奥迪A1魅力生活

奥迪A1·魅力生活AudiA1—GlamorousLife浙江区Zhejiangarea22019/8/15►活动内容：►冠名杭州房产时尚美女评选、房交会车辆展示、杭州50多家楼盘售楼处长期活动信息展示、西博会车展活动信息传播、奥迪A1和宝马MINI对比试驾及挑战赛、奥迪A1时尚生活日记等系列活动，并为房产时尚美女评选冠军和试驾挑战赛冠军提供奥迪A1一年使用权大奖。►活动思路：►本项目秉承小活动，大宣传，活动为宣传、为集客服务；►活动目标客户针对性高，对房地产行业进行深度推广；►通过大奖的形式吸引目标客户参与和媒体报道的积极性。活动概述32019/8/15►Activity►Wewillendorseandnamethefollowingactivities:RealEstateFashionBeautyinHangzhou,AutoShowinHousingTradeFair,FiftyBuildingsSalesInformationExhibition,AutoExhibitioninWestLakeExpo,ComparativeTestDrivebetweenAudiA1andBMWMINIandChallengeContest,AudiA1FashionLifeDiaryandsoon.ThechampionofRealEstateFashionBeautyandTestDriveWinnerwillbeentitledtooneyear’sfreeuseofAudiA1asabigprize.►ActivityIdea:►Thisprojectmakesfulluseofsmallactivitiestoenlargethescopeofadvertisements.TheseactivitiesserveforthepromotionofAudiA1andcollectasmanypotentialcustomersaspossible.►Theseactivitiescanreachthemosteffectiveaimedcustomers.►Bymeansofthebigprize,theaimedcustomersandmediawillbeattractedtoalargeextent.ActivityOverview42019/8/15目录Contents►一、活动背景和目的BackgroundandPurpose►活动目的Purpose►策略分析StrategyAnalysis►活动亮点和创意HighlightandCreativity►二、活动概述EventOutline►活动概述EventOutline►活动相关重点事项RelatedKeyIssues►活动安排Arrangement►三、费用预算Budget52019/8/15活动背景Background►奥迪A1即将上市，奥迪在A0级豪华车市场是新进入者，是市场的挑战者，需要给予大力度的推广；AudiA1isenteringthemarket.AsanewcomerinA0levelluxurycarmarket,Audiisachallengertothemarket,whichneedsvigorouspromotion.►而主要的竞争对手宝马MINI已经很早就进入中国市场，并已经得到广泛的市场认知，随着消费者需求的个性化发展，该细分市场的市场容量也越来越大。However,Audi’smaincompetitorBMWMINIhasenteredChinesemarketforalongtimeandgotwidemarketknowledge.Withthepersonalizeddevelopmentofconsumers’need,thecapacityofthemarketsegmentisbecominggreater.62019/8/15活动目的Purpose►提升关注度：在奥迪A1推出市场之期，结合系列营销活动，开展深度的推广，让更多的消费者关注这款新车型，为后期的销售打下基础；Raiseawareness:WhenAudiA1isonthemarket,wewillmakefurtherpromotiontogetherwithaseriesofmarketingeventssoastoletmoreconsumersnoticethenewcarmodel,layingfoundationforlatermarketing.►扩大市场声音：通过系列营销活动，结合杭州房地产行业的推广和与宝马MINI的对比试驾活动，并为冠军提供奥迪A1的一年使用权奖项，引起社会关注，扩大市场声音；Amplifythemarketvoice:WewilltrytogetsocialattentionandamplifyAudi‘svoiceinthemarketbyholdingaseriesofmarketingeventstogetherwiththepromotionofHangzhou‘srealestateindustryandthecontrasttestdrivewithBMWMINI,aswellasprovidingtheawardofone-yearrightofusingAudiA1forthewinners.►促进销售：通过最终与宝马MINI进行对比试驾，促进潜在客户购买，提升销售。Promotesales:ThroughthefinalcontrasttestdrivewithBMWMINI,wecanpromotethosepotentialcustomerstobuyandthuspromotesales.