【广告策划PPT】elysee公关传播方案.ppt

05款爱丽舍公关传播方案 Elysee 05 PR communication plan for Elysee 05,时空视点传播机构北京 上海 广州 杭州Dec.13-04,05新款爱丽舍传播目标objective,帮助05款爱丽舍顺利的导入市场，建立消费者对其迅速的认知Help Elysee smoothly insert to markets,set up consumers cognition推动用户体验产品，借此产品积累消费者对爱丽舍和东风雪铁龙品牌的深入认知Fund up the understand of Elysee and citron brand through to users experience of product,作为改款车，爱丽舍05款该如何传播？How to launch Elysee as a change fund car?,在改款车上市案例研究中，时空视点选择04年传播较为成功的桑塔纳3000上市传播和新捷达两款车的传播策略In this report,Evision will give two examples as Santana 3000 and new Jetta which is successful launch in 2004,时空视点传播机构对改款车上市传播策略进行过系统研究，以此指导爱丽舍05款上市的传播策略：Evision has already systematic researched communication tactics of change fund car,that to make the communication tactics of Elysee according this guidance,改款车上市传播研究research report,桑塔纳3000Santana 3000,上市背景,中级车市场自2003年下半年以来，售价12万18万元、排量1.8升的中级车已经开始日渐成为国内轿车市场的消费主流。3000型取代2000型普桑问世近20年、2000型投产近10年之后，作为国内单一品牌保有量最大的轿车-桑塔纳正在面临产品的老化和市场的衰退上海大众希望通过更新型产品，重塑桑塔纳品牌。并在中级轿车市场上与凯越、伊兰特等新锐产品竞争,background,Intermediate marketSince the second half of 2003,intermediate cars what the price of 120-180thousand Yuan,displacement 1.8 liters has already begun to become the main-consumption of the domestic car market 3000 replace to 2000The moment of the general Santana came out 20 years,2000 types have gone into operation 10 years,Santana as the top selling car was facing the decline of the products and wearing out marketShanghai Volkswagen hoped to rebuild the Santana brand through reflash style of car,voice:(public image)对新车猜测：桑塔纳3000可能要上市Vs桑塔纳3000可能不会上市The image of the new product:Santana 3000 will come out of the market Vs Santana will not come out of the market公众：Public:桑塔纳可能要出3000型了Santana 3000 going show out 桑塔纳3000型是什么样的车？What kind of the car is it?,Step one,传播内容:(品牌故事)Voice:brand story桑塔纳品牌的历史（历史回顾、产业贡献、市场反应等）The history of Santana(review,offers,market feedback,and so on)桑塔纳品牌在中国的未来The future of the brand in china公众：Public:桑塔纳品牌是一种属于中国市场的品牌Santana is an part of Chinese market brand 应继续支持桑塔纳品牌Should be continue to support,桑塔纳3000第二轮传播step two,传播内容：(媒体试车)Voice:test drive of media上海大众的实力和决心The strength and purpose产品first look（试车）First look(test drive)公众：Public:桑塔纳品牌是一种属于中国市场的品牌Santana grow up with Chinese auto market,应继续支持桑塔纳品牌Carry on support Chinese brand,桑塔纳3000第三轮传播step three,桑塔纳3000第三轮传播step three,传播内容：(改款车利益点)Voice:Advantage of the new style谍照(外观)Picture(face)价格猜测Price image公众：Public:桑塔纳3000快要上市Santana 3000 land in market soon上市价格Whats the price in market,传播内容:(密集传播)event:活动仪式新闻传播Action/news communication配合产品的试驾活动进行配合传播Communication for test drive公众：public产品的改进点Improvement of product产品的最新价格The latest price of new product,传播内容:(市场评论传播)Voice:commentary of market突出改款车在产业中的地位Stand out the status of new style产品品牌的传播Communication of brand公众：Public:重温品牌的口碑效应Review brand intension了解产品的市场地位Deep understand the product worth,传播内容:(产品功能传播)Voice:(function)对改款车的功能改进点进行详解Minute introduce the improvement进行对比性传播Compare with others公众：public熟知产品的核心利益点Know the key message very well了解与竞争品牌的区分Know the different with others,传播内容:(试驾传播)Event:test drive体验传播体现改款车的技术特征Reflect that changes the technological characteristic of the fund car 公众：public全面了解体会到改款车的产品优势All-around realize the advantage of the new car,桑塔纳3000改款传播研究,点评：桑塔纳3000还未上市，就在全国引发了一起“3000悬念”，媒体纷纷扎进解密3000的怪圈，在其外观线条变化、2000是否停产等细节上纠缠不休，让消费者有石破天惊的分量感。