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1、Bora Communication Plan Proposal 2002-08-10,A. BORA 2002 1st Half Year Communication Review 1. Brand communication strategy 2. Media publicity, PR events review,Brand introductory period Oct.2001-Dec.2001,Forceful brand concept popularizing period Jan.2002-Jun.2002,Theme: Controlling power, enjoying
2、 life Measures: ads, soft news, journalist , dealer events, expert drive test Object: 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 Time Measures: ads, car exhibitions and
3、test drive for consumers, PR events, soft pbulicity Object: forcefully spread and communicate out brand concept Time: Dec.9 2001 to Jun.2002,Theme: Drivers car Measures: Ads, promotions, PR events, soft publicity Object: Penetrate into the life of target consumers, reflect the fun of driving Bora an
4、d the life style and mental state of target Bora consumers Time: July 2002 to Dec. 2002,Communication execution at different stages,1、 Brand Communication Strategy,Brand concept consolidation Period July 2002 to Dec.31 2002,Bora car sales volume trend（2002.1-7）,0,1000,2000,3000,4000,5000,6000,7000,1
5、,2,3,4,5,6,7,Jan.,Feb.,Mar.,Apr.,May,Jun.,Bora brand image, product configuration、function soft publicity,Bora four city exhibition and test drive,7500km 1st maintenance ads,Bora World Cup ads,Bora World Cup event,Power series print ads forecast TVC Teaser Power BORA series internet ads,BORA Happy T
6、ime Series Print ads,Bora Exhibition and Test Drive ads,Bora 1.6L Launch informing ads,Challenger Canto TVC,Drivers internet ads Praise canto,Bora Coordination Series Internet ads,Bora 1.6L Launch,The 500,00th car(BORA) off-line celebration,July,2. Brand direction According to the brand direction an
7、d 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 preparation,Praise canto,Countryside time canto,Coffee Time canto,Date time canto,TEASE
8、R forecast,Challenge,“Power Broa” image ads,“Bora Dribers car” image ads,Print ads,TVC,Internet ads,Outdoors ads,“Power Bora” Series outdoors board,3 PR events Ever 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,
9、 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 planned ENTERPRISE IMAGE: The 500,000th Bora stepping down from the assembly line of FAW-VW Production popularization
10、: 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 drive Brand image: “Watching exciting games, enjoying Bora excitement”,The 500,000th Bora stepping down from the assembly line,Bora
11、1.6L launch,Watching exciting games, enjoying Bora excitement”,Experiencing Bora, enjoying the fun of driving,To excavate the brand core concept Raise the product image Enrich the product connotation Ensure the already got fruit Expand market positioning distinction,1. Via target customer understand
12、ing 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
13、as a result to gain their recognition and preference. Core message delivery:,Communication Strategy for the latter half of 2002,Car itself Driver Objectively Mentally Physical Consideration Psychological Thinking,TARGET COMSUMERS: The buyers of Bora belong to the burgeoning middle class who enjoy a
14、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 co
15、nfidence, 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
16、 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 peo
17、ple.,BORA COMMUNICATION BRIEF,AIM: 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
18、.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 considera
19、tion,SUPPORT: Strong in power, modern in shape, fashionable in design, advance in assembly, and excellent in ratio of performance and price,TONE OF PUBLICITY: Modernity, sensibility, confidence,RULES GOVERNING THE EXECUTION: 1. Pressing close to the life form of the target consumers, the originality
20、 should be in accordance with their values and psychological state 2. 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
21、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.,Brand introductory period Oct.2001-Dec.2001,Forceful brand concep
22、t popularizing period Jan.2002-Jun.2002,Brand concept consolidation Period July 2002 to Dec.31 2002,Subject: Driving power, endless excitement for life Objective: forcefully promote the new product concept and positioning,Topic: power Bora；Bora happy time Objective: Forceful brand concept popularizi
23、ng,Topic: Exceeding Fun and execitement Method: Ads、SP、PR events、Soft communication Brand direction: from rational to sensational, from car to car owners、from physical to psychologial Advertising: Brand ads、function ads、event coordination ads PR events： Brand image：car owner event、car subject events
24、, sports、 Cultural event sponsorship SP：Buying cars, winning the chance to attend Bora special training camp、“Comfortable upgrading version” SP、area promotion（Shenzhen、Chengdu） After servive：after service month、service center challenge,Stage communication execution strategy,2002 Bora Brand Building
25、Strategy：3B Strategy,Name Plate Building,Relationship Building,Win-Win Building,Step 1,Step 2,Step 3,Aug. 8, 2001,Aug. 2002,2003,Demonstration of 3B Strategy,Building of Name Plate The key of launch of new products is to build a good brand image among the consumers and expand the brand fame. After a
26、bout 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 strategi
27、es, close the relationship with them and set up a good brand relation. Building by Win-Win During 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 bra
