“DMG宝来发展规划英文”PPT课件讲义

（Excellenthandouttrainingtemplate）DMG宝来发展规划英文A.BORA20021stHalfYearCommunicationReview1.Brandcommunicationstrategy2.Mediapublicity,PReventsreviewBrandintroductoryperiodOct.2001-Dec.2001ForcefulbrandconceptpopularizingperiodJan.2002-Jun.2002Theme:Controllingpower,enjoyinglifeMeasures:ads,softnews,journalist,dealerevents,expertdrivetestObject:Bringingouttheconceptofthenewproductanditsposition,focusingonitscoreconceptandproductfeatures、Time:Nov.2001toDec,92001Theme:DynamicBora;HappyBoraTimeMeasures:ads,carexhibitionsandtestdriveforconsumers,PRevents,softpbulicityObject:forcefullyspreadandcommunicateoutbrandconceptTime:Dec.92001toJun.2002Theme:Driver’scarMeasures:Ads,promotions,PRevents,softpublicityObject:Penetrateintothelifeoftargetconsumers,reflectthefunofdrivingBoraandthelifestyleandmentalstateoftargetBoraconsumersTime:July2002toDec.2002Communicationexecutionatdifferentstages1、BrandCommunicationStrategyLongtermevents:carexhibition&testdriveBrandconceptconsolidationPeriodJuly2002toDec.312002Boracarsalesvolumetrend（2002.1-7）010002000300040005000600070001234567Jan.Feb.Mar.Apr.MayJun.Borabrandimage,productconfiguration、functionsoftpublicityBorafourcityexhibitionandtestdrive7500km1stmaintenanceadsBoraWorldCupadsBoraWorldCupeventPowerseriesprintadsforecastTVCTeaserPowerBORAseriesinternetadsBORAHappyTimeSeriesPrintadsBoraExhibitionandTestDriveadsBora1.6LLaunchinformingadsChallengerCantoTVCDriver’sinternetadsPraisecantoBoraCoordinationSeriesInternetadsBora1.6LLaunchThe500,00thcar(BORA)off-linecelebrationJuly2.BranddirectionAccordingtothebranddirectionandthefeedbackfromthepublic,customersanddealers,starttorichthebrandimageofBoraandprepareforcommunicationconceptadjustment,andvia“BoraHappyTime”seriesprintadsofthenextstagetomakeapreparationPraisecantoCountrysidetimecantoCoffeeTimecantoDatetimecantoTEASERforecastChallenge“PowerBroa”imageads“BoraDriber’scar”imageadsPrintadsTVCInternetadsOutdoorsads“PowerBora”Seriesoutdoorsboard3PReventsEversincethelatterhalfof2001tothefirsthalfof2002,inordertohelpBorasetupitsindividualityinitsproductandbrandimage,aswellashelpthepublic,especiallythepotentialconsumerstoknowBora,toexperienceBoraandlikeit,andfinallyachieveabettersales,followingPReventsaredesignedandplannedENTERPRISEIMAGE:The500,000thBorasteppingdownfromtheassemblylineofFAW-VWProductionpopularization:BORALaunchTetralogy（Boraoff-line、Borarelease,Boraformallaunch、Bora1.6Llaunch）“ExperiencingBora,enjoythefun”2002BoranationwidecarexhibitionandtestdriveBrandimage:“Watchingexcitinggames,enjoyingBoraexcitement”The500,000thBorasteppingdownfromtheassemblylineBora1.6LlaunchWatchingexcitinggames,enjoyingBoraexcitement”ExperiencingBora,enjoyingthefunofdrivingMarketenvironmentConsumersBrandpositioningBorabrandcoreconceptToexcavatethebrandcoreconceptRaisetheproductimageEnrichtheproductconnotationEnsurethealreadygotfruitExpandmarketpositioningdistinction1.ViatargetcustomerunderstandingtoextendBoraimagethatcoincidentallymatchthelivingstyle,philosophyandvaluejudgementofourtargetcustomer.2.BythechangeoflaunchingBora1.6,asecondphaseofBoraimageestablishmentandcommunicationstrategywillbeimplementedtoproactivelyapproachcustomer’sdailylifeasaresulttogaintheirrecognitionandpreference.Coremessagedelivery:CommunicationStrategyforthelatterhalfof2002CaritselfDriverObjectivelyMentallyPhysicalConsiderationPsychologicalThinkingTARGETCOMSUMERS:ThebuyersofBorabelongtotheburgeoningmiddleclasswhoenjoyagoodtaste,andelicatesentimentandastrongsenseofego,movinguptopeakoftheirlife.Whentheyarepurchasingcars,theyseldomfollowthecommontrend:it'snottheirstyletobuyluxuriouslylookingbutcompletelyjoylesscars,consideringthefunofdriving,justoutofvanity.Fullofconfidence,defyingtheboundary,theyarechallengingthemselvesallthetime.Theyachievesuccessesforphases,whichareunusualforthepeopleoftheirage,withtheirwisdom,knowledgeanddiligence,holdingaboundconfidenceandhopeforthefuture.Suchagroupofpeopleemphasisself,possessofcreativityandarefullofyouthfulspirit.ANALYSISDISCOVERY:Theyliketoshowtheirabilityofoutdoingthemselvesandcontrollingtheirlifewithease,aswellastheirfeelingofthesuperiorityarisingfromthis.Bydoingthese,theydrawappreciation,praiseandadmirationfromotherpeople.BORACOMMUNICATIONBRIEFNAMEPLATEOFFERS:ExperiencingoftheexcitementandfunofselfchallengePOSITIONING:Driver’sCarAIM:Boraisacarthathasadeepunderstandingoflife,asitcanreflectmyvaluesandattitudetowardlife,andatthemeantime,Iquitebelievethatitsperformanceisfairlygood,sowhenIwanttobuyacar,ifI‘mwelloffenough,Iwillchoose1.8T,ifnot,a1.6willbeagoodchoice..Statusinquo:IacknowledgethatBoraisadynamicpersonalcar.AnddrivingBoracansatisfymyrequirementforpoweraswellasforconfirmationfromotherpeople.Tome,generallyspeaking,itisanicecar.WhenIamchoosingacar,BorawillbeonthelistofconsiderationSUPPORT:Stronginpower,moderninshape,fashionableindesign,advanceinassembly,andexcellentinratioofperformanceandpriceTONEOFPUBLICITY:Modernity,sensibility,confidenceRULESGOVERNINGTHEEXECUTION:1.Pressingclosetothelifeformofthetargetconsumers,theoriginalityshouldbeinaccordancewiththeirvaluesandpsychologicalstate2.Confusionshouldbeavoidedbetweenthetraditionalopinionof"havingachievedsuccess"andtheimageofenterprisingandgainingperiodsuccessoneafteranother.(Thelatteriswhatshouldbemanifested.)3.Gettingridofthecreatingmethodofunilaterallyfocusingonyouthandcolor.4.Thesensiblewayofexhibitingtheideashouldplayamostimportantpartintouchingtheconsumerspsychologicallyandthepowerofhumorwillsometimesplayakeyrole.BrandintroductoryperiodOct.2001-Dec.2001ForcefulbrandconceptpopularizingperiodJan.2002-Jun.2002BrandconceptconsolidationPeriodJuly2002toDec.312002Subject:Drivingpower,endlessexcitementforlifeObjective:forcefullypromotethenewproductconceptandpositioningTopic:powerBora；BorahappytimeObjective:ForcefulbrandconceptpopularizingTopic:ExceedingFunandexecitementMethod:Ads、SP、PRevents、SoftcommunicationBranddirection:fromrationaltosensational,fromcartocarowners、fromphysicaltopsychologialAdvertising:Brandads、functionads、eventcoordinationadsPRevents：Brandimage：carownerevent、carsubjectevents,sports、CulturaleventsponsorshipSP：Buyingcars,winningthechancetoattendBoraspecialtrainingcamp、“Comfortableupgradingversion”SP、areapromotion（Shenzhen、Chengdu）Afterservive：afterservicemonth、servicecenterchallengeStagecommunicationexecutionstrategy2002BoraBrandBuildingStrategy：3BStrategyNamePlateBuildingRelationshipBuildingWin-WinBuildingStep1Step2Step3Aug.8,2001Aug.20022003Demonstrationof3BStrategyBuildingofNamePlate　－Thekeyoflaunchofnewproductsistobuildagoodbrandimageamongtheconsumersandexpandthebrandfame.　