eversionofhankook.ppt

《eversionofhankook.ppt》由会员分享，可在线阅读，更多相关《eversionofhankook.ppt（71页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、DSBIntegrated Marketing Plan of HANKOOK Tires DSB AdvertisingMar 1999DSBContents9.Suggestions 1.Market analysis2.Target consumers3.Product positioning4.Brand positioning5.Key points in the process of marketing6.Integrated marketing strategy7.Media plan8.Promotion plansDSB1.Market analysisOverall tre

2、nd：The national sales in 1998 totals 1.6 mil pieces,with 2.4%growth compared to year of 1997.The market potential also increases slightly.The demand structure continues changing and the competition is being more intense.Private autos plays a more important role.In 1998,the total amount of private ca

3、rs was 0.71 mil which took up 45.51%among the total auto sales.Personal consumption increase of tires is obvious.In Beijing,the number of private cars grew 8 times between 1992 and 1995.DSBCompetitive overviewSome foreign and JV brands are still in their early stage:focus on the design of POP and ou

4、tdoor exhibition.The major competition comes from the brand image instead of the actual profits.It can be deducted that the real competition hasnt arrived yet.Shuangqian and huili,two shanghai-made brands lead the national market with its stable quality,vast distribution and long history.They are no

5、t only the profit-winners,but has very good brand images.1.Market analysisDSB Area differences do exist due to the geography and climate.For instance,the competitors in Chongqing(mountain area)are different from those in Wuhan and Hefei(flat lands).The complete product line with different features i

6、s the premise to participate in the national market.As we found through relative research,some brands like Goodyear and KUMHO input a lot in communications,but with slight feedback.It can be deducted that the response of tire market is comparatively slow.Thestrength and patience is required.1.Market

7、 analysisDSBThe competition goes deeper and wider which includes the price,service and construction of distribution channels.All brands havent differentiated their unique brand images yet among highly competitive clutters.The originally-equipped tires still have strong impact on consumers.Santana wi

8、th Huili and Xiali with Sanjiao.The regionalism is extremely obvious.1.Market analysisDSB2.Target ConsumersTaxi Civil autos Cargo autos Passenger transport autosDSBTarget ConsumersTires are tools of making fortune.The lowest cost is the eventual demand.Work day and night to make living.Regard himsel

9、f as ordinary workers without technology advantages.The short-term behavior is serious.Sometimes even use worn tires.Price is a major consideration.TaxiDSB Durability is the most important concern and the number of kilometers is their criterion of making judgement.Their measurements：No crack,no spli

10、t and no upheaval are their basic requirements.They are greatly influenced by price.Sometimes,even ten yuancan affect their final choice.Target ConsumersTaxiDSBTheir understanding to the veins are mostly restricted to the difference of bigger and smaller,deeper and more shallow.The detail of veins i

11、s meaningless and no one would choose different tires for different roads.They began to care about the quality of the raw material of tires and had some own criteria to judge the tires,i.e,touch the surface to see if it is glossy or pinch the tire to see if it is hardTarget ConsumersTaxiDSBDecision-

12、making process：Move the front tires to rear and only change new ones after totally worn.The words of colleagues are the most important,and then with the recommendation of dealers.Brand equity is not apparent among tires consumers.They dont have a firm belief towards a certain brand.The habit of usin

13、g current or originally-equipped brands is obvious.Target ConsumersTaxiDSBThe core requirement of taxi drivers,Durability and better priceTarget ConsumersTaxiDSBBackground：Civil autos drivers,civil autos man-in-charge,auto management staff of governmentHave high criteria and wide source of informati

14、on on tiresEspecially in Beijing,the structure of organizations is quite comprehensive.Many people have the authority to influence the management of cars.Target ConsumersCivil autosDSBDSB Safety Other requirements like elasticity,anti-slippery derived from the safety Its very important to choose a g

15、ood brand.Good brand must represent the reliable quality.Price doesnt affect too much if its reasonable.Their measurements：Target ConsumersCivil autosDSBDecision-making process：When tires are half worn,changes are to be made.Generally,50 thousand kilometers is a reference-line.Most buying decisions

16、are made by drivers,The points of purchase are stable.Batch purchase is determined by both drivers and buyers.Drivers name the brand and buyers determine the POP.If anything allows,imported brands are preferred.Target ConsumersCivil autosDSBThe core requirement of Civil autos,Safety,also consider pe

17、rsonal discountTarget ConsumersCivil autosDSB Background:Overload is occasional.Due to the long-distance travel experience,cargo autos drivers generally have richer knowledge on tires.They also have the opportunities to use different brands.They confront the most problems on tires.Target ConsumersCa

