一汽大众全年计划-0430bilingal(双语)

奥迪C6上市广告策略建议AdvertisingstrategyproposalofAudiC6launch2005年4月30日April30,2005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CoretaskofC6launch:tomaintainA6’sleadershipandmarketshareinCsegmentofluxurysedan围绕C6的核心任务，我们着重考虑了四大重要关系：BasedonthecoretaskofC6,weconsidered4keyrelationships1.C5与C6的关系RelationshipbetweenC5andC62.品牌形象与销售的关系Relationshipbetweenbrandimageandsales3.形象与产品力的关系Relationshipbetweenimageandproductfeatures4.C6与竞品的关系RelationshipbetweenC6andcompetitors对C6上市的整体思考OverallconsiderationonC6launchC5与C6的关系RelationshipbetweenC5andC6对目前A6市场状况的思考ConsiderationsontemporarymarketbackgroundofA6现状：C5、C6销售互相牵制Currentstatus:C5collidedwithC6onsalesC5库存压力犹在C5stillfacesthepressurefromtheheavystock消费者开始观望等待C6上市ConsumerscametopostponetheirpurchaseawaitingthelaunchofC6问题：A6长时间没有市场声音Problem:LongmarketingvoiceabsenceofA6对C5消化库存不利BadforthesalesofstockedC5cars对A6维持影响力不利BadformaintainingmarketinfluenceofA6对C6聚拢人气不利BadforgatheringofC6prospects给宝马、皇冠、天籁扩大影响以可乘之机OpportunityforBMW,CrownandTeanatoexpandshare建议1：推出C6，解围C5ProposalI:launchC6toeaseC5以C6配额带动向经销商压货C5EncouragedealersstockingC5byrewardsofC6quota以C6经销商加价行为衬托C5的性价比优势ReflectthevalueformoneyadvantageofC5bydealershipprice-risingofC6同时解决了C6上市等待C5销售的被动局面SolveproblemsofbothprospectspostponingpurchaseandplainC5sales建议2：速推C5，解围C6ProposalII:speedthesalesofC5toeaseC6以C6配额向经销商压货C5EncouragedealersstockingC5byrewardsofC6quota对外宣布C6不定期推迟上市AnnouncetheunlimitedpostponingofC6’slaunch同时加大C5促销的宣传ReinforcethepromotioncommunicationofC5待C5销售进入尾声上市C6LaunchC6intheendofthesalesofC5对目前A6市场状况的思考ConsiderationsontemporarymarketbackgroundofA6品牌形象与销售的关系RelationshipbetweenbrandimageandsalesC6上市的挑战ChallengestothelaunchofC6豪华车市场竞争激烈Fiercecompetitioninthemarketofluxurysedan豪华车需求增长幅度有限LimitedincreaseofthemarketC6上市肩负着拉升价位和打开销量的双重任务ThelaunchofC6servestwotasksofraisingthepriceandextendingthesales品牌形象能否推动C6超越C5再上新高度？IsbrandimagecapableofenhancingC6tosurpassC5andreachnewheights?塑造C6品牌形象的必要性thenecessityofbuildingC6’sbrandimage品牌形象能推动C6再上新高度BrandimagecanenhanceC6toreachnewheights1.竞争对手竞相抢占形象制高点Competitorsfightforthepositionofbenchmarkimage2.品牌形象是消费者购买决策的重要依据Brandimageisoneofthekeyconsiderationsinpurchasedecision3.