－Afteraboutoneyear’sadvertising,PRevents,Borahassetupaconsiderablebrandimageamongtheconsumers.　BuildingofRelationship　－Duringthebranddevelopment,theestablishmentofagoodrelationshipwithconsumers,mediaanddealersisakeytoitsconsistentdevelopment.　－Byusingdifferentstrategies,closetherelationshipwiththemandsetupagoodbrandrelation.BuildingbyWin-Win　－Duringthematurestageofthebrand,theconstructionofacompleteandpersonalservice,aimingatachieveawin-winmodeforboththemanufacturerandtheconsumerswillaffectthefurthergrowthofthebrand.NamePlateBuildingMarketPositioningAbovethelineBelowthelineTVCPrintadsInternetEventsPRTeaserChallengerDynamicBoraSeriesPraiseCantoHappyTimeSeriesInternetadsMiniinternetcoordination-BoraLaunch(Xiamen)-1stBoraHanding-overCeremony-ExhibitionandTestDrive-Bora1.6LaunchHaichenDailycommuni-cationRelationsBuildingCustomerrelationsmanagementCRMDealerrelationsmanagementDRMMediarelationsManagementMRMCarownersPotentialconsumersAnniversaryofBORAlaunchBoraoperaCareforJetta,ExperienceBoraBorahandbookInternetServiceimageSalesPromotion“ServiceStar”Challenge“SalesMaster-hand”ChallengeSpringFestivalSPLogisticsupportFunctionTVCPublicizinggiftproductionRulesfordealersMediasaloonWin-winBuildingCustomersF-VWBrandLoyalitySalesIncreaseCarConfigurationTechnologyPriceLevelBoraGradingOwnerBenefitsStrongName-plateSalesGrowthQualityServicesWordofMounthBrandAssetWhydoweneedtobuildCRM？CRMhasbecomeacoreofcorporatecompetitionstrategyaswellasaprofitincreasingpoint.Onlywhenacorporatereallyunderstandsandgraspstheneedofcustomerscantheyadjusttothemarketdemandandgetanupperhandinthefiercemarket.CRMManagementCustomerdatabaseContactchannelActivitiesUpdatingofthedataFAW-VWCarownerDealerDirectmailingE-mailTelephoneSMSClubCarownerfeedbackDealerinformationMonthly-publishedmagazineClubactivities（periodical）Subjectevents（withinterval）（Integralscoresrecord)（magazineandactivities）1234Recenteventplan1、CareforJetta,newexperiencefromBora2、“Salesmaster-hand、ServiceStar”challenge3、BoraMediaSaloonPlan4、“ExcitingBora，enjoyableopera”roadshowproposal5、“BoraClub”MagazineCareforJetta,newexperiencefromBoraCampaignSchedule：A.ContactBoraowners：Sept.15-Sept.25Criteria:Jettaowners(over5yrs)------purchaseofthenamelistContactmethod:collectthenamelistofJettaownerswhoarewillingtochangeforanewcarContactcontent:findouttheirpossiblechangingtarget:BORA1.6，1.8，.1.8TB.ExecutionoftheTestDrive:Oct.1-Oct.7Location:Guangzhou,Beijing,andotherplaceswhereJettasaleshavebeencarriedoutforquitealongtime.Preparation:confirmationofthelocation,placeandrelevantmaterialforthetestdriveExecutionplan:referto“ExperienceBora,enjoythefun”testdriveC.FollowupthesalestoJettaowners：afterOcto.7Drivingfeeling:findoutthepurchaseintentionofJettaownersandfollowupDiscountactivity:BoundgiftsorgivediscounttoJettaownerswhentheybuyBoracarHotnewsforMedia：Jettaownersgathering　InviteagroupofBoraownerstoattendthetestdriveandsharethedrivingpleasureofBoraAwardforbuyingBora　JettaownerswhobuyBoraafterthetestdrivewillbegivenaticketto“ExcitingBora,enjoyableopera”Mediasaloon　