18、rgo autosDSBDurability-For the short-distance travel,one-year durability is demanded.For the long journey,half a year is preferred.They have specific requirements to the endurance of tires.They began to notice the usage of veins of tires.Often coming across various accidents,they dont have a clear i

19、mpression of negative parts of tires they used.Their measurements：Target ConsumersCargo autosDSBDecision-making process：Move the front tires to rear and only change new ones after totally worn.The words of colleagues are the most important,and then with the recommendation of dealers.They dont have a

20、n idea about brand.Target ConsumersCargo autosDSB The core requirement of Cargo autos,Durability and guaranteed qualityTarget ConsumersCargo autosDSBBackground：Sensitive about priceThe long-distance transportation requires better durability of tires.Target ConsumersPassenger transport autosDSBDurabi

21、lity,time length as their criteria,also have an idea about kilometersThey will use renovated tires out of the consideration of costSensitive about priceTheir measurements,Target ConsumersPassenger transport autosDSBDecision-making process：Keep using until the veins are totally worn.No stable points

22、of purchase.For long-distance drivers,they often designate brands they are familiar with.Target ConsumersPassenger transport autosDSBThe core requirement of passenger transport autos,Durability and reliable qualityTarget ConsumersPassenger transport autosDSBBrand position among consumersHighPriceQua

23、lityhuilishuangqianKUMHOHankookGoodyearMichellinDSBHighPriceQualityhuilishuangqianKUMHOHankookGoodyearMichellinBrand position among consumersDSBHow to satisfy the core demand of consumers?Taxidurability and better pricePassenger transportation autosDurability and reliable qualityCivil autossafety,al

24、so consider personal discountCargo autos Durability and guaranteed qualitydependable quality and price DSB dependable quality and price Competitors：MichellinHuiliKUMHOShuangqianConsumers:Taxi-durability and better priceCivil autossafety,also consider personal discountCargo autos Durability and guara

25、nteed qualityPassenger transportation autosDurability and reliable qualitySelf advantages:globally-renowned tire manufacturercomplete product line3.Product positioningDSB4.Brand positioningHe is an professional engineer with international tires production.About 35 years old,all his life was devoted

26、to the quality improvement of tires.He knows how to design different tires to adapt to the various needs of different automobiles.He is more familiar with the situation in China and believes in quality and service.Additionally,he is ambitious for the success and looks forward to perfection.DSBGoalEn

27、hance the brand equity and reliabilityGoalInduce trialdependable quality and priceValuePriceIts more practical to choose HankookSOVSOMDirectionFocus on the brand strength and quality.Expand the distri-bution channels with the supportof mass media.Encourage consumers to have trial.Expand the market s

28、hareon the basis of good public praiseDirectionTVNP PosterRDBillboardTrial prizeexchange old with newexchange new with newpresentsMeansMeansDSB The purchase of tires is heavily influenced by users habit.A good brand of tires is the outcome of utilization.The better the quality,the more public praise

29、.The current users are kept and the new users will have trial due to the public praise.More consumers,higher sales volume.5.Key points in the process of marketingHow to convey the characteristics of HANKOOK to consumers and induce their trial?DSB6.Integrated marketing strategyTasks to be achieved：Di

30、fferentiate HANKOOK with other brands with its unique brand image，quickly elevate the brand awareness，set up affinity and good relations with consumers and dealersIn 1999,the main goal is to complete the image differentiation and in 2000,the product features will be focused on the basis of the good

31、brand image.Feature the strength and the spirits of HANKOOKPermeate High-price,medium-price and low-price markets Build as good brand image as Michelin and GoodyearTake market share from Huili and shuangqian with reliable qualityDSBdependable quality and priceMajor mediaOutdoor POPService centerEnha

32、nce the brand image and build the reliabilityEnhance visual impact,increase frequencyBoost up the confidence of dealers,create good buying environmentApproach the consumers and set up the consumers archiveTVRadioNP/MagazineTV sponsorBus AdBillboardLightboxposterbulletinexhibition shelvespromotionpre

33、sentsexhibition regular parties between driversuser track6.Integrated marketing strategyDSBHANKOOK Service CenterThe close relationship between manufacturers and dealers will be stable after long-time management.Service CenterDealers cooperationSupport to brandTarget consumersRetail and batch purcha

34、seDSBFor enterprises concerning its brand image,sales is partially service.Service center is the promise of good quality and service.HANKOOK service center has good service to fulfil its commitments.The decoration and staff quality of service center both reflect the brand and enterprise image.Before

35、 the products are sold,reliability have been sold already.Value of HANKOOK Service CenterDSBThe use of HANKOOK service centerThe best place to present the brand image and the strength of the enterprise.In some areas with sufficient terms,service centers can be transformed to direct-selling locations

