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1、奥迪C6上市广告策略建议 Advertising strategy proposal of Audi C6 launch,2005年4月30日 April 30,2005,C6上市的核心任务：继续保持A6在C级豪华车市场的领先地位和份额优势Core task of C6 launch:to maintain A6s leadership and market share in C segment of luxury sedan围绕C6的核心任务，我们着重考虑了四大重要关系：Based on the core task of C6,we considered 4 key relationship
2、s C5与C6的关系Relationship between C5 and C6品牌形象与销售的关系Relationship between brand image and sales形象与产品力的关系Relationship between image and product featuresC6与竞品的关系Relationship between C6 and competitors,对C6上市的整体思考Overall consideration on C6 launch,C5与C6的关系Relationship between C5 and C6,对目前A6市场状况的思考Consider
3、ations on temporary market background of A6,现状：C5、C6销售互相牵制Current status:C5 collided with C6 on salesC5库存压力犹在 C5 still faces the pressure from the heavy stock消费者开始观望等待C6上市 Consumers came to postpone their purchase awaiting the launch of C6问题：A6长时间没有市场声音Problem:Long marketing voice absence of A6对C5消化
4、库存不利Bad for the sales of stocked C5 cars对A6维持影响力不利Bad for maintaining market influence of A6 对C6聚拢人气不利Bad for gathering of C6 prospects给宝马、皇冠、天籁扩大影响以可乘之机Opportunity for BMW,Crown and Teana to expand share,建议1：推出C6，解围C5Proposal I:launch C6 to ease C5以C6配额带动向经销商压货C5Encourage dealers stocking C5 by rew
5、ards of C6 quota以C6经销商加价行为衬托C5的性价比优势Reflect the value for money advantage of C5 by dealership price-rising of C6同时解决了C6上市等待C5销售的被动局面Solve problems of both prospects postponing purchase and plain C5 sales建议2：速推C5，解围C6Proposal II:speed the sales of C5 to ease C6以C6配额向经销商压货C5Encourage dealers stocking
6、C5 by rewards of C6 quota对外宣布C6不定期推迟上市Announce the unlimited postponing of C6s launch同时加大C5促销的宣传Reinforce the promotion communication of C5待C5销售进入尾声上市C6Launch C6 in the end of the sales of C5,对目前A6市场状况的思考Considerations on temporary market background of A6,品牌形象与销售的关系Relationship between brand image a
7、nd sales,C6上市的挑战Challenges to the launch of C6,豪华车市场竞争激烈 Fierce competition in the market of luxury sedan豪华车需求增长幅度有限 Limited increase of the marketC6上市肩负着拉升价位和打开销量的双重任务 The launch of C6 serves two tasks of raising the price and extending the sales品牌形象能否推动C6超越C5再上新高度？Is brand image capable of enhanci
8、ng C6 to surpass C5 and reach new heights?,塑造C6品牌形象的必要性the necessity of building C6s brand image,品牌形象能推动C6再上新高度Brand image can enhance C6 to reach new heights竞争对手竞相抢占形象制高点Competitors fight for the position of benchmark image品牌形象是消费者购买决策的重要依据Brand image is one of the key considerations in purchase de
9、cision形象建设是奥迪品牌的长期战略Image building is among the long term brand strategy of Audi,上市广告首先在熟悉阶段发挥作用，电视广告的作用最大Launch ads would firstly function throughout the acquaintance stage while TVC was the priority,熟悉阶段Acquaintance,考虑阶段Consideration,%,朋友/亲戚介绍Friend/Relative,经销商/销售人员介绍Retailer/Sales,车展Auto Exhibit
10、ion,上网查询Internet,电视广告TVC,杂志文章Magazine Editorial,报纸广告Newspaper Ads,汽车厂家举办的各种推广活动Marketing Campaign,报纸文章Newspaper Editorial,%,经销商/销售人员介绍Retailer/Sales,车展Auto Exhibition,汽车厂家举办的各种推广活动Marketing Campaign,朋友/亲戚介绍Friend/Relative,上网查询Internet,报纸广告Newspaper Ads,杂志文章Magazine Editorial,%,体验试驾阶段Experience,经销商/销
11、售人员介绍Retailer/Sales,朋友/亲戚介绍Friend/Relative,汽车厂家举办的各种推广活动Marketing Campaign,车展Auto Exhibition,上网查询Internet,电视广告TVC,去汽车销售店自己看Go to Dealer Shop,%,获取有效信息Obtain Effective Info,数据来源:AC尼尔森04年奥迪专项调查Source:AC Nielsen Y04 customized research for Audi,竞品借助电视广告抢占宣传制高点How does competitors ads fight for the initi
