东方仁德-大众品牌升级及传播策略方案EN演示教学.ppt

东方仁德东方仁德-大众品牌升级大众品牌升级及传播策略方案及传播策略方案ENEN2Agenda1.Customer loyaltySales/After-Sales 2.Automotive MarketSales/After-Sales3.Competitive ActivityOEMsIndependents 4.FAW-VW:After-SalesMarket situationO&R Analysis5.DirectionCustomerKey Message6.Concepts&IdeasIntegrated program7.Conclusion1.Customer loyalty4SalesAfter-SalesCustomer loyaltyThe traditional dealer division:5SalesAfter-SalesCustomer loyaltyBut in a very competitive market,theyre closely linked.6SalesAfter-Sales(contact)After-Sales(attribute)Customer loyaltyThe connection starts before purchase.l32%believe After-Sales Service is an attribute when buying a car.Source:China Operation&Management Survey,20037SalesAfter-Sales(contact)After-Sales(attribute)After-Sales(contact)After-Sales(contact)SalesPre-purchase leading to SalesPurchaseBetween purchase-leading to resale value of current car&brand loyalty for next car.Re-purchaseCustomer loyaltyHow customer loyalty is maintained.Far more contact with After-Sales than with Sales.8Customer loyaltyThe loyalty circle.The benefit returns to After-Sales again and again.FAW-VWSalesFAW-VWAfter-SalesFAW-VWAfter-SalesFAW-VWAfter-Sales9Loyal FAW-VW customersPeople influenced by loyal FAW-VW customersCustomer loyaltyFull impact of customer loyalty.People influenced by loyal FAW-VW customersPeople influenced by loyal FAW-VW customers10Customer loyalty to FAW-VW comes from both Sales and After-Sales.In a competitive market,both Sales and After-Sales must contribute to building customer loyalty.The loyalty circle shows that the benefits come back to After-Sales again and again.The effect is multiplied by customers influencing others.Customer loyaltySummary:2.Automotive Market12Automotive MarketA brief review of how competitive the automotive market really is in China:lSaleslAfter-Sales13Automotive Market:Sales 20 years ago,just 60 private cars-now over 10m.600k500K400K300K250K200K150K100KSource:ARAl37 new car models launched in 200314Automotive Market:SalesToday there are 123 car manufacturers in China.Source:中国 Statistics Bureau,2003Source:China Statistics Bureau,2003Source:China Statistics Bureau,2003:Supply now exceeds demand.15Automotive Market:SalesCommunications spending is multiplying.RMB 000RMB 000142%297%81%131%19%2234%132%Source:CVSC-TNC Research,2003.Category:100,000-200,000 RMB16Automotive Market:SalesFuture sales projection.Source:ARA17Automotive MarketlIntense competition in After-Sales.lIntense competition in Sales.Implication:18Automotive Market:After-SalesAfter-Sales enterprises in China.2003:600K(E)2002:500K2001:220KSource:Sino Net 19Automotive Market:After-SalesMarket projection.Source:Boston Consulting Group,Access Asia(inc.after-sales&spare parts)$US Billion20Automotive Market:After-SalesPredicting the future:After-Sales analysis US.Heavy/CollisionRepairs Light/MediumRepairs MaintenanceServicingParts&AccessoriesOEM DealersOEM Franchised Service StationsOEM-owned Auto Service ChainsSupermarketsTire CompaniesLubricantsParts/Specialist CompaniesAuto Service ChainsBody ShopsPrivate CompaniesExampleIndependentsOEM-AffiliatedSentry Ford,Inc.21Automotive Market:After-SalesAfter-Sales analysis US:OEM response.Source:Boston Consulting Group,Access Asia IndependentsIndependentsIndependentsIndependentsOEMOEMOEMOEM22Automotive Market:After-SalesOEM involvement:Asia exampleExpress service,cheaper genuine parts:Thailand,JapanSimilar for Toyota:Malaysia,Philippines Thailand30 minutes test maintenance servicesCheaper genuine parts6-month warrantyPlus Fast Tech ServicesQuick repair service systemTransparent pricing-40%cheaper parts for TOYOTAManufactures warrantyPlus Thunder Services3.Competitive Activity24Competitive ActivityChina:OEMs.lOEMs in China are beginning to brand