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1、Bora Communication Plan Proposal,A. BORA 1st Half Year Communication Review1. Brand communication strategy2. Media publicity, PR events review,,Brand introductory periodOct.2001-Dec.2001,Forceful brand concept

2、 popularizing periodJan.2002-Jun.2002,Theme: Controlling power, enjoying lifeMeasures: ads, soft news, journalist , dealer events, expert drive testObject: Bringing out the concept of the new product and its position

3、, focusing on its core concept and product features、 Time: Nov.2001 to Dec,9 2001,Theme: Dynamic Bora; Happy Bora TimeMeasures: ads, car exhibitions and test drive for consumers, PR events, soft pbulicityObject: force

4、fully spread and communicate out brand conceptTime: Dec.9 2001 to Jun.2002,Theme: Driver’s carMeasures: Ads, promotions, PR events, soft publicityObject: Penetrate into the life of target consumers, reflect the fun of

5、 driving Bora and the life style and mental state of target Bora consumersTime: July to Dec. 2002,Communication execution at different stages,1、 Brand Communication Strategy,,,Brand concept consolidation Period July t

6、o Dec.31 2002,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,Bora car sales volume trend（2002.1-7）,0,1000,2000,3000,4000,5000,6000,7000,1,2,3,4,5,6,7,,,,,,,,,Jan.,Feb.,Mar.,Apr.,May,Jun.,Bora brand image, product

7、configuration、function soft publicity,Bora four city exhibition and test drive,7500km 1st maintenance ads,Bora World Cup ads,Bora World Cup event,Power series print ads forecast TVC Teaser Power BORA seri

8、es internet ads,BORA Happy Time Series Print ads,Bora Exhibition and Test Drive ads,Bora 1.6L Launch informing ads,Challenger Canto TVC,Driver’s internet adsPraise canto,Bora Coordination Series Internet ads,Bora 1.6L

9、Launch,The 500,00th car(BORA) off-line celebration,,July,2. Brand directionAccording to the brand direction and the feedback from the public, customers and dealers, start to rich the brand image of Bora and prepare for

10、communication concept adjustment, and via “Bora Happy Time”series print ads of the next stage to make a preparation,,,Praise canto,Countryside time canto,Coffee Time canto,Date time canto,TEASER forecast,Challenge,“Power

11、 Broa” image ads,“Bora Driber’s car” image ads,Print ads,TVC,Internet ads,Outdoors ads,“Power Bora” Series outdoors board,,,,3 PR eventsEver since the latter half of 2001 to the first half of 2002, in order to help Bora

12、 set up its individuality in its product and brand image, as well as help the public, especially the potential consumers to know Bora, to experience Bora and like it, and finally achieve a better sales, following PR even

13、ts are designed and plannedENTERPRISE IMAGE: The 500,000th Bora stepping down from the assembly line of FAW-VWProduction popularization: BORA Launch Tetralogy（Bora off-line、Bora release, Bora formal launch、Bora 1.6L l

14、aunch） “Experiencing Bora, enjoy the fun” 2002Bora nationwide car exhibition and test driveBrand image: “Watching exciting games, enjoying Bora excitement”,The 500,000th Bora stepping down from the assembly line,Bora

15、 1.6L launch,Watching exciting games, enjoying Bora excitement”,Experiencing Bora, enjoying the fun of driving,To excavate the brand core conceptRaise the product imageEnrich the product connotationEnsure the already

16、 got fruitExpand market positioning distinction,,1. Via target customer understanding to extend Bora image that coincidentally match the living style , philosophy and value judgement of our target customer. 2. By the c

17、hange of launching Bora 1.6, a second phase of Bora image establishment and communication strategy will be implemented to proactively approach customer’s daily life as a result to gain their recognition and preference.

18、Core message delivery:,Communication Strategy for the latter half of 2002,,Car itself Driver Objectively MentallyPhysical ConsiderationPsychological Thinking,,,,,TARGET COMSUMERS:The buyers of

19、Bora belong to the burgeoning middle class who enjoy a good taste, an delicate sentiment and a strong sense of ego, moving up to peak of their life. When they are purchasing cars, they seldom follow the common trend: it&

20、#39;s not their style to buy luxuriously looking but completely joyless cars, considering the fun of driving, just out of vanity. Full of confidence, defying the boundary, they are challenging themselves all the time. T

21、hey achieve successes for phases, which are unusual for the people of their age, with their wisdom, knowledge and diligence, holding abound confidence and hope for the future. Such a group of people emphasis self, posses

22、s of creativity and are full of youthful spirit. ANALYSIS DISCOVERY:They like to show their ability of outdoing themselves and controlling their life with ease, as well as their feeling of the superiority arising f

