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奥迪A8LPA上市整合营销方案AudiA8LPALaunchIMCPlanJun26th20142目录1A7PI上市传播策略A7LaunchCommunicationStrategy2创意概念及展示CreativeConcept&Demo3传统媒介计划MediaPlan4上市活动LaunchEvents3目录1A7PI上市传播策略A7LaunchCommunicationStrategy2创意概念及展示CreativeConcept&Demo传统媒介计划MediaPlan4上市活动LaunchEvents3传统媒介计划MediaPlan4目标/OBJECTIVES1.在竞争日趋激烈的豪华车市场，保持并增加A7的吸引力GeneratedemandfortheA7inachallengingluxurysegment2.通过A7传播，给奥迪品牌注入活力和新意，巩固并扩大品牌在中国市场的领先地位LeveragetheA7torevitalizetheoverallAudibrandandwidenthebrand’sleadershipgap3.强化奥迪区别于其他竞品的特有调性Doitallinawaythatfeelsandlooksdistinctly“Audi”5思考逻辑/FRAMEWORK目标受众的追求还有什么未被满足的需求？ConsumerDesireWhatneedisnotbeingmet?A7的优势A7最具价值的优势在哪？A7’sEdgeWhattheA7mostvaluableadvantage?豪华车市场的机遇竞争的本质是什么？CategoryOpportunityWhatthetruenatureofthecompetition?CreativeWhat’sthebigA7idea?EngagementHowwillwebecomeanindispensiblepartofconsumers’lives?创意A7的创意主概念是什么？策略什么才是致胜的传播方法?整合传播我们如何变成受众生活中不可或缺的一部分？StrategyWhat’sthewinningapproachtocomms?6•预计未来三年内中国将成为全球最大的豪华车市场•Chinaexpectedtobecomeworld’slargestluxurycarmarketwithinthenext3years•林肯，凯迪拉克，捷豹，雷克萨斯，英菲尼迪都在极具侵略性地扩张•Lincoln,Cadillac,Jaguar,Lexus,Infiniti–allaggressivelyexpanding•“中国人对德系豪华车情有独钟，业内专家认为中国消费者对于单个品牌的忠诚度相对来说还很低，这为新的车型提供了很多机会。”•WhileChinesedesireforGermanluxurybrandsisstrong,industryexpertssayloyaltytoasinglebrandisrelativelylow,providinganopeningfornewcomers.”–WSJ,2014在豪华车市场，消费者有很多的选择，而且选择会继续增多。Consumerswillhaveunlimitedoptionsinluxurycars…andthoseoptionswillkeepexpanding奥迪该如何适应这样的市场？HowdoestheAudifitin?#1:从多个层面来看，豪华车市场仍在增长BYANYMEASURE,THELUXURYCARCATEGORYISGROWING73.5L600,000700,000800,000900,000AUDIA730TFSIModern时尚型30TFSIVogue进取型35TFSIQuattroTechnique技术型50TFSIQuattoLuxury豪华型650,000750,000850,0001,000,00050TFSIQuattroComfort舒适型JaguarXF2.0LTCharge涡轮增压550,000500,0003.0LSCharge机械增压VWTouareg3.0LTCharge涡轮增压3.6L3.0LSCharge机械增压BMWX5LexusRX3.0LTCharge涡轮增压400,0002.7L3.5LRMBBMW5GT528i领先型528i设计套装型535i领先型535ixDriveCLS320CLS4004MATICMBCLSCLS260#2:A7的价格区间较大，覆盖到来自不同车型的竞争THEA7’SWIDEPRICERANGEINSERTSITACROSSMANYCONSIDERATIONSETSCLS350CLS300核心竞争对手DIRECTCOMPETITORSEXTENDEDCOMPETITORS扩展竞争对手ALTERNATIVECOMPETITORS可替换细分市场8A4主流Mainstream传统奥迪“ClassicAudi”新一代奥迪“NewGenerationAudi”A7尖端???Top-end???A3掀背HatchbackR8“超跑玩具”“SupercarToy”TT“玩具”“Toy”Q7大家庭BigFamilyQ5小家庭SmallFamilyA8“上层政府官员”“TopGovernmentOfficial”A6“中层官员”“CityOfficial”A5PracticalTT实用版的TT资料来源：BBH定量分析报告Source:BBHQualitativeFeedback#3:此外，消费者不太了解A7在奥迪家族中的定位MOREOVER,CONSUMERSAREUNSUREABOUTTHEA7’SROLEWITHINTHEAUDIPORTFOLIO奥迪在中国消费者的心中还是一个比较成熟的形象，但A7在其中的定位还不是很清楚…Audi’sleadershippresenceinChinahasgivenConsumersasophisticatedunderstandingofitsportfolio,yettheA7’sroleisstillimprecise…9A7在豪华车市场的机遇A7’SCATEGORYOPPORTUNITY1)可供选择的豪华车品牌和车型不断增加1)Ever-expandingnumberofluxurycaroptions2)多个级别的车型与A7直接竞争2)A7competingacrossmultiplesegments3)在目标受众眼中，A7在奥迪家族中的定位不精确3)A7’simpreciseportfolioroleConsumers’minds对于大多数豪华车购买者，选择A7需要足够理由Formostluxurycarbuyers,theA7isanunconventionalchoicethatneedsexplanation豪华车市场的机遇赋予A7更鲜明的品牌形象CATEGORYOPPORTUNITYSubstantiatetheA710历年回顾与展望EVOLVINGTHECAMPAIGN通过阐述A7之于目标受众的意义，来鲜明化A7的品牌形象WHYDOESTHEA7EXIST&WHOISITFOR2011灵感天成(设计)2011InspiredDesignfromAbove(Design)2015赋予A7更鲜明的品牌形象2015YearofSubstantiation2012创新平视显示系统(科技)2012InnovativeHUD(Technology)2013优雅与风格(设计)2013Elegance&Style(Design)2014有远见的品鉴(设计/科技)2014TastewithVision(Design/Technology)着重呈现A7的外观设计与科技等功能点WHATTHEA7LOOKSLIKE&WHATITOFFERS11繁多却又雷同的竞品广告宣传KEEPINGCLUTTERINMIND我们的创意如何在此环境中脱颖而出？HOWDOWECUTTHROUGHTHECREATIVECONVENTION?12目标受众的追求ConsumerDesireA7的优势A7’sEdge豪华车市场的机遇赋予A7更鲜明的品牌形象CategoryOpportunityDisruptiveSubstantiation创意整合传播EngagementStrategy策略Creative13他们深层追求是什么？BEYONDTHEDEMOGRAPHIC,WHATDOTHEYPURSUE?综合格斗运动员&稀有金属经纪MMAFighter&RareEarthMineralsBroker婚庆服务公司&精品店店主WeddingService/FashionBoutiqueMogul医疗机械投资&绿豆贸易投资HealthcareMachines&GreenBeansTrader政府官员&幸运7豪华车俱乐部创办人GovernmentBureaucrat&FounderofLucky7CarClub音乐/电影投资人&有机植物投资人Movie/MusicInvestor&OrganicVegetableEntrepreneur14听听他们怎么说…LET’SHEARWHATTHEYHAVETOSAY…15人生阶段…WithLife…豪华车…WithLuxuryCars…“做的事都和赚钱有关”(安全感)“It’sAllAboutMakingMoney–nomatterwhat”(Security)第一阶段心态1stStageMentality第二阶段心态2ndStageMentality“我还是要赚钱，但是一定是用我的方式”(热情)“I’mstillinterestedinmakingmoneybutmoreonmyownterms”(Passions)“我要展示我的成功”(地位的象征)“Iwanttoprojectmysuccess”(Status)“我奔驰都开过了，那现在呢？”我想要一些不同的。(内涵)“IdriventheBenz,nowwhat?”Iwantsomethingdifferent.(substance)#1:“第二阶段”心态#1:“2NDSTAGE”MENTALITY16真正的权力、自信及影响力体现在收放自如，张弛有度Abeliefthatrealpower,influenceandconfidenceisaboutshowingrestraint对他们来说,懂得适时的“低调”是一种优势Forhim,being“lowkey”canbeangreatadvantage#2:有节制的发挥#2:STRENGTHTHROUGHRESTRAINT“你要成为一只披着羊皮的狼。”—上海宝马车主“Youhavetobethewolfislamb’sclothing.”—BMWowner,SH“当你真正有用“它”的时候，你就不需要再去炫耀了。”—北京奔驰车主“Whenyoureallyhaveit,”there’snoneedtoflauntit.”--MBowner,BJ17#3:“液态”阶层#3:MEMBEROF“THEFLUIDCLASS™”•他们不把自己限制在某个领域、某个类型或某种格局，他的成功往往来自于他对机会的敏感捕捉和准确把握。•Theirsuccessisbuiltonmulti-category,multi-business,multi-relationshipopportunism•他天生好奇，常常被好奇心和兴趣驱动，敏感发现各种商机。•Theymovewherethegapsare–directedbytheirinterestsandcuriosity•他们是实干家，更善于连接各种可能性，敢于尝试–对他们来说灵感就是氧气。•Theyaredoers,connectorsandexperimenters–inspirationistheiroxygen18目标受众的追求CONSUMERDESI