Attracttheattentionofthejournalistswithmediasaloon　Saloontopic:notconfirmedyetWin-winmode　ThiswillbeanexampleinshowingtheeffortofFAW-VWinraisingthecomprehensivestrengthbycombiningthesalesforceofJettaandBora.Itisabrandnewmodeof“care-for-the-customermanagement”Publicitycoordination:Sept.1-Oct.10“CareforJetta,newexperiencefromBora”HardadsOtherformsSoftadsTothepublicCampaignannouncementCampaignpublicityTothetargetbuyersPublicityUrgingtheparticipationTothepublicPublicityofCIandbrandimageRadiostation,Newspaper,Internet,etc.ExhibitionhalldecorationDirectmailingpublicityMagazine,newspaper,internet2002BORA“Salesmaster-hand、ServiceStar”Challenge　　　　　　2002Bora“SalesMaster-hand”Challange　　　－－Pre-sales,mid-salesserviceeventTheimportantdutyofsalespeople　RepresentativeoftheCorp.:theirdemeanor,wordsanddeeds,directlyaffectthecorporateimage　Consultantforconsumers：theyaretheconsultforconsumersunfamiliarwithcars,whomakeupthemajorityofthecustomers.　Thefrontofknowingthemarket:directlyfindouttheneedofconsumersandthesituationoftheircompetitors　Createtheneed：createtheconsumptiondesireandtheopportunityofchoosingBoraEstablishanintegratedservicesystem　Thenarrowsenseofservicefocusesonafter-service,whileactually,pre-service,andmid-serviceshowtheservicequalityandsensetoo.。Upgradethecapacityofsalesgroup　Underthecompetitionmechanism，salespeoplewillbemoreactiveandfullofinitiative.　BackgroundExpectedeffectivenessPublicizetheservicetenetofFAW-VW　Viatheevent,publicizetheservicetenetofFAW-VWandestablishagoodserviceimage.Perfectservicesystem　Establishtheconceptofintegratedservice,andenhancetheservicesenseofsalespeopleEstablishacompetitionmechanismamongsalespeople　Viatheevent,establishacompetitionmechanismamongsalespeoplesoastointensifytheircompetitionsenseandraisetheservicequalityIncreasethesalesvolume　Byoptimizingtheservicequalityandsenseofthesalespeopletoincreasetheratioofcontactsuccess.EventScheduleAreamanagergradingSep.10-Sep.25Area‘BestServiceCenter’competitionServicecenter‘Serviceambassador’Aug.20-Sep.10CustomergradingSep.25BORA‘BestServiceCenter’“ServiceStar’competitionPrewarmstage:gradingPrimarystage:areaselectionFinalstage:championselection2002Bora“ServiceStar”Challenge　　　　　　　　　－－AfterserviceeventEventScheduleAreamanagergradingSep.10-Sep.25Area‘BestServiceCenter’competitionServicecenter‘Serviceambassador’Aug.20-Sep.10CustomergradingSep.25BORA‘BestServiceCenter’“ServiceStar’competitionPrewarmstage:gradingPrimarystage:areaselectionFinalstage:championselectionFeedbackfromservicedepartmentandareaofficeThegradingsystemoftheconsumerstotheservicecenterandservicepersonnelisnotscientific.Fullyutilizethesurveyresult(MarchtoJune)providedbytheafterservicedepartmenttoassisttheexecutionoftheevent.Thiscompetitionwillaffectthefutureserviceoftheservicecenters.Themethodofgivingconsumersmorefavorisfeasible.AdjustmentUsethepre-phaseresultofsurveytobuildthegradingcriterionAccordingtothefeedbackfromtheservicedepartment,changethe“StarServiceCenter”competitionto“ServiceStar”Competitionsoastoincreasethefeasibilityinexecution.Asfortheconsumers,theywillbepresentedwitheventsoffavorinsteadofparticipatinginthegrading.Simplilzethetheeventcontentsoastomakeitmucheasytocarryout.BORAMediaSaloonProgramObjectiveViamediasaloon,invitethemediapeopleandsubtlyaskthemtopaymoreattentiontothepositiveinformationofFAW-VWandkeepalowtonetothenegativepart.InformFAW-VWoftheholdingofthiskindofsaloonregularlyAttracttheattentionofjournaliststoFAW-VWagainandincreasetheexposurefrequencyofFAW-VWproducts,andthecontactfrequencywithcustomersBetterthecommunicationbetweenFAW-VW,itsdealersandjournalists,tomakethejournalistsgivefull-coverageofFAW-VWTofurtheroptimizerelationshipwithmediaresourcesMediaresourcesanalysisinShanghai,ZhejiangandJiangsuAreaReleaseMedia：Shanghai—《XinminEvening》《NewsMorning》Jiangsu—《YangtzeEvening》《NanjingDaily》《XinhuaDaily》Zhejiang—《QiangjiangEvening》《MetropolitanExpress》Forthemoment,thecontactwiththeeditorsandjournalistsisfarmorelessthantheaddepartmentofthenewspaperpress；Atpresent,manymediahavestartedtheirAutoColumnforAutoSpecialEdition;itcallsforacontactwiththenewbornmedia.ViasomePRevents,wekeepintouchwithmajormediainShanghai,JiangsuandZhejiangarea,butmorecontactisneededtocontinuethegoodrelationship.Competitorssituation：Withthehelpofgeologicaladvantage,Shanghai-VWandGMcanupdatetheinformationoftheircorporateandoftheirproductsintimeandwithease,andtheirmediaexposurefrequencyisveryhigh.AreacoordinationactivitiesExpectedeffectiveness：IntensifythecommunicationandexchangewithmajormediaConsolidatetherelationshipwithmediaandfacilitatenewsreleaseandin-depthreport,decreasethenegativereport.Workwithareatoavailthepublicityofactivityresult.RaisethecontactfrequencybetweenthecorporateandtheconsumersAreaactivitiesMediacontactMediasaloonBORADMGDMGDMGMediasaloonformatInformaldiscussion＋interactiveexchangeSaloonformatInformaldiscussion+interactiveexchangeUsingnovelactivitiestoarousetheattentionofmediaInformalformatwillhelptonurturegoodrelationshipItcanhelptomakein-depthexchangewithmediaMajorEffortForm:InteractiveinformalexchangeLocation:SuzhouTaihuLakeNationalResortTime:BeginningofSept.2002Topic:HOWTOUTILIZEHOLIDAYCARBUYINGDOMINOEFFECTRange：MediafromShanghai/Zhejiang/JiangsuJournalistnamelist:Mediajournalists,professionaljournalistsfromShanghai/Zhejiang/Jiangsu（WaitingforconfirmationfromFAW-VW）MediaSaloonforShanghaiandnearbyareasMediaSaloonforShanghaiandnearbyareasinSept.2002Sept.2002-Mar.2003Shanghai,ZhejiangandJiangsuMediaSaloonPlan.Topic:BoraSalesReviewBora&ChinaNewMiddleClassForm:Informaldiscussion＋InteractivegamesTopic:BoraLaunchAnniversaryRetrospectandvistaForm:MediameetingTopic:BoraNewYearphenomenonForm:Informaldiscussion＋interactivegamesTopic：HowtokeepthenewcareffectForm:Informaldiscussion＋interactivegamesTopic:Broa1.6LSPMediacampaignForm：InformaldiscussionTopic：FAW-VWProductcomprehensiveassessmentForm:TeapartySep.2002Oct.2002Nov.2002Dec.2002Jan.2003Feb.20032002“CustomerSolicitudeCampaign“ExecitingBora，enjoyableopera”Meaningoftheactivity(1)Perfecttherelationshipwiththecustomers　StrengthentherelationshipbetweenFAW-VWanditscustomers(2)Nurturethesuperioritycomplexofthecarowners　AccordingtothepersonalityandpsychologicalneedtochoosehighqualityactivitiesofBoraowners,raisetheascriptionsenseandsuperioritycomplexoftheowners(3)Emphasizethefeaturesofoperas　　Worldfamousoperasbelongtohighqualitymentalprovisionwellacknowledgedbythesociety,andthepursuitandenjoymentofarthavebeenrecognizedbythewell-offpeopleSalespromotion　　Throughthestrengtheningofthesuperioritycomplex,ascriptionsenseofthecarowners,buildupagoodpublicpraiseforBorasoastopromotetheBorasalesinthelongrun.ExpectedeffectivenessOptimizetheservicequalityofBoracarandstrengthenthepersonalityserviceofFAW-VW.　