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1、“Start Dreams,Drive BORA 1.6L”BORA 1.6L Shenzhen Launch Publicity Plan JULY 2002,2/21/2023,2,1.Objective and Background Analysis,Objective:Make Shenzhen an experimental point of BORA 1.6L launch by means of integral marketing：Distill the feasibility of BORA 1.6L launch in other Chinese cities from t
2、he testing result of Shenzhen launchBackground analysis-Shenzhen：,Larger proportion of the whole population,Susceptible to inter-national brandsRational consumption habit,A higher consumption ability than people in other part of China,Mature consumption intention,High market potential,An independent
3、 market will not affect nationwide BORA 1.6L launch,Middle mgt self-employed people,Demographic composition:,Psycho-logical status:,Consumption ability:,Apply the successful BORA 1.6L strategy to the whole China,2/21/2023,3,Expected effectiveness:,2.Expected effectiveness and Measures,Accumulation o
4、f brand fameRise of brand favorIncrease of sales volume,Measures:,Fix a BORA 1.6lL concept in consumersa car worthy of the price,BORA1.6L outstanding performanceImbuing BORA1.6L superior performance price ratio,TVC,Newspaper hard ads,Newspaper soft news,Building cover ads,Colorful BORA city tour,BOR
5、A1.6 top shopping mall show,New color-car badge collection,BORA1.6L office building open show,Walmart new model debut,BORA1.6 window display,BORA 1.6 test drive,BORA dynamic training camp,Merchant Bank insertion delivering to pointed people group,2/21/2023,4,3.Timetable of Shenzhen event,Building Cover ads,Car exhibition in exhibition hall,test drive,Shopping mall exhibition,1.6LTVC,Newspaper soft news,Newspaper print ads,July,Aug.,Sep.,Website Update,PR events,Ads publicity,Colorful BORA City Tour,Walmart series event,BORA Dynamic Training Camp,Bank Credit Card Insertion delivering DM,
