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1、Bora Communication Plan Proposal2002-08-10,Bora Communication,A. BORA 2002 1st Half Year Communication Review1. Brand communication strategy2. Media publicity, PR events review,A. BORA 2002 1st Half Year C,Brand introductory periodOct.2001-Dec.2001,Forceful brand concept popularizing periodJan.2002-
2、Jun.2002,Theme: 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
3、 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.2002,Theme: Drivers carMeasures: Ads, promotions, PR events, soft publicityObject: Penetrate into the life of target consumers
4、, reflect the fun of driving Bora and the life style and mental state of target Bora consumersTime: July 2002 to Dec. 2002,Communication execution at different stages,1、 Brand Communication Strategy,Brand concept consolidation Period July 2002 to Dec.31 2002,Brand introductory periodForce,Bora car s
5、ales volume trend（2002.1-7）,0,1000,2000,3000,4000,5000,6000,7000,1,2,3,4,5,6,7,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 a
6、ds forecast TVC Teaser Power BORA series internet ads,BORA Happy Time Series Print ads,Bora Exhibition and Test Drive ads,Bora 1.6L Launch informing ads,Challenger Canto TVC,Drivers internet adsPraise canto,Bora Coordination Series Internet ads,Bora 1.6L Launch,The 500,00th car(BORA) off-line celebr
7、ation,July,Bora car sales volume trend（20,2. 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
8、 make a preparation,Praise canto,Countryside time canto,Coffee Time canto,Date time canto,TEASER forecast,Challenge,“Power Broa” image ads,“Bora Dribers car” image ads,Print ads,TVC,Internet ads,2. Brand directionPraise canto,Outdoors ads,“Power Bora” Series outdoors board,Outdoors ads“Power Bora” S
9、erie,3 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
10、, 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 ca
11、r exhibition and test driveBrand image: “Watching exciting games, enjoying Bora excitement”,The 500,000th Bora stepping down from the assembly line,Bora 1.6L launch,Watching exciting games, enjoying Bora excitement”,Experiencing Bora, enjoying the fun of driving,3 PR eventsThe 500,000th Bora,To exca
12、vate the brand core conceptRaise the product imageEnrich the product connotationEnsure the already got fruitExpand market positioning distinction,Market environmentConsumersBra,1. Via target customer understanding to extend Bora image that coincidentally match the living style , philosophy and value
13、 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
14、 Strategy for the latter half of 2002,Car itself Driver Objectively MentallyPhysical ConsiderationPsychological Thinking,1. Via target customer underst,TARGET 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, m
15、oving 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 themselve
16、s 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 DISCO
17、VERY: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 BRIEF,AIM:Bora is a car that has a deep
18、 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
19、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 consideration,SUPPORT:Strong in power, modern in shape, fashionable in de
20、sign, 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 should be in accordance with their values and psychological state2
21、. 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 sens
22、ible 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.,TARGET COMSUMERS:BORA COMMUNIC,Brand introductory periodOct.2001-Dec.2001,Forceful brand concept popularizing periodJan.2002-Jun.2002,Bra
23、nd concept consolidation Period July 2002 to Dec.31 2002,Subject: Driving power, endless excitement for lifeObjective: forcefully promote the new product concept and positioning,Topic: power Bora；Bora happy timeObjective: Forceful brand concept popularizing,Topic: Exceeding Fun and execitementMethod
24、: Ads、SP、PR events、Soft communicationBrand direction: from rational to sensational, from car to car owners、from physical to psychologialAdvertising: Brand ads、function ads、event coordination adsPR events： Brand image：car owner event、car subject events, sports、 Cultural event sponsorshipSP：Buying car
25、s, 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,Brand introductory periodForce,2002 Bora Brand Building Strategy：3B Strateg
26、y,Name Plate Building,Relationship Building,Win-Win Building,Step 1,Step 2,Step 3,Aug. 8, 2001,Aug. 2002,2003,2002 Bora Brand Building Strat,Demonstration 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 fa
27、me.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
28、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 t