待到解密之日，可以总结为：“加质不加价，桑塔纳2000变相降价”。但就是这样一个简单的降价，上海大众却利用桑塔纳2000这个单一车型销售之冠即将被替代作悬念，将众人的目光引向还未现身的替代车型，营造神秘感；利用桑塔纳2000代表一个时代的概念，推出3000的升级概念，将3000的地位推向另一个高点。整体传播安排有序,但缺乏用户对产品的体验性传播和改款产品的对比性传播过少。,Before Santana 3000 come into the market,all countries had a imagination of 3000,The national medias all pay attention to the specific of the product-what change of the face?whether the 2000 stop production?Have attracted consumers height attention and interest.when the result clear revelation:“more offers but same price”,the simple action of reduce the price of Santana 2000,dressed up as the issue of the new products Santana 3000,Guide everybody interest in the upgrade new style what was not appearing yet,build mystique.and also made a picture that the times represented by Santana 2000 is over,Santana 3000s times coming,Push the position of 3000 to another culmination This is a integrity and typical PR communication,but the cases weakness is Users experience and products contrast not enough,新捷达New Jetta,上市背景background,捷达情况：introduction:捷达一直不变的“朴实”外形让钟爱时尚的人们颇有微词。The fashion person all dont like the never changes image-“plain”捷达已经经历了3次大的技术革新，完全是趋向于实用主义，符合当时消费者的心态。Jetta has already gone through 3 great technological innovations,has totally trended towards the pragmatism,accord with consumers need at that time.新捷达项目于2002年2月正式启动，总投资为3亿元人民币，是一汽-大众公司与德国保时捷公司开发小组历经两年的严谨合作，在长春共同完成。The new Jettas project was started in February 2002,the investment was 300 million Yuan,the Faw-Volkswagen and German Porsche develop together in two years,finish together in Changchun.,市场状况：Marketing:有富康和桑塔纳 2000 的改型在前，新捷达的问世也早已在人们的预料之中。但其上市的速度之快，改进的项目之多还是超出了许多业人的估计。New Jetta launch out later than Fukang and Santana 2000,its already in peoples expectation.but out of expectation,it come into the market so fast and improved so many在个性消费氛围日益浓烈的中国，消费者对汽车的外形和其他配置的人性化要求越来越高。In Chinese market right now,consumers require to more humanization of the appearance and other dispositions,传播内容:(品牌故事)Voice:brand story捷达历年的辉煌业绩，消费者调查显示、近期捷达业绩等文章的宣传Refulgent history of Jetta,Consumers investigate,latest achievement of Jetta公众：public捷达一个老品牌，有着辉煌的业绩Jetta is an old and Refulgent brand捷达是一款大家都公认的好车Jetta is a good car that everybody confessed,传播内容:(舆论关注)Voice:The public opinion 传播一汽大众将要推出04款捷达The new Jetta 04 will launch out对比传播巩固捷达的市场地位Compare with and propagate the market status which consolidates Jetta 老款捷大降价，腾出价格空间Great sale of old Jetta,Vacate the price space 公众：public04款的捷达应该是一辆不错的车The Jetta 04 should be good,传播内容:(最后悬念)Voice:(last image)引导舆论，加强关注各种已上市信息的传播新款捷达的产品技术宣传公众：捷达随时就上市了，现在已买得很火捷达实力很强，非消费者欢迎度高,传播方法：(密集传播)上市仪式新闻,的传播 the new of launch产品活动传播,软文配合 event with news人物采访,企业,产品品牌的传播 