their After-Sales services.lEvents are mostly similar.lCommunications talk mostly about“care”and“heart.”25Competitive ActivityChina:IndependentslIndependent chains all have brands.lThese brands are now starting into communications.26Competitive ActivityReview 2003:lOEM Free test events lOEM Internal contestlCommunications:OEMs Service chains27Competitive ActivityFree test events:Examples.Date from Spring&service to your heart2 weeks free test servicesBuick Care New care from new yearBrilliance AutoNanjing FiatSGMGuangzhou HondaSpecial service for 4 seasons with loveSincere Service Care foreverFAW-VWDeliver cool during summer eventsBeijing HyundaiCheryChery heart warming services of winterSouth EastCheck up for your satisfaction of SpringTourism of autumnHainan MazdaToyota2 weeks free test services28Competitive ActivityService Skills Contests in 2003:The 3rd After-Sales Services ContestDongfeng-Nissan 1st NISTEC ContestToyota Service Champions ContestHondaFiatToyotaNissanThe 1st Service Contest of Nanjing Fiat “Nick-Nickel”ContestFAW-VW29Competitive ActivitySVW now on TV:30Competitive ActivitySGM:31Competitive ActivityToyota:32Competitive ActivityFAW-Mazda:33Competitive ActivityNanjing-Fiat:34Competitive ActivityDongfeng-Nissan:35Competitive ActivityBosch:4.FAW-VW After-Sales37FAW-VW After-SalesMarket share:#2SVWFAW-VWSGMOthers38FAW-VW After-SalesDealer network:#2 FAW-VW 17FAW-VW 12FAW-VW 18FAW-VW 2FAW-VW 31FAW-VW 3FAW-VW 4FAW-VW1FAW-VW 7FAW-VW 3FAW-VW 1FAW-VW 2FAW-VW2FAW-VW 31FAW-VW 4FAW-VW5FAW-VW 14FAW-VW 30FAW-VW 4FAW-VW 5FAW-VW 19FAW-VW 7FAW-VW 3FAW-VW 24FAW-VW 5FAW-VW 12FAW-VW 3639FAW-VW After-SalesBrand perception:#10Source:2003 Attitude and Image40FAW-VW After-SalesCustomer satisfaction index:FAW-VW#6 Source:JD Power41FAW-VW After-SalesO&R analysis.Competition is growing in the After-Sales market.Communication spending by both OEMs and Independents is multiplying.Customer loyalty depends on image perception.Customer experience is average,but perception of FAW-VW After-Sales is not as good as it should be,compare to its share.With increased competition,it may get worse.42FAW-VW After-SalesO&R analysis.In a highly competitive market like China,upgrading perception in order to improve customer loyalty needs a fully integrated communications program.5.Direction44DirectionThe first option analysed:Care for your car This is an appealing proposition but our analysis has found that it is already used by competitors,including SVW and SGM.International research proves that if two companies use the same direction,the result is confusion and the customer usually gives the market leader the credit-in this case,SVW.Care as a proposition may therefore be a potential waste of budget.To be effective in a highly competitive environment,it is necessary to differentiate FAW-VW After-Sales.We decided to look at the customers.45DirectionCustomer profile:Sales/After-SalesAgeGenderIncomeEducationSource:JD Power 46DirectionFAW-VW customer profile vs.market average.lOlder.lMore male.lMore mainstream in income and education.47DirectionO&R customer interviews.Knowing the customer base,we divided the interviews into three.lPre-PurchaselNew OwnerslLoyal owners48DirectionFAW-VW DifferencelCustomer NeedlKey MessageCustomer interviews:What we look for.If theres a key customer need that matches a key FAW-VW difference,that should become our key message.49DirectionO&R customer interviews.I need reliable serviceSomebody who knows my carEstimate should be honestSomebody who is professionalConvenientParts should be good qualityPrice is reasonablelPre-Purchase50DirectionO&R customer interviews.lNew OwnersI need to have technicians who really understand my carI want to keep it running wellThe car cost me a lot of money,I