形象建设是奥迪品牌的长期战略ImagebuildingisamongthelongtermbrandstrategyofAudi上市广告首先在熟悉阶段发挥作用，电视广告的作用最大LaunchadswouldfirstlyfunctionthroughouttheacquaintancestagewhileTVCwasthepriority熟悉阶段Acquaintance考虑阶段Consideration2314131211986电视广告TVC上网查询Internet车展AutoExhibition朋友/亲属介绍Friend/Relative报纸广告Newspaper经销商/销售人员介绍Retailer/Sales报纸文章NewspaperEditorial杂志文章MagazineEditorial%2218141288665朋友/亲戚介绍Friend/Relative经销商/销售人员介绍Retailer/Sales车展AutoExhibition上网查询Internet电视广告TVC杂志文章MagazineEditorial报纸广告NewspaperAds汽车厂家举办的各种推广活动MarketingCampaign报纸文章NewspaperEditorial%38211711522经销商/销售人员介绍Retailer/Sales车展AutoExhibition汽车厂家举办的各种推广活动MarketingCampaign朋友/亲戚介绍Friend/Relative上网查询Internet报纸广告NewspaperAds杂志文章MagazineEditorial%体验试驾阶段Experience经销商/销售人员介绍Retailer/Sales朋友/亲戚介绍Friend/Relative汽车厂家举办的各种推广活动MarketingCampaign车展AutoExhibition上网查询Internet电视广告TVC去汽车销售店自己看GotoDealerShop%获取有效信息ObtainEffectiveInfo数据来源:AC尼尔森04年奥迪专项调查Source:ACNielsenY04customizedresearchforAudi竞品借助电视广告抢占宣传制高点Howdoescompetitors’adsfightfortheinitiative?Source:AC尼尔森2003奥迪专项调查竞品电视广告策略CompetitiveTVCstrategy高档轿车上市电视广告案例ILaunchTVCsofpremiumsedanscaseI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JudgingthelaunchcampaignsofBMW5series,CadillacCTSandBuickRoyaum,TVCswereemotionallyimage-oriented.宝马5系BMW5series凯迪拉克CadillacCTS荣御Royaum高档轿车上市电视广告案例IILaunchTVCsofpremiumsedanscaseII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ToyotaCrownappliedtwolaunchTVCs,whichwerebrandimage.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thelaunchTVCofTeanahighlightedproductfeatures,soastobuildupthebrandimage.高档轿车上市电视广告案例IIILaunchTVCsofpremiumsedanscaseIII竞品后续广告策略Competitivesuccessivestrategy后续阶段广告案例ISuccessiveadcaseI上市阶段：新不可测；全新车型Launch:unpredictablenew;allnewproductseries后续阶段：势不可挡；动力强劲Successive:prevailingpower;marvelouspower凯迪拉克广告坚持以形象为主，兼带传播产品特色Cadillacadsfocusedonimagewithrelativeproductfeaturesupports.后续阶段广告案例IISuccessiveadcaseII上市阶段：生活工作双重享受,超凡座驾Launch:doubleenjoymentfromlifeandwork;superbcar后续阶段：更多车型选择Succession:morepackageoptions宝马形象广告持续时间较长，逐渐过渡到产品广告BMWimage-orientedadssustainedforalongperiodandshiftedtoproductadsgradually后续阶段广告案例IIISuccessiveadcaseIII上市阶段：超凡登场：V6发动机、时尚设计Launch:superbdebut;V6engine,trendydesign后续阶段：年度车大奖：V6发动机、时尚设计Launch:caroftheyear;V6engine,trendydesign天籁平面广告突出传播产品特色，并以此树立形象Teanaadsfeaturedproducttobuildimage品牌形象对于豪华车购买极为重要Brandimageisvitaltothepurchaseofpremiumsedan从消费者调研中，我们发现Basedonconsumerresearches：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’perceptionsonbrandimagearecloselylinkedtooverallproductimpression.(CarresearchbyIpsos)“对产品的感觉不可能和品牌分开说。”“Experiencesfromtheproductshouldn’tbeseparatedfromthebrand”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）KeyconsumerpurchasetriggerofAudiliesinitsbrandimage(BrandresearchbyACNielsen)“大气稳重、高科技、代表成功、质量好。”“Elegantandsteady,hi-tech,symbolofsuccess,finequality”产品性能是作为品牌形象的支持点被看待的（Ipsos车型调研）Productperformancewastakenasasupporttobrandimage(CarresearchbyIpsos)