29、he brand.,Demonstration of 3B StrategyBu,Name Plate Building,Market Positioning,Above the line,Below the line,TVC,Print ads,Internet,Events,PR,TeaserChallenger,Dynamic Bora SeriesPraise CantoHappy Time Series,Internet adsMini internetcoordination,-Bora Launch (Xiamen)-1st Bora Handing-over Ceremony-
30、Exhibition and Test Drive-Bora 1.6 Launch,HaichenDaily communi-cation,Name Plate BuildingMarket Posi,Relations Building,Customer relations managementCRM,Dealer relations managementDRM,Media relationsManagementMRM,Car owners,Potential consumers,Anniversary of BORA launch,Bora opera,Care for Jetta, Ex
31、perience Bora,Bora handbook,Internet,Service image,Sales Promotion,“Service Star”Challenge,“Sales Master-hand” Challenge,Spring Festival SP,Logistic support,Function TVC,Publicizing gift production,Rules for dealers,Media saloon,Relations BuildingCustomer rel,Win-win Building,Customers,F-VW,Brand Lo
32、yality,Sales Increase,Car ConfigurationTechnologyPrice LevelBora GradingOwner Benefits,Strong Name-plateSales GrowthQuality Services,Word of Mounth,Brand Asset,Win-win BuildingCustomersF-VWB,Why do we need to build CRM？,CRM has become a core of corporate competition strategy as well as a profit incr
33、easing 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.,Why do we need to build CRM？CR,CRM Management,Customer data base,Contact channel,Activities,Updating of the data,FAW-VW,Car owner,De
34、aler,Direct mailing,E-mail,Telephone,SMS,Club,Car owner feedback,Dealer information,Monthly-published magazine,Club activities,（periodical）,Subject events,（with interval）,（Integral scores record),（magazine and activities ）,1,2,3,4,CRM ManagementCustomer data ba,Recent event plan1、 Care for Jetta, ne
35、w experience from Bora2、“Sales master-hand、Service Star” challenge3、Bora Media Saloon Plan4、“Exciting Bora，enjoyable opera” road show proposal5、 “Bora Club” Magazine,Recent event plan1、 Care for,Care for Jetta, new experience from Bora,Care for Jetta, new experience,Campaign Schedule：,A. Contact Bor
36、a 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.7Lo
37、cation: 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 own
38、ers：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 car,Campaign Schedule：A. Contact,Hot news for Media：,Jetta owners gatheringInvite a group of Bora owners to attend the test
39、 drive and share the driving pleasure of BoraAward 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 yetWin-win modeThis will be an
40、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 ”,Hot news for Media：Jetta owner,Publicity coordination: Sept.1-Oct.10,“Care for Jetta, new experience from Bora”,
41、To the publicCampaign announcementCampaign publicity,To the target buyersPublicityUrging the participation,To the publicPublicity of CI and brand image,Publicity coordination: Sept.1,2002 BORA“Sales master-hand、Service Star” Challenge,2002 BORA,2002 Bora “Sales Master-hand” ChallangePre-sales, mid-s
42、ales service event,2002 Bora “Sales Master-hand”,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 custome
43、rs.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 BoraEstablish an integrated service systemThe narrow sense of service focuses on after-service, while actual
44、ly, 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,The important duty of sales pe,Expected effectiveness,Publicize the service tenet of FAW-VW
45、Via 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 peopleEstablish a competition mechanism among sales peopleVia the event, establish a competition mechanism
46、 among sales people so as to intensify their competition sense and raise the service qualityIncrease the sales volumeBy optimizing the service quality and sense of the sales people to increase the ratio of contact success.,Expected effectivenessPubliciz,Event Schedule,Pre warm stage: grading,Primary
47、 stage: area selection,Final stage: champion selection,Event ScheduleSep.10-Sep.25Aug,2002 Bora “Service Star” ChallengeAfter service event,2002 Bora “Service Star” Chall,Event Schedule,Pre warm stage: grading,Primary stage: area selection,Final stage: champion selection,Event ScheduleSep.10-Sep.25A
48、ug,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 survey result (March to June) provided by the after service department to assist the execution of the event. This competition will a
49、ffect the future service of the service centers.The method of giving consumers more favor is feasible.,Feedback from service departme,Adjustment,Use the pre-phase result of survey to build the grading criterionAccording to the feedback from the service department, change the “Star Service Center” co
50、mpetition 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. Simplilze the the event content so as to make it much easy to carry out.,AdjustmentUse the pre-phase re,BO