23、rom this. By doing these, they draw appreciation, praise and admiration from other people.,BORA COMMUNICATION BRIEF,AIM:Bora is a car that has a deep understanding of life, as it can reflect my values and attitude towar

24、d life, and at the mean time, I quite believe that its performance is fairly good, so when I want to buy a car, if I‘m well off enough, I will choose 1.8T, if not, a 1.6 will be a good choice..,Status in quo:I acknowled

25、ge that Bora is a dynamic personal car. And driving Bora can satisfy my requirement for power as well as for confirmation from other people. To me, generally speaking, it is a nice car. When I am choosing a car, Bora wil

26、l be on the list of consideration,SUPPORT:Strong in power, modern in shape, fashionable in design, advance in assembly, and excellent in ratio of performance and price,TONE OF PUBLICITY:Modernity, sensibility, confiden

27、ce,RULES GOVERNING THE EXECUTION:1. Pressing close to the life form of the target consumers, the originality should be in accordance with their values and psychological state2. Confusion should be avoided between the t

28、raditional opinion of "having achieved success" and the image of enterprising and gaining period success one after another. (The latter is what should be manifested.)3. Getting rid of the creating method of un

29、ilaterally focusing on youth and color.4. The sensible way of exhibiting the idea should play a most important part in touching the consumers psychologically and the power of humor will sometimes play a key role.,Brand

30、introductory periodOct.2001-Dec.2001,Forceful brand concept popularizing periodJan.2002-Jun.2002,,Brand concept consolidation Period July to Dec.31 2002,Subject: Driving power, endless excitement for lifeObjective:

31、forcefully promote the new product concept and positioning,Topic: power Bora；Bora happy timeObjective: Forceful brand concept popularizing,Topic: Exceeding Fun and execitementMethod: Ads、SP、PR events、Soft communic

32、ationBrand direction: from rational to sensational, from car to car owners、from physical to psychologialAdvertising: Brand ads、function ads、event coordination adsPR events： Brand image：car owner event、car subject

33、 events, sports、 Cultural event sponsorshipSP：Buying cars, winning the chance to attend Bora special training camp、“Comfortable upgrading version” SP、area promotion（Shen

34、zhen、Chengdu） After servive：after service month、service center challenge,Stage communication execution strategy,Bora Brand Building Strategy：3B Strategy,,,Name Plate Building,Relationship Building,Win-Win Building,S

35、tep 1,Step 2,Step 3,Aug. 8, 2001,Aug. 2002,2003,Demonstration of 3B Strategy,Building of Name Plate?。璗he key of launch of new products is to build a good brand image among the consumers and expand the brand fame.　－Af

36、ter about one year’s advertising, PR events, Bora has set up a considerable brand image among the consumers.　Building of Relationship ?。璂uring the brand development, the establishment of a good relationship with cons

37、umers, media and dealers is a key to its consistent development.?。瑽y using different strategies, close the relationship with them and set up a good brand relation.Building by Win-Win?。璂uring the mature stage of the b

38、rand, the construction of a complete and personal service, aiming at achieve a win-win mode for both the manufacturer and the consumers will affect the further growth of the brand.,Name Plate Building,,Market Positioning

39、,,,,,Above the line,Below the line,,,,,TVC,Print ads,Internet,,,,,,Events,PR,,TeaserChallenger,Dynamic Bora SeriesPraise CantoHappy Time Series,Internet adsMini internetcoordination,-Bora Launch (Xiamen)-1st Bora H

40、anding-over Ceremony-Exhibition and Test Drive-Bora 1.6 Launch,HaichenDaily communi-cation,,Relations Building,,,,,,Customer relations managementCRM,Dealer relations managementDRM,Media relationsManagementMRM,,

41、,,,Car owners,Potential consumers,Anniversary of BORA launch,Bora opera,,Care for Jetta, Experience Bora,,,,,,,Bora handbook,Internet,,,,,,Service image,Sales Promotion,,“Service Star”Challenge,“Sales Master-hand”

42、Challenge,,,,Spring Festival SP,Logistic support,,Function TVC,,Publicizing gift production,,Rules for dealers,,Media saloon,Win-win Building,,,,,Customers,F-VW,,Brand Loyality,Sales Increase,Car ConfigurationTechnol

43、ogyPrice LevelBora GradingOwner Benefits,Strong Name-plateSales GrowthQuality Services,Word of Mounth,,Brand Asset,Why do we need to build CRM？,CRM has become a core of corporate competition strategy as well as a pr

44、ofit increasing point.Only when a corporate really understands and grasps the need of customers can they adjust to the market demand and get an upper hand in the fierce market.,CRM Management,Customer data base,Contact

