DMG-宝来发展规划0809(英文版)

1BoraCommunicationPlanProposal2002-08-102A.BORA20021stHalfYearCommunicationReview1.Brandcommunicationstrategy2.Mediapublicity,PReventsreview3BrandintroductoryperiodOct.2001-Dec.2001ForcefulbrandconceptpopularizingperiodJan.2002-Jun.2002Theme:Controllingpower,enjoyinglifeMeasures:ads,softnews,journalist,dealerevents,expertdrivetestObject:Bringingouttheconceptofthenewproductanditsposition,focusingonitscoreconceptandproductfeatures、Time:Nov.2001toDec,92001Theme:DynamicBora;HappyBoraTimeMeasures:ads,carexhibitionsandtestdriveforconsumers,PRevents,softpbulicityObject:forcefullyspreadandcommunicateoutbrandconceptTime:Dec.92001toJun.2002Theme:Driver’scarMeasures:Ads,promotions,PRevents,softpublicityObject:Penetrateintothelifeoftargetconsumers,reflectthefunofdrivingBoraandthelifestyleandmentalstateoftargetBoraconsumersTime:July2002toDec.2002Communicationexecutionatdifferentstages1、BrandCommunicationStrategyLongtermevents:carexhibition&testdriveBrandconceptconsolidationPeriodJuly2002toDec.3120024Boracarsalesvolumetrend（2002.1-7）010002000300040005000600070001234567Jan.Feb.Mar.Apr.MayJun.Borabrandimage,productconfiguration、functionsoftpublicityBorafourcityexhibitionandtestdrive7500km1stmaintenanceadsBoraWorldCupadsBoraWorldCupeventPowerseriesprintadsforecastTVCTeaserPowerBORAseriesinternetadsBORAHappyTimeSeriesPrintadsBoraExhibitionandTestDriveadsBora1.6LLaunchinformingadsChallengerCantoTVCDriver’sinternetadsPraisecantoBoraCoordinationSeriesInternetadsBora1.6LLaunchThe500,00thcar(BORA)off-linecelebrationJuly52.BranddirectionAccordingtothebranddirectionandthefeedbackfromthepublic,customersanddealers,starttorichthebrandimageofBoraandprepareforcommunicationconceptadjustment,andvia“BoraHappyTime”seriesprintadsofthenextstagetomakeapreparationPraisecantoCountrysidetimecantoCoffeeTimecantoDatetimecantoTEASERforecastChallenge“PowerBroa”imageads“BoraDriber’scar”imageadsPrintadsTVCInternetads6Outdoorsads“PowerBora”Seriesoutdoorsboard73PReventsEversincethelatterhalfof2001tothefirsthalfof2002,inordertohelpBorasetupitsindividualityinitsproductandbrandimage,aswellashelpthepublic,especiallythepotentialconsumerstoknowBora,toexperienceBoraandlikeit,andfinallyachieveabettersales,followingPReventsaredesignedandplannedENTERPRISEIMAGE:The500,000thBorasteppingdownfromtheassemblylineofFAW-VWProductionpopularization:BORALaunchTetralogy（Boraoff-line、Borarelease,Boraformallaunch、Bora1.6Llaunch）“ExperiencingBora,enjoythefun”2002BoranationwidecarexhibitionandtestdriveBrandimage:“Watchingexcitinggames,enjoyingBoraexcitement”The500,000thBorasteppingdownfromtheassemblylineBora1.6LlaunchWatchingexcitinggames,enjoyingBoraexcitement”ExperiencingBora,enjoyingthefunofdriving8MarketenvironmentConsumersBrandpositioningBorabrandcoreconcept•Toexcavatethebrandcoreconcept•Raisetheproductimage•Enrichtheproductconnotation•Ensurethealreadygotfruit•Expandmarketpositioningdistinction91.ViatargetcustomerunderstandingtoextendBoraimagethatcoincidentallymatchthelivingstyle,philosophyandvaluejudgementofourtargetcustomer.2.BythechangeoflaunchingBora1.6,asecondphaseofBoraimageestablishmentandcommunicationstrategywillbeimplementedtoproactivelyapproachcustomer’sdailylifeasaresulttogaintheirrecognitionandpreference.Coremessagedelivery:CommunicationStrategyforthelatterhalfof2002CaritselfDriverObjectivelyMentallyPhysicalConsiderationPsychologicalThinking10TARGETCOMSUMERS:ThebuyersofBorabelongtotheburgeoningmiddleclasswhoenjoyagoodtaste,andelicatesentimentandastrongsenseofego,movinguptopeakoftheirlife.Whentheyarepurchasingcars,theyseldomfollowthecommontrend:it'snottheirstyletobuyluxuriouslylookingbutcompletelyjoylesscars,consideringthefunofdriving,justoutofvanity.Fullofconfidence,defyingtheboundary,theyarechallengingthemselvesallthetime.Theyachievesuccessesforphases,whichareunusualforthepeopleoftheirage,withtheirwisdom,knowledgeanddiligence,holdingaboundconfidenceandhopeforthefuture.Suchagroupofpeopleemphasisself,possessofcreativityandarefullofyouthfulspirit.ANALYSISDISCOVERY:Theyliketoshowtheirabilityofoutdoingthemselvesandcontrollingtheirlifewithease,aswellastheirfeelingofthesuperiorityarisingfromthis.Bydoingthese,theydrawappreciation,praiseandadmirationfromotherpeople.BORACOMMUNICATIONBRIEFNAMEPLATEOFFERS:ExperiencingoftheexcitementandfunofselfchallengePOSITIONING:Driver’sCarAIM:Boraisacarthathasadeepunderstandingoflife,asitcanreflectmyvaluesandattitudetowardlife,andatthemeantime,Iquitebelievethatitsperformanceisfairlygood,sowhenIwanttobuyacar,ifI‘mwelloffenough,Iwillchoose1.8T,ifnot,a1.6willbeagoodchoice..Statusinquo:IacknowledgethatBoraisadynamicpersonalcar.AnddrivingBoracansatisfymyrequirementforpoweraswellasforconfirmationfromotherpeople.Tome,generallyspeaking,itisanicecar.WhenIamchoosingacar,BorawillbeonthelistofconsiderationSUPPORT:Stronginpower,moderninshape,fashionableindesign,advanceinassembly,andexcellentinratioofperformanceandpriceTONEOFPUBLICITY:Modernity,sensibility,confidenceRULESGOVERNINGTHEEXECUTION:1.Pressingclosetothelifeformofthetargetconsumers,theorigina