12、ative?,Source:AC尼尔森2003奥迪专项调查,竞品电视广告策略Competitive TVC strategy,高档轿车上市电视广告案例ILaunch TVCs of premium sedans case I,宝马5系、凯迪拉克、别克荣御三品牌上市期间，电视广告内容均以品牌理念为导向，传播感性内容Judging the launch campaigns of BMW 5 series,Cadillac CTS and Buick Royaum,TVCs were emotionally image-oriented.,宝马5系 BMW 5 series,凯迪拉克 Cadilla
13、c CTS,荣御 Royaum,高档轿车上市电视广告案例IILaunch TVCs of premium sedans case II,皇冠品牌上市期间，推出相同理念两套电视广告，分别以产品内外设计特色支持品牌形象的建立Toyota Crown applied two launch TVCs,which were brand image.,天籁上市电视广告突出产品信息，通过产品特色的展示帮助树立形象the launch TVC of Teana highlighted product features,so as to build up the brand image.,高档轿车上市电视广告案
14、例IIILaunch TVCs of premium sedans case III,竞品后续广告策略Competitive successive strategy,后续阶段广告案例ISuccessive ad case I,上市阶段：新不可测；全新车型Launch:unpredictable new;all new product series,后续阶段：势不可挡；动力强劲Successive:prevailing power;marvelous power,凯迪拉克广告坚持以形象为主，兼带传播产品特色Cadillac ads focused on image with relative p
15、roduct feature supports.,后续阶段广告案例IISuccessive ad case II,上市阶段：生活工作双重享受,超凡座驾Launch:double enjoyment from life and work;superb car,后续阶段：更多车型选择Succession:more package options,宝马形象广告持续时间较长，逐渐过渡到产品广告BMW image-oriented ads sustained for a long period and shifted to product ads gradually,后续阶段广告案例IIISuccess
16、ive ad case III,上市阶段：超凡登场：V6发动机、时尚设计Launch:superb debut;V6 engine,trendy design,后续阶段：年度车大奖：V6发动机、时尚设计Launch:car of the year;V6 engine,trendy design,天籁平面广告突出传播产品特色，并以此树立形象Teana ads featured product to build image,品牌形象对于豪华车购买极为重要Brand image is vital to the purchase of premium sedan,从消费者调研中，我们发现Based o
17、n consumer researches：对品牌形象的评价和最初对产品整体印象的评价是密不可分的（Ipsos车型调研）Consumers perceptions on brand image are closely linked to overall product impression.(Car research by Ipsos)“对产品的感觉不可能和品牌分开说。”“Experiences from the product shouldnt be separated from the brand”奥迪吸引消费者购买的主要动力在于奥迪的品牌形象（ACNielsen品牌调研）Key cons
18、umer purchase trigger of Audi lies in its brand image(Brand research by ACNielsen)“大气稳重、高科技、代表成功、质量好。”“Elegant and steady,hi-tech,symbol of success,fine quality”,产品性能是作为品牌形象的支持点被看待的（Ipsos车型调研）Product performance was taken as a support to brand image(Car research by Ipsos)“这些配置就是这档次车应该有的。”“These equi
19、pments should be necessities to cars of this segment.”,品牌形象对于豪华车购买极为重要Brand image is vital to the purchase of premium sedan,奥迪品牌策略更注重感性因素Audi brand strategy with more stress on emotional elements,情感/品牌形象Emotional/Brand image,顾客利益Customer benefits,产品特性Product features,中国长期市场战略Long-term Marketing Stra
20、tegy in China,过去 Past,将来 Future,情感/品牌形象Emotional/Brand image,C6如何实践奥迪品牌？How does C6 avail Audi brand value?,把握奥迪品牌精髓：进取突破Brand essence:Progressive Breakthrough(Audi Vorsprung)完成奥迪品牌使命：最进取的豪华品牌Brand mission:The most progressive luxury brandC6产品定位：最进取的公商务座驾C6 product positioning:The most progressive b
21、usiness sedanC6传播平台：创想改变未来C6 communication platform:Think future,品牌形象与产品力的关系Relationship between brand image and product features,品牌形象与产品力是相辅相成的关系Brand image can enhance C6 to reach new heights品牌形象是产品力的人性化表现形式Brand image is the characterized presence of product features产品力是品牌形象成立的基础Brand image is bu
22、ilt on product features品牌形象、产品力共同形成品牌价值Brand image and product feature together make brand value,“创想改变未来”的理念内涵Essences of the“Think future”branding platform,形象力Image value激发偏好、提升价格Intrigue preference,elevate price,产品力Product value证明形象、刺激尝试Image testimony,invite experiencing,感性Emotional“创想改变未来”与车主需求的