interview,Enterprises product and brand communication公众：public关注改款产品的外形,配置和价格 more care of the face,price,disposing of the new product,传播方法：(改进点传播)Voice:通过改款车的价格,产品性能,外观等进行详解Minute introduce the price,performance,face and so on公众：Public:持续关注改款产品的外形,配置和价格Still attention in the face,price and disposing of the product,传播方法：(市场评论)Voice:commentary of market新捷达在中级轿车市场中的地位the status of new style in intermediate car market 公众：Public:产品品牌的理念,内涵The idea and intension of the products brand,传播方法：(试驾传播)Event:test drive媒体对比性传播Compare with others brand by Media用户试驾体验传播User experiencing of test drive公众：充分全面了解改款车的增加性能和核心利益abundantly Understand increase performance and key interests,传播方法：(品牌印象传播)Impression of the brand 重温品牌印象传播Review the impression of the brand公众：public认知改款车的品牌价值,并得到认同,巩固购买意向Understand the brand value,consolidate the purpose of buying,点评:新捷达的整体传播量比较大，铺垫工作做得很早，在即将上市前后采用了悬念传播和较密集的传播“轰炸”.新捷达很好的提炼出“21项改进之处”,给公众留下深刻记忆.运用的传播手段较多。属于是比较成功的改款车上市传播策略。上市前期的传播手段不高明,没有很好的引起更多公众的期待.传播次序安排不是很有序.,捷达改款传播研究,Comments:New Jetta has done much PR work in pre-launch Period,and it has left much deep impressions on the mass.Many communications channel has been used in its work and has succeeded.It has not excitated the targeted consumers,The schedule is not reasonable.,Communications strategy for Jetta,改款车上市传播模型,舆论猜测,媒体试车,品牌故事,价格悬念,试车报告,上市新闻,活动新闻,市场评论,产品改进,品牌强化,改款产品上市前,改款产品上市中,改款产品上市后,吸引公众产生期待,吸引公众关注,公众持续关注,改款车上市,在原有的品牌利益基础上,增强改进点的体验传播,Communication models,上市新闻,event,Consolidate,New stylelaunch,Attract the publics interest,Testing report,commentary,improvement,New styleafter,Keep the publics interest,public opinion,Media test drive,Brand story,price Suspense,news,New styleWarm up,Attract the publics interest,strengthen and improve the experience On the basis of interests,launch,05新款爱丽舍如何传播How to launch,05新款爱丽舍传播面临的挑战,消费者对爱丽舍轿车产生关注疲劳，外形长时间没有变化;爱丽舍轿车以往的卖点不突出,传播产品利益点过多,公众没有留下深刻的印象;消费者对来自法国的产品区分认识不清晰，对产品品牌的忠诚度低。,立场:神龙汽车公司坚持以用户为中心,追求高性价比的产品设计理念,关注与尊重用户,满足用户的消费心理.传播重点:软文传播将放在“来自欧洲的中国家轿第一品牌”,突出爱丽舍轿车的技术含量和舒适性,是值得信赖的产品,Challenge,Consumers tired in Elysee,non-change for a long timepoint is not outstanding of past selling,key message was too much,did not left the deep impression;Consumers can not know clearly what is product from France,the loyalty to the products brand is low.,information:神龙汽车公司坚持以用户为中心,追求高性价比的产品设计理念,关注与尊重用户,满足用户的消费心理.Key point:Spread the message”the first car brand for Chinese family”,stand out the high technology and comfortable,worth to trust,05新款爱丽舍传播主旨,05新款爱丽舍轿车：05款产品的核心改进利益点突出良好的操控性和舒适性,目标消费群：成熟而理性，受教育程度较高、中等收入、稳重的白领家庭,特性：大气的外观、,爱丽舍品牌：“精致生活，精彩演绎”，体现尊贵、法国式的优雅和品味,标杆性家轿，兼顾了舒适性、经济性、动力性和安全性,主旨：适应市场需求的变化，提升产品的竞争力，促进销售作为东风雪铁龙的销售主力品牌产品，在05款新品上市之后将视桑塔纳、捷达、伊兰特、凯越为主要竞争对手。,objective,Elyess 05：Key point:Stand out the comfort and controllability,Target:highly educated Middle-income,stability white-collar family,特性：Enjoy life,value practical,wan to make the life more comfort and elegant,Elyess brand：“Elegant life”Romantic and graceful brand,Yardstick-style family，comfort,economy and safe,Key message,Passing on is exquisite,reflect the grade 品质传承精亦求新,Key message：05新款爱丽舍在保持原有产品优秀品质的基础上进行的改进，经得住品味与推敲，完全传承了雪铁龙轿车的特有风格、并延续着神龙公司严瑾、实用的理性价值观。