dont want to risk itI dont want to be cheated on price.My family must be safe51DirectionO&R customer interviews.lLoyal OwnersI dont want to go on vacation and have problemsI want to make sure my car is in top conditionThe car should have a good resale valueTechnicians who know me and know my carProfessional service saves my time52DirectionFAW-VW Difference:FAW-VW technicians are experts,highly trained to know and understand your FAW-VW car.FAW-VW quality reputation.All FAW-VW parts are original and German designed.469 dealers to provide service wherever you are.FAW-VW Advantages:FAW-VW Features:The process is efficient,friendly and professional-the customer is called to check for satisfaction.Free test events.DIY help.Internal contests to raise standards.53DirectionWe know your FAW-VW carEfficient Professional FriendlyPersonalityTone of CommunicationsUnique Simple Strong ClearKey MessageFAW-VW proposition:SupportExpert technicians 469dealers Original German-designed parts DIY help 54 Fully integrated communications means everything looks and feels like one approach.Launch advertising starts the campaign.All messages that follow are part of the same approach,includingevents,merchandizing and all other activities.DirectionFree testeventsKey message to raise perception of FAW-VW.InternalContestMerchandizingDIY help6.Concepts&Ideas56Concepts&IdeasIntegrated communications.lSlogan lSymbol:“Hans”lMerchandizing:“Hans”lAdvertising:Print lAdvertising:TVlIdeas:EventsSpare partsInternal contest/PRDIY contest/PRMedia 57Concepts&IdeasSlogan.Based on:FAW-VW difference-We know your FAW-VW car best.FAW-VW personality-Efficient,professional,friendly.Translation:We know your car,we know you.l懂车懂车 更懂你更懂你58Concepts&IdeasSymbol:“Hans”59Concepts&IdeasSymbol:“Hans”60Concepts&IdeasSymbol:“Hans”61Concepts&IdeasSymbol:“Hans”62Concepts&IdeasMerchandizing:“Hans”63Concepts&IdeasMerchandizing:“Hans”64Concepts&IdeasMerchandizing:“Hans”65Concepts&IdeasMerchandizing:“Hans”66Concepts&IdeasMerchandizing:“Hans”67Concepts&IdeasAdvertising:Print Two alternative series:Idea 1:Simple,straightforward.Idea 2:Fresh,powerful.For a fully integrated program,we recommend one series or the other but not mixed.68Idea 1:Simple,straightforward.Concepts&Ideas69Concepts&IdeasAdvertising:Print-Idea 1.Launching the key message.Headline:We know every detail of your car.70Concepts&IdeasAdvertising:Print-Idea 1.Original parts.Headline:Dont leave it to the moment of truth before you think of genuine parts.71Concepts&IdeasAdvertising:Print-Idea 1.Process.Headline:This is the best team to service your car.72Concepts&IdeasAdvertising:Print-Idea 1.Network.Headline:You can find our professional service everywhere.73Concepts&IdeasAdvertising:Print-Idea 1.Vacation.Headline:Our professional services give you peace of mind for your holiday.74Concepts&IdeasAdvertising:Print-Idea 1.DIY.Headline:We can give you a hand to become professional.75Concepts&IdeasAdvertising:Print-Idea 176Idea 2:Fresh,powerful.Concepts&Ideas77Concepts&IdeasAdvertising:Print-Idea 2.Launching the key message.Headline:We know every detail of your car.78Concepts&IdeasAdvertising:Print-Idea 2.Original parts.Headline:Safety means reliable genuine parts.79Concepts&IdeasAdvertising:Print-Idea 2.Process.Headline:Well call to check if youre satisfied.80Concepts&IdeasAdvertising:Print-Idea 2.Network.Headline:Our professional services are everywhere.81Concepts&IdeasAdvertising:Print-Idea 2.Vacation.Headline:Dont take risks with your car.82Concepts&IdeasAdvertising:Print-Idea 2.DIY.Headline:Well give you a hand to become professional.83Concepts&IdeasAdvertising:Print-Idea 284Concepts&IdeasAdvertising:Print-Idea 2.Dealer poster.Headline:To be professional is our commitment85Concepts&IdeasTwo