36、.Shorten the distance between Hankook and consumers Solve consumers problems and set up their brand loyaltyAvoid the imitationsPrevent the disordered priceOffer the best priceDSB7.Media PlanDSBContentsTarget Audience Target Audience DefinitionDefinitionMedia ObjectiveMedia ObjectiveMedia StrategyMed

37、ia StrategyBuying Tactics Buying Tactics Other Buying Other Buying ConsiderationsConsiderationsMedia FlowchartMedia FlowchartDSBTarget Audience DefinitionThey are drivers,dealers,and many more.They are drivers,dealers,and many more.Primary target:drivers,age between 25-55Primary target:drivers,age b

38、etween 25-55Secondary target:male,age between 25-55Secondary target:male,age between 25-55DSB Media Objective Focus on building maximum reach Induce trial Make consumers aware of the characteristics and brand image of HANKOOK tire.DSB Formulation of Media Strategy1 Bursting pattern(seasonality)2 Med

39、ia mix3 Target reach vs frequency4 RegionalityChief Considerations:DSBBursting Pattern(Seasonality)RMB0000Category Spending by month/98-99 (TV+NP)Category Spending by month/98-99 (TV+NP)Focus onFocus onsummersummerSource:X&LDSBBursting Pattern(Seasonality)Peak sales season-summer(June-August)Invest

40、one month earlier to preempt competitors activities(May-July)Special periods-i.e,policy change DSBMedia Mix/Media attaining higher reachCinemaMonthlyTVOutdoorRadioWeeklyHigh reachLow reachHigh perceptionLow perceptionDailyDSBMedia Mix/the most-often seen media（Target audience：shanghai，drivers 25-55)

41、(universe:130,000 sample:24449）viewershipSource:CMMS98DSBMedia Mix/CPM Index Comparison（Target audience：shanghai，drivers 25-55)(universe:130,000 sample:24449）Source:CMMS98 INDEXDSBMedia Mix/Recommendation1.Outdoor1.Outdoor2.Radio2.Radio3.TV3.TV4.NP4.NP5.Magazine 5.Magazine Media RankingMedia Ranking

42、DSBTarget Reach vs FrequencyPrinciples:-Achieve maximum reach -Frequency also required in some key markets NOTES:Even no advertisers have that sufficient budget to both achieve high reach and frequency!DSBTarget Reach%GRPs1+Reach3+ReachAppropriate GRP level in tier-1 marketsAppropriate GRP level in

43、tier-2 marketssource：CSM rating period:Aug 98-Feb 99Target Reach vs Frequency（Target audience：male 25-55 universe:5,630,000)DSBRegionalityMarket PotentialNo.of automobiles（Buses,taxi,trucks）Annul no.of passengers Annul no.of transportationCompetitive ActionAdvertising expense（TV&NP）Prioritize all ma

44、rkets based on following factors,Prioritize all markets based on following factors,DSBRegionalitySource:China statistical yearbook 98,X<IER1TIERTIERDSBRegionalityFocus on the tier-1 markets Guangdong,Liaoning,Shandong,Guangdong,Liaoning,Shandong,Beijing,Jiangsu,ZhejiangBeijing,Jiangsu,ZhejiangTier

45、-1 Remarks:The market prioritization derived from the analysis of autos number,media expenditures and other factors.The marketing considerations are not included.DSBBuying TacticsOverall Tactics Achieve the highest reach through each monthly planAchieve the highest reach through each monthly plan Re

46、late HANKOOK closely to the programs and articles Relate HANKOOK closely to the programs and articles featuring racing and limousine-introduction to elevate featuring racing and limousine-introduction to elevate the brand image the brand imageDSBBuying Tactics/TV Rating Trend （Target audience：shangh

47、ai，male 25-55)(universe:5,630,000)Rating%CPRPCPRP(cost per rating point)(cost per rating point)should be alsoshould be also considered consideredSource:CSMDSBBuying Tactics/Outdoor Perception Source:CMMS98Conspicuous level of different outdoor types（Target audience：shanghai，drivers 25-55)(universe:1

48、30,000 sample:24449）viewershipDSBOther Buying ConsiderationsTV Sponsor some programs with steadily high rating to substitute the regular buying for saving budget Cooperate with media to produce specific programs introducing HANKOOK and its products-variety shows,Zhuhai F-1 racing sponsor,etcNPSoft A

49、dCreative formats-make ads more eye-catching and arouse readers interestDSBMoving,special-sized and other creative outdoor ads(subject to the government approval)OutdoorRadioTraffic and music programs The locations must be scattered to attain higher reachPeak traffic and music timeOther Buying Consi

50、derationsInteractive programs In the areas with many competitors ads,use less but much larger sizeHighwayDSBMagazineProfessional magazines Soft AdsOther Buying Considerations(also be recommended due to its popularity and authority among target consumers)Creative format-product logo at the top corner