成为东风雪铁龙打造“来自欧洲的中国家轿第一品牌”的核心产品。Elyess 05 not only improved but also keeping outstanding quality of the original products,can stand sampling,is totally passing the peculiar style of the Citroen car,and extending mother companys,practical values.Become the key product that the Citroen made first brand car of Chinese family from Europe.,如何传播05新款爱丽舍how to launch,05新款爱丽舍轿车的认知Understand of Elysee 05,爱丽舍（Elysee）,产品（重点-核心改进利益点）Product(key point improve),品牌brand,东风雪铁龙-来自欧洲的中国家轿第一品牌Citroenthe first car brand of Chinese family from Europe,爱丽舍-中国标杆性的家轿品牌Elysee the Yardstick-style family brand,公众关注05新款爱丽舍什么,优雅生活的情趣,商务使用的舒适、实用,内部空间,购买、使用成本,动力强劲,安全舒适,精致现代外形,05新款爱丽舍ElyseeNew Elyess 05,产品关注点,情感关注点,改进款重点关注,原有品牌产品基础上的核心改进利益点：外形、价格、性能、配置的改进,whats public interest of Elyess,Elegance life,Comfort,practicality in business,interspaces,Buy/use cost,power,Safely,comfort,精致现代外形,New Elyess 05,product,sensibility,improve on the base:The change of face,price,performance and collocation,传播策略模型,时间,根据市场传播规律，我们认为05款爱丽舍的传播模型如下：,传播效果,内部建设提升非消费者对产品的认知（树立内部员工的信心）,阶段一（期待预售期）引出05款爱丽舍轿车，吸引公众产生期待（达成消费者的询问）,Communication strategy model,According to the market,communication models in Elysee05 are as follows：,communication effect,phase one（warm up）Attract the publics interest（meet enquires）,时间,传播策略方向,Eventobjective：经销商内部人员培训、激励短期内提升05款爱丽舍的认知度增加目标受众群体的产品接触、体验机会，帮助达成销售目标阶段性策略：内部建设-经销商内部人员培训、激励预售期-帮助经销商拿到订单、配合新车上市的市场推广运作上市关注期-侧重提升05款爱丽舍品牌认知度,增强对核心改进利益点的体验传播形象巩固-侧重帮助销售目标的达成媒体传播抢占中心省会地区的市场份额,扩展二三级城市的市场中心省会地区:主要通过电视广告,并配合一系列的平面电台户外网上及特殊媒体渠道迅速地建立起知名度二三级地区:主要通过平面及经销商广告,建立地区消费群信心,PR Strategy Direction,Objective：Dealer training and motivation Upgrade the awareness in short periodEnhance experience opportunities to reach the sales goalPhase strategy：Internal-Dealer training and motivationPresell Help dealer to get order、tone with new launch marketing eventLaunch-Upgrade the awareness in short period,increased the key benefit communicationsStability-Reach the sales goalMediaTake the provincial city,expand tier 2 or 3 towns Provincial city:TV ad,assort with broadcastingpaperinternetoutdoorsTier 2or 3 towns:papermedia to connect with targeted consumers,Event communications,前期内部建设,内部建设,目标,以内部运作为主,让内部人员在短时间内对产品形成深刻的认知,从而建立强大的信心,传播的信息,内部传播和教育05款爱丽舍定位及产品改进特性,策略方向,新闻发布会,内部产品培训会,经销商会议,产品05款爱丽舍新品,实施工具,建设内部环境,完成内部的产品教育和流程建设,配合工具,新闻稿,产品手册,Internal building in early period,Internal building,Objective,Internal operation will be dominating,let internal employee have a profound cognition on product formation thus to build confidence.,Information communicated,Internal communication and training,positioning of 05 version Elysee and product improvement feature,Orientation of strategy,News release,internal product trainingDealers conference,05 version new Elysee products,Implementation tools,Build internal environment,accomplish internal product training and procedure building,Auxiliary