Perfectthecustomerrelationshipmanagement,reinforcethecommunicationandinteractivity　RaisethepublicpraiseofBoraandtriggerthesuperioritycomplexoftheownerssoastobuildagoodpublicpraise.CreateahotspotforthesocietyandattracttheattentionofthemediatoFAW-VWandBora，buildupaniceCIandproductimageEventFeatures:Format:：ModernOperaCharacteristic:Personality,HighQuality，MutualCommunication，ExcitingenjoymentTargetCusotmer：1、Boraownersandpotentialconsumers，Urbanhighlevelwhite-collar；2.Successfulperosns,Mediagroup,Famousperson,ArtistsEventplanEventplanContentFeaturesTitle　“ExecitingBora，enjoyableopera”Road-show-Widerangedpublicityeffect-Expandtheproductpopularity-IntensifythepublicpraiseofBoraDebut-Mediapressconference-Operadebut-Carownersandtheirfriends/media/socialelitsandartists-Enhancetherelationshipwithmedia-ArousethepublicattentionTimesBeijing,Guangzhou,ShanghaiThreesceneseveryplacePublicitycoordinationExcitingBora，enjoyableoperaAdsTVstations/radiostations/NewspaperSoftnewsTV/NewspaperExhibitionhallofdealersDM,directmarketingInternetSupplementofthreemajormediaFacetheconsumersdirectlyExertasubtleeffectonraisingthepublicpraiseandaccumulatethesocialfavortothebrandVisualdecorationIntensifytheatmosphereMedia(familiarbytheconsumers)VCDMemoryeffectretrospectdisplayPrepationAug.-Sept.2002ExecutionOct.2002Estimationandsummarization　Nov.2002Eventexaminationandapproval,projectsetupContactthechoricgroupandpreparefortheeventPreparationofpublicitymaterialsPersonnelorganizationTime:Aug.-Sept.2002Location:Beijing,Shanghai,GuangzhouScene:3sceneseveryplaceMediaandcarownersinvitationMaterialproduction,spotarrangementRehearsalTime:Octo.2002ClippingcollectionEffectivenessestimationNov.2002TimeTableThroughtheperiod:CustomermanagementLongtermactivity:softpublication“BoraClub”MagazineObjective:UtilizethecomprehensiveforceofthemediasoastoconsolidateBora’sleadingpositioninthetopgradecarmarketinthelongrun；ClosetheconsumerstoBora，nurtureaconsumerofBora,solidifythebrandfaithofBoraowners；IncreasethepublicitychannelofBoracommunication，intensifytheforceStrategy:FoundageneralmagazinespecializedinintroducingBoraand“clothing,food,housingandtransportation”aswell.Releasethroughoutthecountry；PassonthelatestnewsofFAW-VW；Caterfortheinterestandvaluesofsuccessfulpeople,deliverthelifehappinessofowningBoraMagazinecontent“BoraClub”LatestnewsofBora,PReventsNeweliteinterviewLatestnewsfrombothhomeandabroadOthersubjectsApparel,foodcollection；architecture1.6LLaunch；BoraWorldCupNight；BoraexhibitionandtestdrivearoundthecountryHeadof“Boraownergroup”－YangZhentingSeekingtheannihilate“LouLan”；LegendBusyModecombinationofcapitalandtechnology；MagazinedistributionDealer’sexhibitionhallCarBeautyParlorCarExhibitionspotCarsalesmarketLargeshoppingmallTopgradeofficebuildingMagazinefreegivingIssuethroughoutthecountryBoraclub演讲结速，谢谢观赏！Thankyou.PPT常用编辑图使用方法1.取消组合2.填充颜色3.调整大小选择您要用到的图标单击右键选择“取消组合”右键单击您要使用的图标选择“填充”，选择任意颜色拖动控制框调整大小商务图标元素商务图标元素商务图标元素商务图标元素