advertising concepts:two ways to say the same thing.86TVCConcepts&Ideas87Concepts&IdeasAdvertising:TV15 seconds to deliver key message at reasonable cost.88Concepts&IdeasAdvertising:TV-15 secs.A customer is about to give a technician his keys.TECHNICIAN:“I DONT KNOW YOUR CAR BUT ILL DO A GOOD JOB.”The customer pulls the keys away as if hes changed his mind.89Concepts&IdeasAdvertising:TV-15 secs.The customer is about to give another technician his keys.TECHNICIAN:“I DONT KNOW YOUR CAR BUT ILL DO A GOOD JOB.”Again,the customer pulls the keys away as if hes changed his mind.90Concepts&IdeasAdvertising:TV-15 secs.The customer is about to give an FAW-VW technician his keys.TECHNICIAN:“I KNOW EVERY DETAIL OF YOUR CAR AND ILL DO A PERFECT JOB.”91Concepts&IdeasAdvertising:TV-15 secs.This time the customer gives the keys to the technician.92Concepts&IdeasAdvertising:TV-15 secs.ANNOUNCER:“AT FAW-VW,WE KNOW YOUR CAR,WE KNOW YOU.”93Concepts&IdeasAdvertising:TV-15 secs.Title:FAW-VW logo.94Concepts&IdeasAdvertising:TV95Concepts&IdeasIdeas.EventsSpare partsInternal contest/PRDIY contest/PRMedia 96Concepts&IdeasResults card for free test.After free test,customer is given a 3-color card:Level 1 Red=Serious problem-must be corrected.Level 2 Yellow=Mechanical suggestion-worth doing.Level 3 Green=Car upgrade suggestion-adds value.To stimulate sales,gifts may be given for each level-with gifts increasing in value for each added level.97Concepts&IdeasVacation checklist.After free test or before holiday period,customer is given a free holiday checklist with advice about how to avoid problems.May include an emergency number to call.98Concepts&IdeasSpare parts ideas:Roadshow.The objective in this idea is to present the dangers of non-geuine parts to customers right at the point of contact-at the 3-S dealer where theyre thinking about repairs and can be influenced most easily.The road show will consist of a small team,an exhibition module and a short video about what can happen to a car with non-genuine parts.It will show the trouble thaty can be caused and the expense of fixing it.This will of course highlight the need for only FAW-VW original parts,designed in Germany-and only authorized FAW-VW dealers.99Concepts&IdeasInternal contest ideas.“Nick Nickel”concept may be expanded to regions with more entrants and more PR.3 phases:a)Dealers apply for tests in 9 regions.b)Each region has its own finals.c)9 regional champions go to grand final in Beijing.National champions receive major PR celebration and winners go to Germany.This could be an international event with national winners competing for the world title at a different location each year.100Concepts&IdeasDIY ideas.Contest for DIY enthusiasts.9 regional contests divided into Bora,Golf,Jetta owners.Points awarded for:Simple maintenance.Decorative improvement.27 winners invited to Beijing to take part in“Nick Nickel”special DIY category.3 national champions-one for Bora,Golf,Jetta.Great opportunity for PR using customers and technicians.101Concepts&IdeasMedia ideas:SponsorshipLink to“Auto Driving&Service.”One of top 3 magazines.Sponsorship of“Tech Lecture”using“Hans”symbol.102Concepts&IdeasMedia ideas:Better relations.Meetings with media to correct customer perception.If the media receive negative customer feedback about FAW-VW After-Sales,the media will call to pass on the criticism.FAW-VW can follow-up to correct the problem.6.Conclusion104ConclusionCustomer loyalty depends on both Sales&After-Sales.Benefits of FAW-VW loyalty come back to After-Sales.Competition is becoming severe.Independents are growing.Media spending is multiplying.FAW-VW After-Sales image should be higher.Solution is a fully integrated communications program built around the FAW-VW differenc