tools,News release,product manual,主要战术行动设计(一),期待预售期-产品悬念,目标,通过平面,公关软文,逐步激发消费者对改进产品的期待,达成到展厅的问询及预订,传播的信息,引出改款05款爱丽舍轿车,上市前的悬念制造(改进产品利益点价格),爱丽舍的品牌口碑传播和东风雪铁龙的品牌传播,公众值得期待,策略方向,经销商新车上市平面广告,网络广告,媒体试乘试驾,展厅预售活动,直邮(吸引目标消费者),实施工具,吸引公众期待(达成消费者的闻询),配合工具,展厅展示,展厅预售细则,预售平面广告,网上广告,Main tactics action design I,Expectation and presell period-product suspense,Objective,Gradually stimulate the consumers expectation on product improvement through promotion articles in print media and make the consumers to inquire in exhibition hall and order in advance.,Information communicated,Educe the 05 version Elysee sedan,make suspense before delivery to the market(improve products benefit/price).The public praise communication of the brand of Elysee and the brand of DCAD,which makes the public to expect,Orientation of strategy,Advertisement on print media and web media for the launching of new cars,medias test drive,presell in exhibition hall,direct postal(attract target consumers),Implementation tools,Attract the publics expectation(make consumers to inquire),Auxiliary tools,Exhibition in exhibition hall,presell specification,planar advertisement,web advertisement,Auxiliary tools,战术行动简介（一）,事件传播主题：“你想要什么样的爱丽舍”在主要的网络媒体上（;中国汽车网等）的汽车频道开设专栏讨论05款爱丽舍的畅想，结合网友对爱丽舍产品的评述共同进行,引发网络关于爱丽舍话题的讨论。“05款爱丽舍新品别名征集大赛”，吸引更多的用户群体关注，获胜者将邀请免费参观武汉厂区，参加05款爱丽舍下线仪式。PR传播东风雪铁龙-爱丽舍2005品牌战略高层访谈总结东风雪铁龙在2004年的成绩和对去年市场的看法公布东风雪铁龙在2005年的整体战略和产品规划，打造“来自欧洲的中国第一家轿品牌”透露即将上市的爱丽舍新品情况以及公司对其的期望媒体运用：主要汽车媒体/北京都市媒体汽车版面/主要网络媒体汽车栏目爱丽舍2005年新款即将面市告知05新款爱丽舍即将上市的消息,假设其最有诱惑力的价格传播爱丽舍在中国上市以来所取得的成绩突出其产品的优良品质和品牌内涵媒体运用：选择广泛媒体进行覆盖传播,Tactics action introduction I,Communication through incidentTheme：“What kind of Elysee do you want”Open special columns in the auto channel of major web media（;C）to learn the consumers imagination on 05 version Elysee and educe a discussion on Elysee on the Internet by combination the discussion of netizens on Elysee products.Draw the attention of more users through“05 version Elysee new product Alias Solicitation Contest”,the winners will be invited to visit Wuhan-based workshop to see 05 version Elysees rolling of the production line.PR communicationDCAD-Elysees brand strategyhigh-level talkSummarize DCADs achievements in 2004 and views on the auto market 2004.Promulgate DCADs overall strategy and product planning 2005,forge“Chinas premier family sedan brand from Europe”Disclose information on the new Elysee which is to be launched on the market and expectation on it from the companyMedia application:major auto media/auto page of Beijings print media/auto channel of major web media05 version Elysee is to be launched on the marketAnnounce the news that the 05 version Elysee is to appear on the market,assume a most appealing price communicationElysees achievement in the Chinese market since its launching.Give prominence to its quality and brand connotationMedia application：select broad media to cover and communicate,主要战术行动设计（二）,上市关注期-正式销售宣传风暴,目标,以中心省会城市为重点媒体投放点,辐射周边二三级城市,改款产品的巡回路演配合不断发展的东风雪铁龙的销售维修服务网络发展,迅速抢占国内中