45、 channel,Activities,Updating of the data,FAW-VW,Car owner,Dealer,,Direct mailing,E-mail,Telephone,SMS,,,Club,Car owner feedback,Dealer information,,Monthly-published magazine,,,,,,,,,,,,,,Club activities,（periodical）,Sub

46、ject events,（with interval）,（Integral scores record),（magazine and activities ）,1,2,3,4,Recent event plan1、 Care for Jetta, new experience from Bora2、“Sales master-hand、Service Star” challenge3、Bora Media Saloon Plan

47、4、“Exciting Bora，enjoyable opera” road show proposal5、 “Bora Club” Magazine,Care for Jetta, new experience from Bora,Campaign Schedule：,A. Contact Bora owners：Sept. 15-Sept.25Criteria: Jetta owners (over 5yrs) ------p

48、urchase of the name listContact method: collect the name list of Jetta owners who are willing to change for a new carContact content: find out their possible changing target: BORA1.6，1.8，.1.8TB. Execution of the Te

49、st Drive: Oct. 1-Oct.7Location: Guangzhou, Beijing, and other places where Jetta sales have been carried out for quite a long time.Preparation: confirmation of the location, place and relevant material for the test dri

50、veExecution plan: refer to “Experience Bora, enjoy the fun ” test driveC. Follow up the sales to Jetta owners：after Octo.7Driving feeling: find out the purchase intention of Jetta owners and follow upDiscount activ

51、ity: Bound gifts or give discount to Jetta owners when they buy Bora car,Hot news for Media：,Jetta owners gathering　Invite a group of Bora owners to attend the test drive and share the driving pleasure of BoraAward for

52、 buying Bora　Jetta owners who buy Bora after the test drive will be given a ticket to “Exciting Bora, enjoyable opera”Media saloon　Attract the attention of the journalists with media saloon　Saloon topic: not confirme

53、d yetWin-win mode　This will be an example in showing the effort of FAW-VW in raising the comprehensive strength by combining the sales force of Jetta and Bora. It is a brand new mode of “care-for-the-customer manageme

54、nt ”,Publicity coordination: Sept.1-Oct.10,“Care for Jetta, new experience from Bora”,To the publicCampaign announcementCampaign publicity,To the target buyersPublicityUrging the participation,To the publicPublicity

55、 of CI and brand image,BORA“Sales master-hand、Service Star” Challenge,Bora “Sales Master-hand” Challange　　　－－Pre-sales, mid-sales service event,The important duty of sales people　Representative of the Corp.: their

56、 demeanor, words and deeds,directly affect the corporate image　Consultant for consumers：they are the consult for consumers unfamiliar with cars, who make up the majority of the customers.　The front of knowing the marke

57、t: directly find out the need of consumers and the situation of their competitors　Create the need：create the consumption desire and the opportunity of choosing BoraEstablish an integrated service system　The narrow se

58、nse of service focuses on after-service, while actually, pre-service, and mid-service show the service quality and sense too. 。Upgrade the capacity of sales group　Under the competition mechanism，sales people will be mo

59、re active and full of initiative.,Background,Expected effectiveness,Publicize the service tenet of FAW-VW　Via the event, publicize the service tenet of FAW-VW and establish a good service image.Perfect service system　

60、Establish the concept of integrated service, and enhance the service sense of sales peopleEstablish a competition mechanism among sales people　Via the event, establish a competition mechanism among sales people so as t

61、o intensify their competition sense and raise the service qualityIncrease the sales volume　By optimizing the service quality and sense of the sales people to increase the ratio of contact success.,Event Schedule,Pre wa

62、rm stage: grading,Primary stage: area selection,Final stage: champion selection,Bora “Service Star” Challenge　　　　　　　　?。瑼fter service event,Event Schedule,Pre warm stage: grading,Primary stage: area selection,Final sta

63、ge: champion selection,Feedback from service department and area office,The grading system of the consumers to the service center and service personnel is not scientific.Fully utilize the survey result (March to June) p

64、rovided by the after service department to assist the execution of the event. This competition will affect the future service of the service centers.The method of giving consumers more favor is feasible.,Adjustment,Use

65、 the pre-phase result of survey to build the grading criterionAccording to the feedback from the service department, change the “Star Service Center” competition to “Service Star” Competition so as to increase the feasi

66、bility in execution.As for the consumers, they will be presented with events of favor instead of participating in the grading. Simplilze the the event content so as to make it much easy to carry out.,BORA Media Saloon

67、Program,Objective,Via media saloon, invite the media people and subtly ask them to pay more attention to the positive information of FAW-VW and keep a low tone to the negative part. Inform FAW-VW of the holding of this

68、kind of saloon regularly Attract the attention of journalists to FAW-VW again and increase the exposure frequency of FAW-VW products, and the contact frequency with customersBetter the communication between FAW-VW, its