23、深度共鸣“Think future”highly corresponds with the targets needs,理性Rational“创想改变未来”体现出的在C级车的强势卖点“Think future”demonstrates our great advantage in C segment,品牌形象主导产品形象Brand image drive product image,个人能力Personal competence,豪华Luxury,革新Innovation,动感Dynamic,品质Quality,设计Design,空间Package,成就Achievement,社会承认Soci
24、al recognition,尊重、权力RespectPower,政府机构用车Govt.sector,私人用车Private sector,自我实现Higher Self-esteem,End Benefit,BrandImage,ProductImage,Support,C6上市广告执行,7月初-8月初,上市期,第一波 确立形象突破性的领导品牌，给突破性的领导者,突破性观念+突破性产品,C6：创想改变未来,第二波 切入产品突破性的产品功能，给突破性的领导者,销售期,8月中-12月,Advertisement execution of C6 launch,Jul.Aug.,Launch pha
25、se,1st wave:image establishmentBreakthrough leading brand for breakthrough leader,Breakthrough ideology+Breakthrough product,C6:Think future,2nd wave:appliance of productBreakthrough product equipments for breakthrough leaders,Sales phase,Aug.Dec.,C6广告执行,7月初-8月初,上市期,创想改变未来,TVC,路牌,商务手册,突破的理念,展厅布置,主题,
26、媒介,第一波：整体确立品牌形象,报纸、杂志,突破理念的车,Advertisement execution of C6 launch,Jul.Aug.,Launch phase,Think future,TVC,Outdoor,Business brochure,Breakthrough ideology,Showroom,POP,Theme,Media,1st wave:overall establishment of brand image,Newspaper,magazine,Breakthrough car,C6广告执行,8月初-12月底,销售期,创想改变未来,第二波：以品牌形象切入产品
27、,TVC,路牌,商务手册,突破的理念,产品手册,主题,媒介,报纸、杂志,MMI,突破的操控,突破的安全,4.2 quattro 高速表现,C6广告执行,Aug.Dec.,Sales phase,Think future,2nd wave:appliance of product leveraging on brand image,TVC,Outdoor,Business brochure,Breakthrough ideology,Product brochure,Theme,Media,Newspaper brochure,MMI,Breakthrough control,Breakthro
28、ugh safety,Hi speed perfomance of 4.2 quattro,C6如何超越对手的产品亮点？How does C6 exceed competitors on product features?,C6如何超越对手亮点？How does C6 exceed competitors on product features?,不同地区、不同时期，C6面对的竞争对手可能各有不同。C6s competitors vary regarding different regions and times.可考虑利用地方媒体、线下媒体，制作具有针对性的广告，形成对主要媒体的补充。Tak
29、e regional media and PR communication as supplementary to the mainstream media to make the ads more focused.,C6对手亮点对比（标配）Comparisons with competitors(standard equipment),C6如何对抗BMW5？How does C6 counter BMW 5 series?,宝马5的卖点：品牌地位、专业成功人士定位、驾驶性能BMW key why-buys:brand status,brand positioning on successfu
30、l professionals and driving performance宝马5的劣势：后座空间不够宽敞、整体造型个人化气息浓、舒适性亮点比C6少BMW drawbacks:insufficient rear seat space,overall individualistic-oriented design,less comfort features than C6机会：公商务礼宾场合，商业氛围比较稳重的地区Opportunity:business and other formal appliances,especially in regions of more business-ori
31、ented purchases外观大气稳重+内部宽敞+舒适配置=公商务首选Magnificent and steady-looking exterior+roomy interior+comfort equipments=No.1 business sedan,车型,C6如何对抗皇冠？How does C6 counter Toyota Crown?,皇冠的卖点：品牌知名度高、“豪华”配置多、品质好Crown key why-buys:high brand awareness,ample“luxury”equipments,fine quality 皇冠的劣势：最核心的性能与奥迪仍有差距Cro
32、wn drawbacks:Lagging behind on core performance compared to Audi机会：看重轿车核心价值的买家Opportunity:prospects value core sedan values更安全+更动感=更具豪华价值More safety+more dynamics=more luxury value,C6如何对抗Benz E？How does C6 counter Mercedes E class?,需要待奔驰公布更多中国市场配置细节后再做研究Further analysis needed after Mercedes launches its KD products series,C6 05年广告规划小结2005 Advertisement Plan of C6,品牌形象的重要性Importance of brand image品牌内涵细化Brand connotation embodiment上市广告规划Launch ads plan,谢谢！Thank you!,
