of a good relationship with consumers,media and dealers is a key to its consistent development.By using different strategies,close the relationship with them and set up a good brand relation.Building by Win-WinDuring the mature stage of the brand,the construction of a complete and personal

26、service,aiming at achieve a win-win mode for both the manufacturer and the consumers will affect the further growth of the brand.Name Plate BuildingMarket PositioningAbove the lineBelow the lineTVCPrint adsInternetEventsPRTeaserChallengerDynamic Bora SeriesPraise CantoHappy Time SeriesInternet adsMi

27、ni internetcoordination-Bora Launch(Xiamen)-1st Bora Handing-over Ceremony-Exhibition and Test Drive-Bora 1.6 LaunchHaichenDaily communi-cationRelations BuildingCustomer relations managementCRMDealer relations managementDRMMedia relationsManagementMRMCar ownersPotential consumersAnniversary of BORA

28、launchBora operaCare for Jetta,Experience BoraBora handbookInternetService image Sales Promotion“Service Star”Challenge“Sales Master-hand”ChallengeSpring Festival SPLogistic supportFunction TVCPublicizing gift productionRules for dealersMedia saloonWin-win BuildingCustomersF-VWBrand LoyalitySales In

29、creaseCar ConfigurationTechnologyPrice LevelBora GradingOwner BenefitsStrong Name-plateSales GrowthQuality ServicesWord of MounthBrand AssetWhy do we need to build CRM？CRM has become a core of corporate competition strategy as well as a profit increasing point.Only when a corporate really understand

30、s and grasps the need of customers can they adjust to the market demand and get an upper hand in the fierce market.CRM ManagementCustomer data baseContact channelActivitiesUpdating of the dataFAW-VWCar ownerDealerDirect mailing E-mailTelephoneSMSClubCar owner feedback Dealer informationMonthly-publi

31、shed magazineClub activities（periodical）Subject events（with interval）（Integral scores record)（magazine and activities）1234Recent event plan1、Care for Jetta,new experience from Bora2、“Sales master-hand、Service Star”challenge3、Bora Media Saloon Plan4、“Exciting Bora，enjoyable opera”road show proposal5、

32、“Bora Club”MagazineCare for Jetta,new experience from BoraCampaign Schedule：A.Contact Bora owners：Sept.15-Sept.25Criteria:Jetta owners(over 5yrs)-purchase of the name listContact method:collect the name list of Jetta owners who are willing to change for a new carContact content:find out their possib

33、le changing target:BORA1.6，1.8，.1.8TB.Execution of the Test Drive:Oct.1-Oct.7Location:Guangzhou,Beijing,and other places where Jetta sales have been carried out for quite a long time.Preparation:confirmation of the location,place and relevant material for the test driveExecution plan:refer to“Experi

34、ence Bora,enjoy the fun”test driveC.Follow up the sales to Jetta owners：after Octo.7Driving feeling:find out the purchase intention of Jetta owners and follow upDiscount activity:Bound gifts or give discount to Jetta owners when they buy Bora carHot news for Media：Jetta owners gatheringInvite a grou

35、p of Bora owners to attend the test drive and share the driving pleasure of BoraAward for buying BoraJetta owners who buy Bora after the test drive will be given a ticket to“Exciting Bora,enjoyable opera”Media saloonAttract the attention of the journalists with media saloonSaloon topic:not confirmed

36、 yetWin-win modeThis will be an example in showing the effort of FAW-VW in raising the comprehensive strength by combining the sales force of Jetta and Bora.It is a brand new mode of “care-for-the-customer management”Publicity coordination:Sept.1-Oct.10“Care for Jetta,new experience from Bora”Hard a

37、dsOther formsSoft adsTo the publicCampaign announcementCampaign publicityTo the target buyersPublicityUrging the participationTo the publicPublicity of CI and brand imageRadio station,Newspaper,Internet,etc.Exhibition hall decorationDirect mailing publicityMagazine,newspaper,internet2002 Bora“Sales

38、Master-hand”ChallangePre-sales,mid-sales service eventThe important duty of sales peopleRepresentative of the Corp.:their demeanor,words and deeds,directly affect the corporate imageConsultant for consumers：they are the consult for consumers unfamiliar with cars,who make up the majority of the custo

39、mers.The front of knowing the market:directly find out the need of consumers and the situation of their competitorsCreate the need：create the consumption desire and the opportunity of choosing BoraEstablish an integrated service systemThe narrow sense of service focuses on after-service,while actual

40、ly,pre-service,and mid-service show the service quality and sense too.。Upgrade the capacity of sales groupUnder the competition mechanism，sales people will be more active and full of initiative.Expected effectivenessPublicize the service tenet of FAW-VWVia the event,publicize the service tenet of FA

41、W-VW and establish a good service image.Perfect service systemEstablish the concept of integrated service,and enhance the service sense of sales peopleEstablish a competition mechanism among sales peopleVia the event,establish a competition mechanism among sales people so as to intensify their compe

42、tition sense and raise the service qualityIncrease the sales volumeBy optimizing the service quality and sense of the sales people to increase the ratio of contact success.Event ScheduleArea manager gradingSep.10-Sep.25Area Best Service Center competition Service center Service ambassadorAug.20-Sep.

43、10Customer grading Sep.25BORA Best Service Center“Service Star competitionEvent ScheduleArea manager gradingSep.10-Sep.25Area Best Service Center competition Service center Service ambassadorAug.20-Sep.10Customer grading Sep.25BORA Best Service Center“Service Star competitionFeedback from service de

44、partment and area officeThe grading system of the consumers to the service center and service personnel is not scientific.Fully utilize the survey result(March to June)provided by the after service department to assist the execution of the event.This competition will affect the future service of the

45、 service centers.The method of giving consumers more favor is feasible.AdjustmentUse the pre-phase result of survey to build the grading criterionAccording to the feedback from the service department,change the“Star Service Center”competition to“Service Star”Competition so as to increase the feasibi

46、lity in execution.As for the consumers,they will be presented with events of favor instead of participating in the grading.Simplilze the the event content so as to make it much easy to carry out.BORA Media Saloon ProgramObjective Via media saloon,invite the media people and subtly ask them to pay mo

47、re attention to the positive information of FAW-VW and keep a low tone to the negative part.Inform FAW-VW of the holding of this kind of saloon regularly Attract the attention of journalists to FAW-VW again and increase the exposure frequency of FAW-VW products,and the contact frequency with custome

48、rs Better the communication between FAW-VW,its dealers and journalists,to make the journalists give full-coverage of FAW-VW To further optimize relationship with media resourcesMedia resources analysis in Shanghai,Zhejiang and Jiangsu Area Release Media：ShanghaiXinmin EveningNews Morning JiangsuYang

49、tze EveningNanjing Daily Xinhua Daily ZhejiangQiangjiang Evening Metropolitan Express For the moment,the contact with the editors and journalists is far more less than the ad department of the newspaper press；At present,many media have started their Auto Column for Auto Special Edition;it calls for

50、a contact with the new born media.Via some PR events,we keep in touch with major media in Shanghai,Jiangsu and Zhejiang area,but more contact is needed to continue the good relationship.Competitors situation：With the help of geological advantage,Shanghai-VW and GM can update the information of their