28、nd.,Name Plate Building,Market Positioning,Above the line,Below the line,TVC,Print ads,Internet,Events,PR,Teaser Challenger,Dynamic Bora Series Praise Canto Happy Time Series,Internet ads Mini internet coordination,-Bora Launch (Xiamen) -1st Bora Handing-over Ceremony -Exhibition and Test Drive -Bor
29、a 1.6 Launch,Haichen Daily communi-cation,Relations Building,Customer relations management CRM,Dealer relations management DRM,Media relations Management MRM,Car owners,Potential consumers,Anniversary of BORA launch,Bora opera,Care for Jetta, Experience Bora,Bora handbook,Internet,Service image,Sale
30、s Promotion,“Service Star” Challenge,“Sales Master-hand” Challenge,Spring Festival SP,Logistic support,Function TVC,Publicizing gift production,Rules for dealers,Media saloon,Win-win Building,Customers,F-VW,Brand Loyality,Sales Increase,Car Configuration Technology Price Level Bora Grading Owner Ben
31、efits,Strong Name-plate Sales Growth Quality Services,Word of Mounth,Brand Asset,Why 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
32、 market demand and get an upper hand in the fierce market.,CRM Management,Customer data base,Contact channel,Activities,Updating of the data,FAW-VW,Car owner,Dealer,Direct mailing,E-mail,Telephone,SMS,Club,Car owner feedback,Dealer information,Monthly-published magazine,Club activities,（periodical）,
33、Subject events,（with interval）,（Integral scores record),（magazine and activities ）,1,2,3,4,Recent event plan 1、 Care for Jetta, new experience from Bora 2、“Sales master-hand、Service Star” challenge 3、Bora Media Saloon Plan 4、“Exciting Bora，enjoyable opera” road show proposal 5、 “Bora Club” Magazine,
34、Care for Jetta, new experience from Bora,Campaign Schedule：,A. Contact Bora owners：Sept. 15-Sept.25 Criteria: Jetta owners (over 5yrs) -purchase of the name list Contact method: collect the name list of Jetta owners who are willing to change for a new car Contact content: find out their possible cha
35、nging target: BORA1.6，1.8，.1.8T B. Execution of the Test Drive: Oct. 1-Oct.7 Location: 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 drive Execution plan: refer t
36、o “Experience Bora, enjoy the fun ” test drive C. Follow up the sales to Jetta owners：after Octo.7 Driving feeling: find out the purchase intention of Jetta owners and follow up Discount activity: Bound gifts or give discount to Jetta owners when they buy Bora car,Hot news for Media：,Jetta owners ga
37、thering Invite a group of Bora owners to attend the test drive and share the driving pleasure of Bora Award for buying Bora Jetta owners who buy Bora after the test drive will be given a ticket to “Exciting Bora, enjoyable opera” Media saloon Attract the attention of the journalists with media saloo
38、n Saloon topic: not confirmed yet Win-win mode This 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 J
39、etta, new experience from Bora”,To the public Campaign announcement Campaign publicity,To the target buyers Publicity Urging the participation,To the public Publicity of CI and brand image,2002 BORA “Sales master-hand、Service Star” Challenge,2002 Bora “Sales Master-hand” Challange Pre-sales, mid-sal
40、es service event,The important duty of sales people Representative of the Corp.: their demeanor, words and deeds,directly affect the corporate image Consultant for consumers：they are the consult for consumers unfamiliar with cars, who make up the majority of the customers. The front of knowing the m
41、arket: directly find out the need of consumers and the situation of their competitors Create the need：create the consumption desire and the opportunity of choosing Bora Establish an integrated service system The narrow sense of service focuses on after-service, while actually, pre-service, and mid-s
42、ervice show the service quality and sense too. 。 Upgrade the capacity of sales group Under the competition mechanism，sales people will be more active and full of initiative.,Background,Expected effectiveness,Publicize the service tenet of FAW-VW Via the event, publicize the service tenet of FAW-VW a
43、nd establish a good service image. Perfect service system Establish the concept of integrated service, and enhance the service sense of sales people Establish a competition mechanism among sales people Via the event, establish a competition mechanism among sales people so as to intensify their compe
44、tition sense and raise the service quality Increase the sales volume By optimizing the service quality and sense of the sales people to increase the ratio of contact success.,Event Schedule,Pre warm stage: grading,Primary stage: area selection,Final stage: champion selection,2002 Bora “Service Star”
45、 Challenge After service event,Event Schedule,Pre warm stage: grading,Primary stage: area selection,Final stage: champion selection,Feedback 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 su
46、rvey 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.,Adjustment,Use the pre-phase result of survey to build the grading
47、 criterion According to the feedback from the service department, change the “Star Service Center” competition to “Service Star” Competition so as to increase the feasibility in execution. As for the consumers, they will be presented with events of favor instead of participating in the grading. Simp
48、lilze the the event content so as to make it much easy to carry out.,BORA Media Saloon Program,Objective,Via media saloon, invite the media people and subtly ask them to pay more attention to the positive information of FAW-VW and keep a low tone to the negative part. Inform FAW-VW of the holding of
49、 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 customers 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 resources,Media resources analysis in Shanghai, Zhejiang and