►传达和倡导奥迪A1的魅力生活方式；►和目标消费者形成共鸣，促进销售ConveyandadvocatetheglamorouslifestyleofAudiA1;Resomatewithtargetcustomerstopromotesales.72019/8/15奥迪A1产品特点►奥迪A1的亮点：►时尚的车声外观设计：饱满的发动机面罩，弧形的车顶线条，丰富的后车身；►个性化的选择：个性化及丰富多彩的内外饰组合；►信息娱乐系统；►运动及高效的技术：运动方向盘和动态底盘，优化的轴荷分配重量更轻，动态的驾驶体验和更高的安全；►ESP带电子差速器，运动悬挂带电子弯道牵引力控制ESP；►强劲的TFSI发动机，7速双离合，更低的油耗和排放；►奥迪A1，第一款完美融合动感科技与时尚设计的A0级豪车82019/8/15CharacteristicsoftheAudiA1Product►ThebrightspotsofAudiA1：►Fashionexteriordesign：wrap-aroundbonnet,curvedroofline,wrap-aroundtailgate；►Individualselect：Individual,colorfulinteriordesignwithhighestquality；►MMIsystem；►Sportyandefficienttechnologies：Sportysteeringanddynamicsuspension,optimisedaxleloaddistributionandlowtotalweight,Dynamicdrivingexperienceandhighlevelofsafety；►Withelectronicaxle-differentiallock:Sportssuspensionwithelectronictractioncontrolinbends；►PowerfulTFSIengines,Stronic(7-speed),Lowerfuelcon.,emissions►AudiA1,thefirstpremiumcarintheA0-Segment,perfectlycombiningtechnologiesandmoderndesign92019/8/15奥迪A1在中国的消费者特征描述►人口学特征：►年龄分布：20-35岁；►追求个性的女性，或是时尚、爱玩车的男性；►家庭年收入20万上下；►个性特征►自信充满活力，独立，喜欢运动；►相对低调；►价值观►不喜欢约束，追求多样的生活方式；►关注流行趋势，希望使用代表时代发展前沿的产品►愿为事业发展和获取更多财富而努力打拼►较为理性，注重内在品质►购车关注因素►安全、品牌和操控及动力他们是城市的精英，强烈的个性，高品位，进取和优秀的群体：是魅力生活的引领者102019/8/15CharacteristicsoftheAudiA1Customer►Demographicfeatures：►Age:25-35years►Personality-seekingfemale,orfashionablemalelovingtoplaywithcars►AnnualhouseholdincomearoundRMB200K►Personality►Confident,energetic,independent,lovesports►Nottooshowoff►Viewofvalue►Don’tliketoberestrained,seekdiversifiedlifestyle►Careabouttrendoffashion,wishtoowncutting-edgeproducts►Willingtoworkhardforcareerprogressandmorewealth►Morerational,valueintrninsicquality►Factorsincarpurchase►Safety,brand,maneuverabilityandpowerTheyarethecity'selite,strongpersonality,high-grade,aggressiveandtalentedgroups:thecharmoflifeisaleaderin112019/8/15奥迪A1在中国的目标用户分组GroupsoftargetusersofAudiA1inChina他们都对设计、品质、新事物、现代生活方式有较高需求Theyallhavehighdemandsforthedesign,quality,newthingsandModernwaysoflife►事业上升（年轻白领）►年龄：25-30岁，第一辆车或换购第一辆高档车，事业稳定，个人收入较高►时尚先锋►年龄：30-35岁，职业时尚，个性鲜明，性格外向，个人收入高►梦想起航（富二代）►年龄：20-25岁，初入社会，家境殷实，个人第一辆车，父母或家庭收入高122019/8/15宝马Mini的客户群体特点CharacteristicsoftheBMWMINICustomer►人口学特征Demographicfeatures：►年龄分布：30岁左右Age:about30years；►追求个性和时尚的女性Personality-seekingorfashionablefemale；►家庭年收入20万以上AnnualhouseholdincomeoverRMB200K；►个性特征Personality►个性张扬，爱表现Individuation,lovetheperformance；►追求完美Pursuitofperfection；►价值观Viewofvalue►关注流行时尚，并希望拥有Concernedaboutthefashionandwantstohave；►注重生活安逸，享受生活Focusonlifeeasy,enjoylife；►非常感性Veryemotional；►购车关注因素Factorsincarpurchase►注重外观Focusonappearance132019/8/15奥迪A1的目标客户群体和宝马MINI有比较