某公司发展规划教材(PPT 52页).pptx

1Bora Communication Plan Proposal2002-08-102A.BORA 2002 1st Half Year Communication Review1.Brand communication strategy2.Media publicity,PR events review3Brand introductory periodOct.2001-Dec.2001Forceful brand concept popularizing periodJan.2002-Jun.2002Theme:Controlling power,enjoying lifeMeasures:ads,soft news,journalist,dealer events,expert drive testObject: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 communicate 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.2002Communication execution Communication execution at different stages at different stages1、Brand Communication StrategyLong term events:car exhibition&test driveBrand concept consolidation Period July 2002 to Dec.31 20024Bora car sales volume trend（2002.1-7）010002000300040005000600070001 2 3 4 5 6 7Jan.Feb.Mar.Apr.May Jun.Bora brand image,product configuration、function 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 Canto TVCDrivers internet adsPraise cantoBora Coordination Series Internet adsBora 1.6L LaunchThe 500,00th car(BORA)off-line celebrationJuly52.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 communication concept adjustment,and via“Bora Happy Time”series print ads of the next stage to make a preparationPraise cantoCountryside time cantoCoffee Time cantoDate time cantoTEASER forecastChallenge“Power Broa”image ads“Bora Dribers car”image adsPrint Print ads adsTVC TVCInternet Internet ads ads6Outdoors ads Outdoors ads“Power Bora”Series outdoors board73 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 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 popularization: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 launchWatching exciting games,enjoying Bora excitement”Experiencing Bora,enjoying the fun of driving8Market environmentConsumersBrand positioningBora brand core concept To excavate the brand core concept Raise the product image Enrich the product connotation Ensure the already got fruit Expand market positioning distinction91.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 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 Consideration Psychological Thinking10TARGET 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 luxuriously 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,holding 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 from 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 attitude 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 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 OF 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 success 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 consumers psychologically and the power of humor will sometimes play a key role.11Brand 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:forcefully promote the new product concept and positioningTopic:power Bora；Bora happy timeObjective:Forceful brand concept popularizing Topic:Topic:Exceeding Exceeding Fun and execitement Fun and execitementMethod:Method:Ads Ads、SP SP、PR events PR events、Soft communication Soft communicationBrand direction:Brand direction:from rational to sensational,from car to car from rational to sensational,from car to car owners owners、from physical to psychologial from physical to psychologialAdvertising:Advertising:Brand ads Brand ads、function ads function ads、event coordination event coordination ads adsPR events PR events：Brand image Brand image：car owner event car owner event、car subject events,sports car subject events,sports、Cultural event sponsorship Cultural event sponsorshipSP SP：Buying cars,winning the chance to attend Bora special Buying cars,winning the chance to attend Bora special training camp training camp、“Comfortable upgrading version”Comfortable upgrading version”SP SP、area promotion area promotion（Shenzhen Shenzhen、Chengdu Chengdu）After servive After servive：after service month after service month、service center service center challenge challengeStage communication Stage communication execution strategy execution strategy122002 Bora Brand Building Strategy：3B StrategyName Plate BuildingRelationship BuildingWin-Win BuildingStep 1Step 2Step 3Aug.8,2001 Aug.2002 200313Demonstration of 3B Strategy Building 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 establishment 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 service,aiming at achieve a win-win mode for both the manufacturer and the consumers will affect the further growth of the brand.14Name Plate BuildingMarket PositioningAbove the lineBelow the lineTVC Print ads InternetEvents PRTeaserChallengerDynamic Bora SeriesPraise CantoHappy Time SeriesInternet adsMini internetcoordination-Bora Launch(Xiamen)-1st Bora Handing-over Ceremony-Exhibition and Test Drive-Bora 1.6 LaunchHaichenDaily communi-cation15Relations BuildingCustomer relations managementCRMDealer relations managementDRMMedia relationsManagementMRMCar ownersPotential consumersAnniversary of BORA 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 saloon16Win-win BuildingCustomersF-VWBrand LoyalitySales IncreaseCar ConfigurationTechnologyPrice LevelBora GradingOwner BenefitsStrong Name-plateSales GrowthQuality ServicesWord of MounthBrand Asset17Why 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 understands and grasps the need of customers can they adjust to the market demand and get an upper hand in the fierce market.18CRM ManagementCustomer data baseContact channelActivitiesUpdating of the dataFAW-VWCar ownerDealerDirect mailing E-mailTelephoneSMSClubCar owner feedback Dealer informationMonthly-published magazineClub activities（periodical）Subject events（with interval）（Integral scores record)（magazine and activities）123419Recent 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、“Bora Club”Magazine20Care for Jetta,new experience from Bora21Campaign 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 possible 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“Experience 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 car22Hot news for Media：Jetta owners gatheringInvite a group of Bora owners to attend the test drive and share the driving pleasure of Bora Award 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 yet Win-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”23Publicity coordination:Sept.1-Oct.10“Care for Jetta,new experience from Bora”Hard ads Other forms Soft 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,internet242002 BORA“Sales master-hand、Service Star”Challenge252002 Bora“Sales Master-hand”ChallangePre-sales,mid-sales service event26 The 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 customers.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 Bora Establish an integrated service systemThe narrow sense of service focuses on after-service,while actually,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.Background Background27Expected effectiveness Publicize the service tenet of FAW-VWVia the event,publicize the service tenet of FAW-VW and establish a good service image.Perfect service systemEstablish the concept of integrated service,and enhance the service sense of sales people Establish a competition mechanism among sales peopleVia the event,establish a competition mechanism among sales people so as to intensify their competition sense and raise the service quality Increase the sales volumeBy optimizing the service quality and sense of the sales people to increase the ratio of contact success.28Event 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 competitionPre warm stage:grading Pre warm stage:grading Primary stage:area selection Primary stage:area selection Final stage:champion selection Final stage:champion selection292002 Bora“Service Star”ChallengeAfter service eventAfter service event30Event 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 competitionPre warm stage:grading Pre warm stage:grading Primary stage:area selection Primary stage:area selection Final stage:champion selection Final stage:champion selection31Feedback from service department and area office The 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 service centers.The method of giving consumers more favor is feasible.32Adjustment Use the pre-phase result of survey to build the grading criterion According to the feedback from the service department,chan