用不断推陈出新 用不断推陈出新 的产品推广策略 的产品推广策略 制造上市热潮 制造上市热潮 Continuously to Continuously to bring in bring in different hero different hero product to build product to build up the brand up the brand image & image & marketing buzz marketing buzz
消费者 consumer 消费者 consumer 厚积薄发 前程无忧 厚积薄发 前程无忧
Their knowledge and experience allow Their knowledge and experience allow them to control their own future. them to control their own future.
得到经销商的大力配合 得到经销商的大力配合 支持 支持 Fully support from Fully support from the dealers the dealers
3/15
符合市场需求的产品及定价策略 Excellent product with competitive price
优秀的产品，合理的价格 Excellent product with competitive price
用新产品2.0上市再掀高潮， 深化“掌握”的品牌形象
To deepening the concept of ‘Control’ By launch PASSAT2.0L
PASSAT 领驭V6沟通定位 PASSAT 领驭V6沟通定位 PASSAT LingYu V6 PASSAT LingYu V6 产品 communication communication product
消费者 consumer 消费者 consumer 追求高效 品质人生 追求高效 品质人生 pursue for efficient & quality life pursue for efficient & quality life
7/15
我们的上市阶段整合方案
Excellent integrated communication plans and executions
内部激励 预售活动 影片 Pre-sale
Internal MFM program
8/15
整合上市策略-环环相扣的沟通节奏
Excellent integrated communication plans and executions
基本按计划,一步一步把消费者购买兴趣,媒体关注度,经销商士气逐步提升,并在上市伊始达到最高潮
厚积薄发 Control Is a Mind Game 领中国车市 驭大众辉煌
Leading the Chinese car market, Driving the Volkswagen achievement
前程无忧 Their knowledge and experience allow them to control their own future.
PASSAT 重新上市
New PASSAT Launch Campaign
• Establish the new positioning for Passat Lingyu. • Rejuvenate the Passat brand image through an integrated campaign • Generate interest from consumers and to stimulate their purchases intention • Positioning Passat Lingyu more relevant to the needs of nowadays target consumers
• • • Passat B5 Lost category leadership position Passat B5 Lost market share Passat B5 Lost consumer affinity
目的：PASSAT 领驭成功上市 Objective:
• 建立清晰明确的新品牌定位，焕发新形象 • 通过当今消费者的需求来沟通新产品的卖 点，鼓励购买 • 通过品牌重新提升上海大众企业形象
深入的洞察 深入的洞察 消费者需求 消费者需求 Finding the Finding the consumer insight consumer insight
出色的广告策划和 出色的广告策划和 执行，配合全方位 执行，配合全方位 的整合战役 的整合战役 Excellent Excellent integrated integrated communication communication plans and plans and executions executions
扎实 精确 操控 扎实 精确 操控 Sturdy & precision handling Sturdy & precision handling
PASSAT 领驭 2.0沟通定位 PASSAT 领驭 2.0沟通定位 PASSAT LingYu 2.0L PASSAT LingYu 2.0L communication communication
产品 product 产品 product 高效能,高效率 Dynamic; Efficient 高效能,高效率 Dynamicontrol is a mind game Control is a mind game
掌握品质的生活 e 掌握品质的生活 e Quality Life Quality Life
PASSAT 领驭 上市案例分析
Case Study of PASSAT Lingyu Successful Launch Campaign
1/15
背景和目的 Background and Objective
背景：PASSAT B5面临困境 Background:
• 失去B级车领导地位 • 上海大众于05年市场份额下滑 • 车款陈旧保守，失去消费者吸引力
广告
Mass
公关 PR 媒体 试车
Media test ride
北京媒体 上市会
BJ media launch
media ad
志.在掌握
Control is a mind game
杭州经销 商大会
HZ dealer launch
CRM (直销\网络)
(DM/Online)
传播工作的重点不仅仅在广告和CRM(客 户关系营销)，做为品牌的管理者以“志 在掌握”为核心串联整合领导上市运动的 每个环节 More than just advertising and CRM, but also an integrated campaign connects each launch channel on the basis of the core idea : Control is a mind game
目标消费群的描述： 33-38岁，成熟，事业成功，注重家庭，追求 和睦，尊重中国传统的社会及价值观念，渴望 得到同事及伙伴的认同及尊敬的中产阶级.
Common Ground Aged 33-38， the middle class, mature and steady man with successful career , regarding family， hanker for harmonious life， respect for Chinese traditional view about value and society, expected to be recognized and respected by workmate or partner.
厚积薄发,前程无忧
Their knowledge and experience allow them control their own future.
5/15
精准的品牌定位及产品命名
Whole new brand positioning and Chinese brand naming
基于对消费者的深度了解和对产品的洞察，得出严谨的品牌定位 Base on product features and consumer insight, we develop the exact band positioning
核心产品洞察 Core Insight
产品价格 price
2.0L：
扎实 Sturdy Sturdy 精确 Precision Precision 操控 Handling Handling
183,000/195,000
1.8T:
209,600-242,000
2.8V6：
288,000-318,000
4/15
深入洞察消费者需求 Finding the Consumer insight
根据罗兰贝格对中国市场的了解，PASSAT领驭的传播集中在TMX人群，即传统奢华型 According to the “Rolanberg’s research report”，The key target were defined on TMX
6/15
用不断推陈出新的产品推广策略延续上市热潮
Continuously to bring in different hero product
上市阶段初期主打高端产品 V6 建立“志在掌握”的品牌概念
To build up concept of ‘Control’ by launch PASSAT